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Empathizing, Inspection, & Research

As with any project, the research and initiation phase is like a giant whiteboard. More unknowns than knowns. Digging deep into the emotions felt through every touch point deepens our understanding of how users experience a product. People remember what they feel more than what they hear, read, or even touch.

Ask a witness of a frightening traffic event to recall specifics such as colors or makes of vehicles and they may struggle to remember any specifics with clarity, though such inputs were certainly part of their experience. Ask them how they felt, and they will be able to paint a vivid picture, which may even draw out the more intricacies of the event. Each minute element of an experience is an input to the generation of human emotions, but we remember the feelings because they are, in a sense, part of us.

The “Truckster” project is allowing us to lean into what we don’t know so that we can design a product concept that will delight users.

Some of the challenges: This project was short in duration, just 4 weeks. The goal was not to arrive at a final product, but to navigate the design framework and surmount the challenges of working within restrictive time restraints, across time zones, continents, and languages.

See how we worked through some of the challenges.

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