Insights are universal psychological truth of users or the resonance points of the user group’s life – the points that can most impress the user group. Insights also include social insights and cultural insights. To find a good insight, in addition to using the results of survey data, you also need to use your empathy and your observation. Besides, you need to raise good questions and try to dig deeper about what surprises you. See what others have not seen, find the tension, the real views or needs under the superficial views or needs. It is a general truth that can be ignored by people. It can solve users’ problems and bridge your design with your user groups. It is not easy to discover a good insight for you need to dig into the reasons behind it.
How to find a good insight?
To find a good insight you need to think of the following questions :
What kind of information will resonate with your user group？
How to convey the information？
After you find a insight, you can prioritize the content based on user’s needs.
e.g. Those who apply to the MBA program spend most of time in admissions pages and do not visit alumni/careers/news content> Sell the program on admissions pages
e.g. People want to know the corresponding weather conditions when using navigation software > add weather information to Google Maps
As a user experience designer, the heart of our design is the users. We must always realize that our views on the industry and users still have room for continuous development. Do not set limits on ourselves, always keep an open mind, and a tolerant attitude towards diversity.