When to use it
Use this tool to identify novel insights that open new pathways for exploring our problem and spark innovative ideas that have value for all users.
What’s the purpose
When we look only at the average users, we find average needs. Instead, by looking at those at the edges: e.g. older or younger, annual or daily users, we find needs with the contrast turned up high. Those needs often predict where the core demographic is moving and inspire more creative ideas.
How to do it
- Using the ‘Extreme Users’ template, think of as many extreme ranges of behavior, preference or ability as you can that relate to the challenge you are trying to solve. Consider ranges such as age, experience, frequency of use; or emotional spectrums like love/hate, excited/bored.
- Capture the ranges that you would most like to explore in step two and try to identify specific user groups within these ranges that would be interesting to talk to.
- Now, focusing on the user groups that you have identified, consider which real people you have access to. Add specific names of people you can talk to and make note of what you'd like to learn from them.
- It's helpful to make a plan to observe or interview these individuals. You can use the ‘Interview Planner’, ‘Shadowing’ or ‘Fly-on-the-wall’ templates for this.
