A practical approach to understanding your customers and designing for them.
The problem
Start with the real issue, not the requested deliverable.
The approach
Make the problem visible, challenge assumptions and find the smallest useful next move.
Considerations
What is the actual decision? Who is affected? What evidence would change our mind?
Ethical & industry considerations
Consider accessibility, privacy, unintended consequences and the specific obligations of your industry.
What I would do Monday
Write the problem in one sentence. Talk to three people closest to it. Test one assumption before investing in the full solution.