INSIGHTS
Contoh-contoh dari course menunjukkan bahwa behavior yang sama dapat membawa problem framing yang sangat berbeda.
CASE STUDIES
MUSIC / MIXTAPE
Hidden customer behavior can reveal an opportunity before customers can articulate it.
Orang skip lagu, mengulang favorit, dan membuat mixtape.
Personal curation.
Choice + control + personalization.
Unbundle the experience.
BODY STORMING
Feedback negatif adalah data, bukan akhir proses.
Muruganantham moved closer to the physical and social reality of users.
Prototype → negative feedback → experiment.
A failed first prototype reveals an assumption that is not yet true.
Reframe and iterate.
DOOMSCROLLING
Perluas research space, tetapi sempitkan POV.
User berniat berhenti tetapi terus scrolling.
Immediate gain coexists with guilt, fatigue, anxiety, or lost time.
“I want to stop, but I keep scrolling.”
Preserve smartphone benefit without losing control of time and attention.
RECRUITMENT
Jangan mencoba membereskan seluruh journey dalam satu HMW.
The journey spans sourcing, filtering, shortlisting, interview, assessment, and decision.
Tools may be strong early while human friction remains at interview.
Recruiter confidence may depend on reading skills, expectations, aspirations, and fit.
Validate the stage before framing one HMW.
PUBLIC TRANSPORT
Return to the HMW and reopen the solution space.
Navigation friction often triggers an immediate interface solution.
The opportunity also spans information, environment, guidance, signage, and social mechanisms.
The deeper need may be a journey that guides itself naturally.
What if users no longer need to learn public-transport navigation?
