So far, we have defined the problem based on the initial information that we have. We have identified some potential root causes. And this has helped us to create some assumptions that we want to validate. To validate them, we need to go out and collect some more information. And this is what we do in this step. Let me remind you that based on the information that we collect, we might need to go back, reframe the problem.

Look again at the root causes, change them, create new assumptions and go back and search for more information to validate them. The variety and quality of information that we can collect is very important later on, so that it can lead us to really good solutions. We should use different techniques. In order to collect different information, and to work with a rich context, in the later stages of our process, some of the techniques that can be used here are research competitive, or user observations, storytelling, interviews, and so on. Let's look at some of these techniques. One of the steps that we might need to take is to look at the market and do a competitive or user research.

When we talk about competitive research, one of the things that we need to take into account is done the problem we are tracing might be solved already in different ways. So we don't have to look only at businesses in our industry or domain. We have to bro the at the market and search for potential competitors that are solving the same problem. in a different way. One important thing you have to make sure you observe when doing competitive research are the legal requirements of your company. Just check them and make sure that you are compliant.

Regarding user research, you can use different techniques as well. One way to do user research with a lot of users are surveys. Another way is to have focus groups and so on. One good way to collect information from your users, or the people that have the problem is through an interview. Here are some tips for you to prepare and conduct the interview. First of all, it's a good idea to have a partner in the interview together with you so that one of you can leave the interview and ask the questions and the other one can take notes.

The other thing is to prepare the interview guide in advance. This will support you in identifying the right questions you want to ask so that you can validate all the assumptions you have made. Ask open ended questions like what, when, how, where, etc, to allow for stories to emerge. Take notes, not only of the verbal answers, but also the motions or the nonverbal communication that shows from the user site. This can lead you to some insights later on. And finally, you can finish the interview with an open question asking the person what did I not ask you so far and you want to share this will give you an opportunity to hear something that might surprise you and might uncover you aspects of the problem.

When we have done the interviews, one way to summarize information and gain empathy with the user is that we have interviewed, together with the team is what we call storytelling. It is the technique that helps us collect the information from the perspective of the user, and focus on the insights that we fear based on the story that we are telling. In storytelling. Typically, one person tells the story from the perspective of the user that has been interviewed. And the other people in the team take notes of what they hear key words and things that are really surprising from the story. Eventually, you collect the information together and draw some insights that you can work with.

So framing the problem identifying the root causes and collecting more information. This is what we do in the problem solving space. Let's see how our team practices some of the tools that we have discussed in this lecture.