In our work, there’s often pressure to have quick answers. Human-centered design asks us to slow down, stay curious, and explore the problem space with humility. When we let go of assumptions, we discover what truly matters.
This can feel uncomfortable—like standing in fog without a clear path. But that uncertainty leads to insight. By hearing real voices through interviews, surveys, focus groups, and journey mapping, we see the problem from many angles. We uncover patterns, surface pain points, and challenge what we thought we knew. Most importantly, we begin to understand the problem as experienced by those we serve—not just as we imagine it.
There are many ways to gain customer insights. The methods below are some of the most universal. For more options, see NN/g’s A Guide to User-Experience Research Methods. These tools aren’t about data for data’s sake—they help us make meaning. By embracing ambiguity and staying rooted in empathy, we create grounded, innovative, human-centered solutions.
The tools in this section help us listen, observe, and reflect with intention.