A basic intro to the method & tool for gaining insights to inspire new product or service design. DESIGN SAFARI HELPS TO GATHER INSPIRATION & KNOWLEDGE FROM OUTSIDE OF YOUR STUDIO & LAPTOP. USED WHEN PREPARING FOR OBSERVATION & ANALYSIS, USING EXISTING & OFTEN UNUSUAL VALUE PROPOSITIONS OF BUSINESS MODELS, SERVICES, PRODUCTS OR PLACES – ALL IN REAL LIFE, IN A CONTEXT OF USER. With a human-centric approach, it helps to understand and discover real needs, hopes and pain points of users and stakeholders in their authenticity. A fundamental tool to begin with during empathy and immersion phase, before making form or function decisions. In the end, people do not need products or services, but the value they deliver. In a constantly changing world, these values change rapidly. DESIGN SAFARI is powered by design consultancy Change Pilots / Licensed under Creative Commons

1. DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons
basic intro to the method
& tool for gaining insights
to inspire new product
or service design
HOW TO DESIGN SAFARI?

2. DESIGN SAFARI HELPS TO GATHER INSPIRATION & KNOWLEDGE FROM
OUTSIDE OF YOUR STUDIO & LAPTOP. USED WHEN PREPARING FOR
OBSERVATION & ANALYSIS, USING EXISTING & OFTEN UNUSUAL VALUE
PROPOSITIONS OF BUSINESS MODELS, SERVICES, PRODUCTS OR PLACES –
ALL IN REAL LIFE, IN A CONTEXT OF USER.
With a human-centric approach it helps understand and discover real needs, hopes
and pain points of users and stakeholders in their authenticity. Fundamental tool to
begin with during empathy and immersion phase, before making form or function
decisions. At the end, people do not need products or services, but the value they
deliver. In a constantly changing world these values change rapidl.
Used in: Design Thinking / Service Design / Human-Centered Design / Value Proposition - methodologies
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

3. DESIGN
CHALLENGE
or PROBLEM
STATEMENT
1
2
ENVIROMENT
& USER TYPES
2
2
FORMS OF
INTERACTION
3
2
COLLECTING &
MAKING SENSE
OF DATA
4
2
CREATIVE
PROCESS
5
5 STEPS FOR
DIY DESIGN
SAFARI
PROCESS

4. azimuth and motivator:
1. Who are we designing for?
2. What problem / need do we address?
First, make sure you translate any initial product/
service ideas to the value, needs or problems they
address (exercise 01a/b). Ideally, you can answer
these questions before you plan your Safari. No
worries if you cannot - you might use Safari to find
these two design fundamentals.
DESIGN
CHALLENGE
or PROBLEM
STATEMENT
1
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

5. exercise 01a:
I HELP …
___________________________________________
___________________________________________
(who? the behavioral type of your user)
(with what? what kind of problem you solve? What need or value you address?)
(how? how are you currently doing it?* bonus - if you are working on an existing service/product)
___________________________________________
Prepare for your Safari.
If you do not have a problem statement to start with, begin with clarifying
of who you are designing for and the need or problem you want to address
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons
Designing for who? Helping with what?

6. exercise 01b:
___________________________________________
___________________________________________
(who? the behavioral type of your user)
(what type of problem or need?)
(performing what task? what is the context of the problem or need?)
I BELIEVE …
EXPERIENCES …
WHILE …
Prepare for your Safari.
Try to formulate the situation you will be solving for. If you cannot do this,
use Design Safari to help you define your problem statement (one or more)
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons
Problem statement
___________________________________________

7. Make sure you know, behaviorally, who are you seeking to
directly or indirectly interact with. Investigate at least 4 user
types: Extreme users, Non-user, Experts and your target
user.
2
ENVIROMENT
& USER TYPES
2
key touch points:
where and with who do we want to interact?
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

8. Carefully choose a place to go, where you can see:
Natural, non-staged behaviours; Everyday paths - before
and after facing a need; Their own adaptations &
solutions, where you might get direct solution tips; Points
of view, to see them hear them name and act in a human
way; Body language, to listen what is unspoken;
Experience analogous examples, where the value, need
or a problem to investigate exists OUTSIDE of your
industry & product category.
2
ENVIROMENT
& USER TYPES
2
key touch points:
where and with who do we want to interact?
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

9. 2
FORMS OF
INTERACTION
3 Choose various ways to interact: Observe, to look at the
whole interaction context of the product/service use or
facing the need/problem; Shadow, to follow step-by-step
each moments of your user; Do a Mystery shopping, to
‚wear user shoes’ and pretend to interact as a user; Spark a
conversation, in order to listen (frame a ‘golden question’).
what kind of interaction are we choosing?
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

10. 2
COLLECTING &
MAKING SENSE
OF DATA
4 Make sure you prepare yourself (or your interdisciplinary
team) to gain various points of view using right tools, e.g.:
1) Research questions and Goals or the List of
investigated questions, 2) Blank User Journey to map
each step, emotions & interactions between user &
artifacts, space or other users 3) Observation Cards or
other tools where in real life you can take notes on your
post-its and place them in the pre-classified space (such as
emotions field, user-product interaction and other)
field work:
collecting raw, objective data
and selection of tools
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

11. Choose forms to collect raw data. Important: Do not
interpret, analyze or synthesis yet. Collect raw, if allowed:
1) Voice/sound or video recordings, 2) Raw simplified
Transcriptions 3) Quotes 4) Photos 5) Artifacts, or even 6)
Data produced by your users such as user journals, user
photo stream or artifact box etc.
field work:
collecting raw, objective data
and selection of tools
2
COLLECTING &
MAKING SENSE
OF DATA
4
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

12. Synthesis is the hardest, but also the most rewarding.
With so much raw data collected, make sure you map all you
have gathered using 1) Information map, which is the
simplest way to arrange all information on two scales of
usefulness and source credibility, or/and 2) Use topic specific
tools such as User Journeys with lines of visibility and lines
of interaction; Value Proposition Canvas; 2x2 antinomies
map; Venn Diagrams; Pattern Sketches, User profiles & so
on - whatever suites your case-specific Design Challenge.
field work:
collecting raw, objective data
and selection of tools
2
COLLECTING &
MAKING SENSE
OF DATA
4
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

13. 2
CREATIVE
PROCESS
5
Make sure you have chosen earlier a right design process
to continue with collected and synthesized data (e.g.:
Human-Centered Design, Design Thinking, Lean Startup or
any other). Get your team made up of various POVs and
disciplines on board and project roles set. Enjoy the relief
and strong focus of your team while working with the real,
reliable, super inspiring and hard to question data. It’s the
freshest information you can get, coming straight from the
battle field, directly from the top need and problem
experts - the real life users and their context.
transdisciplinary team
value proposition and final design challenge
unquestianable data
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

14. COHESION - DESIGN SAFARI IS USED TO FUEL ANALYSIS PHASE AND DESIGN PROCESS.
WHILE ELEMENTS OF TRADITIONAL MARKET RESEARCH ARE USED AT FURTHER TEST PHASES
Research for inspiration
Unspoken needs
Qualitative
Individuals
Natural environment
DESIGN
SAFARI
Research for confirmation
Visible needs
Quantitative
Market segments
Controlled conditions
MARKET
RESEARCH
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons

15. Justyna Turek
justyna@changepilots.pl
DESIGN SAFARI is powered by design consultancy / Licensed under Creative Commons