Empathize UNDERSTAND Define Ideate EXPLORE MATERIALIZE Prototype Test Implement What target group really wants? Rarely look on our problems Remove filters from our head Key element to understand the target group Redefine a problem Broad search for solution Rational Thinking Visualize Draw Paint Sketch Subtraction Task Unification Multiplication Division Attribute dependency Physical form Base for gaining opinions Should be interactive Uncheap failures Prototype presentation Don’t defend our prototype If you don’t understand your prototype Market is like desert Open to people Here and now