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Watch short video lessons, test your thinking and put proven innovation methods to work on a real challenge.

1. 01 Field Research A good solution starts with understanding what people really care about, not just asking them what they want. This lesson covers how to get out of the building: where to look, what to write down, and how to notice the workarounds people have stopped noticing themselves. 9 templates · 3 questions
2. 02 Who to Interview: Extreme Users Interviewing the average user mostly confirms what you already believe. This lesson makes the case for the edges instead: the people who use something obsessively and the people who refuse to, because both make the design problem visible. 2 templates · 3 questions
3. 03 Preparing for User Interviews The quality of an interview is mostly settled before it starts. This lesson covers writing questions that open a conversation instead of closing it, and the preparation that lets you put the script down when something more interesting comes up. 1 template · 3 questions
4. 04 Conducting a Great Interview Running the interview itself: how to earn enough trust in the first two minutes, when to stay quiet, and how to follow a story rather than march through a list of questions. 2 templates · 3 questions
5. 05 Analogues When your own field has run out of ideas, borrow from one that has already solved a similar problem. This lesson covers choosing a useful analogue and pulling the transferable principle out of it rather than copying the surface. 2 templates · 3 questions
6. 06 Forming Insights Research notes are not insights. This lesson covers the step in between: clustering what you saw, finding the tension underneath it, and writing something genuinely surprising rather than a restatement of the brief. 2 templates · 3 questions
7. 07 Creating Great HMWs A How Might We question sets the width of everything that follows. Too broad and the team flounders, too narrow and you have smuggled the answer into the question. This lesson covers finding the level in between. 2 templates · 3 questions
8. 08 Running a Great Brainstorm Most brainstorms fail on facilitation rather than on the people in the room. This lesson covers the setup, the rules worth enforcing, and how to keep going long enough to get past the obvious first twenty ideas. 6 templates · 3 questions
9. 09 Converging on Top Ideas Choosing is harder than generating, and doing it by show of hands rewards whoever spoke last. This lesson covers converging deliberately: what to select on, and how to keep a promising odd idea alive through the cut. 4 templates · 3 questions
10. 10 Prototyping A prototype is a question, not a small version of the finished thing. This lesson covers making something rough enough to be honest, quick enough to be worth doing, and specific enough to get a real reaction. 12 templates · 3 questions
11. 11 Feedback and Iteration Putting the prototype in front of people, and hearing what they actually said. This lesson covers running a feedback session so people feel free to be critical, and deciding what to change on the strength of it. 11 templates · 3 questions
12. 12 Assumptions and Experiments Every concept rests on beliefs nobody has tested. This lesson covers surfacing those assumptions, working out which of them would sink the idea if they turned out to be wrong, and designing the smallest experiment that would tell you. 3 templates · 3 questions
13. 13 Feasibility and Viability Desirable is one of three. This lesson covers the other two: whether you can actually build and run the thing, and whether the numbers work well enough for somebody to fund it. 2 templates · 3 questions
14. 14 Taking Solutions Forward The stage where good ideas usually die. This lesson covers what it takes to get from a validated concept to something with a sponsor, a plan, and a first ninety days. 14 templates · 3 questions