There is an age when kids discover that they can ask why and do it again and again. For example, they say:
Why are you married to mom? Because I love her. Why do you love her? Because she is smart! Why is she smart? Because she went to school and studied well. Why did she go to school? Because you have to... Why do you have to go to school? Because you want to get smart? Why would I like to get smart? ....
This attitude is basically one that service designers use when it comes to their research task. This method consists of asking “why” in a repeated way until you uncover the root cause.
It’s a very simple technic that service designers use in an interview or shadowing setting to better understand the context and reason behind a specific behavior.
A good example of the process is given by Warren Berger, an innovation expert who wrote a book about the best questions that spark innovative solutions. Imagine a conversation between a researcher and a user of a gym service:
Why do you exercise? Because it’s healthy! Why is it healthy? Because it raises my heart rate. Why is that important? So that I burn more calories! Why do you want to do that? To lose weight! Why are you trying to lose weight? I feel social pressure to look fit…
This example shows pretty well that by asking “why” a few times again and again you can uncover the root cause of a behavior.
Going further
This article is part of my free course "What is Service Design?" which helps you to discover what Service Design is and why it is powerful to enhance the customer experience.