It is not easy to unlock this value in the product. It's like trying to look for gold: we need to search, dig and sift the ore. Then we need to wash, weigh and polish what we find.
Gold only becomes gold after a long, painful process - and many people give up in the middle of the journey.
Well, don't give up.
HCD (Human-Centred Design) feels like madness during the first steps, but remember that being innovative is about walking in the dark, dancing with the uncertain, embracing mistakes and developing learnings.
This process has been designed so you can learn with your audience, opening yourself up to a breadth of creative possibilities. There are 7 mindsets to bear in mind when you enter this journey: Empathy, Optimism, Iteration, Creative Confidence, Making, Embracing Ambiguity, and Learning from Failure.
You will diverge and converge with the other participants but be resilient and have these 7 behaviours at the front of your mind throughout.
The answers will come, eventually.
I know that so far, this sounds like a philosophy, but believe the process; this is a methodology and we have 3 core pillars for it: Inspiration, Ideation and Implementation.
Each pillar has different steps to be followed and different dynamics. At the first attempt to follow the methods, it will look like a big mess. But step by step, dynamic after dynamic, you will find convergence. The most important thing to have in mind at this stage is the seven mindsets I mentioned, above. If you incorporate these into your path, the journey to a definitive answer will be truthful.