I’ve been reading with interest the blogs and comments debating user-led versus designer-led innovation. From what I can tell, this debate began a long time ago and is likely to continue for just as long. But it made me think about what we’d be missing if we didn’t observe and listen to the potential users whom we want to benefit from our innovations.

In early December 2010, our design research team traveled to Minneapolis two days after the Metrodome caved in under the weight of the snow from the biggest snowstorm in the last 20 years. While it presented major headaches for the hardy Minnesotans, the hard packed snow and glazed ice on sidewalks and parking lots provided the perfect conditions for us to observe how adults of all ages maintain their footing, with and without traction devices attached to their shoes and boots. We watched them traverse the parking lot doing the “Minnesota walk”—a high vertical stride that enabled them to plant each foot straight down with the entire sole of the shoe hitting the ground at once. It reminded me of soldiers marching in old newsreels of World War II. But the Minnesotans liked demonstrating the walk’s effectiveness in maintaining their stability as they trudged along with furrowed brows, eyes never leaving the ground.

Then we furnished the users with different traction devices, fitted over the soles of their boots or shoes. The devices used various configurations of cleats, spikes, and chains to increase traction by gripping the snow or ice underfoot. The change was immediate and obvious. Their stride lengthened and pace quickened, eyes came off the ground and brows unfurrowed. Their faces showed pleasure and relief, and when they talked about the experience, they talked about confidence—how great it was to feel sure-footed; how wonderful to not have to watch every single step they took. Some of them decided to demonstrate their newfound confidence by jogging across the snow and ice covered parking lot. One woman skipped across the lot, which unnerved our Southern born and bred research team, who couldn’t even execute the Minnesota walk.

Watching and listening to our participants’ emotional reaction to both the need and possible solutions enabled our designers to connect with them in a meaningful and more empathetic way. This connection is critical to both the designers and to the brand’s marketers as they develop branding and communication strategies for the newly designed product.

Ignoring this emotional component of the design research would be a missed opportunity to meet consumers’ need for a safer walk across ice and snow, and the need to feel secure and confident. It would also be a missed opportunity for our client to maximize the growth and profitability of their brand.

The temperature high at that ice and snow-covered parking lot, on the days we were there, was 6 degrees. Our feet had just about thawed by the holidays. Was it worth it? You betcha!