Identifying, discovering and understanding the service context and the users. Participatory design method, co-design. This method enables to reveal users’ conscious and latent needs, experiences, hopes and expectations., an approach to design in which designers use people’s everyday lives to inform and inspire themselves for ideation, lähenemisviis, mille puhul teenuste disainerid kasutavad inimeste igapäevaelu inspiratsiooniks ja ideede saamiseks