Embed Size (px)
Citation preview
DEFINE optional plan• 5 – 10 minute talk (examples, mini-activity?)
• 50 minutes define activity
A COMPELLING REFRAMING OF THE DESIGN CHALLENGE BASED ON YOUR NEW UNDERSTANDING
WHAT is define?
WHY define?
WHY define?
HOW TO define: unpack & space saturation
HOW TO define: activity
HOW TO define: activity
NEEDS
are human emotional and physical necessities and desires
capture the motivations and emotions of the person for whom you are designing
are verbs
INSIGHTS
are compelling realizations about your user and the design space
are often surprising, but usually resonate with your gut sense
is a concise problem statement which reframes the challenge
is your launchpad for developing meaningful solutions to a design challenge
is your guiding and grounding force as you develop your solution
how to DEFINE: point of view
how to DEFINE: point of view
has empathetic language about the user
Identifies a need that is deep! Emotional! (hint:verb)
Incorporates insights about the user that are unexpected (think observation + interpretation)
user
need
insight
USER
Focus on a single user
Look for passion
POV MADLIB
[USER . . . (descriptive)] needs [NEED . . . (verb)] because [INSIGHT . . . (compelling)]
POV tipsTalk about gut feelings
Have good questions at this point (not answers)
Short - distill your findings… don’t be afraid to put some details in the parking lot for later
Singular - focus on an individual user rather than everyone
Sexy - use bold, specific diction… have fun with words!
Reiren: Organic Farm at the Marin Zen Center
“Safeway apples are all the same size and color. But that’s just not how things grow. Things that look machine made are not organic. Those apples look sad to me.”
Steve: Organic Produce Farmer
“If you want to find the good apples at the farmer’s market, walk around and look for the batch of apples that
are all different shapes and sizes.”
OUR CHALLENGE:How might we leverage this when creating a cleaning product?
OUR INSIGHT:Imperfections and variations are visual indicators of purity.
A wellness-conscious Zen-seeking woman needs to see a link between a product and the process that created it because for herimperfections are visual indicators of purity
