“A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”

• Provide focus/Frame the problem

• Inspire your team

• Provide a reference for evaluating competing ideas

• Empower your team to make decisions independently in parallel

• Fuel brainstorms by suggesting “how might we” problem statements

• Capture the hearts and minds of people you meet

• Save you from the impossible task of developing concepts that are all things to all people

• Be something you revisit and reformulate as you learn by doing

“A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”

• Provide focus/Frame the problem

• Inspire your team

• Provide a reference for evaluating competing ideas

• Empower your team to make decisions independently in parallel

• Fuel brainstorms by suggesting “how might we” problem statements

• Capture the hearts and minds of people you meet

• Save you from the impossible task of developing concepts that are all things to all people

• Be something you revisit and reformulate as you learn by doing

“A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”

• Provide focus/Frame the problem

• Inspire your team

• Provide a reference for evaluating competing ideas

• Empower your team to make decisions independently in parallel

• Fuel brainstorms by suggesting “how might we” problem statements

• Capture the hearts and minds of people you meet

• Save you from the impossible task of developing concepts that are all things to all people

• Be something you revisit and reformulate as you learn by doing

Point of View

INSIGHT SOLUTIONPOINT

OFVIEW

INSIGHT SOLUTIONPOINT

OFVIEW

A PoV is a concise synthesis of insights gained during observation that will guide your

decisions as you generate solutions.

INSIGHT SOLUTIONPOINT

OFVIEW

A PoV is a concise synthesis of insights gained during observation that will guide your

decisions as you generate solutions.

It is stems from in your experiences with users and it informs and inspires your ideas and

prototypes.

Peter’s case studies

Oxo Good Grips

What we’ve done:Coach-driven

Personal-ad styleempathy maps

We’re showcasing today: Leadership

Synthesis toolsPOV iteration and viability

Deeper insights

Contains Solution?

Able to create rich brainstorm?

Clarity of focus: trying to include

too much?

Unique insights and language?

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Contains Solution?

Able to create rich brainstorm?

Clarity of focus: trying to include

too much?

Unique insights and language?

Sample POV:An overworked father

needs a massage.

Contains Solution?

Able to create rich brainstorm?

Clarity of focus: trying to include

too much?

Unique insights and language?

Sample POV:Angst-filled, pop-

culture loving teen seeks way to figure out

his post-graduation plan. Solution must be

able to be implemented

immediately. Cheap and easy methods a

must.

(travel alarm activity)

(Beep…beep…)

Contains Solution?

Able to create rich brainstorm?

Clarity of focus: trying to include

too much?

Unique insights and language?

┶

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Synthesis: The art of making meaning and finding direction.

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(Now that we know what goldmines look like, let’s talk about finding one)

(Tell the Stories)

Gather & Arrange

Data Visibly

Tease Out Patterns,

Connections & Surprises. Make

creative leaps but ground them in the

data.

Gather & Arrange

Data Visibly.

Tease Out & Distill Patterns,

Connections & Surprises.

Create a guiding statement.

(PoV)

Use the PoV to Generate

Ideas & Solutions.

(Extract Insights)

Tease Out & Distill Patterns,

Connections & Surprises.

Create a guiding statement.

(PoV)

Use the PoV to Generate

Ideas & Solutions.

(Craft the Message)

Two quick facts about synthesizing:

It takes about as much time to digest information as it did to collect it.

The process is messy and fluid. Be mindful of your process and trust your intuition.

TOOLS

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs

Flaring Tools Help Generate Alternatives

Focusing Tools Help Narrow Choices

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs

Charles & Ray Eames Powers of 10

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs

Journey

Spatial

2 x 2More Fun

Tastes Great

Boring

Less FillingQuotes & defining words

Actions & behaviors

Thoughts & beliefs

Feelings & emotions

Empathy

IDEO confidential

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs Chubby Swinger Guy

TOOLS

flaring

focusing

Space SaturationPowers of 10Mapping

GroupingComposite CharactersMad-Libs

1. Have a strategy (explicit)

2. Get a prototype POV quickly

3. Pay attention to process

4. Have good questions at this point, not answers

5. Talk about gut feelings

Tips for leading: