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Teaching Guide To Define
• 10:05 10 min Define - Intro10:15 15 min Define - cluster/arrange observations10:30 10 min POV - Intro10:40 15 min POV - Develop10:55 5 min Pre-brunch Stoke11:00 d. Brunch
Try very hard to start on time
• Remind the students that they have just completed 1 of 5 modules that we experience today.
• The next module is define. Show empathy that this is hard because they have first to share a maximum and than focus. This will imply to let got of interesting and valuable ideas.
• The main points to hit here:– Share and saturate with volume
– Explain in detail slide 10 and 11 so the groups have a clear idea of the task
1
reframe
point of view
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
part 1: saturate
•
•
saturationspace
understand the experience share stories
identify user, reveal the needs, articulate insights grouping : empathy maps
reframe the problem into a new point of view
part 1: saturate methods
quotes & defining words
actions & behaviorsfeelings & emotions
thoughts & beliefs
< what we see & hear what we feel the user is feeling >
understand the experience 5 min share stories, highlighting key phrases and emotions
identify user, reveal the needs, articulate insights 10 min empathy maps
part 1: saturate timing
Teaching Guide To synthesize
• 10:05 10 min Define - Intro10:15 15 min Define - cluster/arrange observations10:30 10 min POV - Intro10:40 15 min POV - Develop10:55 5 min Pre-brunch Stoke11:00 d. Brunch
Try very hard to start on time
• Congratulate the students for mapping al their findings
• The next module is to Synthesize. Assure them that this is a hard but defining moment for their team. This will imply to let got of interesting and valuable ideas.
• The main points to hit here:– This is now about reframing the problem in a new POV
– A POV is a unique, concise reframing of the problem that is grounded in user needs & insights
– USER - has empathetic language about the user (think specific)
– NEED - identifies a need that is deep & emotional (think verb)
– INSIGHT - incorporates unexpected insights (think observation + interpretation)
– make sure we’ve identified something worth working on 13
understand the experience : share stories
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
part 2: synthesize
•
a unique, concise reframing of the problem that is grounded in user needs & insights
point of view: what?
All work, no playToys on wheels
expose new opportunities by looking at things differently
guide innovation efforts
make sure we’ve identified something worth working on
point of view: why?
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
point of view: how?
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
point of view: how?
•
•
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
point of view: how?
•
point of view: components
user be specific
need use verbs
insight observation + interpretation
user babies in rural areas
need immediate warmth in early hours
insight bring warmth to the babies
point of view: components
user traveling, harried mother of three
needs to carry lots of luggage while caring for her children
Insight (because) there are more distractions than than safe-havens at the airport
point of view: components
has empathetic language about the user (think specific)
identifies a need that is deep & emotional(think verb)
incorporates unexpected insights (think observation + interpretation)
point of view: construction
point of view: example
conquistador explorer......seeks to discover the spices in the Stanford secret sauce,& take home the ultimate recipe for innovation.
short
specific
sexy
point of view: tips
understand the experience : share stories
identify user, reveal the needs, articulate insights
reframe the problem into a new point of viewidentify & synthesize + mad lib iterations
part 2: synthesis methods
synthesize: how?
identify patterns
isolate outliers
create composites
part 2: synthesize mad-lib
user need insight
part 2: synthesize mad-lib
user need insight
part 2: synthesize mad-lib
user need insight…NEEDS...
...BECAUSE...
point of view example
Young bus traveler......needs to catch some sleep at the the bus terminal becausehis bus leaves early morning and he’s trying to save money by not staying in a hotel.
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
5 min personal time: identify & synthesizegenerate users, needs, insights on separate post-its
10 min group time: mad lib iterationsshare, select & synthesize into a point of view
part 2: synthesize mad-lib timing
•