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THIS MORNING:
• WARM UPawareness of team
• POINT OF VIEWdefining the innovative problem
• TEAM TIMEsynthesize your insights and draft POV’s
reframe
point of view
When design thinking gets out of hand…
You’re probably solving the wrong
problem…
User + Need + Insight
WHY DO YOU NEED A POINT OF VIEW?
user people for whom “clean” is a functional necessity
need to eliminate intense grime, soap scum, dirt, calcium, and lime deposits
insight cleaners must be “powerful” to be effective: rubber gloves = really clean
user people for whom “clean” is a lifestyle choice
need to clean “on the fly” with easily accessible “top of counter” products
insight most cleaners are unsafe, and as unsightly as the dirt they are replacing
User + Need + Insight
User + Need + Insight
Problem statement
User + Need + Insight
Problem statement
Point of view
User + Need + Insight
Point of viewEmpathetic language
Deep towards meaning!(hint: verb)
Surprise! Think
Observation +
interpretation
DIAGRAM OF A POV
Starting your day:
selfless, overworked dad
seeks stolen moments of
personal time when no one depends on
him…professional introvert seeks patient, warm,
irresistible invitation into
the day…
user
need
insight
user
need
insight
Stories
97
97
What we saw in the trauma room….
The trauma nurse’s perspective
Noise
Assertingauthority
Managing patient
information
Identity confusion
Crowding & traffic
Trauma
“Many times people just don’t listen to me. I don’t feel like I have
authority.”
“During a 99 there might be 50 people in the room that I have to
manage.”
The POV
An overloaded
trauma nurse
Needs to reduce the trauma room traffic to ensure
fast, quality patient care
USER NEED
She often knows the most but
doesn’t feel like she has the authority to direct others
INSIGHT
How do You Develop a Point of View?
1. Saturation: Put up Post-Its and other artifacts to express what you heard and saw
2. Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc.
3. Grouping: Find common themes among your stories for groups of users
4. Draft POV’s: Create a few prototype point of view statements that include possible user, need, and insight components.
From Design for Agile Aging, Winter 2008
How to: synthesize to a POV
How to: synthesize to a POV
REFLECTION (10 min)
Individually, choose 5 observations worth sharing:• the most surprising• the one you feel has the most depth • the one linked to a user most different than you • the most confusing• the strangest
Reflect on each:• why did you choose this one?• what need does it suggest?• focus on needs, activities & meaning
Make your artifacts sharable:• grab your photo, sketch or post it• rewrite, redraw, or re-interpret so you can share it
Space saturation: reflect & prep
SHARE YOUR STORIES (45 min)
As a team, post & share your observations:• as you make a posting, share your most potent stories include…
what you learned about the people you metwhat you learned about morningwhat you discovered about pit stops
• rotate through the group until all of the artifacts are up on the wall • use post-its to annotate your artifacts as new thoughts emerge
Space saturation: share & post
How to: synthesize to a POV
Tools to draw out NEEDS, INSIGHTS and SURPRISES
Synthesis: methods
• Map explicit needs (what people say and do)• Infer implicit needs (what people think and feel)
Synthesis method: empathy map
• Label Axes• Try Placing Elements w/ Post-its• See what insights, needs, surprises are discovered• Repeat!
Synthesis method: 2 x 2
• Pick an artifact/process• Make a timeline of it’s life• See what needs, insights, are discovered• Repeat!
Synthesis method: journey map
• Group users in as many ways as you can• Keep a list of the groupings (these are your user groups)• See what needs, insights, surprises are discovered• Look for patterns
Synthesis method: grouping
How to: synthesize to a POV?
user need insight
Synthesis: inventory POV elements
How to: synthesize to a POV
Madlib
Want ad
Metaphor
How might we _______________________________________?
__________________________ _____ seeks _______________
____________________________________________________
_______ needs a way to _____________ in a way that makes him feel
_____________________
POV creation: generate POV options
Madlib
Want ad
Metaphor
How might we make completing school like playing a video game?
Modest but confident teen with hidden smarts seeks way to engage
his brain. Must include new challenges and a appear intelligent
to others.
Modest Mark needs a way to exercise his brain in a way that
makes him feel like others see him as smart
POV creation: generate POV options
How to: synthesize to a POV
POV example: User + Need + Insight = Point of View
Safety-concerned parent with toddlers (user) seeks a shopping experience with active kids (need) who can be independent but always in sight (insight).
How to: synthesize to a POV
TIPS:• Focus on the stories that keep you up at night• If you’re stuck, extract a POV from your favorite
idea. Then go further.• Use empathetic language• Go for meaning
TRAPS:• Don’t design for everyone• Don’t confuse solutions for needs• Don’t try to include all your insights• Don’t be afraid to choose a POV “before you’re
ready”
