construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights

define: what?

all kinds of dirty, one kind of clean

squeaky green

11

12

OXO Good Grips

14

Focus on averages

15

Focus on averages

16

Focus on individual people

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

define: how?

saturationspace

Quotes Thoughts

FeelingsActions

Quotes Thoughts

FeelingsActions

Nuggets

“HUH.”

“THAT WAS SURPRISING.”“THIS IS IMPORTANT, BUT

I DON’T KNOW WHERE IT GOES

YET.”

“WHOA.”

25 min: empathy map & nuggets

20 min: share stories with another group

do it now!

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

define: how?

point of view: components

user be specific

need use verbs

insight = observation + interpretation

• Why do you think this user really has this need?

• Why is this need surprising or interesting?

• How does this user/need play out in this context?

what’s an insight?

point of view: components

user be specific

need use verbs

insight = observation + interpretation

user desperate nepali mother

need to keep premature baby warm in the early hours

insight most mothers don’t have the means to bring their baby to a hospital

point of view: components

specific user

what nobody else noticed

need, not solution

user teenager

need to eat healthy food

insight certain nutrients are necessary for physical and cognitive health and development

point of view: components

user 9th grade girl at a new school

need to eat healthy food

insight certain nutrients are necessary for physical and cognitive health and development

point of view: components

specific user

user 9th grade girl at a new school

need to feel socially accepted while eating healthy food

insight certain nutrients are necessary for physical and cognitive health and development

point of view: components

specific user

deep need that’s hers, not ours

user 9th grade girl at a new school

need to feel socially accepted while eating healthy food

insight in her hood, a social risk is more dangerous than a health risk

point of view: components

specific user

deep need that’s hers, not ours

surprising finding rooted in empathy work

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

define: how?

prepare your POV mad-lib

user need insight…NEEDS...

...BECAUSE...

10 min personal time: identify POV componentsgenerate users, needs, insights on separate post-its

30 min group time: mad lib iterationsselect & synthesize into a point of view

do it now: POV mad-lib