Point of View

“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

Case study 1 - OXO Good Grips

Case study 1 - OXO Good Grips

Takeaway:

Solving a specific need for an extreme user can lead to a widely-popular solution.

Case study 2 - Shimano Coasting

Case study 2 - Shimano Coasting

“Coasting is a casual bike experience for the millions of Americans who remember riding a bike as a kid and want to relive that experience effortlessly.”

Case study 2 - Shimano Coasting

Takeaway:

A strong POV informs design choices

Case study 3 - Patagonia

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Takeaway:

A POV can guide companies, inspire teams, and provide a reference for evaluating competing ideas.

Case study 4 - Pacific Free Clinic

Case study 4 - Pacific Free Clinic

Case study 4 - Pacific Free Clinic

“Non-English-speaking patients need a framework to actively understand their treatment”

Case study 4 - Pacific Free Clinic

“Non-English-speaking patients need a framework to actively understand their treatment”

Takeaway:

Reaching a POV is a messy but rewarding process that demands patience, leadership, and mindfulness of process.

What we’ve done Coach-driven

Empathy maps and personal ads

We’re showcasing todayLeadershipVarious synthesis toolsPOV statement iteration and evaluation

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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are needed to see this picture.

Synthesis - The art of making meaning and finding direction.

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are needed to see this picture.

(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)

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

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

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:

Go for it! SYNTHESIS TOOLS

BUILD EMPATHYComposite charactersSpace saturationDay in the life

UNDERSTAND NEEDSPowers of 10How/why questionsNeeds hierarchies

DEEPEN INSIGHTSMindmaps2x2sTimelinesPosition mapsOut of the box experienceGroupingTypologiesPattern languagesMad libs

POV EVALUATION QUESTIONS

Contains Solution?

Able to create rich brainstorm?

Clarity of focus: trying to include too much?

Unique insights and language?