Rich

A compelling framing of the design challenge based on your new understanding.

WHAT is define?

WHY define?

HOW TO define: unpack & space saturation

is a concise problem statement which reframes the challenge

is your launchpad for developing meaningful solutions to a design challenge

is your guiding and grounding force as you develop your solution

how to DEFINE: point of view

how to DEFINE: point of view

has empathetic language about the user

Identifies a need that is deep! Emotional! (hint:verb)

Incorporates insights about the user that are unexpected (think observation + interpretation)

user

need

insight

POV MADLIB

[USER . . . (descriptive)] needs [NEED . . . (verb)] because [INSIGHT . . . (compelling)]

POV tipsTalk about gut feelings

Have good questions at this point (not answers)

Short - distill your findings… don’t be afraid to put some details in the parking lot for later

Singular - focus on an individual user rather than everyone

Sexy - use bold, specific diction… have fun with words!

20 MIN: space saturation

10 MIN: talk about what’s compelling, sketch a composite character

15 MIN: Answer questions and draft a POV

15 MIN: generate HMW statements