DEFINE optional plan 5 – 10 minute talk (examples, mini-activity?) 50 minutes define activity.

DEFINE optional plan• 5 – 10 minute talk (examples, mini-activity?)

• 50 minutes define activity

A COMPELLING REFRAMING OF THE DESIGN CHALLENGE BASED ON YOUR NEW UNDERSTANDING

WHAT is define?

WHY define?

WHY define?

HOW TO define: unpack & space saturation

HOW TO define: activity

HOW TO define: activity

NEEDS

are human emotional and physical necessities and desires

capture the motivations and emotions of the person for whom you are designing

are verbs

INSIGHTS

are compelling realizations about your user and the design space

are often surprising, but usually resonate with your gut sense

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

USER

Focus on a single user

Look for passion

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!

Reiren: Organic Farm at the Marin Zen Center

“Safeway apples are all the same size and color. But that’s just not how things grow. Things that look machine made are not organic. Those apples look sad to me.”

Steve: Organic Produce Farmer

“If you want to find the good apples at the farmer’s market, walk around and look for the batch of apples that

are all different shapes and sizes.”

OUR CHALLENGE:How might we leverage this when creating a cleaning product?

OUR INSIGHT:Imperfections and variations are visual indicators of purity.

A wellness-conscious Zen-seeking woman needs to see a link between a product and the process that created it because for herimperfections are visual indicators of purity