HASE oint of View
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PHASE
Point of View
WHAT IS A POINT OF VIEW?O
pp
ort
un
itie
s
Exploration Development Implementationof Needs of Concepts of Solutions
understanding
insights & empathy
(inspiration) (experimentation) (validation)
point of view
prototypes
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
use synthesis• the composition or combination of parts or elements so as
to form a whole
• the combining of often diverse conceptions into a coherent whole
HOW DO YOU FIND A POINT OF VIEW?
User + Need + InsightUser + Need + Insight
User + Need + InsightUser + Need + Insight
Problem statement
User + Need + InsightUser + Need + Insight
Problem statement
Point of view
Your point of view will:
• Provide focus.• Allow you to determine relevancy of competing ideas. • Inspire your team. • Empower colleagues to make decisions independently
in parallel. • Fuel brainstorms. • 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.
design thinking requires unusual tools for synthesis
• collaboration
• using visual and physical “group scale” artifacts
• a prototyping attitude & a bias toward action
•working without a solution in mind (look for good problems to solve)
HOW DO YOU FIND A POINT OF VIEW?
HOW DO YOU FIND A POINT OF VIEW?
three activities to develop a point of view
• understand the morning pitstop experience and
deepen empathy for the users
• reveal unmet needs • frame the problem you’d like to solve
need
deeper needs
deepest needsdeepest needs
morning pitstop personal adsselfless, overworked dad seeks stolen moments of personal time when no one depends on him…professional introvert seeks patient, warm, irresistible invitation into the day…
DIAGRAM OF A POV
morning pitstop personal adsselfless, 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
needinsight
POV for M-Maji (reconstructed)
• Overburdened mother in Kibera concerned for her family’s wellbeing wants to find daily source of water reliably and without extreme effort, even in shortages.
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”
POV Exercises for April 13
• Build an empathy map for an area that you are interested in developing [10]
• Create 3 POV statements, interestingly different [30]
• Present them to another group [10 each way]• Select one to explore [2]• Use one of the “flaring” techniques (see handout)
to reformulate [10]• Present to class [25] – 2 minutes plus 2
discussion
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