THIS MORNING:

THIS MORNING:

• WARM UPawareness of team

• POINT OF VIEWdefining the innovative problem

• TEAM TIMEsynthesize your insights and draft POV’s

reframe

point of view

When design thinking gets out of hand…

You’re probably solving the wrong

problem…

User + Need + Insight

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

User + Need + Insight

User + Need + Insight

Problem statement

User + Need + Insight

Problem statement

Point of view

User + Need + Insight

Point of viewEmpathetic language

Deep towards meaning!(hint: verb)

Surprise! Think

Observation +

interpretation

DIAGRAM OF A POV

Starting your day:

selfless, 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

need

insight

Stories

97

97

What we saw in the trauma room….

The trauma nurse’s perspective

Noise

Assertingauthority

Managing patient

information

Identity confusion

Crowding & traffic

Trauma

“Many times people just don’t listen to me. I don’t feel like I have

authority.”

“During a 99 there might be 50 people in the room that I have to

manage.”

The POV

An overloaded

trauma nurse

Needs to reduce the trauma room traffic to ensure

fast, quality patient care

USER NEED

She often knows the most but

doesn’t feel like she has the authority to direct others

INSIGHT

How do You Develop a Point of View?

1. Saturation: Put up Post-Its and other artifacts to express what you heard and saw

2. Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day-in-the life, the user journey, a 2 x 2 matrix, etc.

3. Grouping: Find common themes among your stories for groups of users

4. Draft POV’s: Create a few prototype point of view statements that include possible user, need, and insight components.

From Design for Agile Aging, Winter 2008

How to: synthesize to a POV

How to: synthesize to a POV

REFLECTION (10 min)

Individually, choose 5 observations worth sharing:• the most surprising• the one you feel has the most depth • the one linked to a user most different than you • the most confusing• the strangest

Reflect on each:• why did you choose this one?• what need does it suggest?• focus on needs, activities & meaning

Make your artifacts sharable:• grab your photo, sketch or post it• rewrite, redraw, or re-interpret so you can share it

Space saturation: reflect & prep

SHARE YOUR STORIES (45 min)

As a team, post & share your observations:• as you make a posting, share your most potent stories include…

what you learned about the people you metwhat you learned about morningwhat you discovered about pit stops

• rotate through the group until all of the artifacts are up on the wall • use post-its to annotate your artifacts as new thoughts emerge

Space saturation: share & post

How to: synthesize to a POV

Tools to draw out NEEDS, INSIGHTS and SURPRISES

Synthesis: methods

• Map explicit needs (what people say and do)• Infer implicit needs (what people think and feel)

Synthesis method: empathy map

• Label Axes• Try Placing Elements w/ Post-its• See what insights, needs, surprises are discovered• Repeat!

Synthesis method: 2 x 2

• Pick an artifact/process• Make a timeline of it’s life• See what needs, insights, are discovered• Repeat!

Synthesis method: journey map

• Group users in as many ways as you can• Keep a list of the groupings (these are your user groups)• See what needs, insights, surprises are discovered• Look for patterns

Synthesis method: grouping

How to: synthesize to a POV?

user need insight

Synthesis: inventory POV elements

How to: synthesize to a POV

Madlib

Want ad

Metaphor

How might we _______________________________________?

__________________________ _____ seeks _______________

____________________________________________________

_______ needs a way to _____________ in a way that makes him feel

_____________________

POV creation: generate POV options

Madlib

Want ad

Metaphor

How might we make completing school like playing a video game?

Modest but confident teen with hidden smarts seeks way to engage

his brain. Must include new challenges and a appear intelligent

to others.

Modest Mark needs a way to exercise his brain in a way that

makes him feel like others see him as smart

POV creation: generate POV options

How to: synthesize to a POV

POV example: User + Need + Insight = Point of View

Safety-concerned parent with toddlers (user) seeks a shopping experience with active kids (need) who can be independent but always in sight (insight).

How to: synthesize to a POV

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”