construct a point of view, a unique, concise reframing of the problem that is grounded in user needs...
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construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights
define: what?
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all kinds of dirty, one kind of clean
squeaky green
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OXO Good Grips
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Focus on averages
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Focus on averages
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Focus on individual people
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come together and understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
define: how?
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saturationspace
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Quotes Thoughts
FeelingsActions
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Quotes Thoughts
FeelingsActions
Nuggets
“HUH.”
“THAT WAS SURPRISING.”“THIS IS IMPORTANT, BUT
I DON’T KNOW WHERE IT GOES
YET.”
“WHOA.”
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25 min: empathy map & nuggets
20 min: share stories with another group
do it now!
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come together and understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
define: how?
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point of view: components
user be specific
need use verbs
insight = observation + interpretation
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• Why do you think this user really has this need?
• Why is this need surprising or interesting?
• How does this user/need play out in this context?
what’s an insight?
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point of view: components
user be specific
need use verbs
insight = observation + interpretation
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user desperate nepali mother
need to keep premature baby warm in the early hours
insight most mothers don’t have the means to bring their baby to a hospital
point of view: components
specific user
what nobody else noticed
need, not solution
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user teenager
need to eat healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
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user 9th grade girl at a new school
need to eat healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
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user 9th grade girl at a new school
need to feel socially accepted while eating healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
deep need that’s hers, not ours
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user 9th grade girl at a new school
need to feel socially accepted while eating healthy food
insight in her hood, a social risk is more dangerous than a health risk
point of view: components
specific user
deep need that’s hers, not ours
surprising finding rooted in empathy work
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understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
define: how?
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prepare your POV mad-lib
user need insight…NEEDS...
...BECAUSE...
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10 min personal time: identify POV componentsgenerate users, needs, insights on separate post-its
30 min group time: mad lib iterationsselect & synthesize into a point of view
do it now: POV mad-lib
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