reframe

point of view

a unique, concise reframing of the problem that is grounded in user needs & insights

point of view: what?

all kinds of dirty, one kind of clean

squeaky green

expose new opportunities by looking at things differently

guide innovation efforts

make sure we’ve identified something worth working on

point of view: why?

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

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understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

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understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

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point of view: components

user be specific

need use verbs

insight observation + interpretation

user babies in rural areas

need immediate warmth in early hours

insight bring warmth to the babies

point of view: components

user traveling, harried mother of three

needs to keep track of her children

Insight (because) there are more distractions than than safe-havens at the airport

point of view: components

understand the experience  

identify user, reveal the needs, articulate insights 

reframe the problem into a new point of view

part 1: saturate

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saturationspace

understand the experience share stories

identify user, reveal the needs, articulate insights grouping : empathy maps

reframe the problem into a new point of view

part 1: saturate methods

quotes & defining words

actions & behaviors feelings & emotions

thoughts & beliefs

< what we see & hear what we feel the user is feeling >

understand the experience 10 min share stories, highlighting key phrases and emotions

identify user, reveal the needs, articulate insights 10 min empathy maps

part 1: saturate timing

understand the experience : share stories

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

part 2: synthesize

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has empathetic language about the user (think specific)

identifies a need that is deep & emotional(think verb)

incorporates unexpected insights (think observation + interpretation)

point of view: construction

point of view: example

conquistador explorer......seeks to discover the spices in the Stanford secret sauce,& take home the ultimate recipe for innovation.

short

specific

sexy

point of view: tips

understand the experience : share stories

identify user, reveal the needs, articulate insights

reframe the problem into a new point of viewidentify & synthesize + mad lib iterations

part 2: synthesis methods

synthesize: how?

identify patterns

isolate outliers

create composites

part 2: synthesize mad-lib

user need insight

part 2: synthesize mad-lib

user need insight

part 2: synthesize mad-lib

user need insight…NEEDS...

...BECAUSE...

point of view example

Delayed mother of four......needs to entertain her kids without disrupting the rest of the terminal because bored children annoy already irritated fellow passengers.

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

5 min personal time: identify & synthesizegenerate users, needs, insights on separate post-its

15 min group time: mad lib iterationsshare, select & synthesize into a point of view

part 2: synthesize mad-lib timing

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