Transcript point of view

reframe
point of view
point of view: what?
a unique, concise reframing of the problem that is
grounded in user needs & insights
all kinds of dirty,
one kind of clean
squeaky
green
point of view: why?
expose new opportunities by looking at things differently
guide innovation efforts
make sure we’ve identified something worth working on
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?
• 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?
understand the experience
identify user, reveal the needs, articulate insights
• reframe the problem into a new point of view
point of view: components
user be specific
need use verbs
insight observation + interpretation
point of view: components
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
part 1: saturate
• understand the experience
• identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
space
saturation
part 1: saturate methods
understand the experience
share stories
identify user, reveal the needs, articulate insights
grouping : empathy maps
reframe the problem into a new point of view
quotes & defining words
actions & behaviors
< what we see & hear
thoughts & beliefs
feelings & emotions
what we feel the user is feeling >
part 1: saturate timing
understand the experience
10 min share stories, highlighting key phrases and emotions
identify user, reveal the needs, articulate insights
10 min empathy maps
part 2: synthesize
understand the experience : share stories
identify user, reveal the needs, articulate insights
• reframe the problem into a new point of view
point of view: construction
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: example
conquistador explorer...
...seeks to discover the spices in the Stanford secret sauce,
& take home the ultimate recipe for innovation.
point of view: tips
short
specific
sexy
part 2: synthesis methods
understand the experience : share stories
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
identify & synthesize + mad lib iterations
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
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.
part 2: synthesize mad-lib timing
understand the experience
identify user, reveal the needs, articulate insights
• reframe the problem into a new point of view
5 min personal time: identify & synthesize
generate users, needs, insights on separate post-its
15 min group time: mad lib iterations
share, select & synthesize into a point of view