Transcript Define and POV_March 5

Teaching Guide To Define
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10:05
10:15
10:30
10:40
10:55
11:00
10 min Define - Intro
15 min Define - cluster/arrange observations
10 min POV - Intro
15 min POV - Develop
5 min Pre-brunch Stoke
d. Brunch
Try very hard to start on time
•
Remind the students that they have just completed 1 of 5 modules that we
experience today.
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The next module is define. Show empathy that this is hard because they have first
to share a maximum and than focus. This will imply to let got of interesting and
valuable ideas.
•
The main points to hit here:
–
Share and saturate with volume
–
Explain in detail slide 10 and 11 so the groups have a clear idea of the task
1
reframe
point of view
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
5 min share stories, highlighting key phrases and emotions
identify user, reveal the needs, articulate insights
10 min empathy maps
Teaching Guide To synthesize
•
10:05
10:15
10:30
10:40
10:55
11:00
10 min Define - Intro
15 min Define - cluster/arrange observations
10 min POV - Intro
15 min POV - Develop
5 min Pre-brunch Stoke
d. Brunch
Try very hard to start on time
•
Congratulate the students for mapping al their findings
•
The next module is to Synthesize. Assure them that this is a hard but defining
moment for their team. This will imply to let got of interesting and valuable ideas.
•
The main points to hit here:
–
This is now about reframing the problem in a new POV
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A POV is a unique, concise reframing of the problem that is grounded in user needs & insights
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USER - has empathetic language about the user (think specific)
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NEED - identifies a need that is deep & emotional (think verb)
–
INSIGHT - incorporates unexpected insights (think observation + interpretation)
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make sure we’ve identified something worth working on
13
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: what?
a unique, concise reframing of the problem that is
grounded in user needs & insights
All work, no play
Toys on wheels
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: 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 carry lots of luggage while caring
for her children
Insight (because) there are more distractions than
than safe-havens at the airport
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
Young bus traveler...
...needs to catch some sleep at the the bus terminal because
his bus leaves early morning and he’s trying to save money by not
staying in a hotel.
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
10 min group time: mad lib iterations
share, select & synthesize into a point of view