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  • 1.
  • 2.
  • 3.
  • 4.
  • 5. reframe
    point of view
  • 6. point of view: what?
    a unique, concise reframing of the problem that is grounded in user needs & insights
  • 7.
  • 8. all kinds of dirty,
    one kind of clean
    squeaky
    green
  • 9. point of view: why?
    expose new opportunities by looking at things differently
    guide innovation efforts
    make sure we’ve identified something worth working on
  • 10.
  • 11. point of view: how?
    understand the experience
    identify user, reveal the needs, articulate insights
    reframe the problem into a new point of view
  • 12. point of view: how?
    understand the experience
    identify user, reveal the needs, articulate insights
    reframe the problem into a new point of view

  • 13.
  • 14. point of view: how?
    understand the experience
    identify user, reveal the needs, articulate insights
    reframe the problem into a new point of view

  • 15. (embrace video)
  • 16.
  • 17. point of view: how?
    understand the experience
    identify user, reveal the needs, articulate insights
    reframe the problem into a new point of view

  • 18. point of view: components
    userbe specific
    need use verbs
    insight observation + interpretation
  • 19. point of view: components
    usermothers with babies in rural areas
    needto give their babies a chance to survive
    insight bring warmth to the babies/mothers
  • 20. part 1: saturate
    understand the experience  
    identify user, reveal the needs, articulate insights 
    reframe the problem into a new point of view


  • 21. space
    saturation
  • 22. 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
  • 23.
  • 24. quotes & defining words
    thoughts & beliefs
    actions & behaviors
    feelings & emotions
    < what we see & hear
    what we feel the user is feeling >
  • 25. part 1: saturate timing
    understand the experience
    15 min share stories
    identify user, reveal the needs, articulate insights
    15 min empathy maps: grouping
    reframe the problem into a new point of view
  • 26.
  • 27. part 2: synthesize
    understand the experience : share stories
    identify user, reveal the needs, articulate insights
    reframe the problem into a new point of view

  • 28. 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)
  • 29. POV Example:
    User – be specific.
    Need – use a verb.
    Insight – include something unexpected/a surprise.
    A wellness-conscious, Zen-seeking woman needs
    to see a link between a product and the process that created it because for her
    imperfections are visual indicators of purity
  • 30. point of view: tips
    short
    specific
    sexy
  • 31. 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
  • 32. synthesize:how?
  • 33. identifypatterns
  • 34. isolateoutliers
  • 35. createcomposites
  • 36. part 2: synthesize mad-lib
    user
    need
    insight
  • 37. part 2: synthesize mad-lib
    user
    need
    insight
  • 38. part 2: synthesize mad-lib
    ...BECAUSE...
    …NEEDS...
    user
    need
    insight
  • 39. POV Example:
    User – be specific.
    Need – use a verb.
    Insight – include something unexpected / a surprise.
    A wellness-conscious, Zen-seeking woman needs to see a link between a product and the process that created it because for her imperfections are visual indicators of purity.
    Recommended timing:
    Each individual creates 2 user descriptions, 2 needs, and 2 insights (10 min)
    Share and compare (5 min)
    Construct POV as a group (10 min)
  • 40. Classroom examples after share out:
    -homeless, or those in jail

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