The third lecture as part of the University of Canterbury causes on Design Thinking. This lecture was taught by Mark Billinghurst on December 10th 2013 and focuses on how to create a good problem statement.
Expresses the problem you are addressing
Defines your unique point of view
Unique design vision based on Empathy outcomes
Deep understanding of users and design space
Actionable problem statement (point of view)
Expressing the Problem
[User] needs [verb phrase] in a way that [way]
How might we [verb phrase] ?
Synthesize observations and draw out insight
4 quadrant layout
SAY: What are some quotes and defining words
your user said?
DO: What actions and behaviors did you notice?
THINK: What might your user be thinking? What
does this tell you about his or her beliefs?
FEEL: What emotions might your subject be feeling?
Identify key elements of target person
Express as adjective description
Develop typical persona
• Personas are a design tool to help visualize who you are
designing for and imagine how person will use the product
• A persona is an archetype that represents the behavior and
goals of a group of users
• Based on insights and observations from customer research
• Not real people, but synthesised from real user characteristics
• Bring them to life with a name, characteristics, goals, background
• Develop multiple personas
Capture elements relevant to problem
Human emotional or physical necessities.
Needs help define your design
Needs are verbs not Nouns
Verbs - (activities and desires)
Identify needs directly out of the user traits you
noted, or from contradictions between
disconnect between what she says and what she does..
A remarkable realization that you could leverage to
better respond to - a design challenge.
Insights often grow from contradictions between
two user attributes
either within a quadrant or two different quadrants
Asking “Why?” when you notice strange behavior.
To gain empathy for a person’s process
through an experience
Consider the details of that process to illuminate
areas of potential insights
Create diagram with multiple observations
Organize data in timeline with significant dates
Look for patterns
2 x 2 Matrix
Use during problem synthesis process
Organize relationships between things or people
Pick two spectra - axes
Draw 2 x 2 matrix
Plot items on matrix
Look for gaps/opportunties
Problem Definition Creates Insight
User + Need = Insight
How Might We … ?
Short questions that launch brainstorming
Good Point of View
Inspires your team
Provides focus and frames the problem
Provides a reference for evaluating ideas
Fuels brainstorming by suggesting ‘how might we’
Captures the hearts and minds of people
Guides your innovation efforts
Interview people to find out what are the key
elements in a creative space for them
Complete an empathy map and define a
problem statement with insight into how
space could be improved
Sketch/write a list of things that could be done
to improve the class space for creative design
Submit the empathy map and list of