The document discusses points of view (POV) in design thinking. It provides examples of a customer POV as wanting an easy way to get ketchup out of a bottle, and a business POV as finding a better way to get ketchup out faster. It explains that design thinking brings together what is desirable from a human point of view, what is technologically feasible, and what is economically viable. The document outlines a framework from IDEO for creating POVs, including using empathy maps and observation to develop insights and themes. It stresses the importance of keeping POV statements narrow, framing them as problem statements, and using them to guide innovation efforts.

1. Point of Views in Design
Presenter: Sameer Puri
DesignShala

2. What is a Point of View (PoV)?

3. Hamburger
Menu
Oreos Kebabs Candy Box
Chocolate Burger Hotdog Fries
Stairs Cake

4. What is a Point of View (PoV)?
Point of view is the
angle of considering
things, which shows us
the opinion or
feelings of the
individuals
involved in a
situation.

5. Customer PoV
“easy way to take out ketchup from the bottle”
Business PoV
“find a better way to get ketchup out of the bottle faster”
Real Life Example of a Point of View (PoV)

6. Customer PoV
“easy way to take out ketchup from the bottle”
Business PoV
“find a better way to get ketchup out of the bottle faster”
https://www.davison.com/blog/squeezing-out-innovation/
Real Life Example of a Point of View (PoV)

7. What is a Point of View (PoV)?

8. Point of View in Design Thinking
IDEO
Design thinking, brings together what is desirable from a
human point of view with what is technologically feasible
and economically viable.
Not sure if we need this slide aaise hi daal
diya…..
Google
Design thinking, brings together what is desirable from a
human point of view with what is technologically feasible
and economically viable.
Not sure if we need this slide aaise hi daal
diya…..

9. Framework to create POVs?
courtesy of IDEO’s D School
Spends a lot of time
doing paperwork and
loosing the
conversations with
client which is where
business grows
A
salesman
& his client
facilitate
conversations
with more
clients
everyday
Working through these
logistics takes his
unprofitable time

10. Re-frame to create a POV?
courtesy of IDEO’s D School
To grow business he needs to
have more genuine
conversations and not go
through paperwork
Insurance
Advisor &
his client
A way to have
conversations,
discussion,
meet more
prospective
clients

11. empathy map developed by XPLANE
#1 Pre-discovery before POVs
Write direct quotes
from your customers.
What actions or
behaviors did you
observe?
What does this tell you
about their beliefs?
What emotions might
your subjects be
feeling?

12. POV HMW

13. ● How might we speed up the time the agent spends with clients?
● How might we increase the meaningful conversations the agent has?
● How might we we reduce the time it takes to do paperwork?
● How might we make paperwork more profitable for the advisor?
Some example HMWs

14. #2 Observe & Synthesis
Good Notes & Record to remember.
Gather important quotes.
Identify themes.
Define a clear journey.
Refine your customer insights.
Example theme: The agent is not
able to do profitable sales.
Example insight: Agent is often
spending a lot of time sorting
papers ahead of the discussion
before making a sale.

15. Final Thoughts
Tips for Your POV Statements
● Keep the focus narrow.
● Frame the challenge as a problem statement.
● Use them to evaluate competing ideas.
● Make them actionable.
● Remember, these statements will guide your innovation efforts and provide
inspiration for your team.

16. Q&A