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Point of View

Point of View. “A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”. Provide focus/Frame the problem Inspire your team Provide a reference for evaluating competing ideas Empower your team to make decisions independently in parallel

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Point of View

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  1. Point of View

  2. “A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.” • Provide focus/Frame the problem • Inspire your team • Provide a reference for evaluating competing ideas • Empower your team to make decisions independently in parallel • Fuel brainstorms by suggesting “how might we” problem statements • Capture the hearts and minds of people you meet • Save you from the impossible task of developing concepts that are all things to all people • Be something you revisit and reformulate as you learn by doing

  3. “A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.” • Provide focus/Frame the problem • Inspire your team • Provide a reference for evaluating competing ideas • Empower your team to make decisions independently in parallel • Fuel brainstorms by suggesting “how might we” problem statements • Capture the hearts and minds of people you meet • Save you from the impossible task of developing concepts that are all things to all people • Be something you revisit and reformulate as you learn by doing

  4. “A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.” • Provide focus/Frame the problem • Inspire your team • Provide a reference for evaluating competing ideas • Empower your team to make decisions independently in parallel • Fuel brainstorms by suggesting “how might we” problem statements • Capture the hearts and minds of people you meet • Save you from the impossible task of developing concepts that are all things to all people • Be something you revisit and reformulate as you learn by doing

  5. Case study 1 - OXO Good Grips

  6. Case study 1 - OXO Good Grips Takeaway: Solving a specific need for an extreme user can lead to a widely-popular solution.

  7. Case study 2 - Shimano Coasting

  8. Case study 2 - Shimano Coasting • “Coasting is a casual bike experience for the millions of Americans who remember riding a bike as a kid and want to relive that experience effortlessly.”

  9. Case study 2 - Shimano Coasting Takeaway: A strong POV informs design choices

  10. Case study 3 - Patagonia • “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

  11. Takeaway: A POV can guide companies, inspire teams, and provide a reference for evaluating competing ideas.

  12. Case study 4 - Pacific Free Clinic

  13. Case study 4 - Pacific Free Clinic

  14. Case study 4 - Pacific Free Clinic “Non-English-speaking patients need a framework to actively understand their treatment”

  15. Case study 4 - Pacific Free Clinic “Non-English-speaking patients need a framework to actively understand their treatment” Takeaway: Reaching a POV is a messy but rewarding process that demands patience, leadership, and mindfulness of process.

  16. What we’ve doneCoach-driven Empathy maps and personal ads We’re showcasing todayLeadershipVarious synthesis toolsPOV statement iteration and evaluation 

  17. Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language?

  18. Sample POV: An overworked father needs a massage. Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language?

  19. Sample POV: Angst-filled, pop-culture loving teen seeks way to figure out his post-graduation plan. Solution must be able to be implemented immediately. Cheap and easy methods a must. Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language?

  20. Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language? (travel alarm activity)(Beep…beep…) ┶

  21. Synthesis - The art of making meaning and finding direction. (Now that we know what goldmines look like, let’s talk about finding one)

  22. Tease Out Patterns, Connections & Surprises. Make creative leaps but ground them in the data. Gather & Arrange Data Visibly (Tell the Stories)

  23. Tease Out & Distill Patterns, Connections & Surprises. Create a guiding statement. (PoV) Use the PoV to Generate Ideas & Solutions. Gather & Arrange Data Visibly. (Extract Insights)

  24. Tease Out & Distill Patterns, Connections & Surprises. Create a guiding statement. (PoV) Use the PoV to Generate Ideas & Solutions. (Craft the Message)

  25. TOOLS

  26. flaring focusing TOOLS Flaring Tools Help Generate Alternatives Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs Focusing Tools Help Narrow Choices

  27. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  28. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  29. flaring focusing TOOLS Journey Spatial 2 x 2 Space Saturation Powers of 10 Mapping Tastes Great Boring More Fun Grouping Composite Characters Mad-Libs Less Filling Empathy

  30. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  31. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs Chubby Swinger Guy

  32. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  33. Tips for leading: Have a strategy (explicit) Get a prototype POV quickly Pay attention to process Have good questions at this point, not answers Talk about gut feelings

  34. Go for it! • SYNTHESIS TOOLS • BUILD EMPATHY • Composite characters • Space saturation • Day in the life • UNDERSTAND NEEDS Powers of 10 • How/why questions • Needs hierarchies • DEEPEN INSIGHTS • Mindmaps • 2x2s • Timelines • Position maps • Out of the box experience • Grouping • Typologies • Pattern languages • Mad libs POV EVALUATION QUESTIONS Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language?

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