PHASE Point of View

POINT OF VIEW: a statement that defines the problem you’re working on that incorporates your insights. The basic building blocks are: a user, a need, and an insight.

WHAT IS A POINT OF VIEW? point of view insights & empathy prototypes understanding Opportunities Talking Points: --here’s where it sits in the process (describe what’s on chart) --Describe broadening and then narrowing --Why a POV not a “problem statement?” Exploration Development Implementation of Needs of Concepts of Solutions (inspiration) (experimentation) (validation)

WHY DO YOU NEED A POINT OF VIEW? user people for whom “clean” is a functional necessity need to eliminate intense grime, soap scum, dirt, calcium, and lime deposits insight cleaners must be “powerful” to be effective: rubber gloves = really clean WHY DO YOU NEED A POINT OF VIEW? user people for whom “clean” is a lifestyle choice need to clean “on the fly” with easily accessible “top of counter” products insight most cleaners are unsafe, and as unsightly as the dirt they are replacing a strong POV allows you to be provocative, to appeal strongly to someone (but not everyone), and therefore to compete

HOW DO YOU FIND A POINT OF VIEW? use synthesis the composition or combination of parts or elements so as to form a whole the combining of often diverse conceptions into a coherent whole

HOW DO YOU FIND A POINT OF VIEW? design thinking requires unusual tools for synthesis collaboration using visual and physical “group scale” artifacts a prototyping attitude & a bias toward action working without a solution in mind (look for good problems to solve)

HOW DO YOU FIND A POINT OF VIEW? three activities to develop a point of view understand the morning pitstop experience and deepen empathy for the users reveal unmet needs frame the problem you’d like to solve HOW DO YOU FIND A POINT OF VIEW? morning pitstop personal ads selfless, overworked dad seeks stolen moments of personal time when no one depends on him… professional introvert seeks patient, warm, irresistible invitation into the day… need deeper needs deepest needs

DIAGRAM OF A POV user need insight user insight need morning pitstop personal ads selfless, overworked dad seeks stolen moments of personal time when no one depends on him… professional introvert seeks patient, warm, irresistible invitation into the day… need insight DIAGRAM OF A POV user insight need this is a format w like to use b/c it forces us to use very vivid, empathetic language,