1. PHASE
Point of View

2. 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.

3. 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)

4. 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

5. 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

6. 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)

7. 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

8. 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,