2. THIS MORNING: WARM UP awareness of team POINT OF VIEW defining the innovative problem TEAM TIME synthesize your insights and draft POV’s

6. reframe point of view

8. When design thinking gets out of hand… You’re probably solving the wrong problem…

10. User + Need + Insight

12. 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 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

16. User + Need + Insight

17. Problem statement

18. User + Need + Insight Problem statement Point of view

19. User + Need + Insight Point of view Empathetic language Deep towards meaning! (hint: verb) Surprise! Think Observation + interpretation

20. DIAGRAM OF A POV Starting your day: 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… user need insigh t user need insigh t

21. Stories

26. 97 What we saw in the trauma room….

28. The trauma nurse’s perspective Noise Asserting authority Managing patient information Identity confusion Crowding & traffic Trauma “Many times people just don’t listen to me. I don’t feel like I have authority.” “During a 99 there might be 50 people in the room that I have to manage.”

29. The POV An overloaded trauma nurse Needs to reduce the trauma room traffic to ensure fast, quality patient care USERNEED She often knows the most but doesn’t feel like she has the authority to direct others INSIGHT

35. How do You Develop a Point of View? 1.Saturation: Put up Post-Its and other artifacts to express what you heard and saw 2.Mapping: Create diagrams that capture multiple observations. Ground stories in visualizations such as day- in-the life, the user journey, a 2 x 2 matrix, etc. 3.Grouping: Find common themes among your stories for groups of users 4.Draft POV’s: Create a few prototype point of view statements that include possible user, need, and insight components. From Design for Agile Aging, Winter 2008

36. How to: synthesize to a POV

38. REFLECTION (10 min) Individually, choose 5 observations worth sharing: the most surprising the one you feel has the most depth the one linked to a user most different than you the most confusing the strangest Reflect on each: why did you choose this one? what need does it suggest? focus on needs, activities & meaning Make your artifacts sharable: grab your photo, sketch or post it rewrite, redraw, or re-interpret so you can share it Space saturation: reflect & prep

39. SHARE YOUR STORIES (45 min) As a team, post & share your observations: as you make a posting, share your most potent stories include… what you learned about the people you met what you learned about morning what you discovered about pit stops rotate through the group until all of the artifacts are up on the wall use post-its to annotate your artifacts as new thoughts emerge Space saturation: share & post

40. How to: synthesize to a POV

41. Tools to draw out NEEDS, INSIGHTS and SURPRISES Synthesis: methods

42. Map explicit needs (what people say and do) Infer implicit needs (what people think and feel) Synthesis method: empathy map

43. Label Axes Try Placing Elements w/ Post-its See what insights, needs, surprises are discovered Repeat! Synthesis method: 2 x 2

44. Pick an artifact/process Make a timeline of it’s life See what needs, insights, are discovered Repeat! Synthesis method: journey map

45. Group users in as many ways as you can Keep a list of the groupings (these are your user groups) See what needs, insights, surprises are discovered Look for patterns Synthesis method: grouping

46. How to: synthesize to a POV?

47. user needinsight Synthesis: inventory POV elements

48. How to: synthesize to a POV

49. Madlib Want ad Metaphor How might we _______________ ________________________? How might we _______________ ________________________? __________________________ _____ seeks _______________ __________________________ __________________________ _____ seeks _______________ __________________________ _______ needs a way to _______ ______ in a way that makes him feel ___ __________________ _______ needs a way to _______ ______ in a way that makes him feel ___ __________________ POV creation: generate POV options

50. Madlib Want ad Metaphor How might we make completing school like playing a video game? Modest but confident teen with hidden smarts seeks way to engage his brain. Must include new challenges and a appear intelligent to others. Modest Mark needs a way to exercise his brain in a way that makes him feel like others see him as smart POV creation: generate POV options

51. How to: synthesize to a POV

52. POV example: User + Need + Insight = Point of View Safety-concerned parent with toddlers (user) seeks a shopping experience with active kids (need) who can be independent but always in sight (insight).

53. How to: synthesize to a POV

54. TIPS: Focus on the stories that keep you up at night If you’re stuck, extract a POV from your favorite idea. Then go further. Use empathetic language Go for meaning TRAPS: Don’t design for everyone Don’t confuse solutions for needs Don’t try to include all your insights Don’t be afraid to choose a POV “before you’re ready”