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

7. Case study 1 - OXO Good Grips

8. Takeaway: Solving a specific need for an extreme user can lead to a widely-popular solution.

9. Case study 2 - Shimano Coasting

10. “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.”

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

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

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

14. Case study 4 - Pacific Free Clinic

16. “Non-English-speaking patients need a framework to actively understand their treatment”

17. 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.

18. What we’ve done Coach-driven Empathy maps and personal ads We’re showcasing today Leadership Various synthesis tools POV statement iteration and evaluation 

19. 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? Sample POV: An overworked father needs a massage.

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

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

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

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

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

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

27. TOOLS

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

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

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

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

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

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

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

36. 1.Have a strategy (explicit) 2.Get a prototype POV quickly 3.Pay attention to process 4.Have good questions at this point, not answers 5.Talk about gut feelings Tips for leading:

37. 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?