1. sign up front for how we need them set up and what we need them to have (pens, a bit of space? a partner maybe)

4. This is a focusing stage

5. reframe
point of view
Reframe into a NEW Point of View. The goal is to reframe the problem in a UNIQUE & CONCISE WAY, GROUNDED IN INSIGHTS FROM YOUR USERS.

6. point of view: what?
a unique, concise reframing of the problem that is grounded in user needs & insights

8. all kinds of dirty,
one kind of clean
squeaky
green

9. point of view: why?
expose new opportunities by looking at things differently
guide innovation efforts
make sure we’ve identified something worth working on

11. point of view: how? understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view

13. point of view: how? understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view •

14. (embrace video)

15. What is a point of view

16. point of view: how? understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view •

17. point of view: components
user be specific
need use verbs
insight observation + interpretation

18. point of view: components
user babies in rural areas
need immediate warmth in early hours
insight bring warmth to the babies

19. part 1: saturate • understand the experience
identify user, reveal the needs, articulate insights 
reframe the problem into a new point of view •

20. space
saturation

21. part 1: saturate methods
understand the experience
share stories
identify user, reveal the needs, articulate insights
grouping : empathy maps
reframe the problem into a new point of view

23. what we feel the user is feeling >
quotes & defining words
thoughts & beliefs
actions & behaviors
feelings & emotions
< what we see & hear
what we feel the user is feeling >

24. part 1: saturate timing understand the experience 15 min share stories
identify user, reveal the needs, articulate insights
10 min empathy maps: grouping
reframe the problem into a new point of view

26. part 2: synthesize understand the experience : share stories
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view •

27. point of view: construction
has empathetic language about the user
(think specific)
identifies a need that is deep & emotional
(think verb)
incorporates unexpected insights
(think observation + interpretation)

28. A wellness-conscious, Zen-seeking woman needs
POV Example:
User – be specific.
Need – use a verb.
Insight – include something unexpected/a surprise.
A wellness-conscious, Zen-seeking woman needs
to see a link between a product and the process that created it because for her
imperfections are visual indicators of purity

29. point of view: tips
short
specific
sexy

30. part 2: synthesis methods
understand the experience : share stories
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
identify & synthesize + mad lib iterations

31. synthesize: how?

32. identify patterns

33. isolate outliers

34. create composites

35. part 2: synthesize mad-lib
user
need
insight

36. part 2: synthesize mad-lib
user
need
insight

37. part 2: synthesize mad-lib
...BECAUSE...
…NEEDS...
user
need
insight

38. Insight – include something unexpected / a surprise.
POV Example:
User – be specific.
Need – use a verb.
Insight – include something unexpected / a surprise.
A wellness-conscious, Zen-seeking woman needs to see a link between a product and the process that created it because for her imperfections are visual indicators of purity.
Recommended timing:
Each individual creates 2 user descriptions, 2 needs, and 2 insights (10 min)
Share and compare (5 min)
Construct POV as a group (10 min)