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

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

11. 11

12. 12

13. OXO Good Grips

14. 14 Focus on averages

15. 15 Focus on averages

16. 16 Focus on individual people

17. come together and understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view define: how?

18. saturation space

19. Quotes Thoughts Feelings Actions

20. Quotes Thoughts Feelings Actions Nuggets “HUH.” “THAT WAS SURPRISING.” “THIS IS IMPORTANT, BUT I DON’T KNOW WHERE IT GOES YET.” “WHOA.”

21. 25 min: empathy map & nuggets 20 min: share stories with another group do it now!

22. come together and understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view define: how?

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

27. Why do you think this user really has this need? Why is this need surprising or interesting? How does this user/need play out in this context? what’s an insight?

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

29. user desperate nepali mother need to keep premature baby warm in the early hours insight most mothers don’t have the means to bring their baby to a hospital point of view: components specific user what nobody else noticed need, not solution

30. user teenager need to eat healthy food insight certain nutrients are necessary for physical and cognitive health and development point of view: components

31. user 9 th grade girl at a new school need to eat healthy food insight certain nutrients are necessary for physical and cognitive health and development point of view: components specific user

32. user 9 th grade girl at a new school need to feel socially accepted while eating healthy food insight certain nutrients are necessary for physical and cognitive health and development point of view: components specific user deep need that’s hers, not ours

33. user 9 th grade girl at a new school need to feel socially accepted while eating healthy food insight in her hood, a social risk is more dangerous than a health risk point of view: components specific user deep need that’s hers, not ours surprising finding rooted in empathy work

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

35. prepare your POV mad-lib user needinsight …NEEDS......BECAUSE...

36. 10 min personal time: identify POV components generate users, needs, insights on separate post-its 30 min group time: mad lib iterations select & synthesize into a point of view do it now: POV mad-lib