1. PHASE Point of View

3. WHAT IS A POINT OF VIEW? Opportunities Exploration Development Implementation of Needs of Concepts of Solutions understanding insights & empathy (inspiration) (experimentation) (validation) point of view prototypes

5. 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

9. 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 HOW DO YOU FIND A POINT OF VIEW?

10. User + Need + Insight

11. Problem statement

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

13. Your point of view will: Provide focus. Allow you to determine relevancy of competing ideas. Inspire your team. Empower colleagues to make decisions independently in parallel. Fuel brainstorms. 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.

14. 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) HOW DO YOU FIND A POINT OF VIEW?

15. 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 need deeper needs deepest needs 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…

16. DIAGRAM OF A POV 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… user need insight user need insight

17. POV for M-Maji (reconstructed) Overburdened mother in Kibera concerned for her family’s wellbeing wants to find daily source of water reliably and without extreme effort, even in shortages.

18. 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”

19. POV Exercises for April 13 Build an empathy map for an area that you are interested in developing [10] Create 3 POV statements, interestingly different [30] Present them to another group [10 each way] Select one to explore [2] Use one of the “flaring” techniques (see handout) to reformulate [10] Present to class [25] – 2 minutes plus 2 discussion