7. Oxo Good Grips

8. DEFINE

9. When should you define your design challenge?

10. Define Define Empathy Define Ideate Prototype Feedback

11. WHY Define? Provides focus/Frames the Challenge

12. Provides a reference for evaluating competing ideas/ Empowers your team to make decisions WHY Define?

13. Fuels brainstorms by suggesting “how might we” Design Challenge statements WHY Define?

14. Is something you revisit and reformulate as you learn by doing

15. User + Need + Insight

16. Empathetic language Deep! Emotions! (hint: verb) Surprise! Think Observation + interpretation

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

18. 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.

19. 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.

20. Now that we know what not to do, let’s talk about what to do.

21. User + Need + Insight Make an empathy map for each user. Use different color stickies for each.

22. User + Need + Insight Add caricatures of each user to your dashboard. Use rich language.

23. User + Need + Insight use usability meaning User + Need + Insight to brush her teeth. _____ needs _______. to brush her teeth at lunch. to represent her colleagues well. a vacation. to work at a slower pace. to believe that he can be healthy again. new sneakers. to workout without barriers. to fit in with the athletic crew at work.

24. User + Need + Insight use usability meaning User + Need + Insight _____ needs _______.

25. User + Need + Insight Contradiction between what they say and what they do and what they say about what they do. Surprise! Something you learned only from talking to people.

26. User + Need + Insight Add “needs” and “insights” either to your empathy map or on a new board. Use “why laddering” to go deeper.

27. 3 kinds of statements Madlib Want ad metaphor Modest Mark needs to exercise his brain in new ways because his sense of intellectual self doesn’t match how the world views him.

28. 3 kinds of statements Madlib Want ad metaphor Modest but confident teen with hidden smarts seeks way to engage his brain outside of a worn down, 20 th century school building.

29. 3 kinds of statements Madlib Want ad metaphor How might we make completing school like playing a video game?

30. 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 outside of a worn down, 20 th century school building. Modest Mark needs to exercise his brain in new ways because his sense of intellectual self doesn’t match how the world views him. Individually, take 4 minutes and come up with a POV statement based on the work of your group.

31. 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 outside of a worn down, 20 th century school building. Modest Mark needs to exercise his brain in new ways because his sense of intellectual self doesn’t match how the world views him. Pair-up with someone not on your team. Take 4 minutes and give each other feedback around: Clarify of focus, depth of need, richness of insights, and launch of brainstorm.

32. 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 outside of a worn down, 20 th century school building. Modest Mark needs to exercise his brain in new ways because his sense of intellectual self doesn’t match how the world views him. Iterate on your own for 1 minute.

33. 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 outside of a worn down, 20 th century school building. Modest Mark needs to exercise his brain in new ways because his sense of intellectual self doesn’t match how the world views him. Team: Take 12 minutes and: Post your POVs on the board. Read each other’s, call out what’s interesting. Iterate and combine. Come away with one statement that has: clarify of focus, depth of need, richness of insights, and launch of brainstorm.

34. Debrief Define: if you had more time, you’d…