1. This work is licensed under the Creative Commons Attribution-Noncommercial- Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ Bootcamp Define Lecture

2. 2

3. Empathize DefinePrototype Test Ideate

4. Define

6. REALIZE FOCUS

7. REALIZE NEW INSIGHTS REFRAME THE PROBLEM. UNCOVER OPPORTUNITIES.

8. OBSERVATION INSIGHT NOTICE SOMETHING “I WONDER IF THIS MEANS...” ACTIONABLE LEARNING ABOUT PEOPLE INFER

9. OBSERVATION + INFERENCE = INSIGHT INFER

10. THE SELL: TIDE REMOVES TOUGH STAINS

12. Millennials care about their clothes, and that means not cleaning them We heard: “I rarely wash my jeans, I want them to look great longer” We observed: Jeans on the back of a chair

13. The Perennial Objective: IMPROVE THE STAIN- REMOVING PERFORMANCE OF TIDE The Realization: IT’S NOT ABOUT CLEANING. IT’S ABOUT CARING FOR CLOTHES.

14. Define REALIZE FOCUS

15. ON ONE MEANINGFUL CHALLENGE

16. WE MET... (extreme user you are inspired by) WE WERE AMAZED TO REALIZE... (what did you learn that’s new?) IT WOULD BE GAME-CHANGING TO... (frame up an inspired challenge for yourself.) (don’t dictate the solution.)

17. WE MET... a young man living in an apartment in Southern California WE WERE AMAZED TO REALIZE... he and other millennials do care about their clothes, and that means NOT cleaning them IT WOULD BE GAME-CHANGING TO... promote and enhance anti-clean clothes care

19. DO IT: UNPACK YOUR EMPATHY WORK LEAP FROM OBSERVATIONS TO INSIGHTS WRITE YOUR POINT OF VIEW 1. 2. 3.

20. UNPACK INSIGHTS POINT OF VIEW

22. TENSIONS, CONTRADICTIONS, SURPRISES say do think feel

23. UNPACK INSIGHTS POINT OF VIEW

24. INSIGHTS I wonder if this means... think feel TENSIONS, CONTRADICTIONS, SURPRISES

25. UNPACK INSIGHTS POINT OF VIEW

26. WE MET... (extreme user you are inspired by) WE WERE AMAZED TO REALIZE... (what did you learn that’s new?) IT WOULD BE GAME-CHANGING TO... (frame up an inspired challenge for yourself.) (don’t dictate the solution.)

27. DO IT NOW: UNPACK: SHARE STORIES INSIGHTS: INFER FROM OBSERVATIONS POINT OF VIEW: 1 WRITTEN SENTENCE SHARE OUT AT THE END 45 MIN 15 MIN

28. 28

29. WE MET... (extreme user you are inspired by.) WE WERE AMAZED TO REALIZE... (what did you learn that’s new?) IT WOULD BE GAME-CHANGING IF... (frame up an inspired challenge for yourself. don’t dictate the solution.)