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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
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Empathize DefinePrototype Test Ideate
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Define
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REALIZE FOCUS
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REALIZE NEW INSIGHTS REFRAME THE PROBLEM. UNCOVER OPPORTUNITIES.
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OBSERVATION INSIGHT NOTICE SOMETHING “I WONDER IF THIS MEANS...” ACTIONABLE LEARNING ABOUT PEOPLE INFER
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OBSERVATION + INFERENCE = INSIGHT INFER
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THE SELL: TIDE REMOVES TOUGH STAINS
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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
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The Perennial Objective: IMPROVE THE STAIN- REMOVING PERFORMANCE OF TIDE The Realization: IT’S NOT ABOUT CLEANING. IT’S ABOUT CARING FOR CLOTHES.
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Define REALIZE FOCUS
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ON ONE MEANINGFUL CHALLENGE
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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.)
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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
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DO IT: UNPACK YOUR EMPATHY WORK LEAP FROM OBSERVATIONS TO INSIGHTS WRITE YOUR POINT OF VIEW 1. 2. 3.
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UNPACK INSIGHTS POINT OF VIEW
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TENSIONS, CONTRADICTIONS, SURPRISES say do think feel
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UNPACK INSIGHTS POINT OF VIEW
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INSIGHTS I wonder if this means... think feel TENSIONS, CONTRADICTIONS, SURPRISES
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UNPACK INSIGHTS POINT OF VIEW
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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.)
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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
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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.)
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