Define
This is a Focusing stage.
Reframe into a NEW Point of View. The goal is to reframe the problem in a unique & concise way, grounded in insights from your users.
Define: What?
Construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights.
OXO story: need of extreme users lead to innovation that met needs of a much larger group.
How to come to POV? – Focus on a small number of vivid users’ needs.
Define: How?
Come Together and Understand the Experience
Do it now!
45 min: empathy maps & nuggets for users
Identify User, Reveal the Needs, Articulate Insights
Who’s Your User?
What’s an insight?
- 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?
Point of View: Components
Reframe the Problems Into a New Point of View
Do it now: POV mad-lib
40min group time: mad lib iterations
- generate users, needs, insights on post-its
- select & synthesize into a point of view
It is typical of organizations to use what they know about people, or about a market segment, and work from assumptions about what they need.
This does a great job of getting to functional needs, in this case, ways to make the commute FASTER, or SHORTER
We are going to share a repair experience with Erica/John.
We want you to pay attention to what Erica/John thinks, feels, and CARES about to understand needs that are below the surface.
Play: the role of an “imposter” ethnographer.
Note: what is important to Erica and John
What's Important to Erica?
What's Important to John?
How to Brainstorm
In the context of car maintenance …
HMW enable Erica …
To feel empowered
To appear knowledgeable
To trust her mechanic
To learn
To be independent
HMW enable John …
To tackle a challenging problem
To be trusted
To build relationships with customers
To service knowledgeable clientele
