Define

Design Thinking

Define

Design 1

This is a Focusing stage.

Define - Focus

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.

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Define 6

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

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Define 7

Do it now!

45 min: empathy maps & nuggets for users

Identify User, Reveal the Needs, Articulate Insights

Who’s Your User?

Embrace Infant Warmer
What's a Need?

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

Point of view: components
Point of View 2
Point of View 3
Point of View 6
Point of View 7
Point of View 5
Point of View 9

Reframe the Problems Into a New Point of View

POV mad-lib

Do it now: POV mad-lib

40min group time: mad lib iterations

  1. generate users, needs, insights on post-its
  2. select & synthesize into a point of view
Erica POV
John POV

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?

Erica Info

What's Important to John?

How to Brainstorm

Brainstorming Rules

In the context of car maintenance … 

Erica

HMW enable Erica … 

To feel empowered

To appear knowledgeable

To trust her mechanic

To learn

To be independent

John

HMW enable John … 

To tackle a challenging problem

To be trusted

To build relationships with customers

To service knowledgeable clientele

Mia July 26, 2021

Please Note