reframe

point of view

a unique, concise reframing of the problem that is grounded in user needs & insights

point of view: what?

all kinds of dirty, one kind of clean

squeaky green

expose new opportunities by looking at things differentlyguide innovation effortsmake sure we’ve identified something worth working on

point of view: why?

“If I had an hour to solve a problem and my life depended on the solution, I’d spend the first 55 minutes determining the proper question to ask, for once I know the proper question to ask, I could solve the problem in less than 5 minutes”

- Attributed to Albert Einstein

point of view: why?

Oxo Good Grips

understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view

point of view: how?

understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view

point of view: how?

understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view

point of view: how?

(embrace video)

understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view

point of view: how?

point of view: components

user be specificneed use verbsinsight observation + interpretation

user desperate mother in rural Nepalneeds to keep her baby warm insight most families don’t have the means to get to a hospital

point of view: components

understand the experience  identify user, reveal the needs, articulate insights reframe the problem into a new point of view

part 1: saturate••

saturationspace

understand the experience share storiesidentify user, reveal the needs, articulate insights grouping : empathy mapsreframe the problem into a new point of view

part 1: saturate methods

quotes & defining words

actions & behaviors feelings & emotions

thoughts & beliefs

< what we see & hear what we feel the user is feeling >

understand the experience 20 min share storiesidentify user, reveal the needs, articulate insights reframe the problem into a new point of view

part 1: saturate timing

understand the experience : share storiesidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view

part 2: synthesize

synthesize: how?

identify patterns

isolate outliers

create composites

understand the experience identify user, reveal the needs, articulate insights(15 min) Discuss patterns, identify outliers, begin to group and re-group reframe the problem into a new point of view

part 1: saturate timing

has empathetic language about the user (think specific)

identifies a need that is deep & emotional(think verb)

incorporates unexpected insights (think observation + interpretation)

point of view: construction

POV Example:User – be specific.Need – use a verb.Insight – include something unexpected/a surprise.

Traveling, harried mother of threeneeds to keep track of her children because the airport feels out of control and full of unknowns.

Traveling, harried mother of threeneeds to keep track of her children because the airport feels out of control and full of unknowns.

Traveling, harried mother of threeneeds to keep her children entertainedbecause she’s worried bored children will annoy already irritable travelers.

Traveling, harried mother of threeneeds to keep track of her children because the airport feels out of control and full of unknowns.

Traveling, harried mother of threeneeds to keep her children entertainedbecause she’s worried bored children will annoy already irritable travelers.

Tired but curious child needs to find something engaging to do, but every time he goes to look at something new, his mother scolds him for running off.

shortspecificsexy

point of view: tips

understand the experience : share storiesidentify user, reveal the needs, articulate insightsreframe the problem into a new point of viewidentify & synthesize + mad lib iterations

part 2: synthesis methods

part 2: synthesize mad-lib

user need insight

part 2: synthesize mad-lib

user need insight

part 2: synthesize mad-lib

user need insight…NEEDS...

...BECAUSE...

POV Example:User – be specific.Need – use a verb.Insight – include something unexpected / a surprise.

Traveling, harried mother of threeneeds to keep track of her children because the airport feels out of control and full of unknowns.

Recommended timing:Each individual creates 2 user descriptions, 2 needs, and 2 insights (10 min)Share and compare (5 min)Construct POV as a group (10 min)