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?

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?

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(embrace video)

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

point of view: how?

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point of view: components

user be specificneed use verbsinsight observation + interpretation

user babies in rural areasneed immediate warmth in early hoursinsight bring warmth to the babies

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

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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 15 min share storiesidentify user, reveal the needs, articulate insights 10 min empathy maps: groupingreframe 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

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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.

A wellness-conscious, Zen-seeking woman needs to see a link between a product and the process that created it because for herimperfections are visual indicators of purity

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

synthesize: how?

identify patterns

isolate outliers

create composites

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.

A wellness-conscious, Zen-seeking woman needs to see a link between a product and the process that created it because for her imperfections are visual indicators of purity.

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)