“a pov is a compelling statement of user, need, and insight that focuses and inspires your design...
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“A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”
• Provide focus/Frame the problem
• Inspire your team
• Provide a reference for evaluating competing ideas
• Empower your team to make decisions independently in parallel
• Fuel brainstorms by suggesting “how might we” problem statements
• Capture the hearts and minds of people you meet
• Save you from the impossible task of developing concepts that are all things to all people
• Be something you revisit and reformulate as you learn by doing
“A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”
• Provide focus/Frame the problem
• Inspire your team
• Provide a reference for evaluating competing ideas
• Empower your team to make decisions independently in parallel
• Fuel brainstorms by suggesting “how might we” problem statements
• Capture the hearts and minds of people you meet
• Save you from the impossible task of developing concepts that are all things to all people
• Be something you revisit and reformulate as you learn by doing
“A POV is a compelling statement of user, need, and insight that focuses and inspires your design process.”
• Provide focus/Frame the problem
• Inspire your team
• Provide a reference for evaluating competing ideas
• Empower your team to make decisions independently in parallel
• Fuel brainstorms by suggesting “how might we” problem statements
• Capture the hearts and minds of people you meet
• Save you from the impossible task of developing concepts that are all things to all people
• Be something you revisit and reformulate as you learn by doing
Point of View
INSIGHT SOLUTIONPOINT
OFVIEW
INSIGHT SOLUTIONPOINT
OFVIEW
A PoV is a concise synthesis of insights gained during observation that will guide your
decisions as you generate solutions.
INSIGHT SOLUTIONPOINT
OFVIEW
A PoV is a concise synthesis of insights gained during observation that will guide your
decisions as you generate solutions.
It is stems from in your experiences with users and it informs and inspires your ideas and
prototypes.
Peter’s case studies
Oxo Good Grips
What we’ve done:Coach-driven
Personal-ad styleempathy maps
We’re showcasing today: Leadership
Synthesis toolsPOV iteration and viability
Deeper insights
Contains Solution?
Able to create rich brainstorm?
Clarity of focus: trying to include
too much?
Unique insights and language?
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Contains Solution?
Able to create rich brainstorm?
Clarity of focus: trying to include
too much?
Unique insights and language?
Sample POV:An overworked father
needs a massage.
Contains Solution?
Able to create rich brainstorm?
Clarity of focus: trying to include
too much?
Unique insights and language?
Sample POV:Angst-filled, pop-
culture loving teen seeks way to figure out
his post-graduation plan. Solution must be
able to be implemented
immediately. Cheap and easy methods a
must.
(travel alarm activity)
(Beep…beep…)
Contains Solution?
Able to create rich brainstorm?
Clarity of focus: trying to include
too much?
Unique insights and language?
┶
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Synthesis: The art of making meaning and finding direction.
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(Now that we know what goldmines look like, let’s talk about finding one)
(Tell the Stories)
Gather & Arrange
Data Visibly
Tease Out Patterns,
Connections & Surprises. Make
creative leaps but ground them in the
data.
Gather & Arrange
Data Visibly.
Tease Out & Distill Patterns,
Connections & Surprises.
Create a guiding statement.
(PoV)
Use the PoV to Generate
Ideas & Solutions.
(Extract Insights)
Tease Out & Distill Patterns,
Connections & Surprises.
Create a guiding statement.
(PoV)
Use the PoV to Generate
Ideas & Solutions.
(Craft the Message)
Two quick facts about synthesizing:
It takes about as much time to digest information as it did to collect it.
The process is messy and fluid. Be mindful of your process and trust your intuition.
TOOLS
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs
Flaring Tools Help Generate Alternatives
Focusing Tools Help Narrow Choices
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs
Charles & Ray Eames Powers of 10
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs
Journey
Spatial
2 x 2More Fun
Tastes Great
Boring
Less FillingQuotes & defining words
Actions & behaviors
Thoughts & beliefs
Feelings & emotions
Empathy
IDEO confidential
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs Chubby Swinger Guy
TOOLS
flaring
focusing
Space SaturationPowers of 10Mapping
GroupingComposite CharactersMad-Libs
1. Have a strategy (explicit)
2. Get a prototype POV quickly
3. Pay attention to process
4. Have good questions at this point, not answers
5. Talk about gut feelings
Tips for leading:
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