Teaching Guide To Define

• 10:05        10 min  Define - Intro10:15        15 min  Define - cluster/arrange observations10:30        10 min  POV - Intro10:40        15 min  POV - Develop10:55        5 min   Pre-brunch Stoke11:00        d. Brunch

Try very hard to start on time

• Remind the students that they have just completed 1 of 5 modules that we experience today.

• The next module is define. Show empathy that this is hard because they have first to share a maximum and than focus. This will imply to let got of interesting and valuable ideas.

• The main points to hit here:– Share and saturate with volume

– Explain in detail slide 10 and 11 so the groups have a clear idea of the task

1

reframe

point of view

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 stories

identify user, reveal the needs, articulate insights grouping : empathy maps

reframe the problem into a new point of view

part 1: saturate methods

quotes & defining words

actions & behaviorsfeelings & emotions

thoughts & beliefs

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

understand the experience 5 min share stories, highlighting key phrases and emotions

identify user, reveal the needs, articulate insights 10 min empathy maps

part 1: saturate timing

Teaching Guide To synthesize

• 10:05        10 min  Define - Intro10:15        15 min  Define - cluster/arrange observations10:30        10 min  POV - Intro10:40        15 min  POV - Develop10:55        5 min   Pre-brunch Stoke11:00        d. Brunch

Try very hard to start on time

• Congratulate the students for mapping al their findings

• The next module is to Synthesize. Assure them that this is a hard but defining moment for their team. This will imply to let got of interesting and valuable ideas.

• The main points to hit here:– This is now about reframing the problem in a new POV

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

– USER - has empathetic language about the user (think specific)

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

– INSIGHT - incorporates unexpected insights (think observation + interpretation)

– make sure we’ve identified something worth working on 13

understand the experience : share stories

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

part 2: synthesize

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

point of view: what?

All work, no playToys on wheels

expose new opportunities by looking at things differently

guide innovation efforts

make sure we’ve identified something worth working on

point of view: why?

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

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understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

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point of view: components

user be specific

need use verbs

insight observation + interpretation

user babies in rural areas

need immediate warmth in early hours

insight bring warmth to the babies

point of view: components

user traveling, harried mother of three

needs to carry lots of luggage while caring for her children

Insight (because) there are more distractions than than safe-havens at the airport

point of view: components

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

point of view: example

conquistador explorer......seeks to discover the spices in the Stanford secret sauce,& take home the ultimate recipe for innovation.

short

specific

sexy

point of view: tips

understand the experience : share stories

identify user, reveal the needs, articulate insights

reframe 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...

point of view example

Young bus traveler......needs to catch some sleep at the the bus terminal becausehis bus leaves early morning and he’s trying to save money by not staying in a hotel.

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

5 min personal time: identify & synthesizegenerate users, needs, insights on separate post-its

10 min group time: mad lib iterationsshare, select & synthesize into a point of view

part 2: synthesize mad-lib timing

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