Point of View
“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
Case study 1 - OXO Good Grips
Case study 1 - OXO Good Grips
Takeaway:
Solving a specific need for an
extreme user can lead to a
widely-popular solution.
Case study 2 - Shimano Coasting
Case study 2 - Shimano Coasting
“Coasting is a casual
bike experience for the
millions of Americans
who remember riding
a bike as a kid and
want to relive that
experience
effortlessly.”
Case study 2 - Shimano Coasting
Takeaway:
A strong POV informs
design choices
Case study 3 - Patagonia
“Build the best
product, cause no
unnecessary harm,
use business to
inspire and
implement solutions
to the environmental
crisis.”
Takeaway:
A POV can guide companies, inspire teams, and provide a
reference for evaluating competing ideas.
Case study 4 - Pacific Free Clinic
Case study 4 - Pacific Free Clinic
Case study 4 - Pacific Free Clinic
“Non-English-speaking patients need
a framework to actively understand
their treatment”
Case study 4 - Pacific Free Clinic
“Non-English-speaking patients need
a framework to actively understand
their treatment”
Takeaway:
Reaching a POV is a messy but rewarding process that
demands patience, leadership, and mindfulness of process.
What we’ve done
Coach-driven
Empathy maps and
personal ads

We’re showcasing today
Leadership
Various synthesis tools
POV statement iteration and
evaluation
Contains Solution?
QuickTime™ and a
T IFF (Uncompressed) decompressor
are needed to see this picture.
Able to create rich
brainstorm?
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Clarity of focus:
trying to include too
much?
Unique insights and
language?
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
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 postgraduation plan. Solution
must be able to be
implemented immediately.
Cheap and easy methods
a must.
Contains Solution?
Able to create rich
brainstorm?
┶
Clarity of focus:
trying to include
too much?
(travel alarm
activity)
(Beep…beep…)
Qui ckT ime™ and a
T IFF (Uncompres sed) decompres sor
are needed to s ee this picture.
Unique insights and
language?
Synthesis - The art of making meaning
and finding direction.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
(Now that we know what goldmines look like,
let’s talk about finding one)
Gather &
Arrange
Data Visibly
(Tell the Stories)
Tea
Pa
Conn
Surpr
creativ
ground
y.
Tease Out & Distill
Patterns,
Connections &
Surprises.
Create a guiding
statement.
(PoV)
(Extract Insights)
U
to
S
Distill
s,
ns &
s.
iding
nt.
Use the PoV
to Generate
Ideas &
Solutions.
(Craft the Message)
TOOLS
TOOLS
Flaring Tools Help
Generate Alternatives
flaring
Space Saturation
Powers of 10
Mapping
focusing
Grouping
Composite Characters
Mad-Libs
Focusing Tools Help
Narrow Choices
TOOLS
flaring
Space Saturation
Powers of 10
Mapping
focusing
Grouping
Composite Characters
Mad-Libs
TOOLS
flaring
Space Saturation
Powers of 10
Mapping
focusing
Grouping
Composite Characters
Mad-Libs
TOOLS
Journey
flaring
Space Saturation
Powers of 10
Mapping
Spatial
Tastes Great
focusing
2x2
Grouping
Composite Characters
Mad-Libs
Boring
More Fun
Less Filling
Quotes & defining words
Thoughts & beliefs
Actions & behaviors
Feelings & emotions
Empathy
TOOLS
flaring
Space Saturation
Powers of 10
Mapping
focusing
Grouping
Composite Characters
Mad-Libs
TOOLS
flaring
Space Saturation
Powers of 10
Mapping
focusing
Grouping
Composite Characters
Mad-Libs
Chubby Swinger Guy
TOOLS
flaring
Space Saturation
Powers of 10
Mapping
focusing
Grouping
Composite Characters
Mad-Libs
Tips for leading:
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
Go for it!
POV EVALUATION
QUESTIONS
Contains Solution?
Able to create rich
brainstorm?
Clarity of focus: trying to
include too much?
Unique insights and
language?
SYNTHESIS TOOLS
BUILD EMPATHY
Composite characters
Space saturation
Day in the life
UNDERSTAND NEEDS
Powers of 10
How/why questions
Needs hierarchies
DEEPEN INSIGHTS
Mindmaps
2x2s
Timelines
Position maps
Out of the box experience
Grouping
Typologies
Pattern languages
Mad libs