DEFINIR Y PUNTO DE VISTA

Verónica Cabezas

Se agradece el aporte a esta clase por parte de la Universidad de Stanford , d.school, K12 Lab y Pablo Fernandez.

understand the problem 

identify user, reveal the needs, articulate insights 

reframe the problem into a new point of view

part 1: saturate

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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

saturationspace

quotes & defining words

actions & behaviorsfeelings & emotions

thoughts & beliefs

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

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?

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?

•

•

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

point of view: how?

•

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

short

specific

sexy

point of view: tips

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.