WHAT is it?
The goal of this mode is to come up with at least one actionable
problem statement. This actionable problem statement (often referred to
of View (POV)
) is the guiding statement that focuses on the
insights that you uncovered from real users.
WHY do we teach it?
The Define mode is usually seen as a 'narrowing' part of the
process. After collecting volumes of user information, it is time to
distill down to one specific user group, their need and the insight
behind that need so as to unify and inspire a team. During the mode it
is very important to be very specific about users. Is the user 'moms'
or is the user 'former career women that are trying to balance their
family and career'?
Another common pitfall is to be directly
drawn to specific solution ideas. The focus here is still on the needs.
The most interesting and innovative solutions will come from gaps in
systems of use, usability and meaning.
The goal of the Define
- To expose new innovation opportunities by looking at problems
- To guide innovation efforts
- To help a team confirm that what they've identified is something
worth working on
HOW do we teach it?
This mode can be taught in two steps:
of View (POV)
A good intro to Define, can be found in the following slidedeck:
contains an introduction to Define, where it fits in the process, why it
is important and some examples of clearly defined problem statements
evident in the product (i.e. playstation 3 vs wii, method vs CLR, Nikon
A follow-up slidedeck can be found below:
contains an example process of how you might get to a POV. It is
'live-demo' based, meaning that the slides act as prompts to demonstrate
in front of a class, how to get to a POV. Some finer points are also
discussed, such as why should you have a POV and why needs in POVs
should be verbs and not nouns.
DEFINE ACTIVITIES AND CHALLENGES BASED ON SKILL LEVEL
1. Empathy Map
2. Other mapping techniques
1. Want Ad