1. DEFINIR Y PUNTO DE VISTA Verónica Cabezas Abril, 2011

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

4. part 1: saturate • understand the problem identify user, reveal the needs, articulate insights reframe the problem into a new point of view •

5. part 1: saturate methods understand the experience share stories identify user, reveal the needs, articulate insights grouping : empathy maps reframe the problem into a new point of view

6. space saturation

8. thoughts & beliefs quotes & defining words actions & behaviors feelings & emotions what we feel the user is feeling > < what we see & hear

9. part 2: synthesize understand the experience : share stories identify user, reveal the needs, articulate insights reframe the problem into a new point of view •

10. point of view: what? a unique, concise reframing of the problem that is grounded in user needs & insights

11. point of view: why? expose new opportunities by looking at things differently guide innovation efforts make sure we’ve identified something worth working on

12. point of view: how? understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view

13. point of view: how? • understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view •

14. point of view: how? understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view •

15. point of view: components userbe specific need use verbs insight observation + interpretation

16. point of view: components userbabies in rural areas need immediate warmth in early hours insight bring warmth to the babies

17. 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

18. point of view: construction has empathetic language about the user (think specific) identifies a need that is deep & emotional (think verb) incorporates unexpected insights (think observation + interpretation)

19. point of view: tips short specific sexy

20. synthesize:how?

21. identifypatterns

22. isolateoutliers

23. createcomposites

24. part 2: synthesize mad-lib user need insight

25. part 2: synthesize mad-lib user need insight

26. part 2: synthesize mad-lib ...BECAUSE... …NEEDS... user need insight

27. point of view example Young bus traveler... ...needs to catch some sleep at the the bus terminal because his bus leaves early morning and he’s trying to save money by not staying in a hotel.

28. part 2: synthesize mad-lib timing understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view 5 min personal time: identify & synthesize generate users, needs, insights on separate post-its 10 min group time: mad lib iterations share, select & synthesize into a point of view •