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Point of View

The Point of View (POV) process is an essential tool for designers, enabling them to create focused, user-centered solutions. By framing problems and inspiring teams, a strong POV helps evaluate competing ideas and empowers team members to make independent decisions. It fosters brainstorming through compelling "how might we" statements and resonates with audiences, ensuring that concepts meet targeted needs. Case studies, such as OXO Good Grips and Patagonia, illustrate how effective POVs can guide design choices and lead to popular, impactful products. Embrace the messy yet rewarding journey of developing your POV.

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Point of View

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  1. Point of View

  2. “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

  3. “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

  4. “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

  5. Case study 1 - OXO Good Grips

  6. Case study 1 - OXO Good Grips Takeaway: Solving a specific need for an extreme user can lead to a widely-popular solution.

  7. Case study 2 - Shimano Coasting

  8. 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.”

  9. Case study 2 - Shimano Coasting Takeaway: A strong POV informs design choices

  10. Case study 3 - Patagonia • “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

  11. Takeaway: A POV can guide companies, inspire teams, and provide a reference for evaluating competing ideas.

  12. Case study 4 - Pacific Free Clinic

  13. Case study 4 - Pacific Free Clinic

  14. Case study 4 - Pacific Free Clinic “Non-English-speaking patients need a framework to actively understand their treatment”

  15. 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.

  16. What we’ve doneCoach-driven Empathy maps and personal ads We’re showcasing todayLeadershipVarious synthesis toolsPOV statement iteration and evaluation 

  17. Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language?

  18. 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?

  19. Sample POV: Angst-filled, pop-culture loving teen seeks way to figure out his post-graduation 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? Unique insights and language?

  20. Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language? (travel alarm activity)(Beep…beep…) ┶

  21. Synthesis - The art of making meaning and finding direction. (Now that we know what goldmines look like, let’s talk about finding one)

  22. Tease Out Patterns, Connections & Surprises. Make creative leaps but ground them in the data. Gather & Arrange Data Visibly (Tell the Stories)

  23. Tease Out & Distill Patterns, Connections & Surprises. Create a guiding statement. (PoV) Use the PoV to Generate Ideas & Solutions. Gather & Arrange Data Visibly. (Extract Insights)

  24. Tease Out & Distill Patterns, Connections & Surprises. Create a guiding statement. (PoV) Use the PoV to Generate Ideas & Solutions. (Craft the Message)

  25. TOOLS

  26. flaring focusing TOOLS Flaring Tools Help Generate Alternatives Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs Focusing Tools Help Narrow Choices

  27. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  28. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  29. flaring focusing TOOLS Journey Spatial 2 x 2 Space Saturation Powers of 10 Mapping Tastes Great Boring More Fun Grouping Composite Characters Mad-Libs Less Filling Empathy

  30. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  31. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs Chubby Swinger Guy

  32. flaring focusing TOOLS Space Saturation Powers of 10 Mapping Grouping Composite Characters Mad-Libs

  33. Tips for leading: Have a strategy (explicit) Get a prototype POV quickly Pay attention to process Have good questions at this point, not answers Talk about gut feelings

  34. Go for it! • 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 POV EVALUATION QUESTIONS Contains Solution? Able to create rich brainstorm? Clarity of focus: trying to include too much? Unique insights and language?

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