3. mindful of process: focus vs. flare
empathize
test
define
ideate
prototype

4. what are some of your user’s needs?
human emotional and physical necessities
the goals, motivations and emotions of
your user
they are verbs, not nouns

5. what are insights?
why do you think this user has this need?
what’s beneath this need?
why do you think this user has this need in
this context?
what do you see that your user doesn’t?

6. How to set up a POV
(Name) plus some important definitive descriptors…
needs a way to (Verb)…
Unexpectedly, in his/her world (Insight)…
Take a stand specifically stating the meaningful challenge that you want to
take on.
Does it feel like a problem worth tackling?
Make it juicy, make it actionable, because it's the problem you're going to
tackle with your design.

7. why are we doing this…
What’s the POV for?
• Create a shared understanding of why this user
matters to your team
• Who they are and why they’re actually
interesting
• You can ditch some practical detail and keep
the psychological detail – be faithful to the spirit of
your user

8. An NBC Bay Area Example
We met Myra, an 89 year old firecracker with a lifestyle
that rivals that of a 30 year old.
We were amazed to realize that our inspiration for
reimagining the digital experience could be bolstered by
someone so removed from our assumed target audience.
It would be a game changer if we could create something
that inspired her to overcome her perception of the online
experience as daunting… and offered her a sense of
willingness to trust and embrace the medium as useful
and valuable.

9. your goal…
Set up a succinct statement…
Be sure it distills your findings into an
actionable problem statement.
Be sure it identifies your user, a worthy
need to address, and insights that you
can leverage.

10. unpack your empathy work
GET
STARTED!!!