Analysis is about breaking down complex concepts and problems into smaller, easier-to-understand components. We do this, for example, in the first phase of the design thinking process, the empathy phase, when we observe and document the details that relate to our users. Synthesis, on the other hand, is about creatively assembling the puzzle to form entire ideas. This happens during the definition phase, when we organize, interpret, and understand the data we have collected to create a description of the problem. In addition to the three features mentioned above, it`s also helpful to start the problem with a verb such as „Create,” „Set,” and „Adapt” to make the problem more action-oriented. So be careful. Users will tell you what the problems are with your UX. Listen more carefully when you hear the same problems from more than one user, be prepared to identify problems, and don`t jump straight to solutions. There are a few potential pitfalls in creating a POV declaration; Crazy lib time! This is the fun part where you combine your user, needs, and insight into a concise POV statement. If necessary, condense your statements to create a good story.
. Because they have to walk their dogs every day in all weathers. Wet dogs can catch a cold and they make a mess. Turning the POV statement into a „how could we” question prepares you for an innovative solution in the next step of Design Thinking; the ideation phase. Have you noticed that none of these statements offer a solution? It is intentional. Use these questions to start thinking as a team. The key is to leave room to explore solutions. You can even expand to „What would happen if…” or „What`s stopping us…” As soon as the team feels comfortable. When the questions are complete, consolidate them into a list for the next meeting – your ideation session.
Sounds a bit like a Mad Lib, doesn`t it? In fact, there is a Mad Lib method that I will talk about later in this article, but for now, let`s dive into the steps to create a POV declaration. After forming your POV statements, rephrase them as „How could we. ?” (HMW) Ask. Let`s take the previous example of financial advisors. Some questions might be: The second step in a typical design thinking process is called the definition phase. This involves compiling data from the observational phase (the first step called empathy) to define design problems and challenges. By using methods to synthesize raw data into a meaningful and usable body of knowledge, such as empathy mapping and space saturation and group, we will be able to create an actionable problem or design point of view that inspires idea generation to solve. The questions How could we open up for ideation sessions where you explore ideas that can help you solve your design challenge in innovative ways. Similar to the problems, we have statements of view that; According to the Interaction Design Foundation, „a meaningful and actionable problem that allows you to develop goal-oriented ideas.” The information to create a POV statement comes from listening to your users` thoughts and opinions when you are in the empathy phase of design thinking, and the results will showcase your ideas and design solutions, giving them legs and direction. • describe the user, • define their need, • and provide convincing information about what motivates that need. An integral part of the Design Thinking process is the definition of a meaningful and achievable problem that the Design Thinker will focus on solving. This is perhaps the most difficult part of the design thinking process, as defining a problem (also known as a design challenge) requires you to synthesize your observations about your users from the first phase of the design thinking process called the empathy phase.
We started this section by directly developing a POV declaration. But before we get your idea session, I`d like to share some additional tools and tips to synthesize the data you`ve collected so far (thanks to Stanford D.School Bootleg): After establishing the POV statement, we need to turn it into a question. (Because the questions are thought-provoking!) In three simple words, the question „How could we” open the door to new possibilities. In design thinking, the definition phase is to clarify the problem, to understand what needs to be solved. From product to service, clarity of a problem is crucial, as it leads to what IDEO calls a Point of View (POV) statement. This can be done in a smaller team or simply with the writer and interviewer. (And if you`re in a download session but wasn`t at the initial interview, ask questions. Try to get an idea of what the interview was like.) Place your scenario in a template similar to the following example. This creates a guide to structuring your POV statement. There are three key elements that make up the POV statement: To create a POV statement, simply focus on three elements: Before we get into what poses a big problem, it`s helpful to first understand the relationship between analysis and synthesis that many design thinkers will go through in their projects. Tim Brown, CEO of international design consultancy IDEO, wrote in his book Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation that analysis and synthesis are „equally important and each plays a critical role in the process of creating options and making decisions.” that you have discovered.
It also creates a sense of opportunity and optimism that allows team members to spark ideas in the ideation phase, which is the third and next phase of the design thinking process. A good problem should therefore have the following characteristics. It should be: The POV statement is created by understanding who the users are, what their needs are, and what ideas come from the observations made. This is presented in a simple formula at the bottom of IDEO`s D school: The formula for creating a POV declaration looks a bit like a crazy lib. Fill in the gaps; Of course, there is a wide range of methods to synthesize the data. Try different methods and see what works best for your organization. A few years ago, I came across a book called Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers. If you want to build on your playbook with different activities, I highly recommend you give it a try. You can also see a lot of activity on their website. A point of view (POV) is a meaningful and achievable problem that allows you to develop goal-oriented ideas. Your POV captures your design vision by defining the RIGHT challenge in ideation sessions.
A POV is about turning a design challenge into an actionable problem. .