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Bootcamp Define Lecture
2
Empathize
Define Prototype
Test
Ideate
Define
Define
REALIZE
FOCUS
REALIZE NEW INSIGHTS REFRAME THE PROBLEM. UNCOVER OPPORTUNITIES.
OBSERVATION INSIGHT
NOTICESOMETHING
“I WONDER IF THIS MEANS . . .”
ACTIONABLELEARNING
ABOUT PEOPLE
INFER
OBSERVATION + INFERENCE = INSIGHTINFER
THE SELL:
TIDE REMOVES TOUGH STAINS
Millennials care about their clothes, and that means not cleaning them
We heard:
“I rarely wash my jeans, I want them to look great longer”
We observed: Jeans on the back of a chair
The Perennial Objective:
IMPROVE THE STAIN-REMOVING PERFORMANCE OF TIDE
The Realization:
IT’S NOT ABOUT CLEANING. IT’S ABOUT CARING FOR CLOTHES.
Define
REALIZE
FOCUS
FOCUS ON ONE MEANINGFUL CHALLENGE
WE MET . . .(extreme user you are inspired by)
WE WERE AMAZED TO REALIZE . . .(what did you learn that’s new?)
IT WOULD BE GAME-CHANGING TO . . .(frame up an inspired challenge for yourself.) (don’t dictate the solution.)
WE MET . . .a young man living in an apartment in Southern California
WE WERE AMAZED TO REALIZE . . .he and other millennials do care about their clothes, and that means NOT cleaning them
IT WOULD BE GAME-CHANGING TO . . .promote and enhance anti-clean clothes care
DO IT:UNPACK YOUR EMPATHY WORK
LEAP FROM OBSERVATIONS TO INSIGHTS
WRITE YOUR POINT OF VIEW
1.
2.
3.
UNPACK
INSIGHTS
POINT OF VIEW
TENSIONS, CONTRADICTIONS, SURPRISES
say
do
think
feel
UNPACK
INSIGHTS
POINT OF VIEW
INSIGHTS
I wonder if this means . . .
think
feel
TENSIONS, CONTRADICTIONS, SURPRISES
UNPACK
INSIGHTS
POINT OF VIEW
WE MET . . .(extreme user you are inspired by)
WE WERE AMAZED TO REALIZE . . .(what did you learn that’s new?)
IT WOULD BE GAME-CHANGING TO . . .(frame up an inspired challenge for yourself.) (don’t dictate the solution.)
DO IT NOW:UNPACK: SHARE STORIES
INSIGHTS: INFER FROM OBSERVATIONS
POINT OF VIEW: 1 WRITTEN SENTENCE
SHARE OUT AT THE END
45 MIN
15 MIN
15 MIN
28
WE MET . . .(extreme user you are inspired by.)
WE WERE AMAZED TO REALIZE . . .(what did you learn that’s new?)
IT WOULD BE GAME-CHANGING IF . . .(frame up an inspired challenge for yourself.
don’t dictate the solution.)
