Learning Objectives
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# Learning Objectives - Synthesize research into actionable problem statements - Create user personas and journey maps - Frame the problem for ideation - Week 2: Empathy research completed ## 1. The Define Phase **Purpose:** Synthesize empathy findings into a clear, human-centered problem statement that guides ideat...
Learning Objectives
- Synthesize research into actionable problem statements
- Create user personas and journey maps
- Frame the problem for ideation
- Week 2: Empathy research completed
1. The Define Phase
Purpose: Synthesize empathy findings into a clear, human-centered problem statement that guides ideation.
Point of View (POV) Statement: A structured problem statement: "[User] needs [need] because [insight]."
Example: "A busy working parent needs a way to prepare healthy meals quickly because they feel guilty about serving convenience food to their children."
2. User Personas
Fictional character representing a user segment, based on research. Includes:
- Demographics (name, age, occupation)
- Goals and motivations
- Frustrations and pain points
- Behavior patterns
- Quote capturing their attitude Benefits: Builds empathy, aligns team, prevents self-referential design, enables scenario testing.
3. Journey Mapping
Visual representation of a user's experience across touchpoints and time.
Components: Stages, actions, thoughts, emotions, touchpoints, pain points, opportunities.
Value: Reveals pain points and opportunities at each stage. Shows the emotional arc of user experience.
Q1: What is a Point of View (POV) statement?"[User] needs [need] because [insight]." It frames the problem from the user's perspective, focusing design efforts on addressing the real need. Example: "A college student needs to find affordable textbooks because they're on a tight budget and need course materials to succeed." Q2: How is a persona different from a market segment?Segment: demographic/psychographic group (e.g., millennials). Persona: specific character with name, face, story (e.g., "College Student Priya"). Personas make users real and relatable, building empathy. Q3: What is a customer journey map?Visual tool showing user's experience across all touchpoints and stages (awareness, consideration, purchase, use, support). Captures actions, thoughts, emotions at each stage. Reveals pain points and opportunities. Q4: What makes a good problem statement?Human-centered (not technology-focused), broad enough for creativity, narrow enough to be actionable, framed positively, based on real user insights, avoids suggesting solutions. Q5: What is a "How Might We" (HMW) question?Reframes POV into opportunity for ideation. "How might we help busy parents prepare healthy meals quickly?" HMW questions should be open-ended, optimistic, and actionable. Join Discord PreviousEmpathize PhaseNextIdeate Phase