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This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/

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.)