Oxo Good
Grips
DEFINE
When should you define
your design challenge?
Empathy
DefinePrototype Feedback
Define Ideate
Ideate
WHY Define?
Provides focus/Frames the Challenge
WHY Define?
Provides a reference for evaluating competing ideas/
Empowers your team to make decisions
WHY Define?
Fuels brainstorms by suggesting “how might we” Design Challenge statements
Is something you revisit and reformulate as you learn by doing
User + Need + Insight
User + Need + Insight
Deep! Emotions!
(hint: verb)
Empathetic language
Surprise! Think
Observation +
interpretation
Contains Solution?
Able to create rich
brainstorm?
Clarity of focus:
trying to include too
much?
Unique insights and
language?
Contains Solution?
Able to create rich
brainstorm?
Clarity of focus:
trying to include too
much?
Unique insights and
language?
Sample POV:
An overworked father
needs a massage.
Contains Solution?
Able to create rich
brainstorm?
Clarity of focus:
trying to include too
much?
Unique insights and
language?
Sample POV:
Angst-filled, pop-culture
loving teen seeks way to
figure out his postgraduation plan. Solution
must be able to be
implemented immediately.
Cheap and easy methods
a must.
Now that we know what not to do,
let’s talk about what to do.
User + Need + Insight
User
User ++ Need
Need ++ Insight
Insight
_____ needs _______ .
use
to brush her teeth.
a vacation.
new sneakers.
usability
to brush her teeth at lunch.
to work at a slower
pace.
to workout without
barriers.
meaning
to represent her colleagues
well.
to believe that he
can be healthy
again.
to fit in with the
athletic crew at work.
User
User ++ Need
Need ++ Insight
Insight
_____ needs _______ .
use
usability
meaning
User
User ++ Need
Need ++ Insight
Insight
_____ needs _______ .
use
to brush her teeth.
a vacation.
new sneakers.
usability
to brush her teeth at lunch.
to work at a slower
pace.
to workout without
barriers.
meaning
to represent her colleagues
well.
to believe that he
can be healthy
again.
to fit in with the
athletic crew at work.
User + Need + Insight
Contradiction between what they say
and what they do and what they say
about what they do.
Surprise! Something you learned only
from talking to people.
3 kinds of statements
Madlib
Want ad
metaphor
Modest Mark needs to exercise his
brain in new ways because his sense of
intellectual self doesn’t match how the
world views him.
3 kinds of statements
Madlib
Want ad
metaphor
Modest but confident teen with hidden
smarts seeks way to engage his brain
outside of a worn down, 20th century
school building.
3 kinds of statements
Madlib
Want ad
metaphor
How might we make completing school
like playing a video game?
Individually, take 5 minutes and come up with one of
each based on the work of your group.
Madlib
Modest Mark needs to exercise his brain in
new ways because his sense of intellectual self
doesn’t match how the world views him.
Want ad
Modest but confident teen with hidden smarts
seeks way to engage his brain outside of a
worn down, 20th century school building.
metaphor
How might we make completing school like
playing a video game?
Pair-up: take 8 minutes and give each other feedback around:
Clarify of focus, depth of need, richness of insights, and launch of brainstorm.
Madlib
Modest Mark needs to exercise his brain in
new ways because his sense of intellectual self
doesn’t match how the world views him.
Want ad
Modest but confident teen with hidden smarts
seeks way to engage his brain outside of a
worn down, 20th century school building.
metaphor
How might we make completing school like
playing a video game?
Team: Take 15 minutes and share as a team. Iterate and combine. Come away
with many statements that have:
clarify of focus, depth of need, richness of insights, and launch of brainstorm.
Madlib
Modest Mark needs to exercise his brain in
new ways because his sense of intellectual self
doesn’t match how the world views him.
Want ad
Modest but confident teen with hidden smarts
seeks way to engage his brain outside of a
worn down, 20th century school building.
metaphor
How might we make completing school like
playing a video game?
Each team member: vote for 3 POVs that they want to
carry forward. At the end of 7 minutes, you should know
which POV statements to focus on as a team.
Debrief Define: if you had more time, you’d…