Chapter-2

Defining Needs

Define:-

In this phase, the information gathered during the empathy phase is analyzed and synthesized to
define the core problem that needs to be addressed. This is where "Point of View" comes into
play.

Before delving into its application, it's essential to comprehend what Point of View means in the
realm of design thinking. PoV is a narrative that encapsulates the user's needs, insights, and
desires. It is a synthesized and empathetic interpretation of the user's perspective, enabling
designers to grasp the context of a problem and, subsequently, generate innovative solutions.

Explain how PoV can be used in defining the design problem:-

The process of design involves a series of iterative steps aimed at solving problems and creating
innovative solutions. One crucial phase in this process is defining the problem itself. The Point
of View (PoV) is a powerful tool in this context, as it allows designers to gain a deeper
understanding of the user's perspective, needs, and challenges. This essay explores how PoV can
be effectively employed to define design problems, providing insights into the methodology,
benefits, and practical applications supported by illustrative diagrams and tables.

1. Empathy-driven Problem Definition:-

PoV is inherently linked to empathy. By putting

themselves in the user's shoes, designers can create a narrative that reflects the user's feelings,
motivations, and challenges. This narrative becomes the lens through which the design problem
is viewed, ensuring that the problem definition is rooted in a deep understanding of the user's
experiences.

2. Identification of Pain Points and Opportunities:-

Through the process of developing a PoV,

designers can identify pain points and opportunities embedded in the user's journey. Pain points
represent areas of frustration or dissatisfaction, while opportunities signify areas where
improvements or innovations can be introduced. This dual perspective allows for a holistic
problem definition that goes beyond surface-level issues.

3. Refinement of Problem Scope:-

Defining the problem is a delicate balance between specificity

and generality. PoV aids in refining the scope of the problem by highlighting the core issues that
need to be addressed. It prevents designers from either oversimplifying the problem or getting
lost in intricate details, ensuring that the defined problem aligns with the user's needs and
aspirations.

Creating a Point of View:-

1. User Research and Observation:-

The foundation of a strong PoV lies in comprehensive user

research and observation. Designers need to immerse themselves in the user's environment,
conduct interviews, and observe user behavior. This data forms the basis for constructing a
narrative that encapsulates the user's journey, pain points, and aspirations.

2. Persona Development:-

Personas are fictional characters created to represent different user

segments. Developing personas is a useful technique in PoV creation, as it helps in personalizing
the user experience. Personas add a human touch to the design process, making it easier to
empathize with the end-users and create a more meaningful Point of View.

3. Empathy Maps:-

Empathy maps visually represent what a user thinks, feels, hears, and sees.
They are instrumental in developing a comprehensive understanding of the user's emotions and
experiences. By mapping out these elements, designers can identify patterns and insights that
contribute to the creation of a nuanced PoV.

Practical Application: Case Study

To illustrate the application of PoV in defining design problems, consider the redesign of a
mobile banking app. The initial problem statement might be broad, such as "Improve the user
experience of our mobile banking app." Through the lens of PoV, this broad problem can be
refined into a more specific and user-centric challenge. Improve the user experience of our
mobile banking app.

Point of View:-(Example)Sana, a busy professional, struggles with navigating the app

efficiently. She often forgets her login credentials, leading to frustration and a time-consuming
recovery process. Empathy Map Insights:-

Thinks: "The app is too complicated."

Feels: "Frustrated and overwhelmed."

Hears: "Others complaining about similar issues."

Sees: "Competitor apps with simpler interfaces."

Refined Problem Statement: Enhance the app's navigation and authentication process to cater
to users like Sara, who value simplicity and efficiency.

Iterative Nature of Point of View:- It's crucial to note that the creation of a PoV is an iterative
process. As the design team gains more insights through prototyping, testing, and feedback, the
PoV may need refinement. This iterative nature ensures that the evolving understanding of user
needs is continually incorporated into the problem definition.

Benefits of PoV in Defining Design Problems

1. Enhanced Problem Definition Precision: By encapsulating user experiences in a narrative

form, PoV helps craft precise problem statements. This precision is essential for guiding the
design process, ensuring that efforts are concentrated on addressing the most critical user pain
points.

2. Alignment with User Expectations:-PoV facilitates a deep understanding of user

expectations. Designers can align their problem definition with what users truly desire, creating
solutions that resonate with the target audience. This alignment enhances the chances of user
acceptance and adoption of the final design.

3. Facilitation of Collaborative Design:- Creating a PoV often involves collaborative efforts

within a design team. It encourages cross-disciplinary discussions and brings together diverse
perspectives. This collaborative approach enriches the problem definition process by integrating
insights from various team members.
4. Improved Design Decision-Making:- A well-defined PoV serves as a compass for design
decision-making. When faced with choices during the design process, referring back to the PoV
ensures that decisions align with the user's needs and expectations. This consistency contributes
to the overall success of the design solution.

5. Iterative Feedback Loop:- The iterative nature of PoV means that it can be continuously
refined based on user feedback and testing results. This feedback loop ensures that the design
team remains adaptable and responsive to evolving user needs throughout the design process.

Use a structured approach to arrive at a PoV.

A Point of View (PoV) in design thinking serves as a concise and focused statement that captures
the user's needs, insights, and desires identified during the empathy phase. It is a crucial step in
the design thinking process as it guides the team in framing the problem in a way that inspires
creative solutions. Here is a structured approach to arriving at a PoV:

Revisit Empathy Findings: Start by revisiting the empathy findings gathered during the
empathize phase. This includes user interviews, observations, and any other research conducted
to understand the user's perspective.

Identify key themes, pain points, aspirations, and insights that emerged from the empathetic
exploration. The goal is to distill the rich data into actionable and meaningful observations.

Define the User:-Clearly define the primary user or users for whom the design solution is
intended. Understand their demographics, behaviors, and specific needs that have been
highlighted through the empathy phase.

Create a persona or user profile to embody the characteristics and attributes of the target user,
providing a reference point for the PoV.

Identify User Needs and Insights:-Extract user needs and insights from the empathy findings.
These are the fundamental requirements and underlying motivations that the design solution
should address. Focus on both explicit and implicit needs, considering not only what users say
but also what they may not explicitly express.

Craft a Problem Statement:- Formulate a clear problem statement based on the identified user
needs and insights. The problem statement should be framed in a way that inspires creative
solutions and is not overly restrictive.

Use the "How Might We" (HMW) format to pose the problem as an open-ended question,
inviting a variety of potential solutions.
Define Design Criteria:- Establish criteria that the proposed solution should meet to effectively
address the identified problem. These criteria act as a set of benchmarks against which potential
ideas can be evaluated. Criteria may include usability, feasibility, desirability, scalability, and
alignment with the organization's goals.

Prioritize User Needs:-Prioritize the identified user needs based on their significance and
impact on the overall problem. This prioritization helps in focusing the design solution on the
most critical aspects that will make a meaningful difference for the user.Consider the urgency
and importance of each need to guide the team in allocating resources effectively.

Craft a Point of View Statement:-Synthesize the insights, problem statement, user needs, and
prioritized criteria into a concise and compelling Point of View statement.The PoV should be
human-centred, specific, and inspiring, capturing the essence of the user's experience and the
design challenge at hand.

Use the Mad Libs Technique:- Consider using the Mad Libs technique to structure the PoV
statement. This involves filling in the blanks in a predefined template to create a standardized
and consistent format.The Mad Libs format typically includes elements such as "User [insert
user type] needs a way to [insert user need] because [insert insight]".

Seek Team Alignment:- Present the drafted PoV statement to the design team and stakeholders.
Ensure that there is a shared understanding and alignment regarding the user, the problem, and
the criteria for a successful solution.Encourage feedback and refinement based on collective
insights and perspectives.

Refine Iteratively: Recognize that the PoV is not a static document but an evolving one. As the
design process progresses and more insights are gained, be prepared to revisit and refine the
PoV.Iterative refinement ensures that the PoV remains relevant and continues to guide the team
toward meaningful solutions.

Use Visuals to Enhance Understanding:- Consider complementing the PoV statement with
visuals such as user journey maps, empathy maps, or key insights presented graphically. Visuals
can enhance the understanding of the user context and problem statement.

Align with Stakeholder Objectives: Ensure that the PoV aligns with the broader objectives and
goals of stakeholders and the organization. This alignment is critical for securing support and
resources for the design solution.By following this structured approach, design thinking teams
can develop a clear and actionable Point of View that serves as a guiding beacon for the
subsequent ideation, prototyping, and testing phases of the design process. The PoV should
resonate with the user's perspective and inspire the team to create innovative and meaningful
solutions.
Key Point:-

Point of View is a valuable tool in the designer's arsenal for defining design problems. Its
empathetic approach, combined with user-centric methodologies like persona development.

Ideation for Solutions

Ideation:-

Ideation is a critical phase in the design thinking process, where the goal is to generate a diverse
range of creative solutions to a given problem or challenge.

List the best practices for conducting a successful ideating session

Successful ideation sessions are essential for fostering innovation and arriving at novel,
user-centric ideas. Implementing best practices during these sessions can significantly enhance
the quality and effectiveness of the generated solutions. Here are some key best practices for
conducting a successful ideation session:-

1. Create a Diverse and Cross-Functional Team:

Rationale: A diverse team brings together a variety of perspectives, skills, and experiences,
contributing to a richer pool of ideas.

Implementation: Assemble a team with members from different departments, roles, and
backgrounds. This diversity can lead to a more holistic exploration of the problem and a wider
range of potential solutions.

2. Establish a Clear Problem Statement:

Rationale: Clarity in the problem statement ensures that participants focus their ideation efforts
on the specific challenge at hand.

Implementation: Clearly define and communicate the problem or opportunity that the ideation
session aims to address. A well-defined problem statement provides a framework for generating
relevant and targeted solutions.

3. Encourage a Positive and Open Atmosphere:

Rationale: A positive and open atmosphere fosters creativity and encourages participants to share
their ideas without fear of judgment.

Implementation: Set the tone for the session by emphasizing that all ideas are valuable and will
be considered. Use icebreakers or warm-up activities to create a comfortable and collaborative
environment.

4. Utilize Design Thinking Facilitation Techniques:

Rationale: Design thinking facilitation techniques help guide the ideation process and keep
participants engaged.

Implementation: Incorporate techniques such as brainstorming, mind mapping, and role-playing

to stimulate creative thinking. Facilitators should be skilled in keeping the session focused,
encouraging participation, and maintaining a positive energy.

5. Establish Time Constraints:

Rationale: Time constraints encourage participants to think quickly and prevent overthinking,
fostering spontaneous and creative ideas.

Implementation: Set specific time limits for ideation activities. For example, use short bursts of
intense idea generation, like the Crazy 8s technique, to promote rapid thinking and diverse
contributions.

6. Focus on Quantity Before Quality:

Rationale: Emphasizing quantity first encourages a broad exploration of ideas, which can later be
refined and narrowed down.

Implementation: Encourage participants to generate as many ideas as possible without evaluating

or critiquing them initially. Quantity can lead to unexpected and innovative solutions that may
not emerge in a more constrained ideation process.

7. Emphasize User-Centric Thinking:

Rationale: Design thinking is inherently user-centric, and keeping the end user in mind leads to
solutions that better meet their needs.

Implementation: Throughout the ideation session, consistently refer back to user personas or
empathy maps. Ask participants to consider how their ideas address specific user pain points or
aspirations, ensuring solutions are grounded in real user needs.
 8. Combine and Build on Ideas Collaboratively:

Rationale: Collaboration enhances the ideation process by leveraging the collective intelligence
of the team.

Implementation: Encourage participants to build on each other's ideas. Use techniques like "Yes,
and..." to promote a positive and additive mindset. This collaborative approach can lead to more
comprehensive and innovative solutions.

9. Divergent and Convergent Thinking:

Rationale: Ideation involves both divergent thinking (generating a wide range of ideas) and
convergent thinking (narrowing down and selecting the best ideas).

Implementation: Design the session to include both divergent and convergent phases. Begin with
expansive brainstorming sessions and later transition to activities that involve refining and
prioritizing ideas, such as dot voting or affinity clustering.

10. Mix Individual and Group Activities:

Rationale: Balancing individual and group activities allows for a combination of independent
creativity and collaborative synergy.

Implementation: Start with individual idea generation exercises and then transition to group
activities for sharing, building, and refining ideas. This alternating approach caters to both
independent and collective strengths.

11. Use Visual Tools and Stimuli:

Rationale: Visual aids can stimulate creativity and provide new perspectives on the problem.

Implementation: Incorporate visual tools such as images, videos, or props to inspire ideas. Visual
stimuli can trigger new connections and associations, leading to more imaginative solutions.

12. Encourage Reflection and Iteration:

Rationale: Reflection allows participants to revisit and refine their ideas, contributing to
continuous improvement.

Implementation: Build in moments for reflection during the ideation session. Encourage
participants to review and iterate on their ideas based on feedback from the group or facilitators.
Iteration is a key element in refining concepts towards more effective solutions.

13. Maintain Flexibility and Adaptability:

Rationale: Flexibility allows the ideation session to respond to unexpected insights or changes in
direction.

Implementation: Be prepared to adapt the session based on the dynamics of the group and the
emergence of promising ideas. Flexibility allows for the incorporation of unexpected inspirations
and encourages participants to explore new directions.

14. Provide Positive Feedback:

Rationale: Positive reinforcement encourages participation and reinforces the value of creative
contributions.

Implementation: Acknowledge and celebrate ideas, highlighting their positive aspects. Positive
feedback creates a supportive environment and motivates participants to continue generating
innovative solutions.

15. Test and Refine Ideas with Real Users:

Rationale: Testing ideas with real users provides valuable insights and ensures that solutions
align with user needs and expectations.

Implementation: Plan for user testing as part of the ideation process. Once initial concepts are
developed, gather feedback from target users to identify areas for improvement and refinement.

16. Set Clear Objectives and Outcomes:

Rationale: Clearly defined objectives provide a sense of purpose and direction for the ideation
session.

Implementation: Communicate the session's goals, desired outcomes, and how the generated
ideas will contribute to the overall design challenge. This clarity helps participants stay focused
and aligned with the intended objectives.

17. Follow Up and Iterate on Ideation:

Rationale: Ideation is an iterative process, and ongoing refinement leads to stronger solutions.

Implementation: After the ideation session, review the generated ideas and feedback. Consider
additional ideation sessions or incorporate new insights into the ongoing design process. Iterative
ideation ensures that the solutions evolve and improve over time.

18. Celebrate Success and Learn from Challenges:

Rationale: Recognizing successes and learning from challenges contributes to the overall growth
and effectiveness of the team.

Implementation: Take time to celebrate the achievements of the ideation session. Recognize and
acknowledge individual and collective contributions. Additionally, conduct a retrospective to
identify areas for improvement and incorporate lessons learned into future ideation sessions.

Describe the techniques for evaluating and prioritizing ideas

In the context of design thinking, several techniques can be employed during the ideation phase
to assess and rank ideas. This discussion will delve into these techniques, providing insights into
their application and benefits.

Brainstorming:-

Definition: Brainstorming is a widely recognized ideation technique that encourages the free
flow of ideas within a group setting.

Application: In the ideation phase, brainstorming allows participants to generate a large quantity
of ideas without immediate criticism. It fosters a creative and collaborative environment,
leveraging the diverse perspectives of team members.

Evaluation: After the brainstorming session, ideas can be evaluated based on criteria such as
feasibility, novelty, and alignment with user needs. This evaluation helps in identifying standout
ideas for further consideration.

Mind Mapping:

Definition: Mind mapping is a visual technique that involves creating a diagram to visually
organize information and explore the relationships between ideas.

Application: During ideation, mind mapping can be used to capture and connect various
concepts, facilitating the exploration of interconnected ideas. It helps in uncovering potential
solutions that may not be immediately evident.

Evaluation: Mind maps serve as visual representations of the ideation process. Evaluation can
involve analyzing the branches of the mind map for the richness and diversity of ideas. Ideas in
densely connected clusters may indicate areas of particular promise.

Rapid Prototyping:
Definition: Rapid prototyping involves creating quick, low-fidelity representations of ideas to
test their viability and gather feedback.

Application: In design thinking, rapid prototyping is not limited to physical prototypes but can
also include sketches, wireframes, or digital mock-ups. Creating tangible representations allows
for a more concrete evaluation of ideas.

Evaluation: Prototypes can be tested with users or stakeholders to gather feedback on the
desirability and feasibility of the ideas. This iterative process helps in refining and prioritizing
concepts.

Storyboarding:

Definition: Storyboarding is a technique that involves creating a sequence of images or sketches

to represent the user experience or the implementation of an idea.

Application: During ideation, storyboarding helps in visualizing how an idea will unfold in
real-world scenarios. It brings a narrative dimension to the ideation process, aiding in the
exploration and communication of complex ideas.

Evaluation: Storyboards can be evaluated based on their ability to convey the essence of an idea,
its user-centricity, and its alignment with the overall design challenge. The visual nature of
storyboards makes them accessible for team members and stakeholders.

SCAMPER Technique:

Definition: SCAMPER is an acronym that stands for Substitute, Combine, Adapt, Modify, Put to
Another Use, Eliminate, and Reverse. It is a lateral thinking technique designed to stimulate
creativity by encouraging modifications to existing ideas.

Application: During ideation, SCAMPER prompts participants to consider different perspectives

on their ideas. For example, they might explore how an idea could be modified, combined with
another concept, or reversed to achieve a different outcome.

Evaluation: Ideas generated using SCAMPER can be evaluated based on their novelty,
feasibility, and potential to address the design challenge from unconventional angles.

Dot Voting:
Definition: Dot voting is a democratic technique where participants are given a certain number of
votes (represented by dots) to allocate to their preferred ideas.

Application: After an ideation session, dot voting allows participants to express their preferences
anonymously. It's a quick and efficient way to gauge the collective interest in various ideas.

Evaluation: Ideas with the highest number of votes are considered more favorably by the group,
indicating a potential consensus. Dot voting is particularly useful for large groups where
individual voices may get lost in the discussion.

Crazy 8s:

Definition: Crazy 8s is a fast-paced ideation exercise where participants sketch or write down as
many ideas as possible within a set time limit (usually 8 minutes).

Application: This technique encourages rapid idea generation and prevents overthinking. It is
especially useful when a burst of creativity is needed to break through mental blocks.

Evaluation: While Crazy 8s itself may not involve direct evaluation, the subsequent sharing and
discussion of ideas allow for collective evaluation. Participants can identify the most promising
concepts and explore them further.

Role Storming:

Definition: Role storming involves participants adopting the perspectives and roles of others to
generate ideas. It is particularly effective in breaking down mental barriers and fostering
empathy.

Application: During ideation, role storming can help participants view the design challenge from
different angles. By adopting personas or roles unrelated to their own, individuals can bring fresh
perspectives to the ideation process.

Evaluation: Ideas generated through role storming can be evaluated based on their ability to
incorporate diverse viewpoints and address potential user needs that might have been
overlooked.

The Three Horizons Model:

Definition: The Three Horizons Model is a framework for categorizing and prioritizing ideas
based on their time horizon. Horizon 1 represents ideas for immediate implementation, Horizon
2 includes ideas for medium-term development, and Horizon 3 consists of long-term visionary
ideas.

Application: During ideation, the model helps teams consider a balanced portfolio of ideas that
address current needs, emerging trends, and future opportunities.

Evaluation: Ideas can be categorized into the three horizons, and resources can be allocated
based on the organization's strategic priorities for short-term gains and long-term innovation.

User Persona Analysis:

Definition: Creating user personas involves developing fictional characters that represent
different segments of the target audience. This technique helps in understanding user needs and
preferences.

Application: During ideation, referring to user personas guides the generation of ideas that align
with the intended audience. It ensures that the solutions are user-centric and address real-world
needs.

Evaluation: Ideas can be evaluated based on their relevance to the identified user personas.
Solutions that resonate with the characteristics and preferences of the personas are more likely to
succeed in the market.

Empathy Mapping:

Definition: Empathy mapping involves creating a visual representation of a user's experience and
emotions related to a specific problem or challenge.

Application: During ideation, empathy mapping helps teams empathize with users and identify
pain points, aspirations, and opportunities. It ensures that generated ideas are rooted in a deep
understanding of user needs.

Evaluation: Ideas can be evaluated based on their ability to address the emotions and experiences
identified in the empathy mapping process. Solutions that resonate with users on an emotional
level are more likely to gain acceptance.
Mood Boards:

Definition: Mood boards are visual collages that combine images, colors, and textures to convey
a particular style or atmosphere.

Application: In ideation, mood.

Prototyping