Define & Ideate

Presented by Ina A. Murwani, MM., MBA.

 How to Use Empathy Map?
Step 1 – Field Work

Ask Open Pay Seek to

Conduct Interview Ended Attention to Know Pain, Observe Take Notes
Questions Emotions Gain

What emotions
Identify their Pains
drive the Observe the
What, Who, and Gains
appearance? Why? environment, take
Where, When, When? Who? a look at unique
Why, How details
How to Use Empathy Map?
Step 2 – Filling in Data
Tool #2: HMW Question –
Problem Statement
 How Do We Do It ?
#1 Define the
Theme

• Mapping your interview result to a

persona mapping
• You can add the persons life cycle (in
this case the activities that they have
to do to achieve the goals) – which
will be your theme
• You can use flip chart and post it.
 How Do We Do It ?
#2 Find Patterns

• Find a pattern
• Look for the keywords that always
come up in every interview
• What are
• Your Unexpected Learning
• What you would like to dig deeper
 How Do We Do It ?
#3 Define Insights
• Insights are a concise expression of what you have learned from your research and
inspiration. They are the “aha” moments and unexpected learnings.

• Sometimes, it can be helpful to write an insight in the form of Point-of-View (POV)

statement which makes an insight specific to a user or user group. A simple way to
create POV is through the POV equation

User + need + interesting learning = POV

You can Use Customer Profile as a Tool

• Gains describe the

outcomes customers wants
to achieve
• Pains describe bad
outcomes, risks, and
obstacles related to
customer jobs
• Customer jobs describe
what customers are trying
to get done in their work
and in their lives
 PROBLEM/NEED: Use VERBS instead
of NOUNS to define the problem/need.
• Nouns are often already solutions:
as an example, contrast “Joe needs a better pencil” with “Joe needs a
better way to write” or “Joe needs a better way to capture data.”
• In the first case the solution is already implied in the problem statement, so
there is only opportunity for incremental innovation.
• In the latter frames, there is an opportunity to come up with innovative
solutions that may go beyond an improved pencil.
Define : How Might We
Tool #3: Brainstorming for
Potential Solutions
 Brainstorm
1 MBA HATS OFF! DEFER
JUDGEMENT!

15
No critical thinking allowed.
You’ll have time to do that later

2 BE PROLIFIC : 50+

MINUTES
Be wild. Be crazy. Be silly. Its
Okay.

3 DO NOT WAIT! WRITE IT

DOWN!
If someone else speaking and
you have an idea, write it down!
Don’t lose it!
1 CLUSTER IDEAS AND GIVE A NAME
Similar ideas will be clustered and
given a name. Therefore, it is okay if
10
you have multiple same ideas.
MINUTES
2 3 VOTES EACH : DESIRABLE, VIABLE,
FEASIBLE
Desirable = Humans want it ;
Viable = Good for business ;
Feasible = Easy to implement

3 CHOOSE CONCEPT WITH MOST

INTEREST TO THE TARGET
AUDIENCE
This will be the foundation for your
prototype
Tool #4: Selecting Ideas

Desirabilit Viability Feasibility

y
Idea 1 OK X OK
Idea 2 OK OK OK
Idea 3 OK X X
Idea 4 OK X OK
Idea 4 X OK OK
 Your Project
• Revise your empathy map and define your problem
• Do brainstorming
• Present your result on the next video conference
Good Luck !!