REFRAMING

Group Name:
Group Members:

Mr. Roque B. Cruz II

Course & Section: Instructor
 STEP 1: Choose a creative field:

(Objects, Services, Digital, or Events)

STEP 2: Look for various people to interview. Try to find different kinds of interviewees
1. Loyal Users: People who have been present in your field, using the products or services, for a long time already.

MISSING ANNOYING DISAPPOINTING

(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
2. Experts and Mavens: These are people who have deep knowledge of the Creative Product. They may have formally
studied the field or have spent a lot of time researching and writing about it.
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
3. Extreme Users: People who are more immersed in the field than others.

MISSING ANNOYING DISAPPOINTING

(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
4. Apathetic and Non-users: These people include those who used to patronize the field but stopped doing so.

MISSING ANNOYING DISAPPOINTING

(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
5. Generate even more insights through the Four Creative Personas:

a) The Analyst
b) The Implementor
c) The Connector
d) The Ideator
a) The Analyst
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
b) The Implementor
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
c) The Connector
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
d) The Ideator
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
STEP 3: Review your insights and process them by:
￭ Comparing and contrasting irritants.
￭ Clustering similar irritants together.
￭ Finding overall themes.
CLUSTER 1 CLUSTER 2 CLUSTER 3

THEME THEME THEME

STEP 4: Generate three Creative Objectives. Follow the IWWM format

CREATIVE OBJECTIVES
In what ways might we…

In what ways might we…

In what ways might we…

STEP 5: Generate at least three CREATIVE ideas for any or all of your Creative Objectives.