The document discusses framing problems in design thinking. It covers designing personas, crafting insights from personas, and framing points of view. The sections guide participants through activities to create a persona, derive insights from the persona, and develop a point of view statement. The goal is to properly frame problems in the design thinking process.

1. Section 1: The Problem Space
Unit 4: Framing: Persona Design, Insights, and
POV

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Welcome & introduction
The define phase
Designing your persona
Insights (authentic, non-obvious, and revealing)
Framing a POV
Reflection
Framing: persona design, insights, and POV
Overview

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Framing: persona design, insights, and POV
The define phase
Solution space
Create the right solution.
Empathy Define Ideate Prototype Test
Problem space
Frame the right question.
Design
Discover Deliver

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David Kelley, ‘The Art of Innovation’
Framing: persona design, insights, and POV
Personas
“A persona is completely useless, if
not based on a concrete deeper need
or motivation.”

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Framing: persona design, insights, and POV
Team activity #1: design and develop your persona

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Insights are concise expressions that help make our observations and empathy experiences
actionable. They are authentic, non-obvious and revealing.
Insights inform (shed light on what people want), inspire (motivate us to take action), and are
memorable (are sticky and sharable).
Framing: persona design, insights, and POV
What are insights?
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Source: Insights for Innovation, IDEOU

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What are your persona’s 3 top pain-points?
What conclusions can you derive from this?
What tasks does your persona really need to accomplish?
What are your persona’s main goals?
What needs to happen to make your persona happy / relieved / delighted?
What were you surprised to learn about your persona?
If you were in your persona’s shoes, what would you do?
What is your persona constantly thinking about?
Framing: persona design, insights, and POV
Team activity #2: craft insights

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Framing: persona design, insights, and POV
The point of view
A point of view can be bold and as
far reaching as your aspirations, but
it must have a foundation on facts.

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Framing: persona design, insights, and POV
Remember the MRI story?

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1. How might we (open-ended, aspirational, and collaborative)
2. Action verb (help, support, enhance, design, create, increase, maximize, etc.)
3. Persona (personalize it)
4. Topmost need (include your most important insights)
5. In order to (include your insight or an aspirational outcome)
Framing: persona design, insights, and POV
Team activity #3: frame your POV

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Framing: persona design, insights, and POV
The design thinking process
Solution space
Create the right solution.
Empathy Define Ideate Prototype Test
Problem space
Frame the right question.
Design
Discover Deliver

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Co-create
Engage with empathy
Craft insights
Demonstrate your ideas
Integrate feedback
Trust the process
Stay positive
Framing: persona design, insights, and POV
Successful design thinking mindsets

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Framing: persona design, insights, and POV
I like. I wish. I will.
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Framing: persona design, insights, and POV
Reflection
What are your key learnings from this unit?
How will you apply this in your work or project?

15. Thank you.
Contact information:
open@sap.com

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