Design Thinking

A proven and strategic framework for innovation


The next step of the Design Thinking process is definition. Definition means clearly defining the parameters of the problem that you are looking to solve. The goal of definition is to generate a meaningful problem statement that will effectively guide you through the rest of the process. This problem statement is reffered to as a POV statement. This POV statement will allow you to take all of the scattered and confusing empathy data you just generated and turn it into a focused and powerful challenge.

This POV statement, as seen in the image above, is broken down into three parts, user, needs, and insights. All three are equally valuable and should be specific and not general. Say for instance we are redesigning the shopping cart, our user would not be "people at the grocerie store". Rather a better user statement is "mother of three, in a rush to get groceries, with a coffee in hand". This is a much more meaningful user statement as it is specifically addressing one type of user. Once you have your user you will begin to address the needs. This is where inferrence plays a big part in pulling ideas out of your empathy data. For the cart problem the needs may be, "help with holding childeren, keeping hands free to shop, and ability to manuver quickly and efficiently. Once you have the needs then its time to define your insights. The insights are just as much about inspiring your team as it is guiding the next step of the process. A good example for the shopping cart may be "becasue being a mother is extremely hard so we will make sure the grocerie store shopping cart is a helper, not a hassle".