Page 81 - The Design Thinking Playbook

1.6 How to find the right focus

By way of introduction, we already pointed out in Chapter 1.2 that
the hardest thing is to determine the point of view (in short: PoV). Define
Therefore we would like to introduce tools and methods that make Understand Observe point of Ideate Prototype Test
this step easier. view

Peter, Lilly, and Marc are frequently faced with the challenge of
having to find a solution not only for one group of people but also one
that is relevant to a multitude of different users or customers.
In such cases, it is decisive to assume a 360° view. Analyze Infer Formulate Specify
information insights possible questions
questions
In principle, empathy with a potential user is an important integral
part when preparing the ideation phase; it also reminds us of our
limits. Empathy is vital not only for selecting the right community
but also for the way in which we pose the right questions during this
phase. The questions should prompt interviewees to put themselves
in different situations and consider them from different points of view.

What might the sequence for this look like? It starts with formulating
the problem; then comes the definition of the relevant points of view,
which ultimately leads to the questions being answered within the Up to now, we have concentrated on developing a product for a single group of people or users and empha-
set framework. sized how important empathy is. Now we want to go one step further and solve a problem for a wide range
of users. The concrete procedure is described on page 81.

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