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TRANSCRIPT
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This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/
Bootcamp Define Lecture
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Empathize
Define Prototype
Test
Ideate
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Define
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Define
REALIZE
FOCUS
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REALIZE NEW INSIGHTS REFRAME THE PROBLEM. UNCOVER OPPORTUNITIES.
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OBSERVATION INSIGHT
NOTICESOMETHING
“I WONDER IF THIS MEANS . . .”
ACTIONABLELEARNING
ABOUT PEOPLE
INFER
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OBSERVATION + INFERENCE = INSIGHTINFER
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THE SELL:
TIDE REMOVES TOUGH STAINS
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Millennials care about their clothes, and that means not cleaning them
We heard:
“I rarely wash my jeans, I want them to look great longer”
We observed: Jeans on the back of a chair
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The Perennial Objective:
IMPROVE THE STAIN-REMOVING PERFORMANCE OF TIDE
The Realization:
IT’S NOT ABOUT CLEANING. IT’S ABOUT CARING FOR CLOTHES.
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Define
REALIZE
FOCUS
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FOCUS ON ONE MEANINGFUL CHALLENGE
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WE MET . . .(extreme user you are inspired by)
WE WERE AMAZED TO REALIZE . . .(what did you learn that’s new?)
IT WOULD BE GAME-CHANGING TO . . .(frame up an inspired challenge for yourself.) (don’t dictate the solution.)
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WE MET . . .a young man living in an apartment in Southern California
WE WERE AMAZED TO REALIZE . . .he and other millennials do care about their clothes, and that means NOT cleaning them
IT WOULD BE GAME-CHANGING TO . . .promote and enhance anti-clean clothes care
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DO IT:UNPACK YOUR EMPATHY WORK
LEAP FROM OBSERVATIONS TO INSIGHTS
WRITE YOUR POINT OF VIEW
1.
2.
3.
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UNPACK
INSIGHTS
POINT OF VIEW
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TENSIONS, CONTRADICTIONS, SURPRISES
say
do
think
feel
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UNPACK
INSIGHTS
POINT OF VIEW
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INSIGHTS
I wonder if this means . . .
think
feel
TENSIONS, CONTRADICTIONS, SURPRISES
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UNPACK
INSIGHTS
POINT OF VIEW
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WE MET . . .(extreme user you are inspired by)
WE WERE AMAZED TO REALIZE . . .(what did you learn that’s new?)
IT WOULD BE GAME-CHANGING TO . . .(frame up an inspired challenge for yourself.) (don’t dictate the solution.)
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DO IT NOW:UNPACK: SHARE STORIES
INSIGHTS: INFER FROM OBSERVATIONS
POINT OF VIEW: 1 WRITTEN SENTENCE
SHARE OUT AT THE END
45 MIN
15 MIN
15 MIN
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WE MET . . .(extreme user you are inspired by.)
WE WERE AMAZED TO REALIZE . . .(what did you learn that’s new?)
IT WOULD BE GAME-CHANGING IF . . .(frame up an inspired challenge for yourself.
don’t dictate the solution.)