24. to discover someone’s explicit
and implicit needs
so you can test your
understanding of these needs
with your prototypes
(interventions)
WhyGainEmpathy?
41. 41
synthesis:
Identify patterns in
fears, pains and
workarounds.
Create rough
personas.
analogous research
Brainstorm: who else
faces similar challenges?
How do they approach it?
Use these insights to
inspire your “to be” story.
trendsobservations
stakeholderstories
quantitative data
analogous situations
49. adoptaprototypingmindset
Prototype the problem(s) / “as-is”
Validate the problem is worth solving
Prototype the new story / “to be”
Validate the value proposition & story
Prototype how the value will be delivered
50. 1. Step into the perspective of the key persona (hero).
2. Walk through the storyline, one step at a time, from trigger to
resolution.
3. Brainstorm ways to get your hero into trouble. Show how the
hero overcomes the challenge(s), and what happens as a result.
4. Add context (backstory, environment, etc.) to evoke empathy.
Include details to help the listener visualize what they hear. Make
the story sticky by helping listeners relate it to their own
experience.
5. Step back and simplify. Then, simplify even more.
6. Tell the story. Revise. Repeat.
director’stips