Department of DTI

DESIGN THINKING &

INNOVATION (DTI)
22UC1203
Step 3-Define
Empathy>Persona>Customer Journey
Maps > POV

Session - 8

DESIGN THINKING &

 Step 3-Define :
Empathy>Persona>Customer Journey
Maps > POV
Customer Journey Map

•The figure shows the journey

according to the needs of the
Click to add text customers
What is a Customer
Journey Map?
• It is a map or a diagram that
depict the stages customers go
through when interacting with
Product or a service.

 It shows PROCESS from start to end

which a customer experiences.
 It is a way to document what to DO
Whereas, persona focuses more on
what to THINK and FEEL.
 1. SCOPE
PROCEDURE
2. Choosing a persona

3. Steps

4. Lanes
 1.SCOPE
• High level mapping showing end-end
experience (includes the complete product
experience) : Not Suitable for Design Thinking
• Focus on the detail of a micro step : More
suitable for Design thinking to Analyse the
need

Focus a micro step

End to End experience

 Micro step

Choose a short portion of the journey (process). The

portion should include no more than 12 steps

Document every tiny step from first thought to

completion (Steps should last from a few seconds to a
few minutes)
2. CHOOSING A PERSONA
Select a persona from
different user personas for
the product

Example for BYJU’S

• Personalised
√ learner
• Self-Learner
• Visual Learner
 3.Steps

Steps before Steps After

Crucial part of the experience

 4.Lane
Example: Personalised Learner
Story Board Lane

Pointed out in
class

Text Lane

Cannot focus on Looks out Enters into

class of the
Pointed in Feels like Jail
imaginary world
class Class

• Lane with images is called a story board

• Lane with text is called a Text lane
Tools for Analysis

• Various Paths to Insights and Needs

1. OBSERVATION 2. INSIGHTS 3. NEEDS

DOCUMENT AND ANALYZE OBSERVATIONS

Personas and
Customer
Journey Maps
CUSTOMER JOURNEY MAP are used to
analyse
observations.
They lead to
additional
insights and they
PERSONA Customer Journey Map reveal customer
needs.
 Prepare a Customer
Journey Map for “Online
Shopping”
Breakout
session :1
@ 20 mins. (This session/exercise will
be conducted just to make
students understand the
topic through their own
experience)
POINT OF VIEW

TO INFER RIGHT INSIGHTS

TO DEFINE RIGHT
QUESTIONS

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 • A Point Of View (POV) is
a meaningful and
actionable problem
POINT OF statement, which will allow
you to ideate in a goal-
VIEW oriented manner.

• captures your design

vision

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 Micro step

 Design Thinker perspective on the requirement of a customer in each

step of Customer Journey Map is Point of View Statement.
 Design Thinker perspective on the questions which arise in each step of
Customer Journey Map to fulfil the POV Statement can be called as
POV Question.

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Synthesize POV Statements

Two Kinds of Point of View POV should

Statements meaningful and
ROLE-BASED: CERTAIN TYPES actionable
OF PEOPLE want to GET JOBS
DONE to meet psychological
statement
needs.

SITUATION-BASED: ALL
PEOPLE face CERTAIN
SITUATIONS where they want to It leads us to
meet psychological needs.
Questions to be
asked among our
group

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 Two Kinds of Point of View Statements

ROLE-BASED POINT OF VIEW STATEMENT

I’m a STUDENT (that’s my role), and I want to get good marks (job to be done) so I
can have a good relationship with my parents (benefit desired: affiliation)

SITUATION-BASED POINT OF VIEW STATEMENT

When I WRITE AN EXAM (that’s the situation), I feel nervous (immediate need or
problem) because I might get an embarrassing score (benefit desired: esteem).

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 • When I shop for clothes, I go to
Zara for the latest fashions
because I want to impress my
friends.
Role or situation? Job to be
Examples done?
Immediate need? Underlying
benefit desired?
• When I choose a place to
study, I look at the reputation
because I want to earn a good
salary.
Role or situation? Job to be
done? Immediate need?
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Underlying benefit desired?

  IT MUST be a BENEFIT to the
TARGET PERSON
 NOT to a third party!

The Last  INCORRECT: I’m a doctor, and I

Point of the want my patients to get well so
they can be happy. [The patients
POV get the benefit, not the doctor.]

Statement WHY is this important?

So we can make their lives better!

NOT the lives of non - customers

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Specify POV Questions
What can we design for [specific
need] It should be specific

Example:
POV Statement:
As a student I would like to test
my knowledge to get confidence

POV Question:
What can we design for It should meet
immediate test of knowledge in customer needs
online APP?

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Specify POV Questions
Cont..
It should be specific
Example:
POV Statement:
I want more money so people will
have more esteem for me

POV Question:
What can we design that will
deliver more esteem(and may be It should meet
taht need for more money,too)? customer needs

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 Design Thinking challenges

Let’s
 What can we design that will … achieve a GOAL?
 What can we design that will … in increase the approval rate to
90%?

Compare Point of View Question…

What can we design that will … meet a Need?

the Two What can we design that will … give people LESS BRIBERY in Govt.
services?
give people LESS
BRIBERYMORE INFORMATION
about in Govt.
benefits?
give people LESS WAITING
TIME for Govt. services?
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 Convert our Point of View
Statements into POV Questions
• PoV Statement: On days when the temperature is not
too hot, I like to play cricket with my friends so I can
enjoy competing.
– PoV Question: What can we design that will allow students
to feel the joy of competition more often?

• PoV Statement: When I choose a place to study, I look at

the reputation because I want to earn a good salary.
– PoV Question: can we design that will make students more
confident that they will earn a good salary?

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 Let's Check our Understanding
• WRITE your answers in chat. Yes or No: are these proper Point of View
Questions?
– What can we design that will reduce the study time for exams?
– Can we design a shoe that works as a formal and a casual?
– A government scheme that people will approve of.
– Design a breakfast food for students who are in a hurry.
– What can we design that will give a KLU student more placement
opportunities?
– More COVID-19 Testing needs good resources.
– What can we design that will make students feel more connected to
their university?

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 1 Customer Journey Maps to POV Statements

2 POV Statements to POV Questions

Key Points 3 POV Questions to Needs

4 Thus we can conclude define step of Design

Thinking converts an Insight into Need

5 in further ideate step of design thinking solutions

will be developed to meet this user need.

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 Now, Let’s Try It. Breakout
Group Activity-2
• Working as a group, write Point of View
Statements: On role-based and situation-
based. Take 20 minutes.
• Write statements related to the people
involved in proposed integrated mobile
application for precision farming .
• Steps for your group:
1. Decide on the Role (target group) and the
Situation for your two Point of View
statements.
2. Write the statements as per the blanks
below. Be ready to copy-paste them into
chat.
3. Check the statements to see if they include
the correct elements.
Role-based: I am a _________, and I want to
___________ so that _________.
Situation-based: When I ____________, I
_______________ because _________.

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 What was
your most (to check if
valuable the
students
Type your
learning from answer in
were
attentive
chat
today’s class? throughout
the
session)
 Your Assignment

• Working as a group, complete three customer journey

maps
– Base your customer journey maps on facts you learned
in your empathetic research (skilled interviews and
focus groups)
– Choose journeys that are relevant to your project (You
may complete your customer journey maps in the form
of storyboards or you may use any template you find
online).
 Assignment

• Working as a group,
– Choose POV Statements (What must be our design approach so
that the present vaccination for Covid-19 is 100% successful ?)
– Base your POV questions on facts you learned in your empathetic
research (skilled interviews and focus groups)
– You may complete your POV statements in the form of storyboards
or you may use any template.

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THANK YOU