How might we

How might we solve the problem from key insight/user story ?

Example: How might we keep our passengers with nut allergies safe while flying?

What is this? The How Might We method helps the team focus on opportunities from user insights, brings focus to the brainstorming session, and allows enough flexibility for exploring wild ideas. The "might" is the operative word because it allows the team to expand their thinking to include any possible solution to the problem.

Tim Brown from IDEO says: “The ‘how’ part assumes there are solutions out there — it provides creative confidence. ‘Might’ says we can put ideas out there that might work or might not — either way, it’s OK. And the ‘we’ part says we’re going to do it together and build on each other’s ideas.”

Job Story

When situation I want to motivation so I can expected outcome.

Example: When I am flying I want to know which ingredients are in the food that I'm given by the airline so I can determine if I can eat it safely.

What is this? Job stories help the team understand the situation in which people encounter a problem and why it needs to be solved. They differ from user stories as they reframe the problem from what people want to why they want it. They are less prescriptive of a user action which gives more freedom for the team to build a solution.

Key Insight

persona/character wants action/situation because aim, need, outcome but restriction, obstacle, friction.

Example: Alexa wants to eat the food given to her on the plane because she's paid for it as apart of her airfare but she is afraid to eat it because it may contain something she is allergic to.

What is this? A key insight statement is created from distilling a plethora of research data and creating an actionable sentence that will guide your team forward. Because key insights are often the starting point to the ideation process, they need to be phrased succinctly so that they are not misinterpreted. If they are misunderstood, the team could go off on the wrong path and try to solve problems that were not uncovered in research.

According to Thrive Thinking, a compelling insight statements should be structured around five key principles: set the context, communicate the dilemma, articulate the why, capture the motivation, envision the ideal.

Point of View

user needs a way to user's need because insight.

Example: A person of any age with a severe food allergy needs a way to know which ingredients are in the meal being served because this is how he or she determines whether or not the meal is safe to eat.

What is this? A Point of View statement helps the team resonate with a particular user for the problem you are trying to solve. It also helps you communicate empathetically with your stakeholders so that they understand the problem from that user's perspective. The Point of View statement keeps the team focused on the user throughout the ideation process instead of getting lost and concentrating on the business's own objectives.

Problem Statement

Our who/customer segment arewhat/problem because they why/reason. If we can solve this problem, it would impact who/customer segment positively by/becausecustomer benefit. It would also benefit our business by/becausebusiness benefit.

Example: Our customers with nut allergies are afraid to fly with us and eat the meals that we serve because they might be allergic to something in the meal which might cause them to have severe reaction while in the air. If we can solve this problem, it would impact our customers with nut allergies positively because they won't need to worry about their safety while flying with us. It would also benefit our business because these customers will continue to fly with us because we provided them a safe experience.

What is this? A problem statement needs to clearly define what is wrong with the current situation and showcase the potential benefit for solving the issue. The statement should address the who, what, why, the customer impact, and the business impact. If the statement is too vague or too prescriptive, that is when it becomes useless. The problem statement is also used to communicate the problem clearly to anyone who is not familiar with the topic and to align the team's effort around a common goal.

User story

As a user type I want to desire so that I can result .

Example: As a passenger with a nut allergy, I want to know what is in the food I am being given so that I determine if I can eat it safely.

What is this? User stories are used to frame a problem from the users perspective instead of from the business, product, or technical perspective. This helps the team align when deciding how to move forward and solve the problem. User stories should be written so that anyone could understand the needs of the user without a technical understanding of the topic.

Value proposition

Our product helps target audience who want to goal by reducing pain and increasing gain

Example: Our in-flight meals help people with nut allergies who want to feel safe while eating the in-flight meal by labeling the allergens that the food contains on the package and allowing them to select a nut-free meal when purchasing their ticket.

What is this? "A value proposition is a product, service, or experience that creates desired gains or relieves existing pains. To design a compelling value proposition, you must understand the desired gains and existing pains of the people you aim to serve. Through this process you may also uncover unexpected gains" (Invision). It makes the benefit of the product crystal clear to your customers and tells them why they should use your product rather than the competitor's.