How to Create a Point of View

H O W D O P O I N T O F V I E W S TAT E M E N T S H E L P YO U ?
Once you created your persona, you may have found a long list of needs. If you design
for all those needs, youll end up with an overly complicated solu!on! We recommend
you focus and address each separately, by crea!ng a Point of View (POV) for each
important need of the persona.

L E T S H AV E A LO O K AT H O W TO C R E AT E A P O I N T O F V I E W :

Write down the user and her need. You will get that informa!on from

Write down the insight associated with the need such as surprises you

your persona defini!on.

found during the interviews.

USER + NEED

Problem statement
coming from the persona defini!on

INSIGHT

Surprises
you found during the
interviews

F O R M AT O F T H E P O I N T O F V I E W
USER
from your persona

N E E D S A WAY TO
from your persona

S U R P R I S I N G LY / B E C AU S E / B U T / S O T H AT
Insights based on what you learned about the human side of this persona

Example
Sally, the Specialist needs a way to quickly enter time for her projects on the go so
that she can concentrate on her main job responsibilities.

Tips:
Focus on the stories that keep you up at night.
If youre stuck, extract a POV from your favorite idea. Then go further.
Use empathe!c language.
Dont design for everyone; choose one need, one insight

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