Point of View Statement

Purpose

The Point of View (POV) statement distils empathy research into a single, actionable problem definition. It follows the format: [User] needs [need] because [insight]. This framing ensures the team designs for a real person with a real need grounded in evidence, not assumptions.

At a glance

How to run

1. Review research (5 min): Revisit empathy maps, interview notes, or observation data.
2. Identify the user (3 min): Choose a specific user or persona to centre the statement on.
3. Define the need (5 min): What does this user need? Frame it as a verb (not a solution).
4. Articulate the insight (5 min): Why does this need matter? What surprising finding from research explains it?
5. Assemble the POV (2 min): Write: "[User] needs [need] because [insight]." Test: Is it specific enough to guide ideation? Is it broad enough to allow multiple solutions?

Materials needed

• User research data (interview notes, empathy maps, personas)
• Whiteboard or large paper
• Markers

Pitfalls & common mistakes

• Too broad: "Users need a better experience" is not actionable.
• Including a solution: "Users need a mobile app" bakes in the answer. Keep it solution-agnostic.
• Weak insight: "Because they want to" is not an insight. Dig into the why behind the need.
• Skipping the research: A POV without empathy data is just a guess dressed up.

Inclusion & accessibility

• Ensure the user research itself includes diverse participants.
• Allow the team to draft multiple POVs for different user segments.
• Use plain language so all team members can engage, regardless of design background.

Variations

• Mad Lib POV: Use a printed fill-in-the-blank template for speed.
• How Might We bridge: Immediately convert the POV into HMW questions.
• Multi-persona POV: Write one POV per persona and compare for conflicting needs.

When NOT to use this

• When no user research has been conducted — do empathy work first.
• When the team already has a validated problem statement.
• When the scope is purely technical with no user-facing dimension.

Source & further reading

• Stanford d.school, "An Introduction to Design Thinking Process Guide"
• IDEO, *The Field Guide to Human-Centered Design*
• Tim Brown, *Change by Design* (2009)