Point of View Statement
A structured problem framing technique from the Stanford d.school design thinking process. A POV statement combines a user archetype, their need, and an unexpected insight into a single reframeable sentence: '[User] needs [need] because [insight].' A sharp POV statement unlocks better How Might We questions and prevents teams from solutioning before they've understood the problem.
How to run it
- 1
Review your user research: empathy maps, interview notes, observations.
- 2
Identify your key user archetype (not a demographic — a mindset or situation).
- 3
Identify the core need: a verb, not a noun. Not 'needs a better onboarding flow' — that's a solution. 'Needs to feel confident on day one.'
- 4
Identify the insight: the surprising, non-obvious finding from your research that explains the need. 'Because...'
- 5
Draft 3-5 POV statements using the template: '[User] needs [need] because [insight]'
- 6
Test each draft: Does it inspire solutions? Does it reframe the problem in an interesting way? Is the insight genuinely surprising?
- 7
Select one POV statement and use it to generate How Might We questions.
Tips
The insight is the hardest part. 'Because they're busy' is not an insight. Dig for the underlying tension or paradox.
A POV statement should feel slightly uncomfortable — if it's obvious, it's not insightful enough.
Write multiple versions. The third or fourth is usually better than the first.
A good POV inspires dozens of HMW questions. A bad one generates silence.
Variations
Job Story variant: 'When [situation], I want to [motivation], so I can [expected outcome].' More behaviour-focused than the persona-centric POV.
Where it fits
Related methods
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