A point of view (POV) in the user experience design world is slightly different than the usual understanding. A POV statement is an enhanced version of a problem statement, where an actionable goal is established, therefore narrowing down what a user needs. The POV statement is constructed in three parts:
User: Who are you designing for? You need to know how your user thinks, feels, and behaves in order to fully understand them. If this sounds like the empathize stage in design thinking, you would be correct.
Need: What is the need that’s not being fulfilled? This is something that is not being addressed, the cause of which is the problem. Does your user need an easier interface? Do they need to organize their photos by month instead of event?
Insight: Usually, this is one of the reasons that the need is not being met. Perhaps the app they are utilizing does not offer the option to edit album titles or organize by date.
When you throw these parts together, you get a statement that is structured like this:
“User(s) who [describe user] need(s) [use verb to describe need] because [detail insight]”
For example: “Users who purchase the membership need to have access to premium features because it’s frustrating to pay a big fee for minimal upgrades.”
I tried out the POV statements on three mobile apps by analyzing positive, negative, and suggestive reviews in the app store. One of those apps was Hopper:
Hopper is an app that searches for the best pricing on airfare, hotels, and cars, and allows you to set notifications to “watch” price increases or drops. It can also factor in the time of year to calculate a forecast whether the price searched is the best or to wait. There are also options to freeze the price, allowing you extra time to book.
Positive Reviews
Negative Reviews
Suggestive Reviews
POV Statements
Users who are searching for the cheapest airfare need transparency in pricing and fees because their selection of an option will differ depending on what is being charged.
Users who are looking for a vacation need an app that will do the searching for them because they don’t have the time or patience to search individually.
To check out my full analysis, including the apps Ancestry and Drops, click below!
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