POV, JTBD, and HMW in UX Design: A Comprehensive Guide
User Experience (UX) design is a multifaceted discipline that focuses on enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and a product. Within UX design, several methodologies and frameworks help designers understand users' needs and design solutions that cater to them. Among these methodologies are Point Of View (POV), Jobs To Be Done (JTBD), and How Might We (HMW).
Point Of View (POV)
POV is a statement that defines the user, their needs, and insights. It's a reframing of the problem in a user-centric way. A POV statement is a concise and actionable problem definition. It's user-centric and reframes the problem in terms of the user's needs.
Structure
[User (descriptive)] needs [need] because [insight].
Example
Instead of saying, "We need a mobile app," a POV statement might be, "Tech-savvy teenagers need a way to organise their schedules because they juggle school, work, and extracurricular activities."
Tips
Start with a clear description of the user.
Identify a specific need or challenge they face.
Provide an insight or reason for that need.
Jobs To Be Done (JTBD)
JTBD is a theory that suggests that consumers hire products and services to get specific jobs done. JTBD focuses on the task or "job" that users are trying to accomplish. It's not about the product or solution but the underlying goal.
Structure
When [situation], I want to [job] so I can [desired outcome].
Example
People don't just buy a drill; they buy a drill to make holes. The job to be done is "making a hole," not "buying a drill."
Tips
Identify the specific situation or context.
Define the core job or task.
Highlight the desired outcome or benefit.
How Might We (HMW)
HMW is a question-posing method used to transform identified problems into opportunities for design. HMW questions are used to transform problems into opportunities for design. They're open-ended and encourage brainstorming.
Structure
How might we [action] so that [desired outcome]?
Example
A HMW question might be, "How might we design an app that helps tech-savvy teenagers efficiently manage their busy schedules?"
Tips
Start with an open-ended action or solution.
Focus on the desired outcome or benefit.
Comparing POV, JTBD, and HMW
While all three methodologies aim to understand and cater to the user's needs, they approach the problem from slightly different angles:
POV focuses on defining the user and their needs.
JTBD emphasises the underlying job or task that the user wants to accomplish.
HMW transforms the identified problems into design opportunities.
When to use POV vs. JTBD?
Use POV when you want to gain a deeper understanding of your user and their specific needs. On the other hand, use JTBD when you want to understand the core job or task that the user is trying to accomplish, irrespective of the solution.
References
1. [IDEO's Design Thinking Toolkit](https://www.ideo.com/post/design-thinking-for-educators)
2. [Clayton Christensen's Jobs To Be Done](https://www.christenseninstitute.org/jobs-to-be-done/)
3. [Design Kit by IDEO.org](https://www.designkit.org/methods)
