Empathy. Why it Matters.

EMPATHY WHY IT MATTERS.

Mary Piontkowski Director of Insights & Service Design @ gotoresearch

@maryp

gotoresearch utilizes mixed methods of research from applied ethnography to evaluative testing.

These methods allow us to study the underlying needs, attitudes and behaviors of customers — gaining actionable insights to inform your product or service strategy.

Transforming healthcare for children and their families: Doug Dietz at TEDxSanJoseCA 2012

Deeper insights through contextual research and rapid ethnography are catching on.

Businesses are seeing that design thinking grounded in empathy is key to strategic product and service design.

IKO Prosthetic Creative Systems,Image from Business Insider

Design thinking starts with empathy.

Empathy involves …

• Deep listening

• Perspective taking

• Staying out of judgment

• Recognizing emotion

Brené Brown on Empathy: https://youtu.be/1Evwgu369Jw

“Minds are like parachutes; they only function when they are open.”

- Thomas R. Dewar

Empathy opens our minds.

A few achievable methods.CONTEXTUAL

INQUIRY

PRACTICING EMPATHY

EMPATHY MAPPING

JOURNEY MAPPING

SUPPORT & CARE

ECOSYSTEM

CO-CREATION

STORY TELLING

A few achievable methods.CONTEXTUAL

INQUIRY

PRACTICING EMPATHY

EMPATHY MAPPING

JOURNEY MAPPING

SUPPORT & CARE

ECOSYSTEM

CO-CREATION

STORY TELLING

Related methods.

CONTEXTUAL INQUIRY

• In Person, One on One Discussions

• Observation

• Rapid Ethnography

• Remote Interviews

• Diary Studies

Techniques.

CONTEXTUAL INQUIRY

• Open-ended questions

• The “5 Whys”

• Avoid leading

• Look deep

Capturing what you see and hear.

EMPATHY MAPPING

See Think & Feel

Hear Say & Do

Pain Gain

LET’S PRACTICE! Meet Doris.

Design thinking starts with empathy.

1. Work with your table of 3-4 people

2. Discuss & write down Doris’ pain points

3. Ideation: Discuss how your group can take action

Let’s share!

“We don’t have time for this."

"I believe if they had invested a handful of weeks in rapid ethnography, they would have saved themselves years of misdirected work.” - Ellen Isaacs, PARC Ethnographer

THANK YOU. NOW GO & DO IT.Mary Piontkowski

[email protected] @maryp

Brené Brown on Empathy