Jun 19, 2015
the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another
empathy: what?
huh?
empathy: what?
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empathy is:
when you feel what the other person is feeling.
when you can mirror their expression, their opinions, and their hopes.
empathy: what?
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to discover people’s explicit and implicit needs so that you can meet them through your design solutions.
empathy: why?
designers approach empathy . . .
without judgment
with a beginner’s eyes
with curiosity
optimistically
respectfully
empathize: how?
engage with your users to learn who they are
tell me about the last time you _________?
tell me about an experience you’ve had with _________?
seek stories
how did you feel when _________ happened?
what were you feeling at that moment?
talk about feelings
really? can you tell me why that matters?
say more about that . . . I see . . . do you know why you think that?
okay. and that is important because why?
follow up with “why?”
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quotes & defining words
actions & behaviors feelings & emotions
thoughts & beliefs
sneak peak to the next phase
what you see your user, body language, artifacts
what you hear quotes, stories, key words, contradictions
what you feel that your user is feeling emotions, beliefs, confusion
capture your findings
Define: What’s a need?
are human physical and emotional necessities
capture the goals and motivations of the person for whom you are designing
are verbs, not nouns (opportunities, not solutions)
needs . . .
reframe the challenge
give you an actionable direction to go in
lead to novel solutions
insights . . .
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
part 1: saturate
•
•
understand the experience share stories
identify user, reveal the needs, articulate insights grouping : empathy maps
reframe the problem into a new point of view
part 1: saturate methods
quotes & defining words
actions & behaviors feelings & emotions
thoughts & beliefs
< what we see & hear what we feel the user is feeling >
short
specific
sexy
tips
understand the experience : share stories
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
part 2: synthesize
•
has empathetic language about the user (think specific)
identifies a need that is deep & emotional (think verb)
incorporates unexpected insights (think observation + interpretation)
point of view: construction
a unique, concise reframing of the problem that is grounded in user needs & insights
point of view: what?
point of view: components
user be specific
need use verbs
insight observation + interpretation
user babies in rural areas
need immediate warmth in early hours
insight bring warmth to the babies
point of view: components
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Focus on individuals
synthesize: how?
identify patterns
isolate outliers
create composites
part 2: synthesize mad-lib
user need insight
part 2: synthesize mad-lib
user need insight
point of view: components
user be specific
need use verbs
insight = observation + interpretation
user desperate nepali mother
need to keep premature baby warm in the early hours
insight most mothers don’t have the means to bring their baby to a hospital
point of view: components
specific user
what nobody else noticed
need, not solution
user teenager
need to eat healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
user 9th grade girl at a new school
need to eat healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
user 9th grade girl at a new school
need to feel socially accepted while eating healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
deep need that’s hers, not ours
user 9th grade girl at a new school
need to feel socially accepted while eating healthy food
insight in her hood, a social risk is more dangerous than a health risk
point of view: components
specific user
deep need that’s hers, not ours
surprising finding rooted in empathy work
the best way to get a good idea is to get a lot of ideas. — linus pauling, nobel prize chemist
© wikimedia commons
brainstorm: demo
brainstorm: how?
define the problem clearly and succinctly brainstorm: best practices
brainstorm: how?
selection: how?
One vote each for: 1. Most likely to succeed
2. Most likely to delight
3. Most breakthrough
to gain empathy to explore to test to inspire
understand the design space
build to think
test and refine solutions
inspire with your prototype
prototype: why?
prototype: fail early and often
cost of failure vs. project time
“Like this?”
“Mm, yes like that.” Developed for Gyrus ACMI, ENT Division
prototype: scale resolution
prototype: create experiences