Empathize + Define @Kyued Up
- 1. Kyued Up Empathize + Define 2.22.14
- 2. Reminder
- 5. Refresher
- 6. Write down the steps in the Design Thinking Process
- 9. E Empathize Why: To find out current user experiences, needs, motivations, emotions and values
- 10. D Define Why: To narrow down what we will focus on
- 11. I Ideate Why: To come up with solutions based on empathy and our problem definition
- 12. P Prototype Why: To evolve the idea
- 13. T Test Why: To find out current user experiences, needs, motivations, emotions and values
- 19. E Empathize Why: To find out current user experiences, needs, motivations, emotions and values How: Have people tell us their experiences.
- 21. Observe More than people-watching Hypothesize why they are acting a certain way Least interaction, but still powerful
- 22. Questions to ask yourself What is this person(s) doing? How are they doing it? (body language) Why are they doing it this way?
- 23. Techniques Photograph the area (lighting, movements, other actors) Use camera phone to record video Stay longer than feels comfortable
- 25. Engage Do not ask for solutions Encourage to tell stories Very challenging, but very effective
- 26. Questions to ask user Open-ended questions (not yes/no) Keep them on track Use tools (journey map) Dig Deeper (5 Why’s)
- 27. Refresher: Journey Map Tool for conversation Understand pains/gains Used last Tuesday
- 28. Learn more about building journey maps at http://www.shmula.com/customer-journey-map-continuous-improvement/10494/
- 30. Techniques for Engagement Divide tasks (interviewer + note-taker) Keep them on track Do not overwhelm
- 31. Immerse Live the experience yourself Amazing insights IDEO/SSM De Paul Health Center
- 34. “With a video camera tucked discreetly beneath his hospital gown, Kristian captured a patient’s experience in a way that no surgeon, nurse, or ambulance driver could possibly have done… As they sat through minute after tedious minute of acoustic ceiling tiles, look-alike hallways, and featureless waiting areas… It triggered in each of them the mix of boredom and anxiety that comes with being in a situation in which one feels lost, uninformed and not in control.” -- Tim Brown, Change by Design
- 35. Benefits Real actions vs. reported behavior Nonverbal cues Stimulates comments about intangibles, such as smells Not limited by user’s mindset Does not interrupt flow
- 36. Plan Common understanding of challenge Observe Gather relevant user data and empathic understanding Synthesize Communicate the collected data in the team. Compress using Personas and Mind Mapping.
- 37. D Define Why: To narrow down what we will focus on How: Choose the who, what and why
- 39. Mind Map Share stories as a group Use sharpies and post-its to fill up quadrants Question the story Goal: to find insights
- 41. Persona Fictional characters used to represent different types Synthesized from direct observation Easy to communicate
- 43. Try to Answer • What does he/she want? (wants/needs) • What are the biggest obstacles? (constraints)
- 44. Learn by Doing You don’t learn to walk by following rules. You learn by doing and falling over. - Richard Branson
- 45. Sample Problem • Newcomers that move to a new location find unknown ingredients, and don’t know what to do with them.
- 46. insights “I’d love to learn more!!” “I’m a Romanian living here now full-time and definitely interested in learning to cook better Catalan food.” The best market seems to be expats at the start of their first 6-12 months
- 47. Think of new Issue/Challenge
- 48. Think of new Issue/Challenge Pitch it
- 49. Think of new Issue/Challenge Pitch it Form Groups
- 50. Think of new Issue/Challenge Pitch it Form Groups Plan
- 51. Think of new Issue/Challenge Pitch it Form Groups Plan Observe
- 52. Think of new Issue/Challenge Pitch it Form Groups Plan Observe Insights
- 53. Think of new Issue/Challenge Pitch it Form Groups Plan Observe Insights Present
- 54. Assignment • Empathize – Use multiple tools to Observe, Engage, or Immerse – Provide evidence – Get to know the WHO well • Define – – – – Talk about perspectives with group Gather and cluster insights Create an empathy map and persona Assess and update Problem Statement
- 55. Planning Customer Discovery 1. Focus: What do you want to learn? Use Problem Statement phrasing. _________________________________ _________________________________ _________________________________ 2. Context: Where does focus take place? Identify where will you observe activities/have conversations 3. People: From whom do you want to learn? List 5 key criteria that define the participants you seek. 4. Key Questions: Within the focus statement what do you want to answer? What are you curious about and how will you ask questions to reveal more information? 5. Research Plan: Who will do what? List specific activities and assignments.
- 56. Creating a Persona 1. Demographics Stage in career, Age, Gender, etc.. 2. Common Tasks 3. Unique Aspects 4. Picture/Drawing To remember dress/posture/etc. 5. Motivations 6. Frustrations
- 57. Creating a Mind Map