Empathy Design Thinking

Innovation Journey
Design Thinking a.k.a. Human-Centred Design
The discipline of developing solutions in the
service of people

Innovation Journey
Build Innovations Around Experiences
• Not just the product or service but about people -
their behaviours, activities, needs and
motivations

Innovation Journey
If experiences are
important, how do we do a
better job with them?

Innovation Journey
Empathy

Innovation Journey
What is Empathy?

Innovation Journey
Empathy
• Empathy is the art of
stepping imaginatively into
the shoes of another
person, understanding
their feelings and
perspectives, and using
that understanding to
guide your interactions”

Innovation Journey
what you
know
what you
think you
know

Innovation Journey
what you
know
what
everyone
else knows

Innovation Journey
• Abandon your ego
• Adopt humility
• Be a good listener
• Hone your observation skills
• Care
• Be curious
• Be sincere
Empathy is not Easy

Innovation Journey
Interviewing

Innovation Journey
Interviewing
A technique for gathering
information through direct dialogue

Innovation Journey
Interviewing - quick guide
• Identify a topic for conversation
• Prepare your questions and recording
equipment
• Brainstorm questions
• Determine your criteria for selecting
interviewees
• Identify the people you will want to
interview - SMEs.
• Set a time and place to meet them
• Introduce yourself and the purpose.
Obtain consent.
• Start with easy questions then draw out
specifics.
• Ask “Why ___?”
• Never say “usually” when asking a question.
Instead, ask about a specific occurrence -
“Tell me about the last time you _______?”
• Encourage stories
• Look for inconsistencies. What people say
and do can be different. These
inconsistencies often hide interesting
insights.
• Pay attention to non-verbal cues
• Don’t be afraid of silence

Innovation Journey
Interviewing - quick guide (contd.)
• Don’t suggest answers to your questions
• Ask questions neutrally. “What do you think about
when buying gifts for your spouse?” is a better
question than “Don’t you think shopping is great?”
• Don’t ask binary questions
• Make sure you are prepared to capture. Always
interview in pairs. Listen carefully and take good
notes.

Innovation Journey
Interviewing - Helpful Hints
• Thank each participant
• Be non-judgemental. Resist the urge to analyse at
this stage.
• Review notes and add to them after the interview

Innovation Journey
dig
deep

Innovation Journey
Whom should you
interview?

Innovation Journey
Extreme Users

Innovation Journey
Extreme users

Innovation Journey
Paraplegics Bodybuilders
Arthritis Patients Children
Lives alone
Lives in an extended
joint family
Elderly Children
Toothless
Uses 7 types of
toothpastes

Innovation Journey

Innovation Journey
Interview for Empathy
You want to understand a person’s thoughts, emotions and motivations

Innovation Journey
Plutchik’s
Wheel of Emotions

Innovation Journey
Interview Guide

Innovation Journey
https://www.youtube.com/watch?v=9t-_hYjAKww

Innovation Journey
Observation

Innovation Journey
https://www.youtube.com/watch?v=XrpAveg7ZIg

Innovation Journey
“What people say, what
people do, and what they
say they do are entirely
different things”.
Margaret Mead
Anthropologist

Innovation Journey
Benefits & Limitations of Various Ethnographic Research Tools

Innovation Journey
Customer Journey
Mapping

Innovation Journey
Customer Journey Mapping
Tracing the customer’s experience as
she or he interacts with a company in
the process of receiving a product or
service, with a special emphasis on the
emotional highs and lows.

Innovation Journey
Jill Taylor
Harvard Medical School Brain Researcher
“We may think of
ourselves as thinking
creatures that feel but we
are actually feeling
creatures that
think”.

Innovation Journey
Staple yourself to an “order” or a “customer”

Innovation Journey
Customer Journey Mapping - quick guide
• Select a customer group.
• Lay out your hypothetical view of the customer’s journey from beginning to
end. (Include all steps)
• Identify a small number of customers (generally 12 to 20)
• Conduct a few pilot interviews - accurately capturing the steps and getting
the kind of data you need.
• Finalise the research approach and conduct the remaining interviews,
focusing on the emotional highs and lows of the experience.
• Identify the essential moments of truth and other themes from the interviews.
• Take these themes and identify insights.

Personas
An informed summary of
the mindset, needs, and
goals typically held by key
stakeholders

Personas
QUICK GUIDE
PERSONA PROFILES
• Identify a body of research to inform your work.
• Determine a set of archetypes to develop in detail.
• Write a personal description of each type.
• Give them realistic names.
• Include a representative portrait for each persona.
• Describe their distinguishing characteristics.
• Establish their needs and goals.
• Summarize their mindset with a memorable quote.
• Compose a one-page summary sheet for each type.

Personas - Helpful Hints
• Establish their needs and goals.
• Summarise their mindset with a memorable quote.
• Compose a one-page memory sheet for each type.

Personas - Benefits
• Focuses on people above other factors.
• Deepens your empathy for others.
• Summarises your research findings.
• Challenges your preconceptions.

Empathy Design Thinking

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