Empathy. Why it Matters.
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This document discusses empathy and why it is important. It provides several definitions and techniques for developing empathy, including deep listening, perspective taking, avoiding judgment, and recognizing emotion. Some specific empathy techniques discussed are contextual inquiry, empathy mapping, journey mapping, and co-creation. Developing empathy is presented as key to strategic product and service design by allowing businesses to better understand the underlying needs, attitudes, and behaviors of customers.
Empathy. Why it Matters.
- 1. EMPATHY WHY IT MATTERS. Mary Piontkowski Director of Insights & Service Design @ gotoresearch @maryp
- 2. 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.
- 3. Transforming healthcare for children and their families: Doug Dietz at TEDxSanJoseCA 2012
- 6. 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.
- 7. IKO Prosthetic Creative Systems, Image from Business Insider
- 8. 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
- 9. “Minds are like parachutes; they only function when they are open.” - Thomas R. Dewar Empathy opens our minds.
- 10. A few achievable methods. CONTEXTUAL INQUIRY PRACTICING EMPATHY EMPATHY MAPPING JOURNEY MAPPING SUPPORT & CARE ECOSYSTEM CO-CREATION STORY TELLING
- 11. A few achievable methods. CONTEXTUAL INQUIRY PRACTICING EMPATHY EMPATHY MAPPING JOURNEY MAPPING SUPPORT & CARE ECOSYSTEM CO-CREATION STORY TELLING
- 12. Related methods. CONTEXTUAL INQUIRY • In Person, One on One Discussions • Observation • Rapid Ethnography • Remote Interviews • Diary Studies
- 13. Techniques. CONTEXTUAL INQUIRY • Open-ended questions • The “5 Whys” • Avoid leading • Look deep
- 14. Capturing what you see and hear. EMPATHY MAPPING See Think & Feel Hear Say & Do Pain Gain
- 15. LET’S PRACTICE! Meet Doris.
- 16. 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
- 17. Let’s share!
- 18. “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
- 19. THANK YOU. NOW GO & DO IT. Mary Piontkowski mary@gotoresearch.com @maryp
- 20. Brené Brown on Empathy