THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativity
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The document emphasizes the importance of empathy in driving innovation and addressing real human problems through design. It discusses the relationship between empathy and effective problem-solving, citing successful examples from various companies and services. The speaker provides actionable steps to cultivate empathy in design practices and create products that truly resonate with people's needs.
![AT&T, Baxter Healthcare, Bell Communication, Beverly
Enterprises, BOEING, Canadair, CARF International, Citibank,
Corning Glass, General Electric, GTE, Hill-Rom, Herman Miller
Healthcare, Honolulu Light Rail, Johnson & Johnson, Johnson
Wax, Kimberly Clark, Kaiser Permanente, Kraft General Foods,
LOrad, NASA, Norelco NA, Merck, Sharp and Dohme, Manor
Care, Marriott, Maytag, Monsanto, OXO, Pfizer, Playtex,
Procter & Gamble, Searle Laboratories, Seoul Design City
Project, Sky Train [Phoenix Sky Harbor Airport], Sunbeam, 3M,
Valley Metro [Phoenix] Rail, Walgreen's and Whirlpool.
Even more products from all of these companies](https://image.slidesharecdn.com/thisrelationshipneedswork-131121100029-phpapp02/85/THIS-RELATIONSHIP-NEEDS-WORK-using-empathy-to-drive-innovation-and-creativity-13-320.jpg)
THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativity
- 1. THIS RELATIONSHIP NEEDS WORK using empathy to drive innovation and creativity
- 2. • Solve problems for real people • Take complicated things and make them clear • Believe most conflicts could be solved more efficiently with a dance off I’m Gretchen. Things I do:
- 3. I believe in designing things that matter, work well, and make people happy.
- 4. This is NOT a talk about • Marketing • Branding • Product development • Strategy • User experience
- 5. BUT FIRST A STORY
- 8. THINGS WE HAVE because of Pattie Moore
- 9. new class of designer
- 12. OXO Good Grips
- 13. AT&T, Baxter Healthcare, Bell Communication, Beverly Enterprises, BOEING, Canadair, CARF International, Citibank, Corning Glass, General Electric, GTE, Hill-Rom, Herman Miller Healthcare, Honolulu Light Rail, Johnson & Johnson, Johnson Wax, Kimberly Clark, Kaiser Permanente, Kraft General Foods, LOrad, NASA, Norelco NA, Merck, Sharp and Dohme, Manor Care, Marriott, Maytag, Monsanto, OXO, Pfizer, Playtex, Procter & Gamble, Searle Laboratories, Seoul Design City Project, Sky Train [Phoenix Sky Harbor Airport], Sunbeam, 3M, Valley Metro [Phoenix] Rail, Walgreen's and Whirlpool. Even more products from all of these companies
- 14. ?
- 15. This is a talk about empathy.
- 16. EMPATHY drives real innovation that matters to people
- 17. WHAT IS EMPATHY?
- 18. EMPATHY noun, ’em-pǝ-thé the ability to share somebody else’s feelings
- 19. empathy is not how YOU feel
- 20. Empathy is how THEY feel
- 22. The Good News we’re built for it
- 23. The Bad News it takes work
- 24. USING EMPATHY as a path to innovative products and services
- 25. Forming Relationships identify unmet needs and desires
- 26. Experience Strategy plan to solve real human problems
- 27. Content strategy Visual paths Digital Design serving real human needs
- 28. • Time Magazine's 50 Best Websites, 2008, 2009, and 2010 • Webby Award Winner, 2009 • People's Voice Winner for Banking/Bill Paying, Webby Awards 2009 • People's Voice Winner for Financial Services, Webby Awards 2008, 2009 • Top pick and 4-stars from Money Magazine, 2008 • One of Kiplinger's best budgeting sites, 2008 • PC World's Top Rated Online Finance Service, 2008 • PC Magazine Editors' Choice, 2008 • PC World 25 Most Innovative Products, 2007 • TechCrunch40 Best Presenting Company $50,000, September 18, 2007 • Time's 50 Best Android Applications for 2013 Awards for Mint.com
- 29. Healthcare.gov
- 30. Service Design
- 34. THAT SOUNDS HARD. can’t we just use market research?
- 35. Yes, it is. And you need both.
- 36. What Happens when you only use market research
- 37. “take your music with you anywhere” “about as pleasant as having an airbag deploy in your face” Apple iPod vs. Microsoft Zune
- 38. THE CASE FOR EMPATHY it’s not just a bunch of touchy feely stuff
- 39. 1. EMPATHY leads to INNOVATION Seeing the world with new eyes is the best pathway to fresh ideas – and a pathway to products and services that matter.
- 40. Empathizing with Kids innovative design
- 41. Designed for Pilots used by everyone
- 42. 2. The MAP is not the TERRITORY
- 43. DATA is not PEOPLE
- 44. The Map “mobile is the future”
- 45. The Territory a very different story
- 46. 3. EMPATHY is ETHICAL
- 48. GREAT! how do we make some empathy?
- 49. You don’t make it
- 51. Get to know customers …even if you think you already do
- 52. Leave your comfort zone behind
- 53. 1. Create the environment 2. Form relationships 3. Leave your comfort zone 4. Solve real problems 5. ? 6. ? bring EMPATHY to your work
- 54. Thank You.