Post on 23-Feb-2016
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What Are We Actually Doing These 2 days?
Deepen the local Hawaiian experience for visitors.
Cultural ExperiencesEnvironmental Experiences
How do visitors experience Hawaii?How do locals experience Hawaii?
Deepen the local Hawaiian experience for visitors.
empathize: what?
When you feel what the other person is feeling.
When you can mirror their expression, their opinions, and their hopes.
empathize: what?
When you feel what the other person is feeling.
When you can mirror their expression, their opinions, and their hopes.
Talk Story
empathize: what?
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empathize: why?
Look for needs that are meaningful to THEM, not to you.
to discover people’s expressed and latent needs so that you can meet them through your design solutions.
empathize: why?
empathize: how?
empathize: how?
without judgmentwith a beginner’s eyeswith curiosityoptimisticallyrespectfully
immerse
observe
engage
empathize: how?
immerse yourself in the situations and experiences your
user has
immerse
observe
engage
empathize: how?
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observe what your user is doing,how s/he is doing it,
and what prompted the behavior
what is this person (or persons) doing?Notice what is happening both with the person and the context he/she is functioning within.
how are they doing it? pretend you are describing the picture to someone not looking at it.
why are they doing it this way? take a guess. start to form a story. then ask.
what :: how :: why
immerse
observe
engage
empathize: how?
1. seek stories
2. talk about feelings
3. ask “why”
empathize: how?
1. “Tell me about the last time you…”
2. “What was the best…” “What was the worst…
3. “And why is that?” “Can you tell me more about that?”
Questions:
1. Thinking you are a user and can design from your experience
2. Asking your user to design for you
empathize is NOT:
1. seek stories
2. talk about feelings
3. ask “why”
4. capture your findings
empathize: how?
construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights
define: what?
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Focus on individuals
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OXO Good Grips
come together and understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view
define: how?
saturationspace
Quotes Thoughts
FeelingsActions
Quotes Thoughts
FeelingsActions
Nuggets
“HUH.”
“THAT WAS SURPRISING.”“THIS IS IMPORTANT, BUT
I DON’T KNOW WHERE IT GOES YET.”
“WHOA.”
45 min: empathy maps & nuggets for users
do it now!
come together and understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view
define: how?
point of view: components
specific user deep need empathy-based insight
who’s your user?
what’s a need?
• Why do you think this user really has this need?
• Why is this need surprising or interesting?
• How does this user/need play out in this context?
what’s an insight?
point of view: components
user be specificneed use verbsinsight = observation + interpretation
user desperate nepali motherneed to keep premature baby warm in the early hoursinsight 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 teenagerneed to eat healthy foodinsight certain nutrients are necessary for physical and cognitive health and development
point of view: components
user 9th grade girl at a new schoolneed to eat healthy foodinsight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
user 9th grade girl at a new schoolneed to feel socially accepted while eating healthy foodinsight 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 schoolneed to feel socially accepted while eating healthy foodinsight 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
understand the experienceidentify user, reveal the needs, articulate insightsreframe the problem into a new point of view
define: how?
prepare your POV mad-lib
user need insight…NEEDS...
...BECAUSE...
pick one category to start generating
40min group time: mad lib iterationsgenerate users, needs, insights on post-itsselect & synthesize into a point of view
do it now: POV mad-lib
user be specificneed use verbsinsight = observation + interpretation; surprise, contradiction, why this situation is unique