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Erica
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Introducing…
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Your Design Challenge…
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Whether you like it or not…
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For the next two days…
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How might you attract and develop the next generation
workforce?
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How might you attract and develop the next generation
workforce?
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UNDERSTAND OBSERVE
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WHAT is empathy
you can think through the experience of another by understanding it completely
you can feel what another is feeling by immersing yourself completely in an experience
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WHAT is empathy NOT
The story of the acorn grinder…
…uncover needs that are meaningful to THEM. (NOT you.)
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To discover people’s explicit and implicit needs so that you can meet them through your designs
WHY gain empathy
Connect with people.
Seek stories, feelings & beliefs…this will lead to uncovering needs.
HOW TO gain empathy
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Observe. Engage. Immerse.
HOW TO gain empathy
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Train your eye to seek out insights…
Observe. Engage. Immerse.
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WHATHOWWHYWhat is this person (or persons) doing?
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.
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Have a good conversation…
Observe. Engage. Immerse.
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have a PLAN
IntroProjectIntro
Yourself
Build Rapport
Evoke Stories
Explore Emotions
Question Statements
Thank & Wrap-up
Anatomy of an Interview
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“Tell me about the last time you_______________________.”
“Tell me about an experience you’ve had with _______________________.”
seek STORIES
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“How did you feel when [x] happened?”
“What were you feeling at that point?”
talk about FEELINGS
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And always follow-up with ‘why?’
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Turn to your partner and interview them about the first ‘real,’ paying job they had. [2 min each]
Remember:• Have a good conversation.• Prompt the person to tell you stories.
• Talk about feelings.• Follow up with ‘why?’
PRACTICE gaining empathy
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Observe. Engage. Immerse.
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experience for yourself
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experience for yourself
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Today, we’ll interview REAL users & observe those users interacting with the environment around them.
1. depth w/ end user – a real millenial!
2. short intercepts3. the user that is a phone call
away [an expert? another millenial? An
extreme user?]
WHO?
HOW?Capture in a team.
HOW?Create an artifact.
What are the conversations and immersive activities that you want to have?What are the props or tools that you need to trigger that interaction?
HOW?Create an artifact.
value spectrumput in order the factors you thought about when taking this
jobleast important
most important
salary people project
HOW?Create an artifact.
value spectrumput in order the factors you thought about when taking this
jobleast important
most important
people salary project
Create your empathy plan in the car!
• Choose roles.
• What’s your ‘break the ice’ strategy?
• Brainstorm questions!
• What activity can you create for them to do that will elicit even more insights?
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