Designing with Empathy [A 2014]

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A COLLABORATION WITH Aaron Gustafson Designing with Empathy

description

Every decision we make affects the way real people experience our products. We’ve all heard the rallying cry for user-centered design, but even those of us who ascribe to that ideal often fall back on our own biases and instincts when it comes to making decisions about how people experience our content and our services. Sadly, this often means we make decisions we think will be good for our "users"—that anonymous, faceless crowd—rather than actually trying to understand the perspectives, surroundings, capabilities, and disadvantages of the actual people who we are here to serve.

Transcript of Designing with Empathy [A 2014]

Page 1: Designing with Empathy [A 2014]

A COLLABORATION WITH

Aaron GustafsonDesigning with Empathy

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Designing Empathywith

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I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration—likely because so much bad design simply is decoration. Good design isn’t. Good design is problem solving.” – Jeffrey Veen

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de·sign  /dəˈzīn/

To devise for a specific function or end

Classical: To indicate

Medieval Latin: designare, to mark out

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David Carsonhas been called“the most influential graphic designer of our times”

Photo Credit: © Marc Eckardt for FontShop, Berlin.

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It was Art

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It was Ego

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subjective, personal, and self-indulgent”

Photo Credit: © Marc Eckardt for FontShop, Berlin.

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Just because you can doesn’t mean you should

Photo Credit: harald walker

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Designisn’t about showing off

Photo Credit: Laurence & Annie

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Design = Creativity for Communication

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Designing Empathywith

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em·pa·thy/ˈem-pə-thē/

From the Greek empathia meaning “state of emotion”

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em·pa·thy/ˈem-pə-thē/

The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner

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Meet Charlie

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andJack

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Photo Credit: [phil h]

Empathy requiresus to ask questions

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Empathy requiresus to use our intuition

Photo Credit: [phil h]

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Empathy is about showing solidarity with others who have a one and only life on this planet.”

– Jeremy Rifkin

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Tribes

Religious Groups

Nation States

Global Community

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Photo Credit: United Nations Development Programme

Global response within 3 hours

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em·pa·thy/ˈem-pə-thē/

The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner

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em·pa·thy/ˈem-pə-thē/

The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner

Also: the capacity for this

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John Rawls1921-2002

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Photo Credit: Stuck in Customs

We are able to empathize by seeing ourselvesin others.

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In UX, we use personas to

help us empathize

Personas foster empathy

Credit: Kevin O’Connor

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They also frequently devolveinto another name for“the user”

Photo Credit: Tinker*Tailor loves Lalka

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Personas need tobe real.

They need to be

human.

Photo Credit: code poet

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User Scenarios =situational empathy

Photo Credit: Sergiu Bacioiu

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a

Design isproblem

solving

Photo Credit: Unhindered by Talent

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F R O N T A L

L O

B EP A R I E T A L L O B E

T E M P O R A L L O B E

OCCIPITALLOBE

CENT

RAL

F.

OCCIPITAL F.

SYLVIAN F. EXOOCCIPITAL FF.

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F R O N T A L

L O

B EP A R I E T A L L O B E

T E M P O R A L L O B E

OCCIPITALLOBE

CENT

RAL

F.

OCCIPITAL F.

SYLVIAN F. EXOOCCIPITAL FF.

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F R O N T A L

L O

B EP A R I E T A L L O B E

T E M P O R A L L O B E

OCCIPITALLOBE

CENT

RAL

F.

OCCIPITAL F.

SYLVIAN F. EXOOCCIPITAL FF.

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Call out the relevant facts:

Bob is a mechanic

He is left- handed

He wants to look up parts info (and possibly order a replacement part) while under a car

Photo Credit: Neil. Moralee

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We only need enough detail to be able to put ourselves in his shoes.

Who caresabout hismacchiatoaddiction?

Photo Credit: Frisno

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We want info on his• goals,

• needs,

• circumstances,

• outside influences,

• distractions, and

• limitations.

Photo Credit: Neil. Moralee

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User scenarios help us empathize in a productive way

Photo Credit: Chris Garrison

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Photo Credit: lastquest

Consider physical limitations

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Photo Credit: andrechinn

Don’t create unnecessary barriers

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Credit: XKCD

Don’t force your agenda on your customers

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Support common assistive technology

Credit: windsordi

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Help users learn to accomplish complex tasks and rewardthem fordoing so.

Credit: pasukaru76

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Progressive Reduction

http://layervault.tumblr.com/post/42361566927/progressive-reduction

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Progressive Reduction

http://layervault.tumblr.com/post/42361566927/progressive-reduction

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Progressive Reduction

http://layervault.tumblr.com/post/42361566927/progressive-reduction

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What is hateful to you, do not to your fellow man. That is the entire law; all the rest is commentary.

–Judaism

Do unto others as you would have them do unto you.

–Christianity

No one of you is a believer until he desires for his brother that which he desires for himself.

–Islam

The Golden Rule

Hurt not others in ways that you yourself would find harmful.

–Buddhism

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[Progressive enhancement] keeps the design open to the possibilities of sexiness in opportune contexts, rather than starting with the ‘whole’ experience that must be compromised.”

– Ben Hoh

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EgalitarianismEquality of opportunity,not equality of outcome

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Designing Empathywith

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Thanks!Thanks!L@aarongustafson

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Designing with Empathyby Aaron Gustafson@AaronGustafson

Further reading:http://is.gd/readlist_empathy

Slides available athttp://slideshare.net/AaronGustafson

This presentation is licensed underCreative Commons

Attribution-Noncommercial-Share Alike 3.0except where otherwise noted

flickr Photo Creditshttp://www.flickr.com/photos/aarongustafson/galleries/72157633153882514/http://www.flickr.com/photos/aarongustafson/galleries/72157633161513316/