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Empathize + Define2.22.14

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Refresher

Write down the steps in the Design Thinking Process

Design Thinking Process

E D I P T

Empathize Define Ideate Prototype Test

Why: To find out current user experiences, needs, motivations, emotions and values

E Empathize

Why: To narrow down what we will focus on

D Define

Why: To come up with solutions based on empathy and our problem definition

I Ideate

Why: To evolve the idea

P Prototype

Why: To find out current user experiences, needs, motivations, emotions and values

T Test

Customer Discovery

http://designthinking.co.nz/design-thinking-in-a-day/

https://www.udacity.com/ Lean Launchpad

https://www.udacity.com/ Lean Launchpad

Value Proposition Canvas

Why: To find out current user experiences, needs, motivations, emotions and values

How: Have people tell us their experiences.

E Empathize

Observe

Engage

Immerse

Observe

More than people-watching

Hypothesize why they are acting a certain way

Least interaction, but still powerful

Questions to ask yourself

What is this person(s) doing?

How are they doing it? (body language)

Why are they doing it this way?

Techniques

Photograph the area (lighting, movements, other actors)

Use camera phone to record video

Stay longer than feels comfortable

Engage

Do not ask for solutions

Encourage to tell stories

Very challenging, but very effective

Questions to ask user

Open-ended questions (not yes/no)

Keep them on track

Use tools (journey map)

Dig Deeper (5 Why’s)

Refresher: Journey Map

Tool for conversation

Understand pains/gains

Used last Tuesday

Learn more about building journey maps at http://www.shmula.com/customer-journey-map-continuous-improvement/10494/

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Techniques for Engagement

Divide tasks (interviewer + note-taker)

Keep them on track

Do not overwhelm

Immerse

Live the experience yourself

Amazing insights

IDEO/SSM De Paul Health Center

http://www.ideo.com/work/depaul-health-center/

“With a video camera tucked discreetly beneath his hospital gown, Kristian captured a patient’s experience in a way that no surgeon, nurse, or ambulance driver could possibly have done… As they sat through minute after tedious minute of acoustic ceiling tiles, look-alike hallways, and featureless waiting areas… It triggered in each of them the mix of boredom and anxiety that comes with being in a situation in which one feels lost, uninformed and not in control.”

-- Tim Brown, Change by Design

Benefits

Real actions vs. reported behavior Nonverbal cues Stimulates comments about intangibles,

such as smells Not limited by user’s mindset Does not interrupt flow

Common understanding of challenge

Plan Synthesize

Communicate the collected data in the team.

Compress using Personas and Mind Mapping.

Observe

Gather relevant user data and empathic understanding

Why: To narrow down what we will focus on

How: Choose the who, what and why

D Define

Mind MapPersonaResearch

Mind Map

Share stories as a group

Use sharpies and post-its to fill up quadrants

Question the story

Goal: to find insights

Persona

Fictional characters used to represent differenttypes

Synthesized from direct observation

Easy to communicate

Basic Demographics

• Name• Age • Occupation• Lifestyle

http://www.servicedesigntools.org/tools/40

Try to Answer

• What does he/she want? (wants/needs)

• What are the biggest obstacles? (constraints)

Learn by Doing

You don’t learn to walk by following rules. You learn by doing and falling over.

- Richard Branson

Sample Problem

• Newcomers that move to a new location find unknown

ingredients, and don’t know what to do with them.

insights

“I’m a Romanian living here now full-time and definitely interested in

learning to cook better Catalan food.”

“I’d love to learn more!!”

The best market seems to be expats at the start of their first 6-12 months

Think of new Issue/Challenge

Think of new Issue/Challenge

Pitch it

Think of new Issue/Challenge

Pitch it

Form Groups

Think of new Issue/Challenge

Pitch it

Form Groups

Plan

Think of new Issue/Challenge

Pitch it

Form Groups

Plan

Observe

Think of new Issue/Challenge

Pitch it

Form Groups

Plan

Observe

Insights

Think of new Issue/Challenge

Pitch it

Form Groups

Plan

Observe

Insights

Present

Assignment• Empathize

– Use multiple tools to Observe, Engage, or Immerse– Provide evidence – Get to know the WHO well

• Define– Talk about perspectives with group– Gather and cluster insights– Create an empathy map and persona– Assess and update Problem Statement

1. Focus: What do you want to learn?

Use Problem Statement phrasing.

___________________________________________________________________________________________________

2. Context: Where does focus take place?Identify where will you observe activities/have conversations

3. People: From whom do you want to learn?List 5 key criteria that define the participants you seek.

4. Key Questions: Within the focus statement what do you want to answer?What are you curious about and how will you ask questions to reveal more information?

Planning Customer Discovery

5. Research Plan: Who will do what? List specific activities and assignments.

1. DemographicsStage in career, Age, Gender, etc..

2. Common Tasks

3. Unique Aspects 6. Frustrations

Creating a Persona

5. Motivations

4. Picture/DrawingTo remember dress/posture/etc.

Creating a Mind Map