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Designing with Empathy [AWWWARDS 2014]

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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 …

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.

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  • 1. Aaron Gustafson Designing with Empathy A COLLABORATION WITH
  • 2. Designing Empathy with Aaron Gustafson @AaronGustafson adaptivewebdesign.info
  • 3. Photo Credit: Stuck in Customs
  • 4. Designing Empathy with
  • 5. Design ≠ Image Credit: L.e.e Art _ Photo Credit: faith goble
  • 6. Photo Credit: Abby Lanes Art serves the Artist
  • 7. “ 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
  • 8. de·sign   /dəˈzīn/ To devise for a specific function or end Classical: To indicate Medieval Latin: designare, to mark out
  • 9. David Carson has been called “the most influential graphic designer of our times” Photo Credit: © Marc Eckardt for FontShop, Berlin.
  • 10. It was Art
  • 11. It was Ego
  • 12. subjective, “ personal, and self-indulgent” Photo Credit: © Marc Eckardt for FontShop, Berlin.
  • 13. “ Your ego is a bad designer.” – Christopher Butler
  • 14. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  • 15. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  • 16. Just because you can doesn’t mean you should Photo Credit: harald walker
  • 17. Photo Credit: Laurence & Annie Design isn’t about showing off
  • 18. Design to Photo Credit: altemark communicate not alienate
  • 19. Design = Creativity for Communication
  • 20. Designing Empathy with
  • 21. em·pa·thy /ˈem-pə-thē/ From the Greek empathia meaning “state of emotion”
  • 22. 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
  • 23. Meet Charlie
  • 24. and Jack
  • 25. Empathy requires us to observe Photo Credit: [phil h]
  • 26. Empathy requires us to ask questions Photo Credit: [phil h]
  • 27. Empathy requires us to listen Photo Credit: [phil h]
  • 28. Empathy requires us to use our intuition Photo Credit: [phil h]
  • 29. Empathy requires us to be patient Photo Credit: [phil h]
  • 30. Perspective is everything Photo Credit: ZeroOne
  • 31. Empathy is about “ showing solidarity with others who have a one and only life on this planet.” – Jeremy Rifkin
  • 32. Solidarity requires communication Photo Credit: LeonArts.at
  • 33. Global Community Nation States Religious Groups Tribes
  • 34. Global response within 3 hours Photo Credit: United Nations Development Programme
  • 35. 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
  • 36. 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
  • 37. John Rawls 1921-2002
  • 38. Selfishness is a survival instinct Photo Credit: Malingering
  • 39. Photo Credit: Stuck in Customs We are able to empathize by seeing ourselves in others.
  • 40. Personas foster empathy In UX, we use personas to help us empathize Credit: Kevin O’Connor
  • 41. They also frequently devolve into another name for “the user” Photo Credit: Tinker*Tailor loves Lalka
  • 42. Personas need to be real. They need to be human. Photo Credit: code poet
  • 43. User Scenarios = situational empathy Photo Credit: Sergiu Bacioiu
  • 44. User Scenarios = situational empathy User scenarios = situational empathy Kitty: Sergiu Bacioiu; Fire: Mr. Theklan
  • 45. Design is problem a solving Photo Credit: Unhindered by Talent
  • 46. A O CE NT R AL F. F R O N T L L B E E TAL LO B PAR I E OCCIPITAL EXO LOBE O F. IAN V SYL TEM OCCIPITAL F. L ORA P L OBE CC IPIT AL FF.
  • 47. A O CE NT R AL F. F R O N T L L B E E TAL LO B PAR I E OCCIPITAL EXO LOBE O F. IAN V SYL TEM OCCIPITAL F. L ORA P L OBE CC IPIT AL FF.
  • 48. A O CE NT R AL F. F R O N T L L B E E TAL LO B PAR I E OCCIPITAL EXO LOBE O F. IAN V SYL TEM OCCIPITAL F. L ORA P L OBE CC IPIT AL FF.
  • 49. 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
  • 50. We only need enough detail to be able to put ourselves in his shoes. Who cares about his macchiato addiction? Photo Credit: Frisno
  • 51. We want info on his • goals, • needs, • circumstances, • outside influences, • distractions, and • limitations. Photo Credit: Neil. Moralee
  • 52. User scenarios help us empathize in a productive way Photo Credit: Chris Garrison
  • 53. Photo Credit: Horia Varlan
  • 54. Set a performance budget Photo Credit: Gunnar Ries
  • 55. Author appropriate content Photo Credit: schoschie
  • 56. Consider physical limitations Photo Credit: lastquest
  • 57. Facilitate satisfaction Photo Credit: CaptPiper
  • 58. Don’t create unnecessary barriers Photo Credit: andrechinn
  • 59. Don’t force your agenda on your customers Credit: XKCD
  • 60. Support common assistive technology Credit: windsordi
  • 61. Help users learn to accomplish complex tasks and reward them for doing so. Credit: pasukaru76
  • 62. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  • 63. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  • 64. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  • 65. Hurt not others in ways that you yourself would find harmful. –Buddhism Do unto others as you would have them do unto you. –Christianity The Golden Rule No one of you is a believer until he desires for his brother that which he desires for himself. –Islam What is hateful to you, do not to your fellow man. That is the entire law; all the rest is commentary. –Judaism
  • 66. “ [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
  • 67. Egalitarianism Equality of opportunity, not equality of outcome
  • 68. Designing Empathy with
  • 69. Thanks! L@aarongustafson
  • 70. Designing with Empathy by Aaron Gustafson @AaronGustafson Further reading: http://is.gd/readlist_empathy Slides available at http://slideshare.net/AaronGustafson This presentation is licensed under Creative Commons Attribution-Noncommercial-Share Alike 3.0 except where otherwise noted flickr Photo Credits http://www.flickr.com/photos/aarongustafson/galleries/72157633153882514/ http://www.flickr.com/photos/aarongustafson/galleries/72157633161513316/

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