Designing with Empathy [Reasons to be Creative 2013]

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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 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.

In this session, Aaron will explore why empathy is a good thing, how empathy empowers creativity, and how we, as a community, can inject more empathy into our work.

Designing with Empathy [Reasons to be Creative 2013]

  1. 1. Designing Empathywith Aaron Gustafson @aarongustafson adaptivewebdesign.info
  2. 2. Photo Credit: Stuck in Customs
  3. 3. Designing Empathywith
  4. 4. Design ≠ Art _ Photo Credit: faith gobleImage Credit: L.e.e
  5. 5. Art serves the Artist Photo Credit: Abby Lanes
  6. 6. 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 “
  7. 7. de·sign   /dəˈzīn/ To devise for a specific function or end Classical: To indicate Medieval Latin: designare, to mark out
  8. 8. David Carson has been called “the most influential graphic designer of our times” Photo Credit: © Marc Eckardt for FontShop, Berlin.
  9. 9. It was Art
  10. 10. It was Ego
  11. 11. subjective, personal, and self-indulgent” Photo Credit: © Marc Eckardt for FontShop, Berlin. “
  12. 12. Your ego is a bad designer.” – Christopher Butler “
  13. 13. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  14. 14. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  15. 15. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  16. 16. Just because you can doesn’t mean you should Photo Credit: harald walker
  17. 17. communicate not alienate Design to Photo Credit: altemark
  18. 18. Design isn’t about showing off Photo Credit: Laurence & Annie
  19. 19. Design = Creativity for Communication
  20. 20. Designing Empathywith
  21. 21. em·pa·thy /ˈem-pə-thē/ From the Greek empathia meaning “state of emotion”
  22. 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. 23. Meet Charlie
  24. 24. and Jack
  25. 25. Photo Credit: [phil h] Empathy requires us to observe
  26. 26. Empathy requires us to use our intuition Photo Credit: [phil h]
  27. 27. Photo Credit: [phil h] Empathy requires us to ask questions
  28. 28. Empathy requires us to listen Photo Credit: [phil h]
  29. 29. Empathy requires us to be patient Photo Credit: [phil h]
  30. 30. Perspective is everything Photo Credit: ZeroOne
  31. 31. Empathy is about showing solidarity with others who have a one and only life on this planet.” – Jeremy Rifkin “
  32. 32. Solidarity requires communication Photo Credit: LeonArts.at
  33. 33. Tribes Religious Groups Nation States Global Community
  34. 34. Photo Credit: United Nations Development Programme Global response within 3 hours
  35. 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 Also: the capacity for this
  36. 36. John Rawls 1921-2002
  37. 37. Selfishness is a survival instinct Photo Credit: Malingering
  38. 38. Photo Credit: Stuck in Customs We are able to empathize by seeing ourselves in others.
  39. 39. In UX, we use personas to help us empathize Personas foster empathy Credit: Kevin O’Connor
  40. 40. They also frequently devolve into another name for “the user” Photo Credit: Tinker*Tailor loves Lalka
  41. 41. Personas need to be real. They need to be human. Photo Credit: code poet
  42. 42. User Scenarios = situational empathy Photo Credit: Sergiu Bacioiu
  43. 43. User scenarios = situational empathy Kitty: Sergiu Bacioiu; Fire: Mr. Theklan User Scenarios = situational empathy
  44. 44. a Design is problem solving Photo Credit: Unhindered by Talent
  45. 45. F R O N T A L L O B E P A R I E T A L L O B E T E M P O R A L L O B E OCCIPITAL LOBE CENTRALF. OCCIPITAL F. SYLVIAN F. EXOOCCIPITAL FF.
  46. 46. F R O N T A L L O B E P A R I E T A L L O B E T E M P O R A L L O B E OCCIPITAL LOBE CENTRALF. OCCIPITAL F. SYLVIAN F. EXOOCCIPITAL FF.
  47. 47. F R O N T A L L O B E P A R I E T A L L O B E T E M P O R A L L O B E OCCIPITAL LOBE CENTRALF. OCCIPITAL F. SYLVIAN F. EXOOCCIPITAL FF.
  48. 48. 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
  49. 49. Photo Credit: Frisno We only need enough detail to be able to put ourselves in his shoes.
  50. 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. 51. We want info on his •goals, •needs, •circumstances, •outside influences, •distractions, and •limitations. Photo Credit: Neil. Moralee
  52. 52. User scenarios help us empathize in a productive way Photo Credit: Chris Garrison
  53. 53. Photo Credit: Horia Varlan
  54. 54. Set a performance budget Photo Credit: Gunnar Ries
  55. 55. Photo Credit: schoschie Author appropriate content
  56. 56. Photo Credit: lastquest Consider physical limitations
  57. 57. Photo Credit: CaptPiper Facilitate satisfaction
  58. 58. Photo Credit: andrechinn Don’t create unnecessary barriers
  59. 59. Credit: XKCD Don’t force your agenda on your customers
  60. 60. Consider indirect users
  61. 61. Consider indirect users
  62. 62. Consider indirect users
  63. 63. Support common assistive technology Credit: windsordi
  64. 64. Help users learn to accomplish complex tasks and reward them for doing so. Credit: pasukaru76
  65. 65. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  66. 66. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  67. 67. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  68. 68. 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
  69. 69. [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 “
  70. 70. Egalitarianism Equality of opportunity, not equality of outcome
  71. 71. Designing Empathywith
  72. 72. Thank you
  73. 73. Designing with Empathy by Aaron Gustafson @AaronGustafson Further reading: http://readlists.com/820c6ff1 http://adaptivewebdesign.info http://blog.easy-designs.net 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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