The Consumer Mind and Behavior Design
d.school Studio 1 (2nd floor)

Friday, October 11, 2013
10am – 5pm
Dr. Steph Habif s...
We’re gonna have a three-way!

Talker

Observer

Listener
Phase 1. 10 minutes
Each threesome is going to have a total of 9 minutes to converse.
Conversations Rules: Here are the ru...
10 minutes
Great, once that is over, we’re going to go around again, but this
time, the Observer gets to ask the Talker up...
Phase 3. Let’s practice observations as a group.
12 minutes

Steph (one of the teachers) is going to be the interviewer.
N...
SAY

BELIEVE
HUMAN

DO

FEEL
User Group Empathy Map
WHY EMPATHY IS IMPORTANT
you want to design
something that will
be used by people

to design something
meaningful you need...
design thinking
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Consumer Mind and Behavior Design d.school pop-up course_ Empathy activity

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A quick and effective activity for teaching empathy.

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  • 10 minutesEach threesome is going to have a total of 9 minutes to converse. Conversations Rules: Here are the rules. 1. Talker2. Listener3. Observer Decide who is going to be who – Once you have decided who you are observing, write their name at the top of the page.  The Listener starts the conversation --Ask The Talker about his/her last memorable shopping experience. -While those two people are talking with each other, the Observer is taking conversation notes (HANDOUT 1: blank pieces of white paper). -Each person will have three minutes to tell a story.
  • Quotes & defining words--Capture specific quotes from the user, as well as any unusual phrases or words that 'struck' you as something that might contain a deeper meaning.Actions & behaviors--Capture things you saw the user (or group of users) doing. Writing down specific details or even drawing out diagrams can be useful here.Thoughts & beliefs--This quadrant should contain phrases that begin with "I think..." or "I believe..." that were specifically stated by the user. You might also capture other thoughts & beliefs that may not have been explicitly stated but can be inferred from what the user said.Feelings & emotions--Capture feelings and emotions that the user displayed or talked about having. Capturing feelings and emotions that specific experiences elicited will also be useful here. You might also capture other feelings & emotions that you infer from actions & behaviors that you observed.
  • Consumer Mind and Behavior Design d.school pop-up course_ Empathy activity

    1. 1. The Consumer Mind and Behavior Design d.school Studio 1 (2nd floor) Friday, October 11, 2013 10am – 5pm Dr. Steph Habif sehabif@stanford.edu / Nir Eyal neyal@stanford.edu
    2. 2. We’re gonna have a three-way! Talker Observer Listener
    3. 3. Phase 1. 10 minutes Each threesome is going to have a total of 9 minutes to converse. Conversations Rules: Here are the rules. 1. Talker 2. Listener 3. Observer Decide who is going to be who – Once you have decided who you are observing, write their name at the top of the page. The Listener starts the conversation -Ask The Talker about his/her last memorable shopping experience. -While those two people are talking with each other, the Observer is taking conversation notes (HANDOUT 1: blank pieces of white paper). -Each person will have three minutes to tell a story.
    4. 4. 10 minutes Great, once that is over, we’re going to go around again, but this time, the Observer gets to ask the Talker up questions. The observer can ask the talker to clarify, define, continue, explain – ask away. Continue to add to your conversation notes. Again, three minutes each. (9 minutes) Wrap Phase 1. Great. Thank you everyone. Phase 2. 10 minutes Now, everyone turn to (Handout 2: Say/Believe/Do/Feel) Consult your conversation notes. On your own, use post-its or just write directly on the handout – what did the talker Say, Believe, Do, Feel. 5 minutes. Great. Pens down. How was that for you – let’s discuss. Pop-corn style. What did you observe? 5 minutes
    5. 5. Phase 3. Let’s practice observations as a group. 12 minutes Steph (one of the teachers) is going to be the interviewer. Nir (one of the teachers) is going to keep time. 4 minutes per person. (12 minutes) I need volunteers to be my interviewees (students). The topic needs to be something really ubiquitous……. For everyone else observing, write down your conversation notes. What does the person do, say, believe, feel??
    6. 6. SAY BELIEVE HUMAN DO FEEL
    7. 7. User Group Empathy Map
    8. 8. WHY EMPATHY IS IMPORTANT you want to design something that will be used by people to design something meaningful you need to understand their lives, their behavior, their beliefs to design something that people will use, it has to fill a need and fit into their lives
    9. 9. design thinking

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