THIS RELATIONSHIP NEEDS WORK
using empathy to drive innovation and creativity
•  Solve problems for real people
•  Take complicated things and
make them clear
•  Believe most conflicts could be
solved ...
I believe in
designing things that
matter,
work well, and
make people happy.
This is NOT a talk about
•  Marketing
•  Branding
•  Product development
•  Strategy
•  User experience
BUT FIRST A STORY
Patricia Moore
Patricia Moore
THINGS WE HAVE
because of Pattie Moore
new class of designer
peel-away cereal liners
mammography machine
OXO Good Grips
AT&T, Baxter Healthcare, Bell Communication, Beverly
Enterprises, BOEING, Canadair, CARF International, Citibank,
Corning ...
?
This is a talk about empathy.
EMPATHY
drives real innovation that matters to people
WHAT IS EMPATHY?
EMPATHY
noun, ’em-pǝ-thé
the ability to share somebody else’s feelings
empathy is not
how YOU feel
Empathy
is how THEY feel
Empathy
is about RELATIONSHIPS
The Good News
we’re built for it
The Bad News
it takes work
USING EMPATHY
as a path to innovative products and services
Forming Relationships
identify unmet needs and desires
Experience Strategy
plan to solve real human problems
Content
strategy
Visual
paths
Digital Design
serving real human needs
•  Time Magazine's 50 Best Websites, 2008, 2009, and 2010
•  Webby Award Winner, 2009
•  People's Voice Winner for Banking...
Healthcare.gov
Service Design
Empathy at retail
Empathy at retail
Empathy at retail
THAT SOUNDS HARD.
can’t we just use market research?
Yes, it is.
And you need both.
What Happens
when you only use market research
“take your music
with you
anywhere”
“about as pleasant as
having an airbag
deploy in your face”
Apple iPod vs. Microsoft Z...
THE CASE FOR EMPATHY
it’s not just a bunch of touchy feely stuff
1. EMPATHY leads to INNOVATION
Seeing the world with new eyes is the best pathway
to fresh ideas – and a pathway to produc...
Empathizing with Kids
innovative design
Designed for Pilots
used by everyone
2. The MAP is not the TERRITORY
DATA is not PEOPLE
The Map
“mobile is the future”
The Territory
a very different story
3. EMPATHY is ETHICAL
GREAT!
how do we make some empathy?
You don’t make it
Create an Environment
Get to know customers
…even if you think you already do
Leave your comfort zone behind
1.  Create the environment
2.  Form relationships
3.  Leave your comfort zone
4.  Solve real problems
5.  ?
6.  ?
bring EM...
Thank You.
THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativity
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THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativity

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From a talk I gave in November to a marketing group. Makes the case for using empathy in business - not only to make our lives better but to drive innovation and creativity.

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Transcript of "THIS RELATIONSHIP NEEDS WORK: using empathy to drive innovation and creativity"

  1. 1. THIS RELATIONSHIP NEEDS WORK using empathy to drive innovation and creativity
  2. 2. •  Solve problems for real people •  Take complicated things and make them clear •  Believe most conflicts could be solved more efficiently with a dance off I’m Gretchen. Things I do:
  3. 3. I believe in designing things that matter, work well, and make people happy.
  4. 4. This is NOT a talk about •  Marketing •  Branding •  Product development •  Strategy •  User experience
  5. 5. BUT FIRST A STORY
  6. 6. Patricia Moore
  7. 7. Patricia Moore
  8. 8. THINGS WE HAVE because of Pattie Moore
  9. 9. new class of designer
  10. 10. peel-away cereal liners
  11. 11. mammography machine
  12. 12. OXO Good Grips
  13. 13. AT&T, Baxter Healthcare, Bell Communication, Beverly Enterprises, BOEING, Canadair, CARF International, Citibank, Corning Glass, General Electric, GTE, Hill-Rom, Herman Miller Healthcare, Honolulu Light Rail, Johnson & Johnson, Johnson Wax, Kimberly Clark, Kaiser Permanente, Kraft General Foods, LOrad, NASA, Norelco NA, Merck, Sharp and Dohme, Manor Care, Marriott, Maytag, Monsanto, OXO, Pfizer, Playtex, Procter & Gamble, Searle Laboratories, Seoul Design City Project, Sky Train [Phoenix Sky Harbor Airport], Sunbeam, 3M, Valley Metro [Phoenix] Rail, Walgreen's and Whirlpool. Even more products from all of these companies
  14. 14. ?
  15. 15. This is a talk about empathy.
  16. 16. EMPATHY drives real innovation that matters to people
  17. 17. WHAT IS EMPATHY?
  18. 18. EMPATHY noun, ’em-pǝ-thé the ability to share somebody else’s feelings
  19. 19. empathy is not how YOU feel
  20. 20. Empathy is how THEY feel
  21. 21. Empathy is about RELATIONSHIPS
  22. 22. The Good News we’re built for it
  23. 23. The Bad News it takes work
  24. 24. USING EMPATHY as a path to innovative products and services
  25. 25. Forming Relationships identify unmet needs and desires
  26. 26. Experience Strategy plan to solve real human problems
  27. 27. Content strategy Visual paths Digital Design serving real human needs
  28. 28. •  Time Magazine's 50 Best Websites, 2008, 2009, and 2010 •  Webby Award Winner, 2009 •  People's Voice Winner for Banking/Bill Paying, Webby Awards 2009 •  People's Voice Winner for Financial Services, Webby Awards 2008, 2009 •  Top pick and 4-stars from Money Magazine, 2008 •  One of Kiplinger's best budgeting sites, 2008 •  PC World's Top Rated Online Finance Service, 2008 •  PC Magazine Editors' Choice, 2008 •  PC World 25 Most Innovative Products, 2007 •  TechCrunch40 Best Presenting Company $50,000, September 18, 2007 •  Time's 50 Best Android Applications for 2013 Awards for Mint.com
  29. 29. Healthcare.gov
  30. 30. Service Design
  31. 31. Empathy at retail
  32. 32. Empathy at retail
  33. 33. Empathy at retail
  34. 34. THAT SOUNDS HARD. can’t we just use market research?
  35. 35. Yes, it is. And you need both.
  36. 36. What Happens when you only use market research
  37. 37. “take your music with you anywhere” “about as pleasant as having an airbag deploy in your face” Apple iPod vs. Microsoft Zune
  38. 38. THE CASE FOR EMPATHY it’s not just a bunch of touchy feely stuff
  39. 39. 1. EMPATHY leads to INNOVATION Seeing the world with new eyes is the best pathway to fresh ideas – and a pathway to products and services that matter.
  40. 40. Empathizing with Kids innovative design
  41. 41. Designed for Pilots used by everyone
  42. 42. 2. The MAP is not the TERRITORY
  43. 43. DATA is not PEOPLE
  44. 44. The Map “mobile is the future”
  45. 45. The Territory a very different story
  46. 46. 3. EMPATHY is ETHICAL
  47. 47. GREAT! how do we make some empathy?
  48. 48. You don’t make it
  49. 49. Create an Environment
  50. 50. Get to know customers …even if you think you already do
  51. 51. Leave your comfort zone behind
  52. 52. 1.  Create the environment 2.  Form relationships 3.  Leave your comfort zone 4.  Solve real problems 5.  ? 6.  ? bring EMPATHY to your work
  53. 53. Thank You.

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