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

  • 22,275 views
Uploaded on

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.

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
22,275
On Slideshare
0
From Embeds
0
Number of Embeds
13

Actions

Shares
Downloads
0
Comments
7
Likes
68

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. THIS RELATIONSHIP NEEDS WORK using empathy to drive innovation and creativity
  • 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. I believe in designing things that matter, work well, and make people happy.
  • 4. This is NOT a talk about •  Marketing •  Branding •  Product development •  Strategy •  User experience
  • 5. BUT FIRST A STORY
  • 6. Patricia Moore
  • 7. Patricia Moore
  • 8. THINGS WE HAVE because of Pattie Moore
  • 9. new class of designer
  • 10. peel-away cereal liners
  • 11. mammography machine
  • 12. OXO Good Grips
  • 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. ?
  • 15. This is a talk about empathy.
  • 16. EMPATHY drives real innovation that matters to people
  • 17. WHAT IS EMPATHY?
  • 18. EMPATHY noun, ’em-pǝ-thé the ability to share somebody else’s feelings
  • 19. empathy is not how YOU feel
  • 20. Empathy is how THEY feel
  • 21. Empathy is about RELATIONSHIPS
  • 22. The Good News we’re built for it
  • 23. The Bad News it takes work
  • 24. USING EMPATHY as a path to innovative products and services
  • 25. Forming Relationships identify unmet needs and desires
  • 26. Experience Strategy plan to solve real human problems
  • 27. Content strategy Visual paths Digital Design serving real human needs
  • 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. Healthcare.gov
  • 30. Service Design
  • 31. Empathy at retail
  • 32. Empathy at retail
  • 33. Empathy at retail
  • 34. THAT SOUNDS HARD. can’t we just use market research?
  • 35. Yes, it is. And you need both.
  • 36. What Happens when you only use market research
  • 37. “take your music with you anywhere” “about as pleasant as having an airbag deploy in your face” Apple iPod vs. Microsoft Zune
  • 38. THE CASE FOR EMPATHY it’s not just a bunch of touchy feely stuff
  • 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. Empathizing with Kids innovative design
  • 41. Designed for Pilots used by everyone
  • 42. 2. The MAP is not the TERRITORY
  • 43. DATA is not PEOPLE
  • 44. The Map “mobile is the future”
  • 45. The Territory a very different story
  • 46. 3. EMPATHY is ETHICAL
  • 47. GREAT! how do we make some empathy?
  • 48. You don’t make it
  • 49. Create an Environment
  • 50. Get to know customers …even if you think you already do
  • 51. Leave your comfort zone behind
  • 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. Thank You.