Empathic Desgin
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Empathic Desgin



Why do we need empathic approach?

Why do we need empathic approach?



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Empathic Desgin Empathic Desgin Presentation Transcript

  • BUSINESS STRATEGY AND POLICY Presented by: Sudeep Shyamal & Dhwani Soni
  • What do you do… when in an extensive market research customer never mentions their desires?
  • They assume those desires cannot be fulfilled… They are not aware of the possibility of innovation… View slide
  • They provide you with answers which pleases the inquirer They create their own problem solving environment around it and forget what the actual problem is Their inclination to avoid embarrassment by not revealing practices they suspect might be deemed inappropriate View slide
  • People who design surveys, run focus groups, interview customers further cloud the results by inadvertently- an inevitably- introducing their own biases into questioning…
  • So what should a company rely on to identify opportunities not only for Innovation and product redesign but also for entering new markets…?
  • Empathy? Reading emotions to gain some insights “ You can’t do it for someone else if you can’t do it for yourself”
  • Empathic design ? The “delight the consumer” approach assumes real meaning when a product or service providers push beyond what their customers anticipate to deliver the unexpected, and technology is a primary agent of such delight…
  • Empathic Design techniques exploit a company’s existing technological capabilities in the widest sense of term…
  • THE PROCESS  Observation:  Who should be observed?  Who should be observing?  What behavior should be observed? But why observe? * Observing in virtual space
  • THE PROCESS  Capturing Data  Stressing observation over inquiry  Visual, auditory and sensory cues  Photography and videography as frequent tools
  • THE PROCESS  Reflecting and Analysis
  • THE PROCESS  Brainstorming for Solutions: Transformation of information into graphics, and visual representation of possible solutions  Five steps to Brainstorming (IDEO):  Defer judgment  Build on other’s ideas  Hold one conversation at a time  Stay focused on topic  Encourage wild ideas
  • THE PROCESS  Developing Prototypes To gather useful visual data, to stimulate communication by creating some physical representation of a new concept  Prototypes:  Clarify the concept of new product or services with the development team  Enable team to place its concept in front of other individuals who work in functions not formally represented on the team  Can stimulate reactions and foster discussions with potential customers of innovation
  • THE PROCESS  Other such process: Role playing Body storming Story telling
  • THE OUTCOME…?  Triggers of Use  What circumstances prompt people to use your product  Does customer turn to your offering when and in the way you expected?  If they don’t… then there may be an opportunity for your company!
  • THE OUTCOME…?  Interactions with the user’s environment  How does a product fit into a customer’s idiosyncratic system… household… office…?
  • THE OUTCOME…?  User customization  Do users reinvent or redesign your product to serve their own purpose  Sometimes, users combine several existing products to solve a problem not only revealing new users for traditional products but also highlighting their shortcomings
  • THE OUTCOME…?  Intangible attributes of the product  What kinds of peripherals or intangibles does your product have?  What is the emotional opportunity?  Such intangible , invisible product assets can be augmented, exploited & redirected
  • THE OUTCOME…?  Unarticulated user needs  Greatest potential benefit- observation of current or possible customers encountering with the problems with your product  Problems they do not recognize  Opportunities you can map!  Technologies that can support…
  • Stunning ideas come from the person who actually uses the product he/she develops because this individual combines knowledge of unexpressed needs with the knowledge of how to fill those needs…
  • Yes! Interdisciplinary Approach… to develop a deep, empathic understanding of user’s unarticulated needs can challenge industry assumptions and lead to a shift in corporate strategy