Design Thinking: User Empathy
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Design Thinking: User Empathy

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Small introduction to doing Design Thinking: User Interviews. Involves key DT ideas like Empathy and Brainstorming.

Small introduction to doing Design Thinking: User Interviews. Involves key DT ideas like Empathy and Brainstorming.

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  • Thank you Wayne! This is a very clear and informative way of getting to the core of user focus groups.
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Design Thinking: User Empathy Design Thinking: User Empathy Presentation Transcript

  • User Interviews Wayne Pau, Emerging Technologies SAP Mar28, 2013 Internal
  • Introduction to User Interview Using Design Thinking to Create Solutions Wayne Pau, Emerging Technologies SAP Feb 4, 2013 – MEIC’s Mobile Accelerator Programme – Workshop #6
  • My Apology Slide “If I'm curt with you it's because time is a factor. I think fast, I talk fast and I need you guys to act fast if you wanna get out of this. So, pretty please... with sugar on top…” - Winston Wolfe (Pulp Fiction) © 2012 SAP AG. All rights reserved. Internal 3
  • Overall Agenda 1. Empathy Basics 2. Interview & Prep 3. Collate & Process Data 4. POV & Composites © 2012 SAP AG. All rights reserved. Internal 4
  • Empathy Basics
  • d.School Bootleg http://dschool.stanford.edu/use-our-methods/ © 2012 SAP AG. All rights reserved. Internal 6
  • Design Thinking Phase: Empathy • Core component of “Design Thinking” • Empathy via: 1. Observe 2. Engage 3. Immerse © 2012 SAP AG. All rights reserved. Internal 7
  • Why Empathy? • Guide, Direct Innovation • Narrow/Refine Target Users • Mine for Emotions and Motivations © 2012 SAP AG. All rights reserved. Internal 8
  • Quick Video on Empathy http://www.youtube.com/watch?v=cDDWvj_q-o8 © 2012 SAP AG. All rights reserved. Internal 9
  • Interview & Prep
  • Preparing for Interview • Brainstorm Questions • Identify Focus, Theme & Order • Refine and Edit Questions: • Re-word Leading or Biased Questions • Expand Yes or No type-questions • Make vague questions more specific • Ensure you questions eliciting *FEELINGS* • Eliminate redundancy • Simplify questions, short as possible. © 2012 SAP AG. All rights reserved. Internal 11
  • Sample Questions • What was you last cellphone case? • Can you describe it? • Did you purchase it? How much did you pay? • How often do you use you cellphone case? Is it always on your phone? • Why do you keep using your cellphone case? • Can you tell a story of when your were thankful you had a cellphone case? © 2012 SAP AG. All rights reserved. Internal 12
  • Tips & Tricks • What makes a successful cellphone case? • A cellphone case need be black, right? • Let’s talk a cellphone case a friend has that you think you might like… • On a scale of 1 to 10, how do you rate your current case? • Can you draw me what an ideal case would be? • If you just had $40 to buy a cellphone case because you spent all the rest on apps and there was only 4 choices left at the store in your budget which fix you phone but had various materials and didn’t allow for… © 2012 SAP AG. All rights reserved. Internal 13
  • User Interview – Ideal Timeline (http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf) © 2012 SAP AG. All rights reserved. Internal 14
  • Collect & Review
  • Group Story Share • Catches up Team & distributes info FAST • Forces speaker to “process” observations • More evenly distributes input (Equal Voice) • Trigger collaborative & Additional Questions • Quickly remove duplicates • Quickly see patterns © 2012 SAP AG. All rights reserved. Internal 16
  • Inferred I SAY… • I DO… • THINK… • FEEL… • Observed Empathy Map (http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf) © 2012 SAP AG. All rights reserved. Internal 17
  • Brain Storming Rules 1. One Conversation at a Time 2. Go for Quantity 3. Headline! 4. Build on the ideas of Others 5. Encourage “Wild Ideas” 6. Be VISUAL… 7. Stay on Topic 8. Defer Judgment – No BLOCKING (http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf) © 2012 SAP AG. All rights reserved. Internal 18
  • “Stickies” Grouping & Voting • Start to Group & Categorize • Focus on Quantity and Quality • Look for “Patterns” • Employ Group Voting © 2012 SAP AG. All rights reserved. Internal 19
  • POV and Composites
  • Composite Sketch • Semi-Fictional • Give them a Name, Age, Gender, etc • “Enough” detail for empathy • Get Team Buy-in for Target User • Initially *only* focus on Target User © 2012 SAP AG. All rights reserved. Internal 21
  • Point of View statements (POV) – Mad Lib Isolate: • USER • NEED • INSIGHT Into: • [USER] needs to [USER’S NEED] because [SURPRISING INSIGHT] “Semi-Pro Drummer needs portable, silent drum kit so he can practice while travelling on business to keep up his skills.” © 2012 SAP AG. All rights reserved. Internal 22
  • Point of View statements (POV) – Wanted Ad • Think Craigslist or Kijiji Drummer Wanted. Any skill level. (Newmarket) Two guitarists seeking drummer with small portable kit for ambient space rock jamming/song-writing collaboration. We're both in our early 40's, pretty easy-going intermediate level players, hoping for about a session per week in a moderate-volume home rehearsal setting in the Newmarket area. Any skill and experience level, but must be comfortable with jamming and into being a part of a ground-up creative process. © 2012 SAP AG. All rights reserved. Internal 23
  • How Might We (HMW) • Create a list of HMW based on POV • USER + NEED + INSIGHT 1. How to create/produce lighter weight Drum Stands? 2. How to create portable/folding drum kits? 3. How to create a quick set-up drum kit? 4. How to reduce the volume of drum kit? 5. …. © 2012 SAP AG. All rights reserved. Internal 24
  • Wrap-Up Exercise I Like… © 2012 SAP AG. All rights reserved. I Wish…. I Will… Internal 25
  • Thank you Contact information: Wayne Pau (wayne.pau@sap.com) Emerging Technologies