Designing with Empathy [AWWWARDS 2014]

2,684 views

Published on

Every decision we make affects the way real people experience our products. We’ve all heard the rallying cry for user-centered design, but even those of us who ascribe to that ideal often fall back on our own biases and instincts when it comes to making decisions about how people experience our content and our services. Sadly, this often means we make decisions we think will be good for our "users"—that anonymous, faceless crowd—rather than actually trying to understand the perspectives, surroundings, capabilities, and disadvantages of the actual people who we are here to serve.

Published in: Technology

Designing with Empathy [AWWWARDS 2014]

  1. 1. Aaron Gustafson Designing with Empathy A COLLABORATION WITH
  2. 2. Designing Empathy with Aaron Gustafson @AaronGustafson adaptivewebdesign.info
  3. 3. Photo Credit: Stuck in Customs
  4. 4. Designing Empathy with
  5. 5. Design ≠ Image Credit: L.e.e Art _ Photo Credit: faith goble
  6. 6. Photo Credit: Abby Lanes Art serves the Artist
  7. 7. “ I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration—likely because so much bad design simply is decoration. Good design isn’t. Good design is problem solving.” – Jeffrey Veen
  8. 8. de·sign   /dəˈzīn/ To devise for a specific function or end Classical: To indicate Medieval Latin: designare, to mark out
  9. 9. David Carson has been called “the most influential graphic designer of our times” Photo Credit: © Marc Eckardt for FontShop, Berlin.
  10. 10. It was Art
  11. 11. It was Ego
  12. 12. subjective, “ personal, and self-indulgent” Photo Credit: © Marc Eckardt for FontShop, Berlin.
  13. 13. “ Your ego is a bad designer.” – Christopher Butler
  14. 14. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  15. 15. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
  16. 16. Just because you can doesn’t mean you should Photo Credit: harald walker
  17. 17. Photo Credit: Laurence & Annie Design isn’t about showing off
  18. 18. Design to Photo Credit: altemark communicate not alienate
  19. 19. Design = Creativity for Communication
  20. 20. Designing Empathy with
  21. 21. em·pa·thy /ˈem-pə-thē/ From the Greek empathia meaning “state of emotion”
  22. 22. em·pa·thy /ˈem-pə-thē/ The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner
  23. 23. Meet Charlie
  24. 24. and Jack
  25. 25. Empathy requires us to observe Photo Credit: [phil h]
  26. 26. Empathy requires us to ask questions Photo Credit: [phil h]
  27. 27. Empathy requires us to listen Photo Credit: [phil h]
  28. 28. Empathy requires us to use our intuition Photo Credit: [phil h]
  29. 29. Empathy requires us to be patient Photo Credit: [phil h]
  30. 30. Perspective is everything Photo Credit: ZeroOne
  31. 31. Empathy is about “ showing solidarity with others who have a one and only life on this planet.” – Jeremy Rifkin
  32. 32. Solidarity requires communication Photo Credit: LeonArts.at
  33. 33. Global Community Nation States Religious Groups Tribes
  34. 34. Global response within 3 hours Photo Credit: United Nations Development Programme
  35. 35. em·pa·thy /ˈem-pə-thē/ The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner
  36. 36. em·pa·thy /ˈem-pə-thē/ The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner Also: the capacity for this
  37. 37. John Rawls 1921-2002
  38. 38. Selfishness is a survival instinct Photo Credit: Malingering
  39. 39. Photo Credit: Stuck in Customs We are able to empathize by seeing ourselves in others.
  40. 40. Personas foster empathy In UX, we use personas to help us empathize Credit: Kevin O’Connor
  41. 41. They also frequently devolve into another name for “the user” Photo Credit: Tinker*Tailor loves Lalka
  42. 42. Personas need to be real. They need to be human. Photo Credit: code poet
  43. 43. User Scenarios = situational empathy Photo Credit: Sergiu Bacioiu
  44. 44. User Scenarios = situational empathy User scenarios = situational empathy Kitty: Sergiu Bacioiu; Fire: Mr. Theklan
  45. 45. Design is problem a solving Photo Credit: Unhindered by Talent
  46. 46. A O CE NT R AL F. F R O N T L L B E E TAL LO B PAR I E OCCIPITAL EXO LOBE O F. IAN V SYL TEM OCCIPITAL F. L ORA P L OBE CC IPIT AL FF.
  47. 47. A O CE NT R AL F. F R O N T L L B E E TAL LO B PAR I E OCCIPITAL EXO LOBE O F. IAN V SYL TEM OCCIPITAL F. L ORA P L OBE CC IPIT AL FF.
  48. 48. A O CE NT R AL F. F R O N T L L B E E TAL LO B PAR I E OCCIPITAL EXO LOBE O F. IAN V SYL TEM OCCIPITAL F. L ORA P L OBE CC IPIT AL FF.
  49. 49. Call out the relevant facts: Bob is a mechanic He is left- handed He wants to look up parts info (and possibly order a replacement part) while under a car Photo Credit: Neil. Moralee
  50. 50. We only need enough detail to be able to put ourselves in his shoes. Who cares about his macchiato addiction? Photo Credit: Frisno
  51. 51. We want info on his • goals, • needs, • circumstances, • outside influences, • distractions, and • limitations. Photo Credit: Neil. Moralee
  52. 52. User scenarios help us empathize in a productive way Photo Credit: Chris Garrison
  53. 53. Photo Credit: Horia Varlan
  54. 54. Set a performance budget Photo Credit: Gunnar Ries
  55. 55. Author appropriate content Photo Credit: schoschie
  56. 56. Consider physical limitations Photo Credit: lastquest
  57. 57. Facilitate satisfaction Photo Credit: CaptPiper
  58. 58. Don’t create unnecessary barriers Photo Credit: andrechinn
  59. 59. Don’t force your agenda on your customers Credit: XKCD
  60. 60. Support common assistive technology Credit: windsordi
  61. 61. Help users learn to accomplish complex tasks and reward them for doing so. Credit: pasukaru76
  62. 62. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  63. 63. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  64. 64. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction
  65. 65. Hurt not others in ways that you yourself would find harmful. –Buddhism Do unto others as you would have them do unto you. –Christianity The Golden Rule No one of you is a believer until he desires for his brother that which he desires for himself. –Islam What is hateful to you, do not to your fellow man. That is the entire law; all the rest is commentary. –Judaism
  66. 66. “ [Progressive enhancement] keeps the design open to the possibilities of sexiness in opportune contexts, rather than starting with the ‘whole’ experience that must be compromised.” – Ben Hoh
  67. 67. Egalitarianism Equality of opportunity, not equality of outcome
  68. 68. Designing Empathy with
  69. 69. Thanks! L@aarongustafson
  70. 70. Designing with Empathy by Aaron Gustafson @AaronGustafson Further reading: http://is.gd/readlist_empathy Slides available at http://slideshare.net/AaronGustafson This presentation is licensed under Creative Commons Attribution-Noncommercial-Share Alike 3.0 except where otherwise noted flickr Photo Credits http://www.flickr.com/photos/aarongustafson/galleries/72157633153882514/ http://www.flickr.com/photos/aarongustafson/galleries/72157633161513316/

×