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Designing
Empathywith
Aaron Gustafson
@aarongustafson
adaptivewebdesign.info
Photo Credit: Stuck in Customs
Designing
Empathywith
Design ≠ Art _
Photo Credit: faith gobleImage Credit: L.e.e
Art serves the Artist
Photo Credit: Abby Lanes
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
“
de·sign  
/dəˈzīn/
To devise for a specific function or end
Classical: To indicate
Medieval Latin: designare, to mark out
David Carson
has been called
“the most
influential
graphic designer
of our times”
Photo Credit: © Marc Eckardt for FontShop, Berlin.
It was Art
It was Ego
subjective,
personal, and
self-indulgent”
Photo Credit: © Marc Eckardt for FontShop, Berlin.
“
Your ego is a
bad designer.”
– Christopher Butler
“
http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
Just because you can
doesn’t mean you should
Photo Credit: harald walker
communicate
not alienate
Design to
Photo Credit: altemark
Design
isn’t about
showing off
Photo Credit: Laurence & Annie
Design = Creativity
for Communication
Designing
Empathywith
em·pa·thy
/ˈem-pə-thē/
From the Greek empathia meaning
“state of emotion”
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
Meet
Charlie
and
Jack
Photo Credit: [phil h]
Empathy requires
us to observe
Empathy requires
us to use our intuition
Photo Credit: [phil h]
Photo Credit: [phil h]
Empathy requires
us to ask questions
Empathy requires
us to listen
Photo Credit: [phil h]
Empathy requires
us to be patient
Photo Credit: [phil h]
Perspective
is everything
Photo Credit: ZeroOne
Empathy is about
showing solidarity
with others who
have a one and only
life on this planet.”
– Jeremy Rifkin
“
Solidarity requires
communication
Photo Credit: LeonArts.at
Tribes
Religious Groups
Nation States
Global Community
Photo Credit: United Nations Development Programme
Global response
within 3 hours
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
John Rawls
1921-2002
Selfishness is a survival instinct
Photo Credit: Malingering
Photo Credit: Stuck in Customs
We are able to empathize by
seeing ourselves
in others.
In UX, we use
personas to
help us empathize
Personas foster empathy
Credit: Kevin O’Connor
They also
frequently
devolve
into another
name for
“the user”
Photo Credit: Tinker*Tailor loves Lalka
Personas
need to
be real.
They need
to be
human.
Photo Credit: code poet
User Scenarios =
situational empathy
Photo Credit: Sergiu Bacioiu
User scenarios =
situational empathy
Kitty: Sergiu Bacioiu; Fire: Mr. Theklan
User Scenarios =
situational empathy
a
Design is
problem
solving
Photo Credit: Unhindered by Talent
F
R
O
N
T
A
L
L
O
B
E
P A R I E T A L L O B E
T E M P O R A L L O B E
OCCIPITAL
LOBE
CENTRALF.
OCCIPITAL F.
SYLVIAN F.
EXOOCCIPITAL FF.
F
R
O
N
T
A
L
L
O
B
E
P A R I E T A L L O B E
T E M P O R A L L O B E
OCCIPITAL
LOBE
CENTRALF.
OCCIPITAL F.
SYLVIAN F.
EXOOCCIPITAL FF.
F
R
O
N
T
A
L
L
O
B
E
P A R I E T A L L O B E
T E M P O R A L L O B E
OCCIPITAL
LOBE
CENTRALF.
OCCIPITAL F.
SYLVIAN F.
EXOOCCIPITAL FF.
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
Photo Credit: Frisno
We only need enough detail
to be able to put ourselves in
his shoes.
We only need enough detail
to be able to put ourselves in
his shoes.
Who cares
about his
macchiato
addiction?
Photo Credit: Frisno
We want info on his
•goals,
•needs,
•circumstances,
•outside influences,
•distractions, and
•limitations.
Photo Credit: Neil. Moralee
User scenarios help us
empathize in a productive way
Photo Credit: Chris Garrison
Photo Credit: Horia Varlan
Set a performance budget
Photo Credit: Gunnar Ries
Photo Credit: schoschie
Author appropriate content
Photo Credit: lastquest
Consider physical limitations
Photo Credit: CaptPiper
Facilitate satisfaction
Photo Credit: andrechinn
Don’t create
unnecessary
barriers
Credit: XKCD
Don’t force
your agenda
on your
customers
Consider
indirect
users
Consider
indirect
users
Consider
indirect
users
Support common
assistive
technology
Credit: windsordi
Help users learn to
accomplish complex
tasks and
reward
them for
doing so.
Credit: pasukaru76
Progressive Reduction
http://layervault.tumblr.com/post/42361566927/progressive-reduction
Progressive Reduction
http://layervault.tumblr.com/post/42361566927/progressive-reduction
Progressive Reduction
http://layervault.tumblr.com/post/42361566927/progressive-reduction
What is hateful to you,
do not to your fellow
man. That is the entire
law; all the rest is
commentary.
–Judaism
Do unto others as you
would have them do
unto you.
–Christianity
No one of you is a
believer until he
desires for his brother
that which he desires
for himself.
–Islam
The Golden Rule
Hurt not others in
ways that you yourself
would find harmful.
–Buddhism
[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
“
Egalitarianism
Equality of opportunity,
not equality of outcome
Designing
Empathywith
Thank you
Designing with Empathy
by Aaron Gustafson
@AaronGustafson
Further reading:
http://readlists.com/820c6ff1
http://adaptivewebdesign.info
http://blog.easy-designs.net
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/

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