Empathize is the first stage of design thinking where one seeks to understand users by seeing from their perspective. It involves techniques like observation, interviews, and empathy maps to gain insight into users' needs, problems, behaviors, and environment. Empathizing is important for design as it ensures the solution meets users' true needs rather than designers' assumptions. A case study on an amusement park demonstrated using empathy maps to define user personas of thrill-seekers and experiencers in order to provide personalized recommendations to improve their experience.

1. Introduction to Design Thinking
Empathize

2. Empathise
• See the people through others eye’s
• Experience things - the way someone does
• Difficulties people face and uncover the needs
• Gain the understanding of their environment
• •“DEEP UNDERSTANDING OF THE PROBLEMS AND REALITIES OF THE
PEOPLE YOU ARE DESIGNING FOR.

3. Empathise
• Design thinking’s First Stage
• Naturally occurring characteristics
• Always adopt a beginner’s mindset
• Able to view and analyse situations with user objectively.

4. How to Empathise
To get Right Insights
• Learn to be a good listener - Observing real user
• Improve your Observation Skills - Interviewing users
• Take inputs from other user - Engaging with extreme user
• Adopt Humility - Analogous empathy
• Mindful of of your own attitude - Sharing inspiring stories
• Empathy Maps
• Customer Journey Maps
• Personas

5. Need For Empathise
Customers
• Empathy for user - Right course of action
• Important to understand
• User feels
• Does the pitch evoke feelings of frustration
• What emotions
• Make their life easier
• Lags in User centricity

6. Success Story
A successful example of empathy in design: Danone
In 1996 food company Danone partnered with a non-profit organisation called the
Grameen Foundation with the aim of tackling malnutrition and boosting local
employment in a district of Bangladesh.
Danone brought its expert knowledge of food production and combined it with the
Grameen Foundation’s extensive experience of distributing products to rural
communities in Bangladesh.
They set up a factory producing a special, nutrient-dense yogurt which would

7. Effectively by Empathizing
 Traditional marketing methods weren’t suitable
 local women were recruited to do door-to-door sales
 to educate people about the product
 encourage details of the product to spread by word of mouth.
 The factory used local milk supplies and based the price of the yogurt on
the cost of the local milk.

8. Why Empathy for App Development
•The ability to empathize with users is an integral part of product design
•Not able to understand the true problems of users and hear the customer.
•That may lead to problems in the future: unreasonable architecture, lack of
onboarding, wrong prioritisation, and so on.
•Unfortunately, a lack of understanding of how users think and act is a big and
common problem.
•How to achieve empathy when designing an interface?

9. Why Empathy for App Development
•Empathy is the ability to
•understand and identify with the context,
•emotions,
•goals,
•motivations of another person.
•Therefore, empathy in design is broader than understanding users’ needs, it
affects
•the context,
•limitations,
•habits,
•relationships between people in a general way.

10. Exercise 1
Empathy Mapping
• Felling from customer’s shoe
• Listening actively - imagine yourself in their situation
• Colloborative tool to
• Collect customer data
• Visualize their needs
• Condense data into charts

11. Exercise 1
Empathy Mapping
• Deeper understanding of customer’s requirement more than what is stated.
• Listening
• Dialogue
• Observation
• Empathizing with users - Deep interaction

12. Exercise 1 - Empathy Mapping
Tool Template

13. Exercise 2
Stakeholder Analysis
• Identify and List down all the Stakeholder
• Stakeholder mapping unearths big picture regards to
• Constraints
• Challenges
• Possible outcomes
• Wider ecosystem
• Tool - CATWOE

14. Exercise 2
CATWOE
• CUSTOMERS
• ACTORS
• TRANSFORMATION
• WORLDWIDE
• OWNERS
• ENVIRONMENT CONSTRAINTS

15. Exercise 2
Stakeholder Analysis

16. CASE STUDY
Land of Wonder
The Situation: The Land of Wonder Amusement Park has been a family
destination for Whereville residents since 2002.
Since its founding, the park has increased in size and is serving approximately
1.2 millions visitors each year.
The peak season for attendance is the months of May, June, July, and August,
when the Park can serve 20,000 visitors a day.
In 2018, the Park was purchased by a local Whereville investor who wants to
improve the park experience for visitors.

17. CASE STUDY
Land of Wonder
The Research Objective:
To goal of this research is to understand how visitors experience The Land of
Wonder Amusement Park.
Approach:
Corona Insights conducted 15 interviews with local residents who have attended
the Land of Wonder Amusement Park within the past 12 months.
The interviews were conducted via Zoom and each lasted approximately 30
minutes. All interviews were audiorecorded for analysis purposes.

18. CASE STUDY
Land of Wonder
Key Findings:
visitors to the Land of Wonder Amusement Park:
Thrill seekers
Experiencers.
Corona provided the client with two empathy maps that outline these two visitor
personas.

19. Empathy Map
Thrill Seekers Experiencers

20. CASE STUDY
Land of Wonder
Recommendations for Thrill Seekers:
 Develop park maps highlighting the biggest and fastest rides
 Have meet-up spots so parties can easily find each other if they separate
 Provide a “fast track” pass.
 The pass will allow visitors to stand in a shorter “fast track” line for a higher
per ticket admission price.

21. CASE STUDY
Land of Wonder
Recommendations for Experiencers:
 Set up areas where friends and family members can take pictures to
document their experience together
 Provide maps with suggested paths through the park, highlighting rides and
other attractions
 Provide a “fast track” pass.
 The pass will allow visitors to stand in a shorter “fast track” line for a higher
per ticket admission price.