Empathize + Define @Kyued Up


Published on

Diving into the Design Thinking process in Okinawa. Using tools to define problems and the users affected by them.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Empathize + Define @Kyued Up

  1. 1. Kyued Up Empathize + Define 2.22.14
  2. 2. Reminder
  3. 3. 35 days and counting…..
  4. 4. +Feedback +Presentations Local Experts Feedback Different Topics
  5. 5. Refresher
  6. 6. Write down the steps in the Design Thinking Process
  7. 7. Design Thinking Process
  8. 8. E D I P T Empathize Define Ideate Prototype Test
  9. 9. E Empathize Why: To find out current user experiences, needs, motivations, emotions and values
  10. 10. D Define Why: To narrow down what we will focus on
  11. 11. I Ideate Why: To come up with solutions based on empathy and our problem definition
  12. 12. P Prototype Why: To evolve the idea
  13. 13. T Test Why: To find out current user experiences, needs, motivations, emotions and values
  14. 14. Customer Discovery
  15. 15. http://designthinking.co.nz/design-thinking-in-a-day/
  16. 16. https://www.udacity.com/ Lean Launchpad
  17. 17. https://www.udacity.com/ Lean Launchpad
  18. 18. Value Proposition Canvas
  19. 19. E Empathize Why: To find out current user experiences, needs, motivations, emotions and values How: Have people tell us their experiences.
  20. 20. Observe Engage Immerse
  21. 21. Observe More than people-watching Hypothesize why they are acting a certain way Least interaction, but still powerful
  22. 22. Questions to ask yourself What is this person(s) doing? How are they doing it? (body language) Why are they doing it this way?
  23. 23. Techniques Photograph the area (lighting, movements, other actors) Use camera phone to record video Stay longer than feels comfortable
  24. 24. Engage Do not ask for solutions Encourage to tell stories Very challenging, but very effective
  25. 25. Questions to ask user Open-ended questions (not yes/no) Keep them on track Use tools (journey map) Dig Deeper (5 Why’s)
  26. 26. Refresher: Journey Map Tool for conversation Understand pains/gains Used last Tuesday
  27. 27. Learn more about building journey maps at http://www.shmula.com/customer-journey-map-continuous-improvement/10494/
  28. 28. http://engagingplaces.files.wordpress.com/2013/09/customer-journey-map-exploratorium.png
  29. 29. Techniques for Engagement Divide tasks (interviewer + note-taker) Keep them on track Do not overwhelm
  30. 30. Immerse Live the experience yourself Amazing insights IDEO/SSM De Paul Health Center
  31. 31. http://www.ideo.com/work/depaul-health-center/
  32. 32. “With a video camera tucked discreetly beneath his hospital gown, Kristian captured a patient’s experience in a way that no surgeon, nurse, or ambulance driver could possibly have done… As they sat through minute after tedious minute of acoustic ceiling tiles, look-alike hallways, and featureless waiting areas… It triggered in each of them the mix of boredom and anxiety that comes with being in a situation in which one feels lost, uninformed and not in control.” -- Tim Brown, Change by Design
  33. 33. Benefits  Real actions vs. reported behavior  Nonverbal cues  Stimulates comments about intangibles, such as smells  Not limited by user’s mindset  Does not interrupt flow
  34. 34. Plan Common understanding of challenge Observe Gather relevant user data and empathic understanding Synthesize Communicate the collected data in the team. Compress using Personas and Mind Mapping.
  35. 35. D Define Why: To narrow down what we will focus on How: Choose the who, what and why
  36. 36. Mind Map Persona Research
  37. 37. Mind Map Share stories as a group Use sharpies and post-its to fill up quadrants Question the story Goal: to find insights
  38. 38. Persona Fictional characters used to represent different types Synthesized from direct observation Easy to communicate
  39. 39. Basic Demographics • • • • Name Age Occupation Lifestyle http://www.servicedesigntools.org/tools/40
  40. 40. Try to Answer • What does he/she want? (wants/needs) • What are the biggest obstacles? (constraints)
  41. 41. Learn by Doing You don’t learn to walk by following rules. You learn by doing and falling over. - Richard Branson
  42. 42. Sample Problem • Newcomers that move to a new location find unknown ingredients, and don’t know what to do with them.
  43. 43. insights “I’d love to learn more!!” “I’m a Romanian living here now full-time and definitely interested in learning to cook better Catalan food.” The best market seems to be expats at the start of their first 6-12 months
  44. 44. Think of new Issue/Challenge
  45. 45. Think of new Issue/Challenge Pitch it
  46. 46. Think of new Issue/Challenge Pitch it Form Groups
  47. 47. Think of new Issue/Challenge Pitch it Form Groups Plan
  48. 48. Think of new Issue/Challenge Pitch it Form Groups Plan Observe
  49. 49. Think of new Issue/Challenge Pitch it Form Groups Plan Observe Insights
  50. 50. Think of new Issue/Challenge Pitch it Form Groups Plan Observe Insights Present
  51. 51. Assignment • Empathize – Use multiple tools to Observe, Engage, or Immerse – Provide evidence – Get to know the WHO well • Define – – – – Talk about perspectives with group Gather and cluster insights Create an empathy map and persona Assess and update Problem Statement
  52. 52. Planning Customer Discovery 1. Focus: What do you want to learn? Use Problem Statement phrasing. _________________________________ _________________________________ _________________________________ 2. Context: Where does focus take place? Identify where will you observe activities/have conversations 3. People: From whom do you want to learn? List 5 key criteria that define the participants you seek. 4. Key Questions: Within the focus statement what do you want to answer? What are you curious about and how will you ask questions to reveal more information? 5. Research Plan: Who will do what? List specific activities and assignments.
  53. 53. Creating a Persona 1. Demographics Stage in career, Age, Gender, etc.. 2. Common Tasks 3. Unique Aspects 4. Picture/Drawing To remember dress/posture/etc. 5. Motivations 6. Frustrations
  54. 54. Creating a Mind Map