Techniques for Empathy in DesignJIM KALBACH, USEEDS
JIM KALBACH Principal UX Strategist, USEEDS° Rutgers University, USA Designing Web Navigation www.xing.com/profile/James_Kalbach @jameskalbach www.ExperiencingInformation.com www.UxToGo.comUSEEDS° user centred thinking 2
„ A companys primary responsibility is to serve its customers. „ PETER DRUCKER, THE PRACTICE OF MANAGEMENT (1954)
„ Find the truth by listening to customers. Follow them and understand their lives. Growth StrategyThen focus the whole organization around Tesco the customer. … Sir Terry Leahy No one has more authority than a „ leader who speaks for the customer.SIR TERRY LEAHY, TESCO
„You can’t just askcustomers what they „want and then try to give that to them.
„ The single tool that does the best job at spreading empathy throughout a business is the Persona. „ – PETER MERHOLZ HARVARD BUSINESS REVIEW http://blogs.harvardbusiness.org/merholz/2009/03/the-best-way-to-understand-you.html
2. Role PlayingFranz Boas, Ethnographer – Acting out folk rituals observed in the field
„ P&G spends more time living with people in their homes, shopping with them in stores, and being part of their lives. This total immersion leads to richer consumer insights, which helps identify innovation opportunities that are often missed by traditional research. „USEEDS° user centred thinking