USEEDS° :: Techniques for Empathy in Design

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This presentation outlines 4 key techniques for generating empathy in design teams and processes.

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USEEDS° :: Techniques for Empathy in Design

  1. 1. Techniques for Empathy in DesignJIM KALBACH, USEEDS
  2. 2. 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
  3. 3. Why Get Closer To The Customer?
  4. 4. „ A companys primary responsibility is to serve its customers. „ PETER DRUCKER, THE PRACTICE OF MANAGEMENT (1954)
  5. 5. „ 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
  6. 6. „You can’t just askcustomers what they „want and then try to give that to them.
  7. 7. How?
  8. 8. AGNES Age Gain Now Empathy System
  9. 9. USEEDS° user centred thinking
  10. 10. EmpathyUSEEDS° user centred thinking
  11. 11. EMPATHY ...the capacity to recognize and share feelings that are being experienced by someone else.
  12. 12. Technologists have strong systemizing but reduced empathizing skills (William Hudson, Syntagm Ltd – ‘Reduced Empathzing Skills Increase Challenges for UCD’ http://www.syntagm.co.uk/design/articles/note1271-hudson.pdf)USEEDS° user centred thinking 12
  13. 13. 4 Techniques for Empathy in Design
  14. 14. 1. Personas
  15. 15. Bring the customer to you
  16. 16. Let customers permeate the workplace
  17. 17. Persona RoomUSEEDS° user centred thinking
  18. 18. „ 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
  19. 19. 2. Role PlayingFranz Boas, Ethnographer – Acting out folk rituals observed in the field
  20. 20. Method Acting: immersed in a roll
  21. 21. Bodystorming Act out what customers do
  22. 22. Mystery Shopping Shop undercover: experience what customers do
  23. 23. 3. Ethnography Observe customers in their nature setting
  24. 24. “The Science of Desire,” Business Week (2006)
  25. 25. Find new servicescustomers truly value
  26. 26. „ 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
  27. 27. 4. Alignment Diagrams Customer Journey Map
  28. 28. Experience Map Prototyping the Experience
  29. 29. Mental Model Diagrams
  30. 30. Techniques for Empathy in Design1. Personas2. Role Playing3. Ethnography4. Alignment Diagrams
  31. 31. Thank YouJames.Kalbach@useeds.de © USEEDS° GmbH | Chausseestr. 123 | 10115 Berlin Tel.: + 49 (0)30 340 6005-0 | Fax: + 49 (0)30 340 6005-49 ron.hofer@useeds.de l www.useeds.de Wir schicken Ihnen gerne ergänzendes Informationsmaterial, Projektbeispiele oder unseren Schulungskatalog zu!

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