Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Empathy for Product Design - Workshop

558 views

Published on

Connecting Emotionally to Make Stuff People Love

We create things for other people. When we feel what others are feeling, we understand them and connect much more deeply than with just market research or personas. Empathy allows us to forge these deep connections by understanding people on a personal level.

Published in: Design
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Empathy for Product Design - Workshop

  1. 1. Prepared with love by Empathy for Product Design CONNECTING EMOTIONALLY TO MAKE THINGS PEOPLE LOVE
  2. 2. How can we make stuff people fall in love with? Image: CNET
  3. 3. But is this what love looks like? Image adapted from: Floris Looijesteijn
  4. 4. Nine out of 10 startups fail… Why startups fail, according to their founders, Fortune, 2014 – Image adapted from Bill Wadman If no one wants your product, your company isn’t going to succeed. - Erin Griffith
  5. 5. Hierarchy of User Experience, by Stephen Anderson Love depends on a healthy relationship
  6. 6. Image adapted from: emergencyresident.com A hashealthy relationship MEANING
  7. 7. Image adapted from: Prosthetic Laboratories A has MEANING RHYTHMhealthy relationship
  8. 8. Image adapted from: Lego A has MEANING RHYTHM healthy relationship PERSONALITY
  9. 9. Image: motoandtattoos.tumblr.com A has MEANING RHYTHM healthy relationship PERSONALITY ENDURANCE
  10. 10. Enablers help us climb up each step. SUSTAINABLE ENGAGEMENT LADDER OF Pathos Principles Prototypes Process @brianpagan – Feb 2017 Climbing these steps makes a product or service more interesting, engaging, and effective over time. MEANING RHYTHM PERSONALITY ENDURANCE
  11. 11. Hi, I’m Brian! Design humanist on a mission to build a compassionate world with Empathy, Emotion, & Ethics brianpagan.net @brianpagan
  12. 12. The Greatness Studio represents a community of User Experience professionals who explore and improve their craft in a safe, constructive environment. WE UNLOCK YOUR (TEAM’S) UX SUPERPOWERS WITH COACHING, TRAINING, & CONSULTING.
  13. 13. ART HUMANITY EMOTION SCIENCE TECHNOLOGY INTELLECT Our superpowers come from here
  14. 14. MEANING RHYTHM PERSONALITY ENDURANCE Pathos represents emotional communication and helps us at every step of the Ladder. Pathos Principles Prototypes Process
  15. 15. Human experience lives deep inside, where we can't observe it. Adapted from Contextmapping: experiences from practice - Froukje Sleeswijk Visser, Pieter Jan Stappers, Remko van der Lugt Think Know Feel Dream Say Use Do
  16. 16. Think Know Feel Dream Say Use Do Think Know Feel Dream Say Use Do Empathy lets us connect with people’s emotional needs.
  17. 17. Design Empathy Framework Adapted from: Kouprie & Sleeswijk Visser, F (2009) A framework for empathy in design: stepping into and out of the user’s life. Journal of Engineering Design 20(5) 437-448 “[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings & resonating with the user’s experience.” - Froukje Sleeswijk Visser
  18. 18. And we can use acting techniques to help us along the way.
  19. 19. What do you think?
  20. 20. Warm Up Discussion Emotional Vocabulary Mindfulness Exercise Empathy Interviews Sense Memory Character Study Needs Mapping Our Journey Today Short Break
  21. 21. Ok, let’s stand up!
  22. 22. An empathic connection depends on these two factors: Align our own experience with the other person’s Proximity Develop our own empathy skills Ability
  23. 23. Ability Develop our own empathy skills
  24. 24. Experience as much as possible. The more diverse experiences you have to draw from, the easier it is to relate to others’ experiences. Image adapted from Moyan Brenn
  25. 25. Take acting classes. Acting is allowing your authentic self to resonate with a character the same way we resonate with other people. Image adapted from The Los Angeles Method
  26. 26. Develop your emotional vocabulary. Our language and reality shape each other. Specificity helps us understand ourselves and each other. Plutchik’s Wheel of Emotion, classtools.net
  27. 27. How are you feeling?
  28. 28. Image: Keysers, C. Practice Mindfulness. People who meditate or practice Mindfulness regularly, show increased activity in the brain’s empathy circuit.
  29. 29. How do you feel now?
  30. 30. Proximity Align our own experience with the other person’s
  31. 31. Simulate people’s contexts. Place yourself in other people’s worlds with stimuli like rituals, artifacts, places, and people.
  32. 32. Image: Andrew Walker “Eat your own dogfood.” Get your team together and use the thing you’re creating. Go through the whole process and see how it makes you feel.
  33. 33. Hire your customer. Burton Snowboards only hires snowboarders for product development. Image: Burton
  34. 34. Become your customer. “The key is the mental and the emotional issues. I realized those issues are real.” - Drew Manning, Fit2Fat2Fit
  35. 35. Get out and talk to people. Observe without judgement. Know what you want to learn. Be mindful of your body language. Center yourself before each interview. Silence can be a powerful way to elicit more info. Follow your instincts: valuable insights are often hidden. Pay more attention to your interviewee than your script or notes
  36. 36. Jobs to Be Done “When we buy a product, we essentially ‘hire’ it to help us do a job.” - Clayton Christensen Image: Implement Consulting Group
  37. 37. Remember the 5 Why's Why? Why? Why? Why? Why? Don’t ask people “why” directly. Instead, ask follow-up questions, observe body language, and be specific. I need… Think Know Feel Dream Say Use Do
  38. 38. Simple Character Map What puts us in a position to help? What pains does this person need to relieve? For what delights is this person hunting? What’s holding this person back?
  39. 39. Let’s take a break!
  40. 40. Box breathing is a relaxation technique for stressful situations. Let’s get centered. Image adapted from US Navy
  41. 41. #empathy4design Conduct your interview Split into pairs, interview for 5 minutes, then swap. What pains does this person need to relieve? For what delights is this person hunting? What’s holding this person back? What puts us in a position to help? 10 minutes
  42. 42. Include stakeholders in your analysis process. “If you want to go fast, go alone. If you want to go far, go together.” - African proverb
  43. 43. The Experience Flow Worksheet can help you map the steps in a person’s journey. Download
  44. 44. The Character Map Canvas can help put together research insights. Download
  45. 45. Image : Cleveland Clinic Bring characters to life with artifacts like videos or posters.
  46. 46. Here's our Design Brief for this workshop.
  47. 47. This is Sarah. Sarah just got surgery for carpel tunnel syndrome and needs to do some physical therapy.
  48. 48. Our "product" is a Virtual Reality digital coach that Sarah can use at home or at a therapy clinic. Image: vrphysio.com
  49. 49. Sarah “I need to do my exercises.” Carpel Tunnel syndrome At home, without my therapist
  50. 50. Sarah
  51. 51. We’ll be empathizing with Sarah today.
  52. 52. “Acting is the ability to live truthfully under imaginary circumstances.” - Sanford Meisner
  53. 53. Method acting, at its core, has two components: Creating emotional reality Expressing emotional reality
  54. 54. Think Know Feel Dream Say Use Do Sense Memory helps us recall emotions with our imagination.
  55. 55. Sense Memory for Affect Connect others’ emotional experiences to our own reality. 10 minutes #empathy4design
  56. 56. Think Know Feel Dream Say Use Do We can also feed our emotional reality by expressing it.
  57. 57. Write a letter Become Sarah and write a letter to your grandchildren. 5 minutes #empathy4design Rules: 1. Don’t stop 2. Don’t think (feel instead) 3. Don’t edit or proofread 4. Just write!
  58. 58. PEOPLE’S NEEDS Opportunities to innovate Opportunities to engage Opportunities to make change
  59. 59. Always go for the deepest layer of truth. Remember the 5 Why's Why? Why? Why? Why? Why? I need… Think Know Feel Dream Say Use Do
  60. 60. Download The Requirements Map shows us people’s needs in a visual way.
  61. 61. We always start with the person we’re creating for and her objective.
  62. 62. We mapped this on the Experience Flow Worksheet.
  63. 63. Sarah “I need to do my exercises.”
  64. 64. Sarah “I need to do my exercises.” Then, we plot the scenes from Sarah’s Experience Flow.
  65. 65. Sarah “I need to do my exercises.” Sarah’s physical therapist recommends exercises Treatment plan Exercises Yay, Sarah gets better!
  66. 66. Sarah “I need to do my exercises.” Sarah’s physical therapist recommends exercises Treatment plan Exercises Yay, Sarah gets better! Then, you can plot Sarah’s needs for each scene.
  67. 67. Sarah “I need to do my exercises.” Sarah’s physical therapist recommends exercises Treatment plan Exercises Yay, Sarah gets better! I need to do XYZ I need to know XYZ I need to feel XYZ I need to understand XYZ I need to decide XYZ I need help with XYZ I need to remember XYZ
  68. 68. Sarah “I need to do my exercises.” Sarah’s physical therapist recommends exercises Treatment plan Exercises Yay, Sarah gets better! I need to do XYZ I need to know XYZ I need to feel XYZ I need to understand XYZ I need to decide XYZ I need help with XYZ I need to remember XYZ Map Sarah’s Needs For each scene in the Experience Flow, add the character’s needs.10 minutes #empathy4design
  69. 69. Empathy over ego “The best user experience designers practice UX because they love getting to know people on a very personal level. Their passion in life is connecting with other people and understanding them in ways others don’t.” - Whitney Hess Image adapted from John Morrison
  70. 70. Let’s discuss!
  71. 71. Let’s connect with people and bring humanity back to design - together #empathy4design Thank you! Get the slides & more reading here d3e.co/uxify@brianpagan

×