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Empathy in Design (UX Camp 2014 Keynote)

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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. This talk discusses why empathy is important as well as how we can feel empathy ourselves, how we can help others feel it, and how we can create things that help people empathize with each other.

Published in: Design

Empathy in Design (UX Camp 2014 Keynote)

  1. 1. E mpathy in Design Feeling with people to create meaningful things #EmpathyinDesign @brianpagan
  2. 2. I’m not an expert. .. I’m just on a journey and would like to share that with you.
  3. 3. Deep connections make relationships real.
  4. 4. The hidden world of user experience “What people experience is often determined by tacit knowledge or latent needs and is often difficult to express in words. ” A Dr. Froukje Sleeswijk Visser (an expert)
  5. 5. what people: Experience happens here:
  6. 6. We tend to block deep connections. surface ourselves others
  7. 7. Empathy enables deep connections. surface deep ourselves others
  8. 8. As UX professionals, we need to know about and feel with people to create meaningful things.
  9. 9. Hi, I’m Brian Pagan. Work: Philips Write: brianpagan. net I g 9 W. Tweet: @brianpagan
  10. 10. Deep Understanding Deep Connection Gut-Level Intuition
  11. 11. ) A “Empathy is feeling with people. ’ j I : 3 . -Dr. Brené Bgown ’ - Q ' ~11 '- ' If “ . -~ . a_‘' = -'. I _ . ? j 4 l . -. é‘ -' e‘ I _ __ _ ' . . P. J u ’ ;4.. n~. ..i. ;.isax-4.» | uI= l;4:4u' ‘hr. .-
  12. 12. We’re actually wired for it. image credit: Singer, T., Seymour, 8,, O‘Dc: her1y, J.. saube, H. . Dolan, R. .4.. & imh, C. D. j2GGJ, .Empa: hv for pain mvolvesfhe affective but not seascw tomnonents ofnam, Sc4ence.3E33l56r3 1.11 7~l 62.
  13. 13. Empathy Framework 2. Immersion 1. Discovery E 4. Detachment or ' ec or
  14. 14. Empathy Framework 2. Immersion 1. Discovery ' 4. Detachment recalling his own feelings ' . . :
  15. 15. Proximity Here are two ways to improve Align our own experience with the other; person's empathic connection . _ Ability Develop our enipaihy skills
  16. 16. Increase proximity Watch & listen to people Simulate the context Become your user
  17. 17. Watch & listen to people Home visits Interviews User tests Get out of the office!
  18. 18. Simulate the context This age—imitating suit at MIT simulates being 80 years old. " . --, ,|5gh: :yn. od1fu; t.-- z--.4.. .-. .-. -—. —4—. —i-Lg: -.5; I
  19. 19. Become yo r user “The key is the mental an the emotional issues. I realized those issu s are real. ” - D ew Manning, Fit2Fat2Fit COUBYUV GHID
  20. 20. Develop Ability Acting workshops Mindfulness practice Travel and experience
  21. 21. Take an acting workshop I . 41-II31I‘: liiil-lit-«ins-xluinugedbI ‘L! IJZIJA-'! _i£‘. ~Z
  22. 22. Practice Mindfulness __, IPS y"£”/ ,.? ,,-7 PFC People who meditate or practice Mindfulness regularly have . ‘w _ increased activity in the brain's 4.. , . empathy circuit. STG / preSMA Y ‘. ,,-’ Image from: Kevsers, C. (2010), Empathy: shared circuits and their dysfunctions. Diabgues in Cliniml Neuroscience, 12(4), 546-552.
  23. 23. I much as you can The more diverse experiences you have to draw from, the easier it is to relate to others’ experiences. Image by Mayan Brenn. slightlymodilied:
  24. 24. Empathy in a Team Hire your own customers Use your own products Tell stories about people Use empathy mapping
  25. 25. Hire your own customers Burton Snowboards only hires snowboarders for product development. I. miatamit-ramniiigglx-tauimiiaamausamzm. ,
  26. 26. Use your own products The Creative Director of Philips’ kitchen appliances cooks lunch with his team every week.
  27. 27. Tell stories about people “/ Vhen you lie in a hospital bed all day, all you do is look at the roof, and it's a really shitty experience. ” — Paul Bennett
  28. 28. W’ _ Use Empathy Mapping -"' to enrich your personas. 'uL S3 K / pr V A J, A ‘ :9°‘‘0. . » 4 5’ 1 Ha I ’_V‘’‘. ‘I’ d. ¢ I a~"""' ' J V. '1)( v } / ‘V 9: le“k¥ t‘) ‘l I‘ t l ‘ 4 r" o. ><~M° mi” £0 4 I (‘+9 0 -au€ m
  29. 29. I ’‘ Use Contextmapping for deep insights
  30. 30. As UX professionals, we need to know about and feel with people to create meaningful things. @brianpagan
  31. 31. 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. ” — I/ Vhitney Hess . .~: i:4.a; ,-pI-izu-mi-mL1-m.1I‘diIit': u--i-III‘a. kli—
  32. 32. Slides and references! Let’s feel with people & create meaningful things! #EmpathyinDesign @brianpagan

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