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How Being Vulnerable Will Make You A Better Designer - Empathy in Design

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*Presented at the UX Cocktail Hour in June 2015 at Philips Headquarters, Amsterdam*

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
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How Being Vulnerable Will Make You A Better Designer - Empathy in Design

  1. Empathy in I Brian Pagan. Philips Design 8 June 2015
  2. I’m not an expert. .. I’m just on a journey and would like to share that with you.
  3. Deep connections make relationships real; connecting on the surface isn’t enough.
  4. “What people experience is often determined by tacit knowledge or latent needs and is often difficult to express in words. ” ‘ ¢ fx, /.-I - Dr. Froukje Sleeswijk Visser (an expert) l| Il= J;LaIg'A‘§l9Lil§j| iiilllllslflflalllliax iiigx-jllihx-, ‘iufi1_1j; gr, /l; iLi:1t,4gx£; 'i: C-‘IQVA
  5. what people: Experience happens here:
  6. But, we tend to block deep connections. surface ourselves others
  7. Empathy enables us to connect deeply. suflace know know feel feel dream dream deep ourselves others
  8. As UX professionals, we need both intellect and emotion to create meaningful things for other people.
  9. Hi, I’m Brian Pagan. Work: Philips Design 3" g Write: brianpagannet -° Tweet: @brianpagan 93
  10. 3 f‘. Empathy~is feeling with people. ’ .92.‘; -7 . H h _. b. L. * §’71=-. ~ . - '—. Dr. ..BrenérB. rpz '’ _ _ _. .x . '‘‘> . ' " I. j, ,. ‘ ' Image by The RSA
  11. We’re actually wired for it. C 1'. Cer Ium l| 'lldE_L‘ credit Singer. l . Scyiiiuur, B . O‘Dulieiiy, I , Kaubc, H , Dulan, R 1., & I ritli, C D. (2004) Eriipalliy for pain involves tliu affective but not >Cns0ry Lornpoiienls of pain Sciuiicc-,503(56b1l. .ll57Al1()2
  12. Empathy Framework “The empathizer can enter, wander around and step out of the other person’s world. ” - Froukje Sleeswijk Visser 2. Immersion 1. Discovery 4. Detachment rv 3. Connection Framework included in‘ Kouprie 8. Sleeswijk Visser. F (2009) A framework for empathy in design: stepping into and out of the users life Journal of Engineering Design 20(5) 437-448
  13. Empathy Framework “[The practitioner] makes a connection on an emotional level with the user by recalling his own feelings and resonating with the user's experience. ” - Froukje Sleeswijk Visser 2. Immersion 1. Discovery 4. Detachment rv 3. Connection Framework included in‘ Kouprie 8. Sleeswijk Visser. F (2009) A framework for empathy in design: stepping into and out of the users life Journal of Engineering Design 20(5) 437-448
  14. Empathy helps us by training our intuition, so we can make better design decisions.
  15. Proximity An empathic connection Align our own experience with the other person's depends on these two factors: A bi li ty Develop our own empathy skills
  16. Increase proximity Watch 8. listen to people Simulate the context Become your user
  17. atcii 8: tisteti to people. Interview people Visit people’s homes Build and test MVP’s Conduct experiments Get out of the office! ff. Innigigca‘-yer-iétélaonigfuiii:4iiilyniai-xéflfiaéfigsgw/ &L1y; y
  18. Simulate the context. We invited a barber to immerse us in the world of facial styling while creating the Philips Grooming app.
  19. ecome yo r user. “The key is the mental and the emotional issues. I realized those issues are eal. " e I_)rew Manning, Fit2Fat2Fit inizsiggufig: ..§i&3'ufiqI jfi’E3;ggbammm - V H
  20. Develop ability Take an acting workshop Practice Mindfulness Experience as much as possible
  21. g/ /. Take an acting iraiotltsliop. Acting is about allowing your authentic self resonate with a fictional character in the same way we should resonate with users. Inaisiaafiginniiiia! -xiiinigétgiifiiéifii-xiiiifigy]AuInugmnirii'lil"3!£! ' 3L1='V
  22. Practice Mindfulness. _' 7 IPS 2:. PrC People who meditate or practice _ ']/ Mindfulness regularly, show increased 7 ‘V activity in the brain’s empathy circuit. * " . STG preSMA 't V - I ‘l . _’V K5 " I urx ‘er. ’ Image from. Keysers. C (2010). Empathy: shared circuits and their dysfunctions Dialogues in Clinical Neuroscience. 12(4). 546-552
  23. A ‘; ixperience as fmuch as possible. The more diverse experiences you have to draw from, the easier it is to relate to others‘ experiences. Image by Mayan Brenn, slightly modified: '
  24. Empathy in a Team Enrich personas with empathy mapping Dig deep with contextmapping Hire your own customers Use your own products Tell stories
  25. —--" Enrich personas with W ‘Empathy mapping. _ V Image by Nikki Knox modified '1[lL_ Ll, -rllitifltvlli rJ'llx.4_‘§ "ow : - GILL pL"5L. .lii. l L‘lIIpdlII" I? I_IgpI“g
  26. I K . Dig deep with contextmapping. Image by Froukie Sleeswijk Visser Visser. F. Stappers, P. . Lugt, R . 8. Sanders. E. (n. d.). contextmapping: Experiences from practice. CoDesign, 119-149
  27. Hire your own customers. Burton Snowboards only hires snowboarders for product development. innmauiuinilziii-inn: Lii94/A'egi; ;4gty£-LQSYA4=! |1"lNb:
  28. E-_r= .i§g! seialitgnmifiaiméittus. [E .5 ‘IX . _ 1‘ s. }- w. . I &__3.— if _ ‘ - - _‘, .— -s’ . , . . ' ‘I , ’ _ . . . - ) V’ «r a, ‘lo’ ’ . _‘j—. ' I‘ I "1 _, . w 2.. I r ! ,.'''f. “ _, -. ,~. ;—-__—r I . _— . ’ ‘ _. I - . '— _— ’ I Use your own products. The Creative Director of Philips’ Domestic Appliances regularly hosts DIY lunches with his team using Philips kitchen products.
  29. Tell stories. Stories allow us to connect emotionally with subject matter nd help stakeholders understand why you’re doing what you d . t-». '.. ..’ J‘ ‘
  30. Empathy helps us by training our intuition, so we can make better design decisions.
  31. As UX professionals, we need both intellect and emotion to create meaningful things for other people.
  32. 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 illll Mcvriisori iiic-dific-d
  33. ‘. r'; i.. i;. i.: n.i. l: . '/«: i.i. iLI PHILIPS Al ‘I? ’ 5. U.

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