Practical Empathy

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Empathy is alive and and well in UX design. Many people apply empathy in their work. The slight problem is that the word “empathy” means different things to different people. And applying empathy doesn’t exactly bring a clear scenario to everyone’s mind. This presentation hopes to remedy this deficiency by providing a practice and vocabulary to dedevelop and apply empathy in your work.

Practical Empathy

  1. 1. A Purposeful, Practical Form of Empathy Indi Young
  2. 2. A Practical Form of Empathy 1. Empathy Is Alive and Well 2. Two Types of Empathy 3. Solution-Focused vs. Person-Focused 4. Easy, Achievable, Everyday Practice
  3. 3. cc by-nc-nd Indi Young, Aug-2013 3 1. Empathy Is Alive And Well
  4. 4. cc by-nc-nd Indi Young, Aug-2013 4Flickr: arbron/74882134, epsos/4890207202, cornelii/3078532943 What does she mean by “managing the awkwardness?” I need to understand her reasoning there. I feel her joy! Landing her dream job is fantastic! She’s worked so hard. I am trying to have empathy for these slow infrequent travelers boarding the plane.
  5. 5. cc by-nc-nd Indi Young, Aug-2013 5 Intuitive, Reactive Empathy 2. Two Types of Empathy
  6. 6. cc by-nc-nd Indi Young, Aug-2013 6 Intuitive, Reactive Empathy Intentional, Constructed Empathy 2. Two Types of Empathy
  7. 7. cc by-nc-nd Indi Young, Aug-2013 7 Intuitive, Reactive Empathy Echoing the emotion another person (or group) is expressing, because you have had a similar feeling. Intentional, Constructed Empathy Figuring out how and why another person thinks and reacts in certain situations. 2. Two Types of Empathy
  8. 8. cc by-nc-nd Indi Young, Aug-2013 8 Intuitive, Reactive Empathy “I empathize with you about the layoffs.” Intentional, Constructed Empathy “I see, now, how the team’s coach is helping them handle their losses.” 2. Two Types of Empathy
  9. 9. cc by-nc-nd Indi Young, Aug-2013 9. 3. Solution-Focused vs. Person-Focused
  10. 10. cc by-nc-nd Indi Young, Aug-2013 10. 3. Solution-Focused vs. Person-Focused
  11. 11. cc by-nc-nd Indi Young, Aug-2013 11. Solution Focused Usually Solution Focused (Depends on Content) Person Focused Generative Stakeholder Interview Participatory Design, Co- Design Observation-as-Participant Experience Strategy Map Mental Model Diagram (bottom part) Kano Analysis/Graph Brainstorming Use Case, Scenario Swim Lanes Wireframes Prototyping Journey Map / Blueprint Ethnography (Ride-Along) Comics, Storyboards Storytelling Collage, Timeline, Journey Wall Mental/Mind Maps Affinity Diagrams Customer Interview Contextual Inquiry Customer Observation Personas (unpolluted by tool use) Diary Study Mental Model Diagram (top part) Ethnography (Long Term) Evaluative Usability Testing A/B, Multivariate Testing Remote Testing Eye Tracking Competitive Analysis Content Inventory/Audit Focus Group Benchmarks, Comparison KLM, GOMS Heuristic/Expert Review Cognitive Walkthrough Physical Ergonomics Review Accessibility Study Search Analytics Card Sort Task Analysis Contextual Inquiry Customer Observation
  12. 12. cc by-nc-nd Indi Young, Aug-2013 12 Interpret Analyze Listen
  13. 13. Empathy Gets Created Here cc by-nc-nd Indi Young, Aug-2013 13 Interpret Analyze Listen
  14. 14. cc by-nc-nd Indi Young, Aug-2013 14Flickr: dlytle/2215047019/ 4. Easy, Achievable, Everyday Practice
  15. 15. The Practice Flickr: rsepulveda/3024366047 1. Focus All Your Brainpower 2. Follow the Peaks & Valleys 3. Do You Understand? 4. What You Are Looking For 5. Be Supportive 6. Be Respectful 7. Neutralize Your Reactions 8. Address Your Fear 9. Decide How to Conduct Formal Sessions
  16. 16. cc by-nc-nd Indi Young, Aug-2013 16 1. Focus All Your Brainpower
  17. 17. cc by-nc-nd Indi Young, Aug-2013 17 1. Focus All Your Brainpower Chart from Blog by Andre Ivanchuk, andreivanchuk.com
  18. 18. cc by-nc-nd Indi Young, Aug-2013 18 I was more concerned about not screwing up than trying to empathize with the other person.
  19. 19. cc by-nc-nd Indi Young, Aug-2013 19 2. Follow the Peaks and Valleys Start the Session with a Broad Topic Let the Participant Keep Choosing the Direction
  20. 20. cc by-nc-nd Indi Young, Aug-2013 20 “Why did you decide to attend a particular performance you went to?”
  21. 21. cc by-nc-nd Indi Young, Aug-2013 21 Do Not Introduce Topics Did you attend this movie with anyone? Flickr: oberazzi/3671132195 Do Not Ask Survey Questions How often do you attend movies? How did this movie compare to other sci-fi movies you’ve seen? What is the best sci-fi movie you’ve seen? I haven't actually been to a performance in a few months … probably not since Thor came out in the theatre. I don't know how long ago that was - summer? [chuckle] I like to go see sci-fi movies in the theater because the sound is better; the graphics are better; you can get more immersed in the film— more than you would if you just watched it on video at home.
  22. 22. cc by-nc-nd Indi Young, Aug-2013 22 Use the Fewest Number of Words Possible Don’t Repeat Yourself I decided to see a documentary. The reason why I picked that one is, because it was about a little village in the states ... in Death Valley with a lot strange people who thought that the world would collapse May 2012. I thought it would be cool. What interested you? What did you think was cool? And? They were extreme; they were into guns. And then, it's always fun to see all the other people sitting there. I was there with my friend at the show. There was a group of elderly men, and then there are the young film students. Flickr: suttonhoo.blogspot.com/2007/03/open-letter-to-david-plouffe-campaign.html
  23. 23. cc by-nc-nd Indi Young, Aug-2013 23 Reiterate the Idea to Show Your Attention, Verify, Encourage More Detail I went to was Barnum and Bailey's 3 ring circus, with my wife and our 19 month old. The performance was probably better than I had expected. I hadn't been to that since I was really young, probably 10 years old. The show itself was good, but some of the stuff I'd seen before. We really went more just because of our kid. You become a parent and you re-experience this stuff with your kid, so it was really fun to be there with him and watch him react to the show. It was better than you expected? Flickr: usarmyafrica/4348003901
  24. 24. cc by-nc-nd Indi Young, Aug-2013 24 Avoid Introducing Words the Participant Hasn’t Used Do you ever use your miles to share your flight benefits with other people? So it was the Cirque Beatles show in Vegas … I had some frequent flyer mileage that I could use to get there and back, so I couldn’t pass up the chance to go!
  25. 25. cc by-nc-nd Indi Young, Aug-2013 25 Avoid Introducing Words the Participant Hasn’t Used commons.wikimedia.org/wiki/file%3ADoctor_consults_with_patient_(7).jpg
  26. 26. cc by-nc-nd Indi Young, Aug-2013 26 Never Switch Abruptly Formula 1 is coming to Austin, and I love racing. And I want my son be interested in it because I am interested in it. Maybe he will be; maybe he won't be. It's … whatever he wants to get into is great, but I think it'd be cool if we had something to connect on. So the tickets are like, geez, they sent out a price survey a few weeks ago trying to gauge like, “How much was the last performance you went to?” It was like, “$200 and under, $200-$400, $400-” and I am like, “Way, way under $200.” So price definitely - like that's an event I'd love to be a part of - I don't know if I can justify $200 a ticket. Great. Earlier you said people recommend movies to you. Can you tell me a specific example?
  27. 27. cc by-nc-nd Indi Young, Aug-2013 27 3. Do You Understand? You looked him up? I think for me it was unexpected. I’ve heard some of his music, and I like his music ok, but I am not a huge Lyle Lovett fan. So, it was not a big opportunity for me to finally see him. But my wife really likes his music, and she’s heard that he puts on a good show. So, I looked him up, and everybody was raving about how good of an entertainer he was. Yeah, I like to know—especially if I am going to pay something for it. Even a movie—I want to know what I am looking for. I don't like to be surprised. Flickr: adactio/28218930
  28. 28. cc by-nc-nd Indi Young, Aug-2013 28 4. What You Are Looking For, and Not Spend Time Here Not Here Thinking/Reasoning Reactions Guiding Principles Explanations Statements of Fact Opinions Preferences Conjecture Generalities Passive Behaviors
  29. 29. cc by-nc-nd Indi Young, Aug-2013 29 5. Be Supportive Adapt Yourself to the Mood Flickr: nationalmuseumofamericanhistory/6939157355
  30. 30. cc by-nc-nd Indi Young, Aug-2013 30 6. Be Respectful Resist the Urge to Demonstrate How Smart You Are I like to write reviews. I have a little newsletter that I send out to all my friends, since they appreciate the industry knowledge I bring to it. I like to read the reviews every week, just to find out what’s getting people’s attention.
  31. 31. cc by-nc-nd Indi Young, Aug-2013 31 Avoid Telling Participant He is Wrong So I agreed to go with her, and it did turn out to be fun. They had Soft Cell playing up on stage—I thought those guys were gone by now. But no, there they were, playing Painted Love, just like from when I was a kid.Don’t you mean Tainted Love? Flickr: dcoetzee/8445416553
  32. 32. cc by-nc-nd Indi Young, Aug-2013 32 7. Neutralize Your Reactions Notice Your Reactions and Judgments, Then Dissipate them Flickr: alastc/7172354533, bmente/2371178527, chumpolo/375892207
  33. 33. cc by-nc-nd Indi Young, Aug-2013 33 8. Address Your Fear yachtingmonthly.com/news/445016/ym-snapper-in-high-speed-boat-smash
  34. 34. cc by-nc-nd Indi Young, Aug-2013 34 9. Decide How to Conduct Formal Sessions One participant at a time Spoken (remote or in-person) or written Do not take notes Do not watch the clock (Assuming the conversation is recorded)
  35. 35. Deepening The Practice 1. Real Time vs. Thinking Time 2. Interpreting 3. Verbs First 4. Analysis Last
  36. 36. cc by-nc-nd Indi Young, Aug-2013 36 vs. Flickr: dcoetzee/8445416553; UIE San Diego workshop photography 1. Real Time vs. Thinking Time
  37. 37. cc by-nc-nd Indi Young, Aug-2013 37 2. Interpreting
  38. 38. cc by-nc-nd Indi Young, Aug-2013 38 2. Interpreting
  39. 39. cc by-nc-nd Indi Young, Aug-2013 39 2. Interpreting
  40. 40. cc by-nc-nd Indi Young, Aug-2013 40 3. Verbs First There is a certain format to the interpretation summaries Verb + phrases (using about three of the person’s words) (first person, present tense) Hope Attempt Feel Argue Realize Celebrate Worry Look Rely Play
  41. 41. cc by-nc-nd Indi Young, Aug-2013 41 Interpret Analyze Select what to include from the transcript, figure out what they are saying, and summarize. What do I skip? What was he trying to tell me? Is something implied? How do I clarify it? How do concepts fit together across transcripts? What goes with what? Are the intents the same? Was it interpreted wrong? Do I have to fix the summary, or split it up? Is it relevant to the scope? 4. Do Your Analysis Last
  42. 42. cc by-nc-nd Indi Young, Aug-2013 42 Free Resources: RosenfeldMedia.com/books/mental-models - slides & videos - articles - how-to’s & templates JohnnyHolland.org/series/search-for-empathy Slideshare.net/indi @indiyoung

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