Tahapan Empathize pada design thinking

1. Design Thinking
Emphatize in Design
Thinking

2. Mampu menjelaskan tahapan Emphatize
dengan tepat dan detil
Capaian Pembelajaran

3. Review Materi 2
Emphatize
Emphatize Tools
Build an
Emphaty Map
Outline

4. Emphatize

5. “Deep understanding of the problems and realities
of the people you are designing for”
Three steps:
– Observe
– Engage
– Immerse
Emphatize

6. Empathize - Observe
How users interact with their
environment
Capture quotes, behaviors and
other notes that reflect their
experience
Notice what they think, feel and
need

7. Empathize - Engage
Interviews scheduled or ad-hoc
Learn how to ask the right questions

8. Empathize - Immerse
Find ways “to get into the user’s
shoes”
Best way to understand the users’
needs

9. How to Emphatize with Users
Ask lots of questions Become more observant Be an active listener
Request input Have an open mind

10. Empathy vs. Sympathy

11. Determine research goals and
questions

12. You want to ensure that the interviews you conduct are
worthwhile, both for you and for the participants. To make the
most of your time together, you need to determine clear goals for
the interview.
What do you want to learn from the interviews? Are there certain
user problems or pain points that you need to empathize with?
Here are some examples of common research goals when it
comes
to empathizing with users:
– I want to understand the processes and emotions that people experience
around the problem my product is trying to solve.
– I want to identify common user behaviors and experiences with tasks that
my product is trying to address.
– I want to understand user needs and frustrations as they relate to the
product I’m
designing.
Determine research goals

13. Keeping the goals of the interview in mind, you
can write your interview questions. The more
aligned the interview questions are with your
goals, the more useful the data you obtain will be.
There are a few best practices to keep in mind
when writing interview questions:
1.Ask open-ended questions
2.Keep questions short and simple
3.Ask follow-up questions
Write interview questions

14. Emphatize
Tools

15. Emphatize Tools
Assume a beginner’s
mindset
Ask What-How-
Why Ask the 5
whys Empathy map
Conduct interviews
with empathy
Build empathy
with analogies
Use photo and video
user- based studies
Use personal photo
and video journals
Engage with extreme
users Story share and
capture Bodystorm
Create journey map
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16. Forget your assumptions
and personal beliefs
Misconceptions or
stereotypes limit the
amount of real empathy
you can build
A beginner’s mindset
allows you:
– to put aside biases
and
approach
– design with fresh
eyes
Assume a beginner’s mindset
(1)

17. What you should do:
– don’t judge
– question everything
– be truly curious
– find patterns
– Listen without thinking how
you’re going to respond
Assume a beginner’s mindset
(2)

18. Ask What-How-Why
Tool to help you better observe
Especially good for analyzing photos
What you should do for a specific observation:
divide a sheet into 3 parts – What / How / Why
What: write what you observe the user is doing without making assumptions
How: understand what the user is doing; is it positive or negative,
does it require effort? Use plenty of adjectives
Why: now you have to interpret; guess motivations and emotions, make
assumptions that you have to test with users later

19. Repeating the Why question 5 times to identify the
root cause of a problem
Some useful rules:
– Write down the problem and make sure that all people understand
it
– Distinguish causes from symptoms
– Pay attention to the logic of cause-and-effect relationship
– Assess the process, not people
– Never leave “human error”, “worker’s inattention”, “blame Johan”,
etc.,
as the root cause
– When you form the answer for question “Why” – it should happen
from
the customer’s point of view
Ask the 5 whys

20. Says: quotes from what users
say during interview
Thinks: what users seem to
think when experiencing the
product
Does: actions that the user
takes during the experiment
Feels: the user’s emotional
state (adjective + context)
like
Impatient: pages load too
slowly
Empathy Map

22. Emphaty map example

23. Conduct interviews with
empathy
Ask why
Never say “usually” when asking a question
Encourage stories
Look for inconsistencies
Pay attention to nonverbal cues
Don’t be afraid of silence
Ask questions neutrally and don’t suggest answer

24. Build empathy with analogies
Use analogies to gain a fresh way of looking at an environment, and in
instances where direct observation is hard to achieve
Analogies allow us to express our ideas or to explain complex matters in
an understandable and motivating way
Start by identifying the aspects of a situation that are most important,
interesting or problematic
Find other experiences that contain some of these aspects – it will help you gain
a better understanding of your users’ problems, and it will also spark new ideas
to improve their experiences
Create an inspiration space for analogies. You can do so by pinning photos and
anecdotes of the analogues experiences you have found

25. Use video recordings of users performing their
regular activities
Try to make the study as casual as possible so
that the user doesn’t feel any pressure
Use different techniques like how-what-why to
examine the videos or photos or frames taken
from the videos
Use photo and video user-
based studies

26. Determine who’s extreme
– Extreme users can be described as the people on either
end of the spectrum of users of a product or service
Engage
– Observe and interview extreme users just like other
folks.
Look for work-arounds (or other extreme behaviors) to
spark inspiration and uncover insights
Look at the extreme in all of us
– Look to extreme users to spur wild ideas, then narrow
in on what resonates with the primary users that you’re
designing for
Engage with extreme
users

27. Take a moment to unpack your observations and stories you
have collected
One by one, each team member shares their observations
they made in the field in the form of stories and notes on
what they observed
While a team member is sharing their stories, the rest of the
team will note down interesting insights, headlines or
quotes
By the end of the sharing session, you would have a wall
or board filled with post-it notes. This helps your team
understand what is going on with your users, and can
kickstart an ideation or space saturate and group session
Story share and capture

28. Bodystorm
Bodystorming is a unique method that spans empathy work, ideation, and prototyping
Technique of physically experiencing a situation to derive new ideas
Requires setting up an experience – complete with necessary artifacts and people – and
physically “testing” it
Can include physically changing your space during ideation
You’re focused on here is the way you interact with your environment and
the choices you make while in it
Example: when thinking about a product for blind people try to actually experiment not
using your eyes during an experiment and try to see what you can achieve and what your
needs are

29. Create journey maps
Visual representation of the process a customer or prospect goes
through to achieve a goal with your company/products
Identity the customer’s needs and pain points
Steps:
– Set clear objectives for the map
– Profile your personas and define their goals
– List out all the touchpoints (places in the app/site where you can interact
with the customer)
– Identify the elements you want your map to show
– Take the customer journey yourself
– Make necessary changes

30. Journey map example (1)

31. Journey map example (2)
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32. How to Distinguish Pain Point
and Solutions

33. Pain points vs. Solutions
I need to get from New York to
Paris.
I need to keep my food cold on a road
trip
.
I need to connect with my family, located far
away
.
I need a video conferencing
platform.
I need a cooler to store and keep my food
cold
.
I need to stop my leg from
bleeding
.
I need a
bandage
.
I need to make a 1/4 inch
hole
. I need a drill bit.
I need an airplane ticket.

34. Build an Emphaty
Map

35. Interview Transcript (1)

36. Interview Transcript (2)
10/7/2022 36

37. review Makayla’s
interview transcript,
and let’s break down
the steps for creating
an empathy map.
Creating an empathy map

38. Step 1: Add the user’s name.
Include the name of the
person interviewed in your
empathy map. Having a name
attached to it will help if you
ever need to look back at the
original transcript or research,
and it’ll distinguish this map
from other maps you create.
Creating an empathy map

39. Step 2: The “SAYS” square.
Use verbatim quotes from the interview. In other
words, write down exactly what the person said; don’t
summarize it in your own words.
If you summarize a quote, you might accidentally
interpret the user’s meaning incorrectly.
It’s also helpful to try to capture themes in the
interview that relate to the product you’re
researching.
For example, if the user restates the same problem
several times during the interview, then it’s probably a
major pain point. Pay special attention to challenges
your user states, and record any desired benefits or
expectations they mention.
Creating an empathy map

40. Step 3: The “THINKS” square.
Here, you can summarize the thoughts
expressed by the user.
Add feelings the user conveyed through
body language, tone, or other noticeable
indicators, even if they didn’t verbally
express them to you.
You can make inferences for some of
these feelings, but you have to be careful
not to make assumptions about the user.
Creating an empathy map

41. Step 4: The “DOES” square.
Makayla gave us quite a bit of detail
on steps and actions she takes to
overcome the dog-walking challenges
she faces. All those actions can go in
the “DOES” square.
Creating an empathy map
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42. Step 5: The “FEELS” square.
List the feelings the user expresses.
The notes you include may overlap with
some of what you listed in the “THINKS”
square. That’s okay!
This process is meant to be a thorough
documentation of your observations.
If you’re the person performing the
interview, you might notice signs of
feelings like anger, frustration, excitement,
and others. If the user doesn’t explicitly
mention any feelings during the interview,
you can probe for feelings with the
question: “How does this make you feel?”
Creating an empathy map

43. Tugas Kelompok 2
1. Membuat 5 pilihan masalan (HMW)
2. Membuat Emphaty Map berisi pertanyaan
3. Wawancara 1/1
4. Membuat Persona Canvas (Orang baru)

44. Emphaty Map

45. Persona Canvas

46. THANK YOU