Design thinking

1. UNIT II EMPATHIZE PHASE
By
Dr.K.Sengottaiyan
Assoc. Professor, Mech.
Ksn.mech@rmkec.ac.in
22CB005 – Design Thinking
Thanks to and Resource from : Lee Chong Hwa, "Design Thinking The Guidebook", NA Edition, Design Thinking Master Trainers of Bhutan, NA, 2017.

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Unit Wise Syllabus – DT
UNIT I INTRODUCTION 9
Introduction to design thinking - Importance of design thinking for business – Phases of
design thinking – Experiential activity – Case study.
UNIT II EMPATHIZE PHASE 9
Empathize phase - Steps involved - Immersion activity- Questionnaire – Empathy map
for case study
UNIT III DEFINE PHASE 9
Creation of personas in define phase – steps in problem statement creation -problem
statement definition – Examples – Key problem statements.
UNIT IV IDEATION PHASE 9
Ideation phase steps – Ideation games – Ideate to find solutions – Doodling –
Storytelling in presenting ideas and prototypes.
UNIT V PROTOTYPE AND TESTING 9
Importance of prototype in design thinking –Guidelines - Prototyping the idea –Value
proposition statement – Testing in design thinking – Prototype testing –Documentation
– Design thinking in functional work – Mapping design thinking to agile methodologies.

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Empathize
• Empathize is a mechanism
– to understand and share the feelings of your
users
– to foster deep user understanding and be able to
uncover the deep user insights and needs.
– Empathy is used to uncover the deep user
insights and needs by gaining broader perspective
of the citizens’ life.

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Empathize – Methods & Tools and Mindset &
Attitudes and Process

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How to conduct Deep User Interviews
A. Pre-interview preparation
B. During the Interview
C. Post Interview

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Deep User Interview- Questionnaire
• Deep user interview is an art of conversation
– to elicit stories and
– to uncover deep users’ insights and needs – both latent
and unmet needs through understanding of the users’
• Behaviour & feelings,
• Goals,
• Motivations,
• Aspirations,
• Values,
• Beliefs,
• Pains and challenges.

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T17 : Empathy Map

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Empathize - Methods and Tools
• Four Methods and Tools of Empathize.
– FIELD OBSERVATION (POEMS)
– DEEP USER INTERVIEW (EMPATHY MAP & JOURNEY MAP)
– NEEDS FINDING (SAM & SPICE)
– PERSONA DEVELOPMENT

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Empathize - Methods and Tools
• Field Observation: Structured approach to observing people in their natural
Environment to uncover user insights and fresh perspectives of people and their
behaviours.
• Deep User Interview: An art of conversation to elicit stories and uncover deep
user insights and needs – both latent and unmet needs.
• Need Finding: Human process of making sense & transforming your
observations and deep user interviews into usable data cluster &meaningful
insights to uncover the unmet needs of your users.
• Persona Development: A process of humanising your target users, giving voice
and character and making them real.

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Field Observation
• It is a structured approach to observing
people in their natural Environment rather
than in a formal research setting.
• It is to uncover user insights and fresh
perspectives of people and behavior.

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How to conduct Field Observations
• Approach your onsite observation with an open
mind and observations need to be made with all
your senses which include both
– first sight – observing observable as reality, and
– second sight - observing the unobservable.
• When conducting observation, one needs to be:
– Attentive (in the presence)
– Curious (keep asking why?)
– Perceiving with all your senses
– Open-minded to learning

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POEMS Framework
• Use POEMS framework to structure and guide
the observation.
• POEMS Framework Template is used to
record and capture what you have observed.
• Take photos to support and document your
learning as follows in relation to POEMS
framework.

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T16 : POEMS Framework

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Outcome of POEMS Framework
• Context: where, when, who and why?
• Insights: what have you learned about your target users.
• Challenges: what are the pain-points, obstacles, gaps.
• Opportunities: What are some opportunities and new
possibilities.
• Perspectives: How would you rethink about your design
challenge project.

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Field Observation Preparation
• Before embarking on your field observation,
ensure the team has a well thought out plan
as outlined below:

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Needs Finding
• Needs finding is a deep human process of
– making sense and
– transforming your observations and
– Transforming Deep user interviews into usable data cluster and
– meaningful insights to uncover the unmet needs of your users (citizens).
• When conducting needs finding you are looking for patterns and
relationships in terms of SPICE and SAM (Think-Feel-Do) frameworks to
uncover
– Insights,
– Aspirations,
– Motivations,
– Challenges,
– Pain Points, and
– Deep Needs.

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Persona Development
• Persona development is a process of humanizing your
target user, giving voice and character and making them
real.
• Personas are fictional characters created to represent
your group of target users who exhibit similar behaviors,
patterns, motivations and goals.
• A well created persona provide realistic and detail
descriptions, that include
– Behaviors, Patterns, Motivations, Goals, Skills, Attitude,
Challenges, and environment with a few fictional personal
details, including a name, to bring personas to life.