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DESPICABLE BY DESIGN
#LeedsDigi18
Hello I am @duckymatt
@duckymatt
Let’s be honest,
it’s more fun being evil
@duckymatt
 
@duckymatt
WHO ARE WE
@duckymatt
It must include:
• A villainous self portrait
• Your name
• Your villain alter ego name
• Something interesting about your alter ego
• The most despicable thing you’ve ever done
CREATE YOUR OWN
VILLAIN TRADING CARD
@duckymatt
Time to trade cards
@duckymatt
@duckymatt@duckymatt
So, what did we learn?
@duckymatt
Turning evil into empathy
@duckymatt
First, what is empathy?
@duckymatt
@duckymatt
First, what is empathy?
@duckymatt
Deeper understanding
Sharing an experience
Putting yourself in their shoes
Emotional connection
@duckymatt@duckymatt
EINFÜHLUNG
Empathy originates
from the German word
Article source: https://uxmag.com/articles/what-is-empathy
@duckymatt@duckymatt
EINFÜHLUNG
Empathy originates
from the German word
Into
Article source: https://uxmag.com/articles/what-is-empathy
@duckymatt@duckymatt
EINFÜHLUNG
Empathy originates
from the German word
Into Feeling
Article source: https://uxmag.com/articles/what-is-empathy
@duckymatt@duckymatt
@duckymatt
Article source & Image credit: https://uxmag.com/articles/what-is-empathy
Subject Object Subject Object Subject Object
Sympathising Empathising False empathising
@duckymatt@duckymatt@duckymatt@duckymatt
@duckymatt@duckymatt@duckymatt@duckymatt
PITY
I acknowledge
your suffering
@duckymatt@duckymatt@duckymatt@duckymatt
SYMPATHY
I care about
your suffering
@duckymatt@duckymatt@duckymatt@duckymatt
EMPATHY
I understand and feel
your suffering
@duckymatt@duckymatt@duckymatt@duckymatt
Video source: https://www.youtube.com/watch?v=1Evwgu369Jw
@duckymatt
Why does empathy matter for us
and our businesses and teams?
@duckymatt
@duckymatt
Great products are built based on
understanding the needs of those who will use them
@duckymatt
@duckymatt
Of the 90% of digital businesses that fail,
60% of them fail because they built something
nobody wanted in the first place.
@duckymatt
@duckymatt
Truly great products are built based on
understanding the feelings of those who will use them
@duckymatt
@duckymatt@duckymatt
“I’ve learned that people will
forget what you said, people will
forget what you did, but people
will never forget how you made
them feel.
MAYA ANGELOU
@duckymatt@duckymatt
@duckymatt@duckymatt
How did it make you feel?
@duckymatt@duckymatt
How did it make you feel?
What impression did you have of that company?
@duckymatt@duckymatt
How did it make you feel?
What impression did you have of that company?
Would you use that company again?
@duckymatt@duckymatt
@duckymatt@duckymatt
DESIGN IS THE DIFFERENTIATOR
@duckymatt
How do we develop empathy?
@duckymatt
@duckymatt
RESEARCH!
@duckymatt
RESEARCH IS A TEAM SPORT
@duckymatt
EMPATHY MAPS
Empathy Map Canvas
Designed for: Designed by: Date: Version:
WHO are we empathizing with? What do they need to DO?
What do they need to do differently?
What job(s) do they want or need to get done?
What decision(s) do they need to make?
How will we know they were successful?
Who is the person we want to understand?
What is the situation they are in?
GOAL
What do they SEE?
What do they SAY?
What do they DO?
What do they HEAR?
What do they THINK and FEEL?
What do they see in the marketplace?
What do they see in their immediate environment?
What do they see others saying and doing?
What are they watching and reading?
What have we heard them say?
What can we imagine them saying?
What do they do today?
What behavior have we observed?
What can we imagine them doing?
What are they hearing others say?
What are they hearing from friends?
What are they hearing from colleagues?
What are they hearing second-hand?
© 2017 Dave Gray, xplane.comLast updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/
1 2
3
4
5
6
7
PAINS GAINS
What are their fears,
frustrations, and anxieties?
What are their wants,
needs, hopes and dreams?
What other thoughts and feelings might motivate their behavior?
What other thoughts and feelings might motivate their behaviour?
What do they need to DO?
What do they need to do differently?
What job(s) do they want or need to get done?
What decision(s) do they need to make?
How will we know they were successful?
2
What are their fears,
frustrations, and anxieties?
PAINS
What are their wants,
needs, hopes and dreams?
GAINS
What do they THINK and FEEL?7
What do they SEE?
What do they see in the marketplace?
What do they see in their immediate environment?
What do they see others saying and doing?
What are they watching and reading?
3
What do they SAY?
What have we heard them say?
What can we imagine them saying?
4
What do they HEAR?
What are they hearing others say?
What are they hearing from friends?
What are they hearing from colleagues?
What are they hearing second-hand?
6
What do they DO?
What do they do today?
What behaviour have we observed?
What can we imagine them doing?
5
WHO are we empathising with?
Who is the person we want to understand?
What is the situation they are in?
1
What is their role in the situation?
GOAL
EMPATHY MAP CANVAS
@duckymatt
@duckymatt@duckymatt
BUT IDEA GENERATION IS HARD
@duckymatt
Time to think
like a super villain
@duckymatt
@duckymatt
@duckymatt
People will tend to conform to the dominant ideas of the group,
reducing the breadth of original solutions.
@duckymatt
COLLABORATIVE FIXATION
Article source: http://onlinelibrary.wiley.com/doi/10.1002/acp.1699/full
@duckymatt@duckymatt
@duckymatt
@duckymatt
BAD IDEA
Article source: http://www.telegraph.co.uk/technology/news/10531063/iPotty-named-worst-toy-of-the-year.html
@duckymatt
BAD IDEA
Article source: https://www.forbes.com/sites/jaymcgregor/2015/07/31/5-depressing-gadgets-that-make-you-question-humanity/?ss=lists
@duckymatt
BAD IDEA
Article source: https://www.theguardian.com/technology/2017/sep/01/juicero-silicon-valley-shutting-down
@duckymatt
@duckymatt
Telling a good idea
from bad is harder
if you don’t define
what good is
Article source: http://www.huhmagazine.co.uk/8094/a-performance-artist-is-spending-2-days-looking-for-a-needle-in-a-haystack
@duckymatt
Time to get our evil on
@duckymatt
@duckymatt@duckymatt
CAN WE MAKE IT WORSE?
@duckymatt@duckymatt
Image credit: ITV Studios, YTV (Countdown, 1982—)
@duckymatt@duckymatt
@duckymatt@duckymatt
WHY BEING BAD WORKS
@duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
@duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
It’s fun
@duckymatt@duckymatt
“Humour is an essential part of
spontaneity, an essential part of
playfulness, an essential part of
the creativity that we need to
solve problems, no matter how
‘serious’ they may be.
JOHN CLEESE
Quote source: https://www.youtube.com/watch?v=Pb5oIIPO62g
@duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
It’s fun
The possibilities are endless
@duckymatt
Fewer barriers to entry
@duckymatt
WHY BEING BAD WORKS
It’s fun
The possibilities are endless
The focus is on the user
@duckymatt@duckymatt
@duckymatt
We realise we all have the ability
to make the user experience worse
@duckymatt
@duckymatt@duckymatt
We realise we all have the ability
to make the user experience better
@duckymatt
Turning bad into good
@duckymatt
@duckymatt
THE GOOD THAT LIES WITHIN
Consider the attributes of your evil ideas
Based on each attribute, think of ideas for improving their experience
What would that look like for them?
@duckymatt
@duckymatt
@duckymatt
FILLING OUR EMPATHY MAPS
• What do they SEE?
• What do they SAY?
• What do they DO?
• What do they HEAR?
@duckymatt
FILLING OUR EMPATHY MAPS
• Now, what do they THINK and FEEL?
• What are their pains?
• What are their gains?
• What’s going to motivate their behaviour?
@duckymatt
So to wrap up
@duckymatt
@duckymatt
Method in the madness?
@duckymatt
@duckymatt@duckymatt
THE VALUE OF THIS APPROACH
It’s user centric
@duckymatt@duckymatt
THE VALUE OF THIS APPROACH
It’s user centric
It encourages creativity
@duckymatt@duckymatt
THE VALUE OF THIS APPROACH
It’s user centric
It encourages creativity
It gets the whole team onside
@duckymatt
Finally…
@duckymatt
@duckymatt
It helps to build empathy.
@duckymatt
@duckymatt
And empathy breeds better design.
@duckymatt
@duckymatt
@duckymatt #LeedsDigi18
THANK YOU

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