Empathy at the heart of innovation
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The document discusses the importance of empathy in innovation. It describes empathy as having both affective/emotional empathy, which is responding with appropriate emotions to others' mental states, and cognitive empathy, which is understanding others' perspectives. The document advocates observing and listening to users to understand their real needs rather than assumptions. It provides examples of methods like interviews and contextual inquiry for developing empathy, as well as tools like personas and prototypes, and suggests focusing on extreme users to gain insights.
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Empathy at the heart of innovation
- 1. Empathy At the heart of innovationKarl-Magnus Möller @unicornsulting
- 3. Karl-Magnus ‘Kalle’ Möller R&D Ericsson, Combitech, HiQ 1996 — 2011
- 4. Karl-Magnus ‘Kalle’ Möller R&D Ericsson, Combitech, HiQ 1996 — 2011 INNOVATION SPECIALIST Ericsson 2011 — 2013
- 5. Karl-Magnus ‘Kalle’ Möller INNOVATION DRIVER Ericsson Gothenburg 2014 — 2016 R&D Ericsson, Combitech, HiQ 1996 — 2011 INNOVATION SPECIALIST Ericsson 2011 — 2013
- 6. Karl-Magnus ‘Kalle’ Möller INNOVATION DRIVER Ericsson Gothenburg 2014 — 2016 R&D Ericsson, Combitech, HiQ 1996 — 2011 INNOVATION SPECIALIST Ericsson 2011 — 2013
- 8. SIMPLE EXERCISE Pair up with someone next to you and keep looking at each other.
- 9. SIMPLE EXERCISE Pair up with someone next to you and keep looking at each other. Snap your fingers five times.
- 10. SIMPLE EXERCISE Pair up with someone next to you and keep looking at each other. Snap your fingers five times. Draw the capital letter E on your forehead.
- 11. WHAT DID YOU GET?
- 12. WHAT DID YOU GET?
- 13. WHAT DID YOU GET?
- 15. ¥100
- 18. ?
- 19. INNOVATION The creation of new, better or more effective products, processes, services, technologies, or ideas that are readily available to markets, governments, and society.
- 29. Affective/ Emotional Empathy The capacity to respond with an appropriate emotion to another’s mental state
- 30. Cognitive Empathy The capacity to understand another’s perspective or mental state Affective/ Emotional Empathy The capacity to respond with an appropriate emotion to another’s mental state
- 31. Cognitive Empathy The capacity to understand another’s perspective or mental state
- 32. WHY EMPATHY?
- 33. WHY EMPATHY? Because you are not the user… …and the problems you are trying to solve are not your own.
- 34. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford
- 36. How the customer explained it
- 37. How the customer explained it How the requirements were defined
- 38. How the customer explained it How the requirements were defined How it was implemented
- 39. How the customer explained it How the requirements were defined How it was implemented How it was described to the market
- 40. How the customer explained it How the requirements were defined How it was implemented How it was described to the market What the user really needed
- 41. How the customer explained it What the user really needed
- 42. How the customer explained it What the user really needed
- 43. HOW TO EMPATHIZE
- 45. HOW TO EMPATHIZE Watch Listen
- 46. METHODS
- 49. TOOLS
- 50. TOOLS Personas
- 53. WHICH USERS?
- 54. WHICH USERS? ?
- 55. EXTREME USERS
- 59. WHICH USERS?
- 60. WHICH USERS?
- 61. WHICH USERS?
- 62. WHAT ABOUT THE STRANGE EAR PICK?
- 63. ABCC11
- 64. ABCC11
- 65. MIMIKAKI
- 68. !!!
- 69. THANK YOU! Photo credits: Double E’s - Adam Galinsky, Blackwell Publishing Brainz - Public Domain Tree swing cartoon - www.projectcartoon.com Design Thinking hexagons - d.school Cheshire cat - Disney Earpick: Rakuten Other photos: K-M Möller @unicornsulting ohhai@unicornsulting.com This work is licensed under a Creative Commons Attribution 4.0 International License.
- 76. DO’s • Ask about behaviors, not feelings • Don’t judge their answers • Take notes, document in many ways • Share observations and interviews
- 77. DON’Ts • Not being inquisitive, curious, enough • Overly disrupting the task • Failing to respect your participants • Slipping into abstraction