The document outlines a workshop led by Wayne Pau on user interviews and design thinking methodologies for creating solutions at SAP. It emphasizes the importance of empathy in the design process, providing strategies for preparing interview questions, collecting data, and refining user insights. The document includes practical tips, sample questions, and frameworks like point of view statements and brainstorming rules to facilitate effective user engagement.

1. User Interviews
Wayne Pau, Emerging Technologies SAP
Mar28, 2013
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2. Introduction to User Interview
Using Design Thinking to Create Solutions
Wayne Pau, Emerging Technologies SAP
Feb 4, 2013 – MEIC’s Mobile Accelerator Programme – Workshop #6

3. My Apology Slide
“If I'm curt with you it's because time is a
factor. I think fast, I talk fast and I need you
guys to act fast if you wanna get out of this.
So, pretty please... with sugar on top…”
- Winston Wolfe (Pulp Fiction)
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4. Overall Agenda
1.
Empathy Basics
2.
Interview & Prep
3.
Collate & Process Data
4.
POV & Composites
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5. Empathy Basics

6. d.School Bootleg
http://dschool.stanford.edu/use-our-methods/
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7. Design Thinking Phase: Empathy
•
Core component of “Design Thinking”
•
Empathy via:
1. Observe
2. Engage
3. Immerse
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8. Why Empathy?
• Guide, Direct
Innovation
• Narrow/Refine
Target Users
• Mine for
Emotions and
Motivations
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9. Quick Video on Empathy
http://www.youtube.com/watch?v=cDDWvj_q-o8
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10. Interview & Prep

11. Preparing for Interview
•
Brainstorm Questions
•
Identify Focus, Theme & Order
•
Refine and Edit Questions:
•
Re-word Leading or Biased Questions
•
Expand Yes or No type-questions
•
Make vague questions more specific
•
Ensure you questions eliciting *FEELINGS*
•
Eliminate redundancy
•
Simplify questions, short as possible.
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12. Sample Questions
•
What was you last cellphone case?
•
Can you describe it?
•
Did you purchase it? How much did you pay?
•
How often do you use you cellphone case? Is it
always on your phone?
•
Why do you keep using your cellphone case?
•
Can you tell a story of when your were thankful you
had a cellphone case?
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13. Tips & Tricks
•
What makes a successful cellphone case?
•
A cellphone case need be black, right?
•
Let’s talk a cellphone case a friend has that you think you
might like…
•
On a scale of 1 to 10, how do you rate your current case?
•
Can you draw me what an ideal case would be?
•
If you just had $40 to buy a cellphone case because you
spent all the rest on apps and there was only 4 choices left
at the store in your budget which fix you phone but had
various materials and didn’t allow for…
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14. User Interview – Ideal Timeline
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)
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15. Collect & Review

16. Group Story Share
•
Catches up Team & distributes info FAST
•
Forces speaker to “process” observations
•
More evenly distributes input (Equal Voice)
•
Trigger collaborative & Additional Questions
•
Quickly remove duplicates
•
Quickly see patterns
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17. Inferred
I SAY…
• I DO…
• THINK…
• FEEL…
•
Observed
Empathy Map
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf)
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18. Brain Storming Rules
1.
One Conversation at a Time
2.
Go for Quantity
3.
Headline!
4.
Build on the ideas of Others
5.
Encourage “Wild Ideas”
6.
Be VISUAL…
7.
Stay on Topic
8.
Defer Judgment – No BLOCKING
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf)
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19. “Stickies” Grouping & Voting
•
Start to Group &
Categorize
•
Focus on Quantity and
Quality
•
Look for “Patterns”
•
Employ Group Voting
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20. POV and Composites

21. Composite Sketch
•
Semi-Fictional
•
Give them a Name, Age, Gender, etc
•
“Enough” detail for empathy
•
Get Team Buy-in for Target User
•
Initially *only* focus on Target User
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22. Point of View statements (POV) – Mad Lib
Isolate:
•
USER
• NEED
• INSIGHT
Into:
•
[USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]
“Semi-Pro Drummer needs portable, silent drum kit so he can
practice while travelling on business to keep up his skills.”
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23. Point of View statements (POV) – Wanted Ad
•
Think Craigslist or Kijiji
Drummer Wanted. Any skill level. (Newmarket)
Two guitarists seeking drummer with small portable kit for ambient space rock jamming/song-writing
collaboration.
We're both in our early 40's, pretty easy-going intermediate level players, hoping for about a session per
week in a moderate-volume home rehearsal setting in the Newmarket area.
Any skill and experience level, but must be comfortable with jamming and into being a part of a ground-up
creative process.
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24. How Might We (HMW)
•
Create a list of HMW based on POV
•
USER + NEED + INSIGHT
1.
How to create/produce lighter weight Drum
Stands?
2.
How to create portable/folding drum kits?
3.
How to create a quick set-up drum kit?
4.
How to reduce the volume of drum kit?
5.
….
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25. Wrap-Up Exercise
I Like…
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I Wish….
I Will…
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26. Thank you
Contact information:
Wayne Pau (wayne.pau@sap.com)
Emerging Technologies