openSAP_dt2_Section_1_Unit_3_INSIGHT_Presentation.pdf

Section 1: The Problem Space
Unit 3: Insight: Stakeholder ID and Interviewing
Techniques

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© 2021 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Welcome & introduction
The empathy phase
MRI case study
How to prepare for empathy
Progressive enquiry model
Prepare interviews & fieldwork
What is a persona?
Insight: stakeholder ID and interviewing techniques
Overview

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The empathy phase
Solution space
Create the right solution.
Empathy Define Ideate Prototype Test
Problem space
Frame the right question.
Design
Discover Deliver

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Have you ever been inside an MRI machine?
Case study
Case Study
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Scary environment
Toxic smell
Unfamiliar faces
Loud & uncomfortable noise
Case study
Imagine what it must feel like for a child...
Case Study
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Case study
GE Adventure Series
Case Study
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realizingempathy.com
“To create meaningful innovations,
you need to understand the needs of
your customers, and how they think
and feel.”
The importance of empathy

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How to prepare for
empathy
Preparing for empathy

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Ask & listen
Listen to their stories to understand their
hopes, fears, and goals. See beyond the
obvious.
Ask open-ended questions about how
people live, work, and feel. Explore their
experience.

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Observe to discover opportunities to
improve and enhance their lives.
Watch how people interact with the various
objects, spaces, and people in their
environment.
Watch & observe

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Try & do
Do the things that gives you deeper
immersion into their experience and pain-
points.
Try first-hand for yourself doing the tasks
as your customers and/or users.

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Remember:
What are the facts?
Understand:
What do you know about the facts?
Apply:
How do the facts affect you?
Analyze:
What is the relationship between the facts?
Co-Create:
How could you change or improve the facts?
Who?
Can you
explain..?
Describe
what..?
What does
it mean..?
Give an
example..?
How would
you solve..?
What would
result if..?
How would you
use..?
Why do you
think..?
What motive
is there..?
What can you
conclude..?
What? Where? When? How? Why?
What would it
be like if..?
How might
we..?
What would
happen if..?
Progressive enquiry model

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✓ Be calm
✓ Be authentic
✓ Don't interrupt
✓ Ask good questions (ask why?)
✓ Give the ‘gift of silence’
✓ Encourage stories
✓ Listen with your ears, eyes, gut, and heart
✓ Remove all distractions
✓ Validate perspectives
✓ Suspend judgement
✓ Be present
Effective empathy techniques

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What is a persona?
“Personas are actually fictional characters, which you will create
based upon your interviews in order to represent the different
stakeholders. Creating a persona will help you to understand their
needs, pain-points, behaviors, and goals.”
Consider the following questions in your interviews:
✓ What is their main goal in life?
✓ What are some of the biggest challenges that they face?
✓ As part of the current scope, what are the pain-points that they
encounter?
✓ What frustrates or annoys them about the experience?
✓ What are the functional, emotional, and social needs (jobs-to-be-done)?
✓ What are the expected gains (positive outcomes)?

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Develop you interview guides
Design & prepare for real user interviews
Plan and conduct your fieldwork
Team activity #1: prepare and conduct your interview
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Reflection
What are your key learnings from this unit?
How will you apply this in your work or project?

Thank you.
Contact information:
open@sap.com

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