The document emphasizes the importance of empathy in driving innovation and addressing real human problems through design. It discusses the relationship between empathy and effective problem-solving, citing successful examples from various companies and services. The speaker provides actionable steps to cultivate empathy in design practices and create products that truly resonate with people's needs.

1. THIS RELATIONSHIP NEEDS WORK
using empathy to drive innovation and creativity

2. • Solve problems for real people
• Take complicated things and
make them clear
• Believe most conflicts could be
solved more efficiently
with a dance off
I’m Gretchen. Things I do:

3. I believe in
designing things that
matter,
work well, and
make people happy.

4. This is NOT a talk about
• Marketing
• Branding
• Product development
• Strategy
• User experience

5. BUT FIRST A STORY

6. Patricia Moore

7. Patricia Moore

8. THINGS WE HAVE
because of Pattie Moore

9. new class of designer

10. peel-away cereal liners

11. mammography machine

12. OXO Good Grips

13. AT&T, Baxter Healthcare, Bell Communication, Beverly
Enterprises, BOEING, Canadair, CARF International, Citibank,
Corning Glass, General Electric, GTE, Hill-Rom, Herman Miller
Healthcare, Honolulu Light Rail, Johnson & Johnson, Johnson
Wax, Kimberly Clark, Kaiser Permanente, Kraft General Foods,
LOrad, NASA, Norelco NA, Merck, Sharp and Dohme, Manor
Care, Marriott, Maytag, Monsanto, OXO, Pfizer, Playtex,
Procter & Gamble, Searle Laboratories, Seoul Design City
Project, Sky Train [Phoenix Sky Harbor Airport], Sunbeam, 3M,
Valley Metro [Phoenix] Rail, Walgreen's and Whirlpool.
Even more products from all of these companies

14. ?

15. This is a talk about empathy.

16. EMPATHY
drives real innovation that matters to people

17. WHAT IS EMPATHY?

18. EMPATHY
noun, ’em-pǝ-thé
the ability to share somebody else’s feelings

19. empathy is not
how YOU feel

20. Empathy
is how THEY feel

21. Empathy
is about RELATIONSHIPS

22. The Good News
we’re built for it

23. The Bad News
it takes work

24. USING EMPATHY
as a path to innovative products and services

25. Forming Relationships
identify unmet needs and desires

26. Experience Strategy
plan to solve real human problems

27. Content
strategy
Visual
paths
Digital Design
serving real human needs

28. • Time Magazine's 50 Best Websites, 2008, 2009, and 2010
• Webby Award Winner, 2009
• People's Voice Winner for Banking/Bill Paying, Webby Awards 2009
• People's Voice Winner for Financial Services, Webby Awards 2008, 2009
• Top pick and 4-stars from Money Magazine, 2008
• One of Kiplinger's best budgeting sites, 2008
• PC World's Top Rated Online Finance Service, 2008
• PC Magazine Editors' Choice, 2008
• PC World 25 Most Innovative Products, 2007
• TechCrunch40 Best Presenting Company $50,000, September 18, 2007
• Time's 50 Best Android Applications for 2013
Awards for Mint.com

29. Healthcare.gov

30. Service Design

31. Empathy at retail

32. Empathy at retail

33. Empathy at retail

34. THAT SOUNDS HARD.
can’t we just use market research?

35. Yes, it is.
And you need both.

36. What Happens
when you only use market research

37. “take your music
with you
anywhere”
“about as pleasant as
having an airbag
deploy in your face”
Apple iPod vs. Microsoft Zune

38. THE CASE FOR EMPATHY
it’s not just a bunch of touchy feely stuff

39. 1. EMPATHY leads to INNOVATION
Seeing the world with new eyes is the best pathway
to fresh ideas – and a pathway to products and
services that matter.

40. Empathizing with Kids
innovative design

41. Designed for Pilots
used by everyone

42. 2. The MAP is not the TERRITORY

43. DATA is not PEOPLE

44. The Map
“mobile is the future”

45. The Territory
a very different story

46. 3. EMPATHY is ETHICAL

48. GREAT!
how do we make some empathy?

49. You don’t make it

50. Create an Environment

51. Get to know customers
…even if you think you already do

52. Leave your comfort zone behind

53. 1. Create the environment
2. Form relationships
3. Leave your comfort zone
4. Solve real problems
5. ?
6. ?
bring EMPATHY to your work

54. Thank You.