Design Thinking: User Empathy

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Small introduction to doing Design Thinking: User Interviews. Involves key DT ideas like Empathy and Brainstorming.

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  • Thank you Wayne! This is a very clear and informative way of getting to the core of user focus groups.
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Design Thinking: User Empathy

  1. 1. User Interviews Wayne Pau, Emerging Technologies SAP Mar28, 2013 Internal
  2. 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. 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) © 2012 SAP AG. All rights reserved. Internal 3
  4. 4. Overall Agenda 1. Empathy Basics 2. Interview & Prep 3. Collate & Process Data 4. POV & Composites © 2012 SAP AG. All rights reserved. Internal 4
  5. 5. Empathy Basics
  6. 6. d.School Bootleg http://dschool.stanford.edu/use-our-methods/ © 2012 SAP AG. All rights reserved. Internal 6
  7. 7. Design Thinking Phase: Empathy • Core component of “Design Thinking” • Empathy via: 1. Observe 2. Engage 3. Immerse © 2012 SAP AG. All rights reserved. Internal 7
  8. 8. Why Empathy? • Guide, Direct Innovation • Narrow/Refine Target Users • Mine for Emotions and Motivations © 2012 SAP AG. All rights reserved. Internal 8
  9. 9. Quick Video on Empathy http://www.youtube.com/watch?v=cDDWvj_q-o8 © 2012 SAP AG. All rights reserved. Internal 9
  10. 10. Interview & Prep
  11. 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. © 2012 SAP AG. All rights reserved. Internal 11
  12. 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? © 2012 SAP AG. All rights reserved. Internal 12
  13. 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… © 2012 SAP AG. All rights reserved. Internal 13
  14. 14. User Interview – Ideal Timeline (http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf) © 2012 SAP AG. All rights reserved. Internal 14
  15. 15. Collect & Review
  16. 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 © 2012 SAP AG. All rights reserved. Internal 16
  17. 17. Inferred I SAY… • I DO… • THINK… • FEEL… • Observed Empathy Map (http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf) © 2012 SAP AG. All rights reserved. Internal 17
  18. 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) © 2012 SAP AG. All rights reserved. Internal 18
  19. 19. “Stickies” Grouping & Voting • Start to Group & Categorize • Focus on Quantity and Quality • Look for “Patterns” • Employ Group Voting © 2012 SAP AG. All rights reserved. Internal 19
  20. 20. POV and Composites
  21. 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 © 2012 SAP AG. All rights reserved. Internal 21
  22. 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.” © 2012 SAP AG. All rights reserved. Internal 22
  23. 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. © 2012 SAP AG. All rights reserved. Internal 23
  24. 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. …. © 2012 SAP AG. All rights reserved. Internal 24
  25. 25. Wrap-Up Exercise I Like… © 2012 SAP AG. All rights reserved. I Wish…. I Will… Internal 25
  26. 26. Thank you Contact information: Wayne Pau (wayne.pau@sap.com) Emerging Technologies

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