Post on 28-Jan-2015
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Empathize + Define2.22.14
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Refresher
Write down the steps in the Design Thinking Process
Design Thinking Process
E D I P T
Empathize Define Ideate Prototype Test
Why: To find out current user experiences, needs, motivations, emotions and values
E Empathize
Why: To narrow down what we will focus on
D Define
Why: To come up with solutions based on empathy and our problem definition
I Ideate
Why: To evolve the idea
P Prototype
Why: To find out current user experiences, needs, motivations, emotions and values
T Test
Customer Discovery
http://designthinking.co.nz/design-thinking-in-a-day/
Value Proposition Canvas
Why: To find out current user experiences, needs, motivations, emotions and values
How: Have people tell us their experiences.
E Empathize
Observe
Engage
Immerse
Observe
More than people-watching
Hypothesize why they are acting a certain way
Least interaction, but still powerful
Questions to ask yourself
What is this person(s) doing?
How are they doing it? (body language)
Why are they doing it this way?
Techniques
Photograph the area (lighting, movements, other actors)
Use camera phone to record video
Stay longer than feels comfortable
Engage
Do not ask for solutions
Encourage to tell stories
Very challenging, but very effective
Questions to ask user
Open-ended questions (not yes/no)
Keep them on track
Use tools (journey map)
Dig Deeper (5 Why’s)
Refresher: Journey Map
Tool for conversation
Understand pains/gains
Used last Tuesday
Learn more about building journey maps at http://www.shmula.com/customer-journey-map-continuous-improvement/10494/
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Techniques for Engagement
Divide tasks (interviewer + note-taker)
Keep them on track
Do not overwhelm
Immerse
Live the experience yourself
Amazing insights
IDEO/SSM De Paul Health Center
http://www.ideo.com/work/depaul-health-center/
“With a video camera tucked discreetly beneath his hospital gown, Kristian captured a patient’s experience in a way that no surgeon, nurse, or ambulance driver could possibly have done… As they sat through minute after tedious minute of acoustic ceiling tiles, look-alike hallways, and featureless waiting areas… It triggered in each of them the mix of boredom and anxiety that comes with being in a situation in which one feels lost, uninformed and not in control.”
-- Tim Brown, Change by Design
Benefits
Real actions vs. reported behavior Nonverbal cues Stimulates comments about intangibles,
such as smells Not limited by user’s mindset Does not interrupt flow
Common understanding of challenge
Plan Synthesize
Communicate the collected data in the team.
Compress using Personas and Mind Mapping.
Observe
Gather relevant user data and empathic understanding
Why: To narrow down what we will focus on
How: Choose the who, what and why
D Define
Mind MapPersonaResearch
Mind Map
Share stories as a group
Use sharpies and post-its to fill up quadrants
Question the story
Goal: to find insights
Persona
Fictional characters used to represent differenttypes
Synthesized from direct observation
Easy to communicate
Basic Demographics
• Name• Age • Occupation• Lifestyle
http://www.servicedesigntools.org/tools/40
Try to Answer
• What does he/she want? (wants/needs)
• What are the biggest obstacles? (constraints)
Learn by Doing
You don’t learn to walk by following rules. You learn by doing and falling over.
- Richard Branson
Sample Problem
• Newcomers that move to a new location find unknown
ingredients, and don’t know what to do with them.
insights
“I’m a Romanian living here now full-time and definitely interested in
learning to cook better Catalan food.”
“I’d love to learn more!!”
The best market seems to be expats at the start of their first 6-12 months
Think of new Issue/Challenge
Think of new Issue/Challenge
Pitch it
Think of new Issue/Challenge
Pitch it
Form Groups
Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Observe
Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Observe
Insights
Think of new Issue/Challenge
Pitch it
Form Groups
Plan
Observe
Insights
Present
Assignment• Empathize
– Use multiple tools to Observe, Engage, or Immerse– Provide evidence – Get to know the WHO well
• Define– Talk about perspectives with group– Gather and cluster insights– Create an empathy map and persona– Assess and update Problem Statement
1. Focus: What do you want to learn?
Use Problem Statement phrasing.
___________________________________________________________________________________________________
2. Context: Where does focus take place?Identify where will you observe activities/have conversations
3. People: From whom do you want to learn?List 5 key criteria that define the participants you seek.
4. Key Questions: Within the focus statement what do you want to answer?What are you curious about and how will you ask questions to reveal more information?
Planning Customer Discovery
5. Research Plan: Who will do what? List specific activities and assignments.
1. DemographicsStage in career, Age, Gender, etc..
2. Common Tasks
3. Unique Aspects 6. Frustrations
Creating a Persona
5. Motivations
4. Picture/DrawingTo remember dress/posture/etc.
Creating a Mind Map