Design Thinking: User Empathy
description
Transcript of Design Thinking: User Empathy
User InterviewsWayne Pau, Emerging Technologies SAPMar28, 2013 Internal
Wayne Pau, Emerging Technologies SAPFeb 4, 2013 – MEIC’s Mobile Accelerator Programme – Workshop #6
Introduction to User InterviewUsing Design Thinking to Create Solutions
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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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Overall Agenda
1. Empathy Basics
2. Interview & Prep
3. Collate & Process Data
4. POV & Composites
Empathy Basics
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d.School Bootleg
http://dschool.stanford.edu/use-our-methods/
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Design Thinking Phase: Empathy
• Core component of “Design Thinking”
• Empathy via:
1. Observe
2. Engage
3. Immerse
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Why Empathy?
• Guide, Direct Innovation
• Narrow/Refine Target Users
• Mine for Emotions and Motivations
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Quick Video on Empathy
http://www.youtube.com/watch?v=cDDWvj_q-o8
Interview & Prep
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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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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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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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User Interview – Ideal Timeline
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)
Collect & Review
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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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Empathy Map
• I SAY…• I DO… • THINK… • FEEL…
Inferred
Ob
serv
ed
(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf)
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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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“Stickies” Grouping & Voting
• Start to Group & Categorize
• Focus on Quantity and Quality
• Look for “Patterns”
• Employ Group Voting
POV and Composites
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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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Point of View statements (POV) – Mad Lib
Isolate:
• USER• NEED• INSIGHTInto:
• [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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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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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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Wrap-Up Exercise
I Like… I Wish…. I Will…