Empathy at the heart of innovation
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Empathy At the heart
of innovationKarl-Magnus Möller
@unicornsulting
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Karl-Magnus ‘Kalle’ Möller
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Karl-Magnus ‘Kalle’ MöllerR&D
Ericsson, Combitech, HiQ 1996 — 2011
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Karl-Magnus ‘Kalle’ MöllerR&D
Ericsson, Combitech, HiQ 1996 — 2011
INNOVATION SPECIALISTEricsson
2011 — 2013
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Karl-Magnus ‘Kalle’ Möller
INNOVATION DRIVER Ericsson Gothenburg
2014 — 2016
R&DEricsson, Combitech, HiQ
1996 — 2011
INNOVATION SPECIALISTEricsson
2011 — 2013
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Karl-Magnus ‘Kalle’ Möller
INNOVATION DRIVER Ericsson Gothenburg
2014 — 2016
R&DEricsson, Combitech, HiQ
1996 — 2011
INNOVATION SPECIALISTEricsson
2011 — 2013
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SIMPLE EXERCISE
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SIMPLE EXERCISE
Pair up with someone next to you and keep looking at each other.
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SIMPLE EXERCISE
Pair up with someone next to you and keep looking at each other.
Snap your fingers five times.
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SIMPLE EXERCISE
Pair up with someone next to you and keep looking at each other.
Snap your fingers five times.Draw the capital letter E on your forehead.
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WHAT DID YOU GET?
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WHAT DID YOU GET?
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WHAT DID YOU GET?
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¥100
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?
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INNOVATIONThe creation of new, better or more
effective products, processes, services, technologies, or ideas that
are readily available to markets, governments, and society.
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DesirabilityPeople
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DesirabilityPeople
ViabilityBusiness
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DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
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DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Sweet spot for innovation
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DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
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Affective/Emotional Empathy
The capacity to respond with an
appropriate emotion to another’s mental state
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Cognitive Empathy
The capacity to understand another’s
perspective or mental state
Affective/Emotional Empathy
The capacity to respond with an
appropriate emotion to another’s mental state
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Cognitive Empathy
The capacity to understand another’s
perspective or mental state
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WHY EMPATHY?
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WHY EMPATHY?Because you are not the user…
…and the problems you are
trying to solve are not your own.
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“If I had asked people what they wanted, they would have said
faster horses.” - Henry Ford
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How the customer
explained it
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How the customer
explained it
How the requirementswere defined
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How the customer
explained it
How the requirementswere defined
How it wasimplemented
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How the customer
explained it
How the requirementswere defined
How it wasimplemented
How it wasdescribed tothe market
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How the customer
explained it
How the requirementswere defined
How it wasimplemented
How it wasdescribed tothe market
What the user really needed
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How the customer
explained it
What the user really needed
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How the customer
explained it
What the user really needed
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HOW TO EMPATHIZE
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HOW TO EMPATHIZE
Watch
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HOW TO EMPATHIZE
Watch Listen
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METHODS
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Non-directed Interviews
METHODS
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Contextual Inquiry
Non-directed Interviews
METHODS
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TOOLS
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TOOLS
Personas
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TOOLS
Prototypes & User tests
Personas
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TOOLS
SynthesisPrototypes & User tests
Personas
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WHICH USERS?
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WHICH USERS?
?
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EXTREME USERS
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EXTREME USERS
! !
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WHICH USERS?
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WHICH USERS?
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WHICH USERS?
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WHAT ABOUT THE STRANGE
EAR PICK?
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ABCC11
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ABCC11
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MIMIKAKI
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!!!
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THANK YOU!
Photo credits:Double E’s - Adam Galinsky, Blackwell Publishing Brainz - Public Domain Tree swing cartoon - www.projectcartoon.comDesign Thinking hexagons - d.schoolCheshire cat - DisneyEarpick: Rakuten Other photos: K-M Möller
@unicornsulting
This work is licensed under a Creative Commons Attribution 4.0 International License.
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OH, HAI!CHECK OUT
THEEZ BACKUP SLAIDSKTHNX
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DesirabilityPeople
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DesirabilityPeople
ViabilityBusiness
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DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
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DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Sweet spot for innovation
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DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Sweet spot for innovation
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DO’s• Ask about behaviors, not feelings • Don’t judge their answers • Take notes, document in many ways • Share observations and interviews
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DON’Ts• Not being inquisitive, curious, enough • Overly disrupting the task • Failing to respect your participants • Slipping into abstraction