Final version empathic design v2
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Transcript of Final version empathic design v2
Empathic Design: the background
“We think the Mac will sell zillions, but we didn’t build the Mac for anybodyelse. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do market research. We just wanted to build the best thing we could build.”
Steve Jobs
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Some inventors and entrepreneurs are gifted with an ability to foresee what people will like in the future, based on their
experience and observation of the world....
Many, on the other hand, make assumptions about users based on superficial information – and fail to make successful products
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
On the other hand...
“For something this complicated, it’s really
hard to design products by focus groups.
A lot of times, people don’t know what they
want until you show it to them. […]
The broader one’s understanding of the
human experience, the better design we will
have.”
Steve Jobs
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Empathic design is a user-centred design research
• Peoples’ needs at the centre of your project
• A process which looks carefully at the way people do things to find out what they might really want
Copyright of Clare BrassRCA
A user - anyone who comes into contact with a product.
They may choose, touch or use your product - including internal staff, installers, buyers, specifiers, distributors etc
USERS?
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Empathic design is useful for serving
• special interest groups such as children, diabetics, people in highly specialised jobs
• people whose needs you may not fully understandif you are not one of them yourself
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Understanding the consumer is the aim
What does it feel like to be short-sighted?
What does it feel like to be old? Or disabled?
Copyright of Clare BrassRCA
Copyright of Clare BrassRCA
Clear your mind of pre-conceptions…
… look more closely with a fresh view
(are you sure women over 60 prefer beige?)
Empathic design is not a complete replacement
for more traditional market research, but rather a
valuable guide for early product development
before committing to prototypes.
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
10 things Many insights
Market Research Design Research
Comparing research methods
Lots of people
few people
Copyright of Clare BrassRCA
Focus groups
Questionnaires /surveys
Comparing research methods
Ethnography
User CentredDesign research
Great for innovationGreat for validation
Market Research Design Research
Copyright of Clare BrassRCA
Great for validation!
Focus groups
Questionnaires /surveys
Comparing research methods
1. Users don’t behave as we expect
2. They often find great solutions to their own problems
3. They don’t say what they feel and don’t know what they want next
If you just do this…
You might miss out. Why?
Clare Brass, RCA
Copyright of Clare BrassRCA
Users often ‘solve’ things without saying there is a ‘problem’
User behaviour with existing product Possible source of a better solution? (Borrowing from the honey spoon)
Credit: designrechercheon IDEO ‘Thoughtless Acts’ pageFor this and other examples see: http://www.flickr.com/groups/thoughtlessacts/
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
The Empathic Design Process
• Step 1: Observation
• Step 2: Capturing data
• Step 3: Reflection and analysis
• Step 4: Brainstorming for solutions
• Step 5: Developing prototypes of possible solutions
Source: Leonard & Rayport 1997
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Step 1: Observation
• WHO is observing?
People with different backgrounds or expertise are likely to notice
different things
• WHAT are you observing?
observe users in a live setting
take notes, take pictures or use video/audio recording that you can revisit later
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Different approaches to observe
• Inventing personas• Inclusive design:
• margins to mainstream
• market-centred design: targeting the average • Extreme users• Virtual observation: observation over the Web or an
electronic network (e.g. a company’s internal network)/ observing and gathering metrics
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
How to do it ?
• Think of a person you know (not you)
• Give them a name, and invent some basic facts about them
• Start by telling a story about the life of your persona then make up the rest to explore unexpressed needs and desires that they might have
• Think of what they might say or do that fit with the story
Inventing Personas
Copyright of Clare Brass, RCA
How do personas help innovate?Personas are imaginary people
They help innovating by:
• Helping to avoid “grounding”
• Creating visual profiles with which to tell stories
• Enabling simulation real life situations
• Building empathy and understanding of a user
• Providing a perspective of different users
Personas can uncover ideas for products as well as services.Help to communicate ideas through stories
Inventing Personas
Copyright of Clare Brass, RCA
Step 2: Capturing data
• During observation/note taking:visual, sound and sensory clues!
• During conversation:ask open-ended instead of Yes/No questions
»e.g. ‘Why are you doing that’
• Look back over pictures and recordings – you may capture extra detail not noticed during the live session
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Need forReassurance
Nesting
Playfulness
Isolation BoredomWaking up too early to catch plane
Worries I maymiss the plane
Taking a taxi to the airportCabbie says we will make it
Worrying I mayhave forgottensomething
Get to the airport and check-inBig relief
On planeExcited aboutthe trip
Food
FoodFood
Lost in airportPoor signage
Shared ride from airportnice people
At hotel, at last, nice roomRelax!
Traffic jamsFrustrating
Queuing for customs
“landing in 10minutes”
Check time: still a long way to go
Not spoken to inEnglish again
An hour with nothing happening
Award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow.
Copyright of Clare Brass, RCA
A Mood-o-gram: One Person’s Emotional Journey by IDEO
Step 3: Reflection and analysis
When reviewing and analysing the information:
• Ask other people who were not present at the observation session: no bias/ different point of view
• What problems, habits and/or preferences have you and your colleagues observed in users?
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Brainstorming:a process for generating new ideas
• No criticism of ideas
• Go for large quantities of ideas
• Build on each others ideas – “yes, and…”
• Encourage wild and exaggerated ideas
Step 4: Brainstorm solutions
Copyright of Clare Brass, RCA
• Fast• Fun• Visual • As wild as you want
Purpose: to create as many ideas as possible in a short amount of time. Limiting any ideas during a brainstorm only hampers the process, and sometimes, a bad idea can lead to a great idea.
Brainstorming:a process for generating new ideas
Copyright of Clare Brass, RCA
Step 4: Brainstorm solutions
Prototyping?
Not only a highly finished model
Step 5: Develop prototypes of possible solutions
Copyright of Clare Brass, RCA
Proof-of-Principle PrototypeTests broad aspects of the intended design
Form Study PrototypeSize, shape, look & feel
User Experience Prototype Active human interaction – not aesthetic
Visual PrototypeAppearance, colour, texture etc not functional
Visual Prototype / working prototypeMay be smaller but fully working
Different types of prototypes
Copyright of Clare Brass, RCA
Prototyping
• Fail early to succeed later
• Rough prototypes – better to be quick, dirty and early rather than slow, perfect and late
• Use ‘just enough’ technology to get going - e.g. use PowerPoint to fake software, cardboard to fake interiors, etc
• ‘Throwing away’ prototypes is important and takes courage - more reason to put in minimum effort
• Involve your users in your prototyping
Copyright of Clare Brass, RCA
Example: weaning baby bottles
Design Continuum designed a line of bottles for Chicco, the Italian baby products brand
• By observing babies and mothers at home and small children in their kindergarten classes, the designers conceived a progressive line of bottles that would gradually encourage and help the child to become more independent on the path from breast feeding to drinking from a glass.
• The bottles were conceived to meet the needs of children, mothers and pre-school teachers alike.
Source: http://www.icsid.org/news/year/2006_news/articles267.htm
Product names:‘Take Up’, ‘Pull Up’, ‘Twist and Turn’
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
More information on Methods
More information and examples of methods can be found on the ‘Designing With People’ website of the RCA’s Helen Hamlyn Centre
http://designingwithpeople.rca.ac.uk/methods
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
EthicsThe Market Research Society sets out in its Code of
Conduct:
The [research] team will adhere to an ethical code when carrying out research and executing the project:
• We will declare our intentions and what we are looking for from participants and why it is valuable as clearly as we can.
• We will let participants know they can refuse to answer any questions and choose to discontinue research at any point.
• We value participants as collaborators, but all participants’ identities will be kept confidential, unless otherwise requested.
• Participants will be asked for permission before any images or videos are taken.
• Compensation for participants’ time will be offered where possible.
• We will not be judgmental of participants.
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Ethics – a few exceptions
There are some grey areas, for example:
• It’s allowable to take pictures of people without asking permission in public spaces where people can expect to be observed;
• However, technically it is said you should have signage stating what you are doing, so you may find it easier to just ask if you can take their picture.
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Conclusion
Empathic design is a powerful tool in the early stages of product development and ideation to:
• Gather information and insight which target users may not even
know about themselves
• Understand what clients really need and think of how to provide
it, along with solving problems more effectively
• Think of product requirements, uses and features that may not
have occurred to you before
• Create products which users can connect with emotionally
• Probably beat the competition as a result!
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur
Further reading and info
• Clarysse, B. and Kiefer, S., 2011. The Smart Entrepreneur. London: Elliot & Thompson, Ch. 9.
• Leonard, D. and Rayport, J.F., 1997. Spark Innovation through Empathic Design. Harvard Business Review, Nov-Dec.
• Royal College of Art’s ‘Designing with People’ website:http://designingwithpeople.rca.ac.uk/
• University of Loughborough’s ‘design-behaviour’ site:http://www-staff.lboro.ac.uk/~cddl/index.htm
• Helen Hamlyn Centre for Design:http://www.hhc.rca.ac.uk/301/all/1/Industry.aspx
Copyright of Bart Clarysse and Sabrina KieferThe Smart Entrepreneur