3. Empathize in Design Thinking - Tugas 2.pptx

Tahapan Empathize pada design thinking

1. Design Thinking Emphatize in Design Thinking

2. Mampu menjelaskan tahapan Emphatize dengan tepat dan detil Capaian Pembelajaran

3. Review Materi 2 Emphatize Emphatize Tools Build an Emphaty Map Outline

4. Emphatize

5. “Deep understanding of the problems and realities of the people you are designing for” Three steps: Observe Engage Immerse Emphatize

6. Empathize - Observe How users interact with their environment Capture quotes, behaviors and other notes that reflect their experience Notice what they think, feel and need

7. Empathize - Engage Interviews scheduled or ad- hoc Learn how to ask the right questions

8. Empathize - Immerse Find ways “to get into the user’s shoes” Best way to understand the users’ needs

9. How to Emphatize with Users Ask lots of questions Become more observant Be an active listener Request input Have an open mind

10. Empathy vs. Sympathy

11. Determine research goals and questions

12. You want to ensure that the interviews you conduct are worthwhile, both for you and for the participants. To make the most of your time together, you need to determine clear goals for the interview. What do you want to learn from the interviews? Are there certain user problems or pain points that you need to empathize with? Here are some examples of common research goals when it comes to empathizing with users: I want to understand the processes and emotions that people experience around the problem my product is trying to solve. I want to identify common user behaviors and experiences with tasks that my product is trying to address. I want to understand user needs and frustrations as they relate to the product I’m designing. Determine research goals

13. Keeping the goals of the interview in mind, you can write your interview questions. The more aligned the interview questions are with your goals, the more useful the data you obtain will be. There are a few best practices to keep in mind when writing interview questions: Ask open- ended questions Keep questions short and simple Ask follow- up questions Write interview questions

14. Emphatize Tools

15. Emphatize Tools Assume a beginner’s mindset Ask What- How- Why Ask the 5 whys Empathy map Conduct interviews with empathy Build empathy with analogies Use photo and video user- based studies Use personal photo and video journals Engage with extreme users Story share and capture Bodystorm Create journey map 10/7/2022 15

16. Forget your assumptions and personal beliefs Misconceptions or stereotypes limit the amount of real empathy you can build A beginner’s mindset allows you: to put aside biases and approach design with fresh eyes Assume a beginner’s mindset (1)

17. What you should do: don’t judge question everything be truly curious find patterns Listen without thinking how you’re going to respond Assume a beginner’s mindset (2)

18. Ask What- How- Why Tool to help you better observe Especially good for analyzing photos What you should do for a specific observation: divide a sheet into 3 parts – What / How / Why What: write what you observe the user is doing without making assumptions How: understand what the user is doing; is it positive or negative, does it require effort? Use plenty of adjectives Why: now you have to interpret; guess motivations and emotions, make assumptions that you have to test with users later

19. Repeating the Why question 5 times to identify the root cause of a problem Some useful rules: Write down the problem and make sure that all people understand it Distinguish causes from symptoms Pay attention to the logic of cause-and- effect relationship Assess the process, not people Never leave “human error”, “worker’s inattention”, “blame Johan”, etc., as the root cause When you form the answer for question “Why” – it should happen from the customer’s point of view Ask the 5 whys

20. Says: quotes from what users say during interview Thinks: what users seem to think when experiencing the product Does: actions that the user takes during the experiment Feels: the user’s emotional state (adjective + context) like Impatient: pages load too slowly Empathy Map

21. Emphaty map example

22. Conduct interviews with empathy Ask why Never say “usually” when asking a question Encourage stories Look for inconsistencies Pay attention to nonverbal cues Don’t be afraid of silence Ask questions neutrally and don’t suggest answer

23. Build empathy with analogies Use analogies to gain a fresh way of looking at an environment, and in instances where direct observation is hard to achieve Analogies allow us to express our ideas or to explain complex matters in an understandable and motivating way Start by identifying the aspects of a situation that are most important, interesting or problematic Find other experiences that contain some of these aspects – it will help you gain a better understanding of your users’ problems, and it will also spark new ideas to improve their experiences Create an inspiration space for analogies. You can do so by pinning photos and anecdotes of the analogues experiences you have found

24. Use video recordings of users performing their regular activities Try to make the study as casual as possible so that the user doesn’t feel any pressure Use different techniques like how-what- why to examine the videos or photos or frames taken from the videos Use photo and video user- based studies

25. Determine who’s extreme Extreme users can be described as the people on either end of the spectrum of users of a product or service Engage Observe and interview extreme users just like other folks. Look for work- arounds (or other extreme behaviors) to spark inspiration and uncover insights Look at the extreme in all of us Look to extreme users to spur wild ideas, then narrow in on what resonates with the primary users that you’re designing for Engage with extreme users

26. Take a moment to unpack your observations and stories you have collected One by one, each team member shares their observations they made in the field in the form of stories and notes on what they observed While a team member is sharing their stories, the rest of the team will note down interesting insights, headlines or quotes By the end of the sharing session, you would have a wall or board filled with post- it notes. This helps your team understand what is going on with your users, and can kickstart an ideation or space saturate and group session Story share and capture

27. Bodystorm Bodystorming is a unique method that spans empathy work, ideation, and prototyping Technique of physically experiencing a situation to derive new ideas Requires setting up an experience – complete with necessary artifacts and people – and physically “testing” it Can include physically changing your space during ideation You’re focused on here is the way you interact with your environment and the choices you make while in it Example: when thinking about a product for blind people try to actually experiment not using your eyes during an experiment and try to see what you can achieve and what your needs are

28. Create journey maps Visual representation of the process a customer or prospect goes through to achieve a goal with your company/products Identity the customer’s needs and pain points Steps: Set clear objectives for the map Profile your personas and define their goals List out all the touchpoints (places in the app/site where you can interact with the customer) Identify the elements you want your map to show Take the customer journey yourself Make necessary changes

29. Journey map example (1)

30. Journey map example (2) 10/7/2022 31

31. How to Distinguish Pain Point and Solutions

32. Pain points vs. Solutions I need to get from New York to Paris. I need to keep my food cold on a road trip. I need to connect with my family, located far away. I need a video conferencing platform. I need a cooler to store and keep my food cold. I need to stop my leg from bleeding. I need a bandage. I need to make a 1/4 inch hole. I need a drill bit. I need an airplane ticket.

33. Build an Emphaty Map

34. Interview Transcript (1)

35. Interview Transcript (2) 10/7/2022 36

36. review Makayla’s interview transcript, and let’s break down the steps for creating an empathy map. Creating an empathy map

37. Step 1: Add the user’s name. Include the name of the person interviewed in your empathy map. Having a name attached to it will help if you ever need to look back at the original transcript or research, and it’ll distinguish this map from other maps you create. Creating an empathy map

38. Step 2: The “SAYS” square. Use verbatim quotes from the interview. In other words, write down exactly what the person said; don’t summarize it in your own words. If you summarize a quote, you might accidentally interpret the user’s meaning incorrectly. It’s also helpful to try to capture themes in the interview that relate to the product you’re researching. For example, if the user restates the same problem several times during the interview, then it’s probably a major pain point. Pay special attention to challenges your user states, and record any desired benefits or expectations they mention. Creating an empathy map

39. Step 3: The “THINKS” square. Here, you can summarize the thoughts expressed by the user. Add feelings the user conveyed through body language, tone, or other noticeable indicators, even if they didn’t verbally express them to you. You can make inferences for some of these feelings, but you have to be careful not to make assumptions about the user. Creating an empathy map

40. Step 4: The “DOES” square. Makayla gave us quite a bit of detail on steps and actions she takes to overcome the dog- walking challenges she faces. All those actions can go in the “DOES” square. Creating an empathy map 10/7/2022 41

41. Step 5: The “FEELS” square. List the feelings the user expresses. The notes you include may overlap with some of what you listed in the “THINKS” square. That’s okay! This process is meant to be a thorough documentation of your observations. If you’re the person performing the interview, you might notice signs of feelings like anger, frustration, excitement, and others. If the user doesn’t explicitly mention any feelings during the interview, you can probe for feelings with the question: “How does this make you feel?” Creating an empathy map

42. Tugas Kelompok 2 1. Membuat 5 pilihan masalan (HMW) 2. Membuat Emphaty Map berisi pertanyaan 3. Wawancara 1/1 4. Membuat Persona Canvas (Orang baru)

43. Emphaty Map

44. Persona Canvas

45. THANK YOU