Design Thinking: User Empathy

Small introduction to doing Design Thinking: User Interviews. Involves key DT ideas like Empathy and Brainstorming.

1. User Interviews Wayne Pau, Emerging Technologies SAP Mar28, 2013 Internal

2. Wayne Pau, Emerging Technologies SAP Feb 4, 2013 – MEIC’s Mobile Accelerator Programme – Workshop #6 Introduction to User Interview Using Design Thinking to Create Solutions

3. 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)

4. Overall Agenda Empathy Basics Interview & Prep Collate & Process Data POV & Composites

5. Empathy Basics

6. d.School Bootleg http://dschool.stanford.edu/use-our-methods/

7. Design Thinking Phase: Empathy Core component of “Design Thinking” Empathy via: Observe Engage Immerse

8. Why Empathy? Guide, Direct Innovation Narrow/Refine Target Users Mine for Emotions and Motivations

9. Quick Video on Empathy http :// www.youtube.com/watch?v=cDDWvj_q-o8

10. Interview & Prep

11. 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.

12. 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?

13. 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…

14. User Interview – Ideal Timeline (http :// dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)

15. Collect & Review

16. Group Story Share Catches up Team & distributes info FAST Forces speaker to “process” observations More evenly distributes input (Equal Voice) Trigger collaborative & A dditional Q uestions Quickly remove duplicates Quickly see patterns

17. Empathy Map I SAY… I DO… THINK… FEEL… Inferred Observed (http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf)

18. Brain Storming Rules One Conversation at a Time Go for Quantity Headline ! Build on the ideas of Others Encourage “ Wild Ideas” Be VISUAL … Stay on Topic Defer Judgment – No BLOCKING (http :// dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf)

19. “ Stickies ” Grouping & Voting Start to Group & Categorize Focus on Quantity and Quality Look for “ Patterns ” Employ Group Voting

20. POV and Composites

21. 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

22. Point of View statements (POV) – Mad Lib Isolate: USER NEED INSIGHT Into: [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 .”

23. 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. 

24. How Might We (HMW) Create a list of HMW based on POV USER + NEED + INSIGHT How to create/produce lighter weight Drum Stands? How to create portable/folding drum kits? How to create a quick set-up drum kit? How to reduce the volume of drum kit? ….

25. Wrap-Up Exercise I Like… I Wish…. I Will…

26. Thank you Contact information: Wayne Pau ( [email protected] ) Emerging Technologies