Summary of Insights for innovation-IDEO

Summary of Insights for innovation-IDEO
Seeing with New Eyes
Observing, Extremes, Interviewing, Empathy, Sharing insights
[email protected]

1. Insightsfor
Innovation
Seeing with New Eyes -IDEO material
Observing, Extremes, Interviewing, Empathy, Sharing insights
Henry Hyunrok Sung
[email protected]
Social ID: @fraystation
2015.12.14
Digital Environment & Future Contents

3. 6 Tips for observing
-행동, 성향, 고려, body language, patterns, unexpected
-What, How, Why

5. Identifying Extremes –넓고다른관점

7. 5 Tips for Interviewing -Interviewee와Empathize
Person explore topics of interest deeper into the most interesting area
관계형성
-Eye contact, smiling signal, interested,
-더많이아는듯한느낌자제, 심문하는 듯하거나
Test하는듯한느낌피할것

8. Advanced interview tips
-Interviewee 대답을기다리고 , 선입견없이심사하거나 바로고치려고 하지말기.
-잘난체하지않는질문

10. Immersing in Empathy
Case Study
HOW AIRBNB DESIGN PRACTICES EMPATHY ON DESIGNAIRS

11. Why empathy is so important -AIRBNB DESIGN PRACTICES EMPATHY
Empathy가왜중요한가 ?
Empathy는사용자들에 대해이해하는 시간을가지는것. 사용자들에게 중요한
포인트가 무엇이고, 행복하게 해주는요소가무엇인지 알수있는지? 만약에
당신이이런것들을이해할수있다면, 정말훌륭한디자인을 할수있는기회가
생기는것.
Empathy is taking the time to listen to your users. What’s important to them? What are their pain points and what makes them happy? If
you take the time to understand this, you have the opportunity to design something truly great.
Host인경우: Guest의인식, 요구및경험에대해생각을해야하고,
Guest인경우:Host가집의숙박시설을제공함으로 ,그에따라행동하고, 이해할
필요가있다 .우리는많은개인의필요와동기에염두하고 있고, 규모에대한
설계를한다.(살고싶은 도시에살기위해 second income에의존하는 artists host들, dream vocation을
가지고자하는 guest)
Empathy is especially valuable to us because it’s at the root of our service. If you’re a host, you need to think about guest
perceptions, needs, and experience. If you’re a guest, you need to understand the host has graciously offered you accommodations
in their home or property and act accordingly. Since our product is used by everyone from best friends taking dream vacationsto
artists relying on a second income to stay in the cities they love, we’re designing for scale. It’s important for us to be mindful of
the needs and motivations of many individuals.

12. Connect with users
사용자와의 연결
Host, Guest를통해배움. 온라인피드백은 매우
중요하지만 , 그것은사람들이 우리의제품을
어떻게사용하는지 이해하는 대면회의를
대신할수는없음.
Insights research team이정기적으로 전세계의
host와guest를만나모두를위한디자인을 함.
고객들을 더이해하기위해 field studies,
usability studies, interviews, surveys를사용
We’ve learned the most by getting out there and talking to hosts and guests.
Online feedback is great, but it’s no substitute for meeting face-to-face to
understand how people are using our product. OurInsights research
teamroutinely meets with hosts and guests all over the world and we’re
careful to remind ourselves to design for everyone. We use field studies,
usability studies, interviews, and surveys to better understand who we’re
designing for.
Hosts share some feedback at a community
meetup in Spain.
How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

13. Together@
Producer, Engineer들에게공감을형성하고 ,
그들이작업이Host에어떻게영향을
미치는지에 대한의미있는 컨텍스트를
제공하기위한 프로젝트.
Host의feeling에대해공감하기위해 ,
Host집에초대하고 식사준비도함.
Project팀은Host의경험에대해공감하게
됨으로서 더나은Product decision을하게됨.
Together@ was a project aimed at nurturing the empathy of our
producers and engineers and giving meaningful context to how their
work affects hosts. To really get a feeling for what hosts do, several team
members invited hosts over or prepared a meal at host homes. It was
meant to be a friendly conversation between friends more than anything,
but we felt like it enabled better product decisions by helping those
teams feel more connected to the host experience.
Airbnb employees and hosts share an evening of
conversation in Costa del Sol, Spain.
How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

14. Be an active participant
Airbnb 직원들은 Travel credit이있어서비스를 체험함으로서 더나은사용자
경험을통해더나은서비스를 만들수있음
Airbnb encourages all team members to be regular users of the service (as guests and hosts) and gives all employees travel credit
to make that happen. While we take advantage of it to stay in the places we’ve been drooling over, it’s not just a perk. It allows us
to be better versed in what our users experience. When we don’t lose touch with what it’s like to use Airbnb we can better
understand the feedback we receive and design with it being top of mind.
Tools
다양한Device에서의경험또한Airbnb서비스의 경험의한부분이므로
Designer들은최고의경험을만들기위해노력
Part of the Airbnb experience is in the different devicespeople use. We’re a bit unique in that we’re not concerned about having
iOS or Android specific designers. Our designers spend time using all kinds of iOS and Android devices to design for a great
experience across multiple platforms.
Feedback
피드백을 추구하는 열린문화
We have an open culture of seeking out feedback and there’s an understanding that we all have different strengths. There are no
stupid questions, only opportunities for learning and improving.
How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

15. Be an active participant
Airbnb 직원들은 Travel credit이있어서비스를 체험함으로서 더나은사용자
경험을통해더나은서비스를 만들수있음
Airbnb encourages all team members to be regular users of the service (as guests and hosts) and gives all employees travel credit
to make that happen. While we take advantage of it to stay in the places we’ve been drooling over, it’s not just a perk. It allows us
to be better versed in what our users experience. When we don’t lose touch with what it’s like to use Airbnb we can better
understand the feedback we receive and design with it being top of mind.
Tools
다양한Device에서의경험또한Airbnb서비스의 경험의한부분이므로
Designer들은최고의경험을만들기위해노력
Part of the Airbnb experience is in the different devicespeople use. We’re a bit unique in that we’re not concerned about having
iOS or Android specific designers. Our designers spend time using all kinds of iOS and Android devices to design for a great
experience across multiple platforms.
Feedback
피드백을 추구하는 열린문화
We have an open culture of seeking out feedback and there’s an understanding that we all have different strengths. There are no
stupid questions, only opportunities for learning and improving.
How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

16. Empathy is win-win for everyone involved
You better understand and relate to the needs of others
사람들의 Needs에대한더나은이해
You can make the product more human
Humanoriented product를만들수있음
You better understand how you are perceived
인지하는 방법에대한더많은이해
You can make more intuitive decisions
더직관적인 결정
You’re better able to predict the reactions and actions of others
더나은예측-다른사람들의 행동과반응
You can better handle criticism from others when you understand their motivation
다른사람들의 동기부여을 이해하면 , 더나은비판을처리할수있음
Benefits -AIRBNB DESIGN PRACTICES EMPATHY

17. View empathy as an opportunity to create
something memorable and timeless for your
users
Anticipate needsNeeds에대한예측
피곤한Guest에대한상상
It’s one of our Core Values at Airbnb and best illustrated in the host process. Imagine you have a tired guest that’s been traveling
all day to get to your listing. You don’t want to bombard them with questions. You want to let them settle into your home by
anticipating their needs. Perhaps you offer them tea, show them their room (and bathroom), and let them know you’re there to
help once they’re rested. This applies to design as well. You can anticipate user needs while using a service.
Don’t make assumptions너무많은가정하지 말고balancing하기
While you can anticipate some needs, you don’t want to make too many assumptions. It’s a balancing act. It’s often helpful to ask
the questions you think you already have the answers to and ignore your expertise.
Listen
It can be humbling, but critics help you improve, so let them talk. Even if you disagree with their conclusion, by listening youwill
come across as receptive and open-minded. View criticism as an opportunity to understand why someone feels that way. It may
notalways be constructive or helpful, but you won’t know that unless you’re making an effort to listen.
How you can practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

18. 4 Tips for Empathy Immersion
1. CHANGE YOUR PERSPECTIVE 관점바꾸기
Think of ways you can alter your perspective to better relate to someone who sees things differently than you do. See what you
discover.
2. LIMIT YOURSELF 집중
Consider who you’re designing for and any aspect of their experience that you might take for granted. What happens when you
take that ability away from yourself?
3. DO IT YOURSELF 개인적인 경험
Have you personally experienced the products, services or experiences you’re creating? How can you do something firsthand to
understand what it might feel like?
4. ENGAGE IN AN ANALOGOUS EXPERIENCE
유사한경험
Is there some quality of the experience you are designing (confusion? steep learning curve? fast pace?) that you could experience
analogously?

19. The Anatomy of an Insight
How you know you have an insight worth sharing.
Insights are the heart and soul of creating solutions
본인이찾은insight를팀에게잘공유하는 것은일을잘할수있게하고사람들을
움직이게 할수있는동기를부여할수있다. Inspire and motivate others to
innovate
What’s an insight?
AUTHENTIC=Real
Supported by observations with real people.
NON-OBVIOUS=명확한, 평범하지 않은
“News you can use” that goes beyond an observation or something someone would immediately think of when describing the
subject.
REVEALING=이전에는 알려지거나 본적이없는것을보여주는
Offers a (previously hidden) glimpse into how people think or feel. It helps interpret the “Why?” behind human behavior.

21. Sharing Insights: 4 Steps to Summarize Insights
1. CAPTURING INDIVIDUAL DATA POINTS
On post-its, capture quotes, observations and interpretations you have from your interviews, observations, empathy
immersion and learnings from extremes.
인터뷰, 관찰, 공감한것들을포스트잇에적는다.
2. CONNECTING THEM TOGETHER IN MEANINGFUL WAYS
Notice themes and patterns and cluster your post-its when they have similar topics. Try out a few things you might
call that theme.
패턴이나 theme별로포스트잇그룹을만들어본다.
3. CRAFTING INSIGHTS TO SHARE WITH OTHERS
Work to make your insights informative, inspiring and memorable. Try and try again. Share what you are working
On with others for feedback. What’s working and what isn’t?
유익하고 , 영감을줄수있고, 기억에남을수있게만들어라 (반복적인 작업필요). 다른사람과내용을share하고
feedback을받아라. 당신이의도했던대로 어떤부분은공감하고 어떤부분은또공감되지 않았는가 ?
4. STORYTELLING YOUR POINT OF VIEW THROUGH
WORDS AND VISUALS
Pull your themes together into a story. Use visuals to bring your points to life for others.
Visualize를통해다른사람들이 당신의핵심insight를공감할수있게해Story를만들어라.

22. Sharing Insights: 3 TIPS FOR CRAFTING A GOOD INSIGHT
1. INFORM
Does it shed light on what people need and want?
정보제공 =사람들이 필요로하고 원하는것을조명하고 있는가?
2. INSPIRE
Is it motivating? Does it make you FEEL something in order to DO
something?
영감을주는=동기부여를 제공하는가 ?
3. MEMORABLE
Is it phrased in a way that will stick with you and be easy to share
with others?
다른사람들과 공유하기가 쉽고,기억할만하고 인상적인가 ?