PROTOTYPE  IDEATE   TEST  EMPATHIZE   DEFINE  

PROTOTYPE  IDEATE   TEST  EMPATHIZE   DEFINE  

Use Usability  

USE, USABILITY

Use Usability  

USE, USABILITY

Use Usability  

Meaning

USE, USABILITY, MEANING

EMPATHY . . . is the work you do to understand people, within the context of your design challenge

is your effort to recognize the way your users do things and why, their physical and emotional needs, how they think about world, and what is meaningful to them

is the foundation to create useful and meaningful design solutions

EMPATHY . . .

IS UNDERSTANDING THEIR WORLD

OBSERVE Understand someone who in many ways is very unlike yourself.

See the world from someone else’s shoes.

OBSERVE . . . to understand how someone interacts with their environment, and with other people

by looking for work-arounds that may not even strike the person who created them as significant

WHATHOWWHY What is this person (or persons) doing?

How are they doing it? Pretend you are describing the picture to someone not looking at it.

Why are they doing it this way? Take a guess. Start to form a story.

Connect  with  people.  

Seek  stories,  feelings  &  beliefs.  

ENGAGE

ENGAGE . . .

to understand how someone thinks and how they approach activities

by having a good conversation; let the person you are speaking to lead you to what’s important to her

with your ears and eyes open; body language, facial expressions, and tone matter

SEEK STORIES

“Tell me about the last time you _______________________.”

“Tell me about an experience you’ve had with _______________________.”

TALK ABOUT FEELINGS

“How did you feel when [x] happened?”

“What were you feeling at that point?”

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And always follow-up with ‘why?’

PRACTICE NOW Turn to your neighbor and interview them about a memorable experience at the mall. [3 min each]

Remember: •  Have a good conversation. •  Prompt the person to tell you stories. •  Talk about feelings. •  Follow up with ‘why?’

EMPATHIZE •  Meaningful solutions come from understanding users

Observing: •  Watch a space or follow a journey •  Look for work-arounds

Interviewing: •  Prompt the person to tell you stories. •  Talk about feelings. •  Follow up with ‘why?’