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What Are We Actually Doing These 2 days?
Deepen the local Hawaiian experience for visitors.
Cultural ExperiencesEnvironmental Experiences
How do visitors experience Hawaii?How do locals experience Hawaii?
Deepen the local Hawaiian experience for visitors.
empathize: what?
When you feel what the other person is feeling.
When you can mirror their expression, their opinions, and their hopes.
empathize: what?
When you feel what the other person is feeling.
When you can mirror their expression, their opinions, and their hopes.
Talk Story
empathize: what?
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empathize: why?
Look for needs that are meaningful to THEM, not to you.
to discover people’s expressed and latent needs so that you can meet them through your design solutions.
empathize: why?
empathize: how?
empathize: how?
without judgment
with a beginner’s eyes
with curiosity
optimistically
respectfully
immerse
observe
engage
empathize: how?
immerse yourself in the situations and experiences your
user has
immerse
observe
engage
empathize: how?
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observe what your user is doing,how s/he is doing it,
and what prompted the behavior
what is this person (or persons) doing?Notice what is happening both with the person and the context he/she is functioning within.
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. then ask.
what :: how :: why
immerse
observe
engage
empathize: how?
1. seek stories
2. talk about feelings
3. ask “why”
empathize: how?
1. “Tell me about the last time you…”
2. “What was the best…” “What was the worst…
3. “And why is that?” “Can you tell me more about that?”
Questions:
1. Thinking you are a user and can design from your experience
2. Asking your user to design for you
empathize is NOT:
1. seek stories
2. talk about feelings
3. ask “why”
4. capture your findings
empathize: how?
construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights
define: what?
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Focus on individuals
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45
OXO Good Grips
come together and understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
define: how?
saturationspace
Quotes Thoughts
FeelingsActions
Quotes Thoughts
FeelingsActions
Nuggets
“HUH.”
“THAT WAS SURPRISING.”“THIS IS IMPORTANT, BUT
I DON’T KNOW WHERE IT GOES YET.”
“WHOA.”
45 min: empathy maps & nuggets for users
do it now!
come together and understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
define: how?
point of view: components
specific user
deep need
empathy-based insight
who’s your user?
what’s a need?
• Why do you think this user really has this need?
• Why is this need surprising or interesting?
• How does this user/need play out in this context?
what’s an insight?
point of view: components
user be specific
need use verbs
insight = observation + interpretation
user desperate nepali mother
need to keep premature baby warm in the early hours
insight most mothers don’t have the means to bring their baby to a hospital
point of view: components
specific user
what nobody else noticed
need, not solution
user teenager
need to eat healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
user 9th grade girl at a new school
need to eat healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
user 9th grade girl at a new school
need to feel socially accepted while eating healthy food
insight certain nutrients are necessary for physical and cognitive health and development
point of view: components
specific user
deep need that’s hers, not ours
user 9th grade girl at a new school
need to feel socially accepted while eating healthy food
insight in her hood, a social risk is more dangerous than a health risk
point of view: components
specific user
deep need that’s hers, not ours
surprising finding rooted in empathy work
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
define: how?
prepare your POV mad-lib
user need insight…NEEDS...
...BECAUSE...
pick one category to start generating
40min group time: mad lib iterationsgenerate users, needs, insights on post-itsselect & synthesize into a point of view
do it now: POV mad-lib
user be specific
need use verbs
insight = observation + interpretation; surprise, contradiction, why this situation is unique
