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Design Thinking Concepts - Empathize@Suprayitno

The document discusses the "Empathize" mode of the human-centered design process. It defines empathy as understanding people in the context of a design challenge. The goals of empathizing are to understand how people do things and what is important to them by observing behaviors, engaging in conversations to uncover needs and emotions, and gaining a fresh perspective on human experiences. Effective methods of empathizing involve directly observing users in relevant contexts, having open-ended conversations to elicit stories and meanings, and watching and listening as users complete tasks or interact with objects.

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72 views

Design Thinking Concepts - Empathize@Suprayitno

The document discusses the "Empathize" mode of the human-centered design process. It defines empathy as understanding people in the context of a design challenge. The goals of empathizing are to understand how people do things and what is important to them by observing behaviors, engaging in conversations to uncover needs and emotions, and gaining a fresh perspective on human experiences. Effective methods of empathizing involve directly observing users in relevant contexts, having open-ended conversations to elicit stories and meanings, and watching and listening as users complete tasks or interact with objects.

Uploaded by

bermanfaat Official
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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3/18/2021

Empathize

• Have an understanding of the people for whom you


are designing, their problems, who they are and what
is important to them.
• Observation
• Engage directly
• Uncover needs
• Identify right users
• Discover emotions that guide behaviors

Empathize

• WHAT is the Empathize mode


• Empathy is the centerpiece of a human-centered design process.
• The Empathize mode is the work you do to understand people, within the
context of your design challenge.
• It is your effort to understand the way they do things and why, their
physical and emotional needs, how they think about world, and what is
meaningful to them.

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3/18/2021

Empathize

• WHY empathize
As a design thinker, the problems you are trying to solve are rarely your own—
they are those of a particular group of people; in order to design for them, you
must gain empathy for who they are and what is important to them.
Observing what people do and how they interact with their environment gives
you clues about what they think and feel. It also helps you learn about what they
need. By watching people, you can capture physical manifestations of their
experiences – what they do and say. This will allow you to infer the intangible
meaning of those experiences in order to uncover insights. These insights give
you direction to create innovative solutions. The best solutions come out of the
best insights into human behavior. But learning to recognize those insights is
harder than you might think. Why? Because our minds automatically filter out a
lot of information without our even realizing it. We need to learn to see things
“with a fresh set of eyes,” and empathizing is what gives us those new eyes.

Empathize

• WHY empathize (Cont’d)


Engaging with people directly reveals a tremendous amount about the way they
think and the values they hold. Sometimes these thoughts and values are not
obvious to the people who hold them, and a good conversation can surprise both
the designer and the subject by the unanticipated insights that are revealed. The
stories that people tell and the things that people say they do—even if they are
different from what they actually do—are strong indicators of their deeply held
beliefs about the way the world is. Good designs are built on a solid
understanding of these beliefs and values.

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3/18/2021

Empathize

• HOW to empathize
To empathize, you:
• Observe. View users and their behavior in the context of their lives. As
much as possible do observations in relevant contexts in addition to
interviews. Some of the most powerful realizations come from noticing a
disconnect between what someone says and what he does. Others come
from a work-around someone has created which may be very surprising to
you as the designer, but she may not even think to mention in conversation.

Empathize

• HOW to empathize (Cont’d)


To empathize, you:
• Engage. Sometimes we call this technique ‘interviewing’ but it should really
feel more like a conversation. Prepare some questions you’d like to ask, but
expect to let the conversation deviate from them. Keep the conversation
only loosely bounded. Elicit stories from the people you talk to, and always
ask “Why?” to uncover deeper meaning. Engagement can come through
both short ‘intercept’ encounters and longer scheduled conversations

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3/18/2021

Empathize

• HOW to empathize (Cont’d)


To empathize, you:
• Watch and Listen. Certainly you can, and should, combine observation
and engagement. Ask someone to show you how they complete a task. Have
them physically go through the steps, and talk you through why they are
doing what they do. Ask them to vocalize what’s going through their mind as
they perform a task or interact with an object. Have a conversation in the
context of someone’s home or workplace – so many stories are embodied in
artifacts. Use the environment to prompt deeper questions.

Transition:
Empathize >> Define
Unpack: When you move from empathy work to
drawing conclusions from that work, you need to
process all the things you heard and saw in order to
understand the big picture and grasp the takeaways
of it all. Unpacking is a chance to start that process
– sharing what you found with fellow designers and
capturing the important parts in a visual form. Get
all the information out of your head and onto a wall
where you can start to make connections—post
pictures of your user, post-its with quotes, maps of
journeys or experiences—anything that captures
impressions and information about your user. This
is the beginning of the synthesis process, which
leads into a ‘Define’ mode.

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