CHAPTER 2
Empathize
Recap of Chapter 1
◎ Definition of design thinking.
◎ The key aspects of design thinking.
◎ The Innovation Sweet Spot → Design thinking and
innovation
◎ Design thinking skills
◎ Stanford 5-step design thinking process 2
Objectives:
◎ Understand: Gain a deep understanding of the
user's needs, experiences, and motivations.
◎ Engage: Interact with users to uncover their real
problems and insights.
◎ Observe: Watch users in their natural environment to
see how they interact with products or services.
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CONTENT:
2.1. Empathize with the Customers
and/or Users
2.2. Methods and Tools
2.3. Applications
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2.1
Empathize with the
Customers and/or Users
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Definition:
Empathize is a mechanism to understand and share
the feelings of your users to foster deep user
understanding and be able to uncover the deep
user insights and needs.
(IDEO | Design Thinking)
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Methods & Tools, Mindsets & Process:
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Key actions:
Observation:
◎ Spend time with users in their environment
to see how they use the product.
◎ Note their behaviors, challenges, and
interactions.
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Key actions:
User Engagement:
◎ Conduct interviews and conversations with
users to gather their stories and experiences.
◎ Use open-ended questions to elicit detailed
responses.
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Key actions:
Collect Data:
◎ Gather qualitative data through various tools
and methods.
◎ Record insights and patterns that emerge from
user interactions.
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Importance:
◎ Human-Centered: Puts the user at the center of
the design process.
◎ Insight-Driven: Builds a foundation for defining
and solving the right problems.
◎ Empathy: Develops a genuine understanding of
the user’s perspective.
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2.2
Methods and Tools
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Methods:
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Tools Overview:
◎ POEMS framework
◎ Explorative Interview: In-depth user interviews
to gather rich, qualitative data.
◎ Ask 5x Why: Technique to identify the root
cause of a problem.
◎ Empathy Map: Visual tool to capture what users
say, think, feel, and do.
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Tools Overview:
◎ Customer Journey Map: Visual representation of
the user's experience with the product or service.
◎ SAM (Think – Feel – Do) framework
◎ SPICE Needs Frame
◎ Persona/User Profile: Creation of a fictional
character based on user data.
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Field Observation
What is Field Observation?
◎ It is a structured approach to observing people in
their natural environment rather than in a formal
research setting. It is to uncover user insights
and fresh perspectives of people and behavior.
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Field Observation:
When to use Field Observation
◎ Field observation is used to uncover User Insights
and fresh perspectives of People and Behaviors.
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Field Observation
How to conduct Field Observations
When conducting observation, one needs to be:
• Attentive (in the presence)
• Curious (keep asking why?)
• Perceiving with all your senses
• Open-minded to learning
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POEMS FRAMEWORK
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Field Observation Preparation
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Deep user interview
What is deep user interview?
◎ Deep user interview is an art of conversation to elicit
stories and to uncover deep users insights and needs –
both latent and unmet needs through understanding of
the users.
• Behavior & feelings, • Values,
• Goals, • Beliefs,
• Motivations, • Pains and challenges.
• Aspirations,
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Deep user interview
When to use Deep User Interview
◎ We want to understand beliefs, values, challenges,
concerns, frustrations, motivation & behaviors, and
uncover user insights, latent needs, and the unmet
needs of the users by listening to their stories and
experiences.
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Deep user interview
How to conduct Deep User Interview
◎ Explorative Interview
◎ Ask 5x Why?
◎ Empathy map
◎ Journey map
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Explorative Interview
Objective: Gather deep insights about user experiences
and challenges.
Method: Conduct one-on-one interviews with open-ended
questions.
Example Questions:
"What do you like about using this product?”
"Can you describe a recent experience where you
encountered an issue?”
Benefits: Uncovers detailed and personal user stories.
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Explorative Interview
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Explorative Interview:
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Explorative Interview:
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Ask 5x Why
Objective: Identify the root cause of a problem.
Method: Continuously ask "Why" to dig deeper into user
responses.
Example Process:
User: "I don’t like using this feature.
Why? "It’s too complicated."
Why? "There are too many steps.”
Why? "I get confused about what to do next.”
Why? "The instructions are not clear.”
Why? "The language is too technical.”
Benefits: Reveals underlying 28issues and motivations.
Ask 5x Why
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Ask 5x Why
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Ask 5x Why
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Empathy Map
Objective: Visualize user emotions and behaviors.
Method: Create a map with quadrants for says, thinks,
feels, and does.
Example Structure:
Says: "I love how fast it is.”
Thinks: "I’m not sure if I’m doing this right.”
Feels: Frustrated when it crashes.
Does: Checks instructions frequently.
Benefits: Provides a holistic view of the user’s experience.
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Empathy map
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Empathy map
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Empathy map
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Empathy map
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Journey map
Objective: Map out the user’s experience with the product.
Method: Chart the journey from initial contact to end goal.
Example Structure:
◎ Stages: Awareness, Consideration, Purchase, Use,
Loyalty
◎ Touchpoints: Website, Salesperson, Product use,
Customer support
◎ Pain Points: Long wait times, unclear instructions
Benefits: Identifies touchpoints and pain points, providing a
clear view of user interactions and experiences.
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Journey map
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Journey map
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Journey map
Step 1: Choose a persona to be used in the
customer journey map and share the story of the
persona with the design team.
Step 2: Then choose a scenario or job to be done.
Step 3: Define what happens BEFORE, DURING, and
AFTER the actual experience to make sure that the
most important steps are included.
Step 4: Decide which interactions should be assigned
where and how.
Steps 5 & 6: Supplement what the persona thinks
(Step 5) and the emotion he/she feels (Step 6).
Steps 7 & 8: Define potential areas of improvement
(Step 7) and the people responsible for the action/
process within the organization (Step 8).
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Journey map
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Needs Finding
What is Needs Finding?
◎ Needs finding is a deep human process of
making sense and transforming your
observations and Deep user interviews into
usable data cluster and meaningful insights to
uncover the unmet needs of your users
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Needs Finding
When to use Needs Finding
◎ The needs finding process is used to convert
observations and deep user interviews into
usable data cluster from which meaningful
insights and needs of the users are
discovered.
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Needs Finding
How to find needs
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SAM (Think – Feel – Do)
framework
◎ Social Context: who they do the ‘action or
activity’ with? What is their relationship, social
interaction? Why they behave the way they do?
◎ Action (Behavior): What is the behavior? What
actions or activities they are involved? Why?
◎ Motivation: what do they think? How do they
feel? What are the reason(s) for actions and/or
behaving that way? Belief? Values? Thinking?
Aspirations? Emotions or Feelings?
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SAM (Think – Feel – Do)
framework
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SPICE Needs Frame
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Persona Development
What is Persona Development?
◎ Persona development is a process of
humanizing your target user, giving voice and
character and making them real. Personas are
fictional characters created to represent your
group of target users who exhibit similar
behaviors, patterns, motivations and goals.
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Persona Development
What to use Persona Development
◎ Persona development is to create user models –
characters with a clearly defined purpose and
characteristics – who will represent your target
users throughout the design process from
brainstorming for solution ideas to designing ideal
user experience journey.
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Persona Development
How to Develop Persona
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Persona/ User profiles
Objective: Create a detailed profile of the typical user.
Method: Compile data into a fictional character.
Example Structure:
Name: Sarah
Age: 32
Occupation: Marketing Manager
Goals: Increase productivity
Frustrations: Complicated software
Benefits: Helps design with specific user needs in mind.
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Persona/ User profile
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Persona/ User profile
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Persona/ User profile
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Persona/ User profile
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Persona/ User profile
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2.3
Application
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Thanks!
Any questions?
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