What are we actually doing these 2 days
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What Are We Actually Doing These 2 days? PowerPoint PPT Presentation


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What Are We Actually Doing These 2 days?. Deepen the local Hawaiian experience for visitors. Cultural Experiences Environmental Experiences. How do visitors experience Hawaii? How do locals experience Hawaii?. Deepen the local Hawaiian experience for visitors. empathize: what?.

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What Are We Actually Doing These 2 days?

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What Are We Actually Doing These 2 days?


Deepen the local Hawaiian experience

for visitors.


Cultural Experiences

Environmental Experiences


How do visitors experience Hawaii?

How do locals experience Hawaii?


Deepen the local Hawaiian experience

for visitors.


empathize: what?


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: why?


Look for needs that are meaningful to THEM, not to you.


empathize:why?

to discover people’s expressedand latent needs so that you can meet them through your design solutions.


empathize:how?


empathize:how?

without judgment

with a beginner’s eyes

with curiosity

optimistically

respectfully


empathize:how?

  • immerse

  • observe

  • engage


immerse yourself in the situations and experiences your user has


empathize:how?

  • immerse

  • observe

  • engage


observe what your user is doing,

how s/he is doing it,

and what prompted the behavior


what :: how :: why

whatis 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.

whyare they doing it this way?

take a guess. start to form a story. then ask.


empathize: how?

  • immerse

  • observe

  • engage


empathize:how?

seek stories

talk about feelings

ask “why”


Questions:

“Tell me about the last time you…”

“What was the best…” “What was the worst…

“And why is that?” “Can you tell me more about that?”


empathize is NOT:

Thinking you are a user and can design from your experience

Asking your user to design for you


empathize:how?

seek stories

talk about feelings

ask “why”

capture your findings


define: what?

construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights


Focus on

individuals


OXO Good Grips


define: how?

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view


space

saturation


Thoughts

Quotes

Feelings

Actions


Thoughts

Quotes

Nuggets

“HUH.”

Feelings

Actions

“WHOA.”

“THIS IS IMPORTANT, BUT

I DON’T KNOW WHERE IT GOES YET.”

“THAT WAS SURPRISING.”


do it now!

45 min: empathy maps & nuggets for users


define: how?

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view


point of view: components

specific user

deep need

empathy-based insight


who’s your user?


what’s a need?


what’s an insight?

• 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?


point of view: components

user

be specific

need

use verbs

insight

= observation + interpretation


point of view: components

specific user

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

need, not solution

what nobody else noticed


point of view: components

user

teenager

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 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

deep need that’s hers, not ours


point of view: components

specific user

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

deep need that’s hers, not ours

surprising finding rooted in empathy work


define: how?

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view


prepare your POV mad-lib

...BECAUSE...

…NEEDS...

user

need

insight

pick one category to start generating


do it now: POV mad-lib

40min group time: mad lib iterations

generate users, needs, insights on post-its

select & synthesize into a point of view

user

be specific

need

use verbs

insight

= observation + interpretation; surprise, contradiction, why this situation is unique


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