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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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slide5
Cultural Experiences

Environmental Experiences

slide6
How do visitors experience Hawaii?

How do locals experience Hawaii?

slide11
empathize: what?

When you feel what the other person is feeling.

When you can mirror their expression, their opinions,

and their hopes.

slide13
empathize: what?

When you feel what the other person is feeling.

When you can mirror their expression, their opinions,

and their hopes.

Talk Story

slide19
empathize:why?

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

slide21
empathize:how?

without judgment

with a beginner’s eyes

with curiosity

optimistically

respectfully

slide22
empathize:how?
  • immerse
  • observe
  • engage
slide24
empathize:how?
  • immerse
  • observe
  • engage
slide25
observe what your user is doing,

how s/he is doing it,

and what prompted the behavior

slide26
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.

slide28
empathize: how?
  • immerse
  • observe
  • engage
slide29
empathize:how?

seek stories

talk about feelings

ask “why”

slide30
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?”

slide31
empathize is NOT:

Thinking you are a user and can design from your experience

Asking your user to design for you

slide32
empathize:how?

seek stories

talk about feelings

ask “why”

capture your findings

slide40
define: what?

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

slide43
Focus on

individuals

slide47
define: how?

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

slide48
space

saturation

slide49
Thoughts

Quotes

Feelings

Actions

slide50
Thoughts

Quotes

Nuggets

“HUH.”

Feelings

Actions

“WHOA.”

“THIS IS IMPORTANT, BUT

I DON’T KNOW WHERE IT GOES YET.”

“THAT WAS SURPRISING.”

slide51
do it now!

45 min: empathy maps & nuggets for users

slide52
define: how?

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

slide53
point of view: components

specific user

deep need

empathy-based insight

slide57
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?

slide58
point of view: components

user

be specific

need

use verbs

insight

= observation + interpretation

slide59
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

slide60
point of view: components

user

teenager

need

to eat healthy food

insight

certain nutrients are necessary for physical and cognitive health and development

slide61
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

slide62
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

slide63
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

slide64
define: how?

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

slide65
prepare your POV mad-lib

...BECAUSE...

…NEEDS...

user

need

insight

pick one category to start generating

slide66
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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