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DT-UNIT-II Role of Empathy

The document outlines the objectives and importance of design thinking, emphasizing empathy as a crucial element in understanding user needs and behaviors. It provides methods for developing empathy, such as interviews and observation, and introduces the concept of empathy maps to visualize user experiences. Additionally, it offers guidance on conducting empathy mapping sessions effectively to enhance design outcomes.

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Mohammed umar Farhan
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3 views17 pages

DT-UNIT-II Role of Empathy

The document outlines the objectives and importance of design thinking, emphasizing empathy as a crucial element in understanding user needs and behaviors. It provides methods for developing empathy, such as interviews and observation, and introduces the concept of empathy maps to visualize user experiences. Additionally, it offers guidance on conducting empathy mapping sessions effectively to enhance design outcomes.

Uploaded by

Mohammed umar Farhan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DESIGN THINKING

COURSE OBJECTIVES:

To impart knowledge on design thinking process for understanding


complex designs.
To provide design skills to analyze design thinking issues and apply the
tools and techniques of design.
To inculcate attitude to solve societal problems using design thinking
tools.
Empathy

Empathy is “the ability to share someone else’s feelings or


experiences by imagining what it would be like to be in that
person’s situation.
Simply put, empathy involves putting yourself in
someone else’s shoes.
 To successfully empathize with users, designers will
need to shelve their own perceptions, beliefs, and biases.
They will need to become listeners and show the user
that not only have they identified their challenge, they
understand it.
Designers need to build empathy for their users in order to take
the right course of action.

3
Role of Empathy in Design Thinking

 Empathy is the cornerstone of any successful design project.

 The extent to which you understand and empathise with your


users ultimately determines the outcome of your design.
 Main objectives of the empathise stage is to identify user
needs and behaviours that are latent, or unarticulated.
 Empathic research and design is not concerned with facts
about the user, such as their age or location.
 Rather, it focuses on their feelings towards a product and their
motivations in certain situations
How to become Empathetic Designer

Practice empathy in your everyday life


The power of facial expressions
Assume a beginner’s mindset (Listen, don’t judge!)
Pay attention to body language
Key Empathy Building Methods

Empathy interviews
Immersion and observation
Constant curiosity: Ask what, how, and why?
What? Refers to the details of what has happened: for
example, the user took the following actions when
entering their payment details on an ecommerce website.
How? Here you will consider how the user has completed
these actions. What were their facial expressions? Were
they exerting a lot of effort? Did they seem at ease,
frustrated, or confused?
Why? Now it’s time to make some educated guesses
about the user’s motivations and emotions as they
complete these tasks.
Empathy maps
• Following can be few of the questions that can be
asked to the employees.
• Regarding Motivation to Work
– What motivates you to come at the workplace?
– What is the thing that drains you off energy at
workplace?
– Is the factor for demoralization related to company
policies or your peers?
• Regarding Leaving the Company
– What are your aspirations?
– How is the other company fulfilling your aspirations?
– Is your decision related to something other than
workplace motivation?

7
• Regarding Time of Leaving
– How does this time suit your decision to leave the
organization?
– Does your decision has anything to do with appraisal? If
yes, how?
• The following questions must be asked to DT’s
management.
• Regarding Employee Attrition
– Has any pattern been observed between the employees
leaving the organization and their appraisal ratings?
– What are the issues that the employees have
complained about in the past regarding their workplace?

8
• Regarding Knowledge Transfer Mechanism
– What does a knowledge transfer program constitute of?
– How much money goes as expense of knowledge
transfer program?
– What is the current methodology of knowledge transfer
program and how effective is it?
– How can the budget allocated to knowledge transfer
program be increased or decreased?
– What are the indispensable resources and pre-requisites
for a knowledge transfer program?

9
Empathy Map (Paul Boag)

10
Empathy Map (Paul Boag)

• Feelings – How is the user feeling about the experience?


What matters to him or her?
• Tasks – What tasks are users trying to complete?
• Influences – What people, things, or places influence how
the user acts?
• Pain points – What pain points might the user be
experiencing that they hope to overcome? What are their
fears, frustrations, and anxieties?
• Goals – What is the user’s ultimate goal? What are they
trying to achieve?
11
When should you use Empathy Maps
 Empathy maps are best used from the very beginning of
the process.
 Ideally, they should be created right after initial
user research is done.
 They’ll have a substantial impact on product requirements
and help product teams develop a meaningful value
proposition.

12
Five things to do before the session
 Define your primary purpose for empathy mapping
 Conduct research
 Don’t do it alone
 Make sure you will have enough time for the session
 Invite an experienced moderator to the session

13
Five things to do during and after the
session
 Always do a one-to-one mapping
 Create context
 Add the basic characteristics of the persona
 Encourage team members to talk about their thoughts
 Summarize the results

14
• Empathy maps developed during design thinking sessions.
Participants placed sticky notes with ideas about the user
onto the respective section of the empathy map. Image by
IBM.

15
Things to do after the session

 Use the empathy map as a reference


 Turn your empathy map into a poster

16
• Turn an empathy map into a poster and hang it in a high
traffic area in your workspace. Image by Paul Boag.
17

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