Design Thinking: User Empathy

User InterviewsWayne Pau, Emerging Technologies SAPMar28, 2013 Internal

Wayne Pau, Emerging Technologies SAPFeb 4, 2013 – MEIC’s Mobile Accelerator Programme – Workshop #6

Introduction to User InterviewUsing Design Thinking to Create Solutions

© 2012 SAP AG. All rights reserved. 3Internal

My Apology Slide

“If I'm curt with you it's because time is a factor. I think fast, I talk fast and I need you guys to act fast if you wanna get out of this. So, pretty please... with sugar on top…”

- Winston Wolfe (Pulp Fiction)


Overall Agenda

1. Empathy Basics

2. Interview & Prep

3. Collate & Process Data

4. POV & Composites

Empathy Basics


d.School Bootleg

http://dschool.stanford.edu/use-our-methods/


Design Thinking Phase: Empathy

• Core component of “Design Thinking”

• Empathy via:

1. Observe

2. Engage

3. Immerse


Why Empathy?

• Guide, Direct Innovation

• Narrow/Refine Target Users

• Mine for Emotions and Motivations


Quick Video on Empathy

http://www.youtube.com/watch?v=cDDWvj_q-o8




Interview & Prep


Preparing for Interview

• Brainstorm Questions

• Identify Focus, Theme & Order

• Refine and Edit Questions:

• Re-word Leading or Biased Questions

• Expand Yes or No type-questions

• Make vague questions more specific

• Ensure you questions eliciting *FEELINGS*

• Eliminate redundancy

• Simplify questions, short as possible.


Sample Questions

• What was you last cellphone case?

• Can you describe it?

• Did you purchase it? How much did you pay?

• How often do you use you cellphone case? Is it always on your phone?

• Why do you keep using your cellphone case?

• Can you tell a story of when your were thankful you had a cellphone case?


Tips & Tricks

• What makes a successful cellphone case?

• A cellphone case need be black, right?

• Let’s talk a cellphone case a friend has that you think you might like…

• On a scale of 1 to 10, how do you rate your current case?

• Can you draw me what an ideal case would be?

• If you just had $40 to buy a cellphone case because you spent all the rest on apps and there was only 4 choices left at the store in your budget which fix you phone but had various materials and didn’t allow for…


User Interview – Ideal Timeline

(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/interview-for-empathy.pdf)

Collect & Review


Group Story Share

• Catches up Team & distributes info FAST

• Forces speaker to “process” observations

• More evenly distributes input (Equal Voice)

• Trigger collaborative & Additional Questions

• Quickly remove duplicates

• Quickly see patterns


Empathy Map

• I SAY…• I DO… • THINK… • FEEL…

Inferred

Ob

serv

ed

(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/empathy-map.pdf)


Brain Storming Rules

1. One Conversation at a Time

2. Go for Quantity

3. Headline!

4. Build on the ideas of Others

5. Encourage “Wild Ideas”

6. Be VISUAL…

7. Stay on Topic

8. Defer Judgment – No BLOCKING(http://dschool.stanford.edu/wp-content/themes/dschool/method-cards/brainstorm-rules.pdf)


“Stickies” Grouping & Voting

• Start to Group & Categorize

• Focus on Quantity and Quality

• Look for “Patterns”

• Employ Group Voting

POV and Composites


Composite Sketch

• Semi-Fictional

• Give them a Name, Age, Gender, etc

• “Enough” detail for empathy

• Get Team Buy-in for Target User

• Initially *only* focus on Target User


Point of View statements (POV) – Mad Lib

Isolate:

• USER• NEED• INSIGHTInto:

• [USER] needs to [USER’S NEED] because [SURPRISING INSIGHT]

“Semi-Pro Drummer needs portable, silent drum kit so he can practice while travelling on business to keep up his skills.”


Point of View statements (POV) – Wanted Ad

• Think Craigslist or Kijiji

Drummer Wanted. Any skill level. (Newmarket)Two guitarists seeking drummer with small portable kit for ambient space rock jamming/song-writing collaboration.

We're both in our early 40's, pretty easy-going intermediate level players, hoping for about a session per week in a moderate-volume home rehearsal setting in the Newmarket area.

Any skill and experience level, but must be comfortable with jamming and into being a part of a ground-up creative process.


How Might We (HMW)

• Create a list of HMW based on POV• USER + NEED + INSIGHT

1. How to create/produce lighter weight Drum Stands?

2. How to create portable/folding drum kits?

3. How to create a quick set-up drum kit?

4. How to reduce the volume of drum kit?

5. ….


Wrap-Up Exercise

I Like… I Wish…. I Will…

Thank you

Contact information:

Wayne Pau ([email protected])Emerging Technologies

mailto:[email protected]