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Empathy At the heart of innovation Karl-Magnus Möller @unicornsulting

Empathy at the heart of innovation

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Page 1: Empathy at the heart of innovation

Empathy At the heart

of innovationKarl-Magnus Möller

@unicornsulting

Page 2: Empathy at the heart of innovation

Karl-Magnus ‘Kalle’ Möller

Page 3: Empathy at the heart of innovation

Karl-Magnus ‘Kalle’ MöllerR&D

Ericsson, Combitech, HiQ 1996 — 2011

Page 4: Empathy at the heart of innovation

Karl-Magnus ‘Kalle’ MöllerR&D

Ericsson, Combitech, HiQ 1996 — 2011

INNOVATION SPECIALISTEricsson

2011 — 2013

Page 5: Empathy at the heart of innovation

Karl-Magnus ‘Kalle’ Möller

INNOVATION DRIVER Ericsson Gothenburg

2014 — 2016

R&DEricsson, Combitech, HiQ

1996 — 2011

INNOVATION SPECIALISTEricsson

2011 — 2013

Page 6: Empathy at the heart of innovation

Karl-Magnus ‘Kalle’ Möller

INNOVATION DRIVER Ericsson Gothenburg

2014 — 2016

R&DEricsson, Combitech, HiQ

1996 — 2011

INNOVATION SPECIALISTEricsson

2011 — 2013

Page 7: Empathy at the heart of innovation

SIMPLE EXERCISE

Page 8: Empathy at the heart of innovation

SIMPLE EXERCISE

Pair up with someone next to you and keep looking at each other.

Page 9: Empathy at the heart of innovation

SIMPLE EXERCISE

Pair up with someone next to you and keep looking at each other.

Snap your fingers five times.

Page 10: Empathy at the heart of innovation

SIMPLE EXERCISE

Pair up with someone next to you and keep looking at each other.

Snap your fingers five times.Draw the capital letter E on your forehead.

Page 11: Empathy at the heart of innovation

WHAT DID YOU GET?

Page 12: Empathy at the heart of innovation

WHAT DID YOU GET?

Page 13: Empathy at the heart of innovation

WHAT DID YOU GET?

Page 14: Empathy at the heart of innovation
Page 15: Empathy at the heart of innovation

¥100

Page 16: Empathy at the heart of innovation
Page 17: Empathy at the heart of innovation
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?

Page 19: Empathy at the heart of innovation

INNOVATIONThe creation of new, better or more

effective products, processes, services, technologies, or ideas that

are readily available to markets, governments, and society.

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DesirabilityPeople

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DesirabilityPeople

ViabilityBusiness

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DesirabilityPeople

ViabilityBusiness

FeasibilityTechnology

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DesirabilityPeople

ViabilityBusiness

FeasibilityTechnology

Sweet spot for innovation

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DesirabilityPeople

ViabilityBusiness

FeasibilityTechnology

Page 25: Empathy at the heart of innovation
Page 26: Empathy at the heart of innovation
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Page 29: Empathy at the heart of innovation

Affective/Emotional Empathy

The capacity to respond with an

appropriate emotion to another’s mental state

Page 30: Empathy at the heart of innovation

Cognitive Empathy

The capacity to understand another’s

perspective or mental state

Affective/Emotional Empathy

The capacity to respond with an

appropriate emotion to another’s mental state

Page 31: Empathy at the heart of innovation

Cognitive Empathy

The capacity to understand another’s

perspective or mental state

Page 32: Empathy at the heart of innovation

WHY EMPATHY?

Page 33: Empathy at the heart of innovation

WHY EMPATHY?Because you are not the user…

…and the problems you are

trying to solve are not your own.

Page 34: Empathy at the heart of innovation

“If I had asked people what they wanted, they would have said

faster horses.” - Henry Ford

Page 35: Empathy at the heart of innovation
Page 36: Empathy at the heart of innovation

How the customer

explained it

Page 37: Empathy at the heart of innovation

How the customer

explained it

How the requirementswere defined

Page 38: Empathy at the heart of innovation

How the customer

explained it

How the requirementswere defined

How it wasimplemented

Page 39: Empathy at the heart of innovation

How the customer

explained it

How the requirementswere defined

How it wasimplemented

How it wasdescribed tothe market

Page 40: Empathy at the heart of innovation

How the customer

explained it

How the requirementswere defined

How it wasimplemented

How it wasdescribed tothe market

What the user really needed

Page 41: Empathy at the heart of innovation

How the customer

explained it

What the user really needed

Page 42: Empathy at the heart of innovation

How the customer

explained it

What the user really needed

Page 43: Empathy at the heart of innovation

HOW TO EMPATHIZE

Page 44: Empathy at the heart of innovation

HOW TO EMPATHIZE

Watch

Page 45: Empathy at the heart of innovation

HOW TO EMPATHIZE

Watch Listen

Page 46: Empathy at the heart of innovation

METHODS

Page 47: Empathy at the heart of innovation

Non-directed Interviews

METHODS

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Contextual Inquiry

Non-directed Interviews

METHODS

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TOOLS

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TOOLS

Personas

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TOOLS

Prototypes & User tests

Personas

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TOOLS

SynthesisPrototypes & User tests

Personas

Page 53: Empathy at the heart of innovation

WHICH USERS?

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WHICH USERS?

?

Page 55: Empathy at the heart of innovation

EXTREME USERS

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EXTREME USERS

! !

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Page 59: Empathy at the heart of innovation

WHICH USERS?

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WHICH USERS?

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WHICH USERS?

Page 62: Empathy at the heart of innovation

WHAT ABOUT THE STRANGE

EAR PICK?

Page 63: Empathy at the heart of innovation

ABCC11

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ABCC11

Page 65: Empathy at the heart of innovation

MIMIKAKI

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Page 68: Empathy at the heart of innovation

!!!

Page 69: Empathy at the heart of innovation

THANK YOU!

Photo credits:Double E’s - Adam Galinsky, Blackwell Publishing Brainz - Public Domain Tree swing cartoon - www.projectcartoon.comDesign Thinking hexagons - d.schoolCheshire cat - DisneyEarpick: Rakuten Other photos: K-M Möller

@unicornsulting

[email protected]

This work is licensed under a Creative Commons Attribution 4.0 International License.

Page 70: Empathy at the heart of innovation

OH, HAI!CHECK OUT

THEEZ BACKUP SLAIDSKTHNX

Page 71: Empathy at the heart of innovation

DesirabilityPeople

Page 72: Empathy at the heart of innovation

DesirabilityPeople

ViabilityBusiness

Page 73: Empathy at the heart of innovation

DesirabilityPeople

ViabilityBusiness

FeasibilityTechnology

Page 74: Empathy at the heart of innovation

DesirabilityPeople

ViabilityBusiness

FeasibilityTechnology

Sweet spot for innovation

Page 75: Empathy at the heart of innovation

DesirabilityPeople

ViabilityBusiness

FeasibilityTechnology

Sweet spot for innovation

Page 76: Empathy at the heart of innovation

DO’s• Ask about behaviors, not feelings • Don’t judge their answers • Take notes, document in many ways • Share observations and interviews

Page 77: Empathy at the heart of innovation

DON’Ts• Not being inquisitive, curious, enough • Overly disrupting the task • Failing to respect your participants • Slipping into abstraction