empathy (1).pdf

Activity 1: Empathy Challenge Pair up and spend 2 minutes each describing their morning routine to their partner. The listener must then summarize what they heard, focusing on understanding their partner's experience. Show the notes to the other. Discuss: How accurately did your partner capture you...

Activity 1: Empathy Challenge Pair up and spend 2 minutes each describing their morning routine to their partner. The listener must then summarize what they heard, focusing on understanding their partner's experience. Show the notes to the other. Discuss: How accurately did your partner capture your experience? What details did they miss or emphasize?  IN DESIGN THINKING, EMPATHY IS, AS EXPLAINED IN IDEO’S HUMAN-CENTRED DESIGN TOOLKIT, A ―DEEP UNDERSTANDING OF THE PROBLEMS AND REALITIES OF THE PEOPLE YOU ARE DESIGNING FOR. IT INVOLVES LEARNING ABOUT THE DIFFICULTIES PEOPLE FACE, AS WELL AS UNCOVERING THEIR LATENT NEEDS AND DESIRES IN ORDER TO EXPLAIN THEIR BEHAVIORS. TO DO SO, WE NEED TO HAVE AN UNDERSTANDING OF THE PEOPLE’S ENVIRONMENT, AS WELL AS THEIR ROLES IN AND INTERACTIONS WITH THEIR ENVIRONMENT. 1. Observe. 2. Engage. 3. Immerse Activity 2: FEEL ME…. WHY? List down your last research title and recall the SOP. 1. Discuss: What was considered by you in designing the your last research project? Do you still want to continue your research? Why yes? Why not? As the maker, did you empathize first to your target users before designing the product? What do you think will be the fate of your product if you empathizes to its target users? Assuming that you will apply empathizing in the Design Thinking Process, what do you think would be its role? Explain. 1. Abandon your ego 2. Adopt humility 3. Be a good listener 4. Hone your observation skills 5. Care 6. Be curious 7. Be sincere Activity 3: Once Again. Go back to your previous groupmates and plan again your last research project but this time applying Empathy. Follow the format and write it on the Manila Paper. Title: Problem why the product is needed: Target users: New SOP: New Empathy-based Innovation Solution (with drawing): After, proceed with a "Gallery Walk" where students display their work. Have students leave constructive feedback on sticky notes for their peers' work.  Lets Talk More about this… -What is empathy? -How is empathy different from sympathy? -What is the role of empathy in the DTP process. -How to empathize? Why empathize?  What is empathy? -In a general sense, empathy is our ability to see the world through other people's eyes, to see what they see, feel what they feel, and experience things as they do. -This is done by putting aside our own preconceived ideas and choosing to understand the ideas, thoughts, and needs of others instead.  Empathy vs. Sympathy -Sympathy, a word often confused with empathy, is more about one's ability to have or show concern for the wellbeing of another, whereas to sympathize does not necessarily require one to experience in a deep way what others experience.  Empathy vs. Sympathy - Additionally, sympathy often involves a sense of detachment and superiority; when we sympathize, we tend to project feelings of pity and sorrow for another person. - This feeling of pity and sorrow may not only rub people up the wrong way, but it is also useless in a Design Thinking process. - In empathy in Design Thinking, we are concerned with understanding the people for whom we are designing solutions— for doing something that can help them. When we visit our users in their natural environments in order to learn about how they behave, or when we conduct interviews with them, we are not seeking for opportunities to react to the people; rather, we want to absorb what they are going through, and feel what they are feeling.  Why do we need to empathize? - 1. Empathy helps us gain a deeper appreciation and understanding of people's emotional and physical needs, and the way they see, understand, and interact with the world around them. - 2. It will also help us to understand how all of this has an impact on their lives generally, specifically within the contexts being investigated. Unlike traditional marketing research, empathic research is not concerned with facts about people (such as their weight or the amount of food they eat), but more about their motivations and thoughts (for instance, why they prefer to sit at home watching TV as opposed to going out for a jog). It’s inherently subjective, since there is a fair amount of interpretation involved in finding out what people mean rather than what they say.  Empathy in the DTP - Empathize strategy is a strategy in the Design Thinking Process wherein we need to put ourselves in the shoes of other person to have a deep understanding of the problems and realities of the people you are designing for. It involves learning about the difficulties people face, as well as uncovering their latent needs and desires in order to explain their behaviors. - To effectively empathize we need to observe, engage and immerse ourselves to situations and problems we want to address.  Empathy in the DTP - Empathizing is very important in Design Thinking Process. It helps us gain a deeper appreciation and understanding of people's emotional and physical needs, and the way they see, understand, and interact with the world around them. - Also, it enables us to understand how all of this has an impact on their lives generally and specifically within the contexts being investigated.  Aristotle’s The 7 Elements What- Using of Good How-Why Analogies Story Method Telling  5 Empathy Conducting WHY’S? Mapping Empathy Interviews  Lets Do This! -Group 1: When Red Balloons Fly -Group 2: The What-How-Why Method -Group 3: Using Analogies -Group 4: 5 Why’s?  helps us empathize with the people we design for by asking the right questions. Asking the right questions will help us understand and tell the most essential stories about our users’ needs, motivations, and problems.  The Story What are the character(s) doing? What are they trying to accomplish? The characters are ◎ Overcoming some kind of obstacle or challenge ◎ Trying to change his or her fortune ◎ Striving to reach his or her goal  Plot: User Journey and Goals In a design thinking project, the PLOT tells us ◎ collection of user journeys and goals ◎ about struggles and how people try to improve aspects of their lives What is the overarching obstacle that need to be crossed or the end goal? The plot tells the story of your user that wants to travel from one place to another, or perform several actions and reach an end result. The user is your hero and as designer, you are the writer who decides what happens to the hero and the journey he or she will be able to take.  Characters: Users/Target Audience Who are the people? What are their traits/personalities? What are their backgrounds, needs, aspirations, and emotions? The plot tells the story of your user that wants to travel from one place to another, or perform several actions and reach an end result. The user is your hero and as designer, you are the writer who decides what happens to the hero and the journey he or she will be able to take.  Theme: ”Our” Approach to the Solution The theme ◎ Makes a story appealing to a certain audience ◎ Can be described as a genre ◎ Can be something abstract like “revenge” if the writer chooses to highlight the type of behavior ◎ The theme is “our” approach to the solution. ◎ The way you choose to approach a problem should define what you value as a designer. If you choose your theme wisely, this will make you stand out as a designer or as a company and appeal to the right target audience.  Dialogue: Tone of the Text & Type of Communication What are the people saying? Are they angry, disappointed, sad, or happy? While observing their dialogue, are you losing focus on the things they did not say? It is crucial to keep track of how we, the observers, speak to the people we are observing. ◎ We don’t want our users to get their guards up and put a limit on how much we can learn from them. In the design thinking process, the following influence the effectivity of your concept: ◎ Choice of icons (visual language) ◎ Typeface and tone of the text  Melody/Chorus: Recognizable to the User How do you feel while watching the movie clip? To which character do you relate the most? Why? The melody/chorus ◎ To be effective, your stories should have a chorus that resonates with your emotions and convictions. ◎ The power of storytelling often lies in its ability to stir emotion and motivate us to find a solution.  Décor: The Set What is the setting and physical environment in the story? The décor refers to the visual and/or graphic design. ◎ Your concept appeals to your user in both appearance and atmosphere. ◎ Your visual design compliments the other elements. As a design thinker, you should pay attention to the opportunities or obstacles present in your users’ environments.  Spectacle: Plot Twist Are there plot twists in the story? The spectacle includes ◎ Plot twist ◎ Clever, surprising, impressive little details In the Spectacle it is your time to be creative, shine and impress your audience! ◎ The Spectacle includes the extras.  used while observing people to help you dive into your observations and derive deeper levels of understanding.  used to explore the cause-and- effect relationships underlying a particular problem  where we made a comparison between two things. They allow us to express our ideas and explain complex matters in an understandable and motivational way used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to create a shared understanding of user needs, and aid in decision making.  It allows us to understand emotions, motivation and choices the user makes. These in turn also allows us to become familiar with their needs and design to satisfy them.  Homework - Interview people that are connected to your recent innovations. - Construct your own empathy map based on the problem/topic you have chosen from the previous activity. - Use the format given.  Conducting an Interview with Empathy Task: Construct guide questions which you can use in conducting interview with empathy based on the problem/topic you have chosen from the previous activity. Below are your guide questions in constructing your own questions. Guide questions in constructing you own questions: 1. How can you help address/solve your identified problem? 2. How are you going to improve the existing product or service you want to study? 3. How can you help your community needs?