DT Session 2 - Empathize.pdf

Module 1: Design Thinking – Session 2 September 25, 2024 – October 16, 2024 Rama Maher Session 2 Agenda Phase 1: Activities of the Conducting Quiz Roses and thorns Empathize - Day - Overview Phase 1 Introduction...

Module 1: Design Thinking – Session 2 September 25, 2024 – October 16, 2024 Rama Maher Session 2 Agenda Phase 1: Activities of the Conducting Quiz Roses and thorns Empathize - Day - Overview Phase 1 Introduction Activities: User interviews Empathy maps Personas Journey mapping Design thinking is a human- centered approach to problem-solving that involves understanding user User Interviews Empathy Maps needs, redefining problems, and Understand creating innovative solutions through users and their Personas iterative processes. needs through Journey Maps observation, 1 interaction, and immersion Empathize POV Statements 5 Whys Synthesize the 2 5 Test prototypes with Observational studies HMW statement findings from the Define Test users, gather Interviews empathize phase feedback, and into a clear problem Surveys and Questionnaires refine the statement solution Usability Testing 3 4 Ideate Prototype Generate a wide Brainstorming range of ideas Mind Mapping and potential Dot Voting solutions SCAMPER Create tangible Paper Prototyping Impact Effort Matrix representations of Wireframes ideas to explore and evaluate them 3D Prototyping Interactive prototypes Activity: Morning Papers Take 3 minutes to write down anything on your mind, without taking your pen off your paper! Phase 1: Empathize - Introduction Empathize Phase - Introduction Empathy is the ability The Empathy Phase It involves: The goal of this phase to understand and is the starting point for Observation: Watching is to build empathy for share the feelings, gathering inspiration how users interact with the users, meet their thoughts, and from real user products, services, or needs and solve their experiences of others. insights, where the their environment. problems effectively. It involves putting focus is on deeply Engagement: Actively It ensures that the yourself in someone understanding the interacting with users design process is else's shoes to users' needs, feelings, through interviews, centered around real perceive situations and challenges, to surveys, etc. people, not from their perspective. identify opportunities Immersion: Being in the assumptions. for innovation. users’ shoes by experiencing their journey. When did you last feel that a product/service resonated with your needs? Activities of the Day Activities of the Day - Overview User Interviews: Engage with users Empathy Maps: Use this tool to to gather deep insights, by visually represent what users say, conducting one-on-one interviews think, feel, and do to better to understand their experiences, understand their experiences. needs, and pain points. Journey Maps: Map out the user's Personas: Develop detailed experience toward achieving a fictional profiles of typical users to certain goal to identify pain points represent different user groups. and opportunities for improvement. Empathy Phase Tools and Activities Surveys and Questionnaires: Observation: Watching users in Gathering quantitative data on their natural environment to see user opinions, behaviors, and how they interact with a product needs. or service. Shadowing: Following users Contextual Inquiry: Engaging throughout their day to observe with users in their own their behaviors and challenges environment to observe and ask in real-time. questions about their tasks.  Activity 1: User Interviews Define the Identify Prepare Create Conduct the Capture End Synthesize Objective Participants Questions Comfort Interview Insights Positively Insights Clarify the Select Use open- Build rapport Start broad, Take notes Thank Analyze and problem and diverse ended, and actively probe for on key participants group focus areas. users who experience- listen to details, and points and and invite findings to represent based users. stay neutral. emotions. follow-up. understand your target questions user needs. audience. without leading. Interview Questions – Categories and Examples General Experience: Can you walk me through a typical day in [the context in which you are framing the question]? What are your biggest challenges or frustrations in this area? Pain Points: What specific problems do you encounter when [doing a task]?How do you feel when things don’t go as expected in this situation? Can you describe a recent experience where you felt frustrated or satisfied while using [a service/product]? Emotions: How do you feel when you encounter this issue? Can you describe a recent experience where you felt particularly frustrated or satisfied while using [a product/service]? What would make the experience better for you? Interview Questions – Categories and Examples Current Solutions: How do you currently deal with [specific issue] or challenge? What tools or methods do you use to overcome these challenges? Are they effective? What steps do you typically take when you encounter a roadblock in [a task]? Needs and Desires: If you could change one thing about your current experience, what would it be? What do you wish could be improved in this process? What features or aspects of a product/service are most important to you, and why? Motivations: What motivates you to continue using [service/product] despite the challenges? What keeps you coming back to this solution? How do you make decisions when choosing between different solutions or options? Future Expectations: What does your ideal solution to this problem look like? How would you envision this experience being significantly better in the future? Activity 1: Conduct a Rapid User Interview 1 2 3 Take 5 minutes to Split into two large Take 5 minutes to clarify your objectives groups: interviewers interview one person and put together 4 or and interviewees, about your idea 5 questions with your groups will switch group Tool 2: Empathy Map Empathy maps are a powerful tool used to better understand the users' experiences, emotions, and perspectives, and help capture insights about their behavior and feelings, providing a holistic view of their needs. The goal is to put yourself in the shoes of the user and gain a deeper emotional connection to their experience. Empathy maps help translate user experiences into actionable insights, ensuring the design solutions are truly user-centered. Tool 2: Empathy Map Gather your data: Fill out the map: based Discuss and refine: Use insights: leverage conduct research on on the insights collaborate with your the empathy map to your user through gathered, fill in each team to analyze and drive the next stages of interviews, section (says, thinks, interpret the empathy the design process, observations, and does, feels) with map, looking for such as defining user surveys. observations from patterns or key insights. problems and ideating users. solutions.  1 2 3 Activity 2: Fill out the empathy Take a photo and Share your map with Empathy Maps map with insights you have gathered hand it in your group and work together toward a from your interviews group map + any other insights you have Tool 3: Personas Personas are fictional characters, which you create based upon your research and insights gathered to represent the different user types that might use your service or product in a similar way. Personas help you understand a target user's goals, needs, experiences, motivations, behaviors, habits, and pain points in more depth. Tool 4: Journey Maps Journey Maps are visual representations that depict a user's experience while interacting with a product, service, or system, or to achieve a specific goal. They illustrate the user's emotions, thoughts, and actions at various stages of their journey, offering further valuable insights into their motivations, pain points, and needs. During the empathy phase, journey maps help teams understand users deeply by: Visualizing the Experience: They outline the steps users take, from initial awareness to final interaction, highlighting key touchpoints. Identifying Emotions: The maps often include emotional highs and lows, revealing where users feel satisfied or frustrated. Uncovering Pain Points: By pinpointing challenges within the journey, teams can focus on areas for improvement. Facilitating Communication: Journey maps serve as a shared reference for team members, fostering collaboration and aligning on user needs. Overall, they are a crucial tool for building empathy and driving user-centered design solutions, as it captures the story of a user’s experience with a product or service from start to finish. Source: https://media.nngroup.com/media/articles/attachments/JMTemplate.pdf Source: https://www.nngroup.com/articles/journey-mapping-101/ Questions?