What Are We Actually Doing These 2 days?
Deepen the local Hawaiian experience
for visitors.
Cultural Experiences
Environmental Experiences
How do visitors experience Hawaii?
How do locals experience Hawaii?
Deepen the local Hawaiian experience
for visitors.
empathize: what?
empathize: what?
When you feel what the other person is feeling.
When you can mirror their expression, their opinions,
and their hopes.
empathize: what?
Talk Story
empathize: why?
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Look for needs that are meaningful to THEM, not to you.
empathize: why?
to discover people’s expressed and latent needs so that you
can meet them through your design solutions.
empathize: how?
empathize: how?
without judgment
with a beginner’s eyes
with curiosity
optimistically
respectfully
empathize: how?
immerse
observe
engage
immerse yourself in the situations and
experiences your user has
empathize: how?
immerse
observe
engage
observe what your user is doing,
how s/he is doing it,
and what prompted the behavior
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what :: how :: why
what is this person (or persons) doing?
Notice what is happening both with the person and the context he/she
is functioning within.
how are they doing it?
pretend you are describing the picture to someone
not looking at it.
why are they doing it this way?
take a guess. start to form a story. then ask.
empathize: how?
immerse
observe
engage
empathize: how?
1. seek stories
2. talk about feelings
3. ask “why”
Questions:
1. “Tell me about the last time you…”
2. “What was the best…” “What was the worst…
3. “And why is that?” “Can you tell me more
about that?”
empathize is NOT:
1. Thinking you are a user and can design from
your experience
2. Asking your user to design for you
empathize: how?
1. seek stories
2. talk about feelings
3. ask “why”
4. capture your findings
FRAME
define: what?
construct a point of view, a unique, concise
reframing of the problem that is grounded in user
needs & insights
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Focus on
individuals
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45
OXO Good Grips
define: how?
come together and understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
space
saturation
Quotes
Actions
Thoughts
Feelings
Quotes
Actions
Thoughts
Feelings
do it now!
45 min: empathy maps & nuggets for users
define: how?
come together and understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
point of view: components
specific user
deep need
empathy-based insight
who’s your user?
what’s an insight?
• Why do you think this user really has this need?
• Why is this need surprising or interesting?
• How does this user/need play out in this
context?
point of view: components
user
be specific
need
use verbs
insight
= observation + interpretation
point of view: components
user
desperate nepali mother
specific user
need
to keep premature baby warm in
the early hours
insight
most mothers don’t have the means
to bring their baby to a hospital
need, not
solution
what nobody else
noticed
point of view: components
user
teenager
need
to eat healthy food
insight
certain nutrients are necessary for physical
and cognitive health and development
point of view: components
user
9th grade girl at a new school
specific user
need
to eat healthy food
insight
certain nutrients are necessary for physical
and cognitive health and development
point of view: components
user
9th grade girl at a new school
specific user
need
to feel socially accepted while
eating healthy food
insight
certain nutrients are necessary for
physical and cognitive health and
development
deep need
that’s hers,
not ours
point of view: components
user
9th grade girl at a new school
need
to feel socially accepted while
eating healthy food
insight
in her hood, a social risk is more
dangerous than a health risk
specific user
deep need
that’s hers,
not ours
surprising finding rooted in
empathy work
define: how?
understand the experience
identify user, reveal the needs, articulate insights
reframe the problem into a new point of view
prepare your POV mad-lib
user
need
insight
pick one category to start generating
do it now: POV mad-lib
40min group time: mad lib iterations
generate users, needs, insights on post-its
select & synthesize into a point of view
user
be specific
need
use verbs
insight
= observation + interpretation; surprise, contradiction,
why this situation is unique