Overview
This lecture introduces the "Empathize" stage of the design thinking process, emphasizing understanding users' real needs through interviews, observation, and documentation to create meaningful solutions.
The Importance of Empathy in Design Thinking
- Empathy is the first step in design thinking, focusing on deeply understanding users.
- Failing to empathize leads to solutions that don't address real problems.
- Empathy helps avoid designer bias and leads to products that matter to users.
Techniques for Practicing Empathy
- Three main empathy techniques: interviews, observation, and documentation.
- Interviews involve open-ended questions to uncover feelings and frustrations.
- Observation means watching how users interact with products or systems.
- Documentation ensures important insights are recorded for later analysis.
Conducting Empathy Interviews
- Begin interviews by making users feel comfortable and explaining your purpose.
- Use open questions to encourage users to tell stories about their experiences.
- Explore underlying emotions and motivations by asking "why" or "tell me more."
- Ask follow-up questions to dig deeper into user experiences.
- End by thanking participants and summarizing their input.
Common Mistakes in Empathy Research
- Avoid leading questions that bias user responses.
- Don't focus only on what people say—observe their actions too.
- Don't rush the process or skip empathy; it may lead to unwanted products.
Tools and Examples of Empathy in Action
- The empathy map tool helps analyze user experiences and needs through senses, thoughts, pains, and gains.
- Example: Redesigning MRI rooms for kids by making them playful reduced fear.
- Example: "Keep the Change" by Bank of America helped users save money with a simple process.
- Example: Indonesian rail services improved after the CEO empathized directly with passengers.
Key Terms & Definitions
- Empathy — Understanding users' feelings, experiences, and needs from their perspective.
- Design Thinking — A problem-solving approach starting with understanding users.
- Empathy Map — A tool to explore what users see, hear, think, feel, say, and do.
- Interview — A structured conversation with users to uncover insights.
Action Items / Next Steps
- Practice empathy techniques: conduct an interview, observe a user, and document findings.
- Reflect on what your user truly needs before designing solutions.