Good day everyone. Today we're going to begin exploring the very first stage of the design thinking process. Empathize. Before we start designing anything, we first need to ask who are we designing for and what do they truly mean? Well, that's the essence statistics. Before I begin, let me ask you a quick question. How many of you have ever bought something that didn't actually solve your problem? Yes, exactly. That usually happens because the designers fail to empathize with the user. Emphathize means trying to understand users deeply, their experiences, their struggles, and their motivations. It's an effort to walk in someone else's shoes. Now, you may ask, why is this important? Because as engineers and designers, we often come with our own biases. We think we know what people need, but unless we take time to listen and observe, we might be solving the wrong problem. Now according to the book engineering design of projectbased introductions they told us that empathy helps us avoid biased decisions and allows us to design a solutions that actually matter to users. Now you may ask how do we practice empathy and design? Well, basically there are three main techniques. First one is the interview. You need to have a structured conversations with users. So not just yes or no questions but open ones that reveal feelings and also frustrations. Second one is the observation. Well, you need to watch how people actually interact with a product, a process or even a system. Last but not least is the documentations. You need to capture what you see and hear so you don't lose insights. So now imagine you're designing a chair for students. What kind of questions would you ask in an interview? What would you observe in the classroom? You may ask these questions in your head before you actually doing advertising. In fact, design is really a process of questioning to clarify what users really want. So, we need some things. We need curiosity to genuinely want to know more. We also need vertical thinking to connect the dots and identify the real issues and then we also need communication ability that is to ask clear questions and listen very well. Now, a interviews are structured conversations that will uncover insights we can get from surveys or like making assumptions. This slide shows us a guideline for how to conduct an empathy interview. Notice that it's drawn like a curve because an interview has a flow just like a story. Introduce yourself and your partner. The This first step is to make the user feel comfortable. Tell them who you are and why you are there. A casual talk to build rapport before you jumping into the design problem. Talk casually about their day, their experiences so the conversation feels natural and then share the design talents. Now at this point you can frame the context. For example, we're working on improving the classroom experiences for students. Something like that. And then you ask for stories. Don't just ask yes or no questions. Instead, invite them to tell stories like, "Can you tell me about a time when something happened?" Stories reveal real experiences, emotions and also motivations. Next, you explore emotions and motivations. Now, this is the peak of the interview. Ask why or tell me more to go deeper. The goal here is to uncover what they really feel, not just what they say. And then you do follow-up questions as they share dig into details. Sometimes the most valuable insights come from probing further. And then you can close the interview by always thank them sincerely. Wrap up by summarizing what you heard so they feel their input is valuable. So an empathy interview is not about proving our ideas. It's about listening. If we follow this guideline, we'll walk away with insights that are much richer than a simple survey. And those insights will form a foundation for creating meaningful solutions. Of course, there are common mistakes. So, you can see the list of mistakes in the slides. What are the mistakes and the consequences that it may bring? For example, asking leading questions that push the user to say what we want to hear and then maybe focusing only on what people say but ignoring what they actually do. Maybe another problem is rushing through the process because we want to jump into solutions. Skipping empathy leads to product that nobody wants. So you don't want to make these mistakes. One useful tool is to think about the user experience through their senses. You can see the empathy map on the slides. See there are questions like what do they see? What do they hear? What do they say and do? What do they think and feel? And most importantly what are their pains and gains. This approach will help us translate the observations into design requirements. Let's look at two examples. First one is the healthcare industry. Now kids were afraid of MRI machines. Instead of making a new machine, the designers reimagine the MR room as a pirate adventure. Now with empathy they turn the fear into fun. You can see the details on the YouTube videos. Second one is the finest industry. Bank of America noticed that baby boomers struggled with saving money and their solution is keep the change. Automatically rounded up transactions and saved the difference. Simple, but it led to 2 million new customers and about $2 billion safe. Now, both cases show that empathy doesn't always mean high-tech solutions. Sometimes the best ideas are simple but human centered. Even in Indonesia, we've seen empathy in action. For example, Ignasius Jonah, former CEO of Pekkai personally experienced train services as a regular passenger. By empathizing directly, he transformed Kai's services to be more user friendly. You can now see that the commit line is one of the most favorite public transport used by people. So to summarize, empathy is about deeply understanding the users. We practice it through interviewing, observing and also documenting. We try to avoid bias and by questioning and listening carefully and with empathy we can design not just products but a meaningful solutions. Now, as you move forward, ask yourself, what does my user truly need? Not what I think they need, but what they actually feel, experience, and hope for. Thank you for watching the videos, and see you in the next videos.