This presentation outlines 4 key techniques for generating empathy in design teams and processes.

1. Techniques for Empathy in Design
JIM KALBACH, USEEDS

2. JIM KALBACH
Principal UX Strategist, USEEDS°
Rutgers University, USA
Designing Web Navigation
www.xing.com/profile/James_Kalbach
@jameskalbach
www.ExperiencingInformation.com
www.UxToGo.com
USEEDS° user centred thinking 2

3. Why Get Closer To The Customer?

4. „ A company's primary responsibility is to serve its customers.
„
PETER DRUCKER, THE PRACTICE OF MANAGEMENT (1954)

5. „ Find the truth by
listening to customers.
Follow them and
understand their lives.
Growth StrategyThen focus the whole
organization around
Tesco the customer.
…
Sir Terry Leahy
No one has more
authority than a
„
leader who speaks
for the customer.
SIR TERRY LEAHY, TESCO

6. „You can’t just ask
customers what they
„
want and then try to
give that to them.

7. How?

8. AGNES
Age Gain Now Empathy System

9. USEEDS° user centred thinking

10. Empathy
USEEDS° user centred thinking

11. EMPATHY
...the capacity to recognize and
share feelings that are being
experienced by someone else.

12. Technologists have strong systemizing but reduced
empathizing skills
(William Hudson, Syntagm Ltd – ‘Reduced Empathzing Skills Increase Challenges for UCD’
http://www.syntagm.co.uk/design/articles/note1271-hudson.pdf)
USEEDS° user centred thinking 12

13. 4 Techniques for Empathy in Design

14. 1. Personas

15. Bring the customer to you

16. Let customers permeate the workplace

17. Persona Room
USEEDS° user centred thinking

18. „ The single tool that
does the best job at
spreading empathy
throughout a business
is the Persona. „
– PETER MERHOLZ
HARVARD BUSINESS REVIEW
http://blogs.harvardbusiness.org/merholz/2009/03/the-best-way-to-understand-you.html

19. 2. Role Playing
Franz Boas, Ethnographer – Acting out folk rituals observed in the field

20. Method Acting: immersed in a roll

21. Bodystorming
Act out what customers do

22. Mystery Shopping
Shop undercover: experience what customers do

23. 3. Ethnography
Observe customers in their nature setting

24. “The Science of Desire,” Business Week (2006)

26. Find new services
customers truly value

27. „ P&G spends more time living with
people in their homes, shopping with
them in stores, and being part of their
lives. This total immersion leads to richer
consumer insights, which helps identify
innovation opportunities that are often
missed by traditional research.
„
USEEDS° user centred thinking

28. 4. Alignment Diagrams
Customer Journey Map

29. Experience Map
Prototyping the Experience

30. Mental Model Diagrams

31. Techniques for Empathy in Design
1. Personas
2. Role Playing
3. Ethnography
4. Alignment Diagrams

32. Thank You
James.Kalbach@useeds.de
© USEEDS° GmbH | Chausseestr. 123 | 10115 Berlin
Tel.: + 49 (0)30 340 6005-0 | Fax: + 49 (0)30 340 6005-49
ron.hofer@useeds.de l www.useeds.de
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