Ux india - From the Heart: Using empathy to fuel Innovation

From the heart
– how to use empathy to fuel innovation
Chloe Walker
Date: October 05, 2015

“Face of An Indian Village” by Nithi Anand http://tinyurl.com/o6egshx under a Creative Commons Attribution 2.0.

“Kindergarten party 01” by amrufm http://tinyurl.com/pf3b667 under a Creative Commons Attribution 2.0.

“Stranger #254 Montana” by Peter Grifoni http://tinyurl.com/o6grudl
under a Creative Commons Attribution 2.0.

“Street Portrait Challenge #018/100 Joe” by Peter McConnochie http://tinyurl.com/pauepcl

“Street Portrait Challenge #021/400 Elise” by Peter McConnochie http://tinyurl.com/o8uszxt

“Abuja Street Portrait” by Mark Fischer http://tinyurl.com/n9emqpz

“Woman portrait red background” by Helmuts Guigo http://tinyurl.com/nh4ey59 under a Creative Commons Attribution 2.0.

“52nd Birthday” by Harsha K R http://tinyurl.com/q4pvwd6 under a Creative Commons Attribution 2.0.

“dignity” by Vjenny downing http://tinyurl.com/pum3hfp

“Juan” by Bud Ellison http://tinyurl.com/nc8zt96

people.complex,dissatisfied,desperate,hopeful,Inspired, amazing

How do we understand people holistically?

you
your practice
your products

you
your practice
your products
your users

you
your practice
your products
your users
your business

you
your practice
your products
your users
your business
your organisations

you
your practice
your products
your users
your business
your organisations
and your society

“Empathy occurs when we suspend our
single-minded focus of attention and instead
adopt a double-minded focus of attention”
Simon Baron-Cohen

About Empathy
•Cognitive empathy
•Emotional empathy

1st thing to know…
Reptilian brain Limbic System
(+oxytocin)
Neocortex
Emotional
empathy
Cognitive
empathy

Mental model with features aligned beneath it. (Features from the product category list
from Procter & Gamble’s site www.pg.com.) Young, Indi. 2008. Mental Models: Aligning
Design Strategy with Human Behavior. New York: Rosenfeld Media.
Rail Europe Experience Map, Adaptive Path

The Plutchik emotion circumplex, 1980,
Robert Plutchik
Empathy Maps, XPLANE

“emotion” by Aaron Stidwell http://tinyurl.com/noq8kkg under a Creative Commons Attribution 2.0.

“The tears of hope” by Jimmy Baikovicius http://tinyurl.com/qglj5rn under a Creative Commons Attribution 2.0.

“parka” by Jason http://tinyurl.com/oy6wuln under a Creative Commons Attribution 2.0.

“Pure Joy” by Kevin Dinkel http://tinyurl.com/nd99a27 under a Creative Commons Attribution 2.0.

“We are motivated to feel
wellbeing and a sense of thriving”
Self-Determination Theory 1970-now

1. Autonomous and authentic
2. Related to and connected with others
3. Competent and effective
4. Self-actualization / meaning
5. Physical thriving
6. Pleasure-stimulation
7. Money-luxury
8. Security
9. Self-esteem
10.Popularity-influence
1. We’re all motivated by deep psychological needs
Sheldon,
K.
M,
2005,
2015.
-‐
http://www.apa.org/pubs/journals/releases/psp802325.pdf

1. Autonomous and authentic
2. Related to and connected with others
3. Competent and effective
4. Self-actualization / meaning
5. Physical thriving
6. Pleasure-stimulation
7. Money-luxury
8. Security
9. Self-esteem
10.Popularity-influence
1. We’re all motivated by deep psychological needs
Sheldon,
K.
M,
2005,
2015.
-‐
http://www.apa.org/pubs/journals/releases/psp802325.pdf
Most consistent

2. Values and goals
Personally (intrinsic)
personal growth;
love;
helping others;
building community
via our society & culture (extrinsic)
affluence;
beauty;
status;
power
“All My Loving” by Fe Ilya http://tinyurl.com/o4okkev under a Creative Commons Attribution 2.0.

3. Behaviour
Behaviour that is inherently
interesting and enjoyable, or
behaviour that is meaningful because
it furthers our own values
Personally (intrinsic)
Other behaviour is motivated by
guilt, fear, or pressure, or the desire
to please or impress others
via our society & culture (extrinsic)
“Dancing” by Matthias Ripphttp://tinyurl.com/p68gwzw under a Creative Commons Attribution 2.0.

Universals
Psychological needs
Values and goals
Behaviour

Universals
The individual
Society & culture
>>

Universals
The individual
Situational context
Society & culture
>>>

Universals
The individual
Situational context
Society & culture
Whole person
>>>

user experiences > human experiences.

Because people are so much more than just users
(even while they’re using digital products)

Because times are changing
“Earth at Night” by Michael Coté http://tinyurl.com/plocbpj under a Creative Commons Attribution 2.0.

Transformation
Experiences
Services
Goods
Commodities
Extract
Make
Deliver
Stage
Guide
Joseph Pine II & James Gilmore
“The Experience Economy” (1997, 2011)
Experience Economy

Experience Economy
“businesses must orchestrate memorable
events for their customers, and that memory
itself becomes the product — the “experience.”
offer is “transformation”.
Considered the main theory underpinning “customer experience”
Pine and Gilmore (1997)

"Build something 100 people love, not
something 1 million people kind of like.”
- Brian Chesky (AirBnB CEO)

“Modern startups like Airbnb and Nest have proven
that industry disruption is possible not by focusing on
adding features or merely getting people to buy
more, but instead by focusing on providing deep,
meaningful engagement to the people who use their
products or services.”
Jon Kolko

Empathy is important in this context because it’s a
natural way understand someone well enough to
know what could be transformative.

‹#›
Conceptual Age
Conceptual Age
Information Age
Industrial Age
Agricultural Age
Farmers
Factory Workers
Knowledge workers
Creators and empathisers
Daniel Pink
“A Whole New World” (2005)

“Inside another conference room” by Marcin Wichary http://tinyurl.com/omkkp2o under a Creative Commons Attribution 2.0.

‹#›
Societies and workplaces in the Conceptual Age will value right brain attributes over
left brain ones:
Design
Story
Symphony
Empathy
Play
Meaning
Moving beyond function to engage the sense.
Adding narrative to products and services
Adding invention and big picture thinking
Going beyond logic and engaging emotion and intuition.
Bringing humour and light-heartedness to business and products.
Immaterial feelings and the values embodied in products.

Creative & empathic
people
Transformative
experiences

Let’s innovate to support not only what’s
useful, but also what’s valuable and
meaningful to people in this new Age.

And it’s time… because our industry has validated successful UX
patterns for cognition and behaviour (task completion times, ease of
use, usability, etc…) over the last 20+ years, I believe it’s time to shift
our focus to the broader human context and holistic experiences that
combine: social, cultural, cognitive, sensory, emotional, personal,
psychological, ethical and philosophical values and awarenesses.

You do it by using empathy to…
1.Empower you
2.Create better designs
3.Richer and more holistic human experiences
4.Better business outcomes
5.More caring and empowered organisations
6.More caring societies
…and more fulfilled individuals and communities.

1. Empathy surfaces latent needs
2. Empathy is deep
3. Empathy makes you care
4. Empathy leads to intuition
5. Empathy makes us nimble
5reasons to use empathy

“Both Akio Morita of Sony and Steve Jobs were famous
for never commissioning market research — instead,
they’d just walk around the world watching what people
did. They’d put themselves in the shoes of their
customers.”
https://hbr.org/2012/05/empathy-the-most-valuable-thing-they-teach us at Harvard Business school

http://i.ytimg.com/vi/UuZvwgO5gWA/maxresdefault.jpg
“At the end of the day you
have to espouse a feeling—in
your advertisements, in your
products. And that feeling
comes from your gut.”
NEST CEO Tony Fadell, Published in Inc,

Look for ways to gain deeper empathy

1. Stories
2. Observation
3. Discussions/conversations
4. Visual Response
5. Co-design
5ways to gain empathy

Discovery > immersion > ideation > conceptualisation > visualisation > animation
Learning in museums
with smart phones
Example:

Meet Alice
“Portrait of Olga at Solitude” by David Blackwell http://tinyurl.com/pwtfwu6 under a Creative Commons Attribution 2.0.

I produced an activity kit for Alice.
She spend 2 weeks completing it
before sending it back to me.

Perceptions of
herself, memories
and modes of
communication
Recent feelings,
experiences
and lifestyle
thoughts on
come questions
related to
museum learning
and technology
Thematic interests relating to
emotion, culture, space and time.
Opportunity to get
creative and express
ideas
Opportunity to
understand felt
experience
easy way for people
to express their
emotions
What are Alice’s…

Perceptions of herself,
memories and modes
of communication
“I think I'm in love” by David Blackwell http://tinyurl.com/pqobhr7 under a Creative Commons Attribution 2.0.

Recent experience,
feelings and lifestyle
“The sequel to: “I think I'm in love” by David Blackwell http://
tinyurl.com/nfxcfw8 under a Creative Commons Attribution 2.0.

Questions that
focus on the
context and
objective

Thematic interests
relating to
emotion, culture,
space and time.

Opportunity to
get creative and
express ideas

Opportunity to
understand felt
experience
easy way for
people to
express their
emotions
“Portrait of Olga at Solitude” by David Blackwell http://tinyurl.com/pxg9h5y under a Creative Commons Attribution 2.0.

I spent a week
immersing myself in
her responses then
we talked about her
insights and discussed
the themes she was
interested in.
Museum

Note:
She is passionate about helping
people value natural, cultural &
historical objects (by telling their
detailed histories), materials (by
teaching people about
recycling), books (as items to be
shared), and plants (to be given
away during a museum visit).

I summarised the ideas
and we discussed them
in deeper detail
Primary Idea
The Memory Maker
This application will allow you to tag
objects as favorites, then visit the list
later to find out more.
Display related stories and virtual
objects
You will be able to display digital
records along side physical objects and
it will reveal the story of the object
restoration
Secondary Ideas
Sharing Mementos
It will allow you to share virtual objects or
messages outside the physical space with
other people. It will enable you to leave
the virtual objects in places, so you can
pick them up and take care of them then
pass them on to someone else.

I sketched concepts and shared them with her.

I sketched concepts and shared them with her.
We discussed them and the experience they proposed.

With a sense of intuition I continued to
designed an application for her.

“Greater connection to myriad
histories in my environments.”

“A greater connection between
what is on a pedestal in
exhibitions, what is hidden in the
vaults and what is everyday and
on the street: possibly resulting
in a greater appreciation of how
the everyday is actually
exceptional, depending on your
perspective.”

“I love the design and function
of the application, particularly
how the ‘virtual thread’ sits on
the ‘real life’ viewfinder.”
(Alice, 2011)

“Engagement is achieved by designing products that
seem as though they have a personality or even a soul.
These products feel less like manufactured artefacts and
more like good friends.”
Jon Kolko

I did this for 3 people
Alice Lexi Sarah

Sharing with and hearing from others

Importance of developing purpose,
emotional & cultural value, viewpoint and
character

Learning that we
are responsible
for preserving our
culture.
Learning that we
are all more
connected than
we may think.
To remind ourselves
how important and
rewarding giving
can be.

Richer and more holistic human experiences

Less experience waste
• Relevant – Think “anticipatory design”. Don’t waste people’s time.
• Resonant - does it feel like me? It promotes a connection with something in
their lives.
• Emotive – feeling happy, feeling thrilled, feeling excited, feeling contented.
• Valued – align with what’s important to them e.g. spending time with family,
relaxing with friends, etc…
• Meaningful – Helps them do things that are meaningful. Connects to their
deep sense of self. Helps someone define who they are.

More empathic human connections
Focussing on human problems will lead you to value human outcomes.

In all contexts
With the workplace changing, we should ask, “how can our workplace
tools help to enrich people’s experience of working?”
Maybe we can not only design new software but help workplaces think
about new models of working that they will support.

People will "gladly pay premium prices to get products
and services that connect with them; people want to make
connections with the folks they do business with"
Dev Patnaik

"Companies have become disconnected from
their real customers, in exchange for reassuring
figures like "62% of urban mothers have
positive impressions of the brand".
Dev Patnaik
“the big little city of gold and diamonds : ishootwindows, muni street car, lower market street, downtown san francisco (2013)” by torbakhopper http://tinyurl.com/pzsm732

People act differently towards companies
when they see them as real people.

Start to leverage how human beings are
biologically wired.
Between 1979 and 2005 Gallup polled about
3 million American Employees and found
that the greatest contribution to an
organization’s success is made by engaged
employees.

”The best innovation comes
from the heart not the head”
-‐
Gary Hamel – Professor at London Business School

“We’re going to learn to be more loving
and make sure they know not only how
well we care for them, but how much
we care about them.”
-‐
Dr. Loren Hamel

Change what’s valued in the organisation.
Make Empathy a priority. Make everyone care.

Have a positive impact on society
Be aware of which
behaviours and
values you are
encouraging and
rewarding.
“IMG_3167” by tUltraSlo1 http://tinyurl.com/pzsm732

Help society care
“Someday, someday – but certainly not now –
I’d like to learn how to have a conversation.”
16 year old boy, America
The Flight From Conversation by Sherry, Turkle, New York Times, April 21, 2012

Help society care
“THE problem with accepting — with preferring —
diminished substitutes is that over time, we, too,
become diminished substitutes. People who become
used to saying little become used to feeling little.”
-‐
Jonathan Safran Foer, 2014

Have a positive impact on the world
Be conscious of where you spend your energy…make sure that
you’re focusing your attention to the right problems and gifting your
empathy to the right things.
It’s easy to value what we’re closer to over things in the distance.

Together we can make a more caring world.

Thanks ☺
and a special thanks to all the photographers on Flickr who have made their photos
available for use under a commercial use creative commons license.

Ux india - From the Heart: Using empathy to fuel Innovation

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