Design thinking - Empathy

PRACTICAL DESIGN THINKING
UNDERSTAND YOUR AUDIENCE
Tim Evans & Angus Campbell

Before we start 2
Everything is designed,
few things are designed well.
-Brian reed

3
Check out
Doctor as
Designer on
medium

4
One-hundred doctors were recruited to test the device. Only two doctors
(2%) demonstrated all 6 administration steps correctly. 95% of doctors
had to read the instructions.
In 37% of cases, the demonstration would not have delivered adrenaline
to a patient.
The most frequent errors were:
(57%) not holding the pen in place for >5 seconds
(21%) failure to apply pressure to activate
(16%) self-injection into the thumb.
Mehr S, Robinson M, Tang M. Doctor: how do I use my EpiPen? Pediatr Allergy Immunol. 2007;18:448–452
How hard can it be?

5
The Edwards brothers said the device
was special because it was designed by
people who were intimately familiar with
patients’ needs.
“This was something that I knew I was
going to carry with me every single day.”
Designing with empathy

7
“We put ourselves
in the customer’s
shoes and say,
what do we want?”

HOW DO WE SOLVE
PROBLEMS?
A DESIGN BASED APPROACH

1. DEFINE THE PROBLEM
2. LIST POSSIBLE SOLUTIONS
3. ANALYSE EACH OPTION
4. PICK THE BEST AVAILABLE
5. IMPLEMENT THE SOLUTION

“We cannot solve the problems we
have created, with the same
thinking we used in creating them.
A. Einstein

So how do we deal with
these wicked problems?

Design thinking is…
an approach you can use to
solve wicked problems, pursue
innovation, and send rockets
to the moon

Design thinking has a design base

TENETS OF DESIGN THINKING
EMPATHETIC
21

STARTS WITH
POSSIBILITIES
24

http://www.core77.com/posts/41855/Is-Design-Thinking-Rocket-Science

ITERATIVE
28

CONTEXTUAL
INQUIRY
PERSONAS
AFFINITY
MAPPING
INTERVIEWS

What are Personas?
A persona is a “hypothetical archetype” or
character who represents a group of users. It’s
used to understand their goals, behaviours,
attitudes and context in which they operate.
34

What are Personas?
Personas come in a variety
of forms
35
Foxtel iQ3 : Discover phase findings May 2013 | Commercial in Confidence 212 Massive Interactive Pty Ltd.5
Viewing
By myself With others
Open to new experiences
Timid Adventurous
Information Seeking
Sit back Hunt it out
Organisation
Too much work Will spend time
Learning
By accident Play until get it
Technology I own
The basics All the latest
Tech Ability
Luddite Wired
Social Networks
Not for me Awesome
Wealth
Struggling Affluent
Challenges
Is often distracted, concentration
is low, wont read or seek out
information
Is capable and will play around
until she figures it out if the
perceived value is high enough.
Stumbles on new content
through friends and ads.
Discovering & Learning
Decision Making
Technology
Will wait, not in a rush for the
newest technology as it out-
dates quickly.
Waits for contracts to run out
before upgrading
Uses skype to talk to her parents.
I record too much
I’ll often record so much that I
don’t have time to watch it all, I
think when am I going to catch
up on all of this.
I’m not sure when my
episodes are on.
Sometimes I miss the start of my
favourite shows as I don’t know
when they are on. I’ll be chatting
with a girlfriend and they start
talking about the new episodes
and I’m thinking how did I miss
this.
It’s all about the kids at the moment!
I’m busy looking after the kids.
I don’t want to spend a lot of time
and effort finding something to
watch. I’ll record a show, to watch
later when the kids are in bed, that
way I can skip the ads .
It’s cheaper at the DVD store
When my husbands home we will
go to the DVD store and rent a film
as its $2 rather than pay $6 with
Foxtel. We had the movie channel
and let it go as it was too expensive
and not enough choice.
Kellie: Help me make the right choice
“Sometimes I’ll record a show and
forget to press +20 and it doesn’t
record the end, it’s another thing
to remember”
Doesn’t have time to think about
what to watch.
Recording shows that won’t get
watched.
Missing the start of new season
episodes.
Resistance to paying more
Has to think carefully about her
spending as money is tight, likes a
bargain or special offer.
Makes all the day to day household
decisions.
Wants to avoid effort will use the
EPG for laziness.
Kellie is married to Pete, they have two children Chloe 5 and Josh 3. They are
currently renting but are hoping to buy something within the next year as Kellie
really likes the area, it has a good school and plenty of parks for the kids.
Pete travels away for work so Kellie spends a lot of time at home with just the
kids. She likes to have the TV on as background company when Pete is away, it
keeps her from feeling lonely.
Kellie has been with Foxtel for 4 years, she expects Foxtel to offer her more
choice for her money especially as money is tight at the moment and they have
after all spent lots of money with Foxtel.
Age: 28
Occupation: Home maker
Location: Maitland, NSW
Needs:
Reduce her channels to what is in her package.
Make free content more obvious.
Reminders notifications - start dates for new seasons.
Being rewarded for loyalty as a long term subscriber.
Favourite Channels Favourite Brands & Apps

WHAT ARE PERSONAS?
The level of detail and focus
of a persona depends on the
product or service and our
relationship with our team
and client.
36

39MORE DETAILS
Isobar
Persona for
Foxtel

41
Who is this user?
What are their goals?
How do they behave?
What do they think?
What are their pain points?
What is the context in which they operate?
PERSONAS HELP INFORM

PERSONAS 42
Tell me a story, give me the facts
Personas help you design with empathy

WHEN &
HOW TO SELL
PERSONAS
PERSONAS

44WHEN TO USE PERSONAS
To make users part of the design process
As a focal point to galvanise a team
If a team is removed from the users
When there are multiple user types

I’M GOING TO NEED YOU TO GO AND
FORGET ABOUT THE PERSONAS

46
Create personas during the research phase to help identify and
empathise with users

47
During ideation and deﬁnition use personas to qualify ideas

48
In test and prototype they form a basis for recruitment

49
Personas also form the basis for website and service live
optimisation / customisation

50BUT WAIT THERE’S MORE
Use them as a tool to engage clients with human centred design
Identify opportunity and areas for innovation
Provide focus on core features to ensure speed to market
Measure effectiveness of current and future solutions

SOME TIPS ON
CREATION
PERSONAS

53TALK TO THE FRONT LINE STAFF

55BRING THEM TOGETHER TO TALK ABOUT THE FINDINGS

56CREATE A PLAN
What do we know?
What do we want to ﬁnd out?
Who are we talking to?
Where will this take place?
How long do we have?
What will the outcomes be?

57ADDING SOME MORE DATA
quantitative qualitative

58TELL ME THE FACTS
quantitative
Data from reportable
sources with numerical
characteristics

59QUANTITIVE DATA
‣ Online Traffic Analytics - Google Analytics / Omnivore
‣ Marketing demographics - Nielsen / Roy Morgan
‣ Australian Bureau of Statistics
‣ Survey respondents
‣ Social media analysis
‣ Google insights
‣ Harvard business review / Gartner

60AGENCY REPORTS / WHITE PAPERS

61TELL ME A STORY
Data direct from user
observations and interaction,
usually diﬃcult to measure
numerically
qualitative

65SHADOWING / CONTEXTUAL INQUIRY

73WHAT DO WE NEED TO KNOW?
STEPHEN P. ANDERSON
“It’s all about People, their
Activities, and the Context
of those activities.”

74
Who is this user?
What are their goals?
How do they behave?
What do they think?
What are their pain points?
What is the context in which they operate?
THINGS TO LOOK FOR

81BACK TO THE TASK
Guerrilla research to help understand
consumers in and around Southern Cross
No interactions with users shadowing /
observation only
15 minutes

CONTEXTUAL INQUIRY
Who do you think we will see?
82

85ANALYSING THE DATA
Combine data sets
Group data and look for patterns
Define the user segments
Define measures to be used
Discuss and refine
Conduct additional research

KEY OBJECTIVE
Affinity Mapping
ANALYSIS
AGENDA
10 minutes 1. Group any patterns that emerge.
Understand & Discuss as a group
7
Affinity map ‣ Sticky notes
‣ Sharpies

KEY OBJECTIVES
Face to face interview
INTERVIEWS
AGENDA
10 minutes
DELIVERABLE
Interview notes
7
RESOURCES
‣ Interview template
‣ Sharpies
1. Find out as much as you can about your
designated user onto the interview sheet
2. Use 5x Why’s exercise

KEY OBJECTIVES
Basic Persona Creation
PERSONA CREATION EXERCISE
AGENDA
20 minutes 1. Looking at the templates which one do we
feel is best suited?
2. Generate personas based on data at hand
DELIVERABLE
Persona draft
7
RESOURCES
‣ Sticky notes
‣ Sharpies

93PERSONAS - TRY TO AVOID
‣ Bland personas
‣ Personas which are too stereotypical
‣ No real data
‣ No first hand knowledge
Smashing magazine have
a couple of good persona
guides

96MAKE THEM PART OF DISCUSSION

97
Personas
Smashing Magazine has some easy to read resources
http://www.smashingmagazine.com/2014/08/06/a-closer-look-at-personas-part-1/
http://www.smashingmagazine.com/2014/08/13/a-closer-look-at-personas-part-2/
Interaction design foundation has the most exhaustive explanation
https://www.interaction-design.org/encyclopedia/personas.html
Cooper was a keen proponent for personas as part of goal directed design
http://www.dubberly.com/articles/alan-cooper-and-the-goal-directed-design-process.html
OTHER RESOURCES

CONTEXTUAL INQUIRY
PRO TIPS
EMPATHY

99CONTEXTUAL INQUIRY - PRO TIPS
‣ Think about the focus of the inquiry
‣ Involve the team
‣ Think about the time / weather and other influencing factors
‣ Record and photograph everything
‣ Overlay information on a map
This is a tool widely used
in service design and
less so in traditional UX

100
Contextual Inquiry
Ethnographic Research
http://www.userfocus.co.uk/articles/ethnography.html
Wicked Problems
https://www.wickedproblems.com/4_methods_for_research.php
OTHER RESOURCES

AFFINITY MAPPING
PRO TIPS
EMPATHY

102PRO TIPS
Use the post-it app to
capture the data!
‣ Too many people - less than six from across the team is ideal
‣ Too few people - cannot do this by yourself
‣ Everyone should contribute
‣ Read the notes, talk about why they’re placing them
‣ Iteration is key, this should be performed at least two to
three times.
‣ The output is subjective use it as such

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Aﬃnity Mapping
Service design toolkit
http://www.servicedesigntools.org/tools/23
KJ Mapping
https://www.mindtools.com/pages/article/newTMC_86.htm
Postit app
http://www.post-it.com/3M/en_US/post-it/ideas/plus-app/?WT.mc_id=www.post-it.com/app
OTHER RESOURCES

105PRO TIPS
Every mac comes with
quicktime which you can
use to record and
playback your interviews
‣ Make people comfortable, make it natural
‣ Don’t use leading questions
‣ Don’t ask Yes/No questions
‣ Really listen to what people say - use silence as a tool
‣ Be mindful of your questions around sensitive matters
‣ Have a theory you want to explore
‣ Probe your questions / key points beforehand
‣ Record and review

106
Interviews
Forbes
http://www.forbes.com/sites/shelisrael/2012/04/14/8-tips-on-conducting-great-interviews/#79686f4387a1
Ten tips
http://www.techrepublic.com/blog/10-things/10-tips-on-conducting-eﬀective-interviews/
Cognitive Bias and interview technique
http://www.hkr.se/pageﬁles/35002/gordonwillis.pdf
Bias!
http://imgur.com/U4PJGuo
OTHER RESOURCES

Design thinking - Empathy

Design thinking - Empathy

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