SESSION 2.
EMPATHIZE
CONTENT
○ Recap
○ Empathize
○ Useful techniques and tools
○ Guidelines on How to observe & interview
○ Guidelines on Presenting/Visualizing ideas
○ Practice
○ Take-home activity
WARM UP
RECAP
Definition
Design thinking is a human-centered approach to
innovation that draws from the designer’s toolkit to
integrate the needs of people, the possibilities of
technology, and the requirements for business success.
—TIM BROWN, Executive Chair of IDEO
Stanford Design Thinking Process
Design Thinking to Innovation
GROUP REPORT
Empathize
FEEDBACK
EMPATHIZE
Empathize
The first step in the
Design Thinking process
EMPATHIZE
What?
o Placing ourselves into others’ positions, situations, or perspectives
o Seeing what they see
o Feeling what they feel
EMPATHIZE
Why?
o Help “designers” to deeply understand “users”
o Allow designers to define users’ “pains” or “unsatisfied” needs
o Promote Innovation
o Provide “user-friendly” solutions
Empathy versus Sympathy
Empathy Sympathy
The ability and willingness to The ability of showing concern for
recognize and understand the others without requiring putting
thoughts, emotions, motives, and ourselves in others’ positions,
personality traits of another person situations, or perspectives
Important Notes
In the human-centric approach, empathy helps
o Skip personal, subjective assumptions
o Better understand the “users” and their needs
So how can we empathize with “users”?
TECHNIQUES
AND TOOLS
Techniques and Tools
Techniques:
o Observation (direct, videos, pictures)
o Interviews
Tools:
o Persona
o Empathy Map
o ….
PERSONA
to learn more about the
user/customer and
a possible solution
Persona
Customer vs Consumer/user
Customer Consumer
Definition A person who purchases A person who consumes
the good the good
Ability to resell Can buy and resell the Can only buy, but cannot
good resell at all
Need to Need to pay in order to Not essential to pay
purchase use the good
Motive For resale of consumption For consumption only
Group Individual or company Individual, family or friends
Persona
Customer Persona and Customer Profile
o Customer Profile:
A detailed description of your
customers’ traits and demographic.
o Customer Persona:
A fictionalized individual who acts.
Persona
Important Notes
o Understand users/ customers
and feasible solutions.
o A fictional individual created to
represent a user type.
o Place potential new solutions in
the context of their needs and
jobs to be done.
o The description needs to be as (The Design Thinking Toolbox)
accurate as possible.
Empathy Map
to understand the
customer/user better,
perceive his/her feelings, and
empathize with his/her actions
Empathy Map
– What emotions drives the
customer/user?
– What do the customers/users think?
– What does it say about them and their
attitudes?
– What does the user/customer
hear? – What does his
environment look like?
– Who influences him? Who
speaks with him? – Where is the customer?
What does he see?
– What does the customer/user say?
– What are all the things the customer/user
must do?
– Where does the user behave in a contradictory
way?
What are his/her biggest What are the opportunities and
problems and challenges? benefits he/she might have?
OBSERVE
KEEP IN MIND
• Be well-prepared
• What method to be used
• Stay focused when observing
• Record observations
• Respect privacy and confidentiality
• Documents what you find
AEIOU
Customer journey map
INTERVIEW
PROCEDURE
Before interview
• Define your objectives
• Define team members’ roles
• Design interview protocol
• Select participants
During interview
• Ask open-ended questions
• Active listening
• Document responses
After interview
• Transcribe and analyze data
PRESENT IDEAS
Tools to be used
• Mind map
• Word clouds
• Concept mapping
• Graphs and charts
• Infographics
Practice
Practice
Using the provided tools,
validate your potential users
PROJECT REGISTRATION
(official)
PROJECT REGISTRATION
Be aware!
1. It must be a real problem!
2. You and your team want to do this.
3. scope your problem, knowing your
limiting resources
REFLECTION
REFLECTION
1 How are Empathy and Sympathy different?
2 Your opinion on the following statement:
“Act like an alien arriving at a different galaxy for the
first time to successfully build empathy with users”
TAKE-HOME
ACTIVITY
Take-home activity
1. What is the next step in the Design Thinking process?
2. Name some techniques and tools used in this step.
Thank
you!
Vietnam
https://future.ueh.edu.vn/
