what are we actually doing these 2 days? deepen the local hawaiian experience for visitors

What Are We Actually Doing These 2 days?

Deepen the local Hawaiian experience for visitors.

Cultural ExperiencesEnvironmental Experiences

How do visitors experience Hawaii?How do locals experience Hawaii?

Deepen the local Hawaiian experience for visitors.

empathize: what?

When you feel what the other person is feeling.

When you can mirror their expression, their opinions, and their hopes.

empathize: what?

When you feel what the other person is feeling.

When you can mirror their expression, their opinions, and their hopes.

Talk Story

empathize: what?

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empathize: why?

Look for needs that are meaningful to THEM, not to you.

to discover people’s expressed and latent needs so that you can meet them through your design solutions.

empathize: why?

empathize: how?

empathize: how?

without judgment

with a beginner’s eyes

with curiosity

optimistically

respectfully

immerse

observe

engage

empathize: how?

immerse yourself in the situations and experiences your

user has

immerse

observe

engage

empathize: how?

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observe what your user is doing,how s/he is doing it,

and what prompted the behavior

what is this person (or persons) doing?Notice what is happening both with the person and the context he/she is functioning within.

how are they doing it? pretend you are describing the picture to someone not looking at it.

why are they doing it this way? take a guess. start to form a story. then ask.

what :: how :: why

immerse

observe

engage

empathize: how?

1. seek stories

2. talk about feelings

3. ask “why”

empathize: how?

1. “Tell me about the last time you…”

2. “What was the best…” “What was the worst…

3. “And why is that?” “Can you tell me more about that?”

Questions:

1. Thinking you are a user and can design from your experience

2. Asking your user to design for you

empathize is NOT:

1. seek stories

2. talk about feelings

3. ask “why”

4. capture your findings

empathize: how?

construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights

define: what?

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Focus on individuals

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45

OXO Good Grips

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

define: how?

saturationspace

Quotes Thoughts

FeelingsActions

Quotes Thoughts

FeelingsActions

Nuggets

“HUH.”

“THAT WAS SURPRISING.”“THIS IS IMPORTANT, BUT

I DON’T KNOW WHERE IT GOES YET.”

“WHOA.”

45 min: empathy maps & nuggets for users

do it now!

come together and understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

define: how?

point of view: components

specific user

deep need

empathy-based insight

who’s your user?

what’s a need?

• Why do you think this user really has this need?

• Why is this need surprising or interesting?

• How does this user/need play out in this context?

what’s an insight?

point of view: components

user be specific

need use verbs

insight = observation + interpretation

user desperate nepali mother

need to keep premature baby warm in the early hours

insight most mothers don’t have the means to bring their baby to a hospital

point of view: components

specific user

what nobody else noticed

need, not solution

user teenager

need to eat healthy food

insight certain nutrients are necessary for physical and cognitive health and development

point of view: components

user 9th grade girl at a new school

need to eat healthy food

insight certain nutrients are necessary for physical and cognitive health and development

point of view: components

specific user

user 9th grade girl at a new school

need to feel socially accepted while eating healthy food

insight certain nutrients are necessary for physical and cognitive health and development

point of view: components

specific user

deep need that’s hers, not ours

user 9th grade girl at a new school

need to feel socially accepted while eating healthy food

insight in her hood, a social risk is more dangerous than a health risk

point of view: components

specific user

deep need that’s hers, not ours

surprising finding rooted in empathy work

understand the experience

identify user, reveal the needs, articulate insights

reframe the problem into a new point of view

define: how?

prepare your POV mad-lib

user need insight…NEEDS...

...BECAUSE...

pick one category to start generating

40min group time: mad lib iterationsgenerate users, needs, insights on post-itsselect & synthesize into a point of view

do it now: POV mad-lib

user be specific

need use verbs

insight = observation + interpretation; surprise, contradiction, why this situation is unique