1

Erica

2

Introducing…

3

Your Design Challenge…

4

Whether you like it or not…

5

For the next two days…

6

How might you attract and develop the next generation

workforce?

7

8

9

10

11

How might you attract and develop the next generation

workforce?

12

13

UNDERSTAND OBSERVE

14

WHAT is empathy

you can think through the experience of another by understanding it completely

you can feel what another is feeling by immersing yourself completely in an experience

15

WHAT is empathy NOT

The story of the acorn grinder…

…uncover needs that are meaningful to THEM. (NOT you.)

19

To discover people’s explicit and implicit needs so that you can meet them through your designs

WHY gain empathy

Connect with people.

Seek stories, feelings & beliefs…this will lead to uncovering needs.

HOW TO gain empathy

21

Observe. Engage. Immerse.

HOW TO gain empathy

22

Train your eye to seek out insights…

Observe. Engage. Immerse.

23

WHATHOWWHYWhat is this person (or persons) doing?

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.

24

25

Have a good conversation…

Observe. Engage. Immerse.

26

have a PLAN

IntroProjectIntro

Yourself

Build Rapport

Evoke Stories

Explore Emotions

Question Statements

Thank & Wrap-up

Anatomy of an Interview

27

“Tell me about the last time you_______________________.”

“Tell me about an experience you’ve had with _______________________.”

seek STORIES

28

“How did you feel when [x] happened?”

“What were you feeling at that point?”

talk about FEELINGS

29

And always follow-up with ‘why?’

30

Turn to your partner and interview them about the first ‘real,’ paying job they had. [2 min each]

Remember:• Have a good conversation.• Prompt the person to tell you stories.

• Talk about feelings.• Follow up with ‘why?’

PRACTICE gaining empathy

31

Observe. Engage. Immerse.

32

experience for yourself

33

experience for yourself

?

Today, we’ll interview REAL users & observe those users interacting with the environment around them.

1. depth w/ end user – a real millenial!

2. short intercepts3. the user that is a phone call

away [an expert? another millenial? An

extreme user?]

WHO?

HOW?Capture in a team.

HOW?Create an artifact.

What are the conversations and immersive activities that you want to have?What are the props or tools that you need to trigger that interaction?

HOW?Create an artifact.

value spectrumput in order the factors you thought about when taking this

jobleast important

most important

salary people project

HOW?Create an artifact.

value spectrumput in order the factors you thought about when taking this

jobleast important

most important

people salary project

Create your empathy plan in the car!

• Choose roles.

• What’s your ‘break the ice’ strategy?

• Brainstorm questions!

• What activity can you create for them to do that will elicit even more insights?

41