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39 views20 pages

Module 2 Upload

Uploaded by

Nitin D
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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P Balakrishnan, Associate Professor, SCOPE,VIT Vellore Empathy SS O Ability to understand and share the feelings of another person a Design teams conduct research to get personal grasps of their users’ needs a set aside your(developér’s)own assumptions to obtain insights into the users’ world) by,observing and consulting with users. © Helps to uncles ¥isry SRST BeSUel RE PN RI Be," people, you need to put yourself in their shoes.” What you have to do-whilé empathizing? (SSS a SEE EEEEE O Question everything you observe instead of judging a Listen to others open-mindedly rather than focus on points that confirm your biases ‘ 0 Be fully objective before you’can start to see through your users’ eyes and interprettheir viewpoints optimally O understand the ‘users’ dimensions of use (e.g., tasks) and their feelings (e.g., motivations) before you can work towards delighting them through your design. Empathy Map - Step 1: Fill out the Empathy Map 2 (eae e eee © Fill out each of the four quadrants While-défining and synthesising: © What did the user SAY? OS, = Write down significant quotes and key words that the user said. © What did the user DO? (| = Describe which actions and-béhayiours you noticed or insert pictures or drawing. 5 What did the user THINK?” = Dig deeper. What do you think’ that your user might be thinking? What are their motivations, their goals, their heeds, their desires? What does this tell you about his or her beliefs? . © How did the user FEEL? = What emotionsnight Your user be feeling? Take subtle cues like body language and their choice of words and tone of voice into account. Empathy Map - Step 2: Synthesise’ NEEDS =e a Synthesise the user’s needs\based’on your Empathy Map. This will help you to define your design challenge. co Needs are verbs, i.e. activities.and desires. co Needs are nof nouns;-which-will instead lead you to define solutions. a Identify needs directly from the user traits you noted. Identify needs based on*contradictions between two traits, such as a disconnection betweer what a user says and what the user does. Empathy Map - Step 3: Synthesise INSIGHTS = Oo An “Insight” is your remarkable ‘realization that can help you to solve the current désign-challenge you're facing. 0 Look to synthesise major insights, especially from contradictions between two user attributes. It can be found within one quadrant \orjin two different quadrants. Customer journey maps | Sn eee eee O Customer journey maps are°used-to 5 map the relationship between a’ customer and an organization over time and across-all channels on which they interact with the business. : O Design teams use customer journey maps to see how customer experiences meet-customers’ expectations and find areas where they need.to.improve designs. Customer journey maps.Should consists of | Sn eee eee a a A timescale — a defined journey period-(@-g., 1 week) including selected areas from awareness to conversiomand_beyond. Scenarios — the context and sequence of events in which a user/customer must achieve a goal (e.g.,,a_uséf, wants to buy a ticket on the phone), from first actions (recognition of-a problem) to last actions (e.g., subscription renewal). Touchpoints — what customers do while interacting and how they do it. Channels — where they. perform actions (e.g., Facebook). Thoughts and feelings--what the customer thinks and feels at each touchpoint. User Journey Map: Example YO + theta remeber to ak show fy oem + essential eep tock tere + Ihope evertng so at Imymoms ae = tngetone te amecng Phamoey ws aterneon + Word abut i mote = Wend nt i werk + hisses tole tack feveytio, + Her memory geting + wy dnt te urs ep imymotet ep wack vito cong” My bss is geting mnyed oe cone + anope wth the prone le Evening ope dort nave 90 toaroter shop rhe + sressed ate moet say 20mg before gong > + She was eat to five convert ‘rderstandtoniot + Mop me mrs oun er ep + Gay for nt sent Customer Journey Map Example ppiramert fr her mother whoa a ave acheckop en he blood ‘Costner gale Coal Ideas to mprove coomer thoughts f 7 8: Opponent insights & — [ieor"” Goals & Expectations ‘6 dong bday work Shei werd about Re ethers heak and Customer ought progress barriers ‘etanelomestp scendtio L--Top sts persona and thoughts, actions 8 feelings [--Middle =-Bottom Se Ee beepers Bodystorming a Bodystorming is a form of brainstorming Wher = ‘our body to gain insights and experiences. © it is not only about verbally putting oneself jn othep people's shoes in order to generatte ideas, 15. but actually experiencing a physical! situattion'in the role of the person in question. The participants adopt the spatial, temporal, cognitive, cet and emotional perspective of the user Preparation 7 5 Atleast two people. If more tha two aide them into groups of three. 5 Sharpies, stickies, paper, re furniture or props to act as furniture. 5 A physical prototype ofthe gadget ffechnology to bodystorm. If this technology ts not bullt yet, create a physical prototype with cardboard or paper. A prototype that will be at at format fo proxy for the research. 51 Physically warm-up dd Felax+6 perform. Get rid of shyness. Remember you are contributing to knowledge. Drameylass-experiences may be useful JP Immersion Activity or Empathy SE (SSS SSS SSS SSS SESE EEEEEEES © At some point you will be forced to literally-liye in the shoes of another in order to have the first hand experience of what‘it means to be that person on a daily basis. 0 Think of method actors who completely “become” another person and live that other life from when they have committed themselves to the script until the film or play comes to an end. They have to live in character from moment to moment. The observations they make, the decisions they maképare’of the person whose life they've immersed themselves in. f 2 You too may at some pointibe“given the project that requires your team to create a product for a group of people-who have different physical needs compared to the average person. And it-orderto empathize and ask the right questions you will have to make a decision to/experience their lives in the same way method actors experience @ person they are portraying. 0 Benefit: By immersion, You! are getting first hand experience that you would not come close to understanding~by just listening and record their insights, needs and motivations.

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