UNI

T3-
*Empat
hize*-def
ini
ti
on-Li
sten&Empat
hizewi
tht
heCust
omer
sand/orUser
s
–Tool
sandTechni
ques

Desi
gnt
hinki
ngi
sapr
ocessf
orsol
vi
ngcompl
expr
obl
emsandcr
eat
ingani
nnov
ati
ve
sol
uti
on.Oneoft
hekeypr
inci
plesofdesi
gnt
hinki
ngi
sempat
hy,
ort
heabi
l
ityt
o
under
standanddeepl
yconnectwi
tht
heneedsandemot
ionsoft
heuser
.

Empat
hize

Empat
hizei
sthef
ir
stst
ageoft
hedesi
gnt
hinki
ngpr
ocess.Desi
gnt
eamsconduct
r
esear
cht
ogetper
sonal
graspsoft
hei
ruser
s'needs.Theysetasi
deassumpt
ionst
o
obt
aini
nsi
ght
sint
otheuser
s'wor
ldbyobser
vingandconsul
ti
ngwi
thuser
s.Thi
sway
,
t
heycanunder
standuser
s'exper
iences,
mot
ivat
ionsandpr
obl
ems.

I
mpor
tanceofEmpat
hyi
nDesi
gnThi
nki
ng:

1.Empat
hyi
stheabi
l
ityt
ounder
standandshar
ethef
eel
i
ngsofanot
herper
son.
2.I
tinv
olv
esput
ti
ngy
our
sel
finsomeoneel
se’
sshoesandf
eel
i
ngwhatt
heyar
efeel
i
ng.
3.Ther
ear
ethr
eet
ypesofempat
hy:
cogni
ti
veempat
hy,
emot
ional
empat
hy,
and
compassi
onat
eempat
hy.
4.Cogni
ti
veempat
hyi
stheabi
l
ityt
ounder
standsomeoneel
se’
sper
spect
iveand
t
hought
s.I
tinv
olv
esseei
ngt
hingsf
rom t
hei
rpoi
ntofv
iewandcompr
ehendi
ngt
hei
r
emot
ions.
5.Emot
ional
empat
hyi
stheabi
l
ityt
ofeel
whatsomeoneel
sei
sfeel
i
ng.I
tinv
olv
es
f
eel
i
ngt
hesameemot
ionsast
heot
herper
son,
suchasj
oy,
sadness,
oranger
.
6.Compassi
onat
eempat
hyi
nvol
vesnotonl
yunder
standi
ngandf
eel
i
ngt
heemot
ions
ofot
her
sbutal
sowant
ingt
ohel
pthem.I
tinv
olv
esasenseofcompassi
onandadesi
re
t
oal
l
evi
atet
hesuf
fer
ingofot
her
s..
7.Empat
hyi
simpor
tantbecausei
tal
l
owsdesi
gner
stocr
eat
esol
uti
onst
hatar
e
t
ail
oredt
othespeci
fi
cneedsanddesi
resoft
heuser
8.Appr
eci
atepeopl
e'
semot
ional
andphy
sical
needs.
9.Gai
ninsi
ghti
ntot
hewaypeopl
esee,
under
standandi
nter
actwi
tht
hewor
ldar
ound
t
hem.
10.
Real
i
zehowl
i
vesar
eimpact
edwi
thi
nthecont
ext
sbei
ngi
nvest
igat
ed.
11.
Findoutwhatpeopl
emeanr
athert
hanj
ustwhatt
heysay—empat
hicr
esear
chi
s
i
nher
ent
lysubj
ect
iveandi
sconcer
nedwi
thmot
ivat
ionsandt
hought
s,r
athert
hanf
act
s.

Tool
sandTechni
quesofEmpat
hisi
ngi
nDesi
gnThi
nki
ng

1.I
dent
if
yingUser
sandUnder
standi
ngThei
rNeeds

Tocr
eat
eef
fect
ivesol
uti
ons,
desi
gner
smustf
ir
sti
dent
if
ythei
rtar
getcust
omer
s–
t
hosewhost
andt
obenef
itf
rom t
hedesi
gn.Thi
shel
pst
hem f
ocusont
heseuser
s’
speci
fi
cneedsanddesi
resr
athert
hanat
tempt
ingagener
icpr
oductt
hatmaynotbe
r
elev
antorusef
uli
nanymeani
ngf
ulway
.

Whendesi
gner
spr
oact
ivel
yunder
standwhatpot
ent
ial
consumer
sneedandwant
,they
cancr
aftexper
iencesdesi
gnedwi
tht
hisusergr
oupspeci
fi
cal
l
yinmi
nd;
off
eri
ngr
eal
v
alue.
Oneoft
hemostef
fect
iveway
stounder
standuserneedsi
stosi
mpl
yask
t
hem.
Conduct
ingi
n-dept
huseri
nter
viewsal
l
owsdesi
gner
stobet
terunder
standt
he
user
’sneeds,
desi
res,
andpai
npoi
nts.

Af
tert
heempat
hyst
ageanduserr
esear
chhast
akenpl
ace,
desi
gner
scr
eat
eUXDesi
gn
ar
ti
fact
sli
keper
sonas,
userj
our
ney
s,empat
hymaps,
andst
ory
boar
ds.Thesear
ti
fact
s
hel
pdesi
gnt
hinker
stoi
nter
prett
her
esear
chdat
aint
omeani
ngf
uli
nsi
ght
sandgeta
deeperunder
standi
ngoft
hecust
omerj
our
neyt
hatcanbeshar
edwi
tht
het
eam and
r
efer
redt
othr
oughoutt
hepr
oject
.

2.Obser
vingUserBehav
ior
sinCont
ext

Under
standi
nguserbehav
iori
nit
snat
ural
env
ironmenti
skeyt
odesi
gni
ngasuccessf
ul
pr
oductorser
vice.
Thr
oughdi
rectobser
vat
ion,
desi
gner
scanunder
standhowuser
suse
t
hepr
oductanduncov
ert
hei
rneeds,
pai
npoi
nts,
andev
enuni
ntendeduses.
Thi
sal
l
ows
f
ordat
a-dr
ivendeci
si
onst
ail
oredspeci
fi
cal
l
ytot
heuser–l
eadi
ngt
omor
eef
fect
ive
pr
oduct
sorser
viceswi
thhi
ghercust
omersat
isf
act
ionr
ates.
Togai
nval
uabl
einsi
ght
sint
ouserbehav
ior
s,desi
gner
scanuseanar
rayof
et
hnogr
aphi
cresear
chmet
hodsl
i
kecont
ext
ual
inqui
ry,
diar
yst
udi
es,
useri
nter
views,
andusabi
l
ityt
est
ing.

Cont
ext
ual
inqui
ryi
nvol
vesobser
vingandi
nter
viewi
nguser
sint
hei
rnat
ural
env
ironmentwhi
l
ethey
’reper
for
mingt
hei
rtasks.

Di
aryst
udi
esar
ewhenweaskuser
stokeepadi
aryoft
hei
ract
ivi
ti
esandi
nter
act
ions
wi
thapr
oductorser
vicef
orust
orev
iewwi
tht
hem l
ater
.Int
erv
iewsandusabi
l
ity
t
est
ingi
nvol
vespeaki
ngwi
thuser
sandaski
ngt
hem quest
ionst
ounder
standmor
e
aboutt
hepr
obl
em andgetf
eedbackonourpot
ent
ial
sol
uti
on.

3.Usi
ngSt
ory
tel
l
ingt
oConnectwi
thUser
s

St
ory
tel
l
ingi
sapower
ful
tool
thatcanhel
pusconnectwi
thuser
sonadeeperl
evel
.By
cr
aft
ingacompel
l
ingnar
rat
iveandusi
ngst
ory
tel
l
ingt
echni
ques,
wecanengageuser
s
i
nawayt
hatgoesbey
ondt
hesur
face-
lev
elf
eat
uresandbenef
it
sofapr
oductor
ser
vice.
Co-
creat
ingst
ori
eswi
thuser
saboutt
hei
rli
vedexper
iencesi
sagr
eatwayof
encour
agi
ngt
heusert
oexpl
oreandshar
ethei
rownexper
iences.

Wecant
henpl
ayt
hesest
ori
esbackt
oot
hercust
omer
stohearhowt
heyr
esonat
eand
wher
ethei
rexper
iencesmaydi
ff
er.
Bydev
elopi
ngst
ori
eswi
thuser
s,wenotonl
ygett
o
benef
itf
rom hear
ingt
hei
rref
lect
ionsandt
houghtpr
ocesses,
butwegetahuman
cent
eredUXDesi
gnar
ti
factt
oshar
ewi
thourt
eam andst
akehol
der
s.

4.Engagi
ngi
nDi
alogueswi
thUser
sandCol
l
ect
ingFeedback

Thenumberonewayofget
ti
ngt
oknowy
ouruser
sist
osi
mpl
yspeakwi
tht
hem.I
t
doesn’
thav
etobeanymor
ecompl
i
cat
edt
hant
hat
.Byaski
ngcust
omer
stor
efl
ecton
t
hei
rexper
iencesandaski
ngpr
obi
ngquest
ionsal
ongt
heway
,wecandeepl
y
under
standwhatmat
ter
stot
hem t
hemost
.

Wecant
henuset
hisi
nfor
mat
iont
odeci
dewhatt
odesi
gnandhowt
odesi
gni
t.Two
mai
nappr
oachesf
orspeaki
ngwi
thuser
sar
e,st
ruct
uredandunst
ruct
uredi
nter
views.
Thebestwayt
ogett
oknowy
ouruser
sisbyspeaki
ngwi
tht
hem di
rect
ly.

St
ruct
uredi
nter
viewsar
ewheny
ouhav
easpeci
fi
csetofquest
ionst
haty
ouai
mto
wor
kthr
oughwi
theachcust
omer
.Keepi
ngy
ourquest
ionsconsi
stental
l
owsy
out
o
col
l
ectdat
aandcompar
etheuser
’sr
esponses.Thi
scanbepar
ti
cul
arl
yusef
ulwheny
ou
needt
obeabl
etohav
eadi
rectcompar
isonorcol
l
ectquant
it
ati
vedat
a.

Unst
ruct
uredi
nter
viewsar
ewheny
oudon’
tfol
l
owapr
edet
ermi
nedsetofquest
ions.
Youengagei
nopen-
endeddi
scussi
onwi
tht
heuserandl
ett
heconv
ersat
ionf
low
nat
ural
l
y.Mosti
nter
viewsar
eacombi
nat
ionofbot
hmet
hods.Thei
nter
viewermay
pr
epar
eal
i
stofquest
ionst
hatact
sasagui
debutwi
l
lal
sof
oll
owi
nter
est
ingl
i
nesof
t
houghtandconv
ersat
ion.

5.Obser
vat
ional
resear
chmet
hods(
e.g.f
iel
dst
udi
es,
useri
nter
views)

Obser
vat
ional
resear
chi
sat
ypeofr
esear
chmet
hodi
nwhi
chr
esear
cher
sobser
veand
r
ecor
dthebehav
iorofpeopl
e,ani
mal
s,ornat
ural
phenomenai
nthei
rnat
ural
env
ironment
.Obser
vat
ional
resear
chi
sanon-
int
rusi
vemet
hodofr
esear
ch,
asi
tdoes
noti
nvol
vei
nter
act
ingwi
thormani
pul
ati
ngt
hesubj
ect
sbei
ngobser
ved.

Obser
vat
ionalr
esear
chi
sat
ypeofr
esear
chwher
eresear
cher
sobser
veandr
ecor
dthe
behav
iorofpeopl
e,ani
mal
s,ornat
uralphenomenai
nthei
rnat
uralenv
ironment
.

Ther
ear
esev
eral
popul
arobser
vat
ional
resear
chmet
hods,
incl
udi
ng:

Nat
ural
i
sti
cobser
vat
ion:
Thi
sinv
olv
esobser
vingsubj
ect
sint
hei
rnat
ural
env
ironment
wi
thouti
nter
fer
enceormani
pul
ati
on.Par
ti
cipantobser
vat
ion:
Thi
sinv
olv
esbecomi
nga
par
toft
hegr
ouporcommuni
tybei
ngst
udi
edandobser
vingt
hei
rbehav
ior
sand
i
nter
act
ions.

St
ruct
uredobser
vat
ion:
Thi
sinv
olv
esusi
ngapr
edet
ermi
nedsetofr
ulesorgui
del
i
nes
f
orobser
vingandr
ecor
dingbehav
ior
.

Unst
ruct
uredobser
vat
ion:
Thi
sinv
olv
esobser
vingandr
ecor
dingbehav
iori
namor
e
open-
endedandf
lexi
blemanner
.

5St
epst
oImpl
ement
inganEmpat
hy-
Dri
venDesi
gnAppr
oach

1.Def
inet
hepr
obl
em cl
ear
ly,
byunder
standi
nguser
s’needsandobj
ect
ives

Acl
ear
lydef
inedcust
omerpr
obl
em i
simpor
tantbecausei
tser
vesast
hef
oundat
ionf
or
t
heent
ir
edesi
gnpr
ocess.
Wit
houtacl
earunder
standi
ngoft
hepr
obl
em t
hatneedst
obe
sol
ved,
iti
sdi
ff
icul
ttocr
eat
erel
evantandef
fect
ivesol
uti
ons.
Todef
ineapr
obl
em i
n
desi
gnt
hinki
ng,
theuserandt
hei
rneedsmustbei
dent
if
ied,
thepr
obl
em mustbe
def
ined,
andt
hepr
obl
em st
atementmustber
efi
ned.
Thi
smeansunder
standi
ngt
he
user
’sdemogr
aphi
cs,
behav
ior
s,needs,
andt
hegapbet
weent
hei
rcur
rentsi
tuat
ionand
t
hei
rdesi
redout
come.
Thef
inal
stepi
stocr
eat
eacl
earandconci
sepr
obl
em st
atement
t
hataccur
atel
ycapt
urest
hepr
obl
em t
hatneedst
obesol
ved.

2.Anal
yzeuserbehav
ior
sthr
oughobser
vat
ion,
int
erv
iewsandsur
vey
s

Obser
vat
ional
resear
chcanhel
pdesi
gner
sgai
nthecl
ari
tyt
heyneedt
odesi
gnef
fect
ive
sol
uti
onsbypr
ovi
dingi
nsi
ght
sint
otheuser
’sbehav
ior
s,needs,
andpai
npoi
nts.
By
obser
vinguser
susi
ngapr
oductorser
vice,
desi
gner
scani
dent
if
yar
easf
or
i
mpr
ovementandcr
eat
esol
uti
onst
hataddr
esst
heuser
’sunder
lyi
ngpr
obl
ems.
Topl
an
andpr
epar
etoobser
veuserbehav
ior
s,i
tisi
mpor
tantt
odet
ermi
net
her
esear
ch
quest
ion,
ther
esear
chdesi
gn,
thesubj
ect
s,andt
hedat
acol
l
ect
ionandanal
ysi
s
met
hods.
Iti
sal
soi
mpor
tantt
oensur
ethatt
her
esear
chi
sconduct
edet
hical
l
yandt
hat
t
hesubj
ect
sbei
ngobser
vedar
etr
eat
edwi
thr
espectanddi
gni
ty.
Final
l
y,i
t’
simpor
tantt
o
hav
eacl
earpl
anf
orcol
l
ect
ing,
anal
yzi
ng,
andr
epor
ti
ngdat
a.

3.Empat
hymappi
ngt
ogai
ninsi
ghti
ntouser
s’emot
ional
responsesassoci
atedwi
th
t
hepr
oductorser
vice

Uncov
eri
ngwhaty
ouruseri
sthi
nki
ng,
feel
i
ngandneedi
ngcanbeachal
l
enge.
An
empat
hymaphel
psdesi
gner
sgai
ninsi
ghti
ntot
hei
ruser
s’per
spect
ivesbypr
ovi
ding
t
hem wi
thanor
gani
zedv
isual
repr
esent
ati
onoft
hedat
atheyhav
egat
her
edont
hat
per
son.
Thi
stool
all
owst
eamst
oident
if
yar
easwher
einnov
ati
onmi
ghtt
akepl
aceas
wel
lasbui
l
dgr
eat
erunder
standi
ngf
ort
heneedsandpai
npoi
ntsexper
iencedbyend-
user
s–al
li
npur
sui
tofcr
eat
ingt
ail
oredsol
uti
onsal
i
gnedwi
tht
hoseexper
iences.
To
cr
eat
eanempat
hymap,
uset
heempat
hymapcanv
aspr
ovi
dedandf
oll
owt
hesest
eps:
def
inewhoy
ou’
remappi
ngf
or,
resear
chr
elev
anti
nsi
ght
sabouthowt
hisi
ndi
vi
dual
t
hinks,
feel
s&behav
es;
cat
egor
izei
taccor
dingl
ythendev
elopar
eadabl
est
ruct
ure
whi
chv
isual
l
ydi
spl
ayst
hei
nfor
mat
ioncol
l
ect
ed!

4.Cr
eat
eper
sonast
obet
terunder
standuser
’sneeds,
behav
ior
s,andmot
ivat
ions

Per
sonasar
eani
nval
uabl
etool
forunl
ocki
ngt
heuserexper
ience.
Bycr
eat
ingdet
ail
ed
f
ict
ional
char
act
ers,
desi
gner
scangai
nval
uabl
einsi
ght
sint
owhot
hei
ruser
sar
eand
whatdr
ivest
hem—hel
pingi
nfor
m pr
oductdesi
gndeci
sionst
ocr
eat
ebet
terexper
iences
f
orcust
omer
s.Thepr
ocessofmaki
ngauserper
sonabegi
nswi
thcol
l
ect
ing
demogr
aphi
cdat
aaboutt
het
argetaudi
ence:
ident
if
yingneeds,
goal
s,mot
ivat
ionsand
f
rust
rat
ionssoy
ouhav
eal
langl
escov
eredwhendi
vi
ngi
ntobui
l
dyouri
deal
cust
omer
pr
ofi
l
e.

5.Gat
herf
eedbackf
rom user
sdur
ingt
est
ingphasest
oval
i
dat
esol
uti
ons

Goodpr
oductorser
vicedesi
gndependsheav
il
yonunder
standi
ngt
heuser
s’needsand
exper
iences.
That
’swhyuserf
eedbackdur
ingt
est
ingi
ssov
aluabl
e–i
thel
pst
heUX
Desi
gnerandDesi
gnThi
nker
,gl
eani
nsi
ght
sthati
nfor
mfut
urei
ter
ati
onsoft
hei
rdesi
gns
aswel
lasi
dent
if
yanypr
obl
emsear
lyi
nthedev
elopmentpr
ocess.
Int
egr
ati
ngauser
r
esear
ch-
dri
venappr
oacht
ogat
her
ingf
eedbackensur
esal
lrel
evantdat
apoi
ntsar
e
col
l
ect
ed,
anal
yzed,
andusedef
fi
cient
lyt
hroughoutt
heent
ir
edesi
gnexper
ience:
from
det
ermi
ningkeyquest
ionst
oset
ti
nguppr
operanal
ysi
smet
hodsf
oreachst
ageof
t
est
ing.