Scribd Logo
Upload

Welcome to Scribd!

  • 1 views

    4 Empathy, Innovation and Idea Generation FA24 AJC

    Uploaded by

    nibabadaniubi666

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    4 Empathy, Innovation and Idea Generation FA24 AJC

    Uploaded by

    nibabadaniubi666
    1 views16 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1 views16 pages

    4 Empathy, Innovation and Idea Generation FA24 AJC

    Uploaded by

    nibabadaniubi666

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 16

    Sit next to

    someone
    you don’t
    know

    EMPATHY & DESIGN THINKING


    Prof. Jno-Charles
    WHAT IS DESIGN THINKING?

    An approach an • Human-centered process that


    can lead to new forms of value
    entrepreneur can creation

    take to solve • Design thinking encourages


    the creation of new
    complex problems ideas/opportunities
    FOR people. • Iterative and team-based
    • It’s a methodology that
    demands practice
    THOROUGH OBSERVATION: AEIOU OBSERVATION FRAMEWORK

    • Activities WHAT ARE PEOPLE DOING?

    • Environment HOW ARE PEOPLE USING THE ENVIRONMENT?


    WHAT’S THE ROLE OF THE ENVIRONMENT?

    • Interactions DO YOU SEE ANY ROUTINES? DO YOU OBSERVE


    SPECIAL INTERACTIONS BETWEEN PEOPLE?
    BETWEEN PEOPLE & OBJECTS?

    • Objects WHAT’S THERE AND BEING USED OR NOT USED?


    DESCRIBE ENGAGEMENT WITH OBJECTS.

    • Users WHO ARE THE USERS? WHAT ARE THEIR ROLES?


    LOOK FOR EXTREME USERS.
    OBJECTIVE OBSERVATION: A KEY DISTINCTION

    OBSERVATION INSIGHT
    • Description of only what you see – • Analyzing reasons or causes of what
    without bias or judgement you are observing
    • facts without any interpretation • Trying to explain why you see what
    you see
    – [USERS] need [VERB] because [WHY]
    LET’S PRACTICE: OBSERVATION? INSIGHT?
    Skills needed for Design:
    1. Observation
    2. Listening
    3. Emotional Intelligence
    EMPATHY:
    4. Problem Framing (in Context) THE BASIS OF HCD
    5. Problem Solving
    EMPATHY

    “Putting yourself in
    somebody else’s shoes”

    Psychological identification with


    or vicarious experiencing of the
    feelings, thoughts, or attitudes of
    another
    THE DESIGN THINKING PROCESS
    Build versions of
    What are people going through? possible solutions.
    What do they need?
    How might we solve it?

    Get feedback from


    What’s the actual problem customers.
    we need to solve? How can we improve
    the solution?
    OPPORTUNITY ASSESSMENT: A HUMAN CENTERED DESIGN APPROACH

    START HERE
    Desirability: What people
    (typically users) want/need
    Desirability
    Feasibility: What is
    technically and
    organizationally feasible

    Feasibility Viability Viability: What is


    financially viable and
    sustainable
    Final solutions should be at the intersection.
    Source: IDEO Human Centered Design Toolkit
    WHY IS EMPATHY IMPORTANT?

    Without empathy…
    • You cannot grasp problems you have not experienced first-hand!
    • You cannot fully understand your customer’s true need!
    • You cannot identify, develop, evaluate entrepreneurial opportunities!
    • You are limited to opportunities where you are the only customer!
    MIT’S DESIGN CHALLENGE: THE WALKER

    • Describe the steps the MIT team


    took to redesign the walker
    – In what ways was this a human-
    centered process?
    • What did you find surprising?
    – About what the team discovered
    about their market?
    – About their process?
    THE
    BACKPACK
    DESIGN
    CHALLENGE
    WRAP UP
    • What was your biggest take-away
    from today?
    • What are you still unsure about?
    • What is a potential mid-term
    question?
    • How can you use today’s content
    outside of class?
    LOOKING FORWARD

    Problem Solving & Ideation


    • Read: Chapter 4: Creating and Recognizing New Opportunities in the Entrepreneurship textbook

    DISC ASSESSMENT Due Sunday Sept 8 @ 11:59pm


    Empathy, innovation,
    & idea generation
    PRACTICING EMPATHY – THE 5 WHY’S

    “How do you buy your clothes?”


    • Start by asking a pretty broad question about your Interview participant’s habits or behaviors then ask
    “why” to their response five times in a row.
    • Remember that you’re going for depth (ie “Why weren’t you able to buy the fertilizer you needed?”).
    • Write down what you hear, paying special attention to moments when it feels like you’ve moved a level
    deeper into understanding why the person does what she does.
    • What have you deduced about the person’s core problem or driver?

    You might also like