designing with empathy [awwwards 2014]

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Every decision we make affects the way real people experience our products. We’ve all heard the rallying cry for user-centered design, but even those of us who ascribe to that ideal often fall back on our own biases and instincts when it comes to making decisions about how people experience our content and our services. Sadly, this often means we make decisions we think will be good for our "users"—that anonymous, faceless crowd—rather than actually trying to understand the perspectives, surroundings, capabilities, and disadvantages of the actual people who we are here to serve.

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  • 1. Aaron Gustafson Designing with EmpathyA COLLABORATION WITH

2. Designing Empathy withAaron Gustafson @AaronGustafson adaptivewebdesign.info 3. Photo Credit: Stuck in Customs 4. Designing Empathy with 5. Design Image Credit: L.e.eArt _Photo Credit: faith goble 6. Photo Credit: Abby LanesArt serves the Artist 7. Ive been amazed at howoften those outside the discipline of design assume that what designers do is decorationlikely because so much bad design simply is decoration. Good design isnt. Good design is problem solving. Jeffrey Veen 8. design /dzn/ To devise for a specific function or end Classical: To indicate Medieval Latin: designare, to mark out 9. David Carson has been called the most influential graphic designer of our timesPhoto Credit: Marc Eckardt for FontShop, Berlin. 10. It was Art 11. It was Ego 12. subjective, personal, and self-indulgentPhoto Credit: Marc Eckardt for FontShop, Berlin. 13. Your ego is abad designer. Christopher Butler 14. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html 15. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html 16. Just because you can doesnt mean you shouldPhoto Credit: harald walker 17. Photo Credit: Laurence & AnnieDesign isnt about showing off 18. Design toPhoto Credit: altemarkcommunicate not alienate 19. Design = Creativity for Communication 20. Designing Empathy with 21. empathy /em-p-th/ From the Greek empathia meaning state of emotion 22. empathy /em-p-th/ The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner 23. Meet Charlie 24. and Jack 25. Empathy requires us to observe Photo Credit: [phil h] 26. Empathy requires us to ask questions Photo Credit: [phil h] 27. Empathy requires us to listen Photo Credit: [phil h] 28. Empathy requires us to use our intuition Photo Credit: [phil h] 29. Empathy requires us to be patient Photo Credit: [phil h] 30. Perspective is everythingPhoto Credit: ZeroOne 31. Empathy is about showing solidarity with others who have a one and only life on this planet. Jeremy Rifkin 32. Solidarity requires communicationPhoto Credit: LeonArts.at 33. Global Community Nation States Religious Groups Tribes 34. Global response within 3 hoursPhoto Credit: United Nations Development Programme 35. empathy /em-p-th/ The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner 36. empathy /em-p-th/ The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner Also: the capacity for this 37. John Rawls 1921-2002 38. Selfishness is a survival instinctPhoto Credit: Malingering 39. Photo Credit: Stuck in CustomsWe are able to empathize by seeing ourselves in others. 40. Personas foster empathyIn UX, we use personas to help us empathizeCredit: Kevin OConnor 41. They also frequently devolve into another name for the userPhoto Credit: Tinker*Tailor loves Lalka 42. Personas need to be real. They need to be human. Photo Credit: code poet 43. User Scenarios = situational empathyPhoto Credit: Sergiu Bacioiu 44. User Scenarios = situational empathy User scenarios = situational empathyKitty: Sergiu Bacioiu; Fire: Mr. Theklan 45. Design is problem a solvingPhoto Credit: Unhindered by Talent 46. AOCENT RAL F.FRONTLLBEE TAL LO B PAR I EOCCIPITAL EXO LOBE OF. IAN V SYLTEMOCCIPITAL F.L ORA PLOBECC IPIT ALFF. 47. AOCENT RAL F.FRONTLLBEE TAL LO B PAR I EOCCIPITAL EXO LOBE OF. IAN V SYLTEMOCCIPITAL F.L ORA PLOBECC IPIT ALFF. 48. AOCENT RAL F.FRONTLLBEE TAL LO B PAR I EOCCIPITAL EXO LOBE OF. IAN V SYLTEMOCCIPITAL F.L ORA PLOBECC IPIT ALFF. 49. Call out the relevant facts: Bob is a mechanic He is left- handed He wants to look up parts info (and possibly order a replacement part) while under a car Photo Credit: Neil. Moralee 50. We only need enough detail to be able to put ourselves in his shoes. Who cares about his macchiato addiction? Photo Credit: Frisno 51. We want info on his goals, needs, circumstances, outside influences, distractions, and limitations. Photo Credit: Neil. Moralee 52. User scenarios help us empathize in a productive wayPhoto Credit: Chris Garrison 53. Photo Credit: Horia Varlan 54. Set a performance budgetPhoto Credit: Gunnar Ries 55. Author appropriate contentPhoto Credit: schoschie 56. Consider physical limitationsPhoto Credit: lastquest 57. Facilitate satisfactionPhoto Credit: CaptPiper 58. Dont create unnecessary barriersPhoto Credit: andrechinn 59. Dont force your agenda on your customersCredit: XKCD 60. Support common assistive technologyCredit: windsordi 61. Help users learn to accomplish complex tasks and reward them for doing so. Credit: pasukaru76 62. Progressive Reductionhttp://layervault.tumblr.com/post/42361566927/progressive-reduction 63. Progressive Reductionhttp://layervault.tumblr.com/post/42361566927/progressive-reduction 64. Progressive Reductionhttp://layervault.tumblr.com/post/42361566927/progressive-reduction 65. Hurt not others in ways that you yourself would find harmful. BuddhismDo unto others as you would have them do unto you. ChristianityThe Golden Rule No one of you is a believer until he desires for his brother that which he desires for himself. IslamWhat is hateful to you, do not to your fellow man. That is the entire law; all the rest is commentary. Judaism 66. [Progressive enhancement]keeps the design open to the possibilities of sexiness in opportune contexts, rather than starting with the whole experience that must be compromised. Ben Hoh 67. Egalitarianism Equality of opportunity, not equality of outcome 68. Designing Empathy with 69. Thanks! L@aarongustafson 70. Designing with Empathy by Aaron Gustafson @AaronGustafson Further reading: http://is.gd/readlist_empathy Slides available at http://slideshare.net/AaronGustafson This presentation is licensed under Creative Commons Attribution-Noncommercial-Share Alike 3.0 except where otherwise noted flickr Photo Credits http://www.flickr.com/photos/aarongustafson/galleries/72157633153882514/ http://www.flickr.com/photos/aarongustafson/galleries/72157633161513316/