empathy. why it matters
TRANSCRIPT
EMPATHY WHY IT MATTERS.
Mary Piontkowski Director of Insights & Service Design @ gotoresearch
@maryp
gotoresearch utilizes mixed methods of research from applied ethnography to evaluative testing.
These methods allow us to study the underlying needs, attitudes and behaviors of customers — gaining actionable insights to inform your product or service strategy.
Transforming healthcare for children and their families: Doug Dietz at TEDxSanJoseCA 2012
Deeper insights through contextual research and rapid ethnography are catching on.
Businesses are seeing that design thinking grounded in empathy is key to strategic product and service design.
IKO Prosthetic Creative Systems,Image from Business Insider
Design thinking starts with empathy.
Empathy involves …
• Deep listening
• Perspective taking
• Staying out of judgment
• Recognizing emotion
Brené Brown on Empathy: https://youtu.be/1Evwgu369Jw
“Minds are like parachutes; they only function when they are open.”
- Thomas R. Dewar
Empathy opens our minds.
A few achievable methods.CONTEXTUAL
INQUIRY
PRACTICING EMPATHY
EMPATHY MAPPING
JOURNEY MAPPING
SUPPORT & CARE
ECOSYSTEM
CO-CREATION
STORY TELLING
A few achievable methods.CONTEXTUAL
INQUIRY
PRACTICING EMPATHY
EMPATHY MAPPING
JOURNEY MAPPING
SUPPORT & CARE
ECOSYSTEM
CO-CREATION
STORY TELLING
Related methods.
CONTEXTUAL INQUIRY
• In Person, One on One Discussions
• Observation
• Rapid Ethnography
• Remote Interviews
• Diary Studies
Techniques.
CONTEXTUAL INQUIRY
• Open-ended questions
• The “5 Whys”
• Avoid leading
• Look deep
Capturing what you see and hear.
EMPATHY MAPPING
See Think & Feel
Hear Say & Do
Pain Gain
LET’S PRACTICE! Meet Doris.
Design thinking starts with empathy.
1. Work with your table of 3-4 people
2. Discuss & write down Doris’ pain points
3. Ideation: Discuss how your group can take action
Let’s share!
“We don’t have time for this."
"I believe if they had invested a handful of weeks in rapid ethnography, they would have saved themselves years of misdirected work.” - Ellen Isaacs, PARC Ethnographer
Brené Brown on Empathy