Insights for InnovationSeeing with New Eyes -IDEO material

Observing, Extremes, Interviewing, Empathy, Sharing insights

Henry Hyunrok Sung Hyunrok.sung@gmail.com

Social ID: @fraystation

2015.12.14Digital Environment & Future Contents

6 Tips for observing

- 행동, 성향, 고려, body language, patterns, unexpected- What, How, Why

Identifying Extremes – 넓고 다른 관점

5 Tips for Interviewing - Interviewee와 Empathize

Person explore topics of interest deeper into the most interesting area

관계형성- Eye contact, smiling signal, interested,- 더 많이 아는 듯한 느낌 자제, 심문하는 듯하거나Test하는 듯한 느낌 피할 것

Advanced interview tips

- Interviewee 대답을 기다리고, 선입견 없이 심사하거나 바로고치려고 하지말기.- 잘난체 하지 않는 질문

Immersing in Empathy

Case StudyHOW AIRBNB DESIGN PRACTICES EMPATHY ON DESIGNAIRS

Why empathy is so important -AIRBNB DESIGN PRACTICES EMPATHY

Empathy가 왜 중요한가?Empathy는 사용자들에 대해 이해하는 시간을 가지는 것. 사용자들에게 중요한포인트가 무엇이고, 행복하게 해 주는 요소가 무엇인지 알 수 있는지? 만약에당신이 이런 것들을 이해할 수 있다면, 정말 훌륭한 디자인을 할 수 있는 기회가생기는 것.Empathy is taking the time to listen to your users. What’s important to them? What are their pain points and what makes them happy? If you take the time to understand this, you have the opportunity to design something truly great.

Host 인 경우: Guest의 인식, 요구 및 경험에 대해 생각을 해야하고,Guest인 경우: Host가 집의 숙박 시설을 제공함으로, 그에 따라 행동하고, 이해할필요가있다. 우리는 많은 개인의 필요와 동기에 염두하고 있고, 규모에 대한설계를 한다. (살고싶은 도시에 살기위해 second income에 의존하는 artists host들, dream vocation을

가지고자하는 guest)Empathy is especially valuable to us because it’s at the root of our service. If you’re a host, you need to think about guest perceptions, needs, and experience. If you’re a guest, you need to understand the host has graciously offered you accommodationsin their home or property and act accordingly. Since our product is used by everyone from best friends taking dream vacations toartists relying on a second income to stay in the cities they love, we’re designing for scale. It’s important for us to be mindful of the needs and motivations of many individuals.

Connect with users 사용자와의 연결

Host, Guest를 통해 배움. 온라인 피드백은 매우중요하지만, 그것은 사람들이 우리의 제품을어떻게 사용하는지 이해하는 대면 회의를대신할 수는 없음.

Insights research team이 정기적으로 전 세계의host와 guest를 만나 모두를 위한 디자인을 함.

고객들을 더 이해하기위해 field studies, usability studies, interviews, surveys를 사용

We’ve learned the most by getting out there and talking to hosts and guests. Online feedback is great, but it’s no substitute for meeting face-to-face to understand how people are using our product. Our Insights research team routinely meets with hosts and guests all over the world and we’re careful to remind ourselves to design for everyone. We use field studies, usability studies, interviews, and surveys to better understand who we’re designing for.

Hosts share some feedback at a community meetup in Spain.

How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

Together@

Producer, Engineer들에게 공감을 형성하고, 그들이 작업이 Host에 어떻게 영향을미치는지에 대한 의미있는 컨텍스트를제공하기위한 프로젝트.

Host의 feeling에 대해 공감하기위해, Host집에 초대하고 식사 준비도 함. Project팀은 Host의 경험에 대해 공감하게됨으로서 더 나은 Product decision을 하게됨.

Together@ was a project aimed at nurturing the empathy of our producers and engineers and giving meaningful context to how their work affects hosts. To really get a feeling for what hosts do, several team members invited hosts over or prepared a meal at host homes. It was meant to be a friendly conversation between friends more than anything, but we felt like it enabled better product decisions by helping those teams feel more connected to the host experience.

Airbnb employees and hosts share an evening of conversation in Costa del Sol, Spain.

How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

Be an active participantAirbnb 직원들은 Travel credit이 있어 서비스를 체험함으로서 더 나은 사용자경험 을 통해 더 나은 서비스를 만들 수 있음Airbnb encourages all team members to be regular users of the service (as guests and hosts) and gives all employees travel credit to make that happen. While we take advantage of it to stay in the places we’ve been drooling over, it’s not just a perk. It allows us to be better versed in what our users experience. When we don’t lose touch with what it’s like to use Airbnb we can better understand the feedback we receive and design with it being top of mind.

Tools다양한 Device에서의 경험 또한 Airbnb 서비스의 경험의 한 부분이므로Designer들은 최고의 경험을 만들기 위해 노력Part of the Airbnb experience is in the different devices people use. We’re a bit unique in that we’re not concerned about having iOS or Android specific designers. Our designers spend time using all kinds of iOS and Android devices to design for a great experience across multiple platforms.

Feedback피드백을 추구하는 열린 문화We have an open culture of seeking out feedback and there’s an understanding that we all have different strengths. There are no stupid questions, only opportunities for learning and improving.

How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

Be an active participantAirbnb 직원들은 Travel credit이 있어 서비스를 체험함으로서 더 나은 사용자경험 을 통해 더 나은 서비스를 만들 수 있음Airbnb encourages all team members to be regular users of the service (as guests and hosts) and gives all employees travel credit to make that happen. While we take advantage of it to stay in the places we’ve been drooling over, it’s not just a perk. It allows us to be better versed in what our users experience. When we don’t lose touch with what it’s like to use Airbnb we can better understand the feedback we receive and design with it being top of mind.

Tools다양한 Device에서의 경험 또한 Airbnb 서비스의 경험의 한 부분이므로Designer들은 최고의 경험을 만들기 위해 노력Part of the Airbnb experience is in the different devices people use. We’re a bit unique in that we’re not concerned about having iOS or Android specific designers. Our designers spend time using all kinds of iOS and Android devices to design for a great experience across multiple platforms.

Feedback피드백을 추구하는 열린 문화We have an open culture of seeking out feedback and there’s an understanding that we all have different strengths. There are no stupid questions, only opportunities for learning and improving.

How we practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

Empathy is win-win for everyone involved

You better understand and relate to the needs of others

사람들의 Needs에 대한 더 나은 이해

You can make the product more human

Human oriented product를 만들 수 있음

You better understand how you are perceived

인지하는 방법에 대한 더 많은 이해

You can make more intuitive decisions

더 직관적인 결정

You’re better able to predict the reactions and actions of others

더 나은 예측-다른 사람들의 행동과 반응

You can better handle criticism from others when you understand their motivation

다른 사람들의 동기부여을 이해하면, 더 나은 비판을 처리할 수 있음

Benefits -AIRBNB DESIGN PRACTICES EMPATHY

View empathy as an opportunity to create something memorable and timeless for your users

Anticipate needs Needs에 대한 예측피곤한 Guest에 대한 상상It’s one of our Core Values at Airbnb and best illustrated in the host process. Imagine you have a tired guest that’s been traveling all day to get to your listing. You don’t want to bombard them with questions. You want to let them settle into your home by anticipating their needs. Perhaps you offer them tea, show them their room (and bathroom), and let them know you’re there to help once they’re rested. This applies to design as well. You can anticipate user needs while using a service.

Don’t make assumptions 너무 많은 가정하지 말고 balancing하기While you can anticipate some needs, you don’t want to make too many assumptions. It’s a balancing act. It’s often helpful to ask the questions you think you already have the answers to and ignore your expertise.

Listen It can be humbling, but critics help you improve, so let them talk. Even if you disagree with their conclusion, by listening you will come across as receptive and open-minded. View criticism as an opportunity to understand why someone feels that way. It may not always be constructive or helpful, but you won’t know that unless you’re making an effort to listen.

How you can practice empathy -AIRBNB DESIGN PRACTICES EMPATHY

4 Tips for Empathy Immersion

1. CHANGE YOUR PERSPECTIVE 관점 바꾸기Think of ways you can alter your perspective to better relate to someone who sees things differently than you do. See what you discover.

2. LIMIT YOURSELF 집중Consider who you’re designing for and any aspect of their experience that you might take for granted. What happens when you take that ability away from yourself?

3. DO IT YOURSELF 개인적인 경험Have you personally experienced the products, services or experiences you’re creating? How can you do something firsthand to understand what it might feel like?

4. ENGAGE IN AN ANALOGOUS EXPERIENCE유사한 경험Is there some quality of the experience you are designing (confusion? steep learning curve? fast pace?) that you could experience analogously?

The Anatomy of an InsightHow you know you have an insight worth sharing.

Insights are the heart and soul of creating solutions

본인이 찾은 insight를 팀에게 잘 공유하는 것은 일을 잘 할 수 있게 하고 사람들을움직이게 할 수있는 동기를 부여할 수 있다. Inspire and motivate others to innovate

What’s an insight?AUTHENTIC=RealSupported by observations with real people.

NON-OBVIOUS=명확한, 평범하지 않은“News you can use” that goes beyond an observation or something someone would immediately think of when describing the subject.

REVEALING=이전에는 알려지거나 본 적이 없는 것을 보여주는Offers a (previously hidden) glimpse into how people think or feel. It helps interpret the “Why?” behind human behavior.

Sharing Insights: 4 Steps to Summarize Insights

1. CAPTURING INDIVIDUAL DATA POINTSOn post-its, capture quotes, observations and interpretations you have from your interviews, observations, empathy immersion and learnings from extremes.인터뷰, 관찰, 공감한 것들을 포스트 잇에 적는다.

2. CONNECTING THEM TOGETHER IN MEANINGFUL WAYSNotice themes and patterns and cluster your post-its when they have similar topics. Try out a few things you might

call that theme.

패턴이나 theme별로 포스트 잇 그룹을 만들어 본다.

3. CRAFTING INSIGHTS TO SHARE WITH OTHERSWork to make your insights informative, inspiring and memorable. Try and try again. Share what you are working

On with others for feedback. What’s working and what isn’t?

유익하고, 영감을 줄 수 있고, 기억에 남을 수 있게 만들어라(반복적인 작업 필요). 다른 사람과 내용을 share하고feedback을 받아라. 당신이 의도했던대로 어떤 부분은 공감하고 어떤 부분은 또 공감되지 않았는가?

4. STORYTELLING YOUR POINT OF VIEW THROUGH

WORDS AND VISUALSPull your themes together into a story. Use visuals to bring your points to life for others.

Visualize를 통해 다른 사람들이 당신의 핵심 insight를 공감할 수 있게 해 Story를 만들어라.

Sharing Insights: 3 TIPS FOR CRAFTING A GOOD INSIGHT

1. INFORM Does it shed light on what people need and want?정보제공=사람들이 필요로하고 원하는 것을 조명하고 있는가?

2. INSPIRE Is it motivating? Does it make you FEEL something in order to DO something?영감을 주는=동기부여를 제공하는가?

3. MEMORABLE Is it phrased in a way that will stick with you and be easy to share with others?다른사람들과 공유하기가 쉽고, 기억할만하고 인상적인가?