What Are We Actually Doing These 2 days?

Deepen the local Hawaiian experience for visitors.

Cultural Experiences Environmental Experiences

How do visitors experience Hawaii? How do locals experience Hawaii?

Deepen the local Hawaiian experience for visitors.

empathize: what?

When you feel what the other person is feeling. When you can mirror their expression, their opinions, and their hopes. empathize: what?

16 empathize: why?

Look for needs that are meaningful to THEM, not to you.

to discover people’s expressed and latent needs so that you can meet them through your design solutions. empathize: why?

empathize: how?

without judgment with a beginner’s eyes with curiosity optimistically respectfully

immerse observe engage empathize: how?

immerse yourself in the situations and experiences your user has

immerse observe engage empathize: how?

25 observe what your user is doing, how s/he is doing it, and what prompted the behavior

what is this person (or persons) doing? Notice what is happening both with the person and the context he/she is functioning within. how are they doing it? pretend you are describing the picture to someone not looking at it. why are they doing it this way? take a guess. start to form a story. then ask. what :: how :: why

immerse observe engage empathize: how?

1.seek stories 2.talk about feelings 3.ask “why” empathize: how?

1.“Tell me about the last time you…” 2.“What was the best…” “What was the worst… 3.“And why is that?” “Can you tell me more about that?” Questions:

1.Thinking you are a user and can design from your experience 2.Asking your user to design for you empathize is NOT:

1.seek stories 2.talk about feelings 3.ask “why” 4.capture your findings empathize: how?

construct a point of view, a unique, concise reframing of the problem that is grounded in user needs & insights define: what?

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43 Focus on individuals

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45

OXO Good Grips

come together and understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view define: how?

saturation space

Quotes Thoughts Feelings Actions

Quotes Thoughts Feelings Actions Nuggets “HUH.” “THAT WAS SURPRISING.” “THIS IS IMPORTANT, BUT I DON’T KNOW WHERE IT GOES YET.” “WHOA.”

45 min: empathy maps & nuggets for users do it now!

come together and understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view define: how?

point of view: components specific user deep need empathy-based insight

who’s your user?

Why do you think this user really has this need? Why is this need surprising or interesting? How does this user/need play out in this context? what’s an insight?

point of view: components user be specific need use verbs insight = observation + interpretation

user desperate nepali mother need to keep premature baby warm in the early hours insight most mothers don’t have the means to bring their baby to a hospital point of view: components specific user what nobody else noticed need, not solution

user teenager need to eat healthy food insight certain nutrients are necessary for physical and cognitive health and development point of view: components

user 9 th grade girl at a new school need to eat healthy food insight certain nutrients are necessary for physical and cognitive health and development point of view: components specific user

user 9 th grade girl at a new school need to feel socially accepted while eating healthy food insight certain nutrients are necessary for physical and cognitive health and development point of view: components specific user deep need that’s hers, not ours

user 9 th grade girl at a new school need to feel socially accepted while eating healthy food insight in her hood, a social risk is more dangerous than a health risk point of view: components specific user deep need that’s hers, not ours surprising finding rooted in empathy work

understand the experience identify user, reveal the needs, articulate insights reframe the problem into a new point of view define: how?

prepare your POV mad-lib user needinsight …NEEDS......BECAUSE... pick one category to start generating

40min group time: mad lib iterations generate users, needs, insights on post-its select & synthesize into a point of view do it now: POV mad-lib user be specific need use verbs insight = observation + interpretation; surprise, contradiction, why this situation is unique