Design thinking and innovation

Design thinking and innovation

• 2.
  Module 1&2 Empathy Interviewing
• 3.
  Contents • Empathy(Recap) • FocusGroup vs Skilled Interview • Empathy Interview/Skilled interview • Interview Question & Rules • Empathetic tools • Breakout activity-1 • Insights • Breakout activity-2 • Assignment • Summary
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  Empathy • In Empathizestage, the design thinker puts himself or herself into the shoes of the end user and tries to understand the needs of the customer. • The stage is oriented towards understanding the intended users and the problem from their viewpoint by observation, engagement and immersion. • Perform empathy work interviews, observations, research etc to gain a deep understanding of end users and challenges
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  Three Primary Methodsof Empathetic Research 1. Observation 2. Focus Groups 3. Skilled Interviewing
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  Focus Group vs.Skilled Interview
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  Focus Group vs.Skilled Interview Focus Groups Skilled interview use the Power of Interaction One to one interaction the panellists interact with each other The subject interacts only with the interviewer often leads to unexpected insights More refined insights More activities, surveys etc Open/Direct questions Note: What is the Focus group for this semester project?( Answer in Chat box)
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  Empathy Interview/ SkilledInterview • Empathy interviews are the cornerstone of Design Thinking. • By entering and understanding another person’s thoughts, feelings, and motivations: • we can understand the choices that person makes • we can understand their behavioral traits • we are able identify their needs. • This helps us innovate, and create products or services for that person.
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  Sample Empathetic Interview •Assume you are running a restaurant in KLU road/ wish to open a restaurant in KLU road. • Questions you ask your current customers: • Where do you have your food during college days? • What do you prefer to have for breakfast/lunch and dinner? • Why do you prefer to have that? • What snacks you like more? • How do you feel the foods in nearby shops? • What is your expected menu for a day?
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  GENERATE INTERVIEW QUESTIONS
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  1. Pair Up Oneto ask questions Other one to take notes and pictures Answers Questions 2. Your goal is to make him/her to talk as much as possible 3. Stay neutral to avoid influencing the user 4. One question at a time 5. The silence is good ! The user thinks, feels and going to ….talk 6. Open questions Interview Rules
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  7. Get theusers telling stories 8. Watch his/her emotions 9. Search for contradictions 10. Ask 5 times “why” to deeply understand user 11. Take pictures for the sharing of your interview 12. Identify his/her challenges, the famous job to-be-done Interview Rules
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  Empathize tools • Assumea beginner’s mindset • Ask What-How-Why • Ask the 5 whys • Empathy map • Conduct interviews with empathy
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  • Forget yourassumptions and personal beliefs • Misconceptions or stereotypes limit the amount of real empathy you can build. • A beginner’s mindset allows you to put aside biases and approach • Design with fresh eyes • What you should do • Don’t judge • Question everything • Be truly curious • Find patterns • Listen without thinking how you’re going to respond 1. Empathize - Beginner’s mindset
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  • Tool tohelp you better observe • Especially good for analyzing photos • What you should do for a specific observation • Divide a sheet into 3 parts – What / How / Why • What = write what you observe the user is doing without making assumptions • How = understand what the user is doing. Is it positive or negative, does it require effort? Use plenty of adjectives • Why = now you have to interpret; guess motivations and emotions, make assumptions that you have to test with users later 2. Empathize – Ask What – How - Why
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  • Repeating theWhy question 5 times to identify the root cause of a problem • Write down the problem and make sure that all people understand it. • Pay attention to the logic of cause-and-effect relationship. • Assess the process, not people. • When you form the answer for question "Why" - it should happen from the customer's point of view. 3. Empathize – Ask the 5 whys
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   Says  quotesfrom what users say during interview  Thinks  What users seem to think when experiencing the product  Does  Actions that the user takes during the experiment  Feels  The user’s emotional state (adjective + context) like Impatient: pages load too slowly 4. Empathize – Empathy map
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  Cont…EMPATHY MAPPING
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  • Ask why. •Never say “usually” when asking a question. • Encourage stories • Look for inconsistencies. • Pay attention to nonverbal cues. • Don’t be afraid of silence. • Ask questions neutrally and don’t suggest answers. 5. Empathize – Conduct interviews with empathy
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  Breakout Activity Rubrics: •Response of the Group: 2 Marks • Inclusion of given goal: 1.5 Marks • Presentation/Output of Activity: 1.5 Marks
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  Breakout session-1 • Amongthe project team students, create a batch of customers(Interviewee) and another batch of Design thinkers(Interviewer). One batch acts as interviewer and other one acts as customers. • Prepare a set of 5 interview questions on the topic of “Online learning apps and student mindset?” • 20Min for activity • Discussion in main room
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  S No: Questions 1 2 3 4 5 Breakoutsession-1
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  Insights • Empathy interviewsare used to gather insights. • These insights can then be used to identify issues and generate potential solutions. • Insights form the cornerstone of the design and innovation process, a lighthouse for what you should do next, and a catalyst for creating new value for your customers. • The ever-increasing explosion of data puts more knowledge at our fingertips than ever before, but you need to know what to do with it.
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  Interviewee’s goals &/ormotivation Interviewee’s aspirations Interviewee’s current experience Interviewee’s challenges &/or pain points 3 most important points about interviewee User Insights &/or Needs What went well with interview? What did not go well with interview? How can we do better for next interview? Post Interview Analysis
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  Breakout session-2 • Amongthe team, create a batch of customers(Interviewee) and another batch of Design thinkers(Interviewer). One batch acts as interviewer and other one acts as customer. • Conduct an interview with set of 5 interview questions on the topic of “Online learning apps and student mindset?” • 20Min for activity • Discussion in main room
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  S No: QuestionsInsights 1 2 3 4 5 Breakout session-2
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  Interview Questions YourAnswer Assignment Conduct empathetic interview for your end sem project “What can be design that will make 100% of citizen in India to be vaccinated for COVID-19?”
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  Summarize Empathetic Interview…. •Context: where, when, who and why? • Insights: what have you learned about your target users • Challenges: what are the pain-points, obstacles, gaps • Opportunities: What are some opportunities and new possibilities • Perspectives: How would you rethink about your design challenge project
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  Interview rules Identify thegroup of people whose problem that needs to be solved Interaction ways to understand the customer Interview process
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  Thank You