Final version empathic design v2
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Final version empathic design v2
- 1. Empathic Design The Smart Entrepreneur
- 2. GREAT IDEA! But does anyone want it? Copyright of Clare Brass RCA
- 3. Empathic Design: the background “We think the Mac will sell zillions, but we didn’t build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren’t going to go out and do market research. We just wanted to build the best thing we could build.” Steve Jobs Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 4. Some inventors and entrepreneurs are gifted with an ability to foresee what people will like in the future, based on their experience and observation of the world.... Many, on the other hand, make assumptions about users based on superficial information – and fail to make successful products Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 5. On the other hand... “For something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them. […] The broader one’s understanding of the human experience, the better design we will have.” Steve Jobs Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 6. Empathic design is a user-centred design research • Peoples’ needs at the centre of your project • A process which looks carefully at the way people do things to find out what they might really want Copyright of Clare Brass RCA
- 7. A user - anyone who comes into contact with a product. They may choose, touch or use your product - including internal staff, installers, buyers, specifiers, distributors etc USERS? Copyright of Clare Brass RCA
- 8. Empathic design is useful for serving • special interest groups such as children, diabetics, people in highly specialised jobs • people whose needs you may not fully understand if you are not one of them yourself Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 9. Understanding the consumer is the aim What does it feel like to be short-sighted? What does it feel like to be old? Or disabled? Copyright of Clare Brass RCA
- 10. Copyright of Clare Brass RCA Clear your mind of pre-conceptions… … look more closely with a fresh view (are you sure women over 60 prefer beige?)
- 11. Empathic design is not a complete replacement for more traditional market research, but rather a valuable guide for early product development before committing to prototypes. Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 12. 10 things Many insights Market Research Design Research Comparing research methods Lots of people few people Copyright of Clare Brass RCA
- 13. Focus groups Questionnaires /surveys Comparing research methods Ethnography User Centred Design research Great for innovationGreat for validation Market Research Design Research Copyright of Clare Brass RCA
- 14. Great for validation! Focus groups Questionnaires /surveys Comparing research methods 1. Users don’t behave as we expect 2. They often find great solutions to their own problems 3. They don’t say what they feel and don’t know what they want next If you just do this… You might miss out. Why? Clare Brass, RCA Copyright of Clare Brass RCA
- 15. Users often ‘solve’ things without saying there is a ‘problem’ User behaviour with existing product Possible source of a better solution? (Borrowing from the honey spoon) Credit: designrecherche on IDEO ‘Thoughtless Acts’ page For this and other examples see: http://www.flickr.com/groups/thoughtlessacts/ Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 16. The Empathic Design Process • Step 1: Observation • Step 2: Capturing data • Step 3: Reflection and analysis • Step 4: Brainstorming for solutions • Step 5: Developing prototypes of possible solutions Source: Leonard & Rayport 1997 Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 17. Step 1: Observation • WHO is observing? People with different backgrounds or expertise are likely to notice different things • WHAT are you observing? observe users in a live setting take notes, take pictures or use video/audio recording that you can revisit later Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 18. Follow people around Be nosey Recreate walk-throughs Copyright of Clare Brass, RCA
- 19. Ask people to record what they do …allow them to make discoveries Copyright of Clare Brass, RCA
- 20. Different approaches to observe • Inventing personas • Inclusive design: • margins to mainstream • market-centred design: targeting the average • Extreme users • Virtual observation: observation over the Web or an electronic network (e.g. a company’s internal network)/ observing and gathering metrics Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 21. What if you can’t find a real user? Inventing Personas Copyright of Clare Brass, RCA
- 22. How to do it ? • Think of a person you know (not you) • Give them a name, and invent some basic facts about them • Start by telling a story about the life of your persona then make up the rest to explore unexpressed needs and desires that they might have • Think of what they might say or do that fit with the story Inventing Personas Copyright of Clare Brass, RCA
- 23. How do personas help innovate? Personas are imaginary people They help innovating by: • Helping to avoid “grounding” • Creating visual profiles with which to tell stories • Enabling simulation real life situations • Building empathy and understanding of a user • Providing a perspective of different users Personas can uncover ideas for products as well as services. Help to communicate ideas through stories Inventing Personas Copyright of Clare Brass, RCA
- 25. Step 2: Capturing data • During observation/note taking: visual, sound and sensory clues! • During conversation: ask open-ended instead of Yes/No questions »e.g. ‘Why are you doing that’ • Look back over pictures and recordings – you may capture extra detail not noticed during the live session Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 26. Need for Reassurance Nesting Playfulness Isolation BoredomWaking up too early to catch plane Worries I may miss the plane Taking a taxi to the airport Cabbie says we will make it Worrying I may have forgotten something Get to the airport and check-in Big relief On plane Excited about the trip Food Food Food Lost in airport Poor signage Shared ride from airport nice people At hotel, at last, nice room Relax! Traffic jams Frustrating Queuing for customs “landing in 10 minutes” Check time: still a long way to go Not spoken to in English again An hour with nothing happening Award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow. Copyright of Clare Brass, RCA A Mood-o-gram: One Person’s Emotional Journey by IDEO
- 27. Step 3: Reflection and analysis When reviewing and analysing the information: • Ask other people who were not present at the observation session: no bias/ different point of view • What problems, habits and/or preferences have you and your colleagues observed in users? Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 28. Brainstorming: a process for generating new ideas • No criticism of ideas • Go for large quantities of ideas • Build on each others ideas – “yes, and…” • Encourage wild and exaggerated ideas Step 4: Brainstorm solutions Copyright of Clare Brass, RCA
- 29. • Fast • Fun • Visual • As wild as you want Purpose: to create as many ideas as possible in a short amount of time. Limiting any ideas during a brainstorm only hampers the process, and sometimes, a bad idea can lead to a great idea. Brainstorming: a process for generating new ideas Copyright of Clare Brass, RCA Step 4: Brainstorm solutions
- 30. Prototyping? Not only a highly finished model Step 5: Develop prototypes of possible solutions Copyright of Clare Brass, RCA
- 31. Proof-of-Principle Prototype Tests broad aspects of the intended design Form Study Prototype Size, shape, look & feel User Experience Prototype Active human interaction – not aesthetic Visual Prototype Appearance, colour, texture etc not functional Visual Prototype / working prototype May be smaller but fully working Different types of prototypes Copyright of Clare Brass, RCA
- 32. Testing and prototyping mitigates risk Copyright of Clare Brass, RCA
- 33. Prototyping • Fail early to succeed later • Rough prototypes – better to be quick, dirty and early rather than slow, perfect and late • Use ‘just enough’ technology to get going - e.g. use PowerPoint to fake software, cardboard to fake interiors, etc • ‘Throwing away’ prototypes is important and takes courage - more reason to put in minimum effort • Involve your users in your prototyping Copyright of Clare Brass, RCA
- 34. Example: weaning baby bottles Design Continuum designed a line of bottles for Chicco, the Italian baby products brand • By observing babies and mothers at home and small children in their kindergarten classes, the designers conceived a progressive line of bottles that would gradually encourage and help the child to become more independent on the path from breast feeding to drinking from a glass. • The bottles were conceived to meet the needs of children, mothers and pre-school teachers alike. Source: http://www.icsid.org/news/year/2006_news/articles267.htm Product names: ‘Take Up’, ‘Pull Up’, ‘Twist and Turn’ Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 35. More information on Methods More information and examples of methods can be found on the ‘Designing With People’ website of the RCA’s Helen Hamlyn Centre http://designingwithpeople.rca.ac.uk/methods Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 36. Ethics The Market Research Society sets out in its Code of Conduct: The [research] team will adhere to an ethical code when carrying out research and executing the project: • We will declare our intentions and what we are looking for from participants and why it is valuable as clearly as we can. • We will let participants know they can refuse to answer any questions and choose to discontinue research at any point. • We value participants as collaborators, but all participants’ identities will be kept confidential, unless otherwise requested. • Participants will be asked for permission before any images or videos are taken. • Compensation for participants’ time will be offered where possible. • We will not be judgmental of participants. Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 37. Ethics – a few exceptions There are some grey areas, for example: • It’s allowable to take pictures of people without asking permission in public spaces where people can expect to be observed; • However, technically it is said you should have signage stating what you are doing, so you may find it easier to just ask if you can take their picture. Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 38. Conclusion Empathic design is a powerful tool in the early stages of product development and ideation to: • Gather information and insight which target users may not even know about themselves • Understand what clients really need and think of how to provide it, along with solving problems more effectively • Think of product requirements, uses and features that may not have occurred to you before • Create products which users can connect with emotionally • Probably beat the competition as a result! Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
- 39. Further reading and info • Clarysse, B. and Kiefer, S., 2011. The Smart Entrepreneur. London: Elliot & Thompson, Ch. 9. • Leonard, D. and Rayport, J.F., 1997. Spark Innovation through Empathic Design. Harvard Business Review, Nov-Dec. • Royal College of Art’s ‘Designing with People’ website: http://designingwithpeople.rca.ac.uk/ • University of Loughborough’s ‘design-behaviour’ site: http://www-staff.lboro.ac.uk/~cddl/index.htm • Helen Hamlyn Centre for Design: http://www.hhc.rca.ac.uk/301/all/1/Industry.aspx Copyright of Bart Clarysse and Sabrina Kiefer The Smart Entrepreneur
Editor's Notes
- Empathic design is about observing and understanding specific people’s experiences, in order to conceive and design products which will fit their needs… … especially needs which sometimes, because of habits, users haven’t perceived by themselves.
- Key Points Comparing research methods (c) Looking at the return on investment for innovation work CB transcript Another way to compare the two is to think of the number of people you engage with to in comparison to what you get back out of it - the return on research investment, if you like… In market research you probably go and speak to in the order of a hundred or hundreds of people and that what you hope to get out of that is something in the order of ten things that you’re pretty certain are true. In design research what you tend to is go with a sample size of about ten people. I’ve done very valuable user design research with samples of six people and gone up to as many as 20 or 30 people, but essentially it’s a much smaller number of people. And what you get out of this is something like a hundred interesting or insightful things… Now, there may only be one truth in there and the job you have as a user centred designer is finding out which of these hundred insights is the one truth that will become your next product. What’s attractive with this small sample approach is that it’s obviously a lot quicker and cheaper to go and talk to ten people and you’re going to get a lot more interesting stuff out of this process in terms of innovation direction than you would in market research.
- Key Points Comparing research methods (b) CB transcript Methods to left great for validation. Methods to the right best for inspiration and innovation. So everything on the left-hand side is great for validation. Everything on the right-hand side works better for innovation. This is where most of the ‘leap-frog’ type innovation or so-called ‘break through’ ideas are actually going to come from. Any questions about the matrix?
- Key Points Comparing research methods (b) CB transcript Methods to left great for validation. Methods to the right best for inspiration and innovation. So everything on the left-hand side is great for validation. Everything on the right-hand side works better for innovation. This is where most of the ‘leap-frog’ type innovation or so-called ‘break through’ ideas are actually going to come from. Any questions about the matrix?
- Clare Brass - RCA
- Clare Brass- RCA
- Clare Brass - RCA
- Marketing has found endless ways of classifying people, but people are complex and every person is different. Single market segmentation may not reveal the true depth of individual human beings. Grounding is the natural behavior of initially finding a known reference point in a foreign information space. Once the person has grounded themselves, they can then use the starting point to understand the rest of the space. While grounding helps people adjust to complex situations, it can be detrimental when it happens during the design process. If, while conjuring up an interface, designers ground themselves in the design, they run the serious risk of creating an interface that only they can use. Personas are not YOU!
- Clare Brasse- RCA
- 1941 Alex Osborn, advertising executive
- 1941 Alex Osborn, advertising executive
- Proof-of-Principle Prototype (Model) A Proof of concept prototype is used to test some aspect of the intended design without attempting to exactly simulate the visual appearance, choice of materials or intended manufacturing process. Such prototypes can be used to "prove" out a potential design approach such as range of motion, mechanics, sensors, architecture, etc. These types of models are often used to identify which design options will not work, or where further development and testing is necessary eg in film: Pixar created several short films to test new techniques for water motion for Finding Nemo Form Study Prototype (Model). This type of prototype will allow designers to explore the basic size, look and feel of a product without simulating the actual function or exact visual appearance of the product. They can help assess ergonomic factors and provide insight into visual aspects of the product's final form. Form Study Prototypes are often hand-carved or machined models from easily sculpted, inexpensive materials (e.g., urethane foam), without representing the intended color, finish, or texture. Due to the materials used, these models are intended for internal decision making and are generally not durable enough or suitable for use by representative users or consumers. User Experience Prototype (Model). A User Experience Model invites active human interaction and is primarily used to support user focused research. While intentionally not addressing possible aesthetic treatments, this type of model does more accurately represent the overall size, proportions, interfaces, and articulation of a promising concept. This type of model allows early assessment of how a potential user interacts with various elements, motions, and actions of a concept which define the initial use scenario and overall user experience. As these models are fully intended to be used and handled, more robust construction is key. Materials typically include plywood, REN shape, RP processes and CNC machined components. Construction of user experience models is typically driven by preliminary CAID/CAD which may be constructed from scratch or with methods such as industrial CT scanning. Visual Prototype (Model) will capture the intended design aesthetic and simulate the appearance, color and surface textures of the intended product but will not actually embody the function(s) of the final product. Functional Prototype (Model) (also called a working prototype) will, to the greatest extent practical, attempt to simulate the final design, aesthetics, materials and functionality of the intended design. The functional prototype may be reduced in size (scaled down) in order to reduce costs. The construction of a fully working full-scale prototype and the ultimate test of concept, is the engineers' final check for design flaws and allows last-minute improvements to be made before larger production runs are ordered.
- James Dyson developed 5,127 prototypes before finally launching the Dyson Dual Cyclone bagless vacuum cleaner in 1993. In two years, it became a best-seller in the UK.
- Key points Prototyping The main UCD process to reduce 10 promising ideas down to the one that will go forward. The prototypes take the least amount of time required to make a useful assessment More about “Blue Peter” prototyping in this phase of User Centred innovation than the type of Rapid Prototyping using computer controlled tools. CB Transcript As I think I said earlier, one of the knacks to any design project is to get the failure out of the project as early as possible. Every project is full of failure, just make sure you do it nearer the beginning than the at the product launch. In general, people are reluctant to try things early – but rough is good, you cab get a great deal of useful user response from prototypes that are much rougher than most engineers or designers are comfortable making. e.g. in building software – I see teams spend a lot of time create a prototype platform for 3 weeks before spending another few weeks building something - I could rough something up in PowerPoint as a really crummy “click through” in 3 days and get a huge amount of early response before the other lot have really got started.. Perfect can be a waste of time – perfect also gets people too bought in, which results in teams pushing poor ideas through - they can’t bear to see their baby stumble… Throwing away ideas is hard – it needs lots of encouragement from you as UCD innovation managers… You will see in a Design Council video coming up soon that involving your users or your customers in testing is essential. Remember that bit yesterday when we said that users are a bit unpredictable? Let them help you try things out