Summary of Insights for innovation-IDEO Seeing with New Eyes Observing, Extremes, Interviewing, Empathy, Sharing insights hyunrok.sun@gmail.com

1. Insights for
InnovationSeeing with New Eyes -IDEO material
Observing, Extremes, Interviewing, Empathy, Sharing insights
Henry Hyunrok Sung
Hyunrok.sung@gmail.com
Social ID: @fraystation
2015.12.14
Digital Environment & Future Contents

3. 6 Tips for observing
- 행동, 성향, 고려, body language, patterns, unexpected
- What, How, Why

5. Identifying Extremes – 넓고 다른 관점

7. 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 듯하거나
Test하는 듯한 느낌 피할 것

8. Advanced interview tips
- Interviewee 대답을 기다리고, 선입견 없이 심사하거나 바로고치려고 하지말기.
- 잘난체 하지 않는 질문

10. Immersing in Empathy
Case Study
HOW AIRBNB DESIGN PRACTICES EMPATHY ON DESIGNAIRS

11. Why empathy is so important -AIRBNB DESIGN PRACTICES EMPATHY
Empathy가 왜 중요한가?
Empathy는 사용자들에 대해 이해하는 시간을 가지는 것. 사용자들에게 중요한
포인트가 무엇이고, 행복하게 해 주는 요소가 무엇인지 알 수 있는지? 만약에
당신이 이런 것들을 이해할 수 있다면, 정말 훌륭한 디자인을 할 수 있는 기회가
생기는 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, 이해할
필요가있다. 우리는 많은 개인의 필요와 동기에 염두하고 있고, 규모에 대한
설계를 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 accommodations
in their home or property and act accordingly. Since our product is used by everyone from best friends taking dream vacations to
artists 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.

12. Connect with users
사용자와의 연결
Host, Guest를 통해 배움. 온라인 피드백은 매우
중요하지만, 그것은 사람들이 우리의 제품을
어떻게 사용하는지 이해하는 대면 회의를
대신할 수는 없음.
Insights research team이 정기적으로 전 세계의
host와 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

13. Together@
Producer, Engineer들에게 공감을 형성하고,
그들이 작업이 Host에 어떻게 영향을
미치는지에 대한 의미있는 컨텍스트를
제공하기위한 프로젝트.
Host의 feeling에 대해 공감하기위해,
Host집에 초대하고 식사 준비도 함.
Project팀은 Host의 경험에 대해 공감하게
됨으로서 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

14. Be an active participant
Airbnb 직원들은 Travel credit이 있어 서비스를 체험함으로서 더 나은 사용자
경험 을 통해 더 나은 서비스를 만들 수 있음
Airbnb 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.
Tools
다양한 Device에서의 경험 또한 Airbnb 서비스의 경험의 한 부분이므로
Designer들은 최고의 경험을 만들기 위해 노력
Part 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.
Feedback
피드백을 추구하는 열린 문화
We 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

15. Be an active participant
Airbnb 직원들은 Travel credit이 있어 서비스를 체험함으로서 더 나은 사용자
경험 을 통해 더 나은 서비스를 만들 수 있음
Airbnb 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.
Tools
다양한 Device에서의 경험 또한 Airbnb 서비스의 경험의 한 부분이므로
Designer들은 최고의 경험을 만들기 위해 노력
Part 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.
Feedback
피드백을 추구하는 열린 문화
We 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

16. 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

17. View empathy as an opportunity to create
something memorable and timeless for your
users
Anticipate needs Needs에 대한 예측
피곤한 Guest에 대한 상상
It’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 balancing하기
While 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

18. 4 Tips for Empathy Immersion
1. CHANGE YOUR PERSPECTIVE 관점 바꾸기
Think 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 집중
Consider 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 경험
Have 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 EXPERIENCE
유사한 경험
Is there some quality of the experience you are designing (confusion? steep learning curve? fast pace?) that you could experience
analogously?

19. The Anatomy of an Insight
How 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 사람들을
움직이게 할 수있는 동기를 부여할 수 있다.  Inspire and motivate others to
innovate
What’s an insight?
AUTHENTIC=Real
Supported 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 보여주는
Offers a (previously hidden) glimpse into how people think or feel. It helps interpret the “Why?” behind human behavior.

21. Sharing Insights: 4 Steps to Summarize Insights
1. CAPTURING INDIVIDUAL DATA POINTS
On 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 WAYS
Notice 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 OTHERS
Work 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 share하고
feedback을 받아라. 당신이 의도했던대로 어떤 부분은 공감하고 어떤 부분은 또 공감되지 않았는가?
4. STORYTELLING YOUR POINT OF VIEW THROUGH
WORDS AND VISUALS
Pull 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.

22. 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?