The Empathic Designer - RGD Design Thinkers Conference 2014
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Why should designers care about empathy? Because it is the first step in developing a meaningful design solution.
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The Empathic Designer - RGD Design Thinkers Conference 2014
- 1. THE EMPATHIC DESIGNER: WHY YOUR NEXT GREAT DESIGN IDEA WONT COME FROM YOU November 7, 2014 - Sony Centre Strategy Room Association of Registered Graphic Designers
- 5. In the end its one of the last survivng replicants saves Decker as hes trying to kill him. The Replicant was more empathic than the human. Blade Runner is an emapthy Fable. Of what it means to be human. And what it means to be empathic.
- 9. The psychopathic designer test Glibness/superficial charm Grandiose sense of self worth Pathological lying Cunning/manipulative Lack of remorse or guilt Shallow affect shallow emotional life Callous/lack of empathy Failure to accept responsibility Need for stimulation Parasitic lifestyle Poor behavioral control Impulsivity Irresponsibility Promiscuous Many short term relationships
- 10. SO, WHY SHOULD DESIGNERS CARE ABOUT EMPATHY?
- 11. The New Designer Complexity Collaborative Context Accountability
- 12. The New Designer Trust Honesty Dignity
- 38. Topography of design research Sanders 2008
- 45. Try this at home 5 Easy activities to introduce collaboration into your design process
- 49. EMPATHY: Understanding the audience perspective Image from Alexander Osterwalder and Yves Pigneur
- 50. DEFINE: What is their challenge?
- 51. Understanding the audience Projective techniques Drawing the experience
- 52. Understanding the audience Projective techniques Drawing the experience
- 53. Understanding the audience Projective techniques Drawing the experience
- 54. Understanding the audience Projective techniques Drawing the experience
- 58. PROTOTYPE: How do they see it?
- 59. Valued Words Quick, new, fun, spontaneous, reliable, clean, accommodating, flexible, open and friendly Step One: Build vocabulary
- 60. Step three: Collect images
- 61. Step three: Distill images Valued Words Quick, new, fun, spontaneous, reliable, clean, accommodating, flexible, open and friendly
- 64. What if?
- 67. Monadic Approach A means for testing multiple design options Two groups of people Each group reviews one of the design options Compare the responses TEST: How do we evaluate design success
- 69. Understanding the clients mission & vision Collaborative Activity 1: The Random Serial Killer Test If someone were to buy the company at a generous price, guarantee that the employees would maintain their salaries albeit in a different industry, and that the buying company would destroy the firm and eliminate all its offerings, causing the company to no longer exist, would you accept the offer? Why, or why not?
- 70. DEFINE: Identifying client goals Defining business focus This exercise answers the question Given our resources, what should we do? Step 1: List top five goals Step 2: Rank for importance and feasibility Step 3: Chart points on the grid
- 71. DEFINE: Understanding the competition Step 1: Determine what is important to the audience in this category Step 2: Rank yourself And your competitors Step 3: Chart on a graph Step 4: Identify points of differentiation Competitive analysis Differentiation is about expressing a unique value that is meaningful to the target audience
- 72. People support what they help create. Empathy > Value > Innovation > Competitive advantage
- 73. Shameless promotion Published by Available at: Dave Holston The Strategic Designer www.the-strategic-designer.com dave@the-strategic-designer.com