PHASE 1.

PURPOSE -
EMPATHETIC
UNDERSTANDING
PIPE MODEL OF DESIGN THINKING
INNOVATION IS NOT A TERMINAL PROCESS. Rather,
every innovation is considered best product that is
subject to enhancement.
 Learning Outcomes
After completing this module, you should be
able to:

1. craft 2. identify the 3. present

problem needs of your
Persona
user/community
statement;
; and
 The quest for purpose
PURPOSE - involves ability to get to know
EMPATHETIC the user (community),
recognize and define their
UNDERSTANDING problem using critical
thinking and empathetic
understanding.
An innovation is bound to be
useless unless we understand,
connect and care for the user
(community).
 Essential steps used in
this phase:

STEP 2 STEP 4
Preliminary Analyzing Data
research- through
books, internet STEP 3
STEP 1
Ethnographic Research-
Identification of a STEP 5
to gain deeper
problem/ issue in a understanding and Creation of Persona
community
connection with the
user
STEP 1.
Identification of
a Problem/Issue
Start looking for possible projects that you
will work on.
Identify a problem or issue in your
community that is close to your heart.
Who do you want to help?
Why do you want to help them?
 WHAT IS CURRENTLY
PROBLEM/ISSUE
BEING DONE TO
ADDRESS THE
PROBLEM?

WHAT IS THE
PROBLEM/ ISSUE
ABOUT?

WHAT FACTORS
CONTRIBUTE TO THE
PROBLEM? WHO NEEDS HELP?
STEP 2. Is this problem happening in

Preliminary
other places?

Research
Conduct an online research to gather
preliminary information about the
problem and issue.
Take note, you are not supposed to think
of any solution at this point. You are
doing this to understand more the
problem/ issues around your user.
Combine the information you gathered from Step 1 and Step 2. At
this point, you are now ready to identify the problem and craft
your problem statement!

How to craft a problem statement:

Identify the Verb+ Identify the User+ Problem to be tackled

Sample:

How can we help the students of ISU to become more effective self-directed learners?

How can we encourage the Ilaguenos to reduce plastic wastes?

 ACTIVITY 3

Craft your problem statement.

Problem Statement:
1.
2.
3.
STEP 3.
ETHNOGRAPHIC MAIN GOAL - is to gain deeper
understanding and connection

RESEARCH - EMPATHY with the community

STUDY How do you get to know the

people involved in the
issues/problems in the
PUT YOURSELVES IN THE SHOES OF OTHERS community? How can you
connect with them?

You may use the following methods:

1. Observation

2. Interview
 The purpose of this method is to use AEIOU and POEMS

OBSERVATION observation technique as tools for empathy study. During field

observation, record observations under appropriate headings.
 The purpose of this method is to use AEIOU and POEMS

OBSERVATION observation technique as tools for empathy study. During field

observation, record observations under appropriate headings.
 Use interview as a technique to clarify observations and
INTERVIEW assumptions. This is your opportunity to dig deeper into the
inner thoughts and feelings of the user.
It is best to conduct face-to-face interviews to discover your user
and their needs.
During the interview:
Probe to uncover the truths behind their human story
Observe their non-verbal cues as well as pick out
observations of their natural setting
Record all the interview data for analysis (word for word)

ROLES
Interviewer
Notetaker
Observer
INTERVIEW
Type A questions helps to keep your interviewees at ease while you build rapport with him/her
before moving into ‘tougher’ Type B questions which unravels deeper information.
Type B questions will aim to evoke stories and explore emotions. Conclude with Type A questions
as you end your conversation.

Interviews are not surveys. Do not ask a list of questions. Build on the answers
of your interviewees.
INTERVIEW
 TYPE A QS

TYPE A QS

TYPE B QS
 ACTIVITY 4

1. Prepare your guide questions prior to the

conduct of your interview using the
template (NEXT SLIDE)
2. 2. Conduct an ethnographic
research/empathy study.
EXPECTED OUTPUTS

STEP 1: IDENTIFICATION OF A PROBLEM/ISSUE

Attach Individual Output ( Activity 2)
STEP 2: PRELIMINARY RESEARCH
Attach summarized research about the chosen Problem/Issue
Activity 3: PROBLEM STATEMENT
Attach 5 possible Problem Statement
STEP 3: Etnographic Research/ Activity 4
Attach Output on Observation using AEIOU or POEMS template
Attach Guide Questionnaire using the template provided.