Empathy & Define

Presented by Ina A. Murwani, MM., MBA.

 80-90%
new products
launched fail
Castellion, G. & Markham S.K. 2013. Myths About New Product Failure Rates Perspective: New Product Failure
Rates: Influence of Argumentum ad Populum and Self-Interest. Journal of Product Innovation & Management 30 pp. 976-
979
the biggest risk of business is…

making something nobody wants

 We build solution
first
6

*Lean Startup Machine intro deck

The common expressions (that may lead to failure) :

“I would like to have a business XXX”

“I would like to create XXX”
 Customer > Problem > Solution

THEN

Is there a business model around this

solution?
*Lean Startup Machine intro deck
 Customer > Problem > Solution

THEN

Is there a business model around

this solution?
9

*Lean Startup Machine intro deck

How can we guarantee
success?

10
How can we guarantee
success make less
mistakes?
11
 Design Thinking
• Creative Problem Solving
• Process to integrate what is desirable from human point of view
with what is technologically feasible and economically viable.
• The Problem should be Human Centered
3 Constraints
The solution should be an intersection of those
3 constraints
design thinking process

Inspiration Ideation Implementation

design mindset
what is it?
The mission of Design Thinking is to translate
observations into insights and insights into
product and services that will improve lives.
design thinking process

Inspiration Ideation Implementation

EMPATHY
What Is Empathy ?
 empathy
noun em·pa·thy \ ˈem-pə-thē \

Definition of EMPATHY
1: the action of understanding, being aware of, being sensitive to, and
vicariously experiencing the feelings, thoughts, and experience of
another of either the past or present without having the feelings,
thoughts, and experience fully communicated in an
objectively explicit manner; also : the capacity for this

2: the imaginative projection of a subjective state into an object so that

the object appears to be infused with it
https://www.merriam-webster.com/dictionary/empathy
Why Empathy Is Important?
Why Design Thinking Use Empathy as
Its First Stage ?
“To create meaningful innovations, you need
to know your users
and care about their lives.”

Source : Introduction to Design Thinking

Process Guide – Hasso Platner Institute Design
at Stanford
How To Empathize?
 Immersion
• Simulating the experiences of others is one way of
immersion
• It helps us understand what if feels like to be someone
.
else. Often new insights emerge when you physically try
the activities of others in their environment.

Source : Wisnu Dewobroto Material

 Observation
• View users and their behavior in the context of their lives
• As much as possible do observations in relevant contexts in addition to interviews.
• Some of the most powerful realizations come from noticing a disconnect between what
someone says and what he does.
• Others come from a work-around someone has created which may be very surprising to
you as the designer, but she may not even think to mention in conversation.

Source : Introduction to Design Thinking

Process Guide – Hasso Platner Institute Design
at Stanford
Observation Methodology
OBSERVATIONS are what you
notice

• Look for WHAT people are doing

• Look for HOW people are doing

something
INFERENCES are your
thoughts, reactions and
• Look for WHY they are doing it
that way ? explanations.
Sometimes we call this technique
‘interviewing’ but it should really feel
Engagement
more like a conversation.

Prepare some questions you’d like to ask, but expect to let the
conversation deviate from them.

Keep the conversation only loosely bounded.

Elicit stories from the people you talk to, and always ask “Why?” to
uncover deeper meaning.

Engagement can come through both short ‘intercept’ encounters and

longer scheduled conversations.
Source : Introduction to Design Thinking Process Guide – Hasso
Platner Institute Design at Stanford
The Anatomy of
An Interview
Tool #1: Empathy Map for Empathy
Exercise
 How to Use Empathy Map?
Step 1 – Field Work

Ask Open Pay Seek to

Conduct Interview Ended Attention to Know Pain, Observe Take Notes
Questions Emotions Gain

What emotions
Identify their Pains
drive the Observe the
What, Who, and Gains
appearance? Why? environment, take
Where, When, When? Who? a look at unique
Why, How details
How to Use Empathy Map?
Step 2 – Filling in Data
Tool #2: HMW Question –
Problem Statement
 How Do We Do It ?
#1 Define the
Theme

• Mapping your interview result to a

persona mapping
• You can add the persons life cycle (in
this case the activities that they have
to do to achieve the goals) – which
will be your theme
• You can use flip chart and post it.
 How Do We Do It ?
#2 Find Patterns

• Find a pattern
• Look for the keywords that always
come up in every interview
• What are
• Your Unexpected Learning
• What you would like to dig deeper
 How Do We Do It ?
#3 Define Insights
• Insights are a concise expression of what you have learned from your research and
inspiration. They are the “aha” moments and unexpected learnings.

• Sometimes, it can be helpful to write an insight in the form of Point-of-View (POV)

statement which makes an insight specific to a user or user group. A simple way to
create POV is through the POV equation

User + need + interesting learning = POV

You can Use Customer Profile as a Tool

• Gains describe the

outcomes customers wants
to achieve
• Pains describe bad
outcomes, risks, and
obstacles related to
customer jobs
• Customer jobs describe
what customers are trying
to get done in their work
and in their lives
 PROBLEM/NEED: Use VERBS instead
of NOUNS to define the problem/need.
• Nouns are often already solutions:
as an example, contrast “Joe needs a better pencil” with “Joe needs a
better way to write” or “Joe needs a better way to capture data.”
• In the first case the solution is already implied in the problem statement, so
there is only opportunity for incremental innovation.
• In the latter frames, there is an opportunity to come up with innovative
solutions that may go beyond an improved pencil.
Define : How Might We
 Your Project
• Your Project will be FINDING SOLUTION TO ANY SOCIAL ISSUES.
• It can be solving poverty, health, education, environment in a big scale or even a small
project such as improving empathy skills
• You have to go to the field. Do observation/immersion and interview.
• Finding your insights
• Present your problem statement (How Might We) in the next Video Conference
Good Luck !!