Design Thinking

for Innovation
Module 2: Empathize
and Understand
Today’s Agenda

• Introduction to Empathetic Research

• Limitations of Traditional Research
• Goals of Empathetic Research
• Methods of Empathetic Research
• Observation
• Skilled Interviewing
• Quiz on Module 1
• Recapitulation and Assignment
Introduction to
Empathetic Research
Introduction to Empathetic Research: Three Points

• Limitations of Traditional Research

• Goals of Empathetic Research
• Methods of Empathetic Research
Traditional Research

• What research methods do companies use to learn about their

customers?
• Type your answers in chat now.
• Surveys
• Questionnaires
• Feedback Forms
• Consumer Testing
Focus of Traditional Research

• What kind of information do companies try to get from their

customers that will help to design new solutions?
• (What QUESTIONS do companies ask?)
• What do customers want?
• Will customers buy the products?
• How much will customers pay for the products?
• How satisfied are customers with the solutions they are using now?
Limitations of Traditional Research

• What are some of the limitations of traditional research

methods?
Limitation 1: People Don’t Do What They Say
Limitation 2: People Won’t Say What They Do

Do you
cheat at What
school? the ?????
???
Limitation 3: People Can’t Say What They Do

• Post your answer to this question in chat now:

How do you eat your breakfast?
Three Goals of Empathetic Research
1. Learn what the customer (or user) THINKS
2. Learn what the customer (or user) FEELS
3. Learn what the customer (or user) DOES

MIND HEART ACTIONS

Two Different Goals

Goals of Traditional Research Goals of Empathetic Research

Understand a BUYER Understand a HUMAN BEING
SELL the solution DESIGN a solution
Why is Empathetic Research So Different?

• We want to learn people’s thoughts, feelings, and habits so we

can design solutions that fit with them
• We want to identify people’s needs so we can design solutions
that meet them
• In addition to observing problems, we want to discover
opportunities that cannot be observed, but must be imagined.
Methods of Empathetic Research

• The most common methods:

• Observation
• Skilled Interviewing
• Focus Groups
Observation
What Does Observation Mean?

• LOOK! • LISTEN!
Three Ways to Observe Customers and Users

1. Participant-Observer Method
2. Shadowing
3. Simple Observation
Participant-Observer Method

• Become one of them

• Live or work alongside them
Shadowing

• Walk alongside them

• Watch them
• Ask questions occasionally
Simple Observation

• Watch when they don’t know you are watching

• Includes mechanical observation
• Hidden camera
• Keystroke recording
• Eye tracking
Skilled Interviewing
Not Your Typical Interview!

• Different from casual conversation

• Different from TV and Radio interviews
Difference #1: Ask Carefully Scripted Questions
Targeted Questions

• Stay focused! Ask ONLY questions that will reveal the customer’s
thoughts, feelings, and behaviors.
Interview Protocol

• The Interview Protocol is a list of questions.

OPEN Questions Only!
Difference #2: One-Way Communication Only
Difference #3: Record Every Word
Breakout Group Activity
Quiz on Module 1
What did we Learn in Module 1?

• Overview of Design Thinking

• What is the definition of Design Thinking?
• How is Design Thinking different from other design methods such as art
and engineering?
• When do we need to use Design Thinking?
• What are the advantages of Design Thinking?
• Introduction to Empathetic Research
• Limitations of Traditional Research
• Goals of Empathetic Research
• Methods of Empathetic Research
• Observation
• Skilled Interviewing
Things You Must Know

• Introduction to Empathetic Research

• Limitations of Traditional Research
• Goals of Empathetic Research
• Methods of Empathetic Research
• Observation
• Skilled Interviewing
• Quiz on Module 1
• Recapitulation and Assignment