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ISI2E2 - User Experience Design

Empathize

Information Systems

School of Industrial and Systems Engineering

Universitas Telkom
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Contents
1.How to build empathy with users
2.Part 1: Interview
3.Part 2: Data Synthesize

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How to build empathy with

users?

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Empathy

(n.) Empathy is the ability and willingness to recognize

and understand the thoughts, emotions, motives, and

personality traits of another person.

Empati adalah kemampuan dan keinginan untuk

memahami pikiran, emosi, motivasi, dan karakter

personal dari orang lain.

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How to build empathy?

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Part 1: Interview

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What to do now?
1.Pick your project idea (see Course Project slide)

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What to do now?
1.Pick your project idea (see Course Project slide)
2.Team discussion: 6WH (Miro)

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What to do now?
1.Pick your project idea (see Course Project slide)
2.Team discussion 6WH
3.Interview your users, minimum 3 people

Who should we interview?

● Real people who are our users
● Should be discussed in 6WH

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What to do now?
1.Pick your project idea (see Course Project slide)
2.Team discussion 6WH
3.Interview your users, 1 student 1 interview
4.Deliverable
- Interview Recording (individuals) link to g-drive
- PPT (group)
1. Project idea
2. 6WH Discussion (screenshot dari Miro)
3. Interview notes (di file terpisah)

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Grading/Kriteria Penilaian

1.Realistic Problem
2.Realistic User interview
3.Project Idea Creativity

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Part 2: Data Synthesize

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Data Synthesize
1.Persona
2.Empathy Map
3.Problem Statement
4.Stakeholder mapping

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Persona

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What is a Persona ?
A description of a fictitious but realistic user and what
they intend to do when using an interactive system.
Notes:
1. Personas are not real people; they are realistic representations of users,
constructed from empirically determined data, for example from
observations or interviews.
2. Personas typically have a name, age, some background, goals and
aspirations. A persona description should include information about the
persona’s knowledge about and interest in the subject matter of the
interactive system. Including a photo in a persona description helps to create
the illusion of a real person.

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Why use Persona ?

• To understand our users, but we must also
• help our colleagues understand them and
prioritize their needs

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example:
a persona for an app to remotely control locks in private home

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other examples

there is no template for persona, you are free to use any kind of template
➔ make sure the information is supported by data from your interview
➔ the information in the persona should be relevant to your product

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4 Persona Perspectives
1. Goal-directed persona
It focusses on: What does my typical user want to do with my
product?
2. Role-Based Personas
focusses on the user’s role in the organisation
3. Engaging Persona
examine the emotions of the user, their psychology,
backgrounds and make them relevant to the task in hand.
4. Assumption Persona
does not emerge from user research. used as initial sketch of
user needs
https://www.interaction-design.org/literature/article/personas-why-and-how-you-should-use-them
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Why use Empathy Map ?

• To understand our users, but we must also

• help our colleagues understand them and prioritize

their needs
On a large team, not everyone has the chance to talk to every user.

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What is Empathy Map ?

Definition: An empathy map is a collaborative visualization used to
articulate what we know about a particular type of user. It
externalizes knowledge about users in order to
• 1) create a shared understanding of user needs, and

• 2) aid in decision making.

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Says Quadrant
The Says quadrant contains what the user says out loud in an interview or
some other usability study. Ideally, it contains verbatim and direct quotes from
research.

• “I want something reliable.”

• “I don’t understand what to do from here.”

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Thinks Quadrant
The Thinks quadrant captures what the user is
thinking throughout the experience. Ask yourself :
• what occupies the user’s thoughts?
• What matters to the user?

• “This is really annoying.”

• “Am I dumb for not understanding this?”

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Does Quadrant
The Does quadrant encloses the actions the user takes. From the research,
what does the user physically do? How does the user go about doing it?

• Refreshes page several times.

• Shops around to compare prices.

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Feels Quadrant
The Feels quadrant is the user’s emotional state, often represented as an
adjective plus a short sentence for context. Ask yourself: what worries the
user? What does the user get excited about? How does the user feel about the
experience?

• Impatient: pages load too slowly

• Confused: too many contradictory prices

• Worried: they are doing something wrong

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How to do
Empathy Mapping?
1. Define scope and goals

2. Gather materials

3. Collect research

4. Individually generate sticky notes for each quadrant

5. Converge to cluster and synthesize

6. Polish and plan

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How to do
Empathy Mapping?

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Product Statement

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Need Statement

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Example

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Stakeholder Mapping

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Why use Stakeholder Map ?

Reflect as a team to identify:

• stakeholders,

• their expectations,

• and the relationships between them

in order to communicate with them more effectively.

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How to do
Stakeholder Mapping?
1. Find out who has the most influence
2. Focus on those who benefit most
3. See where resources are most plentiful
4. Have a game plan

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