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Designing with People
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And Examining the Tyranny of Logic, Rationality, Data, and the Misgivings of Objective Analysis
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The Design Thinking Process
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MFA’s do poorly as MBA’s.
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empathydefine
ideate
prototype
test
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Business likes:
Prioritization
Alignment
Hierarchy
Numbers
Predictability
And does not like:
Nonlinear thinking
Disagreement
Chaos
Emotions
Ambiguity
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Business likes:
Prioritization
Alignment
Hierarchy
Numbers
Predictability
And does not like:
Nonlinear thinking
Disagreement
Chaos
Emotions
Ambiguity
Recipe forbanal mediocrity
Recipe forwantondestruction
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ENSIONT
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Data > Emotions?
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What makes data so special? Or data-driven algorithms?
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Trust.
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1 + 1 = 2
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= ?
= ?
= ?
= ?
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Stocks grow about 7% year over year. That’s the definition of “average.”
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We all KNOW the companies that over perform.Because there aren’t too many of them.
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The stuff on servers like these is not sufficient–on its own– to make any company wildly successful.
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Let’s fight data with data.
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5% of all decisions are made rationally. –Daniel Kahneman, “Thinking, Fast and Slow”
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Humans…are not rational.
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Relying strictly on data, logic, and rational thinkingis a great way to commodify anything you create.
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While this is necessary…
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this is what people actually remember.
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Getting to know you.
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Who are you?
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Misunderstood? Do you ever wonder how people judge you? Or feel those judgments aren’t accurate?
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Wouldn’t it be great if people could just get to know the real you?
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What we say What we do What we think What we feel What we believe
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What we say What we do What we think What we feel What we believe
less
more
DIFFICULT TO SEE
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STABLE
What we say What we do What we think What we feel What we believe
less
more
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What we say What we do What we think What we feel What we believe
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REVEALING
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What others say What others do What others think What others feel What others believe
Empathy
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What others say What others do What others think What others feel What others believe
DIFFICULT TO QUANTIFY
less
more
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Being Empathetic.
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say & do
think
feel
believe
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What empathy is: What empathy is not:
Living with the Tribe
A skill
Conversation
“I feel your pain”
Watching Survivor
A tool
Getting answers
“That looks like it hurts”
A way of being A step in a process
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1Overcome your addiction to being right about things.
(and avoid that trap of being “not wrong”)
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2Pay Attention and listen.
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What others say What others do What others think What others feel What others believe Fears
Anxieties
Experiences
CultureEnvironment
Genetics
Hopes
Dreams
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What others say What others do What others think What others feel What others believe Fears
Anxieties
Experiences
CultureEnvironment
Genetics
Hopes
Dreams
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Understanding someone’s experiences can reveal what’s important to them.
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Motivations.
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scale?But what about…
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None of us are unique and beautiful snowflakes
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People have much in common.But it’s hard to see if we only think of ourselves.
And “statistical significance” doesn’t mean “more true”
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Empathic Design in Practice.
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It’s not about the cheeseburger
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Efficiency
Calculability
Predictability
Control
Not about these things, either
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“you can sneer, but it’s the glue that holds communities together.”
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“They should have gone with something that more communicates speed, convenience, and the brand as an icon.”
–some tone-deaf “restaurant consultant”
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Design should not attempt to control what people say, do, think, feel, and believe.
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Design should be about more than just making nifty apps and gadgets for affluent people.
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Design should be about more than just increasing profits and improving efficiency.
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Designers People