empathy - managing creativity and innovation

7/23/2019 Empathy - Managing Creativity and Innovation

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The mission : translate observations intoinsights and insights into product and

services that will improve lives.



Traditional VS Design Thinking?



Empathy Map

Using the Empathy Mapframework you will process whathappened in the interview, makeinferences about the thoughts and

feelings of the person based onwhat they said, and connect thedots to identify a need or problemhe/she has related to the challenge.



SAY section. Write down here all the quotes from theinterview that catch your attention as you review your notes. Beas literal as possible (as opposed to rephrasing what they said inyour own words).

Do :DO section (optional). If you observed the person inaction, describe here behaviors you saw. You can alsocombine interview and observation, by asking the person towalk you through what they are doing.

**Note that you may not have anything in this section if you

did not have the chance to do observations**



THINK and FEEL sections.Here is where you willmake inferences (educated guesses)about the meaning of what theperson said.

What i f you are wrong? You

may

very well be, but if you don’ttake a leap and make inferences,you won’t get at deep unexpectedneeds. At later stages in theprocess you will get more data thatwill allow you to refine yourunderstanding and definition of theproblem. STAKEHOLDER needs a way to ________(PROBLEM/NEED)____ Because ____(INSIGHT)_____

STAKEHOLDER: Here you should describe theperson you are designing for (one you interviewed).

Use at least 5 adjectives to describe that person.

Make sure you add enough information to paint a picture

of the person to

someone who has

not met him/her

(“A detailed-oriented, reliable, degree-holding accountant,who is curious and able to work in teams, as well ascollaborative and creative”).



PROBLEM/NEED: Use VERBS insteadof NOUNS to define the problem/need.

Nouns are often already solutions: as an example,contrast “Joe needs a better pencil” with “Joeneeds a better way to write” or “Joe needs a betterway to capture data.”

In the first case the solution is already implied inthe problem statement, so there is onlyopportunity for incremental innovation. In thelatter frames, there is an opportunity to come upwith innovative solutions that may go beyond animproved pencil. INSIGHT: Here you provide a justification for the need

you stated. The insight often comes from connecting the dotsbetween different elements on the empathy map.



Area?

• Entrepreneurship

• Culture

• History

• Education

• Daily Activities

empathy - managing creativity and innovation

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