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Empathic Design

• Because users may be unable to articulate their
  needs, this technique focuses on observations of
  customer behavior to develop a deep understanding
  the users environment.
• Types of insights
• Triggers of Use
• Unarticulated user needs/coping strategies
• New useage situations
• Customization
• Intangible Attributes

8
5 Steps in Empathic Design

• 1. Observation
• Who should be observed?
• Who should do the observing?
• What behavior should be observed?
• 2. Capture the Data
• Less focus on words/text more on visual,
  auditory, and other sensory cues
• Via photos, etc.

9
5 Steps in Empathic Design (Cont.)

• 3. Reflection and Analysis
• Identify all customers possible problems and
  solutions
• 4. Brainstorm for Solutions
• Transform observations into ideas
• 5. Develop prototypes of solutions
• Tangible representation or role play/simulation
  of ideas

10
Use of Empathic Design At Intel

• Success rate based on engineers idea only 20
• Example video phone
• Team of 8 design ethnographers to find how
  technology can help solve user problems
• Salmon industry
• Business owners
• Teenagers

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