empathy at the heart of innovation
TRANSCRIPT
Empathy At the heart
of innovationKarl-Magnus Möller
@unicornsulting
Karl-Magnus ‘Kalle’ Möller
Karl-Magnus ‘Kalle’ MöllerR&D
Ericsson, Combitech, HiQ 1996 — 2011
Karl-Magnus ‘Kalle’ MöllerR&D
Ericsson, Combitech, HiQ 1996 — 2011
INNOVATION SPECIALISTEricsson
2011 — 2013
Karl-Magnus ‘Kalle’ Möller
INNOVATION DRIVER Ericsson Gothenburg
2014 — 2016
R&DEricsson, Combitech, HiQ
1996 — 2011
INNOVATION SPECIALISTEricsson
2011 — 2013
Karl-Magnus ‘Kalle’ Möller
INNOVATION DRIVER Ericsson Gothenburg
2014 — 2016
R&DEricsson, Combitech, HiQ
1996 — 2011
INNOVATION SPECIALISTEricsson
2011 — 2013
SIMPLE EXERCISE
SIMPLE EXERCISE
Pair up with someone next to you and keep looking at each other.
SIMPLE EXERCISE
Pair up with someone next to you and keep looking at each other.
Snap your fingers five times.
SIMPLE EXERCISE
Pair up with someone next to you and keep looking at each other.
Snap your fingers five times.Draw the capital letter E on your forehead.
WHAT DID YOU GET?
WHAT DID YOU GET?
WHAT DID YOU GET?
¥100
?
INNOVATIONThe creation of new, better or more
effective products, processes, services, technologies, or ideas that
are readily available to markets, governments, and society.
DesirabilityPeople
DesirabilityPeople
ViabilityBusiness
DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Sweet spot for innovation
DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Affective/Emotional Empathy
The capacity to respond with an
appropriate emotion to another’s mental state
Cognitive Empathy
The capacity to understand another’s
perspective or mental state
Affective/Emotional Empathy
The capacity to respond with an
appropriate emotion to another’s mental state
Cognitive Empathy
The capacity to understand another’s
perspective or mental state
WHY EMPATHY?
WHY EMPATHY?Because you are not the user…
…and the problems you are
trying to solve are not your own.
“If I had asked people what they wanted, they would have said
faster horses.” - Henry Ford
How the customer
explained it
How the customer
explained it
How the requirementswere defined
How the customer
explained it
How the requirementswere defined
How it wasimplemented
How the customer
explained it
How the requirementswere defined
How it wasimplemented
How it wasdescribed tothe market
How the customer
explained it
How the requirementswere defined
How it wasimplemented
How it wasdescribed tothe market
What the user really needed
How the customer
explained it
What the user really needed
How the customer
explained it
What the user really needed
HOW TO EMPATHIZE
HOW TO EMPATHIZE
Watch
HOW TO EMPATHIZE
Watch Listen
METHODS
Non-directed Interviews
METHODS
Contextual Inquiry
Non-directed Interviews
METHODS
TOOLS
TOOLS
Personas
TOOLS
Prototypes & User tests
Personas
TOOLS
SynthesisPrototypes & User tests
Personas
WHICH USERS?
WHICH USERS?
?
EXTREME USERS
EXTREME USERS
! !
WHICH USERS?
WHICH USERS?
WHICH USERS?
WHAT ABOUT THE STRANGE
EAR PICK?
ABCC11
ABCC11
MIMIKAKI
!!!
THANK YOU!
Photo credits:Double E’s - Adam Galinsky, Blackwell Publishing Brainz - Public Domain Tree swing cartoon - www.projectcartoon.comDesign Thinking hexagons - d.schoolCheshire cat - DisneyEarpick: Rakuten Other photos: K-M Möller
@unicornsulting
This work is licensed under a Creative Commons Attribution 4.0 International License.
OH, HAI!CHECK OUT
THEEZ BACKUP SLAIDSKTHNX
DesirabilityPeople
DesirabilityPeople
ViabilityBusiness
DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Sweet spot for innovation
DesirabilityPeople
ViabilityBusiness
FeasibilityTechnology
Sweet spot for innovation
DO’s• Ask about behaviors, not feelings • Don’t judge their answers • Take notes, document in many ways • Share observations and interviews
DON’Ts• Not being inquisitive, curious, enough • Overly disrupting the task • Failing to respect your participants • Slipping into abstraction