YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

empathize: what?

em·pa·thy: the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another

empathize: why?

To discover people’s explicit and implicit needs so that you can meet them through your designs.

immerse. observe. engage.empathize: how?

immerse yourself in the situations and experiences your

user has

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observe what your user is doing,how s/he is doing it,

and what prompted the behavior

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engage ask people what they do and why they do it, seek stories, have a conversation,

listen for contradictions

Anatomy of Interview

IntroProject

Intro Yourself

Build Rapport

Evoke Stories

Explore Emotions

Question Statements

Thank & Wrap-up

Seek STORIES“Tell me about the last time

you_______________________.”

“Tell me about an experience you’ve had with _______________________.”

Talk About FEELINGS“How did you feel when [x] happened?”

“What were you feeling at that point?”

And always follow-up with ‘why?’

The Embrace Case

How Did Embrace Empathize?

What Did Embrace Observe?

Empathy pushed the team to redefine the problem

Empathy pushed the team to redefine the problem

User: desperate parents in a remote village without resources to access a major hospital

Need: a means to give their dying, premature baby a chance to survive

Empathy led to Ideation + Prototypes + Testing

YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

what you seeyour user, body language, artifacts

what you hear quotes, stories, key words, contradictions

what you feel that your user is feelingemotions, beliefs, confusion

capture your findings

DP1 TEAMS

NAME DP1 TeamAlisha Stanton 2Amanda Klein 1Brandon Paige 5Ellene Hernandez 3Elshia Vasquez 3Gasper Martinez 3Hae-Sin Thomas 6Jabari Mahiri 6Jason Mickelson 5Jennifer Portillo 4Jose Martinez 2Junko Green 1Justin Johnson 6Kate Farmer 5Kate Moody 4Kathleen Bennett 2Pam BriskmanPeter Laub 2Randy Weiner 4Trent Sharp 6Victor Diaz 1Yolanda Greer 1Zach Serrano 5

NAME DP1 TeamJunko Green 1Victor Diaz 1Amanda Klein 1Yolanda Greer 1Alisha Stanton 2Jose Martinez 2Kathleen Bennett 2Peter Laub 2Ellene Hernandez 3Elshia Vasquez 3Gasper Martinez 3Pam Briskman 3Jennifer Portillo 4Kate Moody 4Randy Weiner 4Jason Mickelson 5Kate Farmer 5Brandon Paige 5Zach Serrano 5Hae-Sin Thomas 6Jabari Mahiri 6Justin Johnson 6Trent Sharp 6