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YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

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?.

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YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

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  1. YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

  2. empathize: what? em·pa·thy: the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another

  3. empathize: why? To discover people’s explicit and implicit needs so that you can meet them through your designs.

  4. empathize: how? immerse. observe. engage.

  5. immerse yourself in the situations and experiences your user has

  6. observe what your user is doing, how s/he is doing it, and what prompted the behavior

  7. engage ask people what they do and why they do it, seek stories, have a conversation, listen for contradictions

  8. Anatomy of Interview Explore Emotions Evoke Stories Question Statements Thank & Wrap-up Build Rapport Intro Project Intro Yourself

  9. Seek STORIES “Tell me about the last time you_______________________.” “Tell me about an experience you’ve had with _______________________.”

  10. Talk About FEELINGS “How did you feel when [x] happened?” “What were you feeling at that point?”

  11. And always follow-up with ‘why?’

  12. The Embrace Case

  13. How Did Embrace Empathize?

  14. What Did Embrace Observe?

  15. Empathy pushed the team to redefine the problem

  16. 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

  17. Empathy led to Ideation + Prototypes + Testing

  18. YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

  19. capture your findings what you see your user, body language, artifacts what you hear quotes, stories, key words, contradictions what you feel that your user is feeling emotions, beliefs, confusion

  20. DP1 TEAMS

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