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Designing with Empathy

Aaron Gustafson
February 14, 2014

Designing with Empathy

Every decision we make affects the way real people experience our products. We’ve all heard the rallying cry for user-centered design, but even those of us who ascribe to that ideal often fall back on our own biases and instincts when it comes to making decisions about how people experience our content and our services. Sadly, this often means we make decisions we think will be good for our "users"—that anonymous, faceless crowd—rather than actually trying to understand the perspectives, surroundings, capabilities, and disadvantages of the actual people who we are here to serve.

Aaron Gustafson

February 14, 2014
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  1. A COLLABORATION WITH Aaron Gustafson Designing with Empathy

  2. Designing Empathy with Aaron Gustafson @AaronGustafson adaptivewebdesign.info

  3. Photo Credit: Stuck in Customs

  4. Designing Empathy with

  5. Design ≠ Art _ Photo Credit: faith goble Image Credit:

    L.e.e
  6. Art serves the Artist Photo Credit: Abby Lanes

  7. I’ve been amazed at how often those outside the discipline

    of design assume that what designers do is decoration—likely because so much bad design simply is decoration. Good design isn’t. Good design is problem solving.” – Jeffrey Veen “
  8. de·sign /dəˈzīn/ To devise for a specific function or end

    Classical: To indicate Medieval Latin: designare, to mark out
  9. David Carson has been called “the most influential graphic designer

    of our times” Photo Credit: © Marc Eckardt for FontShop, Berlin.
  10. None
  11. None
  12. It was Art

  13. It was Ego

  14. subjective, personal, and self-indulgent” Photo Credit: © Marc Eckardt for

    FontShop, Berlin. “
  15. Your ego is a bad designer.” – Christopher Butler “

  16. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html

  17. http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html

  18. None
  19. None
  20. None
  21. Just because you can doesn’t mean you should Photo Credit:

    harald walker
  22. Design isn’t about showing off Photo Credit: Laurence & Annie

  23. communicate not alienate Design to Photo Credit: altemark

  24. Design = Creativity for Communication

  25. Designing Empathy with

  26. em·pa·thy /ˈem-pə-thē/ From the Greek empathia meaning “state of emotion”

  27. em·pa·thy /ˈem-pə-thē/ The action of understanding, being aware of, being

    sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner
  28. Meet Charlie

  29. and Jack

  30. None
  31. Photo Credit: [phil h] Empathy requires us to observe

  32. Photo Credit: [phil h] Empathy requires us to ask questions

  33. Empathy requires us to listen Photo Credit: [phil h]

  34. Empathy requires us to use our intuition Photo Credit: [phil

    h]
  35. Empathy requires us to be patient Photo Credit: [phil h]

  36. Perspective is everything Photo Credit: ZeroOne

  37. Empathy is about showing solidarity with others who have a

    one and only life on this planet.” – Jeremy Rifkin “
  38. Solidarity requires communication Photo Credit: LeonArts.at

  39. Tribes Religious Groups Nation States Global Community

  40. Photo Credit: United Nations Development Programme Global response within 3

    hours
  41. em·pa·thy /ˈem-pə-thē/ The action of understanding, being aware of, being

    sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner
  42. em·pa·thy /ˈem-pə-thē/ The action of understanding, being aware of, being

    sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another … without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner Also: the capacity for this
  43. John Rawls 1921-2002

  44. Selfishness is a survival instinct Photo Credit: Malingering

  45. Photo Credit: Stuck in Customs We are able to empathize

    by seeing ourselves in others.
  46. None
  47. In UX, we use personas to help us empathize Personas

    foster empathy Credit: Kevin O’Connor
  48. They also frequently devolve into another name for “the user”

    Photo Credit: Tinker*Tailor loves Lalka
  49. Personas need to be real. They need to be human.

    Photo Credit: code poet
  50. User Scenarios = situational empathy Photo Credit: Sergiu Bacioiu

  51. User scenarios = situational empathy Kitty: Sergiu Bacioiu; Fire: Mr.

    Theklan User Scenarios = situational empathy
  52. a Design is problem solving Photo Credit: Unhindered by Talent

  53. F R O N T A L L O B

    E P A R I E T A L L O B E T E M P O R A L L O B E OCCIPITAL LOBE CENTRAL F. OCCIPITAL F. SYLVIAN F. EXOOCCIPITAL FF.
  54. F R O N T A L L O B

    E P A R I E T A L L O B E T E M P O R A L L O B E OCCIPITAL LOBE CENTRAL F. OCCIPITAL F. SYLVIAN F. EXOOCCIPITAL FF.
  55. F R O N T A L L O B

    E P A R I E T A L L O B E T E M P O R A L L O B E OCCIPITAL LOBE CENTRAL F. OCCIPITAL F. SYLVIAN F. EXOOCCIPITAL FF.
  56. Call out the relevant facts: Bob is a mechanic He

    is left- handed He wants to look up parts info (and possibly order a replacement part) while under a car Photo Credit: Neil. Moralee
  57. We only need enough detail to be able to put

    ourselves in his shoes. Who cares about his macchiato addiction? Photo Credit: Frisno
  58. We want info on his •goals, •needs, •circumstances, •outside influences,

    •distractions, and •limitations. Photo Credit: Neil. Moralee
  59. User scenarios help us empathize in a productive way Photo

    Credit: Chris Garrison
  60. Photo Credit: Horia Varlan

  61. Set a performance budget Photo Credit: Gunnar Ries

  62. Photo Credit: schoschie Author appropriate content

  63. Photo Credit: lastquest Consider physical limitations

  64. Photo Credit: CaptPiper Facilitate satisfaction

  65. Photo Credit: andrechinn Don’t create unnecessary barriers

  66. Credit: XKCD Don’t force your agenda on your customers

  67. Support common assistive technology Credit: windsordi

  68. Help users learn to accomplish complex tasks and reward them

    for doing so. Credit: pasukaru76
  69. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction

  70. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction

  71. Progressive Reduction http://layervault.tumblr.com/post/42361566927/progressive-reduction

  72. What is hateful to you, do not to your fellow

    man. That is the entire law; all the rest is commentary. –Judaism Do unto others as you would have them do unto you. –Christianity No one of you is a believer until he desires for his brother that which he desires for himself. –Islam The Golden Rule Hurt not others in ways that you yourself would find harmful. –Buddhism
  73. None
  74. [Progressive enhancement] keeps the design open to the possibilities of

    sexiness in opportune contexts, rather than starting with the ‘whole’ experience that must be compromised.” – Ben Hoh “
  75. Egalitarianism Equality of opportunity, not equality of outcome

  76. Designing Empathy with

  77. Thanks! Thanks! [email protected]

  78. Designing with Empathy by Aaron Gustafson @AaronGustafson Further reading: http://is.gd/readlist_empathy

    Slides available at http://slideshare.net/AaronGustafson This presentation is licensed under Creative Commons Attribution-Noncommercial-Share Alike 3.0 except where otherwise noted flickr Photo Credits http://www.flickr.com/photos/aarongustafson/galleries/72157633153882514/ http://www.flickr.com/photos/aarongustafson/galleries/72157633161513316/