Developing Empathy

Being able to understand your users is critical to the success of your digital product. Generating empathy can be largely undervalued by those who don't engage with their users on a regular basis. Westley will take a look at the tools that UX designers use everyday, and how these can be used to help those further removed from the user to generate empathy and create a real connection, resulting in a better product for their customers.

Transcript

1. Developing
   Empathy
   

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2. It’s very difficult to design
   something for someone if
   you have no empathy.
   - Stewart Butterfield
   

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3. What is
   empathy?
   

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4. It’s not
   sympathy
   

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5. Components
   of empathy
   Affective
   Cognitive
   

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6. Cognitive
   Empathy
   Perspective
   Taking
   Tactical
   Empathy
   Fantasy
   

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8. Tools to
   generate
   empathy
   

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9. User
   Research
   

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10. User
    Research
    Contextual inquiry
    

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11. User
    Research
    Contextual inquiry
    Focus groups
    

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12. User
    Research
    Contextual inquiry
    Focus groups
    Individual interviews
    

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13. User
    Research
    Contextual inquiry
    Focus groups
    Individual interviews
    Task analysis
    

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14. User
    Research
    Contextual inquiry
    Focus groups
    Individual interviews
    Task analysis
    Usability testing
    

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15. User
    Research
    Contextual inquiry
    Focus groups
    Individual interviews
    Task analysis
    Usability testing
    

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16. Empathy
    Mapping
    

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17. Empathy
    Mapping
    

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18. Personas
    

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19. Personas
    Demographics
    

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20. Personas
    Demographics
    Personal information
    

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21. Personas
    Demographics
    Personal information
    Attitudinal information
    

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22. Personas
    Demographics
    Personal information
    Attitudinal information
    Behavioural information
    

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23. Personas
    Demographics
    Personal information
    Attitudinal information
    Behavioural information
    Motivations and goals
    

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24. Personas
    Demographics
    Personal information
    Attitudinal information
    Behavioural information
    Motivations and goals
    

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25. User Stories
    As an [actor], I want to [action] so that [goal]
    

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26. As an current account holder, I want to quickly check my
    bank balance so that I can make sure I have enough
    money to buy the product I want
    As an savings account holder, I want to be able to set up
    a standing order so that I can regularly save a set amount
    As an business account holder, I want to be able to
    access my historical transactions so that I can generate
    accurate reports
    

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27. The value
    of stories
    

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28. The value
    of stories
    

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29. Good fortune
    Ill fortune
    

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30. Good fortune
    Ill fortune
    

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31. Only 5% of our users complete
    the booking journey
    We need to find a solution that increases
    our conversion rate to 8%
    

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32. John has just retired after more than 40 years of loyal
    service to the company where he has worked for most of
    his life.
    He and his wife Lucy have been looking forward to taking
    a round the world trip using their life savings.
    They’re not the most internet savvy, and can often find
    things confusing when trying book online.
    How can we help them through the online booking
    process to help them take this amazing holiday?
    

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36. Keeping
    empathy
    alive
    

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37. Keep the
    user front
    and centre
    

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38. Keeping
    empathy
    alive
    

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39. Keeping
    empathy
    alive
    

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40. Thank you
    

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41. Credits
    Photography: Taras Shypka via unsplash.com
    Mailchimp
    via The Noun Project
    - Viktor Ostrovsky
    - Nick Bluth
    - Lastpark
    - Trevor Dsouza
    - Rohith M S
    - Wilson Joseph
    - Tomas Knopp
    - Maxim Kulikov
    Icons:
    

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