Empathise is a mechanism to understand and share the feelings of your users to foster deep user understanding and be able to uncover the deep user insights and needs.
Purpose:
- To foster empathy and deep understanding of the users in terms of their life, needs, aspirations and challenges;
- Appreciate others as human beings and understand and relate with their feelings;
- See their world through their eyes and make emotional connection;
- Communicate understanding with others and share their world;
- Be in the shoes of your users, experience same and gain fresh insights and uncover their needs; and
- Develop passion to act and help and inspire us to find new solutions.
Empathy is used to uncover the deep user insights and needs by gaining broader perspective of the
citizens’ life.
Methods and Tools, Mindsets and Process:
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Methods and Tools
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Field Observation
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What is Field Observation?
It is a structured approach to observing people in their natural Environment rather than in a formal
research setting. It is to uncover user insights and fresh perspectives of people and behaviour
Methods to conduct observation:
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When to use Field Observation?
Field observation is used to uncover User Insights and fresh perspectives of People and Behaviours.
How to conduct Field Observations
Approach your onsite observation with an open mind and observations need to be made with all your
senses which include both first sight – observing observable as reality, and second sight (observing the
unobservable). When conducting observation, one needs to be:
- Attentive (in the presence)
- Curious (keep asking why?)
- Perceiving with all your senses
- Open-minded to learning
Use POEMS framework to structure and guide the observation as presented in the POEMS Framework
Template (Annex) to record and capture what you have observed.
To make sense of the observation, we need to look beyond the obvious and explore WHY than just WHAT
in terms of relationships, behavioral patterns, interactions, gaps, and mistake. Take photos to support and
document your learning as follows in relation to POEMS framework.
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- Context: where, when, who and why?
- Insights: what have you learned about your target users
- Challenges: what are the pain-points, obstacles, gaps
- Oportunities: what are some opportunities and new possibilities
- Perspectives: How would you rethink about your design challenge project
Field Observation Preparation
Before embarking on your field observation, ensure the team has a well thought out plan as outlined
below:
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Deep User Interview
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What is Deep User Interview?
Deep user interview is an art of conversation to elicit stories and to uncover deep users’ insights and needs
– both latent and unmet needs through understanding of the users’;
- Behaviour & feelings,
- Goals,
- Motivations,
- Aspirations,
- Values,
- Beliefs,
- Pains and challenges.
When to use Deep User Interviews?
A Deep User Interview is conducted when we want to understand beliefs, values, challenges, concerns,
frustrations, motivation & behaviours, and uncover user insights, latent needs, and the unmet needs of
the users by listening to their stories and experiences. A proper conduct of deep user interview is also
important for theme clustering, insight development, need findings, and persona development. Need
findings and persona development depend on the quality of interviews that we conduct.
How to conduct Deep User Interviews?
1. Pre-interview preparation
Being prepared with right questions and other interview tools and techniques are key to successful
conduct of a deep user interview. Prepare your deep user interview by carrying out following activities:
- Prepare interview questions
- Be prepared with the rights questions to explore the deep user needs with use of both Type A – closed ended and Type B – open-ended probing questions.
- Use EMPATHY Map and/or JOURNEY Map to generate right questions as shown in Annex (Empathy Map & User Journey to Generate Interview Questions).
- Use of empathy map helped to generate questions related to think & feel, see, say & do, hear, pain and gain.
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Sample Empathy Map
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- Plan and structure your interview
- Plan and schedule your interview on a mutually convenient date and time.
- Plan you interview for at least 90-120 minutes for each interview sessions. It takes time for the users to open up.
Structure your interview to evolve overtime with the use Type A questions followed by Type B and
concluding with Type A.
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- Identify interview team and assign roles
- An interview team should have an interviewer and a note-taker/observer.
Prepare your equipment check-list and relevant tools
- Simple interview tools such as photos and picture cards, words cards, journey map, and 5 Whys will help interviewee to open up.
- Conduct mock interview
- The objective is to familiarize team members with the interview process.
- Conducting deep user interview takes a lot of practice.
2. During the Interview
Conducting a proper interview with the user is key to getting the rich and deep insights. User insights are
sources to understanding the user unmet needs.
- Follow your interview structure – use of Type A and Type B questions - and make it a natural and a causal chat.
- To begin the interview, use Type A questions relating to the demographics and habits to build rapport and make interviewee comfortable.
- To explore, elicit stories and deeper response and gather information on personal motivation such as aspirations, inspirations, motivations and pain points use Type B questions.
- Use Type A questions to gather information related to the project statement. These questions were prepared to be asked towards the end of the interview to wrap up. During
- Avoid questions that lead to a dead end. Use interview tools and techniques to probe more and evoke stories and explore emotions.
- Be comfortable with silence and observe for non-verbal cues and emotions.
- Use User Interview Notes Template (refer annex) to record everything in verbatim. Do not interpret or analyse anything during the interview.
- Take photo references of the interview process, including activities like sketching, journey mapping, card sorting, etc.
There are five main activities of conducting Deep User Interview:
- Ask - asking right questions ( ask open-ended probing questions),
- Listen – listen for deeper meaning, listening with purpose (empathic listening – listening with all senses – and wonder why that is important),
- Observe – observing with all senses,
- Sense – make inference to gain clarity, and
- Record – record everything in verbatim.
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3. Post Interview
- Conduct post-interview debrief immediately after each interview sessions. Use Post Interview Discussion Template (annex) to summarize what you heard during the interview and develop a common understanding about the user interviewee.
- Conduct post-interview debriefs presentation to the team. Use post-interview De-brief Presentation Templates.
Templates for User Interview
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