YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

3. YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

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

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

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

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

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

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

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

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

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

15. And always follow-up with ‘why?’

16. The Embrace Case

17. How Did Embrace Empathize?

18. What Did Embrace Observe?

19. Empathy pushed the team to redefine the problem

20. 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

21. Empathy led to Ideation + Prototypes + Testing

23. YOUR CHALLENGE: REINVENT THE DESIGNATED DRIVER EXPERIENCE

25. 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

26. DP1 TEAMS