Session Deck Template 3A

Design Thinking:
Needfinding and Empathy

Session 3A
© The Board of Trustees of the Leland Stanford Junior University, 2015-2016. All rights reserved.
Design Thinking Process
DEFINE
EMPATHY
Source: Hasso Plattner Institute of Design
Case Study: Embrace
130 million babies are born each year;
4 million die in the first 28 days.
1 out of 3 babies born in India is
low-birthweight or premature.
India has the largest number of neonatal
deaths in the world.
Constituting 30% of the global figure.
Design Challenge:
Create a less expensive solution.
$300 vs. $20,000
©B al
Per
Source: facebook.com/embrace Source: gsb.stanford.edu
© Banny Banerjee. Creating Innovation Leaders: A Global
Per ti
Embrace Today
© Banny Banerjee. Creating Innovation Leaders: A Global

Perspective.
Discussion
Why is the role of empathy in the design

thinking process so important?
Innovation is not an event.
Innovation is a (design) process.
DEFINE
EMPATHY
Abstract
Insights Concepts
Problem Solution
Domain Domain
Empathy Solutions
Concrete
©B Banerjee
Divergent vs. Convergent Thinking
Diverge Converge
Create choices Make choices
Empathy to Insight
DEFINE
EMPATHY
em·pa·thy: the intellectual
identification with or vicarious
experiencing of the feelings, thoughts,
or attitudes of another
Empathy
you can think through the experience of another by
understanding it completely
you can feel what another is feeling by immersing

yourself completely in an experience
or simply, getting to WHY
The act of reasoning
from evidence or
factual knowledge.
(“ Why?” )
Observation + Inference = INSIGHT

An act or instance of
noticing or perceiving
a need.
(“ What?” )
IMMERSE. OBSERVE. ENGAGE.
Connect with people (in person).
Seek stories, feelings, and beliefs.

Understand someone who is very unlike yourself.
See the world with someone else’s eyes.
Taking on a (beginner’s) mindset
Questioning
Not judging everything Truly curious
Great listener Finding patterns
Immerse. Observe. Engage.
Be
a fly
on the wall.
Challenge:
• What do you see?
• What is going on?
• What is the need?
What are needs?
A physical, psychological or cultural requirement of an
individual or group that is missing or not met through
existing solutions.
Verbs and activities (not nouns or solutions) that capture

the motivations and emotions of people.
Exercise
For each image consider …

• What do you see?
• What is going on?
• What is the need?
Source: counterculturewaitress.wordpress.com
Source: @Saigon/flickr.com
Immerse. Observe. Engage.
Have
a conversation.
Exercise
In pairs, interview each other to find out about your

partner’s experience getting to school.
Interview Demonstration
Exercise
• Find out about your partner’s experience getting to

school
• Ask them not just about their experience, but
everything related to it.
• What does s/he do? How does s/he feel about it?
What needs aren’t being met?
Interview 101: Rules
1st RULE: Ask for examples.
2nd RULE: Open ended questions: ‘Tell me about the last time you ___’.
3rd RULE: If someone says “ I think” or states a belief, or seems to

prefer one thing over another, then the conversation is NOT over. Ask
why that’s important.
4th RULE: Only 10 words per question. (You speak 25% of the time.)
5th RULE: No binary questions, no leading questions.
6th RULE: Capture the interview!
Discussion
What surprised you?
Exercise
Improve the Car Maintenance Experience

EMPATHY
gives confidence that you are working on a meaningful
problem; forces you to take a perspective other than your
own.
IDEATION
gives you copious and diverse design solution possibilities
to select, develop, and test.
PROTOTYPING & TEST
gives confidence that your solution is desirable, feasible,
and viable; accelerates learning when you adopt a low-
resolution prototyping mindset.
Insights Abstract Concepts
Problem Solution
Domain Domain
Empathy Solutions
Concrete ©B Banerjee
Exercise
Design with him or her in mind.
Erica: John:
The truck owner The mechanic
Exercise
Play the role of an “imposter” ethnographer. Do some

accelerated empathy work.
Note what is important to Erica and John.
Erica: John:
The truck owner The mechanic
Exercise
What is important to Erica?
What is important to Erica?
To feel empowered To appear

“It makes me feel knowledgeable
good.” (to drive up in “I don’t want to look
the big truck) dumb, or sound
dumb”
To trust her mechanic
“I have to trust; I have
no other choice.”
To be independent To learn
“I can deal with the situation … “I wish they would let me go in
I can figure out what I need to the bay … So I could learn
do and just do it.” more.”
Exercise
What is important to John?
What is important to John?
To tackle a To be trusted
challenging problem
“You think you had a
“Watching it drive out good reputation, but it
of the driveway with wears on you when
no problem at all.” people question you.”
To build relationships with To service knowledgeable

customers clientele
“I love the clientele; familiar faces “They understand stuff, so its
that come back time and time not a big battle.”
again comprise 80% of my
enjoyment of my job.”
Assignment: Due next class
Watch the video on creating journey maps, conduct a 30-minute
interview with another student on their experience of getting to
school. Take plenty of notes. After the interview, think about their
“getting to school” experience and create a journey map. Bring
your journey map to the next class.
*This course includes materials licensed by Stanford Center for Professional Development on behalf of Stanford University.
The materials provided herein do not confer any academic credit, benefits, or rights from Stanford University or otherwise
confer a relationship between the user and Stanford University.

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Design Thinking:

Needfinding and Empathy

Source: Hasso Plattner Institute of Design

© Banny Banerjee. Creating Innovation Leaders: A Global

Why is the role of empathy in the design

Source: Hasso Plattner Institute of Design

Create choices Make choices

Source: Hasso Plattner Institute of Design

you can feel what another is feeling by immersing

or simply, getting to WHY

Observation + Inference = INSIGHT

Seek stories, feelings, and beliefs.

See the world with someone else’s eyes.

Great listener Finding patterns

Verbs and activities (not nouns or solutions) that capture

For each image consider …

In pairs, interview each other to find out about your

• Find out about your partner’s experience getting to

3rd RULE: If someone says “ I think” or states a belief, or seems to

5th RULE: No binary questions, no leading questions.

6th RULE: Capture the interview!

What surprised you?

Improve the Car Maintenance Experience

Design with him or her in mind.

Play the role of an “imposter” ethnographer. Do some

What is important to Erica?

Source: Hasso Plattner Institute of Design

To feel empowered To appear

Source: Hasso Plattner Institute of Design

What is important to John?

Source: Hasso Plattner Institute of Design

To build relationships with To service knowledgeable

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