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Designing with People
And Examining the Tyranny of Logic, Rationality, Data, and the Misgivings of Objective Analysis
The Design Thinking Process
MFA’s do poorly as MBA’s.
empathydefine
ideate
prototype
test
Business likes:
Prioritization
Alignment
Hierarchy
Numbers
Predictability
And does not like:
Nonlinear thinking
Disagreement
Chaos
Emotions
Ambiguity
Business likes:
Prioritization
Alignment
Hierarchy
Numbers
Predictability
And does not like:
Nonlinear thinking
Disagreement
Chaos
Emotions
Ambiguity
Recipe forbanal mediocrity
Recipe forwantondestruction
ENSIONT
Data > Emotions?
What makes data so special? Or data-driven algorithms?
Trust.
1 + 1 = 2
= ?
= ?
= ?
= ?
Stocks grow about 7% year over year. That’s the definition of “average.”
We all KNOW the companies that over perform.Because there aren’t too many of them.
The stuff on servers like these is not sufficient–on its own– to make any company wildly successful.
Let’s fight data with data.
5% of all decisions are made rationally. –Daniel Kahneman, “Thinking, Fast and Slow”
Humans…are not rational.
Relying strictly on data, logic, and rational thinkingis a great way to commodify anything you create.
While this is necessary…
this is what people actually remember.
Getting to know you.
Who are you?
Misunderstood? Do you ever wonder how people judge you? Or feel those judgments aren’t accurate?
Wouldn’t it be great if people could just get to know the real you?
What we say What we do What we think What we feel What we believe
What we say What we do What we think What we feel What we believe
less
more
DIFFICULT TO SEE
STABLE
What we say What we do What we think What we feel What we believe
less
more
What we say What we do What we think What we feel What we believe
less
more
REVEALING
What others say What others do What others think What others feel What others believe
Empathy
What others say What others do What others think What others feel What others believe
DIFFICULT TO QUANTIFY
less
more
Being Empathetic.
say & do
think
feel
believe
What empathy is: What empathy is not:
Living with the Tribe
A skill
Conversation
“I feel your pain”
Watching Survivor
A tool
Getting answers
“That looks like it hurts”
A way of being A step in a process
1Overcome your addiction to being right about things.
(and avoid that trap of being “not wrong”)
2Pay Attention and listen.
What others say What others do What others think What others feel What others believe Fears
Anxieties
Experiences
CultureEnvironment
Genetics
Hopes
Dreams
What others say What others do What others think What others feel What others believe Fears
Anxieties
Experiences
CultureEnvironment
Genetics
Hopes
Dreams
Understanding someone’s experiences can reveal what’s important to them.
Motivations.
scale?But what about…
None of us are unique and beautiful snowflakes
People have much in common.But it’s hard to see if we only think of ourselves.
And “statistical significance” doesn’t mean “more true”
Empathic Design in Practice.
It’s not about the cheeseburger
Efficiency
Calculability
Predictability
Control
Not about these things, either
“you can sneer, but it’s the glue that holds communities together.”
“They should have gone with something that more communicates speed, convenience, and the brand as an icon.”
–some tone-deaf “restaurant consultant”
Design should not attempt to control what people say, do, think, feel, and believe.
Design should be about more than just making nifty apps and gadgets for affluent people.
Design should be about more than just increasing profits and improving efficiency.
Designers People
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