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Developing empathy and understanding to identify the ideal stateSEE and EXPERIENCE
6 principles to WORKdifferentlyWORKdifferently Copyright © 2015 gravitytank.com
WORKdifferently Copyright © 2015 gravitytank.com
“If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.”
F R A N K C H I M E R O
WORKdifferently Copyright © 2015 gravitytank.com WORKdifferently Copyright © 2015 gravitytank.com
WORKdifferently Copyright © 2015 gravitytank.com
See and Experience
WORKdifferently Copyright © 2015 gravitytank.com
What are ways you get to know a new friend?
WORKdifferently Copyright © 2015 gravitytank.com
What are ways you get to know your consumers?
WORKdifferently Copyright © 2015 gravitytank.com 7
Why do we approach consumers differently than friends?
WIDE REACH
We are trained to think that in order to reach the most number of people, we need to hear from a lot of people
DATA OVERLOAD
With so much existing information at our fingertips, it’s easy to assume the answer’s already in there
OLD NEWS
We often think that once we’ve been at it long enough, there’s nothing new to know
WORKdifferently Copyright © 2015 gravitytank.com
WORKdifferently Copyright © 2015 gravitytank.com
QUANTITATIVE
Broad identification of what, via patterns and trends
Good for informing where to start and confirming and refuting hypotheses
QUALITATIVE
Deep understanding of why, via problems, values and needs
Good for inspiring new solutions and identifying “white space” opportunities
8
Each method of collecting information drives a particular result
Focus groupsSurveysData mining Ethnographic interviews
WORKdifferently Copyright © 2015 gravitytank.com 9
Pet spending by the numbers
62% of US households own a pet
Dogs
Cats
Fish
Birds
Small Animals
Reptiles
Horses
0 10 20 30 40 50
NUMBER OF U.S. HOUSEHOLDS THAT OWN EACH TYPE OF PET (MILLIONS)
4.2%7.2%
22.4%
27.8%
38.4%FoodVet CareSupplies & OTC MedicineGrooming & BoardingLive Animal Purchases
2011 PERCENT OF ALL PET SPENDING
Sources: American Pet Products Association National Pet Owners Survey (2011-2012) via Good and Column Five
(Billi
ons)
$10
$20
$30
$40
$50
$60
1994 1996 1998 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
1721 23
29 3032 34 36 38
41 43 4648
51
1994-2011 TOTAL US PET INDUSTRY EXPENDITURES
WORKdifferently Copyright © 2015 gravitytank.com
User research, Jacques and Eleanor
WORKdifferently Copyright © 2015 gravitytank.com
What does the video add to your understanding of pet ownership?
WORKdifferently Copyright © 2015 gravitytank.com
See + ExperienceEstablish a personal
connection to the problem space and build empathy
Immerse in the problem space and understand behaviors and context
WORKdifferently Copyright © 2015 gravitytank.com
See
WORKdifferently Copyright © 2015 gravitytank.com 14
Established practices form the foundation for modern innovators
“THICK DESCRIPTION”
Clifford Geertz developed ethnography practices by focusing on Balinese Cock fighting
Seeing has deep roots in anthropology
CULTURAL IMMERSION
Margaret Mead researched in Samoa and New Guinea on youth and gender
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WORKdifferently Copyright © 2015 gravitytank.com 15
Seeing provides new informationEven brief visits into the field can be revealing
WORKdifferently Copyright © 2015 gravitytank.com
WORKdifferently Copyright © 2015 gravitytank.com 16
Seeing provides context
Context is the circumstances that influence behaviors, needs and priorities
TIME OF DAY LOCATION WHO YOU’RE WITH
“It depends on…”
WORKdifferently Copyright © 2015 gravitytank.com
What makes for a convenient meal?
WORKdifferently Copyright © 2015 gravitytank.com 18
Context helps explain the inconsistencies between what people think, say, and doUnderstanding the influence of different circumstances, like time of day, uncovers different needs
Breakfast = PORTABLE
Dinner = QUICK AND EASY
Weekend = CUSTOMIZABLE
WORKdifferently Copyright © 2015 gravitytank.com
WORKdifferently Copyright © 2015 gravitytank.com
Experience
WORKdifferently Copyright © 2015 gravitytank.com 20
Experience builds empathyDirect, visceral experiences allow you to build empathy and relate in a personal way
WORKdifferently Copyright © 2015 gravitytank.com 21
ROLE PLAYING
Setting up situations and circumstances to gain familiarity with particular aspects of a target group experience
Experience can take many forms
USING PRODUCTS
Trying the products your target group uses
WORKdifferently Copyright © 2015 gravitytank.com 22
See and Experience has become instrumental in innovationTranslating the things you see into resonant solutions
GoGurt LifeFitness cool down function Half size Bankers Box
Go-gurt: By Mike Mozart [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Flickr | Fitness Machines: By Tomwsulcer (Own work) [CC0], via Wikimedia Commons
WORKdifferently Copyright © 2015 gravitytank.com
Empathy is the most effective way to deeply connect to end users, prioritize their needs, and prompt you to consider the problem from the point of view that matters most when innovating
Theirs
WORKdifferently Copyright © 2015 gravitytank.com
For method cards, video tutorials and other resources:
gravitytank.com/workdifferently@gravitytankinc #workdifferently