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Design Thinking Through Empathy

Last month, I introduced my monthly What Women Make column dedicated to design thinking tools that entrepreneurs can use to solve business challenges.

The most important element that sets design thinking apart from other methods of problem solving is the fact that it’s a user-centered process.  A traditional top-down process, on the other hand, involves presenting a design brief describing the problem, devising a solution and then testing that solution with a focus group. User-centered design is great because it engages the end user of your business throughout the entire process.

Here’s a tool that will help you do that. It’s called a “User Empathy Maps”.  Empathy mapping exposes user needs, offers community insights and reveals opportunities to reach out and connect with your end users which will help make sure you’re creating a meaningful solution.

So how do I use an empathy map?

 

The goal of this map is to identify the true needs of your user and to eliminate your assumptions so it’s best to do the exercise before engaging your user in order to pinpoint what you don’t know, and what you need to know and again after to see the difference between your assumptions and what you’ve learned.

  1. On a large paper or whiteboard, create 6 equal sections and place your user in the center.
  2. Populate the map by taking notes of the following six traits of your users. I would suggest using post-it notes or writing on the piece of paper/whiteboard.
    1. SAY/DO: Who they are in their world? What are their attitudes and actions in public? Appearance? Behavior? Where do they spend their time? What are some quotes and defining words your user said (based on interview or research)?
    2. THINK/FEEL: What might your user be thinking? What about their beliefs? Whose opinions influence them? What emotions might your subject be feeling? What really counts? What feelings and beliefs guide their behavior?
    3. HEAR: Whose options influence them? Who are their friends? What beliefs are they hearings?
    4. SEE: What is surrounding the users? Environmental factors? What is on the market? Friends’ behavior? Context for challenge?
    5. PAIN: What are the fears and frustrations of the user? What influences their behavior based on the challenge?
    6. WANTS/NEEDS: What are the elements the user wants changed? What are their aspirations?
  3. Take a step back to examine the needs of your users. Pay attention for a couple important factors.
    1. What is a ‘fact’ versus an assumption. If you don’t know something is true but think that is how your user behaves or thinks then put a question mark. This will identify what you need to confirm before moving ahead.
    2. Watch for solution posting as needs…. Either remove the post and save for later or reframe by asking ‘why do we need (solution)?”

New creative solutions to challenges are more effective when you eliminate assumptions about the needs, wants, and behaviors of the person who is going to ultimately use your product or service.

To learn more about how to use this tool or have any questions about how to adapt it to your user or challenge please contact me.

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KRISTINA DRURY is an expert in design thinking and the Executive Director of TYTHEdesign, a consultancy serving the social sector based in New York City.  TYTHEdesign uses design-based approaches to support the goals and needs of agencies in the social sector, drawing on communication and organizational design to increase the impact of their work. Feel free to contact her if you have questions at all! She’s here to help.

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China’s Art World: Seven Female Stand-Outs

Contemporary art in China is a man’s world…yet the art is there, and it is some of the most innovative work around. – New York Times

I started to write a piece off this NYT article in 2008 but the resulting post was not worth keeping. As I try to make What Women Make a more robust resource, I decided to dig back into it and look up all of the female artists mentioned for myself and find pictures to share with you of them and/or their work. Here’s a list of notable female artists from China. I’m sure the list is longer and hopefully will grow as the world changes. Enjoy!

Artists:

Lin Tianmiao

image via ArtSpeakChina
 
 

Yin Xuizhen

image via Frieze
 
 

Lu Qing

(wife of Ai Weiwei)


image via Sodablog
 
 

Xing Danwen

image via Xing Danwen
 

Cui Xiuwen

image via Brooklyn Museum
 

Xiong Wenyun

image via Design Boom

Li Shurui

END

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wie

Friday Diary – Women: Inspiration & Enterprise Symposium Led by Arianna Huffington

…as well as Donna Karan, trailblazing fashion designer, and Sarah Brown, the wife of former Prime Minister Gordon Brown and a prominent female business owner in the UK. (the PR firm Hobsbawm Macaulay Communications, known for integrity PR).

September 18 – 19, 2011
Location Unknown for Day 1, Day 2 at 82Mercer
New York, NY
 

It starts with Enterprise Day (Sept 18) on the topics of Fundraising, Film, Fashion, & Social Media and then Inspiration Day (Sept 19) with panel across a broad spectrum of timely topics including the “green revolution”. What an exciting event for women to hear from those that came before them – and from such an eclectic lineup of leaders. I hope this draws an eclectic, diverse group of women beyond media as well. I’m so happy this is happening in New York. WIE was started by June Sarpong (UK presenter) and Dee Poku (branding and comm with strong film background, member of the British Academy) last year. Scroll to bottom for discount.

Here’s video coverage of last year’s event with a truly illustrious (star-studded to be frank) line-up indeed:

WIE Symposium from WIE on Vimeo.

Go to the WIE website for more and then go to women2.0 to receive a discount code.

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Tech Tuesday: Lauren Cornell (of Rhizome) primer

Lauren Cornell has been the Executive Director of Rhizome since 2005. Rhizome is “dedicated to the creation, presentation, preservation, and critique of emerging artistic practices that engage technology.”

Cornell On Why The Art World Is Slow to Embrace Technology

Thoughts from her 2011 article *In the Nostalgia District (recommended read)

  • Art stands outside the economic pressures the Internet wrought on other culture industries. ‘You can’t download a torrent of a sculpture’
  • “Objecthood” of art makes art world resistant to embracing the ephemeral nature of the Internet.
  • “Physical exhibitions still remain the way that art is (most commonly) named, seen, reviewed and converted into a saleable asset.” Rhyzome’s apparent raison d’être.
  • Art is vertical (elite, exclusive). The horizontal nature and opportunities of digital is its most dominant asset.

Great simple actionable point: “Institutions could amplify their educational and social role by publishing – daily and online – a great deal more history, opinion, context and anecdote around their activities, rather than just issuing press releases and visitor information.” This is precisely the way we feel and we feel.

*Frieze

Our Rhizome Pick – By artist Myriam Thyes:

WATCH the EU flag morphing into all EU member flags, then possible future EU countries’ member flags. Concept and realisation by Myriam Thyes of Dusseldorf, Germany with contributions from several artists around the world.

….”While the EU expands eastwards, the wolves return to the west.”…. (from artists statement)

Endquote

“What would happen, say, if Bloomberg were to erect–-or allegedly erect–a Nike Swoosh monument in Central Park? I think there’s a possibility it might have been given a much warmer welcome than the Gates ever were. Or what about in the Tuileries? Total upheaval perhaps?” -Lauren Cornell, Gothamist 2005

Cornell is also adjunct curator at the New Museum. Find Rhizome here

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Women Make Films – Love in Tehran – Circumstance Trailer

 

A peak into contemporary, swiftly changing Tehran – a first time feature film by NY-based filmmaker Maryam Keshavarz (follow her at @newyorktehran)

Circumstance won the 2011 Sundance Audience Award – see the trailer for this captivating story of two teenage girls bursting with curiosity, lust, and passion and the ensuing clash between generations.

for more info, go to the website Marakesh Films

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Friday Diary: 6 Female Curators Take The Helm at South Korean Biennale Gwangju 2012

Gwangju Biennale 2012 Artistic Directors, all women.

Here’s what one of the six chosen, Carol Yinghua Lu, says on her Frieze blog. “My Asian colleagues (and I).. realized how little we actually knew about each other – much less … our Western counterparts. In an attempt to find out about our own relevance in the world, it’s also equally necessary to learn more about our immediate neighbours and our interrelationships. This issue is probably what makes the choice of six Asian curators for the next Gwangju Biennale timely and necessary. ”

The Gwangju Biennale Foundation is delighted to announce the appointment of Sunjung Kim, Mami Kataoka, Carol Yinghua Lu, Nancy Adajania, Wassan Al-Khudhairi, and Alia Swastika as Joint Artistic Directors of the 9th Gwangju Biennale 2012. For the first time, the Biennale has appointed a group of six young Asian women curators to co-direct the exhibition and program. The Gwangju Biennale Foundation has not selected Asian female curators in order to display the political, cultural, or geopolitical hegemony of Asia. Instead, through their appointment, we seek to build a platform that can embrace layers of diverse and engaging discussions in visual culture. As the oldest and most prestigious biennale of Asia, we hope to provide an opportunity to rethink and reexamine the anthropological and aesthetic positioning of Asia. Breaking away from past regional and global conflicts and the constant collision between truth and information, we propose to discover a new grammar of communication unique to the Biennale.

The Artistic Directors of 9th Gwangju Biennale are young and internationally renowned curators in Korea, China, Japan, India, South-East Asia, and the Middle East. Rather than driven by political ideology or systemic concerns, these curators will engage both the autonomous language of art and the active communication networks of civil society to produce the exhibition and audience participation programs. The Gwangju Biennale will maintain a commitment to the democratic values of social consensus and human rights long supported by the Foundation, as well as create a space for aesthetic discourse.

• Sunjung Kim is a Seoul-based independent curator and Professor at the Korea National University of Arts. From 1993 to 2004, Kim was the Chief Curator at Artsonje Center in Seoul. In 2005, she was the commissioner of the Korean Pavilion at the 51st Venice Biennale. The first festival, titled “Somewhere in Time,” was followed by “Tomorrow” (2007), “I have nothing to say and I am saying it” (2008), “Platform in KIMUSA: Void of Memory” (2009) and “Projected Image” (2010). Most recently, Kim was the Artistic Director of the 6th Seoul International Media Art Biennale – Media City Seoul 2010.

• Mami Kataoka is a curator and writer and has been the Chief Curator of the Mori Art Museum, Tokyo, Japan, since 2003. From 2007–2009, Kataoka joined the curatorial team at the Hayward Gallery in London as the first international curator. During her tenure at the Mori Art Museum, Kataoka has curated a number of exhibitions, including “Ozawa Tsuyoshi: Answer with Yes and No!” (2004), “All About Laughter: Humor in Contemporary Art” (2006), “Ai Weiwei: According to What?” (2009) and most recently “Sensing Nature: Perception of Nature in Japan” (2010).

• Carol Yinghua Lu is a curator and writer who lives and works in Beijing. She is a contributing editor for Frieze and co-founder and co-editor of Contemporary Art & Investment magazine. She writes frequently for international art journals and magazines including e-flux journal, The Exhibitionist, Yishu, and Tate. Her texts on contemporary art have also appeared in many art catalogues, books, publications, and critical readers. From 2005–2007, she was the China researcher for Asia Art Archive. From 2009–2010, she was the founder and Art Director of SUITCASE ART PROJECTS, a project space of Today Art Museum

• Nancy Adajania is a cultural theorist, art critic and independent curator, based in Bombay. She was educated in Politics, Social Communications Media, and Film. She has written and lectured extensively on extended sculpture, new media, public art and transcultural art practice (including at Documenta 11, Kassel; ZKM, Karlsruhe; Transmediale, Berlin; Lottringer 13, Munich; Neuer Berliner Kunstverein, Berlin; Kuenstlerhaus Wien, Vienna; Kunsthalle Wien, Vienna; Gulbenkian Foundation, Lisbon; Soma Museum, Korea; Wuerttembergische Kunstverein, Stuttgart; The Danish Contemporary Art Foundation, Copenhagen; and BAK, Utrecht). Adajania was Editor-in-Chief of Art India magazine.

• Wassan Al-Khudhairi is the director of Mathaf: Arab Museum of Modern Art, since 2010, responsible for developing the newly established institution and managing the development of its new building. She also oversees policy development, acquisitions and collections registration. As a curator, she specializes in modern and contemporary art from the Arab world, with a particular emphasis on Iraq. She is of Iraqi origin and has lived in Kuwait, Saudi Arabia, Egypt, the U.K. and the U.S., where she worked at the High Museum of Art in Atlanta and the Brooklyn Museum of Art in New York.

• Alia Swasticka is a curator, project manager, and writer based in Jakarta. From 2002–2004, Swasktika worked as Associate Editor for SURAT newsletter, published by the Cemeti Art Foundation, which led to her curatorial debut at the Cemeti Art House, where she worked as an Artistic Manager from 2004–2009. In the meantime, she joined staff exchange programme in UfaFabrik, Berlin, Germany with a grant from Asia Europe Foundation (ASEF), and the same program funded by Kelola Foundation and Asian Cultural Council. Since 2008, she has been working for Ark Galerie in Jakarta and has recently been appointed as a curator of the upcoming Jogja Biennale XI in November.

100% via e-flux

 

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Friday Diary: Photographic Window on the World Along The Seine

Françoise Huguier will direct the 3rd annual Photoquai exhibition showcasing non-European photographers’ work alone the Seine.

Sept 13, 2011 – November 11, 2011
Paris, France

“400 works by 46 contemporary photographers from 29 countries: South Africa, Congo, Ethiopia, Nigeria, Tanzania, Togo, Morocco, Tunisia, Bahrain, Iraq, Belarus, Russia, China, South Korea, India, Japan, Taiwan, Cuba, Cambodia, Laos, Malaysia, Indonesia, Singapore, Thailand, Australia, New Zealand, Chile, Colombia, Brazil” will line the Seine.

“Photoquai 2011 is a voyage through the clamour of the world, stimulated by photographers’ perceptions of the state of their societies and of cultures other than their own. For us, they act as watchmen, guards, preventing us from falling asleep.”

Francoise is a world traveler, photographer, filmmaker and curator with great passion for Africa. Her work seems to spans genre, place, medium, all arresting images and themes offering rare access to cultural specificity around the world.

Though this exhibit is not about Huguier, the more you journey, the riches become apparent. Here are some of her photographs, the mind behind this year’s Photoquai exhibit:

Above from her documentary Kommunalka about Russian communal living.

Les Trois Grâces – Women in Paris preparing for a show

Japanese Baths

From her collection, Singapore Don’t Move about Singapore’s middle class

and more here

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Technology Tuesday: Kickstart Her

We’re cheating a bit because the only technology in the first two picks is Kickstarter itself which as you probably know enables ideas to become reality in a democratic open forum for proposing your work to the public but the third one well makes up for it as I’m sure you’ll agree. A lot of successes have sprung from Kickstarter’s crowd-sourced funding platform and once you start digging, you find some real gems. Here are a few worth a look this week:

1 / Nice Cream

Local, sustainable, ethical Nice Cream of Chicago needs help. They were happy, cozy, comfortable as a small business employing local growers but now they themselves are growing and dealing with big-time regulations that might just close them down if they don’t raise enough money to comply. We need more of these businesses that support local community and use whole delicious non-chemical foods – so all we are saying is give Kris a chance to keep her company up and running. Check Kris Swanberg out on Kickstarter.

2 / Domestic Construction’s Urban Lot

I was instantly a fan of Maureen and Trish when I found them and their design skills on Kickstarter but I guess I’m not the only one. They were chosen as one of Entrepreneur Magazine’s 100 “Most Brilliant Companies to Watch of 2010”. I found them kickstarting their plan to till the soil and make something beautiful out of a plot of land in Greenpoint, Brooklyn. Judging from the output of their company, Domestic Construction, they are definitely equipped to do the job. I had to embed their kickstarter video too. It’s irresistible especially until 4:13:

3 / Bionic Eye

Self-described as the media haven for transhumanism, Tanya Marie Vlach sought to recreate the functionality of her lost eye by placing a camera in her ocular prosthetic. With this mission she overcame post-trauma depression and is creating a graphic novel, game, web series, and performance. She’s fully funded and has just had events in NY and SF.

We will bring you a dose of Kickstarter goodness and picks from any future funding platforms monthly right here on whatwomenmake.com

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