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.
- On a large paper or whiteboard, create 6 equal sections and place your user in the center.
- 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.
- 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)?
- 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?
- HEAR: Whose options influence them? Who are their friends? What beliefs are they hearings?
- SEE: What is surrounding the users? Environmental factors? What is on the market? Friends’ behavior? Context for challenge?
- PAIN: What are the fears and frustrations of the user? What influences their behavior based on the challenge?
- WANTS/NEEDS: What are the elements the user wants changed? What are their aspirations?
- Take a step back to examine the needs of your users. Pay attention for a couple important factors.
- 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.
- 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.
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.
0 CommentsTech 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
0 CommentsWomen 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
0 CommentsFriday 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
0 CommentsTechnology 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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