Empathy helps us gain a deeper appreciation and understanding of people’s emotional and physical needs, and the way they see, understand and interact with the world around them
Addresses what things people can do with a product – its functionality
Relates to the design of functionality in an accessible and aesthetically pleasant way
Involves educational guess about person’s motivations and emotional drivers for adopting a product
Re-frame and define a problem in human-centric ways
Analyse observations and synthesise them in order to define core problems. Instead of defining a problem as your or company desire such as:
Our goal is to leverage the usage of the new Google Maps live traffic informationIs a feature on Google Maps that displays traffic conditions in real time on major roads and highways feed across travel-market share among business class travellers by 3.5.% by the end of this year.
A much universal and practical way of definition would be:
Business class travellers should take an advantage of new Google Maps live traffic information feed in order to maximise their productive time while travelling.
Gather great ideas to establish features, functions and any other elements that will allow them to solve the problems.
How are we going to trigger an action so business class travellers start benefiting from newly introduced Google Maps features.
Human-centred problem statement
Be open to free thinking and to expand problem space
Adopt a hands-on approach
Inexpensive and scaled down version of a solution or features within a product in order to investigate the problem solution generated in the previous stage
Develop a solution to a problem
Understand available options
This strategy or also the Design Thinking process is designed to be perfectly iterative and focused on enhanced collaboration between product designer and the real world
Communicate who you are
Minimise users expense of time and effort
Show clear understanding of options available
Design navigation that makes sense on its own
Expose main product offering and work with polyhierarchy
Show the difference and introduce yourself or your products
Minimise the number of clicks to be able to make a preliminary decision
Satisfy the need for an understanding of a product existence at first instance
Forget iconography on its own, unless you have made a research dedicated to this area
The less you offer the better and the higher overall value is perceived (more clutter often means lower quality)
Tackle product design process life-cycle with its complex bumps by understanding human needs involved, by human-centric problem definitions, by expanding the problem space and allowing for free thinking, by adopting an inexpensive hands-on approach where one can identify the best possible solution and lastly by developing a solution to a real problem one meant to be solving