How to Get from Empathy to Transformation
Everyone has a morning routine
From getting up and brushing teeth to sliding a mug under the coffee maker, everyone has some form of a similar start to their mornings each day.
Imagine then, if you will, how many brands you use each day, the experience disruptors.
It comes down to items that we buy for the experience. For instance, Starbucks creates an experience with their coffee, and by doing that, they can get you to pay $5 per cup of coffee — again and again.
In my latest DISRUPTOR podcast, I spoke with a friend, Nicholas Jayanty, about the value of design. The most important experience anyone has with a product is their latest one.
Jayanty’s human-centric focus began early on. Growing up, he was into writing and storytelling. Film and theater classes segued into deep dives into critical theory and gender and race studies. As a college student at the University of Texas majoring in communications, with a focus on radio, TV, and film, he made a movie about identity called Young Mutt.
After moving to New York City in 2004 and working as a freelance production assistant by initially “cold-calling at least 600 people,” Jayanty says, laughing, he co-founded a production company in Austin called Reversal Films with another producer, Victor Moyers.
Jayanty was part of a major effort at IBM to boost IBM Design Thinking, a specialized approach to design thinking for large-scale organizations and businesses.
“I’m very sensitive to how people self-identify and socially identify. My own identity is really fluid. With interaction design, it’s all about finding the truth and shattering assumptions,” said Jayanty.
“You talk to your users, and they either discredit or validate those assumptions. It’s not about designing an experience. It’s about designing for an experience.”
This is followed by a discussion of the five-step process that Nicholas and John co-created to help build a trusting relationship with their buyers during the early stages of the sales process and in the third part of the show, we explore ways that design thinking can help you find your customers’ unmet needs to swim in the “Blue Ocean.”
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Surviving the Surge: Your Guide to Thriving in the Age of Digital Disruption
