- Perspective Empathy
As collaborative tool, for teams to help discover and gain deeper insight. Empathy Mapping (Fig: 7.3) (SolutionsIQ, 2016) is arguable the most critical and singular force within HCD and the UX process. A design model that gives the observer a 360 sense of behaviours and emotions, by walking in the feet of the users and the choices they may make. (Adamson and Sorrell, 2006)
Used in choosing the correct decision on which users to interview it can later be adopted and modified to go beyond the physical obtrusive, social options and tacitly map-cues of cultural persuasion (Fig: 7.1). developing strategies to overcome behavioural barriers. (Krukow, 2016)
“Sensory design data can hide diversity by understanding individual cognition can you reveal valuable data to build social cultural ethnographic diversity.”
- Alister Somerville, Director at Acuity Design.
Part of the new wave of business thinking that legitimises the use of raw instinct to shorten decision-making and improve its quality. The Value Proposition, and business model canvas (Fig: 7.2) stress that to start using instinct more you have to be physically in touch with your market-use your senses to absorb what is going on, rather than be insulated from it and only receive your business information through reports and statistics. It’s a matter full of examples that bring the user characters core messages to life. (Osterwalder et al., 2014)
“A brand is what your product or service stands for in peoples minds.”
- Allen Adamson, Chairman of Brand Development at Landor
There’s a realization in most organizations now that we over-complicate and over-analyze. Jack Welch’s book Straight From The Gut and Malcolm Gladwell’s Blink correct the work faster mentality, with a ‘truer’, emotional connection to our customers and work ‘return to instinct’(Milligan and Smith, 2006)
REFRENCES
Advisors
ACUITY DESIGN: Somerville, Alastair. (2016) Sensory & Accessible Design (Somerville, 2016)
KRUKOW STRATEGY: Krukow, Sillie. (2016) Behaviour Design in Business. (Krukow, 2016)
Books
Milligan, A. and Smith, S. (2006) See, feel, think, do: The power of experience marketing. London: Cyan Books and Marshall Cavendish.
Osterwalder, A., Pigneur, Y., and Papadakos, P. (2014) Value proposition design: How to create products and services customers want (Strategyzer). United States: John Wiley & Sons.
Tools
Adamson, A.P. and Sorrell, M. (2006) Brandsimple: How the best brands keep it simple and succeed. New York: Palgrave Macmillan.
SolutionsIQ (2016) What is an empathy map? Available at: http://www.solutionsiq.com/ what-is-an-empathy-map/
