Empathic Designs

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Empathic Design - Gathering, analyzing and applying information gleaned from the observations in the field

Traditional marketing research is useful when a product or service is well understood and can be used to gain useful insights to influencing the purchase decisions;

it is not useful for a new technological capability; because customer inputs in the form of writing can miss crucial information getting delivered to the product developer

How observation can help?

-What triggers the use of the product?

-How do interactions happen in the user's environment?

-Do users redesign or customize your product to serve their own purpose?

-Intangible attributes of the product -

-Unarticulated user needs-Nissan's foldable seats in the back came from the observation!

Steps of Empathic Design:

Observe : whom to observe?

who should observe?

what should be observed?

Capture Data:

Photographs, Drawings, Visuals

Reflection and Analysis:

Brainstorming for solutions:

Developing Prototypes