Phase 1 Empathise
This first phase of design thinking focuses on user-centric research. It aims to understand the target audience and the challenge they face as well as possible. The better you immerse yourself into the user’s world the better the definition of the challenge and the needs there are to solve the challenge. Empathy is essential for problem solving and a human-centred design process. It allows designers to set aside their own assumptions and really understand users and their needs. Methods involving research and co-creation are used in this phase.
In this phase, the previously described methods from section Methods to scope the challenge and section Co-creation methods to understand the target group can also be used, for a total of 4 Research methods to empathise (in yellow), 3 Methods to immerse yourself in the target group (in blue), and 4 Co-creation methods to empathise (in green).
Research methods to empathise
1. Literature Review
A literature review can provide initial context for the challenge to be solved. It provides insight into the expertise that already exists in this field that allows you to draw on previous research and experience[1].
2. Interview
Interviewing someone in their own environment gives you an insight into their motivations, habits and lifestyle. This method will provide you with a deeper context for the challenge you are trying to solve[1].
3. Five whys
Interviewing someone by sequentially asking the question why five times encourages reflection on deeper reasons for behaviour, attitudes, motives and needs[1].
4. Day in the life
In this type of research, the researcher follows a day in the life of the target group affected by the challenge. In this way you learn how they behave in their daily lives, which may be different from what they would say in an interview[1].
Co-creation methods to empathise
1. The Sketch Game
This drawing exercise shows us how we can have different perspectives on different topics related to the challenge. In doing so, we reveal some of our unconscious assumptions and biases[1].
2. Drawing
Drawing is another way to put your thoughts in order. Asking questions about the challenge and asking participants to draw the answers gives a different picture of the issues than talking to each other. Discussing the drawing allows you to go deeper into the issue[1].
3. Computer Trust
This is a method to discover why people trust and distrust interactions with technology. In this way, ideas will eventually be developed that are user-friendly and fit the target audience[1].
4. Role Play
Role playing is used to gain an empathetic understanding of the target audience. By reenacting scenes and situations you are trying to improve, you can get a better sense of what the experience actually feels like and where you need to focus on in particular to make improvements[1].
Methods to immerse yourself in the target group
1. Empathy Map
An empathy map helps designers understand the perspective of their users by giving them an organised visual representation of the data they have collected about that person, incorporated into an empathy map. With this tool, designers can gain a better understanding of the needs and pain points of end users – all with the aim of creating tailored solutions that meet their needs[1].
2. Personas
A persona is a variation of the empathy map. It is a fictional character that represents an individual from the target group. This persona is created based on the data you have collected in your research and the themes or commonalities you have observed. This approach is designed to help you better understand your customers’ needs, behaviours, experiences and goals[1].
3. Informance
Informance is a combination of role play, improvisation and body storming. It gives a deep insight into the client and goes beyond understanding the client’s culture and motivations. It is really about an experience where the designer gets into the skin of the target group based on data collected from them. The designer takes on the life of the target group to really put themselves in their shoes[1].