Empathize - Workshop 01

Summary

The video script is a detailed discussion on the application of design thinking, particularly focusing on the concept of empathy in the design process. It involves a group of individuals with real-life experience in applying design thinking to solve problems and assist others. The conversation centers around creating a customer journey map, emphasizing the importance of understanding the customer's perspective. The participants, including a professor and former students, walk through the steps of mapping a student's journey in an educational setting, highlighting the need to identify and address pain points to improve the overall experience.

Takeaways

• 😀 The session focuses on design thinking and its application in real-life scenarios, emphasizing the importance of empathy in understanding customer experiences.
• 🔍 The discussion involves creating a customer journey map to visualize the experiences of a hypothetical student named Sam, highlighting the steps they take before, during, and after a specific action.
• 👥 The team collaborates to identify and map out the actions Sam takes, such as preparing to take notes in class, which includes getting a pen and notebook ready.
• ✏️ The process of note-taking is broken down into detailed steps, from selecting the right notebook to writing down the notes, and considering the emotional impact of each action.
• 🤔 The session explores the challenges Sam might face, like finding the correct page in the notebook or understanding the lecture, and how these can be addressed through design thinking.
• 📈 The importance of observing and reflecting on the customer's emotional state throughout their journey is discussed, using a 'smiley face' chart to depict positive, negative, and neutral emotions.
• 💡 The team considers how design thinking can be applied to improve Sam's experience, such as by simplifying the process of finding the right notebook or organizing class materials.
• 🗣️ The script mentions the value of going to the 'field' to observe real customers and compares their actual behavior with the assumptions made during the design process.
• 🔖 The session concludes with a plan to create a second customer persona to further explore the application of design thinking in different contexts.
• 🔄 The process is iterative, with the team planning to revisit and refine their customer journey maps and design solutions based on ongoing observations and feedback.

Q & A

What is the main topic of the online course mentioned in the script?

The main topic of the online course is Design Thinking, with a focus on its application in real-life situations and problem-solving.

What does the professor emphasize as an important aspect of Design Thinking?

The professor emphasizes 'Empathy' as an important aspect of Design Thinking, which is likely the first and possibly the most crucial step in the entire journey.

What is Customer Journey Mapping and how does it relate to the discussion?

Customer Journey Mapping is a process discussed where one experiences the journey from another's perspective, which is crucial for understanding and helping the customer.

Why are the participants in the course described as having 'experience'?

The participants are described as having 'experience' because they have applied Design Thinking in real-life situations and have been helping others through it.

What is the significance of the 'Customer' in the context of the script?

In the context of the script, 'Customer' refers to the person whom the design thinking process aims to assist or benefit, not necessarily a buyer in a commercial sense.

What is the first step in Customer Journey Mapping as discussed in the script?

The first step in Customer Journey Mapping is to understand the 'persona', which includes the person's age, physical location, and possibly assigning a name for ease of reference.

Why is it suggested not to focus on the gender of the persona in the customer journey?

Focusing on the gender of the persona is not emphasized as it is not considered essential for the process. It is mentioned that assigning a gender is not necessary and can be avoided to prevent bias.

What is the importance of identifying the 'before', 'during', and 'after' stages of an action in the script?

Identifying the 'before', 'during', and 'after' stages of an action is important to understand how the person reached the point of action and what happens next, providing a complete view of the customer's journey.

What is the advice given regarding the number of steps and phases in the customer journey?

The advice is to keep at least three phases: before the action, during the action, and after the action. However, more phases can be added for a detailed understanding, but at least three are recommended.

Why are sticky notes used in the process described in the script?

Sticky notes are used because they are convenient for jotting down ideas, can be easily rearranged, and allow for collaboration as they can be placed, moved, and written on as needed.

What is the purpose of creating a persona like 'Sam' in the classroom scenario?

The purpose of creating a persona like 'Sam' is to simulate a real-life scenario where the participants can practice applying Design Thinking to understand and improve the customer's journey in the context of a school environment.