In this course you will convert the raw data from your empathy fieldwork to create a powerful problem definition that sets the right context for brainstorming solutions. You will prepare a physical or virtual space in which you will thoughtfully unpack your observations to create a robust record of your experiences in the field.
You will apply methods to extract empathy data from first, second, and third person empathy experiences. You will then distill this data into a series of needs, insights, and surprises that will drive creativity and innovation later in the process. At the same time, you will analyze the empathy data to identify patterns and connections within and among your observations.
The methods described in this course are an efficient approach to problem definition with results that are powerful and authentic. The resulting model is rich with not only qualitative data such as user personas, but also quantitative results that can be reviewed and shared throughout the remainder of the process. The act of constructing this model can bring into sharp focus the defining features of your problem. The ideas and insights generated may in fact be provocative, and this is very appropriate at this stage in the design process.
The courses Identifying and Framing a Challenge and Gathering User Emotions are required to be completed prior to starting this course.
KEY COURSE TAKEAWAYS
Identify and prepare an unpacking space for your emotional data
Populate empathy templates for each experience
Identify needs, insights, and surprises based on empathy templates
Identify tensions, contradictions, consistencies, and synergies between and within the empathy templates
Develop and analyze a variation of an affinity diagram known as an Emotional Data Relationship Map
Create a flow of thoughts that culminates in a coherent goal for the system that addresses some aspect of the challenge
Develop personas that empower you to envision innovative solutions
Sirietta Simoncini holds a Master of Architecture degree from the University Institute of Architecture of Venice (Italy) and worked for several years as chief architect of a city in the north of Italy. She is the co-founder of InTAdesign, an architectural firm active in both Italy and the U.S., and in addition to practicing architecture she has worked as an art and film curator for many cultural institutions.
Sirietta has taught as a design thinking coach at the Stanford d.school and has facilitated workshops at McGill and Yale Universities and with organizations such as jetBlue, Target, and the World Bank. She currently teaches the art of innovation in the Systems Engineering program at Cornell. In her classes, graduate students from different Cornell colleges, institutes, and schools come together to design and build solutions for complex challenges with actual sponsors.
She believes in cross collaboration, a hands-on approach, and the importance of fostering T-shaped skills. She also believes in fieldwork, since the inspiration for innovation comes from observing and interacting with real people in their context.