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Design Method to Enhance Empathy for User-Centered Design: Improving the Imagination of the User Experience

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Design Method to Enhance Empathy for User-Centered Design: Improving the Imagination of the User Experience Design Method to Enhance Empathy for User-Centered Design: Improving the Imagination of the User Experience by Alaa Makki A thesis submitted to the Faculty of Graduate and Postdoctoral Affairs in partial fulfillment of the requirements for the degree of Master of Design in Industrial Design Carleton University Ottawa, Ontario © 2020 Alaa Makki Abstract There is consensus around the importance of empathy in user-centered design and gaining empathy for users. Many empathic methods were developed to aid designers in understanding users they design for but lack a scientific foundation of the notions of empathy. This study aims to develop a tool that facilitates the use of the pause-predict-ponder method (PPP) by Ogan et al. (2008) in design, challenging current approaches to user research methods. Applying this method allows design students to step into and out of the user’s life without having direct contact with the users. It is argued that empathy in design is misguided in terms of understanding how empathy operates. This research examines the construct and mechanisms underlying empathy and how it functions in design based on a review of the cognitive science literature. Furthermore, this study employs qualitative research methods to develop four steps for improving design students’ empathy and interpersonal skills; (1) Recognize False Assumptions, (2) Identifying Contextual Differences, (3) Building Connections, and (4) Suggesting Ideas. Keywords: Empathic Design, User-Centered Design, Empathic Design Methods, Cognitive Empathy, Perspective Taking, Affective Empathy. I Acknowledgments TO MY FAMILY & SIBLINGS Who supported and encouraged me throughout the process. TO MY SUPERVISORS Prof. WonJoon Chung Prof. Jim Davies For guidance, support, continuous encouragement, and for sharing exceptional knowledge and advice with me. TO MY FACULTY Thanks to everyone who taught me throughout my Master’s. To my colleagues and friends for their unwavering support, I’m forever grateful. Special thanks to all three volunteers in the videos and the eight interview participants, for making this research feasible. II Table of Contents Abstract ............................................................................................................................... I Acknowledgements .......................................................................................................... II Table of Contents ............................................................................................................ III List of Tables ……………………………………………………………………………….VI List of Figures……………………………………………………………………………...VII Preface……………………………………………………………………………………....IXV II Chapter 1: Introduction ................................................................................................... 1 1.1. Background & Scope ....................................................................................... 1 1.1.1 Empathy in Design Thinking ............................................................ 2 1.1.2 Empathy in Design Research ............................................................ 3 1.2 Purpose of the Study ........................................................................................ 4 1.3 Research Questions .......................................................................................... 5 1.4 Research Process .............................................................................................. 6 Chapter 2: Literature Review .......................................................................................... 7 2.1. Definition of Empathy ..................................................................................... 7 2.1.1. Evolution of Empathy: Sympathy to Empathy ................................. 7 2.2. Empathy in Design ........................................................................................... 9 2.3. Empathic Design Methods ............................................................................. 15 2.3.1. Metaphors ....................................................................................... 16 2.3.2. Personas .......................................................................................... 17 2.3.3. Experience Prototyping ................................................................... 19 2.3.4. Roleplaying ..................................................................................... 21 III 2.4. Types of Empathy .......................................................................................... 23 2.4.1. Cognitive Empathy ......................................................................... 24 2.4.2. Affective Empathy .......................................................................... 26 2.4.3. Mirror Neuron System .................................................................... 28 2.5. Understanding Empathy in Design ................................................................ 28 2.5.1. Design Example 1: Google Empathy Labs ..................................... 30 2.5.2. Design Example 2: GE Healthcare ................................................. 31 2.6. Pause-Predict-Ponder (PPP) Method ............................................................. 33 Chapter 3: Methodology................................................................................................. 36 3.1. Approach to Method……………………………………………………………...36 3.2. Development of PPP Empathic Method ........................................................ 36 3.3. Data Collection .............................................................................................. 38 3.3.1. PPP Method Session ...................................................................... 39 3.3.2. Follow up Interview & Questionnaire ........................................... 42 3.4. Data Analysis ................................................................................................. 42 Chapter 4: Results........................................................................................................... 46 4.1. Findings.......................................................................................................... 46 4.1.1. Results for the PPP Method Session ............................................... 46 4.1.2. Results of the Follow Up Interview & Questionnaire .................... 49 4.2. Four-Step Process for Facilitating Use of Suggested PPP Method ............... 54 4.2.1. Recognize False Assumptions ........................................................ 55 4.2.2. Identifying Contextual Differences ................................................. 56 4.2.3. Building Connection ....................................................................... 57 IV 4.2.4. Suggesting Ideas……………………………………………………….59 Chapter 5: Discussion ..................................................................................................... 60 5.1. Effective Aspects for Using the PPP Method ................................................ 65 5.2. A Tool to Facilitate the Pause-Predict-Ponder Method in Design ................. 65 5.3. Limitation of the Method ............................................................................... 67 5.4. Limitation of the Study .................................................................................. 67 Chapter 6: Conclusion .................................................................................................... 69 6.1 Future Studies ................................................................................................ 70 References ........................................................................................................................ 72 Appendices ....................................................................................................................... 83 Appendix A Ethics .............................................................................................. 83 Ethics Clearance........................................................................................ 84 Interview Consent Form ........................................................................... 86 Appendix B Recruitment Forms....................................................................... 88 Email Invitation - Interview ...................................................................... 89 Online Invitation - Interview .................................................................... 91 Appendix C Interview + Questionnaire ........................................................... 92 Interview .................................................................................................. 93 Questionnaire ............................................................................................ 94 Appendix D Data ................................................................................................. 96 Interview Analysis Case 1 ........................................................................ 97 Interview Analysis Case 2 ...................................................................... 100 Interview Analysis Case 3 ...................................................................... 102 V List of Tables Table 1. Empathic Methods Used by Design Students Throughout the Design Process (Hess & Fila, 2016b) ................................................................................................................................... 13 Table 2. Pros and Cons of Empathic Methods .............................................................................
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