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Aaron Gustafson
Designing with Empathy

A COLLABORATION WITH
Designing
Empathy
with

Aaron Gustafson
@AaronGustafson
adaptivewebdesign.info
Photo Credit: Stuck in Customs
Designing
Empathy
with
Design ≠

Image Credit: L.e.e

Art _

Photo Credit: faith goble
Photo Credit: Abby Lanes

Art serves the Artist
“ I’ve been amazed at how

often those outside the
discipline of design assume
that what designers do is
decoration—likely because
so much bad design simply
is decoration. Good design
isn’t. Good design is
problem solving.”
– Jeffrey Veen
de·sign  
/dəˈzīn/
To devise for a specific function or end
Classical: To indicate
Medieval Latin: designare, to mark out
David Carson
has been called
“the most
influential
graphic designer
of our times”

Photo Credit: © Marc Eckardt for FontShop, Berlin.
Designing with Empathy [AWWWARDS 2014]
Designing with Empathy [AWWWARDS 2014]
It was Art
It was Ego
subjective,
“
personal, and
self-indulgent”

Photo Credit: © Marc Eckardt for FontShop, Berlin.
“ Your ego is a

bad designer.”
– Christopher Butler
http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
http://demo.northkingdom.com/ihuvudetpatoyota/index_en.html
Designing with Empathy [AWWWARDS 2014]
Designing with Empathy [AWWWARDS 2014]
Designing with Empathy [AWWWARDS 2014]
Just because you can
doesn’t mean you should

Photo Credit: harald walker
Photo Credit: Laurence & Annie

Design
isn’t about
showing off
Design to

Photo Credit: altemark

communicate
not alienate
Design = Creativity
for Communication
Designing
Empathy
with
em·pa·thy
/ˈem-pə-thē/
From the Greek empathia meaning
“state of emotion”
em·pa·thy
/ˈem-pə-thē/
The action of understanding, being
aware of, being sensitive to, and
vicariously experiencing the feelings,
thoughts, and experience of another …
without having the feelings, thoughts,
and experience fully communicated in
an objectively explicit manner
Meet
Charlie
and
Jack
Designing with Empathy [AWWWARDS 2014]
Empathy requires
us to observe
Photo Credit: [phil h]
Empathy requires
us to ask questions
Photo Credit: [phil h]
Empathy requires
us to listen
Photo Credit: [phil h]
Empathy requires
us to use our intuition
Photo Credit: [phil h]
Empathy requires
us to be patient
Photo Credit: [phil h]
Perspective
is everything

Photo Credit: ZeroOne
Empathy is about
“
showing solidarity
with others who
have a one and only
life on this planet.”
– Jeremy Rifkin
Solidarity requires
communication

Photo Credit: LeonArts.at
Global Community
Nation States
Religious Groups
Tribes
Global response
within 3 hours

Photo Credit: United Nations Development Programme
em·pa·thy
/ˈem-pə-thē/
The action of understanding, being
aware of, being sensitive to, and
vicariously experiencing the feelings,
thoughts, and experience of another …
without having the feelings, thoughts,
and experience fully communicated in
an objectively explicit manner
em·pa·thy
/ˈem-pə-thē/
The action of understanding, being
aware of, being sensitive to, and
vicariously experiencing the feelings,
thoughts, and experience of another …
without having the feelings, thoughts,
and experience fully communicated in
an objectively explicit manner
Also: the capacity for this
John Rawls
1921-2002
Selfishness is a survival instinct

Photo Credit: Malingering
Photo Credit: Stuck in Customs

We are able to empathize by
seeing ourselves
in others.
Designing with Empathy [AWWWARDS 2014]
Personas foster empathy

In UX, we use
personas to
help us empathize

Credit: Kevin O’Connor
They also
frequently
devolve
into another
name for
“the user”

Photo Credit: Tinker*Tailor loves Lalka
Personas
need to
be real.
They need
to be
human.
Photo Credit: code poet
User Scenarios =
situational empathy

Photo Credit: Sergiu Bacioiu
User Scenarios =
situational empathy
User scenarios =
situational empathy

Kitty: Sergiu Bacioiu; Fire: Mr. Theklan
Design is
problem
a
solving

Photo Credit: Unhindered by Talent
A

O

CE

NT
R

AL
F.

F

R

O

N

T

L

L

B

E

E
TAL LO B
PAR I E

OCCIPITAL
EXO LOBE
O

F.
IAN
V
SYL

TEM

OCCIPITAL F.

L
ORA
P

L

OBE

CC
IPIT
AL

FF.
A

O

CE

NT
R

AL
F.

F

R

O

N

T

L

L

B

E

E
TAL LO B
PAR I E

OCCIPITAL
EXO LOBE
O

F.
IAN
V
SYL

TEM

OCCIPITAL F.

L
ORA
P

L

OBE

CC
IPIT
AL

FF.
A

O

CE

NT
R

AL
F.

F

R

O

N

T

L

L

B

E

E
TAL LO B
PAR I E

OCCIPITAL
EXO LOBE
O

F.
IAN
V
SYL

TEM

OCCIPITAL F.

L
ORA
P

L

OBE

CC
IPIT
AL

FF.
Call out the
relevant facts:
Bob is a mechanic
He is left- handed
He wants to look up
parts info (and
possibly order a
replacement part)
while under a car
Photo Credit: Neil. Moralee
We only need enough detail
to be able to put ourselves in
his shoes.
Who cares
about his
macchiato
addiction?
Photo Credit: Frisno
We want info on his

• goals,
• needs,
• circumstances,
• outside influences,
• distractions, and
• limitations.
Photo Credit: Neil. Moralee
User scenarios help us
empathize in a productive way

Photo Credit: Chris Garrison
Photo Credit: Horia Varlan
Set a performance budget

Photo Credit: Gunnar Ries
Author appropriate content

Photo Credit: schoschie
Consider physical limitations

Photo Credit: lastquest
Facilitate satisfaction

Photo Credit: CaptPiper
Don’t create
unnecessary
barriers

Photo Credit: andrechinn
Don’t force
your agenda
on your
customers

Credit: XKCD
Support common
assistive
technology

Credit: windsordi
Help users learn to
accomplish complex
tasks and
reward
them for
doing so.
Credit: pasukaru76
Progressive Reduction

http://layervault.tumblr.com/post/42361566927/progressive-reduction
Progressive Reduction

http://layervault.tumblr.com/post/42361566927/progressive-reduction
Progressive Reduction

http://layervault.tumblr.com/post/42361566927/progressive-reduction
Hurt not others in
ways that you yourself
would find harmful.
–Buddhism

Do unto others as you
would have them do
unto you.
–Christianity

The Golden Rule
No one of you is a
believer until he
desires for his brother
that which he desires
for himself.
–Islam

What is hateful to you,
do not to your fellow
man. That is the entire
law; all the rest is
commentary.
–Judaism
Designing with Empathy [AWWWARDS 2014]
“ [Progressive enhancement]

keeps the design open to
the possibilities of sexiness
in opportune contexts,
rather than starting with
the ‘whole’ experience that
must be compromised.”
– Ben Hoh
Egalitarianism
Equality of opportunity,
not equality of outcome
Designing
Empathy
with
Thanks!
L@aarongustafson
Designing with Empathy
by Aaron Gustafson
@AaronGustafson
Further reading:
http://is.gd/readlist_empathy
Slides available at
http://slideshare.net/AaronGustafson
This presentation is licensed under
Creative Commons
Attribution-Noncommercial-Share Alike 3.0
except where otherwise noted
flickr Photo Credits
http://www.flickr.com/photos/aarongustafson/galleries/72157633153882514/
http://www.flickr.com/photos/aarongustafson/galleries/72157633161513316/

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Designing with Empathy [AWWWARDS 2014]