Module 1: Empathy & Research

The first step is to understand the problem, challenge or opportunity. Start with listening. There are many research tools that you can use to gather information. You can use a combination of quantitative and qualitative methods, as well as inviting experts into the conversation. But the key to this stage of the process is gaining empathy.

Each member of the team should partake in empathy activities that help them gain insights into the experiences of the people you are trying to benefit. There are many different activities you can do. Have each person study a component of the problem space and deliver a short presentation to the rest of the team. You can meet with people and listen to their stories, or shadow them as they go about their day. 

Note that there are things that you can observe like what people say or do, but there are also things you cannot observe, like what they think and feel. Asking the right questions is important. Understanding their need on a deeper level will lay the foundation for productive ideation and prototype design. 

Here are some rules to follow when gaining empathy:

No Judgement

Adopt a beginner’s perspective

Be curious

Be optimistic

Be respectful

Let’s say you would like to improve your visitors experience at your local church. You might want to have your team members walk through your facility pretending that you are there for the first time. They can note down the things that stand out to them – perhaps the colours or the lighting, or how the entrance to the church makes them feel. Placing yourself in the visitor’s frame of mind will help you empathise with their experience and gain insight into what they might be thinking and feeling as they visit your church for the first time. 

It’s important to gain a genuine understanding of the problem before moving on. Part of this process is identifying and setting aside our own assumptions and preconceptions.