“Empathy
is inbuilt. Our brains are wired to mirror the emotions of others. But
we filter our understanding through the biases we carry.”
What
makes a new business idea succeed? We know that only 10 per cent of new
businesses survive, so the answer is both important and elusive.
The makers of the
Segway
personal transporter were confident their revolutionary technology
would change the world. Sadly, it turned out that few people had a
burning desire to spend thousands of dollars to travel at walking speed
while looking like an eejit.
The Segway is a prime example of an invention that nobody needed.
A successful new idea is one that
provides value. If it makes peoples’ lives better, they will happily pay
you a price that allows your business to survive and prosper. But, as
Henry Ford
famously observed: “If I had asked people what they wanted, they would
have said faster horses.” People aren’t very good at identifying the
solutions that they need.
This is where
empathy
comes in. Very simply, empathy is the ability to see the world from
someone else’s point of view. An empathy-based approach to innovation
can connect deeply with people’s experience, identify unnamed problems
and develop valuable solutions.
Empathy is inbuilt. Our brains are
wired to mirror the emotions of others. But we filter our understanding
through the biases we carry. It is a common innovation failing to
assume you know what your customer wants. Truly understanding the
perspective of another person requires deep listening and observing.
Human-centred design
The good news is that there are a
number of ways of doing this, many developed by IDEO, the design agency
that pioneered human-centred design. The starting point is to channel
your inner four year old: be curious, be comfortable not knowing, keep
it playful and ask “Why?” a lot.
The two basic ways of
understanding someone’s behaviours, beliefs and problems are by asking
and observing. When you interview someone, ask them to tell you a story.
Mark Campbell is the founder of Galway start-up
Pocket Anatomy, which recently launched
Anatomus.
com – an innovative 3D map of the human body – to improve medical
communication between doctors and patients. In the early stages,
Campbell spent a lot of time with people who really needed his product –
US medical students studying anatomy. These
extreme users
were time challenged, financially invested in their careers and
preparing for a high-stakes exam that would shape their futures.
Mark used an IDEO technique – the
unfocus group. Instead of showing users his prototype app, he got them
to tell stories about how they studied, what materials they used, where
they studied, what worked and what caused them frustration.
Another approach is to practice
immersion. Put yourself into the context you want to understand. In the
1970s, a 26-year-old industrial designer,
Patricia Moore,
put on smeared glasses, ear plugs and uneven shoes to experience life
as an 80-year-old woman. What she learned led her to redesign many
everyday products, such as potato peelers, to be more inclusive.
Next step: create an empathy map.
Put your user at the centre of the map and capture examples of what they
say, do, think and feel. Highlight surprising insights, which are often
tensions or contradictions. Finally, identify needs and pain points.
Now start inventing to meet this need, knowing you will be solving a problem that matters to people.
Rough sleepers
Emily Duffy
is a student entrepreneur from Limerick. During transition year she
spent time volunteering with homeless people. She identified the problem
of people who choose to sleep rough rather than use a hostel. Our bias
might lead us to dismiss these people for not taking the help offered.
Duffy listened and learned that there are many reasons to avoid a
hostel. For one, hostels don’t accept pets, and people will sacrifice a
lot for their best friend.
She designed a special sleeping
bag for rough sleepers. Durable, warm, waterproof, hi-viz and fireproof,
it even includes a headrest that doubles as storage for valuables. The
Duffily baghas potential for other uses such as disaster relief and even leisure camping (who doesn’t want to be warm and dry?).
Some people deliberately seek out
extreme users, such as rough sleepers, in order to develop better
solutions for mainstream markets. One type of extreme user is someone
who is currently unable to engage with your idea. Maybe it’s too
expensive or difficult to use.
Nike developed the
FlyEase sneaker to be easy to get on and off after a request from
Matthew Walzer,
a teenager whose cerebral palsy made putting on hi-top sneakers
impossible. The constraints of designing for specific needs can push you
to innovative and exciting results. Three years after creating a
one-off pair of sneakers for Walzer, Nike have just launched FlyEase as a
mainstream line of products.
So try out your power of empathy?
Observe, ask people their story, think about real problems. You might
just uncover the next killer innovation.
Dr
Rachel Hilliard
is a senior lecturer in innovation management at the JE Cairnes School
of Business and Economics, National University of Ireland Galway
