Empathy, humility, compassion, conscience: These are the key ingredients missing in the pursuit of innovation, Ms. Helfand argues.
“I think they (designers) can help you move faster when they do theory, not just practice”.
“When you ask someone to come and be a user, what you get is them being a user. They are a whole other thing as well … they are a person with a culture existing in a type of community.”
Practice – the spaces and ecosystems that you are interested in
“Dining, commuting or doing some kind of working … “
Style – “all our pragmatic activity is organized by style … it is something you do”.
Assumptions about the audience and what they already believe
We are in the space of creating value.
We are trying to create things that help people achieve what has value to them.
There is value in new things.
Lean affords a better way of finding new things of value.
A good theory can be leaners than Lean.
A Marxist account of society will have this kind of stratification.
• Rich scum
• Boring middle class
• Stalwart Workers
The differentiation is their financial capital. “Marketers are still using this differentiation in their heads”.
Bourdieu argues that there are categorizations within these stratifications.
“People start to differentiate themselves”.
“How they appear, but also how they behave … it is a game about taste”.
Think about the comment “I would not be seen dead in that”.
Society has a bunch of rules.
Affordance are cultural, and then become embodied.
Bourdieu says: Be reflexive. Spend a lot of time self-critiquing. Understand your own privilege and your position.
“You need to be experiencing different kinds of things so you can see your own kind of cultural taste”.
Bonus for making it this far … the very last frame of the video
- A brief description of the user being interviewed—the person’s background and anything interesting you’ve gained from the meet and greet
- Core questions you’d like answered—some may be part of your discussion guide but these can also be new questions that carry over from previous interviews
- Core frustrations or issues the user may face when interacting with the design or as part of using a product or service
- “Wow” moments or positives—it’s easy to just note frustrations without prompting for the positive experiences
- Quotes—these can be very revealing so it’s important to capture the emotion and stories to which these quotes may refer
- Summary of 5–10 takeaways—after the session, what were the takeaways and keywords that capture the essence of the interview? What potential themes are forming from interview to interview that aid in writing an observations and insights summary