Reviewing three basic value propositions to well-considered human centered design by activating the humanistic standard ‘empathy’ in real ways presented by Leonard & Rayport, Dr. Friedman and Holtzblatt & Beyer (see details at bottom of post) I feel that as humans make products it only seems practical for design concinnity to include human-involved practices in the field, resulting in recursive feedback into existing and new systems.
Each author offers a slightly different view of what effective empathy means, but all see it as helping individual people in particular and the masses in general, by listening and asking questions through a variety of methods. All mentioned work-arounds which people employ unconsciously to combat commonplace non-functional technical environments.
Empathy is the ability to feel affection for other living beings, like in a mirror image, to understand other’s motivation, from the dictionary –
“Identification with and understanding of another's situation, feelings, and motives.”
Or in less romantic terms from Holtzblatt and Beyer – “We want our feet to be sore where their shoes pinch ”
Leonard and Rayport see empathy as an exciting way to “delight the customer ” through a process of market research with observers capturing data, analyzing the brainstorming to create prototypes. They also consider it as culture shift to ensure sustainable successful companies. The AOL section seemed misplaced – who cares if a company is technical or not – nobody wants their private contact information sold without consent.
Friedman uses a business based phrase to capture the attention of managers with “Value Centered Design ”. Friedman championed people strongly, with her powerful view of empathy, she framed the wording and examples to convince businesspeople to attempt these solutions. Her crowning materials were the moral views on informed consent particularly where web based user tracking was outlined, illustrated with “how a user might benefit or be harmed by it’s use. ”
Holtzblatt and Beyer use empathy because people just want get their work done on computers, not focus on the tool itself. They elucidated the processes of contextual inquiry. They want users as “strong participants in the design process.”
There are nothing but advantages to the methods outlined with only a few disclaimers:
1. These adaptations consume cycles (resources) and increase the “time to market”; a clear short term disadvantage: as engineers say:
“What do you want for your product? Good quality? Inexpensive? Quick to get to the market? Good, cheap, quick: pick any two.”
2. Change to refocus on the real needs of consumers is impossible for some well established producers (dinosaurs). As Donald A. Norman states in “Want Human-Centered Development? Reorganize the Company”
“It is difficult for a company to make the transition to a consumer-driven marketplace.”
These megalithic monstrosities drive themselves out of business -- with top down management they will not allow employees to have input, much less customers.
3. From experience how could anyone think for a New York second that the practice of tracking end users through cookies does not affect their work? ‘Sniffers’ and ‘click trackers’ grind robust browsers down to a snail’s speed – to read these articles online SpyBot, defragger, and “anti-virus” software had to run to restore the browser’s speed to normal. Less knowledgeable users have to pay for support.
4. Democracy as a human value; living in a failing democracy one wonders if the highly prized human values stated in these article will linger long enough to overcome greed.
empathy. (n.d.). The American Heritage® Dictionary of the English Language, Fourth Edition. Retrieved October 12, 2006, from Dictionary.com website: http://dictionary.reference.com/browse/empathy
Holtzblatt, K., & Beyer, H. (1993). Making customer-centered design work for teams.Communications of the ACM, 36(10), 92-103. Retrieved 1 Dec 2004 from http://doi.acm.org/10.1145/163430.164050.
Leonard, D., & Rayport, J. F. (1997). Spark innovation through emphatic design. Harvard Business Review, 75(6), 102-113.
Friedman, B. (2004). Value Sensitive Design. Encyclopedia of human-computer interaction. (pp. 769-774). Great Barrington, MA: Berkshire Publishing Group.
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