FIT9138 Week 2 - Empathy & Define and Social Media Case Studies Flashcards

Question 1

What is the primary purpose of the Empathise stage in Design Thinking?

Accepted Answer

To understand people within the context of your design mission by gaining empathy for who they are, what they do, and what is meaningful to them

Question 2

What are the two primary categories of techniques to empathise with users?

Accepted Answer

Observation and Communication

Question 3

What are examples of Observation techniques in design thinking?

Accepted Answer

Ethnographic observation, document/content analysis, participatory design (prototyping), and web analytics

Question 4

What are examples of Communication techniques in design thinking?

Accepted Answer

In-depth (personal) interviews, focus groups, surveys, and researching competitor solutions

Question 5

What is ethnographic observation in the context of design?

Accepted Answer

An open-ended, exploratory method of collecting data from users (the natives) in their natural settings, often involving participant observation

Question 6

What is the Hawthorne effect in observational research?

Accepted Answer

When people modify their behavior because they know they are being observed

Question 7

What is observer bias?

Accepted Answer

The tendency of the observer to see what they expect or want to see, rather than what is actually happening

Question 8

What is the shadowing methodology?

Accepted Answer

Following a person as their shadow and walking in their footsteps to observe their daily actions with minimal interference or questioning

Question 9

What four major types of documents are typically analyzed when creating a new system?

Accepted Answer

Written work procedures, forms (like invoices), reports, and system description documents (flowcharts, data dictionaries, user manuals)

Question 10

How is report analysis useful in document analysis?

Accepted Answer

It enables designers to work backward from the information on the report to understand what data must have been necessary to generate it

Question 11

What is the main purpose of an in-depth qualitative interview?

Accepted Answer

To reach a deep understanding of a social actor’s experience and perspective through rich stories, accounts, and explanations

Question 12

What are the five standard steps of an interview procedure?

Accepted Answer

1) Plan (identify interviewees and ethics), 2) Develop protocol/instruments, 3) Train interviewers, 4) Data collection, 5) Data analysis

Question 13

Why is it important to interview extreme users?

Accepted Answer

They highlight unique or distinct behaviors that can inspire highly innovative and creative solutions for the mainstream user base

Question 14

What is confirmation bias in qualitative interviewing?

Accepted Answer

The tendency for an interviewer to search for or interpret information in a way that confirms their own preconceptions

Question 15

What is social desirability bias in qualitative interviews?

Accepted Answer

When interviewees respond with answers they believe others will approve of, rather than their true thoughts or actions

Question 16

In what situation is a survey (questionnaire) most appropriate?

Accepted Answer

When gathering limited and specific information from a large number of widely dispersed stakeholders, primarily for optimization or validation

Question 17

What are the major drawbacks of surveys in design research?

Accepted Answer

They often yield low response rates, and respondents will frequently not complete open-ended questions that encourage elaboration

Question 18

What is the main goal of the Define stage in Design Thinking?

Accepted Answer

To bring clarity and focus to the design space by crafting a meaningful and actionable problem statement based on user insights

Question 19

What are the three key elements of creating a point-of-view in the Define phase?

Accepted Answer

1) Understand the USER, 2) Synthesize a limited set of NEEDS, and 3) Express INSIGHTS gathered through empathy

Question 20

What is an empathy map?

Accepted Answer

A collaborative visualization tool used to articulate what a team knows about a specific type of user, helping create shared understanding and aid decision-making

Question 21

What are the four quadrants of a traditional empathy map?

Accepted Answer

Says, Thinks, Does, and Feels

Question 22

What goes into the 'Says' quadrant of an empathy map?

Accepted Answer

Verbatim and direct quotes from the user said out loud during research or interviews

Question 23

What goes into the 'Thinks' quadrant of an empathy map?

Accepted Answer

What the user is thinking throughout the experience, particularly things they might be reluctant to vocalize out of politeness, uncertainty, or self-consciousness

Question 24

What goes into the 'Does' quadrant of an empathy map?

Accepted Answer

The physical actions the user takes and how they go about completing tasks

Question 25

What goes into the 'Feels' quadrant of an empathy map?

Accepted Answer

The user's emotional state, often expressed as an adjective plus a short context sentence (e.g., Impatient: pages load too slowly)

FIT9138 Week 2 - Empathy & Define and Social Media Case Studies

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