6 Principles to Work Differently // See and Experience

Developing empathy and understanding to identify the ideal stateSEE and EXPERIENCE

6 principles to WORKdifferentlyWORKdifferently Copyright © 2015 gravitytank.com

WORKdifferently Copyright © 2015 gravitytank.com

“If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.”

F R A N K C H I M E R O


See and Experience


What are ways you get to know a new friend?


What are ways you get to know your consumers?

WORKdifferently Copyright © 2015 gravitytank.com 7

Why do we approach consumers differently than friends?

WIDE REACH

We are trained to think that in order to reach the most number of people, we need to hear from a lot of people

DATA OVERLOAD

With so much existing information at our fingertips, it’s easy to assume the answer’s already in there

OLD NEWS

We often think that once we’ve been at it long enough, there’s nothing new to know



QUANTITATIVE

Broad identification of what, via patterns and trends

Good for informing where to start and confirming and refuting hypotheses

QUALITATIVE

Deep understanding of why, via problems, values and needs

Good for inspiring new solutions and identifying “white space” opportunities

8

Each method of collecting information drives a particular result

Focus groupsSurveysData mining Ethnographic interviews


Pet spending by the numbers

62% of US households own a pet

Dogs

Cats

Fish

Birds

Small Animals

Reptiles

Horses

0 10 20 30 40 50

NUMBER OF U.S. HOUSEHOLDS THAT OWN EACH TYPE OF PET (MILLIONS)

4.2%7.2%

22.4%

27.8%

38.4%FoodVet CareSupplies & OTC MedicineGrooming & BoardingLive Animal Purchases

2011 PERCENT OF ALL PET SPENDING

Sources: American Pet Products Association National Pet Owners Survey (2011-2012) via Good and Column Five

(Billi

ons)

$10

$20

$30

$40

$50

$60

1994 1996 1998 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

1721 23

29 3032 34 36 38

41 43 4648

51

1994-2011 TOTAL US PET INDUSTRY EXPENDITURES


User research, Jacques and Eleanor


What does the video add to your understanding of pet ownership?


See + ExperienceEstablish a personal

connection to the problem space and build empathy

Immerse in the problem space and understand behaviors and context


See


Established practices form the foundation for modern innovators

“THICK DESCRIPTION”

Clifford Geertz developed ethnography practices by focusing on Balinese Cock fighting

Seeing has deep roots in anthropology

CULTURAL IMMERSION

Margaret Mead researched in Samoa and New Guinea on youth and gender

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Seeing provides new informationEven brief visits into the field can be revealing



Seeing provides context

Context is the circumstances that influence behaviors, needs and priorities

TIME OF DAY LOCATION WHO YOU’RE WITH

“It depends on…”


What makes for a convenient meal?


Context helps explain the inconsistencies between what people think, say, and doUnderstanding the influence of different circumstances, like time of day, uncovers different needs

Breakfast = PORTABLE

Dinner = QUICK AND EASY

Weekend = CUSTOMIZABLE



Experience


Experience builds empathyDirect, visceral experiences allow you to build empathy and relate in a personal way


ROLE PLAYING

Setting up situations and circumstances to gain familiarity with particular aspects of a target group experience

Experience can take many forms

USING PRODUCTS

Trying the products your target group uses


See and Experience has become instrumental in innovationTranslating the things you see into resonant solutions

GoGurt LifeFitness cool down function Half size Bankers Box

Go-gurt: By Mike Mozart [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Flickr | Fitness Machines: By Tomwsulcer (Own work) [CC0], via Wikimedia Commons


Empathy is the most effective way to deeply connect to end users, prioritize their needs, and prompt you to consider the problem from the point of view that matters most when innovating

Theirs


For method cards, video tutorials and other resources:

gravitytank.com/workdifferently@gravitytankinc #workdifferently

http://www.gravitytank.com/workdifferently

6 Principles to Work Differently // See and Experience

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