{"id":296,"date":"2022-05-17T23:36:54","date_gmt":"2022-05-17T23:36:54","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/?p=296"},"modified":"2024-10-15T01:17:21","modified_gmt":"2024-10-15T09:17:21","slug":"zerotoone-empathize-define","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/zerotoone-empathize-define\/","title":{"rendered":"#ZeroToOne: Empathize and Define"},"content":{"rendered":"\n<div class=\"content\">\n<div class=\"img\"><\/div>\n<p>So now that you\u2019ve learned the differences and similarities between <a href=\"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/en-US\/blog\/zerotoone-design-thinking\" target=\"_blank\" rel=\"noopener\">design thinking<\/a> and <a href=\"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/en-US\/blog\/zerotoone-product-design-lifecycle\" target=\"_blank\" rel=\"noopener\">user-centered design<\/a>. The important takeaway from both weeks 1 and 2 is that no matter your preference of methodology, they both are implemented with the end user in mind.<\/p>\n<p>This week\u2019s focus will be on gaining a deep understanding of your user as well. In addition, painting a clear picture of who your end users are, what challenges they face, and what needs, and expectations must be met.<\/p>\n<h2>Emphasize: Getting to know the user<\/h2>\n<p>Before we get into it, let\u2019s take another look at the steps of the design thinking process:<\/p>\n<ul>\n<li>Empathize<\/li>\n<li>Define<\/li>\n<li>Ideate<\/li>\n<li>Prototype<\/li>\n<li>Test<\/li>\n<\/ul>\n<p>The first stage is all about getting to know the user and some of the problems they face. This stage requires you to gain a level of understanding of the market, competitors and existing services that are in the industry.<\/p>\n<p>Proper research within this phase is vital because without it, you are left with just guesses and assumptions and, trust me on this, there\u2019s nothing worse than being confidently wrong.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33\" src=\"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download1-300x114.png\" alt=\"Empathize and design mind map\" width=\"705\" height=\"268\" srcset=\"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download1-300x114.png 300w, https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download1.png 704w\" sizes=\"auto, (max-width: 705px) 100vw, 705px\" \/><\/figure><p><\/p>\n<h3>Best practices<\/h3>\n<ul>\n<li>Empathy Map<\/li>\n<li>Interviews<\/li>\n<li>Surveys<\/li>\n<li>Mind Mapping<\/li>\n<\/ul>\n<p>One tactic that I find useful is a method I like to call \u201c<strong>setting the stage<\/strong>\u201d which I can best describe as creating a scenario in which you ask users to describe an instance where they faced the problem you are looking to solve.<\/p>\n<p>If you were following along last week, I used the product that I built, Swipabot, as an example to give perspective on the product lifecycle. I will use it again here. The way we \u201cset the stage\u201d was by asking each user what a typical online shopping experience was like when looking to obtain highly coveted items.<\/p>\n<p>One consistent thing that I\u2019ve found working with other startups and building my own products, is that skipping or not investing adequate time and energy in this phase can be detrimental to your product and your team as you look to deliver solutions. No matter how sure you are of the idea, no one wants to operate under assumptions.<\/p>\n<h2>Defining the user\u2019s needs and problem<\/h2>\n<p>Now that we\u2019ve taken the time to understand the user and some of their jobs, pains, and gains, this is where we start setting things into stone.<\/p>\n<p>This is the point where we are simply gathering data from the emphasize stage and use that to form your problem statement. This will guide your product vision through the entire design process and beyond.<\/p>\n<h3>Best practices<\/h3>\n<ul>\n<li>User Personas<\/li>\n<li>Value Map<\/li>\n<li>Value Proposition Canvas<\/li>\n<\/ul>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-34\" src=\"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download21-300x150.png\" alt=\"Value proposition canvas\" width=\"733\" height=\"367\" srcset=\"https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download21-300x150.png 300w, https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download21-1024x512.png 1024w, https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download21-768x384.png 768w, https:\/\/www.microsoft.com\/en-us\/startups\/blog\/wp-content\/uploads\/2022\/05\/download21.png 1096w\" sizes=\"auto, (max-width: 733px) 100vw, 733px\" \/><\/figure><p><\/p>\n<p>Throughout this phase is where the magic happens and you start to realize your <strong>who<\/strong>, <strong>what<\/strong>, and <strong>how<\/strong>. The best way I can urge you to apply this step is to implement the framework \u201cwe do (X), for (Y), by doing (Z).\u201d<\/p>\n<p>Not only does this allow you to concisely explain your company and product\u2019s bottom line, it also allows you to frame the problem in a user-centric way which (you guessed it) is essentially the common theme of this entire product design journey.<\/p>\n<h2>Conclusion<\/h2>\n<p>When <strong>getting to know the user<\/strong> and <strong>defining their needs<\/strong> it\u2019s important to take note of the common issues that arise in conversations with the users. After all, empathizing with the user allows you to emotionally put yourself in their shoes, which then plays a huge role into the product design, functionality, and the overall value.<\/p>\n<h2>Looking ahead<\/h2>\n<p>We\u2019re making progress along our product journey! Now that we\u2019ve learned about the basics of UX, identified the difference between UCD and design thinking, and begun to have a deeper understanding of the user, now it\u2019s time to start <strong>ideating<\/strong>.<\/p>\n<p>You know the deal! Catch me this <a href=\"https:\/\/www.linkedin.com\/video\/event\/urn:li:ugcPost:6930946883280388096\/\" target=\"_blank\" rel=\"noopener\">Tuesday on LinkedIn Live at 3pm EST<\/a> and on <a href=\"https:\/\/twitter.com\/i\/spaces\/1OyKADyBgeOxb\" target=\"_blank\" rel=\"noopener\">Thursday on Twitter Spaces at 7pm EST<\/a> to talk more about this week\u2019s topic!<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>So now that you\u2019ve learned the differences and similarities between design thinking and user-centered design. The important takeaway from both weeks 1 and 2 is that no matter your preference of methodology, they both are implemented with the end user in mind. This week\u2019s focus will be on gaining a deep understanding of your user&#8230;<\/p>\n","protected":false},"author":1,"featured_media":797,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ms_queue_id":[],"footnotes":""},"categories":[57],"tags":[136],"coauthors":[],"class_list":["post-296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-prototyping","tag-zerotoone"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#ZeroToOne: Empathize and Define - Microsoft for Startups Blog<\/title>\n<meta name=\"description\" content=\"Skipping or not investing adequate time and energy in this phase can be detrimental to your product and your team as you look to deliver solutions. 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