1. Emphatic design

2. introduction
A successful product design needs to meet the real or perceived needs of the customer.
Get close to the customer
Listen to the voice of the customer
3. Shortcomings of market research
Inability of user to recognize the problems
Assumption of the user that their desires cant be fulfilled
Hiding the real practices suspecting that they might be deemed inappropriate
Tendency to please the inquirer
Biasness of surveyors into questioning
Customers needs are converted into text and numbers
Problems with totally new product
WHAT IS THE SOLUTION ???
4. Emphatic Design
Observation watching customers use products or services in their environment in the course of normal, everyday routines.
Different from: focus groups, usability laboratories, and other context of traditional market research.
HOW ARE THE TWO DIFFERENT ???
5. Trigger of use
What circumstances prompt people to use your products or services ?
Breakfast product Cheerios
Spray on cooking oil for lawn mower
6. Interaction with users environment
Software package Quicken
Venting hood for air pollution
7. User customization
Users reinvent or redesign your product to serve their own purposes.
Japanese automakers design studio in Southern California
Labeling product
8. Intangible attributes

my mother used this
when it smells clean it makes all my work worthwhile
9. Unarticulated user needs
Observation of customers encountering problems with your product or services that they dont know can be addressed and may not even as recognize as problems
Surgeon guiding his scalpel
Womens razor
10. Emphatic design: the process
11. conclusion
Emphatic design cant replace market research rather they contribute to the ideas that need further testing.
It is a low cost, low risk way to identify critical customer needs.
It has the capability to come up with entirely newproduct ideas.
It has the potential to redirect a companys technological capabilities toward entirely new businesses.
12. Thank You
courtesy: Dorothy Leonard and Jeffrey F. Rayport