Design Thinking begins with empathy. JTBD focuses on what a customer wants to accomplish. Both of these methods start in the right place, but in practice this place is only visited for a couple of days. There's no time in the design/develop cycle for much more than that. But the problem space is not a part of ideation, prototypes, testing, or development cycles. The problem space is only about a persons larger purpose, unrelated to any organization, product, or service. It's the larger purpose that brings the power to the beginning of Design Thinking and JTBD. The larger purpose is something you can understand at depth, but only if you take time to develop empathy first. Most teams try walking in someones shoes based on assumptions. Furthermore, empathy isn't what you may think it is. Indi will review examples of common assumptions and introduce you to deeper methods that allow your team to find gaps & weaknesses in existing offerings as well as innovate for audiences you were completely unaware of.
Speaker Indi Young
Indi is a freelance researcher who coaches, writes, and teaches about inclusive software strategy. Her work is rooted in the problem space, which she separates completely from any ideation, prototypes, testing, or development. Indi pioneered mental model diagrams and thinking styles to help teams truly pay attention to people, without letting cognitive bias and assumptions creep in. In 2008, her book Mental Models, introducing he problem space research method, was published. Her second book, Practical Empathy, was released in 2015, and she narrated it for Audible in 2016. Her next book is due out in 2019. She runs a series of advanced online training about the importance of pushing the boundaries of your perspective. She began her career as a software engineer, moved into interaction design, worked with early tablets, and was one of the founders of Adaptive Path, the pioneering UX agency responsible for knowledge sharing via many channels. You can follow her on Twitter @indiyoung and access many resources on Medium medium.com/inclusive-software and her website indiyoung.com.