TY - GEN
T1 - Empathy-Driven Innovation
T2 - 9th Asian HCI Symposium, Asian CHI 2023
AU - Zulaikha, Ellya
AU - Andansari, Dita
AU - Susandari, Hertina
N1 - Publisher Copyright:
© 2023 ACM.
PY - 2023/4/28
Y1 - 2023/4/28
N2 - Design Thinking (DT) is widely used to drive innovation in companies. DT consists of five phases: empathy, define, ideation, prototype, and test. However, companies often skip the empathy process and go directly to the ideation phase. It is because empathy cannot immediately solve problems, is time- and resource-consuming, and is hindered by the cognitive bias that companies believe they already know what users or customers want. This article presents the process of empathy in five cases of Design Thinking (DT) projects in Indonesia carried out by postgraduate students who have worked in the companies for years. The projects discussed are a bank's marketing plan for ultra-micro entrepreneurs, the development of an online community platform by a software development company, the creation of tourist attractions in a forest area by the government tourism agency, the creation of an online ecosystem for the footwear industry by the government, and the development of a digital e-contract by a state-owned enterprise. We conducted a comparative case study analysis to examine the empathy process in meeting user needs and achieving innovation in these projects. This article argues that optimizing the empathic process in DT can lead to innovation. However, this empathic phase should continue through the ideation, prototyping, and testing phases. An individual who works in a company can initiate and carry out this empathy process. Nevertheless, the following phases require the support and involvement of all stakeholders in the company.
AB - Design Thinking (DT) is widely used to drive innovation in companies. DT consists of five phases: empathy, define, ideation, prototype, and test. However, companies often skip the empathy process and go directly to the ideation phase. It is because empathy cannot immediately solve problems, is time- and resource-consuming, and is hindered by the cognitive bias that companies believe they already know what users or customers want. This article presents the process of empathy in five cases of Design Thinking (DT) projects in Indonesia carried out by postgraduate students who have worked in the companies for years. The projects discussed are a bank's marketing plan for ultra-micro entrepreneurs, the development of an online community platform by a software development company, the creation of tourist attractions in a forest area by the government tourism agency, the creation of an online ecosystem for the footwear industry by the government, and the development of a digital e-contract by a state-owned enterprise. We conducted a comparative case study analysis to examine the empathy process in meeting user needs and achieving innovation in these projects. This article argues that optimizing the empathic process in DT can lead to innovation. However, this empathic phase should continue through the ideation, prototyping, and testing phases. An individual who works in a company can initiate and carry out this empathy process. Nevertheless, the following phases require the support and involvement of all stakeholders in the company.
KW - Design Thinking
KW - Empathy
KW - Innovation
KW - Persona
KW - User needs
UR - http://www.scopus.com/inward/record.url?scp=85175824115&partnerID=8YFLogxK
U2 - 10.1145/3604571.3604572
DO - 10.1145/3604571.3604572
M3 - Conference contribution
AN - SCOPUS:85175824115
T3 - ACM International Conference Proceeding Series
SP - 1
EP - 6
BT - Asian HCI Symposium 2023, Asian CHI 2023 - Proceedings
A2 - Sari, Eunice
A2 - Sari, Eunice
A2 - Ghazali, Masitah
A2 - Tedjasaputra, Adi B.
PB - Association for Computing Machinery
Y2 - 28 April 2023
ER -