Design Thinking - Module 2 - Empathy & Problem Framing - Dr. Rohan Dasgupta

Empathy and
Problem
Framing
Module No. 2
Dr. Rohan Dasgupta

2.1. User Empathy in Design Thinking

User Empathy in Design Thinking
● User empathy means deeply understanding the needs, feelings, experiences, and
challenges of the people you are designing for; from their point of view, not yours.
● It’s not just about asking users what they want; it’s about immersing yourself in their
context, observing their behavior, and uncovering unspoken needs or pain points they
may not even articulate.
● The goal is to move from "I think this is what they need" to "I understand what they truly
need and why."
● It’s short, visual, and drives home that empathy is about experience, not assumption.

Key aspects of user empathy in design thinking:
● Human-centered mindset – Focus on real people, not abstract "end-users."
● Active listening – Hear what they say, and pay attention to what they don’t say.
● Observation – Watch how they interact with products, services, or environments in real
life.
● Immersion – Experience their situation firsthand if possible, to truly understand it.
● Emotional connection – Understand how they feel in different moments of interaction.
● Uncovering hidden needs – Identify problems or desires they might not consciously
express.

In design thinking, user empathy typically happens in the Empathize stage, where designers
use techniques and tools like:
➔ Observation
➔ Interviews
➔ Shadowing
➔ Empathy maps
➔ Journey maps

2.2. Techniques: Observations, Interviews, Shadowing

Empathy Techniques: OBSERVATION
● Observation in design thinking is about seeing what they do, and not just believe
whatever they say
● Good design starts with seeing the truth of the user’s world.
● Purpose:
○ Uncover real behaviors, needs, and pain points.
○ Bridge the gap between "what people say" and "what they actually do".

● Steps to Apply Observation:
○ Define the focus – know what you want to learn.
○ Go to their environment – observe in real context.
○ Watch quietly – avoid guiding or influencing actions.
○ Capture details – note actions, expressions, body language.
○ Spot patterns & surprises – both are valuable insights.

● Techniques to Apply Observation:
○ Shadowing – follow the user through a process.
○ Fly-on-the-wall – watch without interacting.
○ Contextual inquiry – observe and ask clarifying questions.
○ Photo/video logs – with consent, capture moments for review.

● Tips for Better Observation:
○ Look beyond the obvious.
○ Note environmental factors.
○ Pay attention to workarounds or "hacks".
○ Be curious, not judgmental.

Activity: FIELD OBSERVATION
1. Choose the observation: your friends / siblings / parents / teachers / train or bus
commuters etc.
2. Prepare an observation checklist before starting:
a. User actions: What tasks are people doing? Any repeated actions?
b. User emotions: Facial expressions, body language — happy, frustrated, confused?
c. Objects/tools used: What items are being used? Any improvised tools?
d. Environment: Lighting, noise, accessibility, comfort level
e. Barriers: Any moments of delay, confusion, or difficulty?
3. Observation time: 10 - 15 mins
4. Synthesis:
a. 3 surprising things you noticed
b. 2 possible user needs they could infer from their observations
c. 1 “How might we…?” question that could lead to a design solution

Empathy Techniques: INTERVIEWS
● Interview in design thinking is about hearing their story and discovering their needs
● Great design starts with listening to understand, not to reply.
● Purpose:
○ Gain deep insight into user experiences, motivations, and pain points.
○ Capture personal perspectives and uncover hidden needs.

● Steps to Conduct Effective Interviews:
○ Prepare, but stay flexible – plan open-ended questions.
○ Create comfort – build rapport to encourage honesty.
○ Ask open-ended questions – invite detailed responses.
○ Dig deeper – use follow-up questions to explore why.
○ Listen actively – pay attention to words, tone, and emotion.
○ Record & review – take notes or record (with permission) for accuracy.

● Techniques to Apply Observation:
○ Storytelling prompts – ask for real-life experiences.
○ Five whys – keep probing for root causes.
○ Non-directive probes – let the user lead the conversation.
○ Silence – allow pauses to encourage more sharing.

● Tips for Better Interview:
○ Avoid yes/no questions.
○ Don’t lead the user to your assumptions.
○ Use body language that shows attentiveness.
○ Combine interviews with observation for richer insight.

Activity: INTERVIEW
Objective:
To practice short, focused empathy interviews and uncover deeper needs, motivations, and
challenges of a user
Instructions:
STEP 1 - Pair Up
One person will be the Interviewer, the other the Interviewee.
You will switch roles halfway through the activity.
STEP 2 - Scenario
You are designing a better campus space (for eg. classroom, lab, library, canteen, common
room, gym etc.). Select any one.
Your goal: Understand the real needs, frustrations, and desires of students who use the chosen
campus space)

Activity: INTERVIEW
Instructions (continued):
STEP 3 - Conduct the Interview
1. Start with an open-ended question:
"Tell me about the last time you studied in the campus library."
2. Use the 5 Whys technique:
- After each answer, ask "Why?", "Why is that important?", or "Can you tell me more?"
- Keep digging until you uncover deeper motivations and feelings.
3. Tips for Interviewers:
- Listen more, talk less.
- Don't judge or interrupt.
- Avoid leading questions (e.g., "Don't you think the chairs are uncomfortable?").
4. Take short notes in the table below

Activity: INTERVIEW
Instructions (continued):
STEP 4 - Switch Roles
After 5 minutes, switch interviewer and interviewee roles.
STEP 5 - Quick Reflection
Write down:
- One surprising insight you discovered.
- One deeper reason behind a user's need

Tool: NOTES TABLE
Q.1. Tell me about the last time you visited the <campus space/>
Why #1
Why #2
Why #3
Why #4
Why #5
Name of Interviewee: _______________________________________________________________________
Campus Space: _____________________________________________________________________________
Surprising insight: _____________________________________________________________________________
Deeper reason behind user’s need: _____________________________________________________________
________________________________________________________________________________________________

Empathy Techniques: SHADOWING
● Shadowing in design thinking is the act of “walking in the users’ shoes and living their
experience and seeing it through their eyes.
● Designing effectively for someone requires one to experience their pain points first hand.
● Purpose:
○ Experience the user’s journey firsthand.
○ Understand real-life contexts, routines, and challenges.
○ Reveal subtle behaviors and needs that interviews & observations might miss.

● Steps to Conduct Shadowing:
○ Set a clear goal – decide what process or activity you want to observe.
○ Gain permission – ensure the user is comfortable with your presence.
○ Follow naturally – stay close enough to see, far enough to not disrupt.
○ Note actions & reactions – record details of what they do, when, and how.
○ Ask clarifying questions – only when natural pauses occur.
○ Reflect & review – identify insights and patterns after the session.

● Techniques:
○ Silent shadowing – observe without speaking.
○ Interactive shadowing – occasionally ask about decisions or steps.
○ Role-playing shadowing – try performing tasks alongside the user.

● Tips for Effective Shadowing:
○ Blend in with the environment.
○ Watch for unspoken cues like body language and facial expressions.
○ Pay attention to environmental factors.
○ Be respectful of the user’s space and comfort.

2.3. Empathy Tools: Empathy maps, journey maps

Empathy Tools: EMPATHY MAPS
What is an empathy map?
● A visual tool for understanding users.
● Developed collaboratively by design teams.
● Captures what users say, think, do, and feel.
● Goes beyond demographics and profiles.
● Organizes user insights from research.
● Provides a shared understanding of the user.

Structure of an Empathy Map
● User or persona placed in the center.
● An empathy map is divided into four main quadrants.
○ Says: direct quotes or statements.
○ Thinks: unspoken beliefs or worries.
○ Does: observable behaviors or actions.
○ Feels: emotions, moods, and attitudes.

Example of an Empathy Map (Student & Online Learning)
● Says: “I find it hard to focus in long classes.”
● Thinks: “Am I really learning anything here?”
● Does: Multitasks, scrolls phone during lectures.
● Feels: Frustrated and sometimes anxious.
● Motivation: Wants better learning experience.
● Insight: Online delivery needs to be engaging.

How to Build an Empathy Map
● Choose a user segment or persona.
● Collect data via interviews or observation.
● Write insights as short, clear statements.
● Place insights into Says, Thinks, Does, Feels.
● Look for patterns and contradictions.
● Summarize key needs and pain points.

Why Use Empathy Map?
● Brings clarity to complex user insights.
● Helps teams align on a shared view of the user.
● Identifies gaps in understanding.
● Encourages deeper discussions about user needs.
● Useful for reframing problems accurately.
● Provides input for idea generation.

● What are the user’s motivations?
● What are the deeper insights?

Jamie’s Core Motivations
● Wants to buy a TV that is reliable, good
quality, and suited to personal needs.
● Seeks to make an informed decision
without wasting time.
● Motivated by a desire for confidence, trust,
and assurance before making the purchase.
● Hopes to find something that feels worth
the money and “awesome.”

Deeper Insights:
● Jamie feels overwhelmed by too many
choices and technical jargon (acronyms,
specs).
● Decision-making is slowed by fear of
making the wrong choice and lack of trust
in information sources.
● Needs clear guidance, simplified
comparisons, and reassurance to feel
confident.
● The buying journey is not just
functional—it’s emotional, tied to
confidence, identity, and trust.

Activity: EMPATHY MAPS
● Form groups of 4–6 students
● Select a user scenario (list provided in next slide)
● Each group draws a large empathy map
● Fill quadrants with Says, Thinks, Does, Feels
● Use sticky notes or markers for clarity (optional)
● Present findings in 1–2 minutes each

List of User Scenario to choose from:
● Ordering food online
● Booking cabs online
● Shopping for clothes at a mall
● Visiting a doctor
● Travelling by bus or train
List of User Scenario to choose from:
● Preparing for exam
● Submitting assignments
● Using the college canteen
● Participating in co/extra-curricular activities
● Availing scholarships

SAYS THINKS
DOES FEELS
PAIN GAIN
PERSONA

Activity: Example of Empathy Map
SAYS
“This place is so dirty”
“I’m feeling suffocated here”
THINKS
My clothes are getting soiled
I wish this place was well ventilated
DOES
Finds a spot that’s relatively clean
Uses notebook as a fan
FEELS
Untidy
Uncomfortable
PAINS
Poor hygiene & improper ventilation
GAINS
Regular cleaning & adding fans
Female
Student
visiting
Girls’
Common
Room

Empathy Tool: Journey Maps
● A visual representation of a user’s interaction with a product/service
● Part of the Empathy stage in Design Thinking
● Captures steps, emotions, needs, and pain points
● Tells the story of the user’s experience over time
● Focuses on empathy → not just actions, but feelings
● Helps engineers see from the user’s perspective

Why Use Journey Maps?
● Helps uncover hidden needs & frustrations
● Identifies opportunities for innovation
● Builds empathy and shared understanding in a team
● Highlights gaps between user expectations and reality
● Guides better design decisions

Components of a Journey Map
● User Persona: who is the journey about?
● Phases/Stages: steps of the experience (e.g., searching, buying, using)
● User Actions: what the user does at each step
● Touchpoints: where user interacts with product/service
● Emotions: feelings (positive/negative) along the journey
● Pain Points & Opportunities: areas to improve

Example of a Journey Map
● Scenario: Student using the college library system
○ Stage 1: Searching for a book → Confused, frustrated
○ Stage 2: Finding the book → Hopeful, sometimes disappointed
○ Stage 3: Borrowing → Excited if smooth, annoyed if slow
○ Stage 4: Returning → Neutral or frustrated if late fees
■ Pain Point: System is outdated → Opportunity for app-based system

Steps to Create a Journey Map
● Define the user persona
● Identify stages of their experience
● Map user actions at each stage
● Capture emotions (highs & lows)
● Highlight pain points & opportunities
● Visualize with a diagram/table

2.4. Framing problems: POV statements, HMW questions

Framing Problems
● Guides design process toward meaningful solutions
● Prevents solving the wrong problem
● Narrows broad challenges into actionable opportunities
● Encourages empathy-driven focus
● Creates clarity for teamwork
● Connects Empathy to Ideation

POV Statements
● Clear problem definition rooted in empathy
● Combines user + need + insight
● Human-centered articulation of challenge
● Based on Empathy / Journey maps created using observations / interviews / shadowing
● Keeps team aligned with the real problem
● Example: 'A lady needs a simpler shopping experience because she is overwhelmed by
the choices available in the market.'

How to write POV Statements
● Formula: [User] needs [Need] because [Insight]
● Be specific, not vague
● Focus on the user’s perspective
● Capture the why (i.e. insight), not just the what (i.e. need)
● Based on real empathy data
● Should inspire ideas, not restrict them

HMW Questions
● Reframe POV into opportunity questions
● Always start with 'How might we…'
● Opens space for multiple solutions
● Encourages optimism and creativity
● Example:
○ POV → Lady feels overwhelmed.
○ HMW → How might we make her shopping experience simpler?

How to write HMW Questions
● Broad enough for creativity, narrow enough for focus
● Avoid suggesting a single solution
● Use positive framing
● Create multiple HMWs from same POV
● Examples:
○ 'HMW make it easier for the lady to compare different TVs?',
○ 'HMW make the lady feel more confident about buying a TV?'

Quick Exercise
● POV Statement: Students need awareness of LLM (ChatGPT, DeepSeek etc.) because
using them improperly can lead to mistakes, plagiarism & other academic misconducts
● Write 2 HMW Questions for the above POV Statement

2.5. Design Thinking for Social Impact

Design Thinking for Social Impact
● Human-centered approach to solve societal challenges
● Empathy helps understand marginalized communities
● Encourages co-creation with stakeholders
● Frames problems in terms of needs, not assumptions
● Generates innovative, practical, and sustainable solutions
● Promotes inclusivity and equity in design outcomes

Design Thinking for Social Impact
● Rapid prototyping tests solutions with real users
● Iteration ensures adaptability to changing contexts
● Builds ownership and accountability in communities
● Bridges technology, policy, and people for positive change
● Encourages long-term systemic thinking beyond quick fixes
● Inspires future leaders to create meaningful change

CREDITS: This presentation template was created by Slidesgo, and
includes icons by Flaticon, and infographics & images by Freepik
Thanks!
Do you have any questions?
rohan.dasgupta@aiktc.ac.in
9967569336
https://www.linkedin.com/in/drrohandasgupta/

Design Thinking - Module 2 - Empathy & Problem Framing - Dr. Rohan Dasgupta

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