管理溝通中移情的應用

One of the most important aspects of any great design is the empathetic understanding of and connection to the user. If a design is ‘selfish’, as in when a product designed with the designer in mind and not the user, it will ultimately fail because it does not provide a solution to a very real and present problem.

任何偉大的設計中最重要的方面?NE是的同情理解和連接到用戶。 如果設計是“自私的”，例如在設計產(chǎn)品時考慮的是設計師而不是用戶，那么它最終將失敗，因為它不能為非常現(xiàn)實和當前的問題提供解決方案。

同情vs同情 (Empathy vs sympathy)

In my experience, it is common to find that people confuse empathy with sympathy. Although the two are close in their meaning there are some vital differences. Let me explain.

以我的經(jīng)驗，人們常常將同情與同情相混淆。 盡管兩者含義相近，但仍存在一些重大差異。 讓我解釋。

Photo by Icons8 Team on Unsplash由Icons8團隊在Unsplash上??拍攝的照片

This is Linn. Linn has just found out her relationship is over after 5 years. She is distraught and in shock. Imagine you are her friend and Linn had just told you what had happened. Now, an empathetic response to this situation would be to ‘feel’ with Linn, see through her eyes and put yourself in her shoes. You might say “I am so sorry, Linn, but I am happy you told me”. There is no judgement, there is no look on the bright side rhetoric, just open-armed empathy and understanding. Alternatively, a sympathetic response would go something like “Oh Linn, never mind! There are plenty more fish in the sea” or “Chin up, Linn. He wasn’t good enough for you anyway!”.

這是林恩。 Linn剛剛發(fā)現(xiàn)她的關系在5年后就結束了。 她心煩意亂，震驚不已。 假設您是她的朋友，而Linn剛剛告訴您發(fā)生了什么事。 現(xiàn)在，對這種情況的移情React是對Linn感到“感覺”，透過她的眼睛看，然后將自己穿上鞋子。 您可能會說：“我很抱歉，Linn，但很高興您告訴我”。 沒有判斷力，沒有正面的措辭，只有開放的同情心和理解。 另外，一個有同情心的React會像“哦，林恩，沒關系！ “海里還有很多魚”或“林恩，振作起來。 無論如何，他對你來說還不夠好！”。

Even though both responses have the ultimate goal of feeling better, empathy shows a much deeper feeling and understanding of someone’s problems, making them feel like they are not alone, and listening rather than telling. Sympathy conveys a sense of superiority and pity more than understanding and inevitably makes the people feel worse.

即使兩種回應的最終目標都是讓自己感覺更好，但同理心會表現(xiàn)出更深刻的感受和對某人問題的理解，使他們覺得自己并不孤單，并且傾聽而不是訴說。 同情比理解更能傳達出一種優(yōu)越感和憐憫之情，不可避免地使人們感到更糟。

設計感 (Empathy in Design)

Here is how the Interaction Design Foundation defines empathy;

這是交互設計基金會如何定義同理心的；

“In a general sense, empathy is our ability to see the world through other people’s eyes, to see what they see, feel what they feel, and experience things as they do. Of course, none of us can fully experience things the way someone else does, but we can attempt to get as close as possible, and we do this by putting aside our own preconceived ideas and choosing to understand the ideas, thoughts, and needs of others instead.”

“總的來說，同理心是我們通過他人的眼睛看到世界，看到他們看到的東西，感覺到他們的感受并在做事時體驗事物的能力。 當然，我們誰也無法像其他人那樣充分地體驗事物，但是我們可以嘗試盡可能地接近他人，而我們通過拋棄自己的先入為主的想法并選擇理解他人的想法，思想和需求來做到這一點。而是其他人。”

In a design sense, empathy is a deep connection and understanding of the target user, their needs and their problems, with the aim of providing a tailor-made solution. On top of this, it is about truly understanding their desires and forcing yourself to see the world from the user’s eyes. When empathy is used in the design process, it is often found that new ways of seeing a problem open up.

從設計的角度來看，同理心是對目標用戶，他們的需求和問題的深入連接和理解，旨在提供量身定制的解決方案。 最重要的是，要真正了解他們的需求，并強迫自己從用戶的眼中看到世界。 在設計過程中使用同理心時，通常會發(fā)現(xiàn)發(fā)現(xiàn)問題的新方法。

設計思維的移情 (Empathy in design thinking)

As I am sure you know empathy is the first stage in the 5 stage process of design thinking, with the others being Define/Ideate/Prototype and Test. Design thinking is a design approach led by the notion that design should be a non-linear process, it should challenge the norms and assumptions laid down in the past as well as provide innovation and solutions to real problems. It is best used when you are designing for a problem that is ill-defined at the outset, or even completely unknown. Uncovering problems that are hidden is one design thinking’s great strengths.

我敢肯定，您知道移情是設計思維五個階段的第一步，其他階段是定義/想法/原型和測試。 設計思維是一種設計方法，其思想是設計應該是一個非線性過程，它應該挑戰(zhàn)過去制定的規(guī)范和假設，并為實際問題提供創(chuàng)新和解決方案。 當您針對一開始就無法明確定義甚至完全未知的問題進行設計時，最好使用此方法。 發(fā)現(xiàn)隱藏的問題是一種設計思想的長處。

21世紀的移情與設計 (Empathy and design in the 21st century)

Empathy is an important thread running through modern design processes. The world continues at a faster rate. Environments morph year on year, human behaviour is becoming more erratic. Globalisation has given us a world much smaller than it used to be; all the while being a more complicated one. As the world changes so must designers, focusing on world problems in a human-centric way.

移情是貫穿現(xiàn)代設計過程的重要線索。 世界繼續(xù)以更快的速度發(fā)展。 環(huán)境逐年變幻，人類行為變得越來越不穩(wěn)定。 全球化給我們提供了一個比過去小得多的世界。 一直以來都是比較復雜的。 隨著世界的變化，設計師也必須以人為本的方式關注世界問題。

為什么同情對成功的企業(yè)至關重要 (Why empathy is vital to a successful business)

Design thinking is a process that values empathy and human-centric design. They go hand in hand in guiding designers to put aside their own assumptions so that they can gain insight into the user’s needs from the users perspective. Yet what about other needs that affect whether or not a product is successful?

設計思維是一個重視移情和以人為本的設計的過程。 他們齊心協(xié)力指導設計師摒棄自己的假設，以便從用戶的角度洞悉用戶的需求。 然而，影響產(chǎn)品是否成功的其他需求又如何呢？

The success of a design can be measured from three parameters. Of course, one of them is human-centric. We refer to this as the desirability of the product. The viability of a product measures success from a business standpoint and finally, feasibility measures success from a technological standpoint. A product will not simply make a profit on its own (viable) nor is it good enough that a product can be made (feasible). If a product is not desirable to the targeted user then there is no hope for it. Succeeding in anything less than all of these areas will result in a failure of the product eventually. The only way we can design a desirable product is to truly understand and feel people’s needs with a human-centred, empathetic approach.

設計的成功可以從三個參數(shù)來衡量。 當然，其中之一是以人為本。 我們將其稱為產(chǎn)品的理想性。 產(chǎn)品的生存能力從商業(yè)角度衡量成功，最后，可行性從技術角度衡量成功。 一個產(chǎn)品不會簡單地作出自己的(可行)利潤也不是足夠好的一個產(chǎn)品可以制成(可行)。 如果目標用戶不希望使用某種產(chǎn)品，那么就沒有希望了。 成功的領域比所有這些領域都要少，最終將導致產(chǎn)品故障。 我們設計理想產(chǎn)品的唯一方法是，以人為本，善解人意的方法真正理解并感受到人們的需求。

In business, the empathetic design is logical. It is of the highest importance for a business to invent solutions to actual problems (even hidden problems). The last thing a business wants is to invest heavily in a product design that solves a problem that doesn’t exist.

在商業(yè)中，善解人意的設計是合乎邏輯的。 對于企業(yè)而言，發(fā)明針對實際問題(甚至是隱藏問題)的解決方案至關重要。 企業(yè)希望做的最后一件事是對解決不存在的問題的產(chǎn)品設計進行大量投資。

設計失敗 (Design failure)

Photo by NeONBRAND on UnsplashNeONBRAND在Unsplash上??拍攝的照片

One of the examples of this was ‘Facebook Home’. In 2013, Facebook attempted to expand its iron grip in the social media scene with the design of an app that turned the user’s phone home screen into a fully-fledged Facebook news feed. It is safe to say that it did not land well. The UI was clunky and illogical, there were no customisation options and worst of all, it didn’t solve a problem. In fact, it created more problems for the user. Less than a year after its initial release, Facebook Home was withdrawn from sale.

其中一個例子是“ Facebook主頁”。 2013年，Facebook嘗試通過設計一款應用程序來擴大其在社交媒體領域的吸引力，該應用程序將用戶的手機主屏幕轉變?yōu)槌墒斓腇acebook新聞源。 可以肯定地說，它降落得不好。 用戶界面笨拙且不合邏輯，沒有自定義選項，最糟糕的是，它無法解決問題。 實際上，這給用戶帶來了更多問題。 在首次發(fā)布不到一年的時間里，Facebook Home退出了銷售。

設計成功 (Design success)

Photo by Charles Deluvio on UnsplashCharles Deluvio在Unsplash上??拍攝的照片

The design of Spotify was a seminal moment in my life and a great example of human-centred design and problem-solving. In fact, one can argue that Spotify’s design solved a problem of how we consumed music before most of us realised it was even there. A great marker that design thinking was utilised in its creation. Previously, songs and albums were bought individually for download or physically at a record store. The mediums on which we owned music were many and cost high due to physical manufacturing and shipping costs. Spotify solved all those problems by streaming all the music you could ever need and more, straight to your device, from the cloud for one reasonable monthly fee. No storage issues, manufacturing costs and all in one place. A heavenly combination of accessibility and value.

Spotify的設計是我生命中一個開創(chuàng)性的時刻，也是以人為本的設計和解決問題的一個很好的例子。 實際上，可以說Spotify的設計解決了一個問題，即在我們大多數(shù)人還沒有意識到之前，我們就如何消費音樂。 設計思維在其創(chuàng)作中得到了很好的體現(xiàn)。 以前，歌曲和專輯是單獨購買的，以供下載或從唱片店購買。 由于物理制造和運輸成本，我們擁有音樂的媒體很多而且成本很高。 Spotify通過以合理的月費從云端將您可能需要的所有音樂以及更多音樂直接從云中流式傳輸?shù)皆O備中，從而解決了所有這些問題。 沒有存儲問題，制造成本也都集中在一處。 無障礙獲取和價值的天堂組合。

綜述 (The round-up)

Empathy is important in design because, as designers, it gives us fresh eyes to view a problem. It allows us to truly understand the needs of the user without our own hangups affecting our judgement. It allows us to design solutions that are viable, feasible and desirable that ultimately becomes a success because they solve a very real problem, whether we know it is a problem yet or not.

同情心在設計中很重要，因為作為設計師，同情心使我們有新的眼光去觀察問題。 它使我們能夠真正了解用戶的需求，而不會因我們自己的困擾而影響我們的判斷。 它使我們能夠設計可行，可行和可取的解決方案，這些解決方案最終會成功，因為它們解決了非常實際的問題，無論我們是否知道這是一個問題。

Originally published at https://mattwnewman.com on April 22, 2020.

最初于 2020年4月22日 發(fā)布在 https://mattwnewman.com 上。

翻譯自: https://uxdesign.cc/the-importance-of-empathy-in-design-adfae7635459

管理溝通中移情的應用

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