Leadership Today by Joan Marques & Satinder Dhiman

Author:Joan Marques & Satinder Dhiman
Language: eng
Format: epub, pdf
Publisher: Springer International Publishing, Cham

Design Thinking

Empathy in work organizations and especially in “design thinking ” has come to also acquire a meaning of deliberately creating empathic experiences by putting oneself in the position of the end user and imagine their feelings, thoughts, and needs in order to design suitable solutions. Design Company IDEO offers empathic artifacts, stories, and experiences to their clients, helping them understand their end users and change their organizational culture to maintain empathy. For this, designers and clients immerse in the user’s experience by living in similar conditions (i.e., IDEO asked 35 employees of a pharmaceutical company take on a patient’s profile and “live” for a month like them taking mock injections and documenting their experiences in order to understand the pain points of a weekly injectable drug53) or experience specifically constructed analogous experiences (i.e., IDEO simulating the conditions of a restaurant where customers would eat in the kitchen and the food would be delayed without explanation to allow hospital employees understand their patient’s experience54).

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