INT335 Unit 2: Empathy, Observation and Problem Identification Vocabulary Flashcards

Vocabulary flashcards covering key definitions, frameworks, research methods, and case study lessons from INT335 Unit 2 (Empathy, Observation and Problem Identification).

Empathy (in Design Thinking)

The ability to understand another person's feelings, experiences, motivations, frustrations, and goals by seeing the world from the user's point of view.

Sympathy

Feeling for someone from a distance (e.g., 'Poor first-years, getting lost must be awful') without experiencing or understanding their situation as they do.

Compassion

Empathy combined with the explicit decision and commitment to take action to create a change.

The 'You Are Not the User' Trap

The mistake of assuming you know what users want because you are a user yourself, which incorrectly turns your personal experience into the entire sample.

Computational Empathy

The application of empathy to software development by designing systems—often using artificial intelligence—that understand and respond to human emotions and behaviour.

User Research

The process of understanding users' needs, behaviours, goals, and challenges before creating solutions in order to reduce assumptions and support evidence-based design decisions.

Qualitative Research

Exploratory research focused on understanding 'why' and 'how' through small, purposive samples (5–20 participants) collecting non-numeric data such as words, behaviours, and emotions.

Quantitative Research

Structured research focused on measuring 'what' and 'how many' through large samples (100+ participants) using numerical data, metrics, and statistical analysis to validate hypotheses at scale.

Field Observation

A research method where designers observe users in their natural environments without interrupting or influencing them, in order to record what they actually do.

AEIOU Framework

A structured observation tool used to systematically study users and their activities from five perspectives: Activities, Environment, Interactions, Objects, and Users.

Activities (AEIOU)

The tasks, actions, and workflows that users perform to achieve a specific goal.

Environment (AEIOU)

The physical or digital space where users perform activities, including environmental factors such as lighting, noise, temperature, space, and technology.

Interactions (AEIOU)

The ways in which users engage with people, products, or systems during an activity.

Objects (AEIOU)

The devices, tools, and physical or digital products used by people during activities.

Users (AEIOU)

The specific individuals whose roles, characteristics, experiences, and behaviours are being studied in context.

What–How–Why Framework

An observation tool that moves from objective observation to deeper inference in three stages: WHAT (observing actions), HOW (analysing process and effort), and WHY (identifying motivations and emotions).

The Five Whys

An interviewing technique where the interviewer repeatedly asks 'why' to peel back surface complaints until reaching the root cause and emotional core of a problem.

Explicit Needs

Needs and requirements directly expressed and clearly articulated by users during interviews or feedback.

Implicit Needs

Unspoken user needs that are not directly articulated but are revealed through field observation, analysis, and understanding user emotions.

Say–Do Gap

The disconnect between what people state or report they prefer in interviews and what they actually choose or do when observed.

User Pain Points

Specific problems, inconveniences, or frustrations users experience when trying to accomplish a goal, spanning process, financial, support, or productivity issues.

User Persona

A fictional representation of a target user grounded strictly in real research data, summarizing demographics, goals, frustrations, needs, behaviours, and a real user quote.

Target Archetype

A broad group or segment of users sharing similar characteristics, behaviours, and needs (e.g., college students or senior citizens) used to segment audiences.

Empathy Map

A synthesis tool that organizes user observations into four quadrants—SAYS, THINKS, DOES, and FEELS—to reveal hidden needs and disconnects.

Problem Statement

A clear challenge framework structured as '[User] needs [need] because [insight]' that frames a user problem clearly without embedding a specific solution.

How Might We (HMW) Questions

Questions that reframe identified user problems into open opportunities for creative solution generation.

Goldilocks Test (HMW Questions)

A criteria test ensuring a How Might We question is framed at the correct scope: neither too broad (e.g., 'improve education') nor too narrow (e.g., 'add a red button').

CoWIN Case Study Insight

A national-scale case study showing that designing for the least-connected user and offering multiple assisted pathways (self, helpdesk, on-site) makes inclusion possible at scale.

Namma Yatri Case Study Insight

A ride-hailing case study in Bengaluru demonstrating that empathising with the service provider (auto drivers) rather than only the consumer yields radical solutions such as zero-commission, open-protocol models.