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2.2. Review of Existing Development Processes
21
foster a focus shift from the functionality to the actual interaction possibilities. The
second technique, extreme characters, substitutes the target group of the product to
be designed for an extreme character. Extreme characters, such as the pope, drug
dealer etc, have exaggerated emotional attitudes that should help to better focus on
the full spectrum of human emotions. The authors argue that everyday prototypical
characters only address the emotions recognized as socially or culturally desirable.
Theses two techniques aim at achieving a greater pool of concepts and ideas describ-
ing the actions and role levels of the product target group. Both techniques o er a
promising starting point for stimulating the user and articulate ideas which are not
at hand. However, the results of these approach is very dependent on the willingness
of the users to extrapolate. Not all kinds of users will be able and willing to imagine
extreme characters doing their job. It is further not clear how realistic the outcome
of such break-out sessions is. However, the strong emphasis on going beyond the
user’s expectations is a radical di erence to the previously discussed methods.
Empathic Design, a form of observational research, has been successfully applied
by corporations and companies for addressing tacit needs and wants of a set of
customers
[
Leonard and Rayport 1997
]
. Empathic design concentrates on viewing
the user doing his everyday activities in his own environment. The fundamental
belief is that knowledge of how customers use products tells companies more than
the customer themselves can. Empathic design cannot be really considered as an
instructive methodology. It proposes that developers observe the user (e.g. a surgeon
performing an intricate surgery by using a television screen to guide his scalpel),
draw their own conclusions (e.g. moving personnel disturbing the surgeon’s view
of the screen), and propose an idea (e.g. replacing the screen by a head-mounted
display). The interesting point is, that the developers create a solution for problems
the user does not necessarily complain about (the surgeon could work with the
temporal occlusion of the screen), but appreciates a solution as soon as it is there.
Accordingly, the user is not the customer paying for a solution, but becomes a source
of knowledge and inspiration for the developer. This gives much more flexibility to
the developer since the user does not have explicit needs that have to be fulfilled.
Instead, the developer can choose among those needs that seem to be most promising
for a radical innovation. Empathic design o ers a promising starting point for going
beyond user’s current needs. But it is certainly di cult to provide users with fully
functional systems.
Scenario-based Design and Happenings as Resources proposes to work out
scenarios in cooperation with the user, that give a more or less comprehensive pic-
ture of his needs
[
Carroll 2000
]
. The overall goal is to better concentrate on user
requirements instead of technical issues. This should reveal the needs of potential
users rather than capabilities of available technologies. This methodology inherently
sticks very close to the user’s needs. Nevertheless, scenarios provide a clear basis for
communicating issues between users and developers. Stimulation of the user is out
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