1. The new 70's outside their homes (building a visualisation map) 2. Before i go to sleep project (what’s on your bedside table?)

1. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Designing an
immersive empathy
experience
Raquel Félix
Jan/Feb 2016
So… i’m going to
walk on someone’s
shoes!

2. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
STEP 1
RESTATE YOUR CHALLENGE
1.Designing new experiences
for the modern 70 year old
outside there homes.
2.Before i go to sleep project.
Designing better bedside tables.

3. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
STEP 2
IDENTIFY QUALITIES
Physical: Constant pain. Having some trouble walking long distances and
doing some movements.
Cultural: Finding their “tribe”. No easy access to information about the
places or people they might identify to (they don’t know if they even exist
beyond their neighbourhood).
Emotional: Not feeling old. They don’t identify with stuff for old people
(with what exists for them). Lot’s of free time (what to do with it?). Being
independent. Frustration related with some physical limitations and the
way they are stereotyped.
Complexity: Wanting to do things but what, where? (Things and stuff that
don’t make them feel old or infantilised).

4. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
STEP 3
BRAINSTORM EMPATHY EXPERIENCES
1
The frustration
experience
2
The shopping
experience
3
The physical pain
experience
4
The cafe
experience
5
The free time
experience

5. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
STEP 4
PICK ONE TO DESIGN - I will try to design them all
1. Frustration experience - I will cancel a date at the last moment (something that i really wanted to
do), imagining that it happened because of an emerging pain on my back and i can’t get out
because of it. - (challenge 1)
2. The shopping experience - I will go shopping at “A loja do avô” (The grandfather’s store) and buy
a sticker and check around what’s there for the 70’s (i want to be aware of the customer service,
how they handle it over there, what do they say and how). - (challenge 1)
3. The physical pain experience - I will walk around the neighbourhood with tape on my knees
wondering for how long and how far i can go in this conditions (be aware of ongoing
psychological mood). I will also limit my moments when trying to read in bed and reaching for my
bedside table. (challenge 1 and 2)
4. The cafe experience - I will go to Fernanda’s cafe and mix myself with the usual customers (they all
have between 66 and 80) and i will try to be there like one of them (understanding social
engagement and community awareness). - (challenge 1)
5. The free time experience - I will stay home with no internet and figure out what to do with my free
time for 24h (to be awareness of having free time with no distractions around). - (challenge 1 an 2)

6. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
STEP 5
EMPATHIZE AND LEARN
Taking notes… feeling the
moment with the “a-ah”
moment notebook’s help
and friends!
To be continued…