{"id":3318,"date":"2020-04-27T09:18:27","date_gmt":"2020-04-27T08:18:27","guid":{"rendered":"https:\/\/bcoaching.online\/?p=3318"},"modified":"2020-05-21T17:52:51","modified_gmt":"2020-05-21T16:52:51","slug":"mapa-empatije-i-persona-alati-dizajnerskog-razmisljanja","status":"publish","type":"post","link":"https:\/\/bcoaching.online\/sr\/mapa-empatije-i-persona-alati-dizajnerskog-razmisljanja\/","title":{"rendered":"Mapa empatije i Persona \u2013 alati dizajnerskog razmi\u0161ljanja"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/bcoaching.online\/sr\/dizajnersko-razmisljanje\/\"><strong>Dizajnersko razmi\u0161ljanje<\/strong><\/a> poma\u017ee u re\u0161avanju kompleksnih problema kroz nelinearni postupak koji u osnovi tra\u017ei razumevanje korisnika, odnosno empatiju, kako bi se dovele u pitanje pretpostavke, redefinisao problem i zatim generisalo inovativno re\u0161enje koje se validira sa korisnicima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S obzirom da je problem koji sere\u0161ava retko problem dizajnera, preduslov za njegovo uspe\u0161no re\u0161avanje je duboko razumevanje korisnika, empatija, odnosno odgovori na pitanja ko je korisnik, \u0161ta su korisnikove potrebe, koje je okru\u017eenje i koji je kontekst u kome korisnik zadovoljava ovu potrebu. Najbolja re\u0161enja dolaze iz razumevanja i najboljih uvida u ljudske potrebe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prvi korak na ovom putu je istra\u017eivanje, i to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Posmatranje korisnika,<\/li><li>Razgovar sa korisnicima,<\/li><li>Biti korisnik, odnosno staviti se u ulogu korisnika.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Dobro istra\u017eivanje treba da otkrije razmi\u0161ljanja i pona\u0161anja korisnika: \u0161ta \u017eele, \u0161ta vrednuju, \u0161ta \u010duju iz svoje okoline, a \u0161ta sami govore, kako se pona\u0161aju, koje su njihove potrebe, kako se ose\u0107aju, \u010dak i kada se to razlikuje od onoga \u0161to govore ili rade. Uvide posebno vredne za re\u0161avanje problema nije lako uo\u010diti, jer istra\u017eiva\u010di nesvesno zanemaruju, odnosno, filtriraju odre\u0111ene informacije, zato je neophodno otvoriti \u010detvore o\u010di, slu\u0161ati i gledati bez ocene i osude i pitati, pitati, pitati. Pa jo\u0161 malo pitati, biti iskreno zainteresovan i slu\u0161ati, aktivno. Istra\u017eivanje korisnika, kao i sinteza rezultata su, idealno, grupne aktivnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mapa empatije<\/strong> je odli\u010dan alat za sintezu rezultata istra\u017eivanja, jer poma\u017ee da se dobijeni podaci organizuju, grupi\u0161u i zajedno pretvore u jedinstveni sveobuhvatni pogled na korisnika i njegove potrebe. Na taj na\u010din se prepoznaju uvidi vredni za dalji rad na re\u0161avanju problema.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na internetu je dostupan veliki broj razli\u010ditih, jednostavnijih i kompleksnijih, \u0161ablona koji se mogu koristiti u ovu svrhu, ali svako zapravo mo\u017ee napraviti svoju Mapu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prostor za rad (npr. bela tabla ili list papira ve\u0107eg formata) podeli se na \u010detiri celine koje predstavljaju \u010detiri oblasti:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u0160ta govori?<\/li><li>\u0160ta radi?<\/li><li>\u0160ta misli?<\/li><li>\u0160ta ose\u0107a?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">U centru se postavlja korisnik, predstavljen ilustracijom i\/ili par osnovnih informacija. Oko njega se \u010detiri oblasti popunjavaju informacijama dobijenim u istra\u017eivanju. Naravno, misli (odnosno verovanja, ube\u0111enja) i ose\u0107anja nisu mogla biti direktno opa\u017eena, ve\u0107 istra\u017eiva\u010di zaklju\u010duju na osnovu opa\u017eenih verbalnih i neverbalnih znakova. Dodatno se mogu izdvojiti oblasti \u0161ta vidi, \u0161ta \u010duje \u2013 kao uticaj okoline, odnosno konteksta.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"619\" height=\"259\" src=\"https:\/\/bcoaching.online\/wp-content\/uploads\/2020\/04\/image-26.png\" alt=\"\" class=\"wp-image-3320\" srcset=\"https:\/\/bcoaching.online\/wp-content\/uploads\/2020\/04\/image-26.png 619w, https:\/\/bcoaching.online\/wp-content\/uploads\/2020\/04\/image-26-300x126.png 300w\" sizes=\"(max-width: 619px) 100vw, 619px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Primeri \u0161ablona Mapa empatije: <a href=\"http:\/\/www.nngroup.com\">www.nngroup.com<\/a>; Dave Gray, xplain.com from <a href=\"http:\/\/www.gamestorming.com\">www.gamestorming.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mapa empatije uklju\u010duje i identifikovanje potreba i uvida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Potrebe se identifikuju iz obrazaca ili kontradiktornosti koje su opa\u017eene u mapiranju istra\u017eivanja, to je zapravo ono \u0161to je korisniku fizi\u010dki ili emotivno neophodno. Prepoznate potrebe \u0107e pomo\u0107i da se bolje defini\u0161e problem, ali je va\u017eno identifikovati ba\u0161 same potrebe, ali ne prejudicirati re\u0161enje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uvidi su nelogi\u010dnosti ili iznena\u0111uju\u0107e \u010dinjenice opa\u017eene u mapiranju koje tako\u0111e vredi identifikovati, jer poma\u017eu u definiciji problema.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ovako kreirana mapa empatije daje dubok uvid u korisnika, kontekst oko njega i njegove potrebe, odnosno ono \u0161to je neophodno posti\u0107i da bi se dizajnerskim razmi\u0161ljanjem re\u0161io problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mapa empatije \u010desto je prvi korak ka stvaranju <strong>persona<\/strong>, fiktivnih predstava tipova korisnika zasnovanih na istra\u017eivanju. Kao arhetip, persona je nalik na sliku prave osobe, a zapravo personifikacija nalaza istra\u017eivanja koja u sebi objedinjuje odlike i pona\u0161anja odre\u0111ene kategorije korisnika relevantne za problem koji re\u0161avamo. Persona je alat koji se koristi u procesu ideacije, da se olak\u0161a komunikacija na putu ka pronala\u017eenju re\u0161enja, da se postave prava pitanja i na njih daju dobri odgovori: npr. Kako bi <em>Petar, Ana, Marija<\/em> (persone) reagovali na, do\u017eiveli xxx?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personu defini\u0161u:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ime, slika;<\/li><li>Detalji o obrazovanju, porodici, na\u010dinu \u017eivota; interesovanja, vrednosti, ciljevi, potrebe, ograni\u010denja, \u017eelje, stavovi i obrasci pona\u0161anja;<\/li><li>Opis svakodnevice ili tipi\u010dnog pona\u0161anja relevantnog za problem koji se re\u0161ava, kao i pri\u010da koja \u0107e personu u\u010diniti \u017eivom, a ne pukim proizvodom istra\u017eivanja.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Dobra persona se lako mo\u017ee zamisliti u razli\u010ditim okru\u017eenjima i scenarijima. Grafi\u010dki se mo\u017ee se organizovati u razli\u010ditim formama \u2013 postoje gotovi \u0161abloni koji se mogu preuzeti sa interneta, ali se sadr\u017eaj mo\u017ee organizovati po sopstvenom naho\u0111enju. Neke kompanije fokusirane na korisnike figure svojih persona u pravoj veli\u010dini dr\u017ee u poslovnom prostoru, da zaposlene svakodnevno podse\u0107aju na korisnike.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Dizajnersko razmi\u0161ljanje poma\u017ee u re\u0161avanju kompleksnih problema kroz nelinearni postupak koji u osnovi tra\u017ei razumevanje korisnika, odnosno empatiju, kako bi se dovele u pitanje pretpostavke, redefinisao problem i zatim generisalo inovativno re\u0161enje koje se validira <a class=\"mh-excerpt-more\" href=\"https:\/\/bcoaching.online\/sr\/mapa-empatije-i-persona-alati-dizajnerskog-razmisljanja\/\" title=\"Mapa empatije i Persona \u2013 alati dizajnerskog razmi\u0161ljanja\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":139,"featured_media":3316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53,28,60],"tags":[],"class_list":["post-3318","post","type-post","status-publish","format-standard","has-post-thumbnail","category-design-thinking-sr","category-online-izdanje","category-primenjeni-biznis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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