Overlapping Spaces of Empathy
After reading on Vinegar Hill it became clear how important the Jefferson School is as an institution that as the Design Thinking article by Brown states serves “as a system of overlapping spaces rather than a sequence of orderly steps” whereby all members of a community are afforded a space regardless of their race, economic standing, relevance to profits, relevance outside of the human-centered model, or any other demographic distinction. Vinegar Hill’s history as an illicit alcohol market, as a Midway Hospital during the U.S. Civil War for the confederates, as a Midway school for white students, as the Jefferson School for African-American students up until 8th grade, as the Jefferson School that educates African-American students through high school, as the center for commerce for the local, African-American community, as a meeting point for the desegregation movement, as a place of “urban renewal” with the intention of economic and racial segregation, as a tool to engineer a space that displaced African-American who inherently have a stake in their place in favor of economic dominance and “modern” business practices, reflects this system of overlapping spaces that eventually ends with the local, African-American community residing at the forefront of a space that they have been buried under by engineered layers of exclusion. Now, Vinegar Hill’s community must offer a space that merges these layers into one that includes all rightful, indigenous claims to that space and reflects this in its institutional design.Â
The Jefferson group brought stakeholders, the African-American community specifically, from residing in the outermost ring of the stakeholder pie into the inner most ring. Even though the African-American community in Charlottesville has a history and inherent stake in their community, the institutions surrounding and determining their success and future did not align with this fact. Through the use of empathic design thinking, these vital stakeholders were brought to their rightful place as members of the inner circle of the stakeholder pie, alongside their white counterparts, as a means to create an institution that caters to all stakeholders rather than dividing stakeholders by importance or relevance using unclear metrics that are riddles with power structures and that aim to erase empathy. The Jefferson school teaches us that the way in which we view stakeholders as various rings of importance, divides members of a community that all have an equal share to the space and to its development must be recognized as such. The way to do so, is to move away from this dart-board like stakeholder diagram with layers of power structures and to create an inclusive, empathic model where stakeholders all reside at the core. Design thinking at its core is about empathy, meaning a consideration to all those (human and non-human) that occupy and make up a certain space or community. As a result, space is required by this fundamental underpinning of design to foster an openness and inclusivity where each distinct member is afforded the ability to develop themselves individually but as a part of a larger community network that supports the equal development of the individual with their relation or place in the larger space in which they reside.Â
The environment is a stakeholder that has been kept on the periphery and continues to be on the outer ring of the stakeholder map in favor of investors or “partners” of whatever institution is being designed. In fact, institutions do not exist in vacuums, as they reside within the physical environment, implying that as stakeholders they should be at the core of the pie. The reason why the environment, like so many other stakeholders, has been kept on the edges of the pie is because of their importance to economics and the capitalist system where money and the ability to produce is valued over all else. In order to design as design is meant to be, one must reconsider this stakeholder map as one consisting of one central circle that includes everything physical and non-physical relating to the space in which a given institution will reside.Â
The IDEO team and their approach to reinvigorating Shimano’s static business model, widened the stakeholder map from one that centers around the higher-end profile of a bike aficionado or an individual with the education and money to afford themselves the opportunity to purchase one of Shimano’s bikes. What about those who do not bike regularly, who are not looking for technical specifications for a mountain bike because they don’t care or aren’t “knowledgeable” about the subject, who cannot afford the high prices, who need a bike as a form of transportation, who see a bike as a product that is completely different from the image that Shimano is projecting onto its customer base and feeding through its product base? IDEO broke down this limited, central stakeholder image that Shimano crafts and feeds, and replaced it with one that is boundless, one that includes the “average” consumer who does not match Shimano’s ideal customer image and may even go against it entirely. IDEO found that the childhood memories associated with a bike are lost when replaced with Shimano’s static customer profile, so they re-integrated this childhood sentiment into the core of their design process going forward. What resulted is a “huge untapped market” that began to unfold itself before IDEO, where a human-centered or empathic approach replaced a static vision set out by Shimano’s claim to their share of the economic pie. The path that lead IDEO to redevelop Shimano’s product base and customer base, is a non-liner one that takes on a number of twists and turns. Each twist and turn offers a new problem and solution, a new set of stakeholders unconsidered previously, until through experimentation and empathy a light is reached at the end of the winding path that shines down on all individuals who are inherent stakeholders in Shimano whether they like it or not. Institutions such as Shimano, occupy spaces mentally and physically that must have an empathic approach to design, not for the sake of driving free-market growth, but for the sake of replacing a static image of humanity with one that is empathic and inclusive of all its residents.Â