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Empathy and Business Transformation Due to its potential transformative nature, empathy has increasingly received atten tion in business, psychology, neuroscience, education, medicine, social sciences and design, to mention only a few. During the last two decades, discussions about the role of empathy in design and creative research and practice have developed, with empathy perceived as a key instrument in human-centred design and design thinking. This book revisits the powerful concept of empathy in the new post- pandemic era in which ubiquitous digitalisation presents challenges to retaining human-centredness when developing products and services. The book presents a practical four-step approach to the challenges presented concerning how organisations can turn from merely feeling empathy with or for people, to actions of empathy and compassion that can be implemented with and by communities. A wide range of organisations and organisational settings can benefit from the presented case studies and research methods. Through them, the book explores how to discover, share and act with empathy and compassion in the new digitally driven post-pandemic era to innovate across a wide range of organisations, including for-profit and not-for-profit businesses and those in the public and third sectors. This edited volume will appeal to global researchers in the fields of product and service design and digital, social innovation, as well those interested in organisational development. The practical, interdisciplinary nature of the book and innovative four-step approach will also appeal to upper-level students. Melanie Sarantou is an adjunct professor in social design and senior researcher at the University of Lapland, investigating how arts and narrative practices impact marginalised women in communities in Namibia, Lapland, Russia and Australia. Her current research focuses on the role of arts in societies that exist on the margin of Europe in the European Commission-funded Horizon 2020 project titled ‘Action on the Margin: Arts as Social Sculpture’. Satu Miettinen is professor of Service Design at the University of Lapland, Finland, with research interests spanning the themes of design methods in engaging with the Arctic region, service design methods for inclusion, the participatory development of services and socially responsible art and design methods. Empathy and Business Transformation Edited by Melanie Sarantou and Satu Miettinen First published 2023 by Routledge 4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 605 Third Avenue, New York, NY 10158 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2023 selection and editorial matter, Melanie Sarantou and Satu Miettinen; individual chapters, the contributors The right of Melanie Sarantou and Satu Miettinen to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record has been requested for this book ISBN: 978-1-032-13076-7 (hbk) ISBN: 978-1-032-13078-1 (pbk) ISBN: 978-1-003-22755-7 (ebk) DOI: 10.4324/9781003227557 Typeset in Bembo by Taylor & Francis Books Contents List of figures viii List of tables x List of contributors xi Acknowledgements xvii 1 Introduction 1 MELANIE SARANTOU AND SATU MIETTINEN SECTION A The role of creativity and the arts in creating empathy: Step 1: Create connections for generating empathy 13 2 ‘We really have quite a lot to say …’: Fostering agency of youth with asylum-seeking backgrounds by arts-based methods and dialogue as actions of empathy 15 ENNI MIKKONEN AND KATRI KONTTINEN 3 Encouraging empathy in creative tourism 31 TATIANA KRAVTSOV, MARIA HUHMARNIEMI AND OUTI KUGAPI 4 Empathy in digital participatory artworks 44 KATJA JUHOLA, MARIJA GRINIUK AND SMARANDA-SABINA MOLDOVAN 5 Collaborative art and storytelling as an empowering tool for social design 60 DARIA AKIMENKO, MELANIE SARANTOU AND SATU MIETTINEN vi Contents SECTION B The role of stories in creating empathy: Step 2: Create emotional insights 77 6 Building empathy in a digital business through Love and Break-up Letters 79 ROSANA VASQUES, MIKKO KORIA AND MARIA CECILIA LOSCHIAVO DOS SANTOS 7 Comprehending the lenience on academic assessment regulations through university students’ emotional insights in Tanzania 92 ALBERT TIBAIJUKA AND LUDOVICK MYUMBO 8 Building trust with storytelling: Dialogues and encounters in the Arctic 104 CAOIMHE ISHA BEAULÉ AND MARI VIINIKAINEN 9 Imagine this! Storytelling, places and empathy 119 JUHA ISO-AHO, NINA LUOSTARINEN AND PEKKA VARTIAINEN 10 Telling the story: How arts-based methods can create space for empathy in students and teachers in the postcolonial university design context 135 MICHELLE OLGA VAN WYK SECTION C The role of design in creating empathy: Step 3: Wayfinding and initiating action with beneficiaries 147 11 Empathic perspective to understand people’s experiences in the service prototyping context in Chile 149 MIRA ALHONSUO AND MARILUZ SOTO HORMAZÁBAL 12 Benefits and challenges of designer empathy work in multidisciplinary collaboration 164 TARJA PÄÄKKÖNEN AND MARINA BOS-DE VOS 13 Towards a more empathic organization: An exploratory case study of a multinational manufacturing corporation 181 KRISTA KORPIKOSKI 14 Design, empathy and autonomy: Reflections on theory and practice 197 Contents vii BRUNA MONTUORI, MARIA LUIZA VIANA, ROSANA VASQUES AND MARIA CECILIA LOSCHIAVO DOS SANTOS 15 Materiality as a mediator of empathy through culture-based product design for tourism 212 HEIDI PIETARINEN, EIJA TIMONEN AND MELANIE SARANTOU SECTION D The role of technology in creating empathy: Step 4: Scaling up empathic action 229 16 Human or nonhuman agent? Experiences of empathy in a digital customer tourism journey 231 PÄIVI HANNI-VAARA 17 Capitalising on empathic actions: Design principles of digitally transforming business processes 246 YANGYANG ZHAO AND TIMOTHY K. CRAIG 18 Empathy and delivery cyclists 262 EDUARDO RUMENIG SOUZA, LUIZ E. P. B. T. DANTAS, ROSANA VASQUES, ANDRÉ CASANOVA SILVEIRA AND MARIA CECÍLIA LOSCHIAVO DOS SANTOS 19 AI innovations, empathy and the law: A user-centric perspective on copyright and privacy 277 ROBERT VAN DEN HOVEN VAN GENDEREN, ROSA MARIA BALLARDINI AND MARCELO CORRALES COMPAGNUCCI Index 291 Figures 1.1 Process for empathic action through cross-disciplinary and creative approaches to find solutions to societal and organisational needs 7 2.1 The ‘camp’ consisted of multiple communal, embodied and symbolic exercises 21 2.2 Visual expressions of social and environmental interconnectedness 24 3.1 Birch bark weaving workshop, in outdoor environment, August 2020, Rovaniemi 33 3.2 Birch bark weaving workshop, December 2020, Gallery Napa, Rovaniemi 37 4.1 (From top right, clockwise) Hugo Pena during a tree connection; Smaranda-Sabina meditating under the white willow; screenshots during ISEAS 2020 50 4.2 Territory by Marija Griniuk (2018). Video still 53 5.1 Process of making life mandalas on cotton textile circles with acrylic paint 65 5.2 Installation of the three-dimensional spiral made of the life mandalas stitched together 66 5.3 A process for creating empathy by Daria Akimenko (2016) 71 6.1 Name and logo change from Kassi to Sharetribe and Kassi website and user’s feedback page 80 6.2 Bubble graph evidencing users’ positive feelings for Sharetribe 83 8.1 Snippets from Arto and Marina’s footage were used in one of the workshops on Sámi food culture that covered smoking meat in the lavvu, lake fishing, and making fish and potato soup 110 8.2 Optimal cooperation through accompaniment: dialogues, relationships, empathy, trust and storytelling 113 9.1 Screenshot from Google Maps to demonstrate the number and location of all the Rural Explorer stories 120 9.2 The story production process 128 10.1 The six stages of the story from the hero’s journey, as defined by Joseph Campbell in 1973 139 Figures ix 10.2 ‘Colours, Numbers and Names’—Digital story by Michelle van Wyk 140 11.1 Details of the five online workshops 154 11.2 The workshop template in an online Miro board, which introduces the exercises 156 11.3 ‘Prototyping through Empathic Insights’ framework 159 12.1 Designer empathy work co-evolves with identity work and boundary work 173 13.1 Event listing of the major events and customer-centric development actions of the organization during 2005–2014 188 15.1 Surveillance camera covered with reindeer fur; small and finished hanger; headphones covered with reindeer fur; keeping the cold out with underwear or shoe insoles made of reindeer fur 217 15.2 Taking control of one’s personal space, for example, by mounting reindeer antlers on the back of a scooter (‘Stay away!’) or attaching antlers to one’s waist (‘Don’t touch me!’); play and humour in product design: a crystal ball, boys’ play swords, a skateboard, a mask and pogo stick 222 16.1 Digital experiences of empathy with a human or nonhuman 237 17.1 Stakeholders and needs 253 17.2 Workflow map of a typical project 254 17.3 High-level requirements for the request control system 256 17.4 Example of a communication interface for one request 257 18.1 Adolfo’s customised mountain bike and Juan’s e-bike 268 18.2 A DPc enjoys the free space among the protesters to make tricks and stunts with his bicycle during the BrequedosApps in Paulista Avenue, denoting new uses of the bicycle, body and urban space 272