AMY WEATHERUP

Contributed Articles

Harnessing Empathy To Scale A Healthtech Startup During The COVID-19 Pandemic: A Case Study Of myICUvoice, A Communication Tool Designed For Critical Care

NADYA POHRAN University of Cambridge & SympTech Ltd TIMOTHY BAKER SympTech Ltd SIMON PULMAN-JONES Emergence Now AMY WEATHERUP AJM Enterprises This case study explores the scaling experience of an early-stage healthtech startup company called myICUvoice. During the Covid-19 pandemic, myICUvoice rapidly scaled from a single intensive care environment to being widely used nationally (UK) as well as globally. We explore why and how so many volunteers were motivated to donate their time and expertise to help scale this early stage startup. Specifically, we examine the roles that empathy played throughout the scaling process. There are three distinct types of empathy that we have identified in our story: em-pathos, empathetic understanding, and mass-empathy. These each had a distinct role in driving the startup forward. Importantly, we note that human-centered design (which often focuses almost exclusively on achieving empathetic understanding) will immensely benefit from considering the multiple types, and multi-faceted...

From ‘Cool Science’ to Changing the World: The Opportunity to Support Pre-startup Science Commercialization through Ethnography and Human-centered Design

SIMON PULMAN-JONES Emergence Now AMY WEATHERUP AJM Enterprises Introducing an emerging context for human-centered design work, this paper extends previous EPIC literature on startup innovation upstream into university science commercialization. It provides new perspectives on how the human-centered design community can engage with scientific models of agency to inform broader engagement with the innovation and design challenges inherent in ‘intelligent’ technologies, and offers the challenge of engaging with and developing empathy for the dispositions of scientist innovators as a new vantage point from which to reflect on our core strength as facilitators of cross-disciplinary collaboration for innovation and design....