Empathy in UX — 3 steps to design a product users love
Learn until we become them. Inspired by the Script Writing Course at my 18.
I am not sure if I am trivializing the Empathize process in Design Thinking or Screenplay process in movie making or both. — Vigneshwaran Gopalan
What is empathy?
7 years ago, when I studied in Script Writing, just like every storyteller in the world, the first word I learned is: Empathy.
Empathy is about spontaneously and naturally tuning into the other person’s thoughts and feelings, whatever these might be. In a word, can we create characters that audience feels connected to?
In the context of product design or user experience design, can our products engage users? Do we know their frustrations and pains, their habits and desires?
It’s incredibly difficult.
We have our own thoughts, sensations and emotions. Setting them down to pick up someone else’s can be overwhelming. That’s why we tend to start with solving problems of our own and be ourselves’ hero.
However, as the product evolves, we will realize that we want to engage a lot more people, not just ourselves.
At that time, we might need to put ourselves in someone else’s shoes, and maybe more than one people.
Being a product designer gives me the opportunity to be someone else, seeing things through their eyes.
Awake empathy in 3 steps
Everyone has the ability to connect with others. The question is how to apply it in product design. I found the 3 steps helpful:
Step 1. Take the time to learn about users
Empathy is an abstract concept, but we can build it through research and learning. The first answer we need to find out is:
- Who are they?
To answer this question in qualitative, quantitative, attitudinal and behavioral perspective, Persona+Interview+Data lays a solid foundation.
- Persona. On top of the textbook answer, focus more on the vulnerable parts, which means, their limitation regarding the goals in the current situation. These will transfer into the opportunities, where our product comes forward to be the hero.
- Interview. The persona analyzed are just our imagination so far. Talking with real people can ensure the fidelity and reveal the undiscovered.
- Data. This is to make sure the target audience is representative enough. Make use of any kinds of data from field research or desk research.
Step 2. Practice empathy mapping in each design decision
We now have a few groups of the target audience in mind now. Before making any design decision, big or small, ask and hear their voices:
- What would A says, does, thinks, does and feels?
- What would B says, does, thinks, does and feels?
- …
I felt overwhelmed in the beginning. But I practiced, it eventually happened only in a snap of a finger.
To know more about empathy mapping, read about what Nelson Norman says about it.
Step 3. We are never ready.
We are never ready, but we go when we feel ready enough and we keep digging to improve. There is always more to know about people and people are always changing.
Empathy isn’t enough!
However I say about the magic of empathy, it isn’t enough.
Empathy ensures us a playground to start, but we still need testing to bring the user satisfaction to the next stage.
Just like writing a screenplay, we never know how our audience likes it, until we see their face while they are watching.
Good luck splitting yourselves!
