Practicing Empathy for Human-Centered Design

Empathy is putting yourself in someone else’s shoes to understand the functional and emotional consequences of their experiences.

At PRPL, we encounter unique design challenges that stem from the wants and needs of real people. Whether those are clients, end-users, or co-workers, it’s important as product designers to understand their perspectives and use that knowledge to inform our decisions.

Empathy can become an afterthought without consistent practice. It’s a trait that people should have, so it often goes on autopilot during our day-to-day interactions, rather than being a vital component of the design process. But by investing in empathy building exercises and perspectives, product design teams are doing more than improving their conscientiousness. Empathy helps us to listen, collaborate, and keep up with the future of design.

Here are a few things to keep in mind when trying to tap into your emotional side:

1. You’re not always right.

Empathy causes us to reexamine our beliefs and accept that our perspective doesn’t work for everyone. If we design solely based on our preconceived notions, then we’ll end up making products that frustrate and confuse the people they are intended for.

Here’s one example:

A fellow designer and I were debating the merits of a navigation feature we had designed for a client. The client wanted to go in a completely different direction than what we had created. Based on our research, we didn’t agree.

Instead of trying to prove that we were right, we listened to the challenges they were facing. We sought to understand how the idea they presented addressed their user’s needs. We agreed to design both navigation versions and tested to see which worked best.

We were wrong. Their navigation performed better for their end users. If we did not practice empathy, we would have strained the relationship with the client and closed ourselves off from learning something new.

2. Design isn’t an island.

Product designers have to work in the larger ecosystem of a cross-functional team. Our ability to work effectively depends on understanding our colleague’s jobs.

Being able to see projects through the eyes of fellow specialists makes you better as a designer. Strategists teach us the value of insight, developers help us think systematically, QA specialists consider every angle, and project managers embody the organization, drive, and deep understanding required for successful products.

Empathy in teams always involves a willingness to listen and go the extra mile. By learning the basics of front-end development and presenting your projects at meetings, you’ll better understand what your colleagues experience in their own jobs.

This provides insight to a new perspective, something a designer finds very valuable. To top it off, it also demonstrates to employers that you aren’t only a great designer, but a great colleague.

3. Innovation is driven by people.

We’re inundated with data and articles about how quickly user’s needs change, so it’s a no-brainer to say that ignoring them will make our products obsolete.

Today’s emerging technologies, however, have tangible implications for designers when it comes to empathy. In virtual and augmented reality we have to think of our aesthetic and functional choices in a more immersive way. In the case of some bots and artificial intelligence, we have to design experiences without visuals.

In those cases, we have to understand the users in order to have an effective and valuable conversation through a chatbot, or create an augmented reality experience that facilitates rather than intrudes.

Empathetic design teams will be prepared for emerging technology because they are trained to think of its implications on people. That practical application is what makes product innovations happen.

4. Listening is a priority.

Design leaders should encourage their colleagues to practice listening over speaking, particularly during creative reviews both internally and with clients. They’ll gain insight to more perspectives and know when it’s really the right time to apply their expertise.

5. You will learn the most from others.

At PRPL, we seek cross-functional talent and facilitate company-wide skill sharing. In 2017, that commitment included taking an hour each week for strategists to teach the design team the research process from beginning to end. The benefit was two-fold: we worked better with strategists, and we got equipped with skills that allowed us to gather insights from the users we serve.

How can you learn from those around you, especially those in different positions with different skillsets? They can have the most impactful influence over your designs.

6. If the shoe fits the user (or doesn’t), then say it.

The language you use when offering a design review to a fellow creative should reinforce your empathetic perspective. In addition to critiquing aesthetics and function, embody the user and structure your feedback so that designers are forced to weigh their decisions on the effect they will have on real people.

7. Research, research, research.

Nothing provides insight like being face-to-face with users. Ask to be involved in research and strategy on your projects before design begins to get a more complete perspective. Being present for user-research on a prototype you designed provides invaluable information to inform your future decisions.

Empathy requires consistent work, and it comes easier to some than others. No matter your emotional expertise, this level of understanding can change the way you think as a designer. Empathy will make your work thoughtful, effective, and more engaging for the people using it.