From the course: Empathy in UX Design

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Empathy for customers and users

Empathy for customers and users

From the course: Empathy in UX Design

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Empathy for customers and users

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Empathy is certainly a buzzword in business these days. But unfortunately, while some of these references to corporate empathy may be real, oftentimes, the references end up being hollow marketing speak. The truth is, however, that a company's current commitment to empathy for customers or users of their products matters. I recently did work for an organization that was at their wits' end after learning of tremendous frustration with their rollout of a new system. Before the system had been developed, the universe of users comprised of less than 200 people nationwide, were using a hodgepodge of systems to take care of some detailed interactions and were often emailing documents back and forth in a completely unstructured way. Sure, it was a bit clunky, but over the years, processes have been developed and the work had gotten done. Without any user input, the stakeholders determined that since they wanted a better and more accurate record of all the interactions, they would create a…

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