Designers are users’ advocates. They should be able to understand users’ needs and to design solutions that will not only solve their problems, but also meet their needs and go beyond their expectations.
In order to do that, designers should be able to empathise with their users and serve as their voice. By putting themselves in the users’ shoes, they will be able to understand the common needs that users have, and the common problems that they encounter when using a product or a service. These insights can be developed into opportunities for innovations, to build continuous knowledge, identify opportunities, uncover needs, reveal their challenges and figure out what factors influences the users’ journey.
These are core skills for those who work in the UX field, and designers are becoming more and more aware of the need of feeling closer to their users.
This intense desire of feeling empathy, might generate a disruption in their practice: designers tend to lose their focus, and to see themselves as the real end users; moreover this behaviour might be the cause of a lack of alignment of the team members to objectives that direct them towards user outcomes.
With this talk I aim to provide tips on how to avoid these issues, telling stories from real case studies that belong to current and previous work experiences.
These stories will help the audience to understand what are the best methods to enable designers to empathise with their users and when to use them.
I’ll describe how important is to adopt User Centered Design methodologies like Design Thinking to keep all the team members on the same page; finally I’ll explain how and with who else designers should be able to develop empathy in order to be successful in their work, since users are important, but we don’t have to forget that we work with other human beings like developers and business people.