The Power of Empathy

By Kori Solomon

In my last article, we spoke about the 5 stage process associated with the Design Thinking (DT) methodology. Let’s take this opportunity to dive deeper and understand a bit more about the first of those five steps - empathy.

So, what is empathy anyway? As solution architects, we have a responsibility to identify not just an answer to a problem, but most importantly the right one. Oftentimes, companies attempt to provide a ‘solution’ for their customers and potential clients, only to realize that they have not addressed the issue, as the customers or users have no interest in using it. Can this be considered a solution? Not by DT’s standards.

Creating solutions can be very tricky and sometimes a tedious task, especially when trying to achieve business goals. So how do we effectively create solutions? This is where empathy in the Design Thinking process gets a chance to shine.

Empathy is the first step in the design thinking process and a very critical one. Before jumping in, I’d quickly like to point out that empathy and sympathy are very different. Simply put, empathy fuels connections, while sympathy drives disconnection. Empathy is really feeling with people, understanding their challenges and pain points by stepping into their shoes. It's about identifying their pain points and investigating what products or experiences can improve their circumstances. Assumptions are your enemy and can be easily dismissed by way of observation and engagement.

Now that we have a definition for empathy, let us examine a real life problem. Consider the many challenges surrounding public transportation in the corporate areas of Jamaica and how it affects people on a daily basis. Many of us may be aware that those who travel daily using these services have a long wait time; sometimes spending as much as two hours before being able to board their specific bus. 

In order for a solution seeker (remember not only designers use the DT process) to truly grasp the full concept of these challenges; experiencing, observing and communicating with a traveler; is the only way to receive unfiltered data. This would have to be done, not only from the main transportation center, but also from various bus stops around the city. We would need to factor in various times of the day, weather conditions and the performance of the actual buses - anything that impacts the commute. Understanding all these factors from firsthand engagement means that you can empathize with your users, which allows you to come up with the most effective solutions that your users can appreciate.

So in conclusion, rarely, what makes something better is a response. What makes something better is a connection. Understanding a problem is derived from, connecting with the user you are solving for, through direct observation and engagement. Throw away all assumptions and step into your user’s shoes, if you truly want to achieve empathy. 

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’Define’ in User Experience Design