The Key Ingredient: Empathic Design
What is empathic design? Our idea of a movement – our creative, passionate response to everything that’s gone awry with digital design.
It’s an aesthetic. A point of view that says: We empathize with what people want, and we deliver it in resonant ways. Ways true to your brand that manufacture business value.
- Where digital today intimidates users, we set out to give comfort.
- Where it feels adversarial, we mean to be the user’s ally.
- Where it disenfranchises people, we seek to empower them.
We believe when you make users comfortable, they keep coming back. And that empathy in digital work is not only the proper thing, but the profitable thing.
Empathic design informs every Design for People project. Look for it in every pixel, every comma, every creative choice. Use it to drive greater loyalty with customers. Deeper relationships with employees.
Learn more about our empathic design approach at The Empathic Design Institute.
Interested in how we can bring empathic design into your project? View our services.
“The best way to connect with people is to care enough about them to understand how they feel and what they want to accomplish.”
Empathic design has five principles.
Be mindful.
Every design element is chosen for a good reason. Every aspect of the piece supports user success.
Be transparent.
The user gets your motive and agenda. No misdirection or subterfuge.
Take the user’s side.
We intuit the user’s needs and priorities. We design experiences that satisfy, with values and features that reinforce confidence.
Be pleasing.
Classic design is always simple and memorable. We reinforce clear wayfinding, clear language, clear and quick outcomes.
Be easy.
The user’s path to a high-value result is always evident. People get there without conscious decoding or consideration.
