In the design knowledge system, the word “empathy” can be seen everywhere.
1. The definition of empathy
From the user’s point of view, empathy is a people-oriented, human-oriented way of thinking that meets the needs and preferences of users. To put it simply, empathy is a way of communication from the perspective and position of the person who understands the person’s inner feelings objectively, and conveys this understanding to the person. There is a good opinion in psychology. If you want to get the favor of the other party, you may ask her for a little favor.
In actual work, we always say that we should start from the needs themselves, so what are their own needs? So, let’s talk about Maslow’s hierarchy of needs first:
- Physiological needs : also known as the lowest-level and most advantageous needs, such as food, water, air, libido, and health.
- Safety requirements : It is also a low-level requirement, which includes personal safety, life stability, and freedom from pain, threats or diseases.
- Social needs : higher-level needs, such as the needs for friendship, love, and affiliation.
- Respect for needs : higher-level needs, such as achievement, fame, status, and promotion opportunities. The need for respect includes not only the personal feeling of achievement or self-worth, but also the recognition and respect of others for oneself.
- Self-actualization needs : The highest-level needs, including those for the highest realm of life, truth, goodness and beauty. Therefore, the first four needs can be met, and the highest-level needs can be generated one after another. It is a derivative demand, such as self-realization. Realize your potential and so on.
2. Characteristics of empathy
The basis of empathy is observation. Our goal is to find customer needs to create products. Customers don’t even know their wishes, or in some cases solve customer’s difficult expectations, due to being locked in an old mindset. , So I’m not familiar with the possibilities offered by the new technology. Empathy design relies on users instead of traditional market research observations. It relies on consumers’ inquiries to avoid possible biased investigations and problems.
3. The application of empathy in life and work
1. Umbrellas with umbrella covers
Do you think umbrella covers are both troublesome and indispensable? How many umbrellas can you find its original cover? This umbrella is to solve this problem. It is divided into two parts, one part is used to control the closed umbrella, and the other part is used to hold the umbrella cover.
2. Umbrellas that can be erected
Another worry about the umbrella is that it is difficult to be leaned against the wall (the same as the clothes rail), so Nendo designed its umbrella handle into an open semi-triangular shape so that it can be easily placed against the wall. Can be hung on the corner of the table.
3. Standing chopsticks
It is not hygienic for chopsticks to be placed on the table top. When cutting the end of the dish to be thinner, it will not touch the table top.
4. Cute owls
On the landing page of Readme, when you enter the password, the cute owl on it will cover your eyes, conveying a sense of security to the user in the process of entering the password. Let this “wall” that prevents users from directly experiencing the product become more caring, and use the image of “selling cute” to reduce the user’s negative emotions when logging in.
5. Entry and exit stamps
Japanese airports originally used a circle and a square to indicate the difference between entry and exit. The form is simple and easy to use, but the designer Masahiko Sato redesigned the entry and exit stamp in a more “warm” way: the entry stamp is a direction. The plane on the left, the departure chapter is a plane to the right.
6. The magical effect of Coca-Cola bottle
Coca-Cola Vietnam has launched a multi-functional bottle cap set to help reuse Coke bottles, which is loving and environmentally friendly.
With such a beautiful design, I can’t help but think about life.
4. How to cultivate empathy?
In the era of sharing economy where everyone participates, empathy also requires routines. It is easy to produce false appearances just based on imagination. In many cases, we only know what the user really “needs” only when it happens, so we have to simulate, simulate, and preset a situation.
An Internet practitioner said, “I think the best way is to find a way to become a user.” Users are made up of people with different characteristics. Not only do they have all kinds of labels, but they are also constantly in the loop. It’s in a state of change.
5. Summary
Finally, share a little easter egg related to it.
The design concept of curiosity psychology and hiding method : the more you want to show, the more you want to hide it intentionally. Use everyone’s curiosity to arouse people’s interest by hiding certain parts of things, and let them be attracted by their own design. If this process touches people’s hearts, they may involuntarily want to experience our space and products, which may attract more attention.
