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A few ways to gain empathy
- 1. This is quick way to gain some perspective. You can do online research to see what people are saying in reviews of similar products or services. Scroll through social media, product and service reviews in business areas similar to yours; what do they like? What don't they like? What would they like to see different? What suggestions do they have? How are they using the product? What is their experience? Using our bookstore as a model, do an online search for a bookstore in your area. Here is one outcome we found: Online Research
- 2. Interviews/Focus Groups Directly engaging in conversations with users is another tool for understanding thoughts, emotions, and motivations. There are many techniques and tools for interviewing. Asking probing, good questions is at the start. All techniques involve really listening and finding patterns in things people are telling you. When interviewing for empathy follow these keys: Ask why Never say "usually" when asking a question Encourage stories - "tell me more about..." Look for inconsistencies Pay attention to non verbal cues Silence is OK and a good tool Don't lead by suggesting answers to questions Ask question that don't imply a bias Don't ask yes or no questions Capture the information (use photos, notes, recordings)
- 3. Immersion and Observation It is extremely valuable to observe your users in action. This can be as simple as watching them them while they interact with your product or service, or to literally be a user yourself and go through exactly what your user does, either in your own business or a similar business. One popular technique to use with observation is What-How-Why? This tool will help understand what the customer can't or won't tell you. You observe the customer to help analyze. What - jot down the details of what is going on and what is happening. Use adjectives and be as specific as possible. How - here you detail how the person is doing what they are doing. Are they moving quickly? Are they smiling? Why - write down why the customer is doing what they are doing? Why this particular way? (based on your observations)