{"id":19747,"date":"2017-12-15T18:54:40","date_gmt":"2017-12-15T13:24:40","guid":{"rendered":"https:\/\/blog.resellerclub.com\/?p=19747"},"modified":"2025-10-24T12:42:48","modified_gmt":"2025-10-24T12:42:48","slug":"empathy-in-web-design-the-what-the-how-and-the-why","status":"publish","type":"post","link":"https:\/\/www.resellerclub.com\/blog\/empathy-in-web-design-the-what-the-how-and-the-why\/","title":{"rendered":"Empathy in web design: The What, the How and the Why"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you\u2019ve read some of my previous articles, you\u2019ve probably noticed my obvious love for Psychology and my constant endeavour to highlight the psychology in other areas like marketing, development, testing etc. The more I\u2019ve explored these areas, the more you\u2019ve read about it on the ResellerClub blog \ud83d\ude42<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This time, I\u2019ve been drawn to empathy in design.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-19867\" src=\"\/blog\/wp-content\/uploads\/2017\/12\/The-Client-Service-Issue-in-a-Virtual-Workplace.jpg\" alt=\"\" width=\"900\" height=\"565\"><\/p>\n<p><b>What is empathy in design?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Empathy, in the way we know it, is the understanding of another\u2019s emotions. Empathy in web design is a design centric approach to paying attention to the user\u2019s feelings towards a product. It\u2019s understanding what the user really <\/span><i><span style=\"font-weight: 400;\">feels <\/span><\/i><span style=\"font-weight: 400;\">and <\/span><i><span style=\"font-weight: 400;\">thinks <\/span><\/i><span style=\"font-weight: 400;\">about your product. The focus is on user\u2019s needs, &#8211; feelings, experiences &amp; outcomes. This also includes difficulties they may face, how long they take to reach a desired goal, ease of navigation etc.<\/span><\/p>\n<p><b>Why is empathy necessary?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Empathy helps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase open-mindedness<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reduce bias <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collaborate with other research participants and<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Accept &amp; validate your own observations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Empathy helps improve user experience through observation and analysis of the user\u2019s experience of your product. You can greatly improve the designs you create if you empathize, giving you an edge over competitors. <\/span><\/p>\n<p><b>How should you empathize?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The process of empathizing in design follows certain steps:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Step 1: <\/span><b>Observe<\/b><span style=\"font-weight: 400;\">: Take time to observe the users of your product in their natural environment. While you\u2019re observing, keep in mind the things to record like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ease of use of the product<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Usability of the product<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How long the user takes to reach his\/her desired goal<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Problems the user faces<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Methods &amp; approaches <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Alternative solutions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s take an example where you are the user, I am the designer, developer, tester. Say, I gave you a website like <\/span><a href=\"https:\/\/www.canva.com\/\"><span style=\"font-weight: 400;\">Canva <\/span><\/a><span style=\"font-weight: 400;\">and asked you to create an invitation for a brunch party you were to host, I\u2019d observe things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If the navigation was easy enough to guide you to the templates for the invitations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If you are able to upload images of your choice<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If the \u2018crop photo\u2019 option was easy to locate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If you satisfactorily created an invite you liked<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Step 2: <\/span><b>Capture Data<\/b><span style=\"font-weight: 400;\">: Observation brings us to step 2 of the process which is capturing data or recording your observations. This could be through audio or video recordings or even simply, notepad records. The purpose of this step is only to <\/span><i><span style=\"font-weight: 400;\">capture <\/span><\/i><span style=\"font-weight: 400;\">data and not to analyse just yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continuing with the Canva example, here I as the developer would capture data like:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Were the template options too many?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Was it causing you confusion?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Time taken to find the \u2018Upload image\u2019 button<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Time it took you to successfully create an invite<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Step 3: <\/span><b>Analyse<\/b><span style=\"font-weight: 400;\">: In this step, analyze the data you collected in step 2. This step is important to understand the user\u2019s needs, emotions &amp; pain points. Take time to see problems from all perspectives and not rely entirely from yours alone. This step is the most crucial in empathy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the data I captured in Step 2, I\u2019d analyse in the following manner:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I notice it took you 20 seconds to find the \u2018Upload image\u2019 option. It could be that the option is either not visible, cluttered with other buttons or the icon I\u2019ve used does not convey an action of \u2018upload\u2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019d also look at my data and analyse other problem areas. These questions might help:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How does the problem encountered affect the user?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do other users face the same issue?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What needs to change to avoid this issue?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How does this issue affect our goal?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Step 4: <\/span><b>Brainstorm for solutions<\/b><span style=\"font-weight: 400;\">: Brainstorming is a free-flowing exercise of tossing about ideas and solutions in a given setting with a given group. This step follows the \u2018Analysis\u2019 step where the empathizing takes place. The idea is now that you\u2019ve empathized, look for solutions to address the user\u2019s pain points. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that I\u2019ve identified your pain point with the \u2018Upload image\u2019 button, I\u2019d brainstorm with possible solutions to make the button more prominent by:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Changing the colour of the button to make it stand out<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Changing the icon<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Placing the button away from other buttons<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Step 5: <\/span><b>Execute<\/b><span style=\"font-weight: 400;\">: Now that you\u2019ve got the solutions, it\u2019s time to put it into test. This step involves bringing the ideas from the previous step into action. The previously discussed solutions are put to the test. According to Leonard and Rayport (in <\/span><a href=\"http:\/\/iic.wiki.fgv.br\/file\/view\/LEONARDO%3BSpark+Innovation...DesignHBRv75i6nov-dec_97.pdf?__hstc=246535899.1289f84a362c41b80e5e8776d3502129.1435233910711.1436979988826.1437043884259.45&amp;__hssc=246535899.3.1437043884259&amp;__hsfp=4289683868\"><span style=\"font-weight: 400;\">Spark Innovation Through Empathic Design<\/span><\/a><span style=\"font-weight: 400;\">), there are three distinctive reasons for conducting prototype testing in an empathic design approach: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">clarification of the core concept of the product for the development team<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">enabling the team to share the current design with those who do not work in the functions covered by that particular team<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the potential for further improvements once tested with real consumers and following discussions with the target users<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once I\u2019ve figured my solutions to the problem, I execute the action plan I decided in Step 4. I run it past some more users to identify if the time taken to find the \u2018Upload images\u2019 button reduced. If so, I\u2019ve successfully managed to identify, capture, analyse, brainstorm &amp; come up with an empathetic solution for your problem.<\/span><\/p>\n<p><b>Conclusion: Is Empathy Enough?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">But is empathy enough? Empathy along with design thinking is being touted as one of the key characteristics that sets designers apart. There\u2019s no doubt the two are important but empathy is only <\/span><i><span style=\"font-weight: 400;\">one <\/span><\/i><span style=\"font-weight: 400;\">&nbsp;step in the greater design process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Empathy could lead to flawed design is if used as the <\/span><i><span style=\"font-weight: 400;\">only <\/span><\/i><span style=\"font-weight: 400;\">guideline. This is because, empathy based only on a few users\u2019 experiences of the product or in an unnatural environment could give you results that might not be applicable for other users. It\u2019s important to have your point of view as well. Probably get other researchers involved as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best type of designs combine the understanding of a user\u2019s needs within a particular context &amp; with an opinionated viewpoint.<\/span><\/p>\n<h2>Reseller Club Hosting Services<\/h2>\n<p><a href=\"https:\/\/www.resellerclub.com\/reseller-hosting\">Reseller Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/windows-reseller-hosting\">Windows Reseller Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/cloud-hosting\">Cloud Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/vps-hosting\">VPS Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/managed-vps-hosting\">Managed VPS Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/dedicated-server-hosting\">Dedicated Server Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/windows-dedicated-server-hosting\">Windows Dedicated Server<\/a> | <a href=\"https:\/\/www.resellerclub.com\/managed-dedicated-server-hosting\">Managed Dedicated Server<\/a> | <a href=\"https:\/\/www.resellerclub.com\/shared-hosting\">Linux Shared Hosting<\/a> | <a href=\"https:\/\/www.resellerclub.com\/windows-shared-hosting\">Windows Shared Hosting<\/a><\/p>\n<div class=\"fb-background-color\">\n\t\t\t  <div \n\t\t\t  \tclass = \"fb-comments\" \n\t\t\t  \tdata-href = \"https:\/\/www.resellerclub.com\/blog\/empathy-in-web-design-the-what-the-how-and-the-why\/\"\n\t\t\t  \tdata-numposts = \"10\"\n\t\t\t  \tdata-lazy = \"true\"\n\t\t\t\tdata-colorscheme = \"light\"\n\t\t\t\tdata-order-by = \"social\"\n\t\t\t\tdata-mobile=true>\n\t\t\t  <\/div><\/div>\n\t\t  <style>\n\t\t    .fb-background-color {\n\t\t\t\tbackground:  !important;\n\t\t\t}\n\t\t\t.fb_iframe_widget_fluid_desktop iframe {\n\t\t\t    width: 100% !important;\n\t\t\t}\n\t\t  <\/style>\n\t\t  ","protected":false},"excerpt":{"rendered":"<p>If you\u2019ve read some of my previous articles, you\u2019ve probably noticed my obvious love for Psychology and my constant endeavour to highlight the psychology in other areas like marketing, development, testing etc. The more I\u2019ve explored these areas, the more you\u2019ve read about it on the ResellerClub blog \ud83d\ude42 This time, I\u2019ve been drawn to<\/p>\n","protected":false},"author":40,"featured_media":19861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1367],"tags":[5199,5191,5195,261],"hashtags":[],"class_list":{"0":"post-19747","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-design","8":"tag-empathetic-design","9":"tag-empathy","10":"tag-empathy-in-web-design","11":"tag-web-design"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Empathy in web design: The What, the How and the Why<\/title>\n<meta name=\"description\" content=\"Is empathy in web design necessary? 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