There are four main approaches to interaction design: user-centered design (UCD), activity-centered design, systems design, and genius design (Saffer, 2010). Although each strategy has different roots, they all seek to design products and services for the end user(s). I would like to argue for a fifth perspective on design: empathetic design, a notion that shouldn’t be confused with empathic design, a synonym for the afore-mentioned user-centered design. No longer is it enough to grasp user needs and preferences, to understand their behavior, or to study the usage context. Web designers must empathize with users: to be able to understand with their feelings. For example, though some may disagree with it, white decor in hospital rooms makes me feel isolated and lonely. Why not add some natural wood shelving or paint the walls bright yellow?
Saffer (2010) touched upon this concept by stating “design research helps give designers empathy with users.” (Saffer, 2010, location 1653). Other interaction designers seem to be latching on to the same ideology. Larry Tesler argues that good interaction designers have “true concern for the comfort and happiness of other people, including your users and your teammates” (as quoted by Saffer, 2010, location 2404). David Kelley explained, “We want to try to develop empathy for people, see what they value as humans and try to use that to come up with big ideas…” (as quoted by Mike Antonucci, 2011).
Evidently empathy in design has existed for some time, but one can make the case that it deserves to be better integrated into the process. Recently, Apple has come under fire from people with vision and balance problems for ignoring the effects of some of their apps, such as Time Machine and the newly released iOS 7. Were the company to have adopted an empathetic approach to their design strategy, they would have chosen a different design, possibly allowing users to turn off aspects that have gotten in the way of accessibility.
Similarly, web services must demonstrate and encourage empathy. It is through these actions that websites change and improve the experience (Pink, 2007). In a YouTube video, Pink (2007) remembered a time when he approached a long cafeteria line. Before he stressed out too much he noticed a sign which read, “Don’t worry. This line moves quickly.” His nerves calmed, he decided to stay in line, which ended up moving much faster than he originally thought. By acknowledging the emotional impact our products and services have on users, we keep “the best interests of others at heart” (Saffer, 2010, location 4232). How have you employed empathetic design into your digital asset management interface?
Antonucci, M. (2011). Stanford Magazine – Article. Stanford Alumni. Retrieved September 14, 2013, from http://alumni.stanford.edu/get/page/magazine/article/?article_id=28380
Pink, D. (2007). Pecha Kucha: Get to the PowerPoint in 20 Slides. Retrieved from http://www.youtube.com/watch?v=9NZOt6BkhUg
Saffer, D. (2010). Designing for interaction: creating innovative applications and devices (Kindle, 2nd ed.). Berkeley, CA: New Riders.