How to Use Empathy in Creating Customer centric Products
Empathy is the foundation for creating products that address the needs of customers. The word customer centric depicts that the product centers around the needs of the customer. These needs are wrapped up in the user’s feelings and experiences. Hence, empathy is an important factor that can drive a better connection of user needs.
What is Customer centric?
Customer centric is a strategy that focuses on providing the best possible experience for the customer. Customer centric businesses place the customer at the center of their operations and ideas. They identify customers' needs, difficulties, and frustrations. They have a thorough understanding of the customer segments to whom they will market their products.
Customer-centric businesses articulate the entire customer journey for a better customer experience. They are focused on increasing customer loyalty and, as a result, their business grows. Customer centric businesses believe that their customers are the primary reason for their existence. For this, they will go to any length to keep the customer satisfied.
What are Customer-centric Products?
A customer-centric product identifies with the pain points of the customer. It also provides solutions to reduce the pain points. For example, an app that reads drug prescriptions for the blind is awesome. It is even better if the app can mention the time of the day so they can know when to take the drug and how many hours they have left to take the drug.
Such a product is not only solving the problem of the blind but also connects with the struggles they face every day and provides solutions in such a way that their frustration is minimized. Designing a product like the one described now is not possible if the designer cannot empathize with the needs of the customer. Hence empathy is the starting point for creating customer-centric products, but what is empathy?
What is Empathy from a Design Perspective?
Empathy is the ability to see things through the lens of another. It is feeling what others are feeling and becoming one with their experience and struggles. In design, empathy helps to create usable solutions because it enables them to feel, give, and identify the pain points of customers.
Empathy is an important phase in the design thinking process. It helps designers set aside their own assumptions about customers. It also allows them to gain deeper insights and new perspectives on what their customers go through.
What is the purpose of Empathy in Product Design?
Product design is more than a set of simple steps or a mechanical procedure for solving a problem. In fact, solving extraordinary problems and developing customer centric products and services that people want is a valuable skill. It necessitates a distinct combination of fact-based expertise and the ability to empathize with the needs of customers.
Michael Vough, the V.P of Uber said “The core of UX design is empathy. That’s the starting point no matter what. That will always be how you address any product challenge. The next big step is to become a company that’s really, really good at connecting with people and people’s needs.” In product design, empathizing with customers focusing on qualitative rather than quantitative data. Empathy inspires customer centric product creation when designers engage with their customers. They get to understand how they feel, what they want, and why they want it. Sometimes these things are not exactly clear to the customers.
The designers can feel their emotions by asking them questions about their experiences. This will enable designers to discover the needs of customers better. It can lead to modifying some features in the design to create a solution for the customers or even lead to a whole new idea for the product design. Thus, empathy can inspire deep communication that leads to creating a product-centered around customer needs.
How can Empathy be used in creating Customer centric Products?
Empathy cannot be gained by assumption. There has to be a connection between the designer and the customers for which the product is meant for. This connection can be created by carrying out research on the customers, the user research is not the typical research to get numbers, but empathetic research that will be concerned about the feelings and thoughts of the customers.
The following points highlight how to use empathy in creating customer centric products.
An empathy map is divided into four groups:
Empathy is a crucial factor in creating products centered around the needs of the customer. It enables designers to create products with good user experience and functionality.
There are skills to learn to create a customer-centric product, and tools to use. Learning this requires being trained by experts in design tech, and you can find these experts at the GoCreate USA Bootcamp. Sign up here to register for the GoCreate USA Bootcamp starting next year. Get the skills required to create never-seen-before technologies that will improve and enhance life.