Conversion and Empathy

Veronica Frattaruolo  |  26.05.2017

Of the 90% of digital business that fail, an enormous 60% of them fail because they built something nobody wants. To increase your digital success you have to start to think emphatically and learning to empathize starts with you.

How can you become a better designer? Connecting with your users and understanding them, understand what they want and what their passions and emotions are. It means that building user empathy is the first step to be a better designer because you can get in touch with them and their expectations.

You have to realize that when you know your users perfectly  you have found your way to implement your business or your your idea of acting.

Do you want to start thinking with more feeling?

Follow these 8 tips:

  1. Be an open minded designer

    Learn to listen to your users and give them advice, give them what you know, your experience, give them your best, always. Listen to them and try to understand their points of view. Stop judging, just listen to everything they want to tell you. After that you will be able to suggest which could be the best and smoothest user journey through your product or service.

  1. Think different

    Try and view the the problem from a different angle, because your view could not be the only option. You need think on the following lines:

    • How does this issue affect the users?

    • Does this affect some of our users differently from others?

    • Which users are most important to us?

    • How does this issue affect our goals and milestones as a business?

    • Stand in your users' shoes, they could give you some unforeseen opinions.

  1. Learn to accept what you are being told

  1. Ask the right question when testing

    When user testing, the questions you ask or don’t ask are usually the key. Here goes the bad question:

    “Don’t you just love our new sign-up page? We do, do you? If you go to this page, then click here and scroll down to here you can see it… Well, wasn’t that easy to use?”

    Why is that bad?

    • You’re drawing focus to a new feature far too quickly when you should be setting them a task first, then stepping back to watch and observe.

    • You are swaying their opinion before you’ve given the user a chance to think for themselves which is super common and works against you! This is not about you but them.

    • And you are telling them where to find what you are testing when you should be watching and waiting to see if and how they can find it.

    Good question:

    “Starting from the home page, please sign up for our product. Great, thanks! Did you encounter any problems when signing up? If you could change one thing when signing up, what would it be and why?”

    Why are those better questions?

    • You’re starting with a task that is controlled. This enables you to step into your user’s shoes and observe things from their perspective.

    • You’re asking a question that is unbiased. You’re not there to persuade, but to observe their true behavior.

    • By carefully watching your users and asking them unbiased questions, you’re uncovering valuable insight that can be acted upon in confidence

  1. Believe in your idea

    When you trust your project and ideas you have to share it, this could bring you to get in touch with the users and is key to qualitatively validating your ideas successfully. After the validation you have to struggle to work through the problem

Conversion and Empathy

  1. Share the love

    Promoting an emphatic culture within your business is just as important because the more empathy you can share with the people around you the better. You have to realise that users’ experience is strictly related to the relation you can create with users. The focus has to be on the experience because nowadays what the users need is the experience, not only the product. By sharing this culture you can be sure that you will receive more value from clients.

  1. Learn the art of communication

  1. Get out there and start empathizing

    Rest assured that  your strategy is always influenced by empathy, never forget it!

    A customer who feels understood and understood thoroughly will automatically see you as trusted people.

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