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Design For Empathy To Build Deeper Connections With Your Customers

Blog: Forrester BPM Center of Excellence

Empathizing with the people you design for is almost always the first step in design frameworks, because it helps you put aside your assumptions and gain insights into what people do, think, and feel. This is why many brands follow those frameworks and start their design process by conducting research and synthesizing key learnings about customers. This is a great start, but those learnings are often forgotten about in the later stages of the design process and don’t get to the final product. Why? The need to move fast, lack of alignment between teams are partly to blame, but it’s also because “empathy” is seen as merely a step, not a practice that is threaded throughout the entire process. In other words, many teams empathize with customers, but they don’t design for empathy. 

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