Insight: Empathy, Experience and Experiment


Empathy is one of the mindsets that should be internalized whenever a Design Thinker conducts a design or customer research. However, gaining empathy toward target customers is not easy.

There’s a tool called Empathy Map. Essentially the tool helps you to EXPERIENCE every situation and condition being experienced by your target customers. To feel what they feel, hear what they hear, see what they see, and think what they think.

Moreover, you can also try another tool called the Experiment Cards. It enables you to EXPERIMENT many scenarios to observe the behavior of your target customers.  What will your target customer do when s/he’s facing a problem? How does s/he behave in a controlled environment? What will s/he do in a limited resources?


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