To deliver innovative, customer-centric solutions through design thinking, we must begin with empathy.
In its simplest and purest form, empathy enables us to not only experience and understand another person’s circumstances, but it also puts us in our customers’ shoes to experience what they are feeling. This is where we find the innate struggle born out of user frustrations and bound to the intrinsic value chain of the user experience.
Without a doubt, empathy is the most important design thinking principle I will cover in this series. Its universal application offers infinite promise.
Customer-centric design is about looking out from the inside—rather than outside in