How we think about empathy...
Empathy can be difficult to define. In simplest terms, empathy is sympathy, but with first-hand knowledge of someone’s experience. And as user experience (UX) designers, it is our responsibility to identify moments of need in users, solve to fill the gaps, and create experiences that demonstrate empathy.
How can we create empathetic experiences when we may not have first-hand knowledge of the user’s situation or need?
We take time to learn by combining research strategies –shadowing, interviews, focus groups, analytics, heat mapping and even eye-tracking. We study our users and their current problem or task. And most importantly, we keep that user as the primary focus throughout the entire design process. The user is never forgotten.
Brands look to us to create experiences that are both useful and usable. Whether it is a patient looking to reorder medication, a buyer searching for the right product, or an individual trying to find the right health insurance, it's important that we create empathetic experiences specifically tailored towards the user and their goals.
Guiding users to what they’re looking for...
Over the years, we have partnered with many of our clients to create digital experiences that help users reach their end goals in a simplified way. When working with SilverScript, we used a series of guided steps to help customers find the health insurance that mattered most to them. By uncovering common pain points among focus group attendees, we were able to create a user-focused site that walks current and prospective enrollees through a series of questions to best determine their prescription coverage plan options – resulting in a simplified and supported online journey.