Empathy in Design: Lessons from a cough syrup

Do you remember that feeling of irritation when something is poorly designed? When how to use something you bought takes a lot of time to figure out? When something you use daily, is inconvenient due to its poor design? This poverty in design comes from lack of customer feedback mechanism and customer focus of the designers. When you put empathy for the customer in your design- when you put yourself, as a designer, in the shoes of the end user, the customer, you can make a product that the customers love! Look at the first iPhones for example- no wonder Steve Jobs spent so much time on the look, feel and the design of even the invisible internal parts of the iPhones and the MacBook.

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