Please login to the form below

The role of empathy in the design of products and services

Peter Timmer of Blue Latitude Health talks through what it means to design with empathy for the customer, and why it produces better products and services.
When you design a product that truly addresses an unmet need, that product will establish an emotional connection with the user, from which engagement becomes real.

How might you gain the insight that will uncover the hierarchy of unmet customer needs, from which you will choose the one your product will address?  

One answer to this question is the development of an empathetic mindset, a mindset that seeks a detailed understanding of the customer and what they feel and think, when doing things at work – things where unmet needs arise. With such a mindset you will start to use empathy in design.

How do you start to develop such an empathetic mindset?

In this article, Customer Experience Consultant Peter Timmer talks through what it means to design with empathy for the customer, and why it produces better products and services for pharma and healthcare.


Build a map of the customers’ environment – to better understand their experience

Empathy requires deep research with real people in their natural environments. It is deep because it will not be market research as a commodity –

"Nurse, what is your greatest frustration during therapy administration in the clinic?"
Suitable research will be grounded in getting as close to reality as possible:
  • Spending a period of time observing life in the clinic
  • Actively working with healthcare professionals (HCPs) to simulate the things which cannot be observed, maybe for reasons of confidentiality
  • Talking through scenario-based stories, stories built around models and sketches of the clinic with actors in specific places at particular times.

These are provocative methods, methods that generate data about the movements, thoughts, reasoning and emotions of the customer; methods that generate data – the value of which is unknown when a concept brief is written. Such data will help a design team know the customer better, and enable designers make better informed design decisions.

Building the map is foundational for the identification of opportunity that leads to the creation of products and services that have wider commercial value.




Download the full article from Blue Latitude Health

31st May 2016

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom

Latest content on this profile

Three strategies for managing loss of exclusivity successfully
Consultant, Claire Taylor explains why you should be strategically planning your LOE strategy years in advance.
Blue Latitude Health
What does the future hold for Medical Affairs?
Lori Lush, Head of Fishawack Medical, reveals why she’s driven to tell impactful scientific stories, the benefits of cross-functional collaboration, and the trends she predicts for the next five years.
Blue Latitude Health
Mistrust in medical research: a patient perspective
The recent development of several COVID-19 vaccines has placed medical research firmly in the spotlight, highlighting public confusion and misinformation about clinical trials. Patient advocate, Trishna Bharadia reveals what the life sciences industry can do to rebuild trust.
Blue Latitude Health
Real-world evidence: breaking boundaries in rare disease
Generating data for drug launches is a challenging process. In rare diseases, with small patient populations and high unmet need, evidence generation is even more complex. Consultant Sarah Poole and Senior Consultant Craig Moore explore the benefits of using real-world evidence and the common pitfalls life science companies should avoid.
Blue Latitude Health
The heavy toll of COVID-19 on cancer patients
We all know that finding and treating cancer early saves lives. During the COVID-19 pandemic, oncology treatments paused while cancer continued to spread. So, what has been the impact of this lost time for patients?
Blue Latitude Health
Unpacking rare diseases in the first edition of Delta magazine
Fishawack Health launches Delta magazine with a deep dive into rare disease commercialization
Blue Latitude Health