What does it take to design something that actually matters to your customer? To your end user? It may not be what you think. It turns out that what makes a great designer is empathy.
“Be empathetic,” Kelley tells Charlie Rose in a January, 2013 episode of 60 Minutes. “Try to understand what people really value.”
This is so important to all of us. If we want to reach beyond the usual suspects, to reach into the crowd and even the community…we must learn to truly empathize with the people we’re trying to reach.
Here is the 60 Minutes interview with David Kelley, founder of IDEO. It is a great 12 minutes. Enjoy it, but listen for the mentions of the importance of empathy.
Can’t see the video? You can watch it right here.
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