Empathy Leads to Results
I have been in the business of developing websites for a long time now. When I look back over the last several years, it is clear to me that a fundamental shift has taken place. It wasn’t that long ago (within the last 5 years) that most businesses simply needed a web presence and weren’t yet focused on achieving results. In fact most companies, when asked about results, couldn’t even tell you what their monthly traffic numbers were. Within the last few years, marketers, en masse, have shifted their attention to securing results, following mandates from their bosses to show return on investment. Some that have succeeded have done so by taking an empathetic approach to understanding their customers in order to find meaningful ways to connect with them.
Businesses today not only need, but demand solutions that achieve business goals. Marketing executives have realized that the Internet can deliver results, and that it enables a means to collect performance data, which can be used to measure success. This has translated into the establishment key performance indicators (KPI’s) that clearly identify how well a solution is performing over specific periods of time.
As you can imagine, the pressures on an interactive agency to deliver performance-based solutions is ever growing. When results must be achieved, it’s not enough to provide solid design, programming, and good analytics software. Performance based websites have to take into account business goals, and they must deliver on user needs.
User-centered design is the process that has been spawned from the fundamental shift toward results and the need to achieve them. The basic underlying premise of this process is to of course understand client business goals, but most importantly to clearly grasp the needs of the intended user. Once the two are clearly identified, steps to create and implement a solution that effectively bridges them can be taken. The final outcome should be an immersive brand experience that truly captures the hearts and minds of users.
The most effective solutions that I have seen, those that have exceeded expectations, leveraged an empathetic approach to engaging targeted audiences. Through the identification with, and a deep understanding of users’ situations, feelings, and motives, highly effective user-centered experiences can be crafted. This form of user engagement works to connect needs with fulfillment. When a user is communicated within a manner that establishes a human connection, one of identification, understanding, and a commonality of sharing the same shoes that have walked miles, a real “human” relationship is formed.
In instances when this intimate connection takes place, results can be impressive. I have seen web solutions that have achieved astonishing response rates upwards of 75%. In several cases, I’ve witnessed conversion rates as high as 65% with ROI’s that topped 1000%.
An empathic approach to developing user experiences can be a powerful way to achieve business goals. Users really respond to communications that resonate on an emotional plane that seeks not to exploit but rather to empower. Demonstrating an understanding of user needs and genuine caring to provide solutions, can help earn credibility and trust, and secure results. I have witnessed it myself and can honestly say that the results marketers are seeking can be delivered when a long walk is taken in the shoes of your intended users.
