Step Into Their Shoes
Innovation isn’t about what you want to build — it’s about what people actually need. Customer empathy helps you tune in to the experiences, emotions, and expectations of your users. When you understand what matters to them, your solutions stop being guesses — and start becoming useful.
Go Beyond the Obvious
This is about observation and listening. Forget what you think you know. Let users tell you what they value and what frustrates them — in their words, their way.
- Talk to real people: Start with 3–5 short interviews. Focus on stories, not surveys.
- Look for emotion: Frustration, joy, workarounds — they reveal real pain and opportunity.
- Ask open-ended questions: “Tell me about the last time you…”, “What do you wish you could change?”
- Document what surprises you: You’re not here to confirm — you’re here to learn.
From the Field
A team building a grocery planning app thought users wanted recipe suggestions. But interviews revealed that people hated decision fatigue — the mental load of choosing what to eat. The app pivoted toward helping people create pre-set “food routines” that simplified weekly choices. Empathy flipped the problem on its head.
Make It Yours
- 🎧 Try This: Interview a potential user using 3 open-ended questions — write down the exact words they use.
- 📄 Template: Empathy Interview Script (Coming Soon)
- ➡️ Next: Dig into Market Context →