The other day I was reading Donna Spencer’s excellent book A Practical Guide to Information Architecture. Early on in the book she runs through a list of skills that she things help most with Information Architecture work, and I was struck by what she chose to write about first – empathy.
The person creating the IA must genuinely care about understanding the people who will use the site, and be willing to represent their needs (and go into bat for them when the pressure is on).
I think there is a very important nuance in what Donna has written here. Notice that she doesn’t just say ‘it’s important that you try to understand the people who will use the site’ but rather that you ‘genuinely care about understanding’ them.
Look for definitions of empathy and one word comes up repeatedly – feelings.
As UX practitioners, we seem to be on a constant drive to validate our work with number, processes, techniques, deliverables. This is all very important, and let’s continue to do that. But don’t let’s think that identifying pain points in a user journey through site usage analysis is the same as actually witnessing someone experiencing that pain.
Let’s not become caught up in simply designing to achieve numerical goals associated with user behaviour. Rather, let’s design to see the smile that spreads broadly over someone’s face when they’re able to achieve something they didn’t think possible, when they feel empowered, when the design surprises them in a good way, when it delights them.
If you don’t genuinely care about the people who are going to use whatever it is you are working for, then perhaps you need to ask whether you should be working on that project. Perhaps you need a holiday, perhaps you need a new job, perhaps you’re not actually cut out to be a UX person after all, perhaps you just need to do some more user research work.
Genuinely caring – having real empathy – is something that can’t be taught, but it is something that we can allow, encourage and validate for ourselves and our UX peers.
So, let’s do the work we need to do to gain the understanding we need, and then let’s be properly empathetic – let’s really care about those people we’re designing for. It will make you a better designer, and it will also makes the world a whole lot more interesting when you can see it, richly, from so many different perspectives.