Creating empathetic products

From The Paradox of Empathy

‘The paradox of empathy is that while it drives us at a very deep level, and ultimately leads us to big, important insights, it usually starts small. The empathic process usually notices simple things like ineffective error messages, observed user workarounds, or overly complicated dialog boxes. Empathy starts with very modest steps. However, these small observations are the wedge that splits the log, it’s these initial insights, if you follow them far enough, opens up your mind and leads you to great products.’
— Scott Jenson
Penn Glendinning

Penn Glendinning

Creative Director

Design to Communicate Ltd

+44 (0)20 7394 7234

Unit 29 Maltings Place
169 Tower Bridge Road