Empathy in organizational transformation

Empathy has long been touted as a critical component for business success and positive employee and customer outcomes. As designers, we frequently discuss the value of empathy in our industry. But the word has become almost meaningless through its regurgitative over use, frequent misuse, and under implementation.

Often this is a result of a mismatch between positive intentions, like “Let’s have more empathy!” and implementation like “How?” and Where?” In addition to understanding and practicing empathy, organizations also need the capacity to scale empathy, translating intention into reality and sustaining it.

As a strategist, I partner with universities, Microsoft teams, and companies around the world hoping to bring the value of empathy into their culture and processes.

We tend to start with similar questions:

  • How can we go beyond interviewing customers, finding problems, and fixing things to truly building innovative experiences that amplify, augment, and unleash human potential?

  • How can we teach the importance and nuance of empathy at scale? For example, how do we take the one-on-one experience and ensure that thousands of employees can feel, think, and act empathetically?

We explored these questions through different lenses. For one project, we took cues from ethics, marriage therapy, zoology, and community management to understand components of empathetic experiences and identify ways to scale them. This article features what we learned in-depth. Here’s a short film about it as well:

How to Design Focus

“The scarce resource of the 21st century will not be technology; it will be attention.” — Mark Weiser

Imagine you’re having a positive, fully immersive conversation with someone in a restaurant. Your concentration is focused on the person across from you.

In this context, how would a server complement this experience? Detract from it?

Some servers ignore you and need to be tracked down, which negatively affects the overall experience. Others organically know when and how to interrupt you.

More often than not, servers adjust their approach based on your verbal and non-verbal cues. This example is a reminder that humans are the true experts in adapting. We can apply this analogy to technology; a person may desire real-time pop-ups or in-text communications when we share tips, updates, or alerts. Or, those may be distracting and disrupt their flow..

Achieving focus

When technology communicates and behaves well, it enables you to do what you want to, on your terms. It communicates in ways that allow you to focus, and achieve the level of concentration you need to accomplish a task.

Learning from people

I wanted to learn how to design interruptions more respectfully from people working in multiple industries, cognitive science experts in and outside of Microsoft, and those with heightened sensory sensitivity. This manifested in interviews with chefs, emergency room doctors, pilots, cognitive psychologists, people who spoke English as a second language, and people who have disabilities — seen and unseen.

Take a look at this guide detailing what I learned and, the short-film below.