Too often the essence of web design comes down to designs where everything depends on the designer’s experience, appraisal and sensibility. But a good design as well as requiring knowledge of various design techniques, also requires understanding users, their problems, motifs and eventually goals. We are talking about empathy: understanding people to the point of knowing and sharing their emotions, and it is not a buzzword; it’s a real pursuit. The ability to empathise is recognised as a crucial soft skill that web designers, writers and managers require.
In every culture all around the world, storytelling is how people connect with one another. Stories have been around since the dawn of communication, the most effective way of conveying a message to an audience of any size. So if stories can capture both content and emotion in such an enthralling way, why not bring the power of storytelling to the field of web design? That is an essential characteristic needed for a successful design.
Incorporating storytelling into web design provides a seamless and coordinated experience for your visitors. By providing a structural framework (like in a novel), a story allows web designers and developers to grow and nurture their ideas around a central theme. Once a framework is established, the ultimate mission is clearer and constructing the other elements of the story becomes easier. As a result of cohesive collaboration, all the elements of the website, just as in a story, serve to enhance the message. If this happens, then the central idea is clearly reflected in the UX.
So, how can we start integrating empathy and compassion into the design process?
The best way to understand the users is observation. By observing how people use products in their natural environments, a designer must be able to get into other people's shoes and see what otherwise would be incomprehensible. Observation, careful listening and talking to people give us insights into a completely different perspective. Then, we just need to create emotional connections and bring a story to life.
Creating Emotional Connections
The most intriguing aspect of storytelling is the power of immersion. Scientific evidence reveals that stories can change the brain chemistry of a person. It’s been experimentally proven that stories can prompt the brain to release chemicals like oxytocin, which correlates to the emotion of empathy. By understanding the psychology of storytelling and design, web designers can achieve incredible results.
Bringing a Story to Life
Because the emotional appeal, is so influential, many people crave the ability to become an integral part of the stories they experience. Simply put, people don’t want to just absorb information; they want to live it. Like storytelling, web design is not just about what you say, but also how you say it.
Ok, is not possible to take an interest in every subject area or befriend every user group. However, we should look to expand our interests beyond the web and technology. We can make an effort to broaden our horizons, our social circle and our experiences. Thus, we will see the web differently and have a more rounded view of our users. It will enable us to empathise with real people’s experience, not simply our peers in the technology bubble.
We know that crafting an innovating user experience isn’t easy, and it doesn’t often happen on the first try, but when we take the time to craft a more user-centric experience around the things we create, we end up with a much higher quality end result, and a much happier user as well. Being able to say we care about our users is more than just a catchphrase, it means we strive to deliver the best experience to meet them.
In short, empathy comes after walking a mile in someone’s shoes. Get in those shoes and start to design great experiences.
About Brian Lamilla
Brian is a Web and QA Specialist with more than 5 years of experience testing Web and Desktop applications for some of the most important Fortune 500 companies.
Nowadays Brian works at the QA department of TISA, looking for implementing and working with the latest testing technologies and applications to be used in future projects so quality can be reached in a higher level.
Beyond his technical knowledge and passion for the technology, Brian enjoys playing video games, going to the Gym and watching and playing soccer and tennis.
