Empathy towards the customer has been defined as​ the cornerstone for aligning the cornerstone for aligning business objectives with user needs and developing software that offers a seamless user experience.

In our software development team, we have found that understanding the user is key to creating effective products. However, how can we adopt the user's perspective if we've never been in their position? This reflection revolutionized our approach to software development and led us to take actions that significantly improved our team's performance.

The Practice

We implemented a technique that allowed the software development team to experience the daily life of users firsthand. In a controlled manner, of course! Through an incremental immersion strategy, we organized activities to enter the users' world and gradually enhance the user experience. 

From curiosities and anecdotes about the user's environment to regular visits to client facilities and even temporarily working in the users' roles.

​Feeling the Real World: Experience is the Best Teacher

These experiences enabled the team not only to observe the environment in which the solution is used but also to feel the limitations of user interaction with applications in their natural context. It's not the same to test a travel guide app from the peaceful confines of an office as it is to use it in the hustle and bustle of a street or from a moving boat. The importance of the unread messages feature in the booking interface is better understood when dealing with over 200 bookings across multiple channels. 

The shift in focus is remarkable when the development team is encouraged to live the user experience. By observing firsthand the frustrations and needs of users, the team can identify areas for improvement that would not be evident from their usual perspective. This empathy translates into more effective and user-centered solutions. There’s nothing like experiencing something firsthand!

Logistical Challenges

Of course, this practice is not without challenges. Visits and temporary roles require time and resources, which can complicate project planning. However, if implemented as a systematic and consistent strategy, they can be viable. A communication strategy to spark interest in user processes and experiences is an obvious and simpler first step.

While it’s clear that living the experience and taking on the role are stronger methods, impacting our cognitive and emotional dimensions, these experiences become memories that enrich the team’s perspective. It's worth prioritizing these activities when conditions allow, as the impact on product quality and customer satisfaction is undeniable. So, let’s get the team out of the cave to see how the world really is!

Putting ourselves in the user’s shoes has proven to be a transformative practice in our software team. Although it involves logistical challenges, the benefits in terms of team synergy and productivity have been clear to us. Empathy can be truly powerful in efficiently creating valuable products. We highly recommend it!