Digital Empathy

Everything we do, design or create at Empathy is built around Digital Empathy, our unique differentiator, which incorporates our three core principles : Expression, Anticipation and Transparency.

Empathy’s products and components are built on the notion of Digital Empathy and the belief that technology and interfaces need one another to negotiate the way technology is perceived and therefore valued. In this light, a digital product need to be communicative in the way they deliver human interaction.

Empathy provides an an end-to-end solution to connect brands and consumers; enhancing existing search and navigation platforms or replacing them, all through back and front end components that can be deployed on any major cloud as well as hosted by Empathy.

Empathy tools have the power to negotiate the way consumers emote digitally in relationship to a brand, enabling imagination-driven strategies from where irresistible experiences are sourced. Transforming the traditional notions of search and navigation into digital relationships that elicit positive emotional responses.

Empathy believes that what’s important when relating to consumers digitally is the way digital negotiates affects (emotions and feelings), the form rather than the function.

expression

Expression

Digital Empathy moments that spark emotions in people. Adding elements of motion, transitions and micro-iterations can surprise the brain process that treats objects and places. Using elements of thoughtful and striking design is very powerful as it helps to break the barrier of the flat screen while also evoking emotions and elements of surprise. An expressive and captivating design will engage users beyond utility into desirability.

expression

Anticipation

Inducing a sentiment of empathy to make people feel that they’ve been understood its very powerful. There are many ways to deliver anticipation digitally such as using voice, image and text type detection and other entity detection like SKU Search, vertical search or guided search forms. The outcome is to design information access experiences that provoke understanding, evoking the feeling that someone just gets you.

expression

Trust

Perhaps the most important Digital Empathy Principle. Here Empathy refers to give control to consumers. This requires revealing with clarity how and why a feature does what it does. Think of personalisation, it’s not enough to provide a set of relevant individual results by tweaking ranking algorithms, it’s as important to explain the product sorting order, and to empower the user with the tools to modify the behaviour themselves, aligning to their own privacy standards. Through openness and transparency, brands educe in the user a feeling of honesty and trustworthiness.

Mices 2019 (eCommerce Search)

How Search Can Evoke Feelings