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.

We believe that what’s important is not the what or the how, the features or the tools, but the way they’re perceived, the way they make people feel, the form rather than the function. Our founder Angel Maldonado explains the unique differentiator of Digital Empathy and why it’s so important.

Mices 2019 (eCommerce Search)

How Search Can Evoke Feelings


Our goal is to create moments that spark emotions in people. Adding elements of motion, transitions and micro-iterations that connect directly with the unit of the brain that recognises faces rather than 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.


By going beyond functionality, you can create elements of anticipation. Inducing a sentiment of empathy to make people feel that they’ve been understood. Being able to not only offer expected and relevant objects but also unexpected surprises. There are many ways to do this such as using voice, image and text inputs, user profiling, voice, face, device and other entity detection, SKU Search, vertical search, guided search forms, and relevancy is also important to understand the context.

The outcome is to design search experiences that provoke understanding and create MAGIC MOMENTS, evoking the feeling that someone JUST GETS YOU.


Perhaps the most important principal. Here we refer to trust and making people feel they’re in control. 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 even more… to empower the user with the control to modify the tool themselves, aligning to their own privacy standards.

Through openness and transparency, you educe in the user a feeling of HONESTY, TRUSTWORTHINESS and AUTHENTICITY