12/01/2017 SAPVoice:Empathy,DesignThinking,AndAnObsessionWithCustomerCentricInnovation

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JAN 17, 2016 @ 02:00 PM 5,378VIEWS

Empathy,Design
Thinking,AndAn
ObsessionWith
CustomerCentric
Innovation
SAPVoice
RUN SIMPLE

Kaan Turnali, SAP

TWEET THIS

Validating design in the absence of rigid

knowledge is how we gain true insight
and uncover design blind spots.

Empathy is the shortest distance

between design thinking and customer-
centric innovation

Todeliverinnovative,customercentric
solutionsthroughdesignthinking,we
mustbeginwithempathy.
Initssimplestandpurestform,empathy
enablesustonotonlyexperienceand
understandanotherpersons
circumstances,butitalsoputsusinour
customersshoestoexperiencewhatthey
arefeeling.Thisiswherewefindthe
innatestrugglebornoutofuser

http://www.forbes.com/sites/sap/2016/01/17/empathydesignthinkingandanobsessionwithcustomercentricinnovation/#73123e8f4285 1/5
12/01/2017 SAPVoice:Empathy,DesignThinking,AndAnObsessionWithCustomerCentricInnovation

frustrationsandboundtotheintrinsic
valuechainoftheuserexperience.

Withoutadoubt,empathyisthemost
importantdesignthinkingprincipleIwill
coverinthisseries.Itsuniversal
applicationoffersinfinitepromise.
Customercentricdesignisabout
lookingoutfromtheinsiderather
thanoutsidein
Designthinkinghelpsuscutthroughthe
opacitythatsurroundsourcustomers(or
users)needsandbehaviors,their
connectionswithexistingecosystems,
andtheirinteractionswithoneanother.
Inessence,empathybecomesacompass
thatguidesusalongtheinnovationpath
aswesetouttodiscoverhidden,but
detectable,elementsoftheuser
experience.
Weembracetheempathyprincipleby
livingandexperiencingouruserspain
pointsandstateofmindstrictlyfrom
theirperspective.Thisiswhycustomer
centricdesignshouldbeapracticeof
lookingoutfromtheinsideandnotas
outsiderslookingin.Itrequiresusto
openournerveendings,sotospeak,and
increaseourawarenessinastateof
designmindfulness.

Recommended by SAP

http://www.forbes.com/sites/sap/2016/01/17/empathydesignthinkingandanobsessionwithcustomercentricinnovation/#73123e8f4285 2/5
12/01/2017 SAPVoice:Empathy,DesignThinking,AndAnObsessionWithCustomerCentricInnovation

SAP:WhatIsDesign SAP:CompetingOnDesign
Thinking? Thinking

Wecantdothatfrombehindadesk,
insidethemarginsofaninterview,oron
thepagesofarequirementsdocument.
Weneedtoberightinthetrenches,
working,observing,and,more
importantly,sufferingsidebysidewith
themwithintheirauthenticcirclesand
underrealisticconditions.Onlythendo
wehaveachancetolivetheexperience
ratherthanexperienceitinadistant
light.
Themoreweknow,themorebiased
webecome
Themoreweknowaboutsomethingthe
morepronewebecometointuitivebias.
Thismindsetcanturnourexpertiseand
experienceintoperceivedknowledgeand
resurfacetheminaformthatcanbeboth
restrictiveinitsforwardthinkingmotion
andnarrowinitsdepthandangle.
Tobeclear,thisviewpointneitherrejects
nordiminishestheknowledgeand
experiencewebringtothetable.Subject
matterexpertiseisnotonlyacritical
multiplierofdesignthinking,butitisalso
essentialtocollectiveinsight.(Moreon
thistopiclaterintheseries).
Whatweareadvocatinghereisthe
strengththatliesintheapplicationofthe
empathyprinciple:Thedesiretoseek
realizationandperceptivenessinthe
experiencenotaccumulatedexperience
confinedtorawknowledge.
Validatingdesignintheabsenceofrigid
knowledgeishowwegaintrueinsight

http://www.forbes.com/sites/sap/2016/01/17/empathydesignthinkingandanobsessionwithcustomercentricinnovation/#73123e8f4285 3/5
12/01/2017 SAPVoice:Empathy,DesignThinking,AndAnObsessionWithCustomerCentricInnovation

anduncoverdesignblindspots. We
wanttofocusontheproblemanddefer
anypreconceivednotionsaboutthe
solution.Thinkofitasaresetbutton.If
appliedcorrectly,weexperiencetheworld
aroundusintheproperlight.Welead
ourselves(andotherswhojoinusinthis
journey)intoastateofalertnessthatcuts
thrubiasconsciousorunconscious
thatcouldotherwiseimpactourabilityto
bereceptivetowardcreativesolutionsand
possibilities.
Focusonusersexperiences
especiallytheemotionalones
Dontunderestimateorskipemotional
boundariesaroundwhichaproduct,
service,orprocessisdesignedandbuilt.
Theseedgesmayberoughandsometimes
comewithbaggage.Thatisprecisely
wherewefindthegreatestopportunity.
Humansreacttoemotionalprobes
solicitedornotthatareoften
accompaniedbyemotionalassurances
ratherthanlogic,reason,ordispassion.I
calltheseemosurances.Theyinclude
thingssuchas:Wedontwanttobeleft
inthedark.Updatesandcontinuous
informationflowaregood.Wewantto
knowthenextsteps.Wehate
uncertainty.
Regardlessoftheirshape,form,or
frequency,weseekthesecuestoassure
ourselves.Theyplayacriticalrolein
shapingtheuserexperience.
Emosurancesarethepointsoflightin
designthinkingthatweseektouncover,
whicharecommonlyhiddenormarginal.
Empathyistheshortestdistance
betweendesignthinkingand
customercentricinnovation
Whenweplacethecustomer(user)atthe
coreofeverythingwedoinourdesign
thinkingjourney,wefosterahuman
http://www.forbes.com/sites/sap/2016/01/17/empathydesignthinkingandanobsessionwithcustomercentricinnovation/#73123e8f4285 4/5
12/01/2017 SAPVoice:Empathy,DesignThinking,AndAnObsessionWithCustomerCentricInnovation

centeredapproachthatalwaysfocuseson
needs,includingthosethatare
unarticulatedorunknown.Ifwecan
bringempathytotheforefrontandmake
itafocalpointofourthinking,weexpand
ourcapacitytoexperienceand
understandbeforejudgingorexecuting.
Thatstheessenceofcustomerempathy.
Thisapproachcreatesanincredible
opportunitytodeepenourframeof
designthinkingaprerequisite
forthinkinginthedesign.Andempathy
lieswithinthedepthsofourpassionand
tenacitythatyieldsitselftoanobsession
withcustomercentricinnovation.
Staytunedforthenextinstallmentofthe
DesignThinkingthoughtleadership
series!
Connectwithme
onTwitter(@KaanTurnali),LinkedInandturnali.com

http://www.forbes.com/sites/sap/2016/01/17/empathydesignthinkingandanobsessionwithcustomercentricinnovation/#73123e8f4285 5/5