One of the most important aspects of any great design is the empathetic understanding of and connection to the user. If a design is ‘selfish’, as in when a product designed with the designer in mind and not the user, it will ultimately fail because it does not provide a solution to a very real and present problem.

任何伟大的设计中最重要的方面ØNE是的同情理解和连接到用户。 如果设计是“自私的”，例如在设计产品时考虑的是设计师而不是用户，那么它最终将失败，因为它不能为非常现实和当前的问题提供解决方案。

同情vs同情 (Empathy vs sympathy)

In my experience, it is common to find that people confuse empathy with sympathy. Although the two are close in their meaning there are some vital differences. Let me explain.

以我的经验，人们常常将同情与同情相混淆。 尽管两者含义相近，但仍存在一些重大差异。 让我解释。

This is Linn. Linn has just found out her relationship is over after 5 years. She is distraught and in shock. Imagine you are her friend and Linn had just told you what had happened. Now, an empathetic response to this situation would be to ‘feel’ with Linn, see through her eyes and put yourself in her shoes. You might say “I am so sorry, Linn, but I am happy you told me”. There is no judgement, there is no look on the bright side rhetoric, just open-armed empathy and understanding. Alternatively, a sympathetic response would go something like “Oh Linn, never mind! There are plenty more fish in the sea” or “Chin up, Linn. He wasn’t good enough for you anyway!”.

这是林恩。 Linn刚刚发现她的关系在5年后就结束了。 她心烦意乱，震惊不已。 假设您是她的朋友，而Linn刚刚告诉您发生了什么事。 现在，对这种情况的移情React是对Linn感到“感觉”，透过她的眼睛看，然后将自己穿上鞋子。 您可能会说：“我很抱歉，Linn，但很高兴您告诉我”。 没有判断力，没有正面的措辞，只有开放的同情心和理解。 另外，一个有同情心的React会像“哦，林恩，没关系！ “海里还有很多鱼”或“林恩，振作起来。 无论如何，他对你来说还不够好！”。

Even though both responses have the ultimate goal of feeling better, empathy shows a much deeper feeling and understanding of someone’s problems, making them feel like they are not alone, and listening rather than telling. Sympathy conveys a sense of superiority and pity more than understanding and inevitably makes the people feel worse.

即使两种回应的最终目标都是让自己感觉更好，但同理心会表现出更深刻的感受和对某人问题的理解，使他们觉得自己并不孤单，并且倾听而不是诉说。 同情比理解更能传达出一种优越感和怜悯之情，不可避免地使人们感到更糟。

设计感 (Empathy in Design)

Here is how the Interaction Design Foundation defines empathy;

这是交互设计基金会如何定义同理心的；

“In a general sense, empathy is our ability to see the world through other people’s eyes, to see what they see, feel what they feel, and experience things as they do. Of course, none of us can fully experience things the way someone else does, but we can attempt to get as close as possible, and we do this by putting aside our own preconceived ideas and choosing to understand the ideas, thoughts, and needs of others instead.”

“总的来说，同理心是我们通过他人的眼睛看到世界，看到他们看到的东西，感觉到他们的感受并在做事时体验事物的能力。 当然，我们谁也无法像其他人那样充分地体验事物，但是我们可以尝试尽可能地接近他人，而我们通过抛弃自己的先入为主的想法并选择理解他人的想法，思想和需求来做到这一点。而是其他人。”

In a design sense, empathy is a deep connection and understanding of the target user, their needs and their problems, with the aim of providing a tailor-made solution. On top of this, it is about truly understanding their desires and forcing yourself to see the world from the user’s eyes. When empathy is used in the design process, it is often found that new ways of seeing a problem open up.

从设计的角度来看，同理心是对目标用户，他们的需求和问题的深入连接和理解，旨在提供量身定制的解决方案。 最重要的是，要真正了解他们的需求，并强迫自己从用户的眼中看到世界。 在设计过程中使用同理心时，通常会发现发现问题的新方法。

设计思维的移情 (Empathy in design thinking)

As I am sure you know empathy is the first stage in the 5 stage process of design thinking, with the others being Define/Ideate/Prototype and Test. Design thinking is a design approach led by the notion that design should be a non-linear process, it should challenge the norms and assumptions laid down in the past as well as provide innovation and solutions to real problems. It is best used when you are designing for a problem that is ill-defined at the outset, or even completely unknown. Uncovering problems that are hidden is one design thinking’s great strengths.

我敢肯定，您知道移情是设计思维五个阶段的第一步，其他阶段是定义/想法/原型和测试。 设计思维是一种设计方法，其思想是设计应该是一个非线性过程，它应该挑战过去制定的规范和假设，并为实际问题提供创新和解决方案。 当您针对一开始就无法明确定义甚至完全未知的问题进行设计时，最好使用此方法。 发现隐藏的问题是一种设计思想的长处。

21世纪的移情与设计 (Empathy and design in the 21st century)

Empathy is an important thread running through modern design processes. The world continues at a faster rate. Environments morph year on year, human behaviour is becoming more erratic. Globalisation has given us a world much smaller than it used to be; all the while being a more complicated one. As the world changes so must designers, focusing on world problems in a human-centric way.

移情是贯穿现代设计过程的重要线索。 世界继续以更快的速度发展。 环境逐年变幻，人类行为变得越来越不稳定。 全球化给我们提供了一个比过去小得多的世界。 一直以来都是比较复杂的。 随着世界的变化，设计师也必须以人为本的方式关注世界问题。

为什么同情对成功的企业至关重要 (Why empathy is vital to a successful business)

Design thinking is a process that values empathy and human-centric design. They go hand in hand in guiding designers to put aside their own assumptions so that they can gain insight into the user’s needs from the users perspective. Yet what about other needs that affect whether or not a product is successful?

设计思维是一个重视移情和以人为本的设计的过程。 他们齐心协力指导设计师摒弃自己的假设，以便从用户的角度洞悉用户的需求。 然而，影响产品是否成功的其他需求又如何呢？

The success of a design can be measured from three parameters. Of course, one of them is human-centric. We refer to this as the desirability of the product. The viability of a product measures success from a business standpoint and finally, feasibility measures success from a technological standpoint. A product will not simply make a profit on its own (viable) nor is it good enough that a product can be made (feasible). If a product is not desirable to the targeted user then there is no hope for it. Succeeding in anything less than all of these areas will result in a failure of the product eventually. The only way we can design a desirable product is to truly understand and feel people’s needs with a human-centred, empathetic approach.

设计的成功可以从三个参数来衡量。 当然，其中之一是以人为本。 我们将其称为产品的理想性。 产品的生存能力从商业角度衡量成功，最后，可行性从技术角度衡量成功。 一个产品不会简单地作出自己的(可行)利润也不是足够好的一个产品可以制成(可行)。 如果目标用户不希望使用某种产品，那么就没有希望了。 成功的领域比所有这些领域都要少，最终将导致产品故障。 我们设计理想产品的唯一方法是，以人为本，善解人意的方法真正理解并感受到人们的需求。

In business, the empathetic design is logical. It is of the highest importance for a business to invent solutions to actual problems (even hidden problems). The last thing a business wants is to invest heavily in a product design that solves a problem that doesn’t exist.

在商业中，善解人意的设计是合乎逻辑的。 对于企业而言，发明针对实际问题(甚至是隐藏问题)的解决方案至关重要。 企业希望做的最后一件事是对解决不存在的问题的产品设计进行大量投资。

设计失败 (Design failure)

One of the examples of this was ‘Facebook Home’. In 2013, Facebook attempted to expand its iron grip in the social media scene with the design of an app that turned the user’s phone home screen into a fully-fledged Facebook news feed. It is safe to say that it did not land well. The UI was clunky and illogical, there were no customisation options and worst of all, it didn’t solve a problem. In fact, it created more problems for the user. Less than a year after its initial release, Facebook Home was withdrawn from sale.

其中一个例子是“ Facebook主页”。 2013年，Facebook尝试通过设计一款应用程序来扩大其在社交媒体领域的吸引力，该应用程序将用户的手机主屏幕转变为成熟的Facebook新闻源。 可以肯定地说，它降落得不好。 用户界面笨拙且不合逻辑，没有自定义选项，最糟糕的是，它无法解决问题。 实际上，这给用户带来了更多问题。 在首次发布不到一年的时间里，Facebook Home退出了销售。

设计成功 (Design success)

The design of Spotify was a seminal moment in my life and a great example of human-centred design and problem-solving. In fact, one can argue that Spotify’s design solved a problem of how we consumed music before most of us realised it was even there. A great marker that design thinking was utilised in its creation. Previously, songs and albums were bought individually for download or physically at a record store. The mediums on which we owned music were many and cost high due to physical manufacturing and shipping costs. Spotify solved all those problems by streaming all the music you could ever need and more, straight to your device, from the cloud for one reasonable monthly fee. No storage issues, manufacturing costs and all in one place. A heavenly combination of accessibility and value.

Spotify的设计是我生命中一个开创性的时刻，也是以人为本的设计和解决问题的一个很好的例子。 实际上，可以说Spotify的设计解决了一个问题，即在我们大多数人还没有意识到之前，我们就如何消费音乐。 设计思维在其创作中得到了很好的体现。 以前，歌曲和专辑是单独购买的，以供下载或从唱片店购买。 由于物理制造和运输成本，我们拥有音乐的媒体很多而且成本很高。 Spotify通过以合理的月费从云端将您可能需要的所有音乐以及更多音乐直接从云中流式传输到设备中，从而解决了所有这些问题。 没有存储问题，制造成本也都集中在一处。 无障碍获取和价值的天堂组合。

综述 (The round-up)

Empathy is important in design because, as designers, it gives us fresh eyes to view a problem. It allows us to truly understand the needs of the user without our own hangups affecting our judgement. It allows us to design solutions that are viable, feasible and desirable that ultimately becomes a success because they solve a very real problem, whether we know it is a problem yet or not.

同情心在设计中很重要，因为作为设计师，同情心使我们有新的眼光去观察问题。 它使我们能够真正了解用户的需求，而不会因我们自己的困扰而影响我们的判断。 它使我们能够设计可行，可行和可取的解决方案，这些解决方案最终会成功，因为它们解决了非常实际的问题，无论我们是否知道这是一个问题。

Originally published at https://mattwnewman.com on April 22, 2020.

最初于 2020年4月22日 发布在 https://mattwnewman.com 上。