Embracing empathy in product design

In the ever-evolving realm of digital innovation, product designers like myself, play a pretty crucial role in shaping how we interact with technology. Here at NewDay, we're on a journey, and we know it's a never-ending one. It's marked by our commitment to empathy-driven design. In this article, I want to share how we're navigating an always evolving path in our product design journey.

The power of empathy in product design

When we talk about empathy in product design, we're not just talking about figuring out what users need; we're talking about their feelings, their challenges, and their dreams. Empathy is what helps us, as designers, create products that truly connect with people on a personal level, making their lives a bit smoother, better, and more meaningful.

Our focus on empathy is woven into our product design process. We spend a large amount of our time observing how users behave and engage with our experiences. We zoom in on persona development, user testing, user journeys, and accessibility testing to name a few of our processes - all to help us truly understand our customers' perspectives and needs. These are the tools we use to craft experiences that help our customers live the life they want.

The role of diversity in our empathy-driven journey

Diversity plays a pretty big role in our journey. As our product design team at NewDay grows and evolves, we harness the richness of different perspectives. ?Our team members bring a whole bunch of different backgrounds and experiences to the table. This mix is invaluable when it comes to understanding and addressing the wide-ranging needs of our 5M+ customer base.?

Varied perspectives lead to empathy

We know that when you've got a team with all sorts of different viewpoints, you're one step closer to designing with empathy. Collaboration and keeping the lines of communication open within our design team, with our developers, POs, strategy, brand team, and legal, are all part of our design process. Those varied perspectives are our secret sauce to make sure our products resonate with our diverse customer base. This coupled with learning is what helps us bring our mission to help people move forward with credit to life.

User-centered design powered by ongoing collaboration

Collaboration is another important aspect of our design process. We have forums and processes that enable us to hear each other's ideas and experiences. This creates an environment where empathy thrives. We make sure our users are right at the centre of our decision-making, so everything we do lines up with their needs and goals.

Measuring our progress through empathy

Our journey isn't just about talk; we measure everything too. Metrics like customer satisfaction scores, Net Promoter Scores (NPS), and customer completion and journey drop-out rates help us keep measure how we're doing.

Empathy, diversity and financial futures

Customers are looking for personalised and purpose driven experiences. ?With empathy as part of our toolkit, a commitment to diversity and inclusivity, and lots of collaboration, we're not just building products; we're creating connections, trust, and aiming to build brighter financial futures.

For us, empathy in product design is a journey of ongoing improvement. We're all about making a positive difference in the lives of our customers to help them move forward with credit.

Author bio:

Rona is a Senior Manager in Product Design working across our Consumer brand portfolio. Hailing from Spain with Scottish heritage, Rona's diverse cultural background has woven a rich tapestry of experiences that have shaped her career, seamlessly blending her passion for art and design. With over a decade of experience spanning agency and in-house roles. One of Rona's skills is effective cross-functional collaboration, ensuring alignment among teams, stakeholders, and customers, all while keeping the user experience at the forefront of her designs. Her passion for delivering outstanding products is evident in her commitment to enhancing the end-user experience and her ability to make thoughtful, big-picture decisions.

In addition to her Product Design experience, Rona is known for her open-mindedness, creativity, and her unwavering commitment to delivering exceptional outcomes. Her ability to balance multiple priorities and make insightful decisions demonstrates her commitment to achieving the best possible outcomes for her projects.

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