Your At Home Guide to Building Customer Empathy | Summary and Q&A

September 14, 2020
Stanford Online
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Your At Home Guide to Building Customer Empathy


Learn about the importance of filling the innovation funnel with a variety of ideas and how to seek inspiration and empathize with users through interviews.

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Key Insights

  • 🌥️ Filling the innovation funnel with a large volume of ideas is necessary for achieving innovation and finding success.
  • 🔠 Inspiration is a deliberate practice of seeking unexpected inputs and can be triggered by encounters with the unexpected.
  • 👤 The journey map should start based on the user's experience, and it is important to capture their emotional progression through the experience.
  • 💁 Inference and abductive reasoning are important in interpreting surprising information and generating insights.
  • 🖼️ Frame evaluation helps in refining the problem statement and identifying the direction for ideation and solution development.
  • ❓ Interviewing customers may require different approaches and patience to gather valuable insights.
  • 👶 Trust-building is essential before diving deep into interviews with customers, especially with unfamiliar or new relationships.
  • 😃 Integration of qualitative insights and big data can enhance the depth and insights gained from data analysis.
  • 😮 The user empathy map has been replaced with a simpler approach that focuses on surprises and interpretations.


yeah we're happy you're here so jeremy i'm really happy to be with you and um we are going to be running through some tools as you might guess very quickly and actively with you um i'm broadcasting from my home jeremy's in his home here in shelter in place in california um so wanted to start we'll click through a few slides but first by virtue of i... Read More

Questions & Answers

Q: How do you choose the starting point for a journey map during an interview?

The starting point should be determined by the user's experience and can begin at any relevant moment, even if it is before the expected starting point. The focus is on capturing the user's journey, so the interview should start where they feel their journey begins.

Q: How do you integrate rich qualitative information with big data?

Qualitative insights obtained through interviews can serve as a starting point for exploring big data. The interviews can provide specific questions to ask and help guide the analysis of vast amounts of data.

Q: How do you work with customers who are not providing much information during interviews?

Some interviews may require more effort and patience. It is important to ask open-ended questions, be patient, and explore different angles to elicit more information. The goal is to build trust with the customer and create an environment where they feel comfortable sharing.

Summary & Key Takeaways

  • This video introduces updates to tools used in the empathize and prototype course and shares new techniques for virtual work and empathetic conversations.

  • The video emphasizes the need to generate a large amount of material and ideas to achieve innovative results.

  • The speakers discuss the importance of seeking unexpected inputs and using inspiration as a disciplined practice to stimulate creativity.

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