"You never really understand a person until you consider things from his point of view, until you climb in his skin and walk around in it," declares Atticus Finch in Harper Lee's To Kill a Mockingbird. Gaining that kind of empathic insight is helpful not only for fostering humanity, but for improving business results....
Ultimately, there is no magical question that will elicit what the C-suite and IT leaders need to know about their customers. In fact, some customers may not even be able to articulate exactly what caused them to feel less than satisfied. The solution to that problem is not magic, but science.
Even when people can't find words for what they are feeling, sensors can pick up on the signs of stress that, when combined with contextual data, can reveal the emotional triggers that define a customer's experience. That's where design consultant Elliot Hedman comes in. Experience designer at mPath, Hedman has developed a methodology that combines stress-testing sensors with traditional observational techniques.
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| Graph from mPath |
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