The theory of Web design: A reflection on the user's position

In the book of "Need to change-the power of Design", the author has actually been around a problem, what is empathy, how to develop empathy?
The book states, "Empathy is knowing, feeling, and experiencing other people's feelings, thoughts, experiences, and not having these real feelings, thoughts, and experiences." ”
To be simple, empathy is a way to think about problems in other people's shoes. This is like the old saying "do unto others, others" expatiating.

Design must satisfy people for some purpose, so designers need to understand how people interact with the products you design. The process of design is to find the problem, the process of solving the problem, what people, in what environment, what to do, why to do, what they will do, what kind of feelings? These are the problems that designers are thinking about throughout the design process. And in the process, we need to keep telling ourselves "I Am not the Target User"!
From the perspective of demographic segmentation and market statistics is not enough to let us fully understand our users, the cultivation and application of empathy can help us in the changing market, more real and profound understanding of users and their capabilities, needs, expectations, and then put forward elegant, beautiful solution.
First, empathy and compassion are two completely different concepts. Compassion means compassion, which leads us to distance ourselves from others or groups, without respect or even a sense of superiority, and compassion loses objectivity and causes lookers-on.
Empathy, like a certain degree of curiosity, gives us a deeper understanding of our users. Through his experience to understand the subjective experience of a person or group of people, this generation naturally avoids the sense of distance and also guarantees objectivity. Do not install the user.
On the topic of pretending not to be a user, Keso and Raven are actually talking about two aspects of a problem, not contradictory.
From a design point of view, we need to install the user, and is the generation of thinking, which is to avoid the ego-centric design. Standard thinking, self-righteous and experiential are the most wrong things I've seen in the present. They're basically not going to look at the data, and they're not going to take care of it. Whether the user is a novice or an advanced user, they are always "what do I think the user will do after completing this step" or "in my years of experience, this How the place should be "to determine a page, how a process can ultimately be designed, and not tested, and not collected, because they don't have the data at all, and they don't even know what target users are interviewing, or where to find a department that is in close contact with the user, such as customer service and other information collection. They always regard themselves as a designer, a manufacturer, not to care about how users are used.
From the point of view of the result, we are not the target user (I Am is not the object), no matter how it is installed.
However, this does not prevent us from bringing empathy into the design. Transposition of the thinking let us know which of our practices are wrong, and we can also understand what the user's ideas are wrong, and how these erroneous ideas are generated? So, we know how to guide users to avoid this wrong way, resulting in a good user experience, so that users keep shouting "Ah!" The original is this, this designer than I think more thoughtful.
Always want to be in front of users, to create surprises to users, guide users to discover and accept these surprises, this should be the responsibility of each designer.

Well, when I wrote this, I found I couldn't write anymore. Because this topic suddenly reminds me of the beginning of the 09 UCD Neighborhood TOPIC:

A bit off track, go on.
on how to develop empathy, the author uses a lot of space to talk about the problem. The general view is that simple quantitative research makes the final data just a pile of paper-like furnishings, designers are unwilling to look at the boring data, the study report thickness and his effect is inversely proportional.
The combination of qualitative research and the empathy of the entire team can ultimately create a truly useful deliverable. A truly reliable deliverable should contain three features: clear, straightforward, appealing to readers, telling stories.