Audience empathy process

(fun upbeat music)…- For us designers,…there is little more debilitating than the blank page.…When we're dealing with the idea of designing for emotion,…how would we find a hook that we could use…that would lead us towards something…that's going to be emotionally relevant for our audience?…Let me show you a quick exercise.…This is called an emotion pattern exercise.…There's really four stages in this exercise.…We start off with the audience.…

How do they feel now?…How do you want them to feel?…What triggers this in real life?…And then, what patterns do you see?…So, I thought I'd take you through a really quick exercise…and give you an example, all right?…So, let's say for instance our product is trucks…and we have our audience already dictated, all right?…So, we understand who our audience is.…So, when we start with the idea of how they feel now,…what we're really getting into…are what are their motivations now emotionally.…And really there's two great motivations for all humans.…

We are driven by what we love…and we try to alleviate what we fear.…