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THE EMPATHY PROCESS APPLIED TO UX DESIGN
Last modified: 2018-09-10
Abstract
With the increasing evolution of the technological media especially in the web, design has great relevance in the process of dissemination of communication and interface. However, transformations from the globalized and at the same time cybernetic world are extremely constant related to the role of design versus the real needs of the individual. The focus of design on the objectification of form and function in a particular project, today takes on an effective engagement with the user experience. Design becomes much more than the appearance of a product / service, or the screens with which the user interacts from the information architecture. Knowing the essence of the users and idealizing the personas that will be strategically part of the solutions of the project in question, allow the creation of a redesign for an institutional website focus of this article, based on the emotional design. According to Norman (2007), the way people deal with and use the information and the influence of these processes on the emotions, identifies itself in three levels of processing, the visceral level - related to the perception, the behavioral one - involving learned answers, but automatic, emitted by the user and reflective - starting from conscious thought. Such expertise provides a differential in strategic decision making that goes beyond the aesthetic factor and interaction of users with the product, fostering the audience and loyalty based on empathy.
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