Why empathy and objectivity are the keys to product success


When BiC designed a ballpoint pen ‘For Her’, the company could hardly have imagined the negative backlash from women insulted by the pink and purple pens, ‘designed to fit comfortably in a woman’s hand’. However good the company’s intentions, the results were embarrassing and patronizing – almost as if women had not been consulted as part of the design process. No matter who you’re designing for, there’s always a chance you can get things wrong if you don’t pay attention to your users. Simply keeping them in mind is not enough – for a product to be a real success,…

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