Being human-centred is at the heart of great Innovation. However, often we can, unintentionally de-personalise customers. Ever heard the phrase “It would be a great job if it weren’t for the customers”? We try and mine big data and attribute numbers and stereotypes to customers. But real and effective insight is based on observation of, and empathy with, real people. We make the best products when we know we are creating solutions for a real person. Our Empathy workshops are designed for those in UI/UX roles or even just those technologists who don’t regularly connect with customers. We use games to enhance observation skills, questioning skills, interview techniques and reframing techniques – all designed to help you gain empathy with the people who are most important – your customers.

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