Inspire confidence with instructions that help users make the jump from one service to another. These need to be rooted in the user’s current knowledge of the system, not their future behavior.
“The greatest thing we can do and offer is to be great listeners and have to have empathy for your culture to understand what is the truth.”
— John Jay, global executive creative director at W+K
One of the most important skills of a designer or creator is empathy. Without it you’ll fail to connect with users and clients in a meaningful way.