Why Empathy is the Secret Sauce for Products People Love

How Feeling First Can Transform the Way We Build and Use Products

Imagine a world where every product you use feels like it was designed just for you. The button you press brings a smile, the message you receive feels supportive, and even the error screens seem to understand your frustration. This isn’t magic—it’s empathy at work, and it’s the core of Jon Kolko’s groundbreaking book on empathy-driven product design. Empathy is the ability to step into another person’s shoes, to feel their joys, frustrations, hopes, and fears. In the context of product design, it’s the force that bridges the gap between what people say and what they actually need.

Kolko argues that successful products are built not just on data or features, but on a deep understanding of the human experience. He shares stories of teams who went beyond surveys and analytics, spending time with real users in their environments, observing their routines, and uncovering the subtle, often unspoken needs that drive behavior. One team, for instance, discovered a critical product opportunity not by asking users what they wanted, but by watching how they coped with anxiety in a yoga class—leading to a solution that addressed mental well-being, not just physical fitness.

Empathy doesn’t just happen. It’s cultivated through intentional practices: ethnographic research, role-playing, shadowing users, and creating rituals within teams that keep the user’s story at the center. Kolko emphasizes the importance of synthesis—turning raw observations into actionable insights. Teams cover walls with sticky notes, quotes, and sketches, looking for patterns and crafting bold, simple statements that capture the essence of user needs. These insights become the north star for product strategy, shaping everything from the emotional value proposition to the tiniest design detail.

But empathy’s influence doesn’t stop at launch. The best organizations build cultures where empathy is a shared value, reinforced through storytelling circles, gratitude boards, and visual rituals that keep users’ voices alive. The result? Resilient, innovative teams who weather setbacks together and create products that truly matter. Empathy is contagious—when one person practices it, others follow, and the ripple effect can change not just products, but lives and societies.

Kolko’s book is a call to action for anyone who wants to make a difference through design. It’s a reminder that the most beloved products are those that see us, hear us, and care for us. If you want to build something unforgettable, start by feeling first.

Ready to put empathy into practice? Dive into the book, and you’ll never look at product design the same way again.