Empathy: The Essence Of Design

Darshan Gandhi founded the Godrej Consumer Products Ltd. (GCPL) Design Lab, where she works as a senior consultant on strategic projects. She is also a mentor at the Design Studio at Godrej Properties and has recently founded The Darshan-Gandhi Design Company. The design thinker, educator, and creative impact strategist, talks about the importance of empathy in the design thinking process.

JS: Why is empathy crucial to a human-cantered design process?
DG: We design for human consumption. From need mapping to functionality, and even post-consumption empathy, allows one to integrate all aspects. A design process rooted in empathy, helps create a bridge between commercial and social aspects. That is how we manage to generate ideas that benefit the community and are heavy on inclusivity. 

JS: Could you give us some examples of good design that used empathy?
DG: I would say everyday objects that become silent companions. These are in the background and help one become more productive. 

JS: According to you, what is an example of good design in recent years and why.
DG: At Godrej, I would say the Godrej Aer Pocket and Godrej Protekt magic Powder-to-Liquid Handwash (are examples of good design). These ideas were born out of our R&D at the Godrej Design Lab. These products democratise luxurious experiences and make them affordable for the masses. They are aesthetically pleasing and have a high sensorial value too. 

Another product that comes to mind is the Godrej Expert hair colour. The beauty of it was how we could strip away the extra packaging and be able to provide value. 

JS: How do you approach the design process when working on a project?
DG: Design practice is purpose-led and contextual (to the industry, the category, and even the problem you are trying to define). Each project requires a different design intervention. As a designer, it is important for me to design the process before I get to designing. Principally the foundation is the same, the application and the stages vary. I have realised the importance of combining innovation, empathy, and business when coming up with ideas and prototypes. 

Businesses typically value commercials and empathy gets side-lined. In the design process, the business aspect should not be without empathy, and empathy should not be without the business aspect. 

JS: How has design thinking changed in the digital age?
DG: Design for the digital age is still at a nascent stage. While there is a huge demand in product development, we are still at the initial stages of what we can achieve. Some designs come to mind, like Kindle, which marries the physical object with digital very well. We do, however, have a long way to go. We are still learning the medium, we need to understand how to integrate empathy and our understanding of human behaviour on this medium. At the moment we are primarily dependent on technology advancements. Having said that, it does offer a lot of opportunity for innovation in design education and processes. 

JS: What are your interests outside of work?
DG: I enjoy pottery. In fact, spending time at the wheel helps me unwind.  I also enjoy designing spaces.