Designing with Empathy: Prioritizing User Wellbeing

In the Hidden Corners of Design: The Unseen Influence on Choice

During my experience as a designer, I've often encountered probing questions and dilemmas regarding the why and how of design decisions. Recently, a particular concept seized my attention and sparked a tide of thoughts about the role of ethics and empathy, or rather the noticeable absence of it, within the culture of design.

While casually browsing Instagram, my eye was drawn to a post by UI_gradient, an account recognized for its understanding of User Interface (UI) design. The post brought into focus the "Decoy Effect," a phenomenon that deftly nudges consumers into making choices that seem in their favor, but in reality, tilt the scales towards the benefit of the companies presenting these options.

A Closer Look at the Decoy Effect

Picture this: you walk into a cinema, and before you stand three popcorn size options - small for $3, medium for $6, and large for $6.50. Naturally, you lean towards the large popcorn, given its promise of greater value for a minor price increase relative to the medium size.

So, what's really going on here? This setting has been carefully orchestrated to make the customer feel they're getting the best bang for their buck. The seemingly overpriced medium option exists to steer consumers toward the larger popcorn size.

A Question of Ethics

This issue extends beyond customers doling out a few extra pennies. It delves into the realm of subtle manipulation and encourages overconsumption. Companies that employ these tactics aren't just tinkering with consumers' decision-making processes but are also cultivating a culture of excess, persuading users to opt for more due to pricing strategies, not their actual desires or needs.

As designers, it's important to remember that our roles involve more than crafting visually appealing and user-friendly designs. We carry a responsibility to integrate ethics and empathy into our work. Manipulative pricing and the Decoy Effect serve as stark reminders of how design thinking can go off track, revealing a stark lack of empathy towards consumers.

The Designer's Predicament

We need to examine our own practices: Are we creating designs that genuinely cater to users, or are we more like puppeteers, cleverly manipulating an illusion of choice to achieve business aims? Is our design culture truly rooted in empathy and understanding, or are we merely implements used by corporations to attract and control consumers?

To me, good design has always gone hand in hand with empathy. It's about getting to the heart of users' needs, desires, and challenges. As we shape the user experience, we must strive to empower users, not exploit them.

A Step Toward Fairness: Reconsidering Pricing Strategies

Let's explore a 'Step Pricing' strategy as an alternative.

You step into a cinema and are faced with three popcorn sizes. The small is priced at $3, the medium at $4.50, and the large at $6. This strategy does away with the decoy, the artificially inflated middle option. It respects user autonomy, allowing them to choose based on their appetite or desires rather than a skewed perception of value.

'Step Pricing' promotes thoughtful consumption. It's an empathetic approach that aligns the business's and the user's interests, offering the company a profitable structure while providing the user with a transparent and fair choice.

Designers as Champions

Our role as designers extends beyond creating visually attractive and functional designs. We have an opportunity and an obligation to influence ethical business practices positively. By advocating for models like 'Step Pricing', we can help bridge the gap between business objectives and user needs, fostering an environment of trust and transparency that benefits everyone involved.

Keep in mind that our aim isn't just to make things aesthetically pleasing - it's to make a real difference in people's lives through thoughtful and empathetic design practices. Let's remember this as we shape the future of design.

Design wields the power to shape societies, sway behaviors, and alter lives. This power, however, must be exercised responsibly. As designers, we should aim not just to improve aesthetics or usability but also to uphold ethical standards and demonstrate empathy toward our end-users.

By challenging existing models like the Decoy Effect, we can foster a design culture that respects user autonomy and advocates for thoughtful consumption. Let's embrace strategies like 'Step Pricing', prioritizing the user's needs and well-being.

Remember, we are not just designers - we are advocates for the user, mediators between businesses and consumers, and essential contributors to the drive toward a more ethical and empathetic society. It's our duty to ensure that design remains a force for positive change, encouraging a better, fairer world one design decision at a time.

Let's commit to ensuring that design and empathy continue to be inseparable concepts.