Empathetic user design

Abstract

Motherhood is often a source of guilt, conflict, and ambivalence, and any communication about motherhood must be governed by an ethic of care and principles that take into account the fraught nature of such an identity. Social media provide individuals with new ways to discuss aspects of and share information about motherhood in different communication settings. Within this context, this article presents the results of 18 qualitative interviews of "mommy bloggers" and reports on the communication design principles and techniques these individuals employ to reach audiences of women. It also takes into account the contexts of users through social media. Overall, these bloggers use communication strategies such as identification, a rejection of perfectionism, an ethic of care, stories and narratives, branding, interactions with users, and a conversational tone to reach the target audience of women. These women act as professional communicators online by understanding this audience, living the reality of this audience through their own experiences, and designing communication that appeals to and ultimately improves the lives of their users. A study of their communication patterns can provide communication designers with insights on what I call empathetic user design and the importance of lived experience as authority.