This group of an ad from McDonald’s. It is called “Rain”, which is a group of ads with an impressionist style. It completed by creative agency TBWA. It is a totally different style of ad compare before. McDonald’s uses French streets as the background and through post-production. Show the view through the glass on a rainy day. Cleverly conveyed the strategy concept of “choose McDelivery in rainy days”. Rainy weather is the weather that everyone does not want to go out, a lot of people will imagine that if I can choose delivery it will be perfect. and McDonald’s stands in the customers to provide customers with a perfect solution.
This is exactly the “Empathize” point in advertising. It is the centerpiece of a human-centered design process. The designer should understand customers, within the context of your design challenge. It is your effort to understand the way they do things and why their physical and emotional needs. It is a common phenomenon that rainy days lead to a decline in customer flow in the store. so the company offers perfect services — McDelivery. You just order online and you can get hot food as soon as possible.
In order to give us a better understanding of empathize and design thinking, we were asked to interview passersby for some shoe choices as a group. It have three point about how to empathize: Observe: View the status and behavior of the interviewee. Understand his background.
Engage: List the questions you want to know and talk to the interviewee in a guided way.
Watch and Listen: Patient listening is respect to others. Also, ask someone to show you how they complete a task. You need insights into people’s behavior.