Wearing the Empathy Suit

Chrysler’s empathy suit

Let’s go out on a limb and say most minivan buyers have multiple children, and many of those have at least one child that needs a car seat. If your family is still growing, what’s it like to actually use a minivan?

Chrysler’s new Test of Ownership ad campaign focuses on the daily user experience of their minivan, and shows how their team uses a pregnancy-simulating “empathy suit” to test the van’s features.

Often times, the team designing and building a product is not part of the target audience. It’s easy to forget this simple fact and miss your customer’s mark by a wide margin. Be prepared to go out of your way to test that your product works for people.