Listen to build. Why dialling into empathy with users can help build better brands and products

Justin Berkovi, Chief Product Officer at Your.MD, shared some insight into how Your.MD is dialling into empathy with its users during Covid-19 in his talk at the 99//Club Digital Festival last month.

He described the responsibility they feel in Covid-19 to “capture the hearts and minds of the here and now for our users and land them in a familiar territory that aligned to their expectation”.

“We are not only pivoting our product but embarking on a deep dive into our brand”, said Justin. “So we need to speak to these people and understand their pains”. But how can you achieve that kind of connection when we are all still social distancing?

He explained how Your.MD is using live video conferencing to overcome the distance; “We put products, prototypes and brand messaging in front of these users before going to market and we get validation and we get results instantly.”

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.

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