Great Design Starts with Empathy: The Human Side of UX

About Ricard

Can you tell me about your role right now and the path to get there?

Right now, I lead creative strategy at Dos Lados Marketing Corp, where we focus on designing thoughtful, high-impact experiences for brands ready to grow. My role blends storytelling, design, and business strategy to help clients connect more deeply with their audiences. What I love most is working at that intersection, where ideas become tools for change, and creativity becomes measurable.

The road here wasn't linear, but every step added something essential. I started with hands-on tools like CorelDRAW and Photoshop, then earned a degree in Mass Communications with a major in Advertising. Along the way, I picked up sound production through ProTools and deepened my design thinking at Vancouver Film School. That's where I really leaned into UX, information architecture, and interactive design; skills that now anchor many of the projects we take on at Dos Lados.

Professionally, I've moved across disciplines: from freelance design and music, to media production, to tech and digital strategy. Every role, whether in a radio studio or a creative lab, sharpened how I see user needs and business goals. Now, at Dos Lados, we bring all of that together. We help clients design with empathy, execute with clarity, and grow with purpose.

Building Experiences People Love

What's one thing you've seen consistently make people love the experience when it comes to your field? How do you know when you've hit that emotional sweet spot with users?

"People light up when they feel understood. It could be the words, the visuals, or the flow of the experience. When it reflects who they are, they lean in. It's like walking into a space that already knows you."

Everything feels intentional, and that emotional connection sticks longer than any clever feature.

Color plays a quiet but powerful role. It guides attention, sets tone, and often speaks to emotion without needing explanation. Add to that a touch of surprise, a small animation, a clever layout shift, and suddenly the experience feels alive. Those small, delightful details remind users someone thought about them.

You know you've reached that emotional point when feedback gets personal. People say things like "this feels like me" or "I didn't expect that, but I loved it." It's no longer just a tool, it's an experience they remember. That's when trust starts to build.

Can you share a moment when you realized something you built really connected with someone?

One moment that stands out was during a project for a wellness-focused mobile app. We weren't just designing screens. We were designing for people who were anxious, tired, or overwhelmed. After the launch, someone told us the experience made them feel more in control. That stuck with me. It wasn't flashy. It was thoughtful, and it helped.

I've worked on everything from branded interfaces to sound design. Each piece is part of a bigger system (products, platforms, ecosystems). But the ones that hit hardest always start with empathy.

"If you understand what someone is going through, you can design something that supports them, not just serves them."

Clarity and emotional depth go hand in hand. People don't just want something that works. They want something that feels right. So when the design stays out of the way and helps them feel seen or supported, you've done more than build a feature; you've made a difference.

What's a small detail or decision that made a big difference in how people responded?

I once worked on a product page where we made two small changes: adjusted the color contrast and restructured the visual flow. That was it. But the difference in how users behaved was immediate. They engaged more, stayed longer, and moved more confidently through the experience. It reminded me how even the smallest visual choices can shift the entire mood.

I've seen user tests where people choose the more polished-looking option, even if it's not the most functional. The perception of ease and elegance is powerful. Of course, strong visuals need a voice behind them too. If the tone doesn't match the design, the whole thing feels off. So it's never just one layer. It's the combination that matters.

What still surprises me is how many sites aren't optimized for mobile. In this day and age, that's a message. It tells users they weren't considered. Every detail speaks, even the invisible ones. So no matter how small something seems, it deserves attention.

How do you currently understand or measure whether people actually love what you've created?

Ideally, every project would come with time and budget for deep testing. But that's not always the case. So we weave lean research into the process wherever we can. Sometimes a client brings data. Other times we do our own interviews or watch how people use the product. Even a short chat can reveal things that metrics miss.

Some of the best feedback isn't spoken. It shows up in the room during a presentation. You'll see a subtle pause, a smile, or a nod. That shift in body language means the design didn't just land; It connected. Those small, honest reactions tell you more than a long survey ever could.

Mockups tend to be the moment when it all clicks. Wireframes help us build structure, but they're often too abstract for people to connect with. Once you bring in visuals, tone, and rhythm, people light up. That's when the work becomes real, and that's when you know it's doing its job.

Who Does It Well?

If you're looking for inspiration - what companies inspire you?

When I'm searching for inspiration, I don't limit myself to my own industry. I explore award-winning interfaces, physical products, and experiences outside tech. One company that stands out is Nanuk. Their products feel like they're built with care. Every part has a reason to be there. It's durable design that still feels intentional and personal.

I also admire brands that make complexity feel simple. Whether it's in their interface or their service, the experience is calm, clear, and confident. In this case Apple has always been a reference. That level of focus doesn't happen by accident. It takes discipline to make something feel effortless.

But the place I draw most inspiration from is music. Always has been. I look at how artists use sound, visuals, and performance to connect. I borrow from album covers, live sets, even how lyrics are placed in space. The tools are different, but the goal is the same: create an experience people can feel, not just use.

What's a brand that consistently makes you feel something when you interact with them?

I'm most drawn to brands that feel like they're paying attention. Sometimes it's something small, like finding a thoughtful, unexpected extra in your order. No added cost, no big announcement. Just a quiet gesture that makes you pause and smile. It shifts the experience from transactional to personal, and you remember it.

Packaging plays a big role too. When it's designed with care, made from sustainable materials, and reflects the brand's values, it tells a story before you even touch the product. That first interaction sets the tone. And when it feels intentional, it builds trust right out of the box. It shows respect for both the customer and the world around them.

Lately, I've been noticing how AI tools are starting to create this same kind of emotional connection. These systems are becoming more present in our lives, and when they're designed well, they feel almost empathetic. There's a sense that they're there for you: ready, reliable, and attentive. It's a new kind of relationship, one that feels less like tech and more like support you can count on.

Can you think of a company that seems to really understand their users' emotions? What do they do differently?

Some companies genuinely feel like they're listening. One that stands out is Canva. It takes something that once felt exclusive, like design, and makes it accessible to everyone. You don't need formal training. You just dive in, and it all feels intuitive. That ease builds confidence, and confidence builds loyalty. But while Canva nails simplicity, I still have a deep respect for Adobe. As a designer, I see Adobe's tools as more advanced, more robust, and often the standard across industries.

Adobe has also evolved. With tools like Firefly, they're clearly paying attention to where design is headed. They're opening the door for younger creatives and non-designers, giving them a powerful way to experiment without being overwhelmed. That shift shows empathy, not just for professionals, but for new voices finding their way into design. It's exciting to see a legacy brand embrace accessibility without sacrificing depth.

Spotify is another strong example. It doesn't just play music. It curates soundtracks that somehow match your mood, your pace, even your week. It's like the app is quietly observing and offering just what you need. What these companies do best is remove barriers while keeping the experience personal. They simplify, but they don't flatten. They create tools that feel more like a dialogue, and that's where the magic happens.