Designing Experiences with Empathy | Boris Andre Gomes | TEDxATLAS University

Core Idea - Experience design is not just a job, but an integral part of one's identity, influencing how one interacts with oneself, family, and team [8][9] - Dr Reddy's emphasizes the importance of designing experiences with the user's feelings and emotions as the starting point, rather than focusing solely on driving actions [21] - The company's experience design team aims to integrate the organization's purpose of "Good health can't wait" throughout the employee base [24] Application in Pharma Industry - Dr Reddy's uses experience design to help employees understand diseases and treatments, fostering a connection to the company's purpose [25][26] - The company utilizes visualized mechanisms of action for complex molecules to highlight their impact on patients, instilling pride in employees [27] - Experience design is applied to improve manufacturing processes by redesigning SOPs with color, structure, and formats for better memorability and execution [31] Employee Experience - Dr Reddy's focuses on the entire employee journey, from recruitment to departure, carefully curating every interaction [32][33] - The company uses gratitude sessions to promote positive feelings among team members [15][16] - The company celebrates employee birthdays and farewells with significant effort [17] Methodology - The company's approach to experience design involves understanding the desired user feelings, motivating the experience provider, and focusing on micro details [35]