Synthetic user research & building business empathy

Articles, ideas, and news about UX/UI design and related spaces.

Team Designlab
Team Designlab
Jun 28, 2024
Min Read


What is Business Empathy?

  • “Business Empathy” is described as the ability to understand the unique context of the business for which a product is being designed, thereby enabling the creation of user behaviors that lead to business outcomes.
  • This goes beyond user empathy: it requires an in-depth understanding of what drives the business, including customer types, unique value props, revenue strategies, and more, allowing designers to craft UX that strategically aligns with the business's goals and contributes to its success.
  • “Making things easier or reducing clicks does not give certainty of business success. Users still may not onboard, perform transactions, sign up for offerings, or want to pay you just because the experience of using the product is easy. To be able to craft business-centric behavior, what does it take?”

Synthetic Users: If, When, and How to Use AI-Generated Research

  • UX trailblazer Jakob Norman takes an insightful look at the tool Synthetic Users, which creates AI-generated personas used in user research, breaking down scenarios where this sometimes polarizing form of research can be highly useful. 
  • The approach is particularly beneficial in scenarios where privacy concerns, scalability, and cost are significant factors: AI technologies to generate and evolve synthetic users, ensuring that they closely mimic human behavior patterns, accelerating complex research processes. 
  • “According to Hugo Alves, cofounder of Synthetic Users, the product's particularly useful in scenarios where swift decision making is crucial and absolute certainty isn't required. The tool allows teams to access the thoughts, reflections, and emotions of specific user groups, providing timely and frequent access to user insights.”

So You Launched an App... Now What?

  • UX designer and thought-leader Paul Boag takes an insightful look into effective strategies for improving websites post-launch, emphasizing the importance of ongoing optimization to enhance user experience and performance rather than just “walking away”. 
  • The notion of continuous development is encouraged, focusing on the use of analytics, A/B testing, and updating and then assessing new content as important means to keep your product accessible, relevant, and fresh. 
  • “Once you’ve solved one issue, return to your analytics. Find the next biggest problem. Repeat the whole process. As you fix some problems, more will become apparent, and so you’ll quickly find yourself with an ongoing program of improvements that can be made.”


Alejandra Gutierrez, a UX Academy graduate, brings a wonderful sense of playfulness and whimsy to the design of her portfolio. She also creates a throughline of travel and community in her work, creating an app for individuals who want to easily plan exploring multiple cities when traveling, as well as an end-to-end mobile design for those who have moved to a new city and are looking to build connections.

Got a portfolio you love that you’d like to share with our audience? Email your suggestions to


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Gain confidence using product data to design better, justify design decisions, and win stakeholders. 6-week course for experienced UX designers.