Why Empathy? What We Can Learn From Taylor Swift About Design Thinking
The vibrant atmosphere of Taylor Swift's Eras Tour is set aglow as a countdown timer graces the screen, signaling the imminent commencement of what many attribute to be a life-changing experience. The audience is just two and a half minutes away from witnessing a sold-out stadium resound with Taylor Swift lyrics for an exhilarating three-hour journey through her musical eras. The anticipation built over months, the kaleidoscope of sparkly and colorful outfits adorning excited attendees. The Eras Tour is a sensory feast.
In 2023 alone, this electrifying experience will have unfolded 64 times, with even more sold out stadiums slated for domestic and international crowds in 2024. And, let's remember the Eras Tour concert film grossed $241 million worldwide. Eras is the hottest ticket on the market; how does Taylor Swift do it? How has she created an experience that permeates her longtime fans and the culture?
I must surmise that Taylor understands the human-centered design process at a deeply conceptual level. At the core of design thinking is the ability to empathize with the user, to understand the human. Empathy gives way to understanding the motivations, experiences, and challenges of the people we are designing for. Before all the exciting visuals, choreography, and ideas for the Eras Tour show, Taylor had to be uniquely tapped into the humans in front of her. That's the secret sauce and empathy at work – a genuine connection with the people she's performing for. I frequently delve into the 'how' of empathy, exploring techniques like interviews, surveys, observations, and research. However, it is equally (if not more) crucial for us to distinctly understand the 'why' of empathy. Here are three core truths about empathy we can learn from Taylor Swift.
First, empathy builds trust and engagement. During her shift from country to pop music, Taylor invited superfans to her home for "Secret Sessions," exclusive previews of her music, and fostered a collaborative and personal relationship with her audience. This approach defied conventional celebrity-fan dynamics, allowing for genuine fan input.
Additionally, Taylor uses "Easter eggs" or subtle hints to upcoming projects in her music, further exemplifying her commitment to fan engagement. Rather than distancing herself from the perception of making music exclusively for teenage girls, she leaned into it, creating a space that allowed her fans to connect, express themselves wholeheartedly, and commit at a level that might be dismissed by others. Now, those once-teenage fans have grown into adults with purchasing power, showcasing the long-term success of building a user base rooted in trust, engagement, and mutual respect.
Second, empathy identifies unmet needs. In the music industry, Taylor stands out by continuing to release full albums in a time dominated by singles. For her users, these albums aren't just a compilation of songs but a soundtrack for the human experience – love, loss, insecurities, regrets, and raw emotion. While her music's unique musings and stylings encapsulate a specific time in Taylor's life, the songs take on a life of their own, often becoming a mirror for the listener's life. In a notable instance, one therapist revealed in a New York Times interview that she became a Taylor Swift fan because many of her clients used Taylor’s song lyrics to articulate feelings and thoughts they struggled to express otherwise. This illustrates a profound impact of empathy; Swift's music can give voice to aspects of her listeners' lives that may otherwise remain unspoken, offering a powerful connection between the artist and the audience.
Third, empathy inspires creativity. Taylor's connection with her fanbase - “Swifties” - reflects a genuine understanding and care for her audience. When the rights to her art were acquired, Taylor chose an unconventional path. Opting to reclaim ownership of her music, she began an ambitious project of re-recording her first six albums. Despite industry experts dismissing this decision, labeling Taylor's Versions of the music as a misstep, Taylor's insight into the mindset of Swifties proved invaluable. She recognized that her dedicated fans would passionately support her cause, anticipating their eagerness to replace the original albums with Taylor's Versions. This foresight has defied industry expectations and resulted in record-breaking release weeks for her re-records. This success catalyzed her next creative idea, the Eras Tour.
Education can learn from Taylor Swift and her utilization of empathy by engaging with users at all levels – teachers, students, and families. Imagine how our educational systems might develop if we took the time to listen to school users every day. We may see higher retention of teachers, equitable solutions for students, or innovative new school models.
I once participated in a Startland design thinking session with a local charter school, Academy for Integrated Arts, seeking ideas for teacher sustainability and increased student outcomes. Teachers interviewed one another about their current experiences as educators, listening to each other’s pain points, hopes, and wants. Additionally, they reviewed and reflected on student surveys to understand their experience and held space for family input through listening tours. This empathy work led the school to dream up a brand new team teaching model that they are currently implementing and testing. Empathy’s influence was achieved.
On July 7th, at approximately 7 pm in Kansas City, the countdown timer hit 0 and I saw Taylor Swift emerge from the center of the stage for the first time. The transformational experience felt perfectly designed for me, a longtime Swiftie. Taylor has cultivated trust, fulfilled needs, and sparked creativity through her empathy for fans and humanity at large. We are all better for it, and education can learn from it.
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