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[Audio] Step one, Empathise with customers' perceptions and feelings. To feel what your customers feel about your product or service, try these approaches. Firstly, think about your customers' profile, for instance, their age, gender, income level, location, and lifestyles. How this might affect their experience? Next, map out the user journey. Then, put yourself in the shoes of your customers, and imagine going through each step of the user journey. Ask yourself how you would feel if you were them? It is important to consider different scenarios, including those that may seem unlikely, such as a customer not receiving their products. It will be even better if you experience this process yourself. Recall Guideline 1. Understand customers deeply: the best way to empathise with your customers is to fully immerse yourself in their lives. Doing this allows us to detect potential challenges and negative emotions our customers may experience..