Figure 1: The Embrace infant warmer.

With these insights, the team was able to create a product that

was easy to use correctly in the locations it was designed for.

They formed a company based on this product, grew it to 90

people, and have helped over 3,000 babies.

By using empathy and focusing on the people who would use

the product—in this team’s case, a literal journey that exposed

them to the feelings and challenges of their users—the