Empathy-based software design makes sense, but like many apparently sensible ideas, most will miss it. The right way to start is to put yourself in your customers' shoes, look at the world from their perspective, and feel for yourself the delight and frustrations your end user might feel. Listen and understand the reasons why users will want to engage, will want to use this application, and what their context and intentions are. You then focus on creating an effortless and situationally appropriate experience. Respect the consumers' preferences.