Catherine Walker

Start with Empathy: Content Strategy and Design Thinking

Your brand’s voice is critical to building meaningful relationships with customers. It turns touchpoints into conversations and brings meaning to your products and services. At PayPal, we’ve been focusing on customer needs and emotion in a new approach to content design. Using empathy and design thinking, we created a repeatable and scalable methodology that brings voice and content strategy to the forefront of the design process and hits the mark with customers. Join us as we share how empathy can bring your brand’s voice to life, transform your customer experiences, and help you influence your teams.

This session will show you:

  • Why it’s critical to balance customer needs with business objectives and how you can lead the charge.
  • Ways to build empathy, connect with customers, and make content strategy a key part of your design process.
  • An actionable approach to developing your own methodology and influencing stakeholders.


I love creating compelling customer experiences and empowering others to think differently. After cutting my teeth at a digital agency, I joined PayPal as a Content Strategist, bringing design thinking and customer advocacy to every challenge. Now, I lead a cross-functional team of designers focused on helping customers through critical moments in our Resolution Center.

Co-Presenting With

Karin Ikavalko