We tend to think of machines and humans as opposites, unlikely bedfellows at best. One: hard, plastic and unfeeling. The other: soft, supple and empathetic. The last of these qualities is at the core of what many of us think it means to be human – we care. But feelings aren’t just signs of human depth; they’re tools, mental shortcuts, that inform and guide our behavior, explains Christopher Noessel, global design practice lead, Travel and Transportation, IBM.