Motivation Through User Empathy (Michael Kronthal)
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Motivation Through User Empathy (Michael Kronthal)

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This session will describe a company-wide program to generate user empathy among one company's engineering workforce through direct user interaction. Attendees will learn about how the program was ...

This session will describe a company-wide program to generate user empathy among one company's engineering workforce through direct user interaction. Attendees will learn about how the program was designed to address key challenges, the results achieved, and the lessons learned.

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  • Clearly define or reframe problems <br /> Inspire new ideas <br /> Common focus within a team, less arguing <br /> Improve interpretation of data and better decisions <br /> Make employee’s work more meaningful <br />
  • Biological systems that create long-term memory can’t get fired up by spreadsheets of data
  • Logistics <br /> Rigor <br /> Relevance <br /> Participation <br /> Scalable <br /> Measure
  • Logistics <br /> Rigor <br /> Relevance <br /> Participation <br /> Scalable <br /> Measure
  • Logistics <br /> Rigor <br /> Relevance <br /> Participation <br /> Scalable <br /> Measure

Motivation Through User Empathy (Michael Kronthal) Presentation Transcript

  • 1. MOTIVATION THROUGH USER EMPATHY Michael Kronthal (@mkronthal) Sr. Director, User Experience Research U X PA 2 0 1 4
  • 2. user experience research @ Yahoo make our products useful, usable, and delightful by connecting our teams with our users @mkronthal
  • 3. @mkronthal
  • 4. Companies prosper when they tap into a power that every one of us already has – the ability to reach outside ourselves and connect with other people “ ” empathy is important Dev Patnaik Wired to Care, 2009 @mkronthal
  • 5. @mkronthal
  • 6. @mkronthal
  • 7. empathy = direct observation emotional response+ @mkronthal
  • 8. “researcher” roles IN EMPATHY BUILDING
  • 9. influence decisions project teammatesresearcher best possible decision data empathy @mkronthal
  • 10. users project teammatesresearcher researcher as “broker” @mkronthal
  • 11. @mkronthal
  • 12. @mkronthal
  • 13. users project teammatesresearcher researcher as “diplomat” @mkronthal
  • 14. @mkronthal
  • 15. @mkronthal
  • 16. users project teammates researcher researcher as “facilitator” @mkronthal
  • 17. @mkronthal
  • 18. @mkronthal
  • 19. focus on the immediate project team limited researcher resources/budget remote observation/replay lacks emotional intensity limitations of scale
  • 20. motivating at scale
  • 21. 2013 annual goal: user focus Every engineer observes users of their product (users they are not related to), for 1 hour of active use each quarter “ ”@mkronthal
  • 22. RESEARCH LOVE-FEST!!! @mkronthal
  • 23. OR … @mkronthal
  • 24. @mkronthal
  • 25. Every engineer observes users of their product (users they are not related to), for 1 hour of active use each quarter “ ” 2013 annual goal: user focus @mkronthal
  • 26. Every engineer observes users of their product (users they are not related to), for 1 hour of active use each quarter “ ” 2013 annual goal: user focus @mkronthal
  • 27. Every engineer observes users of their product (users they are not related to), for 1 hour of active use each quarter “ ” 2013 annual goal: user focus @mkronthal
  • 28. Every engineer observes users of their product (users they are not related to), for 1 hour of active use each quarter “ ” 2013 annual goal: user focus @mkronthal
  • 29. “project moccasin” Yuser NightsD.I.Y designed for distributed and employee facing engineer teams tips, templates, training posted to intranet for engineers to use designed for co-located consumer facing engineer teams users visit Yahoo for engineer-led “listening” sessions every engineer observes users of their product for 1 hour of active use each quarter Learning Management System records completion @mkronthal
  • 30. Yuser Nights - orientation @mkronthal
  • 31. Yuser Nights – building rapport @mkronthal
  • 32. Yuser Nights – listening session @mkronthal
  • 33. Yuser Nights – team debrief @mkronthal
  • 34. results 30 Yuser Nights worldwide 30% average engineer participation WW 80% consumer product engineer participation Positive engineer feedback (average 4/5): • Increased empathy with my users • Helped identify opportunities to improve my product • Was a good use of my time Extended and expanded in 2014 @mkronthal
  • 35. This is easily one of the best 2 hours spent in my job. User night is the best way for gathering and interacting with real users and gather real unbiased feedback! It gave me a unique perspective into how users use Yahoo Mail and how difficult new things were for them to discover and some of the most common issues that impact them. Sometimes we know things about our products, but its not until we see our users struggle do we actually prioritize and act. It’s invaluable. “ results @mkronthal
  • 36. lessons learned Dedicated Team @mkronthal
  • 37. thank you to the team Wako Takayama Debbie Krysiak Jack Griffin Samantha Shaver Rosie Cabreros HC Lai Sukhada Jog John Hu Joanne Locascio Gary Moulton Sajid Reshamwala Sonja Yeh Jihye Kim Jennifer McNally Mike Shebanek Sarit Arora Kingman Yu Jose Villareal Maria Stone Shirin Sabahi executive sponsors Marissa Mayer David Filo Andrew Schulte @mkronthal
  • 38. lessons learned Dedicated Team Executive Sponsorship User Recruiting Quality Cross-functional Participation Actioning Insights @mkronthal
  • 39. users project teammates researcher researcher as empathy designer @mkronthal
  • 40. We Are Hiring! careers.yahoo.com mkrontha@yahoo-inc.com @mkronthal
  • 41. Thank You! careers.yahoo.com mkrontha@yahoo-inc.com @mkronthal