Building organisational empathy: bringing stakeholders on the journey
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In this talk Dan discussed why it’s crucial for the success of a project to engage stakeholders and bring them on the journey. He showed us practical methods for building understanding and empathy among crucial stakeholders and turn HiPPO (Highest Paid People’s Opinion) Centred Design into Human Centred Design.
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Building organisational empathy: bringing stakeholders on the journey
- 1. eXperience Design Brisbane - 21st February 2018 www.peakxd.com.au Building organisational empathy: bringing stakeholders on the journey Daniel Naumann – UX Designer
- 2. Overview • Why it’s important • How you achieve it
- 3. Why?
- 4. Engagement is a success factor https://pxhere.com/en/photo/580993
- 8. Engagement > Understanding > Empathy
- 9. How?
- 10. Kick off meetings, Stakeholder interviews, Stakeholder workshops First seek to understand
- 11. • Active involvement in user research • Watch sessions with real users Exposure to the users
- 12. Group research analysis sessions Absorbing and organising research data
- 13. Postcards from the field
- 14. Share user research > Sketching > Share ideas & discuss > Stakeholder engagement Co-design workshops
- 15. Help bring them on the journey and change their mind Test their ‘great’ ideas
- 16. Recap • Bad things can happen if you don’t engage stakeholders • Engagement > Understanding > Empathy • Empathy changes focus to user outcomes • There are lots of way you can engage stakeholders
- 17. Daniel Naumann danieln@peakxd.com.au www.peakxd.com.au Follow us: @PeakXD #peakxd18
Editor's Notes
- Slide 1: Building organisational empathy: bringing stakeholders on the journey
- Slide 2: Overview – Why it’s important and how you achieve it
- Slide 3: Why? So why invest? It takes time and effort. Engaging the right level of stakeholders is key.
- Slide 4: Engagement is a success factor. Lack of engagement can affect success. Engage both ‘help’ and ‘hinder’ stakeholders
- Slide 5: Engagement builds understanding Engaged stakeholders understand project goals You can’t expect support if they don’t understand what you’re doing
- Slide 6: Understanding builds empathy Understanding starts a chain reaction Stakeholders get to know their users so well they start to empathise Emotional v Cognitive empathy
- Slide 7: Converting HiPPOs And now you’re all wondering why a hippo? When stakeholders start to empathise, users stop being numbers and charts They start to understand people have needs, goals and desires Move away from HiPPO (Highest paid person’s opinion) Focus on successful outcomes for users
- Slide 8: Engagement > Understanding > Empathy Once stakeholders start empathising with your users, they will be invested in seeing your project succeed.
- Slide 9: How?
- Slide 10: First seek to understand Like most things, understand first Engage from the start Kick-off meetings: Meeting key stakeholders or find out who will be the key stakeholders Interviews & workshops: understand point of view, goals, successes Tells you how and when to engage
- Slide 11: Exposure to the users Most important point here would be to get stakeholders involved in user research activities Workshops, usability testing viewing, observe the interviews Contact with users builds empathy Watching users stumble through websites can be eye opener
- Slide 12: Group research analysis sessions User research generates lots of data You will spend lots of time organising Get stakeholders involved Come across new insights they weren’t previously aware of
- Slide 13: Postcards from the field Stakeholders like being kept up-to-date Use user research artefacts instead of status reports Don’t have to wait for big report Just enough data, easy to digest
- Slide 14: Co-design workshops We run co-design workshops fairly regularly and some of you here have likely participated in them. The idea is that we present the findings from the user research to the client, then sketch out some designs that meet those goals. Share those ideas, discuss them a bit, then create some new designs by adding in some ideas from other people. Stakeholders are often a little uncomfortable about sketching at first and make little awkward jokes. It’s been a long time since they drew for fun! But it passes quickly and they love it. Pro tip: if your stakeholders are a bit resistant, start with a warm up exercise to get them over their nerves.
- Slide 15: Test their ‘great’ ideas Stakeholders have preconceived ideas that don’t always align with the actual user experience So test their ideas e.g. horrible menu labels Gather data Encourage them to observe Tread carefully! Let the data do the talking!
- Slide 16: Recap Engagement factors into success Engagement > understanding > empathy Empathy gets HiPPOs to focus on user outcomes Lots of ways to engage stakeholders Interviews, workshops, user research involvement, workshops, etc.
- Slide 17: Thank you