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© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 1
Start with Empathy:
!
Content Strategy and
Design Th...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 2
Catherine Walker,
Design Lead
Karin Ikavalko,
Lead C...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 3
Today:
-Why empathy is critical to design
!
-PayPal’...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 4
Empathy
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 5
“Could a greater miracle take
place than for us to l...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 6
Empathy:
!
The Human Connection to Patient Care
!
-C...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 7
Video: The Human Connection to Patient Care
http://y...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 8
Empathy in Design
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 9
emotion data
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 10
People make decisions
based on emotion, then
ration...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary
Pathos and empathy will
change behavior before
logic a...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 12
An emotional response has
a greater effect on NPS
t...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 13
PayPal’s Journey
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary
Jeff
TracyPaulLauren
KarinCindyKevin
CatherineBryanAnd...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 15
WHERE WE STARTED:
• Professional but not robotic
• ...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 16
OUR APPROACH:
-Reflect
-Empathize
-Respond
!
!
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 17
OUR APPROACH:
-Reflect
-Empathize
-Respond
!
!
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 18
OUR PROMISE:
PayPal empowers
customers in their
eve...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 19
OUR APPROACH:
-Reflect
-Empathize
-Respond
!
!
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 20
unhelpful
dishonest
unsympathetic
out of touch
cont...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 21
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 22
OUR APPROACH:
-Reflect
-Empathize
-Respond
!
!
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 23
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 24
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 25
Secure
Confident
Independent
Included
Delighted
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 26
PayPal’s Voice
Confident
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 27
PayPal’s Voice
HelpfulSimple
Confident
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 28
Trustworthy
Included
Empathetic
EmpatheticHelpful
I...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 29
Delighted
Secure
Confident
Independent
Included
*Hi...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 30
Reveal Content Strategy
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 31Sketch by Laura Ward, Consumer Design Lead, PayPal
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 32
Define Ideate
!
Prototype
!
TestEmpathize
Content S...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 33
Define Ideate
!
Prototype
!
TestEmpathize
Content S...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 34
Customer Journey
Consideration Enrollment Participa...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 35
Delighted
Secure
Included
PayPal
Response
Desired
C...
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 36
Consumer Web: Payment Preferences
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 37
What’s next for you?
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 38
Empathize
Find your voice
Reveal content strategy
© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 39
!
!
“People will forget what you
said, people will ...
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Start with Empathy with Karin Ikavalko and Catherine Walker

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No matter who your audience is, finding a voice that resonates isn’t easy. Your next challenge is getting content creators to use it correctly. At PayPal, we shifted our focus from what we think “PayPal is and isn’t” to customer emotion and design thinking, creating a repeatable and scalable methodology that elevates content strategy in the design process and hits the mark with customers. Join us to learn how empathy can bring your brand’s voice to life, transform customer experiences, and help you influence your teams.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

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Start with Empathy with Karin Ikavalko and Catherine Walker

  1. 1. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 1 Start with Empathy: ! Content Strategy and Design Thinking
  2. 2. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 2 Catherine Walker, Design Lead Karin Ikavalko, Lead Content Strategist
  3. 3. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 3 Today: -Why empathy is critical to design ! -PayPal’s journey ! -Reveal content strategy ! !
  4. 4. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 4 Empathy
  5. 5. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 5 “Could a greater miracle take place than for us to look through each other’s eyes for an instant?” ! -Henry David Thoreau
  6. 6. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 6 Empathy: ! The Human Connection to Patient Care ! -Cleveland Clinic Empathy Series
  7. 7. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 7 Video: The Human Connection to Patient Care http://youtu.be/cDDWvj_q-o8?t=10s
  8. 8. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 8 Empathy in Design
  9. 9. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 9 emotion data
  10. 10. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 10 People make decisions based on emotion, then rationalize them with data. emotion data “Why You Should Get Excited About Emotional Branding” By Rick Sloboda; April 10, 2014; http://www.smashingmagazine.com/2014/04/11/get-excited-about-emotional-branding/
  11. 11. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary Pathos and empathy will change behavior before logic and information will. 11 Pathos and empathy logic and information “Ethos, Pathos, Logos: 3 Pillars of Public Speaking” By Andrew Dlugan; Jan 24th, 2010; http://sixminutes.dlugan.com/ethos-pathos-logos/
  12. 12. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 12 An emotional response has a greater effect on NPS than a rational response. emotional response rational response The Next Frontier: How to Gain Customer Experience Advantage in Health Insurance” People Metrics; 2013; http://cdn2.hubspot.net/hub/221727/file-307574266-pdf/ MECx_HealthInsurance.pdf
  13. 13. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 13 PayPal’s Journey
  14. 14. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary Jeff TracyPaulLauren KarinCindyKevin CatherineBryanAndrewAaron 14
  15. 15. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 15 WHERE WE STARTED: • Professional but not robotic • Friendly but not chummy • Expert but not bossy • Helpful but not overbearing • Upbeat but not silly • Likeable but not cute • Concise but not rude
  16. 16. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 16 OUR APPROACH: -Reflect -Empathize -Respond ! !
  17. 17. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 17 OUR APPROACH: -Reflect -Empathize -Respond ! !
  18. 18. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 18 OUR PROMISE: PayPal empowers customers in their everyday moments.
  19. 19. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 19 OUR APPROACH: -Reflect -Empathize -Respond ! !
  20. 20. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 20 unhelpful dishonest unsympathetic out of touch controlling 
 “I don’t think PayPal wants to be the most hated company on the internet. But my account is limited and they aren’t telling me anything about why or what to do. I hate PayPal!” ! !
  21. 21. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 21
  22. 22. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 22 OUR APPROACH: -Reflect -Empathize -Respond ! !
  23. 23. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 23
  24. 24. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 24
  25. 25. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 25 Secure Confident Independent Included Delighted
  26. 26. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 26 PayPal’s Voice Confident
  27. 27. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 27 PayPal’s Voice HelpfulSimple Confident
  28. 28. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 28 Trustworthy Included Empathetic EmpatheticHelpful Independent SimpleHelpful Confident SimpleTrustworthy Secure SimpleLikeable Delighted
  29. 29. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 29 Delighted Secure Confident Independent Included *Hierarchical Levels of Desired Customer Response
  30. 30. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 30 Reveal Content Strategy
  31. 31. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 31Sketch by Laura Ward, Consumer Design Lead, PayPal
  32. 32. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 32 Define Ideate ! Prototype ! TestEmpathize Content Strategy + Voice
  33. 33. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 33 Define Ideate ! Prototype ! TestEmpathize Content Strategy + Voice
  34. 34. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 34 Customer Journey Consideration Enrollment Participation RetentionAwareness PayPal Response Secure Confident Independent Included Desired Customer Emotion Delighted Secure Confident IndependentConfident Included Trustworthy + Simple Helpful + Simple Helpful + Simple Empathetic + Helpful Trustworthy + Empathetic
  35. 35. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 35 Delighted Secure Included PayPal Response Desired Customer Emotion Helpful + Simple Independent Consumer Web: Payment Preferences Confident Confident -Complicated funding mix rules ! -Legal requirements ! -Different settings for in store and online ! “This should be simple but I can’t find it, all I want to do is change from my bank account to my credit card but PayPal has made it too hard for me.” !
  36. 36. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 36 Consumer Web: Payment Preferences
  37. 37. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 37 What’s next for you?
  38. 38. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 38 Empathize Find your voice Reveal content strategy
  39. 39. © 2014 PayPal Inc. All rights reserved. Confidential and proprietary 39 ! ! “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ! ! -Maya Angelou

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