Using Empathy to Guide Product Strategy

2,738 views

Published on

Presented at "Products Are Hard" conference, San Francisco, California, 02-Apr-2013

Published in: Technology
0 Comments
16 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,738
On SlideShare
0
From Embeds
0
Number of Embeds
626
Actions
Shares
0
Downloads
0
Comments
0
Likes
16
Embeds 0
No embeds

No notes for slide
  • Crash course
  • Why empathy?
  • Have you written code? Easier to think of all the possibilities. Humans are hard to map out. Humans each run a different OS. Each human is a different platform.
  • The scores = my opinion!
  • I have empathy that you want SUCCESS.
  • Role play … you know how.
  • adds a longer “interpret/understand" phase
  • We have empathy intuitively, as we work in teams.
  • sometimes not enormously different; for example, air travel versus sea travel—if you didn’t have the modern service/product, you’d still be trying to accomplish similar things
  • Using Empathy to Guide Product Strategy

    1. 1. Using Empathy to Guide Product StrategyIndi Young
    2. 2. What Kind of Research Have You Done? Remote Usability In-Home Usability Lab Usability In-Context Interview A/B, Multivariate Study Card Sort KLM / GOMS Cognitive/Expert Review Observation / Follow Along Search Engine Analytics Completion Path Analytics Competitive Analysis cc by-nc-nd PAH SF Apr 2013 2
    3. 3. What Kind of Research Have You Done? Evaluative Remote Usability In-Home Usability Lab Usability In-Context Interview A/B, Multivariate Study Card Sort KLM / GOMS Cognitive/Expert Review Observation / Follow Along Search Engine Analytics Completion Path Analytics Competitive Analysis cc by-nc-nd PAH SF Apr 2013 3
    4. 4. What Kind of Research Have You Done?Generative EvaluativeEmpathy Interview Remote UsabilityDiary Study In-Home Usability Lab UsabilityJourney Map In-Context Interview A/B, Multivariate Study Card Sort KLM / GOMS Cognitive/Expert Review Observation / Follow Along Search Engine Analytics Completion Path Analytics Competitive Analysis cc by-nc-nd PAH SF Apr 2013 4
    5. 5. Generative get a work Evaluative take the ideas room, cover the walls with outside the room, see real world stories, how well they actually reasoning, & intents; swim support people around in your user research to gain empathy, generate supportive ideasBY-NC-ND Flickr ewadams/6355930407; CC-BY-NC Flickr jasonunbound/6811217950/ cc by-nc-nd PAH SF Apr 2013 5
    6. 6. What Kind of Research Have You Done?Generative EvaluativeEmpathy Interview Remote UsabilityDiary Study In-Home Usability Lab UsabilityJourney Map In-Context Interview A/B, Multivariate Study Card Sort KLM / GOMS Cognitive/Expert Review Observation / Follow Along Search Engine Analytics Completion Path Analytics Competitive Analysis cc by-nc-nd PAH SF Apr 2013 6
    7. 7. T-shirt created by Todd Wilkens, Dan Saffer, Jesse James Garrett cc by-nc-nd PAH SF Apr 2013 7
    8. 8. As a savvy traveler, my own experiences form my perception of travel. Now that we have interviewed many different types of customers, Irealize I was approaching design from my own point of view … not theirs. cc by-nc-nd PAH SF Apr 2013 8
    9. 9. You Can’t Gain Empathy by Only Analyzing the Steps in a ProcessTesting tensile strength – Argonne National Laboratory BY-SA Flickr argonne/3468640655 cc by-nc-nd PAH SF Apr 2013 9
    10. 10. You Can’t Gain Enough Empathy Just by Observing ActivitiesYokosuka, Japan, Oct 29, 2002 – MilitaryHealth CC-BY Flickr militaryhealth/7029696503 cc by-nc-nd PAH SF Apr 2013 10
    11. 11. You Have to Ask People to Know Their Inner ThoughtsChat with a friend – Gary Knight CC-BY-SA Flickr garryknight/2919584686 cc by-nc-nd PAH SF Apr 2013 11
    12. 12. Products, Services, Processes Are Hard Because They Are for HumansFlickr: Sam Solomon CC-BY-NC srs0001/4562512283; CC-BY-NC-ND oldonliner/3484504583; CC-BY cc by-nc-nd PAH SF Apr 2013 12flybritishairways/4793367997; CC-BY-NC-ND pchow98/6520985357
    13. 13. Empathy Interview 1. Set a scope perimeter inside which any sort of conversation can happen 2. Listen without an internal dialogue 3. Ask why, to get to the root of motivations & reasoning 4. Follow the action –verbs! 5. Conjecture would be futileLAI Ryanne CC-BY Flickr laihiu/4430962611 cc by-nc-nd PAH SF Apr 2013 13
    14. 14. Start With the ScopeI want to know allabout the reasons The reaction of the crowd is anyou go to movies. important part of the movie. It can make it better or worse. If there are only three people in theater, I’ll be disappointed. It’s fun to see how they react, what jokes work and what don’t. I love crowds. cc by-nc-nd PAH SF Apr 2013 14
    15. 15. Make the Participant Comfortable The reason I go see movies? Because I want to. Because it’s a movie I want to see. Why go see the movie at all?spaceodissey CC-BY Flickr spaceodissey/2580085025 cc by-nc-nd PAH SF Apr 2013 15
    16. 16. Make the Participant Comfortable Um, because I want to see it. The last movie you saw … what were you thinking about when you decided you were going to go see it?spaceodissey CC-BY Flickr spaceodissey/2580085025 cc by-nc-nd PAH SF Apr 2013 16
    17. 17. Make the Participant Comfortable I was thinking that the new Daniel Craig movie was out, and I needed to see it. So true! I love his movies.spaceodissey CC-BY Flickr spaceodissey/2580085025 cc by-nc-nd PAH SF Apr 2013 17
    18. 18. Make the Participant Comfortable He’s kind of an obsession of mine. You see all his movies?spaceodissey CC-BY Flickr spaceodissey/3042235184 cc by-nc-nd PAH SF Apr 2013 18
    19. 19. Make the Participant Comfortable Yeah. And I have added some references on his Wikipedia site … and some character biographies on IMDB. That’s awesome! How come you made those contribution?spaceodissey CC-BY Flickr spaceodissey/3042235184 cc by-nc-nd PAH SF Apr 2013 19
    20. 20. Make the Participant Comfortable Well, I noticed that the IMDB entry was missing the entry from his character in Elizabeth, and I had just re-watched that movie, so I … …spaceodissey CC-BY Flickr spaceodissey/3042235184 cc by-nc-nd PAH SF Apr 2013 20
    21. 21. Avoid Assumptions Some days my back hurts so much I feel like a frail old lady. When I go out of the house, I have to go really slow getting down the front steps. That sounds hard! The front steps must be pretty scary on those days.spaceodissey CC-BY Flickr spaceodissey/2580085025 cc by-nc-nd PAH SF Apr 2013 21
    22. 22. Avoid Assumptions Oh no. It’s not that I’m scared of falling on the steps. It’s that each step down jars my back and makes it throb, so I have to stop and wait for the pain to die down a little before I take the next step down. Oh wow! That sounds incredibly painful! …spaceodissey CC-BY Flickr spaceodissey/2580085025 cc by-nc-nd PAH SF Apr 2013 22
    23. 23. Empathy Research Helps You Understand Preference Reasoning Statement of Fact Opinion Motivation Guiding Principle Reaction Explanation Complaint Emotion Observation Explanation cc by-nc-nd PAH SF Apr 2013 23
    24. 24. Empathy Research Helps You Understand Reasoning Motivation Guiding Principle Reaction Emotion cc by-nc-nd PAH SF Apr 2013 24
    25. 25. Recognize Reasoning1. “After it’s approved, I assign it to one of my staff.”2. “I was telling this other customer how they dont treatpeople with respect here.”3. “Im on the committee to write the technology plan, youknow, the five-year plan.”4. “I figured the fastest route home would be throughHouston, since Denver and Chicago were likely toexperience storms that time of year.” cc by-nc-nd PAH SF Apr 2013 25
    26. 26. Recognize Reasoning1. “After it’s approved, I assign it to one of my staff.”2. “I was telling this other customer how they dont treatpeople with respect here.”3. “Im on the committee to write the technology plan, youknow, the five-year plan.”4. “I figured the fastest route home would be throughHouston, since Denver and Chicago were likely toexperience storms that time of year.” cc by-nc-nd PAH SF Apr 2013 26
    27. 27. Recognize Reasoning1. “After it’s approved, I assign it to one of my staff.”(explanation)2. “I was telling this other customer how they dont treatpeople with respect here.” (complaint)3. “Im on the committee to write the technology plan, youknow, the five-year plan.” (statement of fact)4. “I figured the fastest route home would be throughHouston, since Denver and Chicago were likely toexperience storms that time of year.” cc by-nc-nd PAH SF Apr 2013 27
    28. 28. Recognize Emotions/Reactions1. “I hate it when the bus gets full.”2. “It made me angry to see TSA patting down a woman inher 90’s.”3. “I feel that the City should allow that lot to be turned into apark.”4. “It’s outrageous that in my city, hillside neighbors’ viewsare protected.” cc by-nc-nd PAH SF Apr 2013 28
    29. 29. Recognize Emotions/Reactions1. “I hate it when the bus gets full.”2. “It made me angry to see TSA patting down a woman inher 90’s.”3. “I feel that the City should allow that lot to be turned into apark.”4. “It’s outrageous that in my city, hillside neighbors’ viewsare protected.” cc by-nc-nd PAH SF Apr 2013 29
    30. 30. Recognize Emotions/Reactions1. “I hate it when the bus gets full.” (preference)  Why? “Because it gets smelly and disgusting.”2. “It made me angry to see TSA patting down a woman inher 90’s.”3. “I feel that the City should allow that lot to be turned into apark.” (opinion)4. “It’s outrageous that in my city, hillside neighbors’ viewsare protected.” (opinion, explanation)  Why? “Because I have to pay to trim my trees fortheir benefit, which is unfair.” (feel exploited) cc by-nc-nd PAH SF Apr 2013 30
    31. 31. Recognize Guiding Principles1. “We strive to define a home that bears the watermark ofan individual’s personal style.”2. “I believe the multitude of weekly meetings at thiscompany prevent me from keeping up with industry news.”3. “I think will be really hard to find good child-care if I haveto move to a new city.”4. “We believe in craftsmanship simply because it standsthe test of time.” cc by-nc-nd PAH SF Apr 2013 31
    32. 32. Recognize Guiding Principles1. “We strive to define a home that bears the watermark ofan individual’s personal style.”2. “I believe the multitude of weekly meetings at thiscompany prevent me from keeping up with industry news.”3. “I think will be really hard to find good child-care if I haveto move to a new city.”4. “We believe in craftsmanship simply because it standsthe test of time.” cc by-nc-nd PAH SF Apr 2013 32
    33. 33. Recognize Guiding Principles1. “We strive to define a home that bears the watermark ofan individual’s personal style.”2. “I believe the multitude of weekly meetings at thiscompany prevent me from keeping up with industry news.” (emotion: feel frustrated)3. “I think will be really hard to find good child-care if I haveto move to a new city.” (conjecture)4. “We believe in craftsmanship simply because it standsthe test of time.” (statement of fact) cc by-nc-nd PAH SF Apr 2013 33
    34. 34. Recognize Opinions1. “I believe collaborative research produces strongerresults.”2. “I guess ... my co-workers will, um, shun me, if I ask themfor help.”3. “I think the project hasn’t started yet because thecompany process is complicated.”4. “I feel that I’d fit best in a smaller-sized school.” cc by-nc-nd PAH SF Apr 2013 34
    35. 35. Recognize Opinions1. “I believe collaborative research produces strongerresults.”2. “I guess ... my co-workers will, um, shun me, if I ask themfor help.”3. “I think the project hasn’t started yet because thecompany process is complicated.”4. “I feel that I’d fit best in a smaller-sized school.” cc by-nc-nd PAH SF Apr 2013 35
    36. 36. Recognize Opinions1. “I believe collaborative research produces strongerresults.” (guiding principle)2. “I guess ... my co-workers will, um, shun me, if I ask themfor help.” (emotion: fear)3. “I think the project hasn’t started yet because thecompany process is complicated.”4. “I feel that I’d fit best in a smaller-sized school.”(preference) cc by-nc-nd PAH SF Apr 2013 36
    37. 37. Score: How Did You Do?1. 4 (100%) – Fantastic!2. 3 (75%) – Darn good.3. 2 (50%) – Good try.4. 1 (25%) – This stuff is takes practice.5. 0 (0%) – Perhaps we went too fast. cc by-nc-nd PAH SF Apr 2013 37
    38. 38. Each Decision, Spend a Few Seconds … … even though (especially because) you are racing time.Navajo Moccasin – Gary Graves CC-BY-NC-ND Flickr ggraves/2745631003 cc by-nc-nd PAH SF Apr 2013 38
    39. 39. Joint Taskforce Screenshot, for mobygames.com cc by-nc-nd PAH SF Apr 2013 39
    40. 40. Empathy Requires Time to Dwell All this is time spent with your customers. The more time you spend with them, the more you absorb their thoughts and reactions and philosophies. Dont short-cut it. Evaluate later in the process, once youve identified what youre doing and why. First discover why.Simon Sinek, Start With Why, also TED Talk: http://www.ted.com/speakers/simon_sinek.html
    41. 41. Collect Analyze Apply … what my … from my … what the organization perspective as organizationneeds to know a researcher sees as priority Traditional Research (either Evaluative or Generative) cc by-nc-nd PAH SF Apr 2013 41
    42. 42. Collect Analyze Apply … what my … from my … what the organization perspective as organizationneeds to know a researcher sees as priority Traditional Research (either Evaluative or Generative) Collect Interpret Compare Apply… what people … from user’s … with my … aligned withwant to tell us, perspective organization’s organization’s in scope direction & needs strategic goals Empathy Research cc by-nc-nd PAH SF Apr 2013 42
    43. 43. A model of people’s behavior, beliefs, & emotions in a certain scoped situationCapabilities, competition, business goals, technical foundations, slotted where appropriate to support that behavior cc by-nc-nd UX Workshops SF 24-Mar-11 43
    44. 44. Push Back at Management Directives Please create this feature. That feature, plus this addition. Our empathy research indicates we should include it, and focus on this perspective. Okay … if it’s not risky. This is gold! Like it was made for ME! cc by-nc-nd PAH SF Apr 2013 44
    45. 45. Forge Stronger Teams (across philosophic differences)Jennifer Conley CC-BY-NC-SA Flickr jenniferconley/6897577191
    46. 46. Never Stop Adding to Your Understanding… in parallel with design & evaluation Brain- Proto- Eval- Design storm type uate cc by-nc-nd PAH SF Apr 2013 46
    47. 47. Thought Experiments (If We Have Time)1. After collecting and interpreting many stories,how would reactions, behavior, and guidingprinciples be different 100 years ago?2. What is the emotional mood of the wholecollection of stories?
    48. 48. Free Resources:RosenfeldMedia.com - slides & videos - comic strips - articles - how-to’s & templatesSlideshare.net/indi @indiyoung indi@acm.org cc by-nc-nd PAH SF Apr 2013 48

    ×