Ross Smith: "Breaking Barriers with Empathy" Enterprise UX 2017 • June 8-9, 2017 • San Francisco, CA, USA http://2017.enterpriseux.net

1. Breaking Barriers with Empathy
Ross Smith
Director of Customer Engineering

2. Whateveristhepassionwhicharisesfromany
objectinthepersonprincipallyconcerned,an
analogousemotionspringsup,atthethought
ofhissituation,inthebreastofeveryattentive
spectator. Adam Smith
The Theory of Moral Sentiments, 1759

12. Heikki and Linna

15. Experience
Total
Num Instances
All Other issues 2186
Apps and Games
Pages
1
Books 16
Downloading Apps 275
Groove 22
Installing Apps 238
Movies and TV 25
Purchasing Apps 54
Searching for Apps 146
Updating Apps 409
Experience Categorization

20. Engagement+ + +
=

21. Practical Take-Aways

22. Build a Customer Empathy Map
Thinking Seeing
Hearing Feeling
Pain Points
What about our product keeps users awake at night
Gains
What about our product motivates our users?

31. • Build an Empathy Map
• “Dogfood” your own product or service – get friends and family to use too
• Search for your product in the news and YouTube – share stories
• Create a feedback pipeline
• Encourage everyone to read Customer Feedback – share in team meetings
• Cross-discipline “ride alongs” with support agents or community chats
• Participation in community forums
• Social media presence
• Respond to app store reviews
Take Aways

32. Thank You!
rosss@microsoft.com
/42projects
@42projects
rosss42
www.42projects.org

33. E
M
P
A
T
H
Y
Eye Contact
Muscles of facial expression
Posture
Affect labeling expressed emotions
Tone of voice
Hearing the whole person/context
Your response