Gil discusses the importance of empathy in understanding problem spaces and organizing problems for teams. He presents a framework that includes defining the problem outside of products, focusing on long term customer problems, and creating a shared mission, vision and strategy. Teams are then empowered to own the implementation of ideas while being accountable. Problems are captured throughout the product development process via user research, testing and feedback. The overall message is that empathy and a clear strategic framework allows teams to focus on solving the most important customer problems.

1. Hello, I’m Gil.
@gilbe'glee
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018

2. Empathy leads to beGer mission,
vision, strategy, products and
alignment of teams.
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018

3. Understand the
problem space
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. I

4. Create a framework for
organizing problems for
your teams
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. II

5. Capture problems
organizationally
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. III

6. Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. I
Understand the
problem space

7. Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

8. Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

9. Pillpack video
Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

10. Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

11. Separate,
labeled
boGles
Manage
diUerent
prescriptions
SOLUTION
PROBLEM
Intuitive,
easy-to-read
labels
Reduce
incorrect
medication
SOLUTION
PROBLEM
Personalized,
pre-so.ed
medication
delivered to you
So. medication,
wait in line, or
chase down
reRlls
SOLUTION
PROBLEM

12. Gilbe. G. Lee • @gilbe.glee$PS
Teach a
group of
developers
PROBLEM
In-classroom
training, 9-5
SOLUTION
Learn on
one’s own
time
PROBLEM
Online course
library, 24/7,
B2C
SOLUTION

13. • What were the developer's needs? Do they know where they stand
in their skills?
• How do they learn? Where do they learn? When do they learn?
How do they solve problems? How do they apply learning?
• What do their teams look like at work? How do they work together?
• Who are their leaders and what do these leaders need?
How do they lead their organizations? Do they create the business
objectives?
Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

14. Gilbe. G. Lee • @gilbe.glee$PS
Teach a
group of
developers
PROBLEM
In-classroom
training, 9-5
SOLUTION
Learn on
one’s own
time
PROBLEM
Online course
library, 24/7,
B2C
SOLUTION
Transform
companies,
Skill up teams
and individuals
PROBLEM
Personalize,
Measure, Learn,
Apply, Objectives,
Mobile, B2B
SOLUTION

15. Understand the problem outside of your
product. Open up new solutions by
expanding the problem space.
Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

16. Focus on the customer, not the product.
Additionally, focus on customer problems
that will be true 10 or 20 years from now.
Gilbe. G. Lee • @gilbe.gleePa. I. DeRne the problem space

17. Create a framework for
organizing problems for
your teams
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. II

18. Outcome: Inspire teams so the most
impo.ant customer problems are solved.
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

19. Why: Long-term focus, impact on the worldMission
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

20. Democratize technology skills
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

21. Why: Long-term focus, impact on the world
What: 2-5 years, painting of the future
How: Steps on how to win and where to play
Mission
Vision + Strategy
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

22. Strategy
Geographies
Distribution Channels
Value Chain
Customer/Industry
Product
Steps on how to win
Vision
What the future looks like
Our Products
Our Brand
Our Customers
Our Community
Our Employees
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

23. GeographyCustomer
Industry
Value Chain Distribution
Product

24. Objectives
Why: Long-term focus, impact on the world
What: 2-5 years, painting of the future
How: Steps on how to win and where to play
Execution: Concrete goals achieved
within 3-12 months
Mission
Vision + Strategy
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

25. OKR
What to be achieved, concrete, action-
oriented, and (ideally) inspirational.
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems
OBJECTIVES
Benchmark and monitor how we get to
the objective, speciRc, time-bound,
aggressive but realistic, measurable,
veriRable
KEY RESULTS
“Measure What MaGers”, John Doerr, 2018

26. Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems
Remember, vision can still come
from the top but like I always said
teams own and lead the implemen-
tation of the ideas. As leaders we
need to be open how that could
re-shape our Rrst impression of
what the vision was.”
“
Nate
Walkingshaw

27. Mission, vision and strategy should
help you decide yes or no, know
where to play and how to win.
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

28. Leaders own vision and strategy. Teams own
ideas and execution. Autonomous, accoun-
table teams perorm beGer long term.
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

29. Inspired teams solve the most
impo.ant problems.
Gilbe. G. Lee • @gilbe.gleePa. II. Create a framework for organizing problems

30. Capture problems
organizationally
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. III

31. Gilbe. G. Lee • @gilbe.gleePa. III. Capture problems organizationally
Directed Discovery
Nate Walkingshaw
Personas
Voice of
Customer
Prototype
Testing
Customer
ConRrmation
Testing

32. Gilbe. G. Lee • @gilbe.gleePa. III. Capture problems organizationally

33. Gilbe. G. Lee • @gilbe.gleePa. III. Capture problems organizationally
Pre-launch
Personas
Voice of Cutstomer
Prototype Testing
Customer ConRrmation Testing
Suppo. Email, Calls
Customer Success
Professional Services
In-app Feedback
NPS Comments
Post-launch

34. Feedback can be valuable and
distracting. Be clear with your
vision, strategy and objectives.
Gilbe. G. Lee • @gilbe.gleePa. III. Capture problems organizationally

35. Bias leads to blindspots.
Gilbe. G. Lee • @gilbe.gleePa. III. Capture problems organizationally

36. What’s in it for you?
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018

37. Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. I
Understand the
problem space

38. Create a framework for
organizing problems for
your teams
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. II

39. Capture problems
organizationally
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Pa. III

40. What problems will you solve
when you have AI and machine
learning tools for your teams?
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018
Extra Credit

41. Empathy leads to beGer mission,
vision, strategy, products and
alignment of teams.
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018

42. Thank you.
Gilbe. G. Lee • @gilbe.gleeUX Fest, June 4, 2018