Designing with empathy final ppt
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Using empathy to make your marketing more effective.
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Designing with empathy final ppt
- 1. PR O VID IN G T H E W H Y DESIGNING WITH EMPATHY:
- 3. “True empathy requires that you step outside your own emotions to view things entirely from the perspective of the other person.” -Anonymous
- 5. @hillarts #LitmusLive True empathy is sincere and direct
- 6. @hillarts #LitmusLive And sometimes it’s not
- 7. WHY EMPATHY?
- 8. Got Cable? We rarely love things we buy from people or companies we feel don’t care about us. @hillarts #LitmusLive
- 9. https://www.researchgate.net/publication/283177682_Salesperson_Empathy_and_Listening_Impact_on_Relationship_Outcomes @hillarts #LitmusLive - the only professions with less credibility include car sales, politics, and lobbying - seller trust is in short supply and high demand.
- 10. @hillarts #LitmusLive Research has found that, according to buyers, the number one is to listen to their needs.
- 11. What is the question in any patient/client/customers mind? @hillarts #LitmusLive How are you going to help me?
- 12. When someone truly feels empathy from you, it pulls them in and fosters interaction. @hillarts #LitmusLive How are you going to help me?
- 13. @hillarts #LitmusLive THE MOST IMPORTANT THING TO KNOW ABOUT YOUR AUDIENCE MIGHT BE THAT YOU’RE NOT THEM Design and Develop for them, not you
- 14. Don’t think, know. @hillarts #LitmusLive
- 18. HOW DO I DO EMPATHY?
- 20. @hillarts #LitmusLive RESPECT IS EMPATHY WHEN YOU’RE WRONG, SAY YOUR SORRY
- 21. @hillarts #LitmusLive ASK FOR FEEDBACK, AND MONITOR SOCIAL MEDIA
- 23. @hillarts #LitmusLive GOOD UX IS EMPATHY
- 24. @hillarts #LitmusLive SUITCASE PHOTO Good product design shows empathy by anticipating a users needs, and designing for them.
- 25. K N O W W H O T H E Y A R E
- 26. • The size of the 50+ population will more than double in the next 35 years. • 4.5% of adult Americans identify as LGBT. • Millennials make up almost 25% of the population, 30% of the voting age population. • Women 51.7% of the population, 57.2% of labor force • 7.58% of Americans are veterans http://plus50.aacc.nche.edu/employers/popualation/Pages/default.aspx
- 27. Audiences may have unique challenges you need to know about @hillarts #LitmusLive • Some may be technical, financial, or relate to learning new tools and habits. • They may be limited to specific types of devices. • Some are physical and relate to disabilities or the changes we all experience with age, etc. Consider how these impact UX for them. • Accessibility is empathy, thank about the experience for that audience. • Know you biases, deal with them, and adjust. Pull in others if you need to. • Build trust through empathy and transparency and doing the work to really understand your audience for who they are, not who you think they are.
- 28. @hillarts #LitmusLive KNOW YOUR BIASES Don’t pretend you don’t have any, and don’t assume they aren’t influencing you.
- 29. Watch the screens along with the audience @hillarts #LitmusLive
- 30. Let data inform activity @hillarts #LitmusLive
- 36. Be aware of the content that is important to them @hillarts #LitmusLive
- 37. @hillarts #LitmusLive Other ways to meet your audience •Focus groups •Online User Testing •A/B and multivariate testing •Guerilla Testing
- 38. S H O W T H E M T H A T Y O U C A R E
- 42. @hillarts #LitmusLive Before you go any farther, ask yourself: •Do you really care, or, are you pretending you care?
- 44. T H A T ’ S I T ! T H A N K Y O U @hillarts #LitmusLive mike.hill2@erickson.com
Editor's Notes
- Because it’s the right thing to do. Groups and individuals are telling all of us what it’s like to be them today. The effort we each make to hear and respond drives empathy. Because it shows the people you deal with they are more than a sale.
- LISTENING is the key. If you listen, you learn.
- Sympathy is observational, empathy comes from experiential hands on experience and interaction. If you have a flat tire, do you want me to look sorry for you as I drive by, or pull over, get my hands dirty, and help you change it?
- Images and words can be a powerful way to convey emotion and empathy.
- Or they can be a miss.
- Because it’s the right thing to do. Groups and individuals are telling all of us what it’s like to be them today. The effort we each make to hear and respond drives empathy. Because it shows the people you deal with they are more than a sale. Because today, we need it, maybe more than we have in a long time.
- We all deal with vendors we don’t like. We may not have a choice. But we rarely feel good about it, or loyal to them.
- How many people have had an experience where they felt like they weren’t being listened to?
- If you help me, especially with a real problem, I will remember you. Really knowing the core of what matters to your audience is the best way to connect with them. The rest is noise.
- If your business sells products or services, and you miss with this audience, it can really cost you. Both with the initial sale, and with the comments they will share across their network. It’s a savvy and particular group.
- Research, Good Surveys (Be careful), Focus groups. Talk to your audience, face to face when you can.
- These are three core thoughts I focus on and ask my team to focus on.
- Design thinking is very important to me, here is how I think it maps to the ideas I just shared.
- To come back to the planning piece, the top two rely on empathy, research, and planning. The last one is where the tools and execution live.
- Because it’s the right thing to do. Groups and individuals are telling all of us what it’s like to be them today. The effort we each make to hear and respond drives empathy. Because it shows the people you deal with they are more than a sale. Because today, we need it, maybe more than we have in a long time.
- Look at the first step, take note of the “without preconceptions “
- We make mistakes. How we own them and account for them can build or erode a relationship.
- Know these tools and use them. You’ll be surprised what you find, we were.
- Thinking about the challenges your users may face and adjusting for them is empathy and it shows real concern for their needs.
- I wanted to share a few quick facts to show how big this audience is now, and how big it’s going to be. If you’re in e-commerce, or a service provider, you can’t afford to lose 30-40% of your audience.
- We all think we know ourselves. Maybe you do. But it’s just as likely that you have blind spots. Learn about the different biases that can impact your thinking and adjust. If you’re marketing to a senior audience, talk to that group, learn about them, don’t work from assumptions.
- We monitor the devices the audience uses. We’ve seen mobile increase about 14-15% per year for the last several years. We are currently at about a 50-50 split, and we expect mobile to pass desktop very soon.
- You have to use data, so we spend a lot of time in Google Analytics. This slide shows the mix of adult children and seniors. It also shows how skewed the gender breakdown is. Women make most of the healthcare decisions in these homes, and they do most of the research. Whether it’s an adult child, or a senior.
- Here are a couple created by a member of our web team that I really like a lot. Note how she highlights the devices used, and their knowledge of them.
- Here are a couple created by a member of our web team that I really like a lot. Note how she highlights the devices used, and their knowledge of them.
- We have to know what content is most important to know where to focus, and where to work to redirect users to other valuable content.
- If your business sells products or services, and you miss with this audience, it can really cost you. Both with the initial sale, and with the comments they will share across their network. It’s a savvy and particular group.
- Empathy for the things your audience might be dealing with, and providing for them shows that you’re thinking, and that it matters.
- Be honest with yourself. Empathy takes work. People
- Empathy needs to be real. Training is great, but you can’t script concern. There is nothing inherently wrong with these messages, but if they feel like they are being read, and not genuinely expressed, they feel hollow and fake.
- So how did we adjust to what we learned when we reworked the site?