Why Empathy Matters: Aligning Products with People to Drive Performance
If you keep up with the latest business strategy thinking, you know that we’ve entered the “Age of the Customer”. Technical advancement, social media and disruptive business models have put the customer in the driver’s seat by empowering them with more information, more access and higher expectations. What does this mean for product developers? The standard methods of gaining customer input, such as, voice of customer reviews, surveys and focus groups are no longer enough to really understand what customers want and, especially, what they need. To differentiate and create or evolve more valuable products, truly gaining empathy with customers is where breakthrough ideas come from. In this session learn... —Why empathy building leads to better and more profitable products —Proven processes that embed empathy gathering through the product development lifecycle —Staffing for empathy —Why aligning service and support matters more than ever
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Why Empathy Matters: Aligning Products with People to Drive Performance
- 1. January 23, 2015 Why Empathy Matters: Aligning Products with People to Drive Performance ! PDMA-MN
- 2. Azul 7: A Human- Centered Design Consultancy
- 5. Empathy A deep understanding of our customer’s contexts, desires and needs gained by observing and storytelling over time.
- 6. Empathy Leads to Value Creation 02
- 7. When was the last time you watched your customers actually using your product?
- 8. Azul 7 Make it a commitment to watch a real customer using your product in the next 30 days. If you only take away one thing tonight:
- 9. Eroding Value of Products and Services
- 10. 1 to n- Peter Thiel
- 11. 0 to 1- Peter Thiel
- 12. How do most of us learn about what our customers want now? 03
- 13. Azul 7
- 14. The problem between “experienced” well-being versus “remembered” well-being.
- 15. Big Data
- 16. You won’t get generalized, projectable data from talking to eight people.
- 17. So how can we more deeply understand our customers… users…people? 04
- 18. Observe
- 19. Learn to Listen
- 20. Azul 7 What? How? Why, Why, Why? What are they doing? How are they doing it? Why are they doing it?
- 22. Azul 7 People don’t often recognize or acknowledge problems. It is just the way things are. Watch for Problems and Work Arounds:
- 24. Where does gaining empathy fit in your development process? 05
- 25. Through-out!
- 27. During prototyping or design sprints: empathy building with a prop.
- 30. Azul 7 Behavioral economics is becoming more important.
- 32. Azul 7 It’s very hard to answer questions about behavior without getting out in the field with people to see what’s going on.
- 35. Azul 7 How they think, feel and how you can delight them. Knowing what’s going on with your customers from purchase through disposal is critical.
- 36. Who should be involved in empathy gathering? 08
- 37. The Entire Team
- 38. Metrics 09
- 39. Azul 7 In the last ten years companies that use human-centered (empathy-centered) design outperform the general S & P by over 200%. ! - The DMI Design Value Scorecard
- 41. Azul 7 Empathy’s Impact 01 Cost savings - better speed to market - kill products or features that don’t work earlier 02 Higher earning potential - better alignment to customer/ market needs - better chances of learning a “secret”
- 42. Empathy For All
- 43. Presented by Lisa Helminiak, CEO @helmin7 Lisa Helminiak Lisa Helminiak Thank You