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Empathy in the enterprise

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As designers, we’re often tasked with incrementally improving existing experiences, or creating new features that have to live within an existing architecture. What’s more, creating those experiences requires working across a multitude of internal fiefdoms, each with its own set of priorities. How do you balance all of these considerations while maintaining a focus on user-centered design?

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Empathy in the enterprise

  1. 1. EMPATHY IN THE ENTERPRISE: understanding the role humans and 
 organizations play in big website problems Dani Nordin Director, Digital User Experience, Pegasystems
  2. 2. @danigrrl | #EnterpriseEmpathy Shameless self-promotion
  3. 3. @danigrrl | #EnterpriseEmpathy There’s a few more in here somewhere
  4. 4. @danigrrl | #EnterpriseEmpathy My User Experience tattoo
  5. 5. @danigrrl | #EnterpriseEmpathy WITHOUT THE ABILITY TO LISTEN, GREAT UX CAN NOT HAPPEN
  6. 6. @danigrrl | #EnterpriseEmpathy EMPATHY IN THE ENTERPRISE The Google Design Sprint process (Source: Google) IDEO’s design thinking framework
  7. 7. @danigrrl | #EnterpriseEmpathy BUSINESS TO BUSINESS BUSINESS TO CONSUMER OR ETHNOGRAPHY EMPATHY MAPS DESIGN SPRINTS CREATING A NEW PRODUCT When we talk about design thinking, we usually mean… USABILITY TESTING
  8. 8. @danigrrl | #EnterpriseEmpathy BUSINESS TO BUSINESS BUSINESS TO CONSUMER BUSINESS TO PRACTITIONER INTEGRATING WITH LEGACY BACKEND SYSTEMS DESIGNING FOR COMPLEX AUTHENTICATION AND 
 CONTENT ACCESS RULES Enterprise designers have to live HERE: OPTIMIZING EXISTING FUNCTIONALITY REDESIGNING AN EXISTING PRODUCT CREATING A NEW PRODUCT
  9. 9. @danigrrl | #EnterpriseEmpathy WHAT DO WE MEAN BY EMPATHY? “Understanding user pain points” isn’t enough. END USERS ORGANIZATIONS COLLEAGUES AND DECISION MAKERS
  10. 10. @danigrrl | #EnterpriseEmpathy UNDERSTAND THE TYPE OF CULTURE YOU’RE DEALING WITH AND HOW THEY COMMUNICATE LISTEN TO THE ORGANIZATION
  11. 11. @danigrrl | #EnterpriseEmpathy COMPETING VALUES FRAMEWORK Cameron, K. S., & Quinn, R. E. (2005). Diagnosing and changing organizational culture: Based on the competing values framework. John Wiley & Sons. Flexibility Control Internal
 Focus External
 Focus Clan • Focus on collaboration and consensus • Many people feel they need to be informed/ involved in decisions • Can feel like it takes forever to get anything done Adhocracy • Focus on creating new and innovative things • Stakeholders resist too much “process” and prioritize conversation + rapid prototyping • Can feel disorganized and chaotic Hierarchy • Focus on top-down leadership • Moving work forward often requires buy-in from senior leadership • Can feel like priorities constantly shift or that work gets derailed by executive whims Market • Focus on market share, metrics and competition • Stakeholders may require data and more data to back up decisions, and measure repeatedly • Can feel like qualitative data (usability testing, interviews, etc.) isn’t taken seriously
  12. 12. @danigrrl | #EnterpriseEmpathy NOT SO FAST. ENTERPRISES ARE HIERARCHICAL AND STARTUPS ARE ADHOCRACIES, RIGHT?
  13. 13. @danigrrl | #EnterpriseEmpathy 50% 50% EXAMPLE 1 Cameron, K. S., & Quinn, R. E. (2005). Diagnosing and changing organizational culture: Based on the competing values framework. John Wiley & Sons. Flexibility Control Internal
 Focus External
 Focus Clan • Focus on collaboration and consensus • Many people feel they need to be informed/ involved in decisions • Can feel like it takes forever to get anything done Adhocracy • Focus on creating new and innovative things • Stakeholders resist too much “process” and prioritize conversation + rapid prototyping • Can feel disorganized and chaotic Hierarchy • Focus on top-down leadership • Moving work forward often requires buy-in from senior leadership • Can feel like priorities constantly shift or that work gets derailed by executive whims Market • Focus on market share, metrics and competition • Stakeholders may require data and more data to back up decisions, and measure repeatedly • Can feel like qualitative data (usability testing, interviews, etc.) isn’t taken seriously
  14. 14. @danigrrl | #EnterpriseEmpathy EXAMPLE 2 75% 25% Cameron, K. S., & Quinn, R. E. (2005). Diagnosing and changing organizational culture: Based on the competing values framework. John Wiley & Sons. Flexibility Control Internal
 Focus External
 Focus Clan • Focus on collaboration and consensus • Many people feel they need to be informed/ involved in decisions • Can feel like it takes forever to get anything done Adhocracy • Focus on creating new and innovative things • Stakeholders resist too much “process” and prioritize conversation + rapid prototyping • Can feel disorganized and chaotic Hierarchy • Focus on top-down leadership • Moving work forward often requires buy-in from senior leadership • Can feel like priorities constantly shift or that work gets derailed by executive whims Market • Focus on market share, metrics and competition • Stakeholders may require data and more data to back up decisions, and measure repeatedly • Can feel like qualitative data (usability testing, interviews, etc.) isn’t taken seriously
  15. 15. @danigrrl | #EnterpriseEmpathy STAKEHOLDER GROUP 3 EXAMPLE 3 STAKEHOLDER GROUP 1 STAKEHOLDER GROUP 2 Cameron, K. S., & Quinn, R. E. (2005). Diagnosing and changing organizational culture: Based on the competing values framework. John Wiley & Sons. Flexibility Control Internal
 Focus External
 Focus Clan • Focus on collaboration and consensus • Many people feel they need to be informed/ involved in decisions • Can feel like it takes forever to get anything done Adhocracy • Focus on creating new and innovative things • Stakeholders resist too much “process” and prioritize conversation + rapid prototyping • Can feel disorganized and chaotic Hierarchy • Focus on top-down leadership • Moving work forward often requires buy-in from senior leadership • Can feel like priorities constantly shift or that work gets derailed by executive whims Market • Focus on market share, metrics and competition • Stakeholders may require data and more data to back up decisions, and measure repeatedly Can feel like qualitative data (usability testing, interviews, etc.) isn’t taken seriously
  16. 16. @danigrrl | #EnterpriseEmpathy LISTEN TO UNDERSTAND, NOT JUST TO ANSWER LISTEN TO YOUR COWORKERS
  17. 17. @danigrrl | #EnterpriseEmpathyhttps://www.jisc.ac.uk/podcasts/the-role-of-the-independent-developer-in-edtech-4-jan-2016 We need to talk about scope creep.
  18. 18. @danigrrl | #EnterpriseEmpathy Highest Paid Person with an Opinion™
  19. 19. @danigrrl | #EnterpriseEmpathy NOPE.
  20. 20. @danigrrl | #EnterpriseEmpathy ACTIVE LISTENING Practice empathy with your coworkers ▸ Listen for their goals ▸ Understand how they’re measured ▸ Find ways to demonstrate how user-centered design will help them achieve those goals ▸ Remember that listening doesn’t mean agreement; find ways to push back thoughtfully
  21. 21. @danigrrl | #EnterpriseEmpathy GET DATA FROM MULTIPLE SOURCES AND MAKE IT VISIBLE TO YOUR COLLEAGUES LISTEN TO THE PEOPLE YOUR PRODUCTS SERVE
  22. 22. @danigrrl | #EnterpriseEmpathy USER RESEARCH Have a broad research toolkit ▸ Moderated usability testing ▸ Remote testing (UserZoom, TryMyUI, Validately, etc.) ▸ Analytics and heat mapping ▸ User interviews (remote and in-person) ▸ Ethnography ▸ Surveys and polls ▸ Card sorts and tree tests ▸ Knowledge share with other departments
  23. 23. @danigrrl | #EnterpriseEmpathy USER RESEARCH Create a knowledge base of user understanding ▸ Work with event coordinators to organize research at company/user group conferences and meet ups ▸ Sit with customer service reps to understand the types of questions they get most frequently ▸ Ask department heads and event coordinators to forward recruitment emails and surveys ▸ Talk to market researchers to understand how the company segments its customers ▸ Document findings in a publicly available area (wiki, shared drive, etc.)
  24. 24. @danigrrl | #EnterpriseEmpathy
  25. 25. @danigrrl | #EnterpriseEmpathy CREATE BEHAVIORAL PERSONAS TO DRIVE DESIGN DECISIONS BEHAVIORAL PERSONAS
  26. 26. @danigrrl | #EnterpriseEmpathy BEHAVIORAL PERSONAS Marketing segments ▸ Tells you what people are likely to need/buy and why ▸ Helpful for determining what products/content to offer ▸ Doesn’t tell you anything about how they actually interact with your site, content or product OPERATIONS DIRECTORS IT PROFESSIONALS CEOs SALES/ IMPLEMENTATION PARTNERS EXAMPLES
  27. 27. @danigrrl | #EnterpriseEmpathy BEHAVIORAL PERSONAS Behavioral segments ▸ Tells you how people interact with your site, content or product ▸ Focuses on specific behaviors or philosophies ▸ More likely to inform new features or functionality HARRIED EXECUTIVE EAGER 
 APPRENTICE HYPER
 SELF-CONSCIOUS SHOW, DON’T
 TELL EXAMPLES
  28. 28. @danigrrl | #EnterpriseEmpathy “THE KEY IS TO RECOGNIZE THAT THERE ARE DIFFERENT CASTS OF CHARACTERS INVOLVED WITH THE VARIOUS SERVICES YOUR ORGANIZATION HAS TO OFFER.” Indi Young FOCUS ON BEHAVIORAL SEGMENTS http://uxmas.com/2013/squabble-over-personas
  29. 29. @danigrrl | #EnterpriseEmpathy UNDERSTAND THE JOBS PEOPLE NEED TO GET DONE JOB STORIES
  30. 30. @danigrrl | #EnterpriseEmpathy AS A USER, I WANT A SET OF QUICK LINKS TO FILES I NEED FREQUENTLY SO I CAN READILY ACCESS THEM. Every user story ever SCENARIOS AND JOB STORIES
  31. 31. @danigrrl | #EnterpriseEmpathy WHEN [SITUATION], I NEED [THING TO HAPPEN] SO THAT [OUTCOME]. Clayton Christensens’ “Jobs to be done” framework SCENARIOS AND JOB STORIES https://www.youtube.com/watch?v=f84LymEs67Y
  32. 32. @danigrrl | #EnterpriseEmpathy SCENARIOS AND JOB STORIES Example job stories ▸ When my colleagues and I have to work through a proposal, we need to have all the template files in one place so we can work more efficiently. ▸ When I'm starting out on an engagement with a client, I need to find the resources and paperwork I need to get up and running as quickly as possible so I can feel confident that I'm adding value. ▸ As I'm working on a client engagement, I need easy access to key forms that I have to fill out to report progress on the project so I can spend less time doing paperwork and more time getting my work done. https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27#.5e3loa3vv
  33. 33. @danigrrl | #EnterpriseEmpathy A PROCESS THAT ALLOWS US TO CREATE THOUGHTFUL DESIGN AT SPEED AND SCALE OUR NORTH STAR:
  34. 34. @danigrrl | #EnterpriseEmpathy ESTABLISH CLEAR DESIGN PRINCIPLES AND UX KPIS
  35. 35. @danigrrl | #EnterpriseEmpathy DESIGN PRINCIPLES & KPIS Design principles ▸ A set of agreements between you and your users ▸ Used when discussing design with stakeholders and team members ▸ Focused on the relationship your users want to have with your product ▸ Examples: ▸ Make it easy for me to find my own answer ▸ Help me feel like I’m in control of my experience ▸ Design for my needs, not your organizational structure
  36. 36. @danigrrl | #EnterpriseEmpathy DESIGN PRINCIPLES & KPIS KPIs (Key Performance Indicators) ▸ Provide a benchmark metric to demonstrate success ▸ Can be tracked over time (month over month, test over test, etc.) ▸ Use no more than 3 to help focus decision making ▸ Examples: ▸ NPS (Net Promoter Score) ▸ SUS (System Usability Scale) ▸ SUPR-Q (System Usability Percentile Rank) ▸ Before/After usability testing - task success, time on task ▸ Analytics/Goal/Conversion tracking
  37. 37. @danigrrl | #EnterpriseEmpathy ESTABLISH A DESIGN BRIEF FOR EVERY PROJECT
  38. 38. @danigrrl | #EnterpriseEmpathy DESIGN BRIEFS Elements of a good brief ▸ Overview of design problem (1-2 paragraphs) ▸ Bulleted list of: ▸ Objectives and Key Results ▸ Technical or business constraints ▸ Key personas (2-3) ▸ Key scenarios (2-3) ▸ Key design principles (2-3)
  39. 39. @danigrrl | #EnterpriseEmpathy
  40. 40. @danigrrl | #EnterpriseEmpathy DEVELOP A COMPONENT- DRIVEN DESIGN SYSTEM
  41. 41. @danigrrl | #EnterpriseEmpathy DESIGN BRIEFS Benefits of a component-driven design system ▸ Consolidate front-end code, improving site performance ▸ Make design more efficient and consistent, while maintaining flexibility ▸ Make the transition from wireframe or sketch to HTML prototype faster ▸ Impress your coworkers and executives ▸ Win fabulous prizes
  42. 42. @danigrrl | #EnterpriseEmpathy
  43. 43. @danigrrl | #EnterpriseEmpathy
  44. 44. @danigrrl | #EnterpriseEmpathy
  45. 45. @danigrrl | #EnterpriseEmpathy https://www.youtube.com/watch?v=wMTYs2LeyEQ

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