January 23, 2015

Why Empathy Matters: Aligning Products with People to Drive Performance !PDMA-MN

Azul 7: A Human-Centered Design Consultancy

Some Definitions

01

Design“The Plan”

EmpathyA deep understanding of our customer’s contexts,

desires and needs gained by observing and

storytelling over time.

Empathy Leads to Value Creation

02

When was the last time you watched your customers actually using your product?

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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:

Eroding Value of Products and Services

1 to n- Peter Thiel

0 to 1- Peter Thiel

How do most of us learn about what our customers want now?

03

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The problem between “experienced” well-being versus “remembered” well-being.

Big Data

You won’t get generalized, projectable data from talking to eight people.

So how can we more deeply understand our customers…users…people?

04

Observe

Learn to Listen

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What? How? Why, Why, Why?

What are they doing? How are they doing

it? Why are they doing it?

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People don’t often recognize or

acknowledge problems. It is just the way

things are.

Watch for Problems and Work Arounds:

Seek Out Extreme Users

Where does gaining empathy fit in your development process?

05

Through-out!

At the beginning: observational research.

During prototyping or design sprints: empathy building with a prop.

After launch or roll-out.

Behavior Design

06

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Behavioral economics is becoming more important.

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Behavioral Design

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It’s very hard to answer questions about behavior without getting out in the field with people to see what’s going on.

Take an Ecosystem Approach

07

Alignment is getting more complicated.

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How they think, feel and how you can

delight them.

Knowing what’s going on with your customers from purchase through disposal is critical.

Who should be involved in empathy gathering?

08

The Entire Team

Metrics

09

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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

User-Centered Experience Innovation

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Empathy’s Impact01 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”

Empathy For All

Presented by

Lisa Helminiak, CEO

@helmin7

Lisa Helminiak

Lisa Helminiak

Thank You