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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?
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:
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
Azul 7
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
Azul 7
What? How? Why, Why, Why?
What are they doing? How are they doing
it? Why are they doing it?
Azul 7
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
Azul 7
Behavioral economics is becoming more important.
Azul 7
Behavioral Design
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.
Take an Ecosystem Approach
07
Alignment is getting more complicated.
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.
Who should be involved in empathy gathering?
08
The Entire Team
Metrics
09
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
User-Centered Experience Innovation
Azul 7
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