uxpa presentation v6
TRANSCRIPT
UXPA 2015
DAWN NIDY // EXPERIENCE DESIGN LEADER
KRISTY AVGERINOS // USER RESEARCHER
Create a Customer-Driven Culture that Inspires a Large Organization
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
ABOUT INTUIT
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
MISSION:To improve our customers’ financial lives so profoundly…they can’t imagine going back to the old way
ABOUT OUR TEAM JOURNEY
UX t
eam
fo
rmed
in o
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Firs
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Seni
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Cus
tom
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Empa
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Prog
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Cre
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Toda
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CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
THE MAGIC HAPPENS WHEN
DEVELOPERS GET AND SEE
CUSTOMER PAIN… THE BIGGEST
SINGLE SOURCE OF INNOVATION
IS TYPICALLY THE ENGINEERS.
THEY KNOW WHAT’S POSSIBLE
BETTER THAN ANYONE - MARTY CAGAN
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CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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Stage 1: Understand &
Embrace
Stage 2: Practice &
Build Muscle
Stage 3: Empathy is in our DNA
We bring it to you:Sharing Customer Insights
Customer Panels“Empathy Kits”
We coach & help you:
Interview & Research Guides Skills Workshops
Sprint Team Coaching
We provide support:Advanced Skills Workshops
Customer RecruitingEnable Insight Sharing
STAGE 1: UNDERSTAND AND EMBRACE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
METHODS
METHOD #1: CUSTOMER PANELS
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
CUSTOMER PANELS: PROS/CONS
PROS
Can get a wide representation of customer segments
Can bring customers to a large audience
A skilled facilitator can elicit a wide range of attitudes
Brings the outside in
CONS
Only represents what customers say, not what they do
Customers may be intimidated by a large audience (select participants carefully and prep them)
Customers can feel judged or compared
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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ATTRIBUTES TO CONSIDER:
METHOD #2: CUSTOMER VIDEOS
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
MEET MARY (VIDEO)
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
https://www.dropbox.com/s/t4mll5s5v99fsze/Mary%20Revised%20Short%20Cut.mp4?dl=0
EMPLOYEE REACTIONS
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
I don't think Mary was a good use case. She clearly didn't have a business-oriented mindset.
Mary still did not possess enough knowledge on using QuickBooks after being a small business owner over an year.
They have a lot of passion towards their work. I feel motivated to work to make it simpler for them to pursue their passion without the burden of external factors.
We need to do lot more to actually help our customers live their passion.
It brings to light how complicated just keeping the financials are for small businesses. And this is on top of the actual product or service they are providing.
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CUSTOMER VIDEOS: PROS/CONS
PROS
Skilled interviewing and good editing results in videos that lead to deep empathy
Can show the context of a customer’s life to a large audience
Brings customer insights to life (their own words are powerful!)
CONS
Video editing is time-consuming
Some customers are intimidated by the camera
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
Method #3: Emotional Analogies
CONFIDENTIAL
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Collecting and Sorting Mountains of PaperworkAccountant Pain in Collecting & Sorting Data
ROLE PLAYING: ACCOUNTANT ACTIVITY
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
ACCOUNTANT ACTIVITY VIDEO
https://www.dropbox.com/s/pilxrjanxgnmmjc/Accountant%20Activity%20Video.mp4?dl=0
ACCOUNTANT ROLE PLAYING - REACTIONS
I could feel the urgency in getting the activity completed which reflects the reality of tax deadlines.
Accountants are more flexible than I thought – I had a stigma that they are stuck in their ways, but I had to pivot a lot during the exercise depending on the clients, and it made me realize that Accountants have to adjust to accommodate their clients.
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
How did this make you feel?
Stressful. Rushed. Time Pressed. Frustrated.Mary made me mad.
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14 MILLION AMERICANS ARE UNEMPLOYED.
NOW IMAGINE YOU’RE ONE OF THEM. YOUR
SAVINGS ARE GONE. YOU’VE LOST YOUR
HOUSE. AND YOU’RE DOWN TO YOUR LAST
$1,000. CAN YOU MAKE IT THROUGH THE
MONTH?
“—PLAYSPENT.ORG ”
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
EMPLOYEE REACTIONS VIDEO
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
https://www.dropbox.com/s/r5e0ni4sdk5t1na/IgniteCompilationVideo.mp4?dl=0
EMOTIONAL ANALOGIES: PROS/CONS
PROS
Can replicate the same emotion a customer would feel without recreating the exact situation and/or requiring subject matter expertise
Can develop deep empathy in a short amount of time
Creates the opportunity for reflection and understanding
CONS
Can be expensive and time-consuming to create
Needs careful planning to execute well and be believable, otherwise people can fixate on the flaws
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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MAKING RESEARCH EXPERIENTIAL : DEVELOPERS
Context was a large-scale contextual inquiry study with 18 internal developers
Did a traditional research read out of top insights, followed by experiential activity
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
Method #4: Making Research Experiential
CUSTOMER JOURNEY LINE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
CUSTOMERS WALKING THROUGH JOURNEY LINE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
EMPATHY MAP: SAY / DO / THINK / FEEL
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
EMPATHY MAP: SAY / DO / THINK / FEEL
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
MAKING RESEARCH EXPERIENTIAL : PROS/CONS
PROS
Brings research to life in a way that a traditional report cannot
Solidifies your research findings and makes them more memorable
Rallies the team around a customer and their problems – they feel deep ownership
CONS
Requires a lot of preparation
Requires skilled facilitation
Customers may be intimidated by a large audience (select participants carefully and prep them)
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
ATTRIBUTES TO CONSIDER:L
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STAGE 1: UNDERSTAND & EMBRACE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
Methods
1. Customer Panel2. Customer Video3. Emotional Analogies4. Experiential Research
_ Journey Lines_ Empathy Map
_Pilot and experiment
_Leverage what already exists
_Content trumps production value
_Mix and match methods to make it more meaningful
_Make it required, not opt-in
Tips & Tricks
STAGE 2: PRACTICE AND BUILD MUSCLE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
METHODS
METHOD #5: HAVE LEADERSHIP INTERVIEW CUSTOMERS
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
LEADERSHIP INTERVIEWING CUSTOMERS: PROS/CONSPROS
Hands on experience and customer learning
Reinforces how good of an investment customer learning is
Leading by example/role modeling
CONS
Requires directive coaching up front because leaders have a strong tendency to advocate or teach
Requires a time commitment from leadership team
Potential for misinterpretation of customer views or problems
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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METHOD #6: SKILLS WORKSHOPS
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
SKILLS WORKSHOPS: PROS/CONS
PROS
Scalable way to teach foundational research skills
Practice in a safe environment and get in the moment feedback and coaching
Can empower teams, especially when research resources are scarce
CONS
Difficult to create relevant and realistic situations to fit everyone
Harder to replicate pitfalls in safe environment
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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METHOD #7: CUSTOMER OFFICE HOURS
My team learned a lot today. Thanks for the opportunity to connect with other developers.
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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Thanks for setting it up. We move at a million miles an hour over there so it's rare we get an opportunity to stop and get an objective viewpoint on anything.
CUSTOMER OFFICE HOURS: PROS/CONS
PROS
Low barrier to engagement
Gets teams or individuals to engage with customers who might not make time otherwise
Encourages more frequent feedback throughout a project
CONS
May not be the ideal customer for each person participating
Customers could go un-used
Lack of a defined research plan can lead to less interesting outcomes (poor interviewing?)
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
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METHOD #8: CUSTOMER IMMERSION DAYS
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
CUSTOMER EMPATHY FIELD GUIDE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
CUSTOMER IMMERSION DAYS: PROS/CONS
PROS
Gets an entire team aligned on the customer in a short amount of time
Energizing and impactful
Gets people more comfortable with being uncomfortable – you’re all in the same boat
You’re meeting customers where they are – it’s real life
CONS
Very costly from a time and resource perspective
Logistics need to be orchestrated really well to keep a large number of people safe and on task
Hard to sustain the momentum beyond the event itself
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
ATTRIBUTES TO CONSIDER:L
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STAGE 2: PRACTICE & BUILD MUSCLE
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
Methods
5. Leadership Interview
_ Interview Guides_ Research Guides
6. Skills Workshops7. Customer Office Hours8. Customer Immersion
_Broadly & clearly communicate
_Savor the surprises
_Set your teams up for success
Tips & Tricks
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
FINAL THOUGHTS
WHAT TO CONSIDER FOR YOUR EMPATHY PROGRAM
Expect a wide range of reactions, including skepticism and apathy
Identify your champions & leverage them
Managing the logistics
_Tap into existing channels and operating mechanisms whenever possible
_Introduce rigor around the program
Get executive sponsorship
Be patient & flexible
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
GET IN TOUCH
Dawn Nidy
@uxdawn
Kristy Avgerinos
@KristyAvgerinos
CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
Materials from our program and talk:
CustomerEmpathy.wordpress.org -or-
http://ow.ly/MEAL6