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  1. 1. UXPA 2015 DAWN NIDY // EXPERIENCE DESIGN L E A D E R K R I S T Y A V G E R I N O S / / U S E R R E S E A R C H E R Create a Customer- Driven Culture that Inspires a Large Organization
  2. 2. CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  3. 3. ABOUT INTUIT CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  4. 4. CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION MISSION: To improve our customers financial lives so profoundlythey cant imagine going back to the old way
  5. 5. ABOUT OUR TEAM JOURNEY CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  6. 6. THE MAGIC HAPPENS WHEN DEVELOPERS GET AND SEE CUSTOMER PAIN THE BIGGEST SINGLE SOURCE OF INNOVATION IS TYPICALLY THE ENGINEERS. THEY KNOW WHATS POSSIBLE BETTER THAN ANYONE - MARTY CAGAN 6
  7. 7. CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION 7 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 Recruiting Enable Insight Sharing
  8. 8. STAGE 1: UNDERSTAND AND EMBRACE CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION METHODS
  9. 9. METHOD #1: CUSTOMER PANELS CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  10. 10. 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 L L L H H H Impact Expens e Time ATTRIBUTES TO CONSIDER:
  11. 11. METHOD #2: CUSTOMER VIDEOS CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  12. 12. MEET MARY (VIDEO) CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION https://www.dropbox.com/s/t4mll5s5v99fsze/Mary%20Revised%20Short%20 Cut.mp4?dl=0
  13. 13. 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.
  14. 14. CUSTOMER VIDEOS: PROS/CONS PROS Skilled interviewing and good editing results in videos that lead to deep empathy Can show the context of a customers 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 ATTRIBUTES TO CONSIDER: L L L H H H Impact Expens e
  15. 15. CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION Method #3: Emotional Analogies
  16. 16. CON 1 Collecting and Sorting Mountains of PaperworkAccountant Pain in Collecting & Sorting Data
  17. 17. ROLE PLAYING: ACCOUNTANT ACTIVITY CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  18. 18. CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION ACCOUNTANT ACTIVITY VIDEO https://www.dropbox.com/s/pilxrjanxgnmmjc/Accountant%20Activity%20Video.m p4?dl=0
  19. 19. 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.
  20. 20. 14 MILLION AMERICANS ARE UNEMPLOYED. NOW IMAGINE YOURE ONE OF THEM. YOUR SAVINGS ARE GONE. YOUVE LOST YOUR HOUSE. AND YOURE DOWN TO YOUR LAST $1,000. CAN YOU MAKE IT THROUGH THE MONTH? PLAYSPENT.ORG
  21. 21. CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  22. 22. EMPLOYEE REACTIONS VIDEO CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION https://www.dropbox.com/s/r5e0ni4sdk5t1na/IgniteCompilationVideo.mp 4?dl=0
  23. 23. 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 ATTRIBUTES TO CONSIDER: L L L H H H Impact Expens e
  24. 24. 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 24 Method #4: Making Research Experiential
  25. 25. CUSTOMER JOURNEY LINE CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  26. 26. CUSTOMERS WALKING THROUGH JOURNEY LINE CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  27. 27. EMPATHY MAP: SAY / DO / THINK / FEEL CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  28. 28. EMPATHY MAP: SAY / DO / THINK / FEEL CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  29. 29. 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 L L H H H Impact Expens e
  30. 30. STAGE 1: UNDERSTAND & EMBRACE CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION Methods 1. Customer Panel 2. Customer Video 3. Emotional Analogies 4. 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
  31. 31. STAGE 2: PRACTICE AND BUILD MUSCLE CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION METHODS
  32. 32. METHOD #5: HAVE LEADERSHIP INTERVIEW CUSTOMERS CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  33. 33. LEADERSHIP INTERVIEWING CUSTOMERS: PROS/CONS PROS 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 ATTRIBUTES TO CONSIDER: L L L H H H Impact Expens e
  34. 34. METHOD #6: SKILLS WORKSHOPS CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  35. 35. 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 ATTRIBUTES TO CONSIDER: L L L H H H Impact Expens e
  36. 36. 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 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.
  37. 37. 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 ATTRIBUTES TO CONSIDER: L L L H H H Impact Expens e
  38. 38. METHOD #8: CUSTOMER IMMERSION DAYS CREATE A CUSTOMER-DRIVEN CULTURE THAT INSPIRES A LARGE ORGANIZATION
  39. 39. CUSTOMER EMPATHY FIELD GUIDE CREATE A CUSTOMER-DRI