EMPATHY IN THE ENTERPRISE: understanding the role humans and - - PowerPoint PPT Presentation

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EMPATHY IN THE ENTERPRISE: understanding the role humans and - - PowerPoint PPT Presentation

Apr 09, 2023 478 likes •918 views

EMPATHY IN THE ENTERPRISE: understanding the role humans and technology play in big website problems Dani Nordin, Director of Digital UX Drupalcon New Orleans, May 2016 EMPATHY IN THE ENTERPRISE Hi there! Dani Nordin (@danigrrl) is the

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EMPATHY IN THE ENTERPRISE:

understanding the role humans and 
 technology play in big website problems

Dani Nordin, Director of Digital UX

Drupalcon New Orleans, May 2016

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@danigrrl | #EnterpriseEmpathy

EMPATHY IN THE ENTERPRISE

Hi there!

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Dani Nordin (@danigrrl) is the Director

  • f Digital UX at Pegasystems, overseeing

the user experience of the company’s global web properties. She regularly writes and speaks on design, UX and

  • Drupal. You can usually find her drinking

coffee, making things with yarn, and hanging with the world’s most adorable 3-year-old.

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drupal.org/u/danigrrl

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twitter.com/danigrrl

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@danigrrl | #EnterpriseEmpathy

EMPATHY IN THE ENTERPRISE

Let’s talk about

design thinking

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BUSINESS TO BUSINESS BUSINESS TO CONSUMER

OR ETHNOGRAPHY EMPATHY MAPS DESIGN SPRINTS CREATING A NEW PRODUCT

When we talk about design thinking, 
 we mean…

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BUSINESS TO BUSINESS BUSINESS TO CONSUMER

BUSINESS TO EMPLOYEE

USABILITY TESTING CONTEXTUAL INQUIRY 
 & INTERVIEWS OPTIMIZING EXISTING FUNCTIONALITY ADDING NEW FEATURES TO EXISTING TECHNOLOGY STACKS REDESIGNING/MIGRATING 
 TO NEW PLATFORMS PROTOTYPING & DESIGN SPECIFICATIONS

But enterprise designers have to live HERE:

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WHAT DO WE MEAN BY EMPATHY?

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EMPATHY FOR TECHNOLOGY

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THOSE TAXONOMY TERMS CAN’T BE CHANGED; THEY’RE FROM [OUR LEGACY SYSTEM THAT’S BUILT IN OUR PROPRIETARY TECHNOLOGY]. IF YOU UPDATE OR ADD INFO, THEY’LL GET OVERWRITTEN IN THE NEXT SYNC.

Harried developer

EMPATHY FOR TECHNOLOGY

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EMPATHY FOR CONTENT CREATORS

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EMPATHY FOR CONTENT CREATORS

Content creators for Pega websites

TECHNICAL WRITERS E-LEARNING SPECIALISTS DIGITAL MARKETERS

Writes on pace with engineering Has to time publishing with product releases Has to turn chunks of content on

  • r off depending on what gets

released in this version Authors in a specialized tech docs tool (Madcap Flare) Creates tutorials, video lessons and walkthroughs Lessons on one site may include a video combined with articles from another site followed by a quiz Also authors content in Flare Creates marketing campaigns, landing pages, blog posts and other site content Designs often need lots of customized content formatting Key aspects of the site are beholden to hard-to-change legacy systems So much content, so little time!

How do I get the content I write in Flare into Drupal without losing formatting or duplicating work? How do I create a learning experience that crosses two platforms, but feels seamless? Why do we need two weeks of development time to create a set of landing pages?

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EMPATHY FOR CONTENT CONSUMERS

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EMPATHY FOR CONTENT CONSUMERS PRE-SALES ENGINEER PRACTICE LEAD OPERATIONS DIRECTORS IT PROFESSIONALS CEOs PEOPLE WHO SELL OUR PRODUCTS PEOPLE WHO BUY OUR PRODUCTS ACCOUNT EXECUTIVE SALES/ IMPLEMENTATION PARTNERS

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EMPATHY FOR CONTENT CONSUMERS PRE-SALES ENGINEERS PRACTICE LEAD PEOPLE WHO BUILD WITH OUR PRODUCTS PEGA-EMPLOYED CONSULTANTS SALES/ IMPLEMENTATION PARTNERS DEVELOPERS EMPLOYED BY 
 PEGA CUSTOMERS

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EMPATHY FOR CONTENT CONSUMERS POTENTIAL PARTNERS NEW HIRES AND THEN THERE’S… PEOPLE WHO NEED TECHNICAL SUPPORT INDUSTRY ANALYSTS COMMUNITY MODERATORS EVENT ATTENDEES

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EMPATHY FOR THE ORGANIZATION

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https://www.jisc.ac.uk/podcasts/the-role-of-the-independent-developer-in-edtech-4-jan-2016

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https://www.atlassian.com/software/jira

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NOPE.

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WHERE DO WE START?

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START WITH A SMALL GROUP AND WORK YOUR WAY OUTWARD

PRINCIPLE

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START WITH A SMALL GROUP AND WORK YOUR WAY OUTWARD

How to get started

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Have a broad research toolkit

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Interviews and contextual inquiry

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Usability tests

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Surveys

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Analytics

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Find opportunities to do research

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Kicking off new design projects

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Evaluating designs in process

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Research at user-group conferences and meetups

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FIND AND BEFRIEND THE GATEKEEPERS TO YOUR USER BASE

PRINCIPLE

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FIND AND BEFRIEND GATEKEEPERS

Who are the gatekeepers?

DEPARTMENT HEADS CUSTOMER SERVICE REPRESENTATIVES MARKET RESEARCHERS EVENT ORGANIZERS

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FIND AND BEFRIEND THE GATEKEEPERS

How to involve them

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Work with event coordinators to organize research at company/user group conferences and meet ups

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Sit with customer service reps to understand the types of questions they get most frequently

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Work with department heads to better understand their employees’ needs, and introduce you to potential research participants

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Ask department heads and event coordinators to forward recruitment emails and surveys

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Talk to market researchers to understand how the company segments its customers

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FOCUS ON BEHAVIORAL SEGMENTS, NOT MARKETING SEGMENTS OR JOB ROLES

PRINCIPLE

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FOCUS ON BEHAVIORAL SEGMENTS

Marketing segments

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Tells you what people are likely to need/buy and why

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Helpful for determining what products/content to offer

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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

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FOCUS ON BEHAVIORAL SEGMENTS

Behavioral segments

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Tells you how people interact with your site, content or product

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Focuses on specific behaviors or philosophies

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More likely to inform new features or functionality HARRIED EXECUTIVE OFFICE 
 THOUGHT LEADER LIFE-LONG LEARNER SHOW, DON’T
 TELL EXAMPLES

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“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

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FOCUS ON THE JOB(S) TO BE DONE

PRINCIPLE

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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

FOCUS ON THE JOBS TO BE DONE

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FOCUS ON THE JOBS TO BE DONE

Job stories

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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.

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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.

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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

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SOCIALIZE WHAT YOU’VE

  • LEARNED. A LOT. NO

REALLY - ALL THE TIME.

PRINCIPLE

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Feature Priority Matrix

SKO RESEARCH FINDINGS

Essential Nice to Have Utilitarian High Polish

PEGA.COM VIDEO FEED PRIORITIZE SALES “ENTRY POINTS” FEATURED STORY SNIPPETS SHOW HOW SLIVERS CAN EXPAND PRODUCT PAGE HIGHLIGHT VIDEO SPOTLIGHT CASE STUDIES OPEN SALESHUB TO SALES COLLABORATORS ADMINISTRATION/LEGAL CONTENT PRIVATE COLLABORATION SPACES INTERNAL “READ THIS FIRST” CUSTOMER-FACING “READ THIS FIRST” SOLUTIONS CONSULTING CONTENT SECTION

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“WHEN WE’VE TALKED TO PEOPLE THROUGHOUT THE ORGANIZATION, WHAT WE’RE HEARING IS A NEED FOR [THIS TYPE OF FEATURE].”

She says in a meeting with the CEO

SOCIALIZE WHAT YOU’VE LEARNED

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https://www.youtube.com/watch?v=wMTYs2LeyEQ

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Friday, May 13 at the Convention Center First-Time Sprinter Workshop - 9am-12pm in Room 271-273 Mentored Core Sprint - 9am-6pm in Room 275-277 General Sprints - 9am-6pm in Room 278-282

Join us for Sprints!

Evaluate this session:

http://bit.ly/1rNJ0z4