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Designing for Empathy · PDF file Designing for Empathy Design & Content Conference 2016 Ron Bronson. Do you ever read a magazine article and know the article was written with the

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  • Designing for Empathy

    Design & Content Conference 2016 Ron Bronson

  • Do you ever read a magazine article and know the article was written with the assumption that you would not be

    reading it?

  • “A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.”

    - Ted Levitt (1960)

  • By failing to consider the people outside of our own realities who become active users, we ignore the potential audiences that could have a transformative effect on our products.

  • Designing for worst case scenarios

  • “Stress cases aren’t only about crisis — they apply when something mundane goes wrong, too.” Eric Meyer + Sara Wachter-Boettcher Design for Real Life

  • What’s the process for have your power turned back on if it’s been shut off?

  • You deposit a check. Your account is flagged. You find out when you attempt to withdraw

    cash. What’s the process for having the account removed from suspension?

  • We think we know our audiences.

  • Canvass any set of workers at your local division of motor vehicles, welfare office or bank. CX people working there will be able to give you a snapshot of their customers from the perspectives they’ve gathered from their time on the front lines.

  • We create biases toward our imagined outcomes. This makes us more likely to forget about, or at least minimize, the possibility of other outcomes.

  • Sometimes it’s explicit. “We’re designing for the 85% not the 15%” But who are the 85%

  • Perspective influences the goal line

  • ● Emphasis on team composition. ● Ask better questions, earlier. ● Consider different frameworks for user

    testing. ● Onboarding matters.

    Takeaways

  • Bonus round!

  • Questions? @ronbronson on your Twitter machine [email protected]

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