Empathy at Work: Explaining the Who, What, Why and How
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Empathy is a hot topic in business lately. Teams who go outside their organization to develop empathy for their customers are crafting winning products that deliver on the wants, needs, and desires of their audiences. But empathy not only plays a critical role with those we serve; it also has a vital role inside the team–collaboration is enhanced and individuals are empowered when their own needs and goals are understood. This panel will explore the science of empathy and discuss how empathy fits inside our teams and outside with those our experiences are meant to serve. We’ll share our perspectives on the positive impact of an empathetic mindset, offer tips on how to cultivate empathy within your own organization, and answer questions you may have. Our moderator is a UX Strategist and our panelists include a Psychiatrist, a UX Research Consultant and Published Author, a Design Executive, and a UX Manager.
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Empathy at Work: Explaining the Who, What, Why and How
- 1. EMPATHY AT WORK Explaining the Who, What, Why & How @UXPA2016 #UXPAempathy Andrea Gallagher, Bernadette Irizarry, Dawn Nidy, Indi Young and Dr. Joseph Lee http://www.uxpa2016.org/sessionsurvey?sessionid=187 June 1, 2016
- 2. Q1 – Everyone is talking about empathy these days – Why? @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 3. hotos:JohnWesleyRamsey,LauraRamsey,MindelLerner Scale. Expertise. Experience. @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 5. Q2 – How might we think about empathy when creating products or services? @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 6. emotional empathy @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 7. in your work … emotional empathy supporting another person through an emotional process (real-time) @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 8. cognitive empathy inner voice as a person aims at an intent or purpose @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 9. in your work … cognitive empathy supporting another person in achieving their purpose (over time) @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 12. Design THE SOLUTION V VV ideas have surfaced design has taken form design is forming validateV @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 13. Design THE SOLUTION V VV ideas have surfaced design has taken form design is forming Simmer PEOPLE Creative Inspiration prior to ideas: develop empathy about the larger purpose/intent validateV @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 14. Post-DESIGN Why are our customers behaving the way our quantitative data depicts? Post-IDEA Did we look at this from all angles? Pre-IDEA Are we leaving brilliant ideas undiscovered? @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 15. Design Simmer THE SOLUTION PEOPLE Creative Inspiration V VV validateV @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 16. evaluative generative @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 17. evaluative generative problem space pre-ideas, exploring person’s larger purpose/intent solution space ideas have surfaced &/or design has some form @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 18. Q3 – UX and Research teams have “owned” empathy. Does it have to be that way? @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 19. The biggest single source of innovation is typically the engineers. They know what’s possible better than anyone. The magic happens when developers get and see customer pain… –MARTY CAGAN “ ” @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 20. Q4 – How do we get others to pick up the work of empathy effectively? @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 21. Accountant pain in collecting & sorting data @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 22. ACCOUNTANT ROLE PLAYING @UXPA2016 #UXPAempathy
- 23. ACCOUNTANT ACTIVITY @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 24. 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. How did this make you feel? Stressful. Rushed. Time Pressed. Frustrated. Mary made me mad. “ ” ACTIVITY REACTIONS @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 25. LEADERSHIP INTERVIEW CUSTOMERS @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 26. SKILLS WORKSHOPS @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 27. CUSTOMER OFFICE HOURS “My team learned a lot today. Thanks for the opportunity to connect with other developers.” “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.” @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 28. Q5 – How do we know we’re being empathetic? Is there a wrong way to do it? @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 29. many applications of empathy: • persuade (change beliefs, behavior) • encourage growth, maturity • support intents & purposes of others • communicate clearly; tone, vocab • act like someone else @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 30. Q6 – Audience Questions @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 31. Extra Slides Follow from here on
- 32. A model of people’s behavior, beliefs, & emotions in a certain scoped situation Capabilities, competition, business goals, technical foundations, slotted where appropriate to support that behavior @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 35. problem idea! idea! idea! idea!problem how other people reason toward a purpose @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 36. problem idea! idea! idea! idea! idea! idea!idea! idea! idea! idea! idea! idea! idea! idea! idea! how other people reason toward a purpose problem @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 37. keep stuffing your brain how other people reason toward a purpose @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 38. emotional empathy @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 39. cognitive empathy understand what went through a person’s mind @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 40. emotional empathy From Pixar’s characters Sadness and Bing Bong, Inside Out Sadness: “I’m sorry that they took your rocket. They took something that you loved.” Joy: “How did you do that?” Sadness: “Oh, I don’t know. He was sad, so I listened.” @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 41. Photos:JohnWesleyRamsey,LauraRamsey,MindelLerner larger, human intent or purpose @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 42. develop empathy listen apply empathy walk in shoes @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 43. Photo:WilliamMurphy,flickrinfomatique/7599598276 a listening session is like going on a tour don’t ask the guide about something that is down the street or outside their topics @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 44. many applications of empathy: • persuade (change beliefs, behavior) • encourage growth, maturity • support intents & purposes of others • communicate clearly; tone, vocab • act like someone else @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 45. tasks goals intents & purposes @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 46. “book a flight” “take a trip” “hike the Grand Canyon” @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 51. average per day 0 50000 100000 150000 200000 250000 300000 350000 travel purpose age gender checked bags passengers 332,982 209,548 71,567137,981 25-34 35-44 45-65 65-75 business personal combo @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 52. Examples: Spurious Correlations http://www.tylervigen.com/spurious-correlations @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 53. check things I can’t get through security (beer) check bulky gifts, poster, scuba gear worry I will lose my checked bag assume my checked bag will be thrashed again wonder what the white powder was on my bag keep my expensive medical device with me make sure my guitar is not damaged in baggage carry on computer, camera so it’s not stolen avoid rolling bag through connecting airport realize picking up checked bag only adds 5 min. @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
- 54. Not Again “There were those two times where my checked suitcase came back with white powder all over it; what was that?! And the time my suitcase was totally thrashed, so much so that I had to buy a new one. It was a pain to file a claim. Or worse, there was that time they lost my luggage and I had to take time out to go shop for replacements during my trip. Those were awful experiences.” Won't Go Onboard “I usually bring my stuff on board with me, but there will always be an exception. That time I brought beer back from Belgium to share with my friends--no way I was getting that through security. Or when I was presenting a big poster at a conference, I had to check it. Snorkeling gear and stuff for vacation didn't all fit in my roll-aboard. So there are times when I have to check stuff.” Protect Stuff “I was bringing a very expensive piece of equipment to colleagues, and no way was I going to let the gorillas toss it around. I was sure they would break it. It would be an annoying setback to lose my laptop, and have to take time to recover the data and set up a new one. My guitar has sentimental value, so it needs to be in its case, protected in the overhead bin.” Terminal Experience: “It only adds five minutes to my transit time to go down to the carousel to pick up my bag. Once I realized that, I decided to make it easier on myself inside the terminal. No maneuvering bags in the restrooms. No hefting the roll-aboard up to the bin, or dragging it up steep jetways. No juggling my stuff when I pay for and pick up food at the counter. It's easier on me this way.”
- 55. unfamiliar with this road & didn’t expect peds never been here; searching for sign, address distracted by a commotion, surprising image I did not see the peds at all the car in the other lane blocked my view the sun was in my eyes, so I didn’t see ped as a driver, I have the right of way on the road there’s a law that says I have to stop?!? the law is that peds must wait for an opening I didn’t want to slow down the cars behind me I didn’t want to wait, and I’m faster than a ped I was going somewhere more important than peds @UXPA2016 #UXPAempathy http://www.uxpa2016.org/sessionsurvey?sessionid=187
Hinweis der Redaktion
- [Andrea will ask each panelist to respond to this, with Joey talking last to wrap up with the broader concept] Primary responders: Joey Minor responders : All Bern – Historically there is a return to distributed and connected work Indi – Technology has caught up, it has come out of its awkward teen years Dawn – We’re comfortable blaming the product Joey – Culturally we are able to handle it
- “This new way of working during the industrial revolution was jarring on a variety of fronts. Work moved from hand to machine; people accustomed to the close relationships formed in small communities felt trapped in chaotic cities; and a capitalistic system began to emerge that leveraged the intense work ethic of the farmer while layering in an obsession with scale. http://www.computerhistory.org/timeline/1968/
- 2) In our work as Product Development teams, how might we think about empathy? Primary responders: Indi Minor responders: Bern Indi explains the difference between cognitive and emotional empathy Core ways it helps in developing products and services Empathy as listening (a bit about not all research leads there) Previous notes: What are the different levels and applications? (Am I already “doing” empathy?)
- It’s also how actors and authors convey a character to you. If you don’t feel what the character is feeling, you lose half the story. It’s like a bolt of lightning that zaps you with the person’s feeling.
- Which is where you get “sensitivity”
- It's more than being sensitive to others' emotions. It's about supporting different people in different ways according to their purpose. Not their needs or goals. Their purpose.
- Which is where you get “sensitivity”
- When You Have Questions -- Post-design, post-idea, pre-idea
- Primary responders: Joey Minor responders: Bern, then Dawn Joey nobody needs to uncage empathy it is innate Bern: teams can put the ownership mantle down Dawn: Magic happens
- DAWN: And the importance of empathy for engineers was summed up beautifully in this quote from Marty Cagen during an interview at Intuit a few years ago. He said “the magic happens when developers get and see customer pain” because they know what’s possible and when armed both with that knowledge and the understanding of the customer pain, they are often the source of innovation.
- Primary Responder: Dawn (Lots to show here) Secondary Responder: NA
- KRISTY: Sometimes your domain knowledge, or even lack of knowledge, on a subject can get in the way of you fully understanding what your customer goes through, but by utilizing an analogous experience, you can often create a similar emotional state. So let me set the stage for this next example: After observing accountants during tax season we learned that: Collecting documentation from clients is time consuming and painful Once documentation is collected, the accountant has to sort through mountains of paperwork to find what they need – clients would actually bring boxes like you see in this image, full of paperwork that the accountant has to go through. Missing or incomplete data is a problem that interrupts the workflow of the accountant and results in them having to continue to ask/nag their client So first we have collecting and sorting data – we know that getting data from clients is painful, and then once they have it, they have to sort through it to find what they need and discover anything that might be missing – and that causes disruption to the workflow. As a side note, these are pictures taken from a real accountants office – they get so much paperwork it fills every corner of every space in the office. So we wanted our employees to understand the pain an accountant goes through during the rush of tax season, but trying to recreate exactly what they go through would require significant tax domain knowledge, which our team did not have. Instead we needed to create an experience that would elicit the same emotions without needing the domain expertise.
- KRISTY: To do this, we used an online survey, simple word documents and dropbox to create the experience. Participants were asked to imagine they were an accountant during tax season: they had to communicate with fake clients throughout the process using open ended questions in the survey, (CLICK) They downloaded the client’s documents from dropbox, sorted through those documents to find and tally the ones with the name of a color on them. (CLICK) and then finished by entering the totals for each document type to determine the amount of taxes their client owed. They did all of this with a 15 minute time limit to simulate the rush of tax season.
- This short video shows about 50 of our developers going through the activity– just to give you a visual of how it worked…
- KRISTY: I’m not sure if you can tell from the video, but the experience itself is completely standalone – everything was monitored and paced through the survey tool, but we usually ran it as a group and then spent time debriefing afterwards. When we introduced the activity it was met with a fair amount of skepticism from the participants – mostly because it seemed simple and a little silly, but afterwards they were genuinely surprised by how much they learned and how much they could empathize with what accountants go through. They also shared that the exercise made them feel stressed, rushed and frustrated – all emotions that accountants can relate to during the very busy tax season.
- DAWN: One of the first things we focused on in stage two was getting people in our organization to interact with customers directly – mostly through customer interviews. The first time we created research and interview guides to help them get started, and often recruited the customers for them, but we had them go through the process of actually interviewing the customer For our program, we specifically started with our leadership team. We knew they were steeped in the perspective of their stakeholders, but not as grounded in the day to day usage of the products and services they owned. We hypothesized that by better understanding their end users, they’d get more empathy and become greater champions of the program and role-models for the rest of the organization to follow. But then we asked them to do it again, the second time with less guidance. We found that some leaders were ready: they found their own customers, asked really good questions, and came back with interesting insights. Other’s, however, needed more help and guidance, which is where the coaching aspect of this phase comes in.
- KRISTY: As we expanded our interview initiative beyond the senior leadership team, we started to notice significant gaps in the people’s skill levels when it came to how they interacted with customers. We knew that part of our second phase we wanted to work on developing the skills and capabilities of our organization and decided that our first skill building workshop should be focused on interviewing! In this hour long workshop, we focused on fundamentals – first encouraging the participants to stop thinking of their customer interactions as interviews, and focus instead on listening and letting the customer drive the conversation. We also challenged them to let go of their solution and just be present in the moment with the customer. (CLICK) – After we went through some of the mindsets, we then had them practice these listening skills with one another using specific scenarios and taking turns being the interviewer, the customer or just an observer. (CLICK) We created little takeaway cards that outlined common pitfalls to avoid – such as talking more than the customer, or teaching instead of listening (CLICK) And best practices to focus on – like being present and asking open ended questions. The cards were guidelines we established that made sense for our team, but you could think about what would be appropriate for your own organization and create your own. I still see people with these cards tucked into their badge holders so that they are with them at all times.
- KRISTY: And on the topic of customer interactions - another method we have used to help our organization directly interact with their customers is office hours. We noticed that although teams were starting to really understand and embrace the power of customer empathy, there was still a perceived barrier to getting access to their customers. The time and effort it takes to decide who, what and when was often enough to stop a team from connecting on their own – and we wanted to address that. So we created an office hours environment where we’d bring in customers and allow employees to drop in and connect with them. Our research team recruited a sampling of customers that we thought would be relevant to the majority of employees and then just sent out an email indicating when they’d be available and asking interested employees to sign up for time. With internal customers, we designated 20 minute time blocks and allowed 3-4 teams to talk to any one customer, but with external customers we usually go for 30 minute segments and limit each customer to two teams – so as not to overwhelm them. But you could do whatever works for your group! Teams were really excited to have a chance to talk to customers and share their ideas- especially because they wouldn’t have made the time to do it on their own. And they loved the fact that it took almost no effort for them.
- If we are going to put more effort into empathy, hHow do weyou know weyou’re being empathetic or not? What is the wrong way to do it? Primary: Indi Secondary: Joey
- If we are going to put more effort into empathy, hHow do weyou know weyou’re being empathetic or not? What is the wrong way to do it? Primary: Indi Secondary: Joey
- If we are going to put more effort into empathy, hHow do weyou know weyou’re being empathetic or not? What is the wrong way to do it?
- May or may not be *better* ideas; certainly broader range
- It’s also how actors and authors convey a character to you. If you don’t feel what the character is feeling, you lose half the story. It’s like a bolt of lightning that zaps you with the person’s feeling.
- Sadness “fixes” Bing Bong with emotional empathy, where Joy failed with her tickling and energy to fix things
- That don’t have to do with the services or things a person has, but the human things that your great-grandparents thought about and planned for.
- Developing empathy requires listening to many different people’s stories to understand how their thinking goes. There is a practical way to do this, and to draw reliable patterns from the words which can guide you
- Back up a step
- Now that I found out the cost, I want to book two seats. And add a third for a friend who is not going to be there for the same length of time. No way to do this.
- Why report numbers by gender? Why not age? Destination? Vacation vs. business trip?
- As much as this sweet little picture is something we we’d like to be true. Usually the two things we correlate at work are more related. Insidious. Our minds like to simplify things.
- Age, gender, economic means—these do not matter here.
- Why report numbers by gender? Why not age? Destination? Vacation vs. business trip?