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UX at Canadian Tire: Baking empathy into projects

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UX at Canadian Tire: Baking empathy into projects

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Steve McGuire, Associate Manager of Usability and Optimization at Canadian Tire, shares how his team uses empathy to drive amazing UX and how to spread this empathy to other team members in the user testing process.

You'll learn:
- How having empathy for customers helps Canadian Tire better understand their frustrations and delights
- How involving team members in the user testing process gets everyone working towards creating frictionless user experiences
- How empathy for other team members and stakeholders benefits the final product

Steve McGuire, Associate Manager of Usability and Optimization at Canadian Tire, shares how his team uses empathy to drive amazing UX and how to spread this empathy to other team members in the user testing process.

You'll learn:
- How having empathy for customers helps Canadian Tire better understand their frustrations and delights
- How involving team members in the user testing process gets everyone working towards creating frictionless user experiences
- How empathy for other team members and stakeholders benefits the final product

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UX at Canadian Tire: Baking empathy into projects

  1. 1. UX at Canadian Tire: Baking Empathy into Projects #UTwebinar @UserTesting Steve McGuire Associate Manager Usability and Optimization, Canadian Tire
  2. 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  3. 3. We Partner With Thousands Of Customers #UTwebinar
  4. 4. Across All Platforms, At All Stages Of Development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any pla6orm or device: #UTwebinar
  5. 5. 8 Steve McGuire Associate Manager Usability and Optimization, Canadian Tire Steve has been a professional designer in physical and digital spaces for almost 20 years. His work includes design leadership for TD Bank, Toronto SickKids Hospital, and the Canadian Broadcasting Corporation. He currently works at Canadian Tire leading the UX practice and designing delightful experiences for all screen sizes. He's a lean UX practitioner and an advocate for evidence-based design. #UTwebinar
  6. 6. UX at Canadian Tire: Baking Empathy into Projects Steve McGuire
  7. 7. Places I’ve been
  8. 8. Canadian Tire provides products and services for the jobs and joys of everyday life in Canada. There are 490+ stores from coast to coast.
  9. 9. A prerequisite to empathy is simply paying attention to the person in pain. - Daniel Goleman (author, Emotional Intelligence) In order to connect with you, I have to connect with something in myself that knows that feeling. - Brené Brown (Ph.D., researcher and story teller)
  10. 10. Sympathy vs Empathy
  11. 11. …then they got cool with it.
  12. 12. A brief history of Empathy in UX
  13. 13. In the beginning…
  14. 14. Then…
  15. 15. Now…
  16. 16. Quantitative (A/B Testing) Qualitative Big sample of peeps Small sample of peeps WHAT CUSTOMERS PREFER WHY? What are users thinking? So… Let’s start with Research
  17. 17. Empathy is key in the design process, especially when you start expanding outside of your comfort zone to new languages, cultures, and age groups. If you try to assume what those people want, you're likely to get it wrong. - Mike Krieger (Instagram co-founder)
  18. 18. But… We are all a Use Case of ‘1’ I think customers want...
  19. 19. Testing users allows for whole teams to experience Empathy for customers.
  20. 20. Get everyone involved! •  Designers •  Business Analysts •  Content Providers •  Developers •  Learning Solutions •  Project Managers •  Anyone really…
  21. 21. Unmoderated User Testing @ CT Team collaborates to determine test criteria 1 Test Author 3 members 3 videos each Team looks for patterns/ identify key findings/ creates recommendations 1 Report Author 1 WEEK
  22. 22. But there are Risks…
  23. 23. Moderated User Testing
  24. 24. Moderated User Testing @ CT
  25. 25. The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing - building empathy for the people that you're entrusted to help. - David M. Kelley (IDEO founder)
  26. 26. Collaboration creates Empathy
  27. 27. Reduce Risk. Why Collaborate?
  28. 28. Sharing is good! Share early and often. Build Consensus.
  29. 29. Make Empathy work for you
  30. 30. Other tips on infusing Empathy into projects
  31. 31. Humanize user responses to your designs
  32. 32. Socialize your big TV Moments
  33. 33. Become your Mother
  34. 34. What is it all good for…
  35. 35. Empathy is powerful Why take on all the Risk? VS
  36. 36. Channelin’ The Don
  37. 37. Thanks! You can find me on LinkedIn.

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