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UX at Canadian Tire:
Baking Empathy into Projects
#UTwebinar @UserTesting
Steve McGuire
		
Associate Manager Usability and Optimization, Canadian Tire
UserTesting’s on demand customer
insights platform enables companies
to create powerful products and
exceptional customer experiences.
#UTwebinar
We Partner With Thousands Of Customers
#UTwebinar
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
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
UX at Canadian Tire:
Baking Empathy into Projects
Steve McGuire
Places I’ve been
Canadian Tire provides products
and services for the jobs and
joys of everyday life in Canada.
There are 490+ stores
from coast to coast.
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)
Sympathy vs Empathy
…then they got
cool with it.
A brief history of Empathy in UX
In the
beginning…
Then…
Now…
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
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)
But…
We are all a
Use Case of ‘1’
I think customers want...
Testing users allows for whole teams
to experience Empathy for customers.
Get everyone involved!
•  Designers
•  Business Analysts
•  Content Providers
•  Developers
•  Learning Solutions
•  Project Managers
•  Anyone really…
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
But there are Risks…
Moderated
User Testing
Moderated
User Testing
@ CT
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)
Collaboration creates Empathy
Reduce Risk.
Why Collaborate?
Sharing is good!
Share early and often.
Build Consensus.
Make Empathy work for you
Other tips on infusing
Empathy into projects
Humanize user
responses to
your designs
Socialize your
big TV
Moments
Become
your Mother
What is it all good for…
Empathy is powerful
Why take on all the Risk?
VS
Channelin’
The Don
Thanks!
You can find me on LinkedIn.

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UX at Canadian Tire: Baking Empathy into Projects