This document discusses the importance of empathy in WordPress development, work, and success. It argues that adopting the perspective of customers by putting aside ego and biases allows developers to better understand real problems and solve them. Examples are given showing how taking an empathetic approach led to increased user retention and profits for organizations. The document encourages getting feedback throughout the development process, respecting users' goals even without knowing them directly, and providing value beyond just products. Empathy is framed as a key but often overlooked aspect of development work.

1. The Secret Ingredient in WordPress
Development, Work, and
Success
EMPATHY
JASON CLARKE
WordCamp Maine • August 16, 2014

2. Jason Clarke
Senior Web Strategist
@jgclarke

3. 10up.com

4. The Secret Ingredient in WordPress
Development, Work, and
Success
EMPATHY

5. Magic?

6. Bad news.
Good news.

7. So… what is empathy?
(in web projects)

8. One way to view empathy.
Putting aside
our ego
tools
projects
plans
biases
fears
To adopt the
perspective of
another
So we can solve
real problems
for people.
206%

9. A shift in focus.
“Don’t worry, we know
how to build WordPress
sites.”
USES WORDPRESS EXPERTISE
(+ NEWEST JS FRAMEWORK )
“We made you a site!”
“Let’s see what’s between
you and more success.”
USES WORDPRESS EXPERTISE
+ THE RIGHT TOOLS FOR THE JOB
“We helped
improve success using
WordPress.”

10. It’s not an either or.
How do creatives
fit in?
We choose the how
when we know the why.

11. It makes a real difference.
/?p=123
vs
/local-support-groups
Search traffic
117%
206%
Forum posts
1 - http://www.usabilityfirst.com/documents/U1st_BCO_CaseStudy.pdf
breastcancer.org Redesign Project
Interviews, testing,
semantic code

12. This isn’t just about feeling good!
5% now
Increase in retention rate
25%Increase in long-term
profits
2 - http://hbswk.hbs.edu/archive/1590.html1 - adaptivepath.com/uploads/documents/apr-005_businessvalue.pdf
45%From 4 steps
to 1

13. What makes it a secret ingredient?
It’s far away.We’re busy.It’s hard.

14. Now, how do we get there?
(in one piece)

15. It’s a process.
Discovery
is not a
line item.
Make goals
when it’s
easy.
Establish
regular
feedback.
money in wallet

16. Feedback goes beyond launch.

17. It’s everyone’s job.
More thoughts here and here

18. We need it with each other as well.
Developer
Blog daily/weekly
Designer
Experiment with plugin or
feature development
Leader/
PM
Respect the overall
goals

19. What if we don’t know our customer?
What do we
know?
!
• ~5+ plugins
• Varying technical skill
• Focused on publishing,
not buying

20. We can still create thoughtful
experiences.
NOTIFICATIONS?!

21. We can still create thoughtful
experiences.
What can we
do?
!
• Make it invisible
• “What Would Core Do?”
• Play the long game
Image of PushUp code
snippet from VIP talk

22. We can still create thoughtful
experiences.
What can we
do?
!
• Make it “invisible” from
WordPress core
• Respect the visitor and
publisher
• Play the long game

23. Get out of your comfort zone.

24. Provide the win, if not the product.

25. Why does it matter?

26. PIXEL PUSHERS
NEED NOT APPLY.

27. NOTHING AGAINST
SCRATCHING YOUR
OWN ITCH.

28. “WE ARE
BUILDING
MICROPHONES.”
-Paul Clark,
How WordPress Saves Lives and Moves Governments

29. Thanks to:
Paul Clark
John Eckman
Taylor Aldridge
Matt James
Jake Goldman
Heidi Clarke
10up
Thank You!
Questions/Feedback?
SLIDES & NOTES AT:
http://jgclarke.org/empathy-wordpress