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Start with Empathy: !

Content Strategy and Design Thinking

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Catherine Walker, Design Lead

Karin Ikavalko, Lead Content Strategist

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Today:

-Why empathy is critical to design !-PayPal’s journey !-Reveal content strategy !!

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Empathy

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“Could a greater miracle take place than for us to look through each other’s eyes for an instant?” !

-Henry David Thoreau

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Empathy: !The Human Connection to Patient Care !

-Cleveland Clinic Empathy Series

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Video: The Human Connection to Patient Care

http://youtu.be/cDDWvj_q-o8?t=10s

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Empathy in Design

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emotion data

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People make decisions based on emotion, then rationalize them with data.

emotiondata

“Why You Should Get Excited About Emotional Branding” By Rick Sloboda; April 10, 2014; http://www.smashingmagazine.com/2014/04/11/get-excited-about-emotional-branding/

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Pathos and empathy will change behavior before logic and information will.

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Pathos and empathy

logic and information

“Ethos, Pathos, Logos: 3 Pillars of Public Speaking” By Andrew Dlugan; Jan 24th, 2010; http://sixminutes.dlugan.com/ethos-pathos-logos/

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An emotional response has a greater effect on NPS than a rational response.

emotional response

rational response

The Next Frontier: How to Gain Customer Experience Advantage in Health Insurance” People Metrics; 2013; http://cdn2.hubspot.net/hub/221727/file-307574266-pdf/MECx_HealthInsurance.pdf

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PayPal’s Journey

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Jeff

TracyPaulLauren

KarinCindyKevin

CatherineBryanAndrewAaron

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WHERE WE STARTED:

• Professional but not robotic • Friendly but not chummy • Expert but not bossy • Helpful but not overbearing • Upbeat but not silly • Likeable but not cute • Concise but not rude

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OUR APPROACH:

-Reflect -Empathize -Respond !!

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OUR APPROACH:

-Reflect -Empathize -Respond !!

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OUR PROMISE:

PayPal empowers customers in their everyday moments.

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OUR APPROACH:

-Reflect -Empathize -Respond !!

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unhelpful

dishonest

unsympathetic

out of touch

controlling

“I don’t think PayPal wants to be the most hated company on the internet. But my account is limited and they aren’t telling me anything about why or what to do. I hate PayPal!”

!!

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OUR APPROACH:

-Reflect -Empathize -Respond !!

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Secure

Confident

Independent

Included

Delighted

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PayPal’s Voice

Confident

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PayPal’s Voice

HelpfulSimple

Confident

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Trustworthy

Included

Empathetic

EmpatheticHelpful

Independent

SimpleHelpful

Confident

SimpleTrustworthy

Secure

SimpleLikeable

Delighted

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Delighted

Secure

Confident

Independent

Included

*Hierarchical Levels of Desired Customer Response

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Reveal Content Strategy

© 2014 PayPal Inc. All rights reserved. Confidential and proprietary 31Sketch by Laura Ward, Consumer Design Lead, PayPal

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Define Ideate!

Prototype !

Test Empathize

Content Strategy + Voice

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Define Ideate!

Prototype !

Test Empathize

Content Strategy + Voice

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Customer Journey

Consideration Enrollment Participation Retention Awareness

PayPal Response

Secure

Confident

Independent

Included

Desired Customer

Emotion

Delighted

Secure Confident IndependentConfident Included

Trustworthy + Simple Helpful + Simple Helpful + Simple Empathetic + Helpful Trustworthy + Empathetic

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Delighted

Secure

Included

PayPal Response

Desired Customer

Emotion

Helpful + Simple

Independent

Consumer Web: Payment Preferences

Confident

Confident

-Complicated funding mix rules !-Legal requirements !-Different settings for in store and online !“This should be simple but I can’t find it, all I want to do is change from my bank account to my credit card but PayPal has made it too hard for me.” !

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Consumer Web: Payment Preferences

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What’s next for you?

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Empathize Find your voice Reveal content strategy

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!!“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” !!

-Maya Angelou