The customer driven playbook by Microsoft

Microsoft scales customer empathy using teamwork

At this year’s Qual360 event, Travis Lowdermilk (UX researcher with Microsoft), shares how Microsoft scales customer empathy using teamwork. In order to understand their customer’s feelings better, Microsoft’s Developer Division involved more employees in the research process. That’s right, non-researchers doing research!

There had to be a number of changes made to company culture. This is to help more team members learn how to conduct customer research. To begin, they updated their language to include more research terms such as, naming ideas about customers into assumptions and framing product ideas into hypotheses. They then had researchers and non-researchers test their hypotheses with real customers.

By creating a culture of learning and knowledge sharing, more employees were able to interact with customers which led to more empathy and connection. Want to learn more about the process? Check out the video below.


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Qual360 North America to be held on March 8&9 in Washington D.C. (Face-to-Face)!

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QUAL360 North America, March 8-9, 2022 Washington D.C.

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