Google Research

Building Empathy: Scaling User Research for Organizational Impact

  • Ariel Liu
  • Victoria Schwanda Sosik
  • Khadine Singh
CHI '18 Extended Abstracts on Human Factors in Computing Systems (2018) (to appear)


Building user empathy in a tech organization is crucial to ensure that products are designed with an eye toward user needs and experiences. The Pokerface program is a Google internal user empathy campaign with 26 researchers that helped more than 1500 employees—including engineers, product managers, designers, analysts, and program managers across more than 15 sites—have first-hand experiences with their users. Here, we discuss the goals of the Pokerface program, some challenges that we have faced during execution, and the impact we have measured thus far.

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