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THE CORE OF

INNOVATION
EMPATHY & EXPERIEMENT
YAHOO
mobile + design

HC Lai
User researcher

Joe Hsia Kaba Su


UX Designer

UX Designer

INNOVATION


Business

viability

Technology

feasibility

User

desirability

innovation

UX
User eXperience

UCD
User Centric Design

Optimization

Incremental innovation

What a wonderful world?

Radical Innovation

Radical Innovation

Technology
Change

Meaning
Change

Radical Innovation

1
N
5
4
3
2

2
3

4
5

Empathy

Experiment

U
USER & EMPATHY

Meaningful innovation
start with USERS

Go out and be Curious

Go out and be Curious

Walk into their daily lives


,

Visit their favorite spots

Collect stories behind objects

The role of internet in daily lives

immerse in the context

Increase empathy & Find meaning

From user data to insights

WHYs

Digest insights and form POV

App

Google 2014
Apple App Store

30

app

Learn from existing and


extreme users

Discoverability

Familiarity

Delight

Value framework

Discoverability

Doesnt matter if users plan to buy something or not,


they need to have ability to discover products that
interest them quickly and smoothly. User also expect to
see good content being continuously updated.

Familiarity

As users interactions with our app increase, they


expect to see more personalized content and UX.
Similar to shoppers browsing in a physical store that
they frequently visit, we want to create the sense of
belonging.

Delight

This app should created delightful UX and surprises


within our interactions. Using our app should be fun.

Are meanings enough to help


us move from 0 to 1 ?
,

E
EXPERIMENT

design/build products people love

What lean startup taught us

What lean startup taught us

fail fast, often, and smart

What building products at Yahoo is

learn fast, often, and smart

how?

empathy

data

empathy/data

hypothesis

brainstorming/
how might we

ideation

storyboarding

prototyping

iteration

iteration
empathy/data

hypothesis

empathy/data

iteration

hypothesis

empathy/data

experiment

hypothesis

good/great ideas arent enough

execution

S
SPACE & CULTURE

Magic happens
when we work at the same
SPACE

The magic field designed for


open, transparent and fast
communication

The magic field designed for


open, transparent and fast
communication

Make it tangible:
what you see is what you get

Find your collaboration tool:


ideas cant wait

R
REPEAT

SE

INNOVATION

REPEAT
S

SE

INNOVATION

Innovation doesnt happen in a vacuum


Rogier van der Heide, Chief Design Ocer of Philips Lighting

At Yahoo, innovation is a REPEAT of


starting and staying with USERS,
giving the team the SPACE to be
inspired and ideate, and EXPERIMENT
over and over again.

Innovation
is like exploring the sea

yahoomode.tumblr.com