– Hi, I’m Joe Welinske, and I’m the Program Manager for ConveyUX, and that’s Seattle’s User Experience Conference. We’re going into our eighth year. It’s gonna be March third, fourth, and fifth, in downtown Seattle. It’s produced by Blink, and I get the chance to talk to all of our speakers, and today I’m speaking with Carmen Broomes. Hello Carmen. How are you?

– Hi, I’m good. Thank you for having me.

– Oh yeah, no, it’s great to have you involved, and I’m talking remotely today. I’m not at our Blink Seattle headquarters office. Where are you talking to us from?

– I’m here in Austin, Texas, at Indeed.

– It’s great to have you, while you’ll be visiting from Austin. Why don’t you talk a little bit about your background, and the types of things you do at Indeed?

– Yeah, so I’m a Senior UX Researcher at Indeed, and a UX Manager. But most of my day is spent on talking to customers, and really understanding who our customers are, and helping draw up strategy for the business. And I love what I do, it’s great. And I really get to connect with a lot of people across the business, and I get to talk to a lot of our customers. And I’m mostly talking to a lot of our small business customers. And it’s just a great company, and a great opportunity.

– For people that may not be familiar with your organization, what’s the product service that you’re involved in?

– I’m on the employer side of the business. So this is helping employers find people for their company. And I’m part of the Small Business group. So I spend a lot of time really helping our business understand our small business customers, and what their needs are, what their motivations are, what their pain points are. So that we can make better decisions, and also, so we can help people find jobs.

– Well, we’ll talk about your session topic in a minute. Is there anything going on that you’re particularly passionate about? Anything new and exciting in your world?

– Oh, yes. So last night, I had the privilege, through a previous colleague, and a manager, actually, she works here at Indeed too. She teaches a UT class, a class at University of Texas. And she invited me to come in as a guest lecturer last night, and it was a great experience. What was great is, I had the opportunity to tell students a little bit about my background. I’ve been a UX probably a little over 15 years or so, and I’ve seen a lot, experienced a lot. You can imagine, 15 years ago, was right when the Internet was kind of taking off. And so, I got a chance to tell a lot of stories of how we could’ve incorporated better user experience, better research, to make better decisions, and some product failures. Some things that we could’ve done differently. And that was a great opportunity to share some stories with the students, and I also gave them a couple exercises. And just to relay the message that the number one reason businesses fail, is because we’re not in touch with our customers, and we’re not in touch with our customers and their user needs, and their pain points. And the more we can really understand who our customers are, the better we can provide solutions for them, and we can innovate.

– Is that gonna inspire you to maybe take on your full course at some point?

– Not yet. But it was a great experience, definitely.

– Let’s talk a little bit about your session. So the title is, “Empathy for Business Impacts.” So give us a little bit of an insight into what you’re gonna be talking about.

– So we live in the age of big data. We know that we can… Today is a world where you can get a lot of information about your customers, through understanding analytics, through their behaviors on their site. But we need to dig a little bit deeper. We really need to understand their behaviors, what motivates them, what they’re worried about. And being able to work with our product teams, in order for them to understand who the customers are, and the why behind things. So we may get a number, and we may understand that someone didn’t click that button, but we don’t really know why. Or we may understand that someone clicked on this button a lot, but maybe we have the wrong assumptions as to why they’re clicking on a particular button, for example. So one of the things I’m gonna address is, how to get buy-in, internally, to build empathy for your customers. So internally, by getting your team watching videos, taking notes, and participating in research. And then, eventually they are telling the same stories you are, about your customers. So not only do you have all the knowledge, now they have the knowledge. And then, also, I’m gonna talk about how that actually drives business impact in the product. And I’m gonna share some stories of how we’ve been able to move the needle on creating business impact. Also, generating revenue for the company. Indeed has grown significantly over the past few years. And it is because we really do care about qualitative and quantitative data.

– That sounds like it’s gonna fit just perfectly into our conference program. So I’ll look forward to having you here on your visit from Austin to present that, and I appreciate you taking the time to talk with me for a few minutes today.

– Okay, thank you. And thank you for allowing me to talk to you also. I’m really excited about the conference, and it’s been a really great experience.