Project pokerface: building a user-centered culture at scale.

We describe a project ('Pokerface') we ran at Google to increase our collective focus on the user. It involved hundreds of Eng/PM across multiple locations. This immersion project allowed non-UX professionals to feel firsthand the delight and, and at times, pain of our users when using our products. It strengthened the bond between colleagues and users and called to attention issues that needed immediate action.