Taking the "You" out of User Experience
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The document emphasizes the importance of empathy in design, discussing its definition and various types, as well as how it can be developed and measured. It highlights that empathy should be a collective effort in organizations, addressing biases and the need to understand users beyond just their optimal states. Additionally, practical tools for enhancing empathy, like personas and immersive experiences, are recommended to design better user experiences.
Taking the "You" out of User Experience
- 1. @lnorman16 Taking the out of UX Lindsey Norman @lnorman16 #YouOutofUX
- 2. @lnorman16 Taking the out of UX 1) Why is empathy important? 2) What is empathy? 3) Can we learn to be more empathetic?
- 6. @lnorman16 • Graduated from the Rochester Institute of Technology in 1974 • Industrial & Environmental Design Patricia Moore Source: rit.edu
- 7. @lnorman16 Raymond Loewy Moore began working with Raymond Loewy International in NewYork City in 1974. Source: wikipedia.org
- 8. @lnorman16 350 Architects, Designers, and Engineers Source: Video - 2012 RIT Innovation Hall of Fame
- 9. @lnorman16 350 Architects, Designers, and Engineers (Patricia Moore the only woman) Source: Video - 2012 RIT Innovation Hall of Fame
- 12. @lnorman16 Pattie: “What about people with arthritis?” “What about people who use a cane?” “What about people have lost strength?” “What about people with impaired vision?” “What about people who use hearing aids?”
- 13. @lnorman16 “Pattie, we don’t design for those people.” Source: Wired to Care (p.19)
- 14. @lnorman16 Patricia Moore’s Experiment (1979-1982) 116 cities in the US and Canada Source: Video
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- 22. @lnorman16 Moore began working with Sam and Betsey Farber, founders of OXO. Sam came up with the idea for OXO after watching his wife using an apple peeler with her arthritic hands. Source: New York Times
- 24. @lnorman16 • OXO Good Grips tools were an instant success • The company grew rapidly, expanding its line to more than 500 products Source: Wired to Care (p.184)
- 25. @lnorman16Source: Wired to Care (p.185) Universal Design philosophy
- 28. @lnorman16 Who is this person standing in front of me? And why does she care so much about empathy?
- 29. @lnorman16 UX Designer (P.S. we’re hiring :) projekt202.com
- 30. @lnorman16 (not me) Studied Business (didn’t think you could ‘do art’ for a living) • Favorite class was Marketing Research
- 31. @lnorman16 First job: Marketing Research Analyst
- 32. @lnorman16 First job: Marketing Research Analyst
- 33. @lnorman16 Went back to school so I could learn how to make stuff.
- 34. @lnorman16 Worked as an Apple Creative while in school (AKA two years of usability testing)
- 36. @lnorman16 Try filling these out when you have arthritis
- 37. @lnorman16 Out of school, I worked at a small agency as a jack-of-all-trades
- 38. @lnorman16 I get to work with crazy talented people that are committed to putting the people that use our products first.
- 39. @lnorman16 And we get free snacks.
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- 42. @lnorman16 Difference between sympathy and empathy EmpathySympathy Identifying with the feelings of another, but not necessarily sharing in those emotions. Has an element of feeling bad or sorry for someone else. Feeling for someone. The ability to understand the emotions that someone else is feeling and being able to identify with them. Feeling with someone. Source: langelett.com | medium.com
- 44. @lnorman16 Einfühlung Origin of the word empathy From the German word Source: oxforddictionaries.com
- 45. @lnorman16 Einfühlung Origin of the word empathy From the German word (Peter Eckert: projekt202 German founder not happy with my pronunciation) Source: oxforddictionaries.com
- 46. @lnorman16 Einfühlung Origin of the word empathy From the German word Into Feeling Source: oxforddictionaries.com
- 47. @lnorman16 Origin of the word empathy The psychologist Edward Titchener introduced the term “empathy” in 1909 into the English language as the translation of the German term “Einfühlung” Source: http://plato.stanford.edu/entries/empathy/
- 48. @lnorman16 Types of Empathy CognitiveEmotional Sharing in the emotional experiences of another, feeling what the other person feels (Affective empathy) Purposely discovering the underlying thoughts and emotions that guides someone else’s decisions and behaviors (Perspective taking) Source: Practical Empathy Indi Young, (p.24-25)
- 49. @lnorman16 When do we develop empathy? Some scientific debate on when this happens… • It appears that children must first be able to identify themselves as separate individuals before they can truly feel empathy for others Source: earlychildhoodnews.com (Eisenberg, 1995)
- 50. @lnorman16 When do we develop empathy? Some research indicates that it is not until the child is approximately six or seven years old that she becomes cognitively capable of "walking in someone else's shoes" Source: earlychildhoodnews.com
- 51. @lnorman16 vs.
- 53. @lnorman16Source: Video Goldfish winning on so many levels
- 54. @lnorman16 Can we measure empathy? Empathy has been studied in a variety of ways, including self-reporting tests. • EQSQ Test: Empathizing Quotient (EQ) and Systemizing Quotient (SQ) Empathizing Systemizing vs. Source: http://personality-testing.info/tests/EQSQ.php
- 55. @lnorman16 Can we measure empathy? EQSQ Test developed by autism researcher Simon Baron-Cohen in 2003 • Test consists of 120 statements that you must rate on the scale of (1) strongly disagree (2) slightly disagree (3) slightly agree (4) strongly agree • http://personality-testing.info/tests/EQSQ.php
- 56. @lnorman16 Empathy/Autism researcher Simon Baron-Cohen Actor, Crazy Person Sacha Baron Cohen Source: https://en.wikipedia.org/wiki/Simon_Baron-Cohen
- 58. @lnorman16 Are there gender differences in empathy? The EQSQ test appears to show sex differences in the general population, with women scoring higher in empathy but lower in systemizing compared to men Source: https://en.wikipedia.org
- 59. @lnorman16 Are there gender differences in empathy? • Lise Eliot,Associate Professor of Neuroscience at the Chicago Medical School, would argue the differences are small Source: http://www.liseeliot.com/bio
- 60. @lnorman16 Are there gender differences in empathy? • Pink Brain, Blue Brain: How Small Differences Grow Into Troublesome Gaps -- And What We Can Do About It Source: Pink Brain, Blue Brain
- 61. @lnorman16 In subjective tests women tend to score much higher than men, on average Source: Video Lise Eliot- Debunking Gender Stereotypes
- 62. @lnorman16 However, objective tests show little difference between men and women in their ability to empathize Source: Video Lise Eliot- Debunking Gender Stereotypes
- 64. @lnorman16 Empathy should be the work of everyone at your organization (not just women)
- 65. @lnorman16 It does a disservice to both sexes (and the user) to relegate empathy roles to women
- 66. @lnorman16 Can empathy be biased? Cognitive bias is powerful and we have to be aware of it Source: news.harvard.edu bostonreview.net hbr.org
- 67. @lnorman16 Can empathy be biased? • Studies show that we are more likely to be empathetic with people who remind us of ourselves, who share our cultural/ethnic background, or people we find attractive Source: news.harvard.edu bostonreview.net hbr.org
- 68. @lnorman16 Can empathy be biased? • A Harvard Business Review study showed that marketers who saw themselves as empathetic were more likely to be biased Source: news.harvard.edu bostonreview.net hbr.org
- 69. @lnorman16 Ways to avoid bias • In a follow-up Harvard Business Review study, marketers who were instructed to be aware of their bias were able to check it Source: hbr.org
- 70. @lnorman16 Ways to avoid bias • Working with a diverse group of decision-makers may also help • “With a group you would get different, perhaps opposing opinions and realize that you were predisposed to think about yourself just from hearing others talk about experiences that are different from yours.” Source: hbr.org
- 71. @lnorman16 empathetic? Can we learn to be more
- 72. @lnorman16 Not everyone is going to be your “ideal” user
- 73. @lnorman16 Not everyone is going to be your “ideal” user • In order to be empathetic with the people that use our products we have to accommodate those that are not in ideal situations
- 74. @lnorman16 Not everyone is going to be your “ideal” user The people that use what you make: • May not have the latest fancy device • Might not have access to lightning fast internet • May have a vision impairment • May be dyslexic • May not speak the same language as you • May have never been to your site before
- 75. @lnorman16 Not everyone is going to be your “ideal” user We also have to consider the possible emotional states that our users could be in.They might not be in a perfectly happy and wonderful state of mind.
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- 79. @lnorman16 We tend to focus on users being in the utmost state of happiness, not very realistic Source: http://juliahwest.com/prompts/emotion_intensity.html
- 80. @lnorman16 Not everyone is going to be your “ideal” user • There’s a danger in assuming your users are happy
- 81. @lnorman16 The problem with this is maybe not everyone had an awesome year.
- 85. @lnorman16 Not everyone is going to be your “ideal” user What Facebook could’ve done: • Offer people a way to opt-out • Don’t pre-populate the image assuming that it will be ideal Source: http://5by5.tv/webahead/91 Podcast episode with Eric Meyer
- 86. @lnorman16 Possible tools to increase empathy
- 87. @lnorman16 Personas (should be based on real people) Source: http://fakecrow.com/free-persona-template/
- 89. @lnorman16 Immersive Empathy Source: Wired to Care Nike experiential empathy, p.138
- 91. @lnorman16 Biometrics: Measuring emotions (AKA the future!) Source: http://uxpamagazine.org/the-future-of-ux-research/
- 93. @lnorman16 Virtual reality empathy Source: ted.com - How virtual reality can create the ultimate empathy machine
- 94. @lnorman16 None of these beat good ol’ fashioned listening and observing
- 95. @lnorman16 None of these beat good ol’ fashioned listening and observing
- 96. @lnorman16 “Accept no substitute for listening to and observing real people who need to do the things you’re designing a thing to help them do.” -Erika Hall, co-founder of Mule Design Just Enough Research Source: Just Enough Research (p.92)
- 97. @lnorman16 Ethnography:What do people do and why do they do it? Must see! Source: bigdesigndallas.com | Just Enough Research Ethnography definition (p.82)
- 98. @lnorman16 Good ol’ fashioned listening and observing • Doesn’t have to be expensive • You don’t need a fancy usability lab • You don’t need a scientist on your team • You just need to be willing to seek out other people and listen to and observe them
- 100. @lnorman16 Empathy should be the work of everyone at your organization (not just women)
- 101. @lnorman16 Cognitive bias is powerful and we have to be aware of it Source: news.harvard.edu bostonreview.net hbr.org
- 102. @lnorman16 The people that use your products are human, and have a wide range of emotions (beyond just happiness)
- 103. @lnorman16 Be willing to step outside yourself and discover the needs of people who aren’t like you. That’s where the real innovation happens.
- 104. @lnorman16 Let’s care about the people that use the things we make
- 105. @lnorman16 Connect with me Lindsey Norman @lnorman16 #YouOutofUX
- 106. @lnorman16 TildaFonts: Gill Sans Flower background image: freepik.com