OVERCOMING WW PSYCHOLOGICAL WW BIASES TO FOSTER EMPATHY REBECCA - PowerPoint PPT Presentation

OVERCOMING WW PSYCHOLOGICAL WW BIASES TO FOSTER EMPATHY REBECCA NOLAN @teatoUX

HAVE YOU EVER HEARD SOMEONE SCREAM WHEN THEY HIT A BUTTON?

WHY THOUGH?

p<00.5...? Kahn. D. et al. (2013)

User Researcher REBECCA NOLAN BSc Hons Applied Psychology

PSYCHOLOGY Why is it important to know? Cognition, cognitive biases, and emotions WW Agenda EMPATHY WW Defining what empathy is and why it’s important RESEARCH How to do research to account for bias, and do research to foster empathy in a product

COGNITION Image byhttp://www.ineditacursos.com.br/cerebro-criativo/

FALSE CONSENSUS EFFECT Image by Photo by Fancycrave on Unsplash

EMPATHY Image by http://www.keypersonofinfluence.com/the-strength-of-empathy/

EMPATHY vs SYMPATHY

EMPATHY I feel your sadness about your pizza being eaten. vs SYMPATHY I’m sorry you’re sad over the pizza situation.

EMPATHY IS DERIVED FROM, OR ENHANCED BY, KNOWLEDGE Image by https://www.socialcapitalresearch.com

EMOTION

EMPATHY GAP

FALSE CONSENSUS EFFECT Image by Photo by Fancycrave on Unsplash

False Consensus 1 AVAILABILITY HEURISTIC

False Consensus 2 CONFIRMATION BIAS

False Consensus 3 SELF ESTEEM

False Consensus Effect WORSE IN ‘HIGH-RISK’ SITUATION

Case Study

“I ASKED MY GIRLFRIEND, AND SHE DOESN’T LIKE THE MENU. I AGREE WITH HER, WE SHOULD CHANGE IT”

Example Source: https://www.papajohns.co.uk/blog/uks-10-popular-pizza-toppings/

Example 1. Mushrooms 2. Onions 3. Ham Source: https://www.papajohns.co.uk/blog/uks-10-popular-pizza-toppings/

Emotion EVERYDAY PRODUCTS CAN MAKE PEOPLE VERY EMOTIONAL

Emotion EVERYDAY PRODUCTS CAN MAKE PEOPLE VERY EMOTIONAL

“I’VE SEEN PEOPLE SCREAM HITTING THAT BUTTON”

OVERCOMING BIASES Can we overcome biases?

Can we overcome biases? THE DRESS

Can we overcome biases? THE DRESS

USER RESEARCH TO OVERCOME ACCOUNT FOR BIASES

What not to do DON’T DO RESEARCH IN ISOLATION

Lean UX BEGIN RESEARCH AS EARLY AS POSSIBLE

What not to do DON’T SEEK TO VALIDATE ASSUMPTIONS

Lean UX DON’T GO ALONE

Functions of User Research BEFORE A PROJECT STARTS DURING A PROJECT AFTER A PROJECT

What not to do DON’T LIMIT YOUR SAMPLE

What not to do DON’T CHOOSE YOUR METHOD BEFORE KNOWING YOUR OBJECTIVES & QUESTIONS

What not to do DON’T BIAS THE FINDINGS

What not to do DON’T WAIT TO DO RESEARCH

USER RESEARCH CAN CAUSE DISRUPTION A very shocked developer after witnessing user testing

Lean UX IDENTIFY ASSUMPTIONS DECIDE METHODS RESEARCH RESULTS & QUESTIONS EMPATHY

“ EMPATHY ALLOWS UNDERSTANDING NOT ONLY OF OTHERS’ BELIEFS, VALUES, AND IDEAS BUT ALSO THE SIGNIFICANCE THAT THEIR SITUATION HAS FOR THEM AND THEIR ASSOCIATED FEELINGS” - Rogers, 1951

Takeaways HUMANS ARE BIASED. YES, YOU. 1 BIAS IS A BLOCKER TO EMPATHY 2 EMPATHISING RESULTS IN A BETTER PRODUCT 3 USER RESEARCH CAN ENHANCE/ DEVELOP EMPATHY 4

Takeaways IT’S UP TO YOU.

THANK YOU ANY QUESTIONS? rebecca.nolan@live.ie @teatoUX Rebecca Nolan