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Taking the "You" Out of User Experience

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Taking the out of UX Lindsey Norman @lnorman16 #YouOutofUX @lnorman16


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Taking the out of UX 1) Why is empathy important? 2) What is empathy? 3) Can we learn to be more empathetic? @lnorman16


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Why is empathy important? @lnorman16


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Source: https://twitter.com/BrianKSullivan @lnorman16


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Source: https://twitter.com/BrianKSullivan/status/581951617471123457 @lnorman16


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Patricia Moore • Graduated from the Rochester Institute of Technology in 1974 • Industrial & Environmental Design Source: rit.edu @lnorman16


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Raymond Loewy Moore began working with Raymond Loewy International in New York City in 1974. Source: wikipedia.org @lnorman16


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350 Architects, Designers, and Engineers Source: Video - 2012 RIT Innovation Hall of Fame @lnorman16


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350 Architects, Designers, and Engineers (Patricia Moore the only woman) Source: Video - 2012 RIT Innovation Hall of Fame @lnorman16


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Source: Image @lnorman16


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Source: stocksy.com @lnorman16


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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?” @lnorman16


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“Pattie, we don’t design for Source: Wired to Care (p.19) those people.” @lnorman16


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Patricia Moore’s Experiment (1979-1982) 116 cities in the US and Canada Source: Video @lnorman16


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(The worst, ever) @lnorman16


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@lnorman16


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@lnorman16


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@lnorman16


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@lnorman16


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@lnorman16


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@lnorman16


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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 @lnorman16


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Source: oxo.com @lnorman16


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• 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) @lnorman16


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Universal Design philosophy Source: Wired to Care (p.185) @lnorman16


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Source: wikipedia.org @lnorman16


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Timeout… @lnorman16


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Who is this person standing in front of me? And why does she care so much about empathy? @lnorman16


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UX Designer (P.S. we’re hiring :) projekt202.com @lnorman16


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(not me) Studied Business (didn’t think you could ‘do art’ for a living) • Favorite class was Marketing Research @lnorman16


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First job: Marketing Research Analyst @lnorman16


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First job: Marketing Research Analyst @lnorman16


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Went back to school so I could learn how to make stuff. @lnorman16


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Worked as an Apple Creative while in school (AKA two years of usability testing) @lnorman16


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Best customer ever @lnorman16


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Try filling these out when you have arthritis @lnorman16


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Out of school, I worked at a small agency as a jack-of-all-trades @lnorman16


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I get to work with crazy talented people that are committed to putting the people that use our products first. @lnorman16


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And we get free snacks. @lnorman16


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What is empathy? @lnorman16


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@lnorman16


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Difference between sympathy and empathy Sympathy Identifying with the feelings of another, but not necessarily sharing in those emotions. Has an element of feeling bad or sorry for someone else. Empathy The ability to understand the emotions that someone else is feeling and being able to identify with them. Feeling with someone. Feeling for someone. Source: langelett.com | medium.com @lnorman16


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Source: Video @lnorman16


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Origin of the word empathy From the German word Einfühlung Source: oxforddictionaries.com @lnorman16


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Origin of the word empathy From the German word Einfühlung (Peter Eckert: projekt202 German founder not happy with my pronunciation) Source: oxforddictionaries.com @lnorman16


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Origin of the word empathy From the German word Einfühlung Into Source: oxforddictionaries.com Feeling @lnorman16


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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/ @lnorman16


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Types of Empathy Emotional Sharing in the emotional experiences of another, feeling what the other person feels (Affective empathy) Source: Practical Empathy Indi Young, (p.24-25) Cognitive Purposely discovering the underlying thoughts and emotions that guides someone else’s decisions and behaviors (Perspective taking) @lnorman16


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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) @lnorman16


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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 @lnorman16


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vs. @lnorman16


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Source: Video PDF @lnorman16


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Goldfish winning on so many levels Source: Video @lnorman16


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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 @lnorman16


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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 @lnorman16


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Empathy/Autism researcher Simon Baron-Cohen Source: https://en.wikipedia.org/wiki/Simon_Baron-Cohen Actor, Crazy Person Sacha Baron Cohen @lnorman16


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Source: http://personality-testing.info/tests/EQSQ.php @lnorman16


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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 @lnorman16


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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 @lnorman16


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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 @lnorman16


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In subjective tests women tend to score much higher than men, on average Source: Video Lise Eliot- Debunking Gender Stereotypes @lnorman16


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However, objective tests show little difference between men and women in their ability to empathize Source: Video Lise Eliot- Debunking Gender Stereotypes @lnorman16


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Source: huffingtonpost.com whitneyhess.com @lnorman16


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Empathy should be the work of everyone at your organization (not just women) @lnorman16


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It does a disservice to both sexes (and the user) to relegate empathy roles to women @lnorman16


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Can empathy be biased? Cognitive bias is powerful and we have to be aware of it Source: news.harvard.edu bostonreview.net hbr.org @lnorman16


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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 @lnorman16


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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 @lnorman16


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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 @lnorman16


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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 @lnorman16


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Can we learn to be more empathetic? @lnorman16


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Not everyone is going to be your “ideal” user @lnorman16


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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 @lnorman16


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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 @lnorman16


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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. @lnorman16


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@lnorman16


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Source: http://movies.disney.com/inside-out @lnorman16


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Source: http://juliahwest.com/prompts/emotion_intensity.html @lnorman16


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We tend to focus on users being in the utmost state of happiness, not very realistic Source: http://juliahwest.com/prompts/emotion_intensity.html @lnorman16


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Not everyone is going to be your “ideal” user • There’s a danger in assuming your users are happy @lnorman16


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The problem with this is maybe not everyone had an awesome year. @lnorman16


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Source: http://meyerweb.com/ @lnorman16


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Source: http://meyerweb.com/eric/thoughts/2014/12/24/inadvertent-algorithmic-cruelty/ @lnorman16


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Source: theguardian.com @lnorman16


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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 @lnorman16


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Possible tools to increase empathy @lnorman16


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Personas (should be based on real people) Source: http://fakecrow.com/free-persona-template/ @lnorman16


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Empathy Mapping Source: http://uxmag.com/articles/how-to-use-persona-empathy-mapping @lnorman16


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Immersive Empathy Source: Wired to Care Nike experiential empathy, p.138 @lnorman16


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Immersive Empathy Source: http://awards.designforexperience.com/gallery/2013/promoting-empathy-for-users/intuit @lnorman16


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Biometrics: Measuring emotions (AKA the future!) Source: http://uxpamagazine.org/the-future-of-ux-research/ @lnorman16


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Recommended Source: http://bigdesigndallas.com/sessions/biometrics-in-ux-research-the-next-big-step/ @lnorman16


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Virtual reality empathy Source: ted.com - How virtual reality can create the ultimate empathy machine @lnorman16


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None of these beat good ol’ fashioned listening and observing @lnorman16


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None of these beat good ol’ fashioned listening and observing @lnorman16


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“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) @lnorman16


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Must see! Ethnography:What do people do and why do they do it? Source: bigdesigndallas.com | Just Enough Research Ethnography definition (p.82) @lnorman16


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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 @lnorman16


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Wrap Up @lnorman16


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Empathy should be the work of everyone at your organization (not just women) @lnorman16


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Cognitive bias is powerful and we have to be aware of it Source: news.harvard.edu bostonreview.net hbr.org @lnorman16


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The people that use your products are human, and have a wide range of emotions (beyond just happiness) @lnorman16


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Be willing to step outside yourself and discover the needs of people who aren’t like you. That’s where the real innovation happens. @lnorman16


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Let’s care about the people that use the things we make @lnorman16


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Connect with me Lindsey Norman @lnorman16 #YouOutofUX @lnorman16


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Fonts: Tilda Gill Sans Flower background image: freepik.com @lnorman16


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