Linking UX Ideas for an Aha Moment from Non-Empathizers

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Chris Nodder, Chris Nodder Consulting …

Chris Nodder, Chris Nodder Consulting

I will describe a specific set of tools I've been using in a particular order that really helps all the members of a project (makers, monetizers and managers) understand user needs and build for those needs. None of the methods I use are new, but by focusing on the idea of empathizers and systemizers I ensure that there is sufficient continuity between the activities we perform that non-empathizers can still understand that they are not the user, and agree on a sensible user-centric way forward. This stops arguments and focuses everyone on the team towards customer based solutions.

There is always a paper trail back to observed user data. There is always enough information pinned to the wall that people can point and say "see, this is why we're doing what we are doing". There is always enough verification built in to the process that we know whether we're on track before we invest in code. I'll describe the concept of systemizers and empathizers, share the set of tools I use and show the flow of information between each tool.

More in: Business , Technology
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  • 1. Linking  UX  Ideas  for  an     Aha  Moment  from  Non-­‐Empathizers     Chris  Nodder   @UXgrump  
  • 2. Borat  promo?onal  material  
  • 3. Wikimedia  
  • 4. Empathizing-­‐systemizing  theory   Female Male Scientists Engineers Autism Systemizing Quotient (SQ) Empathizing Quotient (EQ) Simon Baron-Cohen (2003) “The Essential Difference” NY: Basic Books William Hudson “Reduced empathizing skills increase challenges for user-centered design” (CHI '09) Want to know where you stand?
  • 5. Systemizers   Empathizers   •  Want  to  analyze,  explore,   construct  systems   •  Intui?vely  figure  out  how  things   work,  underlying  rules   •  Less  interested  in  chaJng.  Less   sociable   •  Want  to  iden?fy  another  person's   emo?ons  and  thoughts   •  Intui?vely  figure  out  how  people  are   feelingRelaxed  about  details   •  Develop  language  rapidly.  Sociable   and  communica?ve  
  • 6. Systemize  empathe?c  moments   •  Observa?on  techniques:  don’t  interpret,  just  record   •  Assemble  data  in  a  way  that  encourages    explora?on   of  underlying  themes   •  Create  user  descrip?ons  from  user  data,  not  opinion   •  Tie  design  input  to  user  pain  points   •  Verify  design  with  tests   •  Create  1-­‐1  mapping  from  design  to  implementa?on   plan   •  Pair  systemizers  with  empathizers    
  • 7. ✔  
  • 8. M T W T F S S ✗ ✗ ✗ ✗ ✗ Get  from  user  observa?on  to  itera?on  plan  in  one  week  
  • 9. Every time you talk = one less piece of data Low-fi data collection helps you concentrate
  • 10. General  user   informa?on   User’s   domain   exper?se   User  Experience  organized  chronologically   User   Ac?vity   User  ac(vi(es  help  to  organize  related  tasks.  An   ac?vity  called  “managing  email”  might  organize   tasks  like  reading  and  responding  to  messages.     User  tasks  are  the  ac?ons  users  take  to   help  them  reach  their  goal.  Different   users  may  use  different  approaches  to   accomplish  a  task.   User’s   compu?ng   skills   User  Task   User’s  aJtude   towards   problem   User  Goal   Quote   User  Goal   Quote   2nd  User’s   domain   exper?se   Pain   point   User   ac?on   Pain   point   User   ac?on   ?on   Ques ?on   Ques ?on   Ques ?on   Ques User  Task   Design   Idea   Design   Idea   Design   Idea   ?on   Ques Evidence  refers  to  all  the  informa?on  we   collect,  such  as:   •  Ac(ons:  what  people  do   •  Frustra(ons  and  pain  points   •  Delight  the  par?cipant  experienced   •  Mo(va(ons  and  goals   •  Informa(on:  where,  when,  how?   •  Collaborators:  who  did  they  work  with,  talk   to,  email?   Use  direct  user  quotes  wherever  possible  to   communicate  evidence.  
  • 11. User   Ac?vity   User  Task   User  Task   User   Goal   Quote   Pain   point   User   ac?on   ?on   Ques ?on   Ques ?on   Ques Design   Idea   Design   Idea   User   Goal   Quote   User   Pain   ac?on   point   Design   Idea   ?on   Ques Pain points = opportunities to delight customers
  • 12. This information comes from your site visit data. Persona Name Attributes Goals Persona •  /// /// /// // Name /// // //// /// Attributes//// /// Goals / •  / // //// // /// •  /// /// // /// /// // •  /// // •  //// /// •  ////•  /// / // /////// /// / / // / •  Concerns •  // //// // Quotes •  /// /// // •  /// /// // ////•  /// / /// •  // / // /// “/// //” •  •  / /// ///Concerns“//// /// Quotes / •  /” •  / // ////•  //// /// // •  “/// /// //” •  //// /// •  / /// /// / / •  “//// /// /” •  / // //// / •  //// /// / •  •  •  • 
  • 13. Ideate to get past your preconceptions Local maximum isn’t best place to be
  • 14. Once U A Ti pon User me… sks Ta al Go
  • 15. healthy “The length of athe leaststory is determined by number of steps absolutely essential to secure the hero’s objective. ” David Mamet “On Directing Film”   ✔
  • 16. Recruiting Criteria Tasks Success metrics Interface
  • 17. Public   Release   Itera?on   Incremental   Delivery   Daily  Story   Dev’t  Cycles   Incremental   Delivery   Incremental   Delivery   Product   Delivery   $$  
  • 18. User   Ac?vity   User   Ac?vity   User   Ac?vity   Epic   Epic   Epic   Epic   Story   Story   Story   Story   Story   Story   Story   Story   Story   Story   Story   Story   Concept   What  do  users   need?   Process   How  do  we  enable   it?   User   Ac?vity   Epic   User   Ac?vity   Epic   Story   User   Ac?vity   Epic   Epic   Story   Story   Story   Story   Story   Story   lem   Prob   ome Outc ric)   (met Story   Execu?on   What  capabili(es   must  we  build?   Story   Hat-­‐?p  to  Jeff  Paeon  (,  an  avid  promoter  of  user  story  maps.   Story   Story   lem   Prob   ome Outc ric)   (met Story   lem   Prob me   utco c)   O ri (met
  • 19. User   Ac?vity   User   Ac?vity   Epic   Epic   Story   User   Ac?vity   Epic   Epic   Story   Story   Story   Story   User   Ac?vity   User   Ac?vity   Story   Epic   Story   Story   Story   Epic   User   Ac?vity   Epic   Epic   Story   Story   Story   Story   Story   Story   Story   Story   Story   Hat-­‐?p  to  Carissa  Demetris  (ProQuest  LLC)  for  the  cupcake  analogy.   .   Story   Story   Story  
  • 20.   @uxgrump   ques?   Taming evil interfaces Creating heavenly experiences