Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Let’s Get Inclusive: Getting Personas and Surveys Out of Hot Water

235 views

Published on

Are you in the business of creating personas or surveys?

Man, oh, man, is there some bad stuff out there. The sexism, the racism, the ageism, the ableism.

*Your* company’s not doing any of that, of course. … But you’ve seen it around town.

If understanding user needs leads us to better insights, then these demographics-led personas and surveys need to get kicked to the curb.

By choosing a gender, age, race, sexual orientation and ability for our personas (often defaulting to perceived societal norms), we narrow our field of vision in a way that’s not useful, can be hurtful to other team members and doesn’t serve our companies or our customers.

Re: surveys, I know, I know, there are questions we neeeeeed. Fine. But at least let’s ask them like it’s not 1999.

Published in: Design
  • Be the first to comment

Let’s Get Inclusive: Getting Personas and Surveys Out of Hot Water

  1. 1. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Let’s Get Inclusive Candice McFarland Senior User Experience Researcher Oracle NetSuite @CandiceMcF
  2. 2. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Students march because Black Lives Matter” by Fibonacci Blue is licensed under CC BY 2.0
  3. 3. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! https://www.hrc.co.nz/your-rights/people-disabilities/our-work/international-day-persons-disabilities-3-december/
  4. 4. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Mustlim Lives Matter Vigil” by SocialJusticeSeeker812 licensed under CC BY 2.0
  5. 5. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Trans*march Berlin 2014” by Franziska Neumeister licensed under CC BY 2.0
  6. 6. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Twitter, March 15, 2006 “I label increasingly nonsensical images with ‘UI’ and ‘UX’ and hope they get used in serious presentations” – Sebastiaan de With
  7. 7. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Trans*march Berlin 2014” by Franziska Neumeister licensed under CC BY 2.0
  8. 8. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Mustlim Lives Matter Vigil” by SocialJusticeSeeker812 licensed under CC BY 2.0
  9. 9. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! https://www.hrc.co.nz/your-rights/people-disabilities/our-work/international-day-persons-disabilities-3-december/
  10. 10. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Students march because Black Lives Matter” by Fibonacci Blue is licensed under CC BY 2.0
  11. 11. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Surveys and Personas (cue the Jaws music)
  12. 12. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Design is much more likely to be the source of exclusion than inclusion.” – Kat Holmes, author, “Mismatch: How Inclusion Shapes Design”
  13. 13. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! The Bad Place •Surveys and Personas have a lot in common when done wrong • They can rely too heavily on demographic data • The way data is collected can be (whether intended) racist, ageist, sexist, ableist, homophobic, culturally inappropriate, and generally steeped in a culture of white privilege and classism
  14. 14. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Do you need to know? Why?
  15. 15. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Curiosity is not a right 1. Let’s think back to the images we saw earlier 2. We know that representation matters 3. We should also understand that how a person identifies themselves and chooses to share their identity with people outside their community matters 4. As UXers, we do not need to ask every question about identity 5. For hundreds of years, marginalized people have been asked to explain to other people who they are 6. The answers to these questions have often been used against them
  16. 16. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Data Privacy and Surveys under GDPR • The EU’s law for privacy protection has deemed questions about racial/ethnic origin and sexual orientation sensitive • This means the questions are not allowed to be asked unless a person has specifically given their consent to answering those questions (except for a couple of exceptions) https://ec.europa.eu/info/law/law-topic/data-protection/reform/rights- citizens_en
  17. 17. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Asking sensitive questions ethically •Some of us have jobs that will lead us to want to ask question about how people identify themselves • The way we frame those questions and our perspective in approaching identity can show that we understand and empathize
  18. 18. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Don’t make people choose 1 race/ethnicity 
  19. 19. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Understanding why multiple choice is right In the 2010 U.S. Census, “Some Other Race” was the third- largest category after “White” and “Black” in a choose all that apply question https://www.theatlantic.com/politics/archive/2016/08/the-rise-of-the-others/497690/
  20. 20. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Controversy over separating ethnicity and race https://www.npr.org/2018/01/26/580865378/census-request-suggests-no-race-ethnicity- data-changes-in-2020-experts-say • The Census Bureau has been doing research for years on how people who identify as Latino or Hispanic perceive their ethnic and racial identity and want to be able to fill out the Census form • With that information in mind, in 2017, the questions on the right were crafted, creating one race and ethnic identity question that allowed members of the Latino and Hispanic communities to share their ethnicities and races without them being separated into two questions • But this form was rejected just this year
  21. 21. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! So, U.S. is sticking with separating ethnicity and race https://www2.census.gov/library/publications/decennial/2020/operations/planned-questions-2020-acs.pdf But choose all that apply in the race question will remain as it did for 2010
  22. 22. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Yes, these are real
  23. 23. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Gender is on a spectrum http://www.practicemakesprogress.org/blog/2015/9/18/asking-about-gender-on-online-forms  
  24. 24. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Personas
  25. 25. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! What is the job of the persona? •Help the UX team understand who they’re designing for •Build empathy •Discern one set of users from another based on behaviors and goals •Understand the requirements that are needed for a research screener
  26. 26. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! What should a persona include? •Common attributes of personas • Tasks/Behaviors • What are the things this person is doing that makes this person part of this group? • Goals • What are their goals? Are they generally successful? Why or why not? • What do they need/want? • Pain points • What makes it difficult for this persona to accomplish their goals?
  27. 27. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! “Shadows in the park" by Stephan Ridgway. Licensed under CC-BY 2.0. Original source here.
  28. 28. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! What delineates one persona from another in your company? Is it the persona’s behavior or is it their demographic profile? Why?
  29. 29. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Typical when you Google “UX persona CEO” https://www.mycustomer.com/marketing/strategy/four-sample-buyer-personas-and-what-we-can-learn-from-them
  30. 30. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! https://blog.mailchimp.com/new-mailchimp-user-persona-research/ The “default to white” phenomenon
  31. 31. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! https://blog.mailchimp.com/new-mailchimp-user-persona-research/ Anyone else see the ratio here?
  32. 32. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! https://www.behance.net/gallery/28271941/UX-Design-for-a-travel-app The “default to hetero”
  33. 33. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! What if we could create personas with no racial, ethnic, gender, age, ableness or sexual identity bias?
  34. 34. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! We would need to focus on their goals, frustrations, behaviors, accessibility considerations, and what differentiated them from our other personas
  35. 35. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Can this make us more inclusive? Created with Xtensio “Hawk” by chumlee10. Licensed under CC-BY 2.0.
  36. 36. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Created with Xtensio “Black Swan on the Lake at Claremont” by Alistair Young. Licensed under CC-BY 2.0. Can this make us more inclusive?
  37. 37. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! So, What Do You Think? •Can we make surveys and personas more inclusive and more welcoming by being conscientious when asking sensitive questions and excluding demographic data when not needed?
  38. 38. #UXPA2018 www.uxpa2018.org Download our mobile app UXPA.org/2018app to fill out our conference survey! Thank You Candice McFarland Senior User Experience Researcher Oracle NetSuite @CandiceMcF cmcfarland@netsuite.com

×