1.
ROADMAP
SHIFTING OUR PERSPECTIVE

2.
EMPATHY
The key to understanding users is through

3.
The key to understanding users is through
https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy-maps-creating-a-10-minute-persona/

4.
KEY TO TRUE EMPATHY:
Understanding how we take
in information and
misinterpret, even
benevolently.

5.
COGNITIVE BIAS:
When a subjective
experience overrides
objective data.

6.
Fact #1
Everyone has
cognitive biases

7.
Fact #2
You cannot get
rid of your
biases

8.
Confirmation bias
#01

9.
CONFIRMATION BIAS:
The tendency to search for,
interpret, focus on and
remember information in a
way that confirms one's
preconceptions.
https://en.wikipedia.org/wiki/Confirmation_bias

10.
Reject ideas
that go against
our opinions
Makes us see
data we want

11.
WHAT IT LOOKS LIKE:
Misinterpreting
audience research
toward our beliefs

12.
! HOW DO WE AVOID IT?
❑ Be your own devil’s advocate
❑ Be skeptical
❑ Assume you're automatically looking for the information you want
https://medium.com/@choongchingteo/cognitive-biases-you-need-to-be-familiar-with-as-a-researcher-c482c9ee1d49

13.
#02
Illusory correlation

14.
ILLUSORY CORRELATION
Perceiving a relationship
between variables (typically
people, events, or behaviors)
even when no such
relationship exists
https://en.wikipedia.org/wiki/Illusory_correlation

15.
Force
connections
Incorrectly
understand
relationships

16.
WHAT IT LOOKS LIKE:
Taking two wholly
unconnected pieces
and putting them
together

17.
! HOW DO WE AVOID IT?
❑ Have someone else look at the data or research on your users
❑ Look at the sample size you’re pulling information from
❑ Don’t jump to conclusions at the first sign of a pattern
https://medium.com/@choongchingteo/cognitive-biases-you-need-to-be-familiar-with-as-a-researcher-c482c9ee1d49

18.
Anchoring
#03

19.
ANCHORING BIAS:
The tendency to rely too
heavily, or quite literally
"anchor,” on one trait or
piece of information when
making decisions
https://en.wikipedia.org/wiki/Anchoring

20.
Visualizing the
ANCHOR EFFECT
anchor point
of reference
highLow

21.
Latch on to
false
information
Reference
everything from
that starting point

22.
WHAT IT LOOKS LIKE:
Referencing the first
piece of information
we’ve been given

23.
! HOW DO WE AVOID IT?
❑ Recognize that everyone is susceptible to anchoring
❑ Challenge your beliefs about what you think you know
❑ Reset your “anchor point”
https://medium.com/@choongchingteo/cognitive-biases-you-need-to-be-familiar-with-as-a-researcher-c482c9ee1d49

24.
HOW WILL
THIS HELP?

25.
LET’S BUILD SOME EMPATHY
BY THINKING DIFFERENTLY
ABOUT OUR WORLD

26.
100PEOPLE.ORG
The world population has now reached 7.5 billion people. The magnitude
is almost impossible to grasp. But what if we could understand it on a
much smaller scale? What if the world were only 100 people? What would
it look like, based on who we are today?

27.
! LET’S TEST OUR BIASES + BUILD EMPATHY
❑ Confirmation bias: We are naturally going to look to news sources
and information that support our beliefs and viewpoints.
❑ Illusory correlation: We make broad statements about the “way
things are” or “the way the world is” based what we think.
❑ Anchoring bias: Because we live in America, America is our anchor.
Everything we think and understand about the world is based on
where we live.

28.
__% women __% men

29.
# would be children
# would be adults
# would be 65 or older

30.
# Asians
# Africans
# people from the Americas
# Europeans

31.
# Christians
# Muslims
# Hindus
# Buddhists
# people who practice other religions
# people who would not be aligned with a
religion

32.
# can read
& write
# cannot read
& write

33.
# have a
college degree

34.
# have internet connection

35.
# would not have a place to shelter them
from wind and rain
# would be undernourished
# would have no access to clean, safe
drinking water

36.
LET’S
REVIEW!

37.
50% women 50% men

38.
25 would be children
75 would be adults
9 would be 65 or older

39.
60 Asians
16 Africans
14 people from the Americas
10 Europeans

40.
31 Christians
23 Muslims
15 Hindus
7 Buddhists
8 people who practice other religions
16 people who would not be aligned with a
religion

41.
86 can read
& write
14 cannot read
& write

42.
7 have a
college degree

43.
40 have internet connection

44.
22 would not have a place to shelter them
from wind and rain
11 would be undernourished
9 would have no access to clean, safe
drinking water

45.
HOW DO
YOU FEEL?

46.
SHIFT YOUR
PERSPECTIVE

47.
THANK YOU!