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Shifting Our Perspective: IxDA World Usability Day Event


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As designers, content creators and user experience architects, we know the key to usability is empathizing with users. But no matter how how much we try to understand them, our perspectives will still always be influenced by our own experiences, both good and bad. That’s why we need we need to break out of our typical processes and learn to think differently.

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Shifting Our Perspective: IxDA World Usability Day Event

  2. 2. EMPATHY The key to understanding users is through
  3. 3. The key to understanding users is through
  4. 4. KEY TO TRUE EMPATHY: Understanding how we take in information and misinterpret, even benevolently.
  5. 5. COGNITIVE BIAS: When a subjective experience overrides objective data.
  6. 6. Fact #1 Everyone has cognitive biases
  7. 7. Fact #2 You cannot get rid of your biases
  8. 8. Confirmation bias #01
  9. 9. CONFIRMATION BIAS: The tendency to search for, interpret, focus on and remember information in a way that confirms one's preconceptions.
  10. 10. Reject ideas that go against our opinions Makes us see data we want
  11. 11. WHAT IT LOOKS LIKE: Misinterpreting audience research toward our beliefs
  12. 12. ! HOW DO WE AVOID IT? ❑ Be your own devil’s advocate ❑ Be skeptical ❑ Assume you're automatically looking for the information you want
  13. 13. #02 Illusory correlation
  14. 14. ILLUSORY CORRELATION Perceiving a relationship between variables (typically people, events, or behaviors) even when no such relationship exists
  15. 15. Force connections Incorrectly understand relationships
  16. 16. WHAT IT LOOKS LIKE: Taking two wholly unconnected pieces and putting them together
  17. 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
  18. 18. Anchoring #03
  19. 19. ANCHORING BIAS: The tendency to rely too heavily, or quite literally "anchor,” on one trait or piece of information when making decisions
  20. 20. Visualizing the ANCHOR EFFECT anchor point of reference highLow
  21. 21. Latch on to false information Reference everything from that starting point
  22. 22. WHAT IT LOOKS LIKE: Referencing the first piece of information we’ve been given
  23. 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”
  26. 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. 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. 28. __% women __% men
  29. 29. # would be children # would be adults # would be 65 or older
  30. 30. # Asians # Africans # people from the Americas # Europeans
  31. 31. # Christians # Muslims # Hindus # Buddhists # people who practice other religions # people who would not be aligned with a religion
  32. 32. # can read & write # cannot read & write
  33. 33. # have a college degree
  34. 34. # have internet connection
  35. 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. 36. LET’S REVIEW!
  37. 37. 50% women 50% men
  38. 38. 25 would be children 75 would be adults 9 would be 65 or older
  39. 39. 60 Asians 16 Africans 14 people from the Americas 10 Europeans
  40. 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. 41. 86 can read & write 14 cannot read & write
  42. 42. 7 have a college degree
  43. 43. 40 have internet connection
  44. 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. 45. HOW DO YOU FEEL?
  47. 47. THANK YOU!