Today, the lion's share of key decisions about users and experiences are owned by a small contingent of educated people. But when those biases are released into their user base, there is only so much we can do to rescue an investment that fails to resonate. However, there is hope; in some organizations, designers and developers are engaging design research earlier in the process, using stories and statistics to validate a business case for crafting more empathetic products and experiences. In this session, Annie Hardy, Founder of zeet insights, and Krystal Webber, Global Design Lead of IBM Blockchain Services, will discuss the empathetic design approach they've gained from their experience working with populations ranging from indigent Spanish-speaking populations to global corporate CEOs. In the case studies shared, we'll examine the biases that emerged in the design process by government entities, startups, and corporate America. We'll also discuss how large enterprises with large budgets conduct research differently than teams with modest budgets. Attendees will leave with a set of guiding thoughts and approaches they can apply to question their own biases in the design process.
13. +
Small Businesses
employ 47.5 percent of
the state’s private
workforce.
Small Business
Association
Small businesses are the United
States’s economic engine…they are
the key to the state’s ability to grow
economic output, entrepreneurship,
and private sector employment.
Acting Chief Counsel Major L.
Clark, III
14.
15. +
Most Small Business Owners Are Happy
Staying Small…88% of Small Business Owners
aren’t interested in growing a big business.
Emergent Research and Infusionsoft
20. +
I’m calling you about an emergency room bill we
received. ER use for non-emergent conditions isn’t
covered by your plan, so you will be responsible for
the bill. You can call the hospital to coordinate
payment, call our nurse line next time you have an
after-hours care need, and connect with your PCP
next time you need care.
Annie Hardy
21. +
Barriers to accessing primary
care, including lack of
transportation and inadequate
appointment times, are common
reasons for non-urgent
emergency department (ED) use.
60% of non-urgent ED
patients felt that the
ED was more
convenient than their
PCP.
Journal of the American Board
of Family Medicine
Journal of Ambulatory
Care Management
25. +
Established Apple Stores,
Genius Bars, and broke the
record for fastest retailer to
exceed $1B in less than two
years.
Ron Johnson
Apple Retail Store SVP, 2000-2011
29. +
Too much change
too quickly without
adequate testing.
He argued that testing
would have been
impossible because
the company needed
quick results. Bill Ackerman
Vancouver Sun
30. +
Are you testing your solutions
with small audiences before
implementing them at scale?
34. +
More than 90% of type 2 diabetics are
overweight or obese.
Centers for Disease Control
35. +
Non-Hispanic black, Hispanic, and American
Indian/Alaska Native adults are about twice as
likely to have diagnosed diabetes as non-
Hispanic white adults.
World Health Organization