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UX For Evil (and for good)

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How to (and not to!) hopelessly bias a survey.

Published in: Design
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UX For Evil (and for good)

  1. 1. Eva Kaniasty | @UXorDie Using surveys 
 to get the answers you want. Evel Knievel aka Eva Kaniasty UX Consultant UX for Evil
  2. 2. Eva Kaniasty | @UXorDie 2 The Challenge Big Motorcycle, Inc. 
 is convinced that motorcycles are the future of transportation.
 They need a survey to prove it. Big Motorcycle is EVIL #uxpa2018|#ux4evil
  3. 3. Eva Kaniasty | @UXorDie 1. Don’t…use distinct categories 2. Don’t…speak the users’ language 3. Don’t…set neutral defaults 4. Don’t…randomize equivalent answer options 5. Don’t…leave room for uncertainty 3 6. Do…lead with sensitive questions 7. Do…use leading questions 8. Do…use loaded questions 9. Do…double barrel 10.Do…mix up logical sequences. UX For Evil #uxpa2018|#ux4evil EVIL DON’Ts
  4. 4. Eva Kaniasty | @UXorDie 4 1. Don’t…use disEnct categories If you add them up, you’ll get an inflated esEmate. #uxpa2018|#ux4evil
  5. 5. Eva Kaniasty | @UXorDie 5 2. Don’t…speak the users’ language They’ll probably pick the first, or largest, opEon. #uxpa2018|#ux4evil
  6. 6. Eva Kaniasty | @UXorDie 6 3. Don’t…set neutral defaults Pro Tip:
 You can point to the right answer! #uxpa2018|#ux4evil
  7. 7. Eva Kaniasty | @UXorDie 7 4. Don’t…randomize equivalent answer opEons They’ll pick one of the first choices. #uxpa2018|#ux4evil
  8. 8. Eva Kaniasty | @UXorDie 8 5. Don’t… leave room for uncertainty. Pro Tip:
 Assume they know. #uxpa2018|#ux4evil
  9. 9. Eva Kaniasty | @UXorDie 1. Don’t…use distinct categories 2. Don’t…speak the users’ language 3. Don’t…set neutral defaults 4. Don’t…randomize equivalent answer options 5. Don’t…leave room for uncertainty 9 6. Do…lead with sensitive questions 7. Do…use leading questions 8. Do…use loaded questions 9. Do…double barrel. 10.Do…mix up logical sequences. Bonus! Don’t…Pre-test your survey! UX For Evil #uxpa2018|#ux4evil EVIL DOs
  10. 10. Eva Kaniasty | @UXorDie 10 6. Do…lead with sensiEve quesEons #uxpa2018|#ux4evil Make them feel insecure right away.
  11. 11. Eva Kaniasty | @UXorDie 11 7. Do…use leading quesEons Oh HAI, I’m the right answer! #uxpa2018|#ux4evil
  12. 12. Eva Kaniasty | @UXorDie 12 8. Do…use loaded quesEons. Who wouldn’t support alternaEves? #uxpa2018|#ux4evil
  13. 13. Eva Kaniasty | @UXorDie 13 9. Do…double barrel! Of course we want to save the environment… and why not… we’ll do it by driving a two- wheeled vehicle. #uxpa2018|#ux4evil
  14. 14. Eva Kaniasty | @UXorDie 14 10. Do…mix up logical sequences. This looks like the middle frequency. #uxpa2018|#ux4evil
  15. 15. Eva Kaniasty | @UXorDie 15 Bonus… don’t pre-test your survey #uxpa2018|#ux4evil If your survey has problems, but nobody knows about it, is it really a problem?
  16. 16. Eva Kaniasty | @UXorDie 1. Do…use distinct categories 2. Do…speak the users’ language 3. Do…set neutral defaults 4. Do…randomize equivalent answer options 5. Do…leave room for uncertainty 16 1. Don’t…lead with sensitive questions 2. Don’t…use leading questions 3. Don’t…use loaded questions 4. Don’t…double barrel. 5. Don’t…mix up logical sequences. Bonus! Pre-test your survey! UX For Good #uxpa2018|#ux4good Do good
  17. 17. Eva Kaniasty | @UXorDie 1. Do…use distinct categories 2. Do…speak the users’ language 3. Do…set neutral defaults 4. Do…randomize equivalent answer options 5. Do…leave room for uncertainty 17 1. Don’t…lead with sensitive questions 2. Don’t…use leading questions 3. Don’t…use loaded questions 4. Don’t…double barrel 5. Don’t…mix up logical sequences. Bonus! Pre-test your survey! UX For Good #uxpa2018|#ux4good Do no wrong

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