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@lnorman16
Taking the
out of UX
Lindsey Norman
@lnorman16
#YouOutofUX
@lnorman16
Taking the out of UX
1) Why is empathy important?
2) What is empathy?
3) Can we learn to be more empathetic?
@lnorman16
empathyWhy is important?
@lnorman16Source: https://twitter.com/BrianKSullivan
@lnorman16Source: https://twitter.com/BrianKSullivan/status/581951617471123457
@lnorman16
• Graduated from the Rochester
Institute of Technology in 1974
• Industrial & Environmental Design
Patricia Moo...
@lnorman16
Raymond Loewy
Moore began working with Raymond Loewy International in NewYork City in 1974.
Source: wikipedia.o...
@lnorman16
350 Architects, Designers, and Engineers
Source: Video - 2012 RIT Innovation Hall of Fame
@lnorman16
350 Architects, Designers, and Engineers
(Patricia Moore the only woman)
Source: Video - 2012 RIT Innovation Ha...
@lnorman16Source: Image
@lnorman16Source: stocksy.com
@lnorman16
Pattie: “What about people with arthritis?”
“What about people who use a cane?”
“What about people have lost st...
@lnorman16
“Pattie, we don’t design for those people.”
Source: Wired to Care (p.19)
@lnorman16
Patricia Moore’s Experiment (1979-1982)
116 cities in the US and Canada
Source: Video
@lnorman16
(The worst, ever)
@lnorman16
@lnorman16
@lnorman16
@lnorman16
@lnorman16
@lnorman16
@lnorman16
Moore began working with Sam and Betsey Farber, founders of OXO.
Sam came up with the idea for OXO after watchi...
@lnorman16Source: oxo.com
@lnorman16
• OXO Good Grips tools
were an instant success
• The company grew rapidly,
expanding its line to more
than 500 ...
@lnorman16Source: Wired to Care (p.185)
Universal Design philosophy
@lnorman16Source: wikipedia.org
@lnorman16
Timeout…
@lnorman16
Who is this person standing in front of me?
And why does she care so much about empathy?
@lnorman16
UX Designer
(P.S. we’re hiring :)
projekt202.com
@lnorman16
(not me)
Studied Business (didn’t think you could ‘do art’ for a living)
• Favorite class was Marketing Research
@lnorman16
First job: Marketing Research Analyst
@lnorman16
First job: Marketing Research Analyst
@lnorman16
Went back to school so I could learn how to make stuff.
@lnorman16
Worked as an Apple Creative while in school
(AKA two years of usability testing)
@lnorman16
Best customer ever
@lnorman16
Try filling these out when you have arthritis
@lnorman16
Out of school, I worked at a small agency as a jack-of-all-trades
@lnorman16
I get to work with crazy talented people that are committed
to putting the people that use our products first.
@lnorman16
And we get free snacks.
@lnorman16
empathy?What is
@lnorman16
@lnorman16
Difference between sympathy and empathy
EmpathySympathy
Identifying with the feelings
of another, but not
neces...
@lnorman16Source: Video
@lnorman16
Einfühlung
Origin of the word empathy
From the German word
Source: oxforddictionaries.com
@lnorman16
Einfühlung
Origin of the word empathy
From the German word
(Peter Eckert: projekt202 German founder
not happy w...
@lnorman16
Einfühlung
Origin of the word empathy
From the German word
Into Feeling
Source: oxforddictionaries.com
@lnorman16
Origin of the word empathy
The psychologist Edward Titchener introduced the term
“empathy” in 1909 into the Eng...
@lnorman16
Types of Empathy
CognitiveEmotional
Sharing in the emotional
experiences of another,
feeling what the other
per...
@lnorman16
When do we develop empathy?
Some scientific debate on when this happens…
• It appears that children must first be...
@lnorman16
When do we develop empathy?
Some research indicates that it is not until the child is
approximately six or seve...
@lnorman16
vs.
@lnorman16Source: Video PDF
@lnorman16Source: Video
Goldfish winning on so many levels
@lnorman16
Can we measure empathy?
Empathy has been studied in a variety of ways, including
self-reporting tests.
• EQSQ T...
@lnorman16
Can we measure empathy?
EQSQ Test developed by autism researcher Simon
Baron-Cohen in 2003
• Test consists of 1...
@lnorman16
Empathy/Autism researcher
Simon Baron-Cohen
Actor, Crazy Person
Sacha Baron Cohen
Source: https://en.wikipedia....
@lnorman16Source: http://personality-testing.info/tests/EQSQ.php
@lnorman16
Are there gender differences in empathy?
The EQSQ test appears to show sex differences in the
general populatio...
@lnorman16
Are there gender differences in empathy?
• Lise Eliot,Associate
Professor of Neuroscience
at the Chicago Medica...
@lnorman16
Are there gender differences in empathy?
• Pink Brain, Blue Brain: How
Small Differences Grow Into
Troublesome ...
@lnorman16
In subjective tests women tend to score
much higher than men, on average
Source: Video Lise Eliot- Debunking Ge...
@lnorman16
However, objective tests show little difference
between men and women in their ability to empathize
Source: Vid...
@lnorman16Source: huffingtonpost.com whitneyhess.com
@lnorman16
Empathy should be the work of
everyone at your organization
(not just women)
@lnorman16
It does a disservice to both sexes
(and the user) to relegate empathy
roles to women
@lnorman16
Can empathy be biased?
Cognitive bias is powerful and
we have to be aware of it
Source: news.harvard.edu boston...
@lnorman16
Can empathy be biased?
• Studies show that we are more likely to be
empathetic with people who remind us of our...
@lnorman16
Can empathy be biased?
• A Harvard Business Review study showed that
marketers who saw themselves as empathetic...
@lnorman16
Ways to avoid bias
• In a follow-up Harvard Business Review study,
marketers who were instructed to be aware of...
@lnorman16
Ways to avoid bias
• Working with a diverse group of decision-makers may
also help
• “With a group you would ge...
@lnorman16
empathetic?
Can we learn to be more
@lnorman16
Not everyone is going to be your “ideal” user
@lnorman16
Not everyone is going to be your “ideal” user
• In order to be empathetic
with the people that use our
products...
@lnorman16
Not everyone is going to be your “ideal” user
The people that use what you make:
• May not have the latest fanc...
@lnorman16
Not everyone is going to be your “ideal” user
We also have to consider the possible emotional states that our
u...
@lnorman16
@lnorman16Source: http://movies.disney.com/inside-out
@lnorman16Source: http://juliahwest.com/prompts/emotion_intensity.html
@lnorman16
We tend to focus on users being in the utmost state of happiness, not very realistic
Source: http://juliahwest....
@lnorman16
Not everyone is going to be your “ideal” user
• There’s a danger in assuming your users are happy
@lnorman16
The problem with this is maybe not
everyone had an awesome year.
@lnorman16Source: http://meyerweb.com/
@lnorman16Source: http://meyerweb.com/eric/thoughts/2014/12/24/inadvertent-algorithmic-cruelty/
@lnorman16Source: theguardian.com
@lnorman16
Not everyone is going to be your “ideal” user
What Facebook could’ve done:
• Offer people a way to opt-out
• Do...
@lnorman16
Possible tools to increase empathy
@lnorman16
Personas (should be based on real people)
Source: http://fakecrow.com/free-persona-template/
@lnorman16
Empathy Mapping
Source: http://uxmag.com/articles/how-to-use-persona-empathy-mapping
@lnorman16
Immersive Empathy
Source: Wired to Care Nike experiential empathy, p.138
@lnorman16
Immersive Empathy
Source: http://awards.designforexperience.com/gallery/2013/promoting-empathy-for-users/intuit
@lnorman16
Biometrics: Measuring emotions
(AKA the future!)
Source: http://uxpamagazine.org/the-future-of-ux-research/
@lnorman16
Recommended
Source: http://bigdesigndallas.com/sessions/biometrics-in-ux-research-the-next-big-step/
@lnorman16
Virtual reality empathy
Source: ted.com - How virtual reality can create the ultimate empathy machine
@lnorman16
None of these beat
good ol’ fashioned listening and observing
@lnorman16
None of these beat
good ol’ fashioned listening and observing
@lnorman16
“Accept no substitute for listening to and
observing real people who need to do the things
you’re designing a t...
@lnorman16
Ethnography:What do people do and why do they do it?
Must see!
Source: bigdesigndallas.com | Just Enough Resear...
@lnorman16
Good ol’ fashioned listening and observing
• Doesn’t have to be expensive
• You don’t need a fancy usability la...
@lnorman16
Wrap Up
@lnorman16
Empathy should be the work of
everyone at your organization
(not just women)
@lnorman16
Cognitive bias is powerful and
we have to be aware of it
Source: news.harvard.edu bostonreview.net hbr.org
@lnorman16
The people that use your products are
human, and have a wide range of emotions
(beyond just happiness)
@lnorman16
Be willing to step outside yourself and discover the
needs of people who aren’t like you.
That’s where the real...
@lnorman16
Let’s care about the people
that use the things we make
@lnorman16
Connect with me
Lindsey Norman
@lnorman16
#YouOutofUX
@lnorman16
TildaFonts:
Gill Sans
Flower background image: freepik.com
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Taking the "You" out of User Experience

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Big Design Dallas 2015. Uncover the power of empathy in design and user experience. Explore the value of a truly user-centered approach to design, and the power that comes with taking yourself out of the equation.

Published in: Design
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Taking the "You" out of User Experience

  1. @lnorman16 Taking the out of UX Lindsey Norman @lnorman16 #YouOutofUX
  2. @lnorman16 Taking the out of UX 1) Why is empathy important? 2) What is empathy? 3) Can we learn to be more empathetic?
  3. @lnorman16 empathyWhy is important?
  4. @lnorman16Source: https://twitter.com/BrianKSullivan
  5. @lnorman16Source: https://twitter.com/BrianKSullivan/status/581951617471123457
  6. @lnorman16 • Graduated from the Rochester Institute of Technology in 1974 • Industrial & Environmental Design Patricia Moore Source: rit.edu
  7. @lnorman16 Raymond Loewy Moore began working with Raymond Loewy International in NewYork City in 1974. Source: wikipedia.org
  8. @lnorman16 350 Architects, Designers, and Engineers Source: Video - 2012 RIT Innovation Hall of Fame
  9. @lnorman16 350 Architects, Designers, and Engineers (Patricia Moore the only woman) Source: Video - 2012 RIT Innovation Hall of Fame
  10. @lnorman16Source: Image
  11. @lnorman16Source: stocksy.com
  12. @lnorman16 Pattie: “What about people with arthritis?” “What about people who use a cane?” “What about people have lost strength?” “What about people with impaired vision?” “What about people who use hearing aids?”
  13. @lnorman16 “Pattie, we don’t design for those people.” Source: Wired to Care (p.19)
  14. @lnorman16 Patricia Moore’s Experiment (1979-1982) 116 cities in the US and Canada Source: Video
  15. @lnorman16 (The worst, ever)
  16. @lnorman16
  17. @lnorman16
  18. @lnorman16
  19. @lnorman16
  20. @lnorman16
  21. @lnorman16
  22. @lnorman16 Moore began working with Sam and Betsey Farber, founders of OXO. Sam came up with the idea for OXO after watching his wife using an apple peeler with her arthritic hands. Source: New York Times
  23. @lnorman16Source: oxo.com
  24. @lnorman16 • OXO Good Grips tools were an instant success • The company grew rapidly, expanding its line to more than 500 products Source: Wired to Care (p.184)
  25. @lnorman16Source: Wired to Care (p.185) Universal Design philosophy
  26. @lnorman16Source: wikipedia.org
  27. @lnorman16 Timeout…
  28. @lnorman16 Who is this person standing in front of me? And why does she care so much about empathy?
  29. @lnorman16 UX Designer (P.S. we’re hiring :) projekt202.com
  30. @lnorman16 (not me) Studied Business (didn’t think you could ‘do art’ for a living) • Favorite class was Marketing Research
  31. @lnorman16 First job: Marketing Research Analyst
  32. @lnorman16 First job: Marketing Research Analyst
  33. @lnorman16 Went back to school so I could learn how to make stuff.
  34. @lnorman16 Worked as an Apple Creative while in school (AKA two years of usability testing)
  35. @lnorman16 Best customer ever
  36. @lnorman16 Try filling these out when you have arthritis
  37. @lnorman16 Out of school, I worked at a small agency as a jack-of-all-trades
  38. @lnorman16 I get to work with crazy talented people that are committed to putting the people that use our products first.
  39. @lnorman16 And we get free snacks.
  40. @lnorman16 empathy?What is
  41. @lnorman16
  42. @lnorman16 Difference between sympathy and empathy EmpathySympathy Identifying with the feelings of another, but not necessarily sharing in those emotions. Has an element of feeling bad or sorry for someone else. Feeling for someone. The ability to understand the emotions that someone else is feeling and being able to identify with them. Feeling with someone. Source: langelett.com | medium.com
  43. @lnorman16Source: Video
  44. @lnorman16 Einfühlung Origin of the word empathy From the German word Source: oxforddictionaries.com
  45. @lnorman16 Einfühlung Origin of the word empathy From the German word (Peter Eckert: projekt202 German founder not happy with my pronunciation) Source: oxforddictionaries.com
  46. @lnorman16 Einfühlung Origin of the word empathy From the German word Into Feeling Source: oxforddictionaries.com
  47. @lnorman16 Origin of the word empathy The psychologist Edward Titchener introduced the term “empathy” in 1909 into the English language as the translation of the German term “Einfühlung” Source: http://plato.stanford.edu/entries/empathy/
  48. @lnorman16 Types of Empathy CognitiveEmotional Sharing in the emotional experiences of another, feeling what the other person feels (Affective empathy) Purposely discovering the underlying thoughts and emotions that guides someone else’s decisions and behaviors (Perspective taking) Source: Practical Empathy Indi Young, (p.24-25)
  49. @lnorman16 When do we develop empathy? Some scientific debate on when this happens… • It appears that children must first be able to identify themselves as separate individuals before they can truly feel empathy for others Source: earlychildhoodnews.com (Eisenberg, 1995)
  50. @lnorman16 When do we develop empathy? Some research indicates that it is not until the child is approximately six or seven years old that she becomes cognitively capable of "walking in someone else's shoes" Source: earlychildhoodnews.com
  51. @lnorman16 vs.
  52. @lnorman16Source: Video PDF
  53. @lnorman16Source: Video Goldfish winning on so many levels
  54. @lnorman16 Can we measure empathy? Empathy has been studied in a variety of ways, including self-reporting tests. • EQSQ Test: Empathizing Quotient (EQ) and Systemizing Quotient (SQ) Empathizing Systemizing vs. Source: http://personality-testing.info/tests/EQSQ.php
  55. @lnorman16 Can we measure empathy? EQSQ Test developed by autism researcher Simon Baron-Cohen in 2003 • Test consists of 120 statements that you must rate on the scale of (1) strongly disagree (2) slightly disagree (3) slightly agree (4) strongly agree • http://personality-testing.info/tests/EQSQ.php
  56. @lnorman16 Empathy/Autism researcher Simon Baron-Cohen Actor, Crazy Person Sacha Baron Cohen Source: https://en.wikipedia.org/wiki/Simon_Baron-Cohen
  57. @lnorman16Source: http://personality-testing.info/tests/EQSQ.php
  58. @lnorman16 Are there gender differences in empathy? The EQSQ test appears to show sex differences in the general population, with women scoring higher in empathy but lower in systemizing compared to men Source: https://en.wikipedia.org
  59. @lnorman16 Are there gender differences in empathy? • Lise Eliot,Associate Professor of Neuroscience at the Chicago Medical School, would argue the differences are small Source: http://www.liseeliot.com/bio
  60. @lnorman16 Are there gender differences in empathy? • Pink Brain, Blue Brain: How Small Differences Grow Into Troublesome Gaps -- And What We Can Do About It Source: Pink Brain, Blue Brain
  61. @lnorman16 In subjective tests women tend to score much higher than men, on average Source: Video Lise Eliot- Debunking Gender Stereotypes
  62. @lnorman16 However, objective tests show little difference between men and women in their ability to empathize Source: Video Lise Eliot- Debunking Gender Stereotypes
  63. @lnorman16Source: huffingtonpost.com whitneyhess.com
  64. @lnorman16 Empathy should be the work of everyone at your organization (not just women)
  65. @lnorman16 It does a disservice to both sexes (and the user) to relegate empathy roles to women
  66. @lnorman16 Can empathy be biased? Cognitive bias is powerful and we have to be aware of it Source: news.harvard.edu bostonreview.net hbr.org
  67. @lnorman16 Can empathy be biased? • Studies show that we are more likely to be empathetic with people who remind us of ourselves, who share our cultural/ethnic background, or people we find attractive Source: news.harvard.edu bostonreview.net hbr.org
  68. @lnorman16 Can empathy be biased? • A Harvard Business Review study showed that marketers who saw themselves as empathetic were more likely to be biased Source: news.harvard.edu bostonreview.net hbr.org
  69. @lnorman16 Ways to avoid bias • In a follow-up Harvard Business Review study, marketers who were instructed to be aware of their bias were able to check it Source: hbr.org
  70. @lnorman16 Ways to avoid bias • Working with a diverse group of decision-makers may also help • “With a group you would get different, perhaps opposing opinions and realize that you were predisposed to think about yourself just from hearing others talk about experiences that are different from yours.” Source: hbr.org
  71. @lnorman16 empathetic? Can we learn to be more
  72. @lnorman16 Not everyone is going to be your “ideal” user
  73. @lnorman16 Not everyone is going to be your “ideal” user • In order to be empathetic with the people that use our products we have to accommodate those that are not in ideal situations
  74. @lnorman16 Not everyone is going to be your “ideal” user The people that use what you make: • May not have the latest fancy device • Might not have access to lightning fast internet • May have a vision impairment • May be dyslexic • May not speak the same language as you • May have never been to your site before
  75. @lnorman16 Not everyone is going to be your “ideal” user We also have to consider the possible emotional states that our users could be in.They might not be in a perfectly happy and wonderful state of mind.
  76. @lnorman16
  77. @lnorman16Source: http://movies.disney.com/inside-out
  78. @lnorman16Source: http://juliahwest.com/prompts/emotion_intensity.html
  79. @lnorman16 We tend to focus on users being in the utmost state of happiness, not very realistic Source: http://juliahwest.com/prompts/emotion_intensity.html
  80. @lnorman16 Not everyone is going to be your “ideal” user • There’s a danger in assuming your users are happy
  81. @lnorman16 The problem with this is maybe not everyone had an awesome year.
  82. @lnorman16Source: http://meyerweb.com/
  83. @lnorman16Source: http://meyerweb.com/eric/thoughts/2014/12/24/inadvertent-algorithmic-cruelty/
  84. @lnorman16Source: theguardian.com
  85. @lnorman16 Not everyone is going to be your “ideal” user What Facebook could’ve done: • Offer people a way to opt-out • Don’t pre-populate the image assuming that it will be ideal Source: http://5by5.tv/webahead/91 Podcast episode with Eric Meyer
  86. @lnorman16 Possible tools to increase empathy
  87. @lnorman16 Personas (should be based on real people) Source: http://fakecrow.com/free-persona-template/
  88. @lnorman16 Empathy Mapping Source: http://uxmag.com/articles/how-to-use-persona-empathy-mapping
  89. @lnorman16 Immersive Empathy Source: Wired to Care Nike experiential empathy, p.138
  90. @lnorman16 Immersive Empathy Source: http://awards.designforexperience.com/gallery/2013/promoting-empathy-for-users/intuit
  91. @lnorman16 Biometrics: Measuring emotions (AKA the future!) Source: http://uxpamagazine.org/the-future-of-ux-research/
  92. @lnorman16 Recommended Source: http://bigdesigndallas.com/sessions/biometrics-in-ux-research-the-next-big-step/
  93. @lnorman16 Virtual reality empathy Source: ted.com - How virtual reality can create the ultimate empathy machine
  94. @lnorman16 None of these beat good ol’ fashioned listening and observing
  95. @lnorman16 None of these beat good ol’ fashioned listening and observing
  96. @lnorman16 “Accept no substitute for listening to and observing real people who need to do the things you’re designing a thing to help them do.” -Erika Hall, co-founder of Mule Design Just Enough Research Source: Just Enough Research (p.92)
  97. @lnorman16 Ethnography:What do people do and why do they do it? Must see! Source: bigdesigndallas.com | Just Enough Research Ethnography definition (p.82)
  98. @lnorman16 Good ol’ fashioned listening and observing • Doesn’t have to be expensive • You don’t need a fancy usability lab • You don’t need a scientist on your team • You just need to be willing to seek out other people and listen to and observe them
  99. @lnorman16 Wrap Up
  100. @lnorman16 Empathy should be the work of everyone at your organization (not just women)
  101. @lnorman16 Cognitive bias is powerful and we have to be aware of it Source: news.harvard.edu bostonreview.net hbr.org
  102. @lnorman16 The people that use your products are human, and have a wide range of emotions (beyond just happiness)
  103. @lnorman16 Be willing to step outside yourself and discover the needs of people who aren’t like you. That’s where the real innovation happens.
  104. @lnorman16 Let’s care about the people that use the things we make
  105. @lnorman16 Connect with me Lindsey Norman @lnorman16 #YouOutofUX
  106. @lnorman16 TildaFonts: Gill Sans Flower background image: freepik.com

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