The Best from the UX Summit in Chicago

1. UX INSIGHTS & TRENDS #UXHighlights from the #UXSummit Chicago 2019

2. Look the following image for one minute If you’ve seen this before simply observe What do you see?

3. 1. Young Lady? 2. Old Lady? 3. Both?

4. Observe First we use our senses and Perception

5. Understand Process the information

6. Respond Do you think we all saw the same?

7. User eXperience Research “Research is about going outside your own perspective, getting informed, and becoming inspired by the world around you.” Xin Xin @Spycihappy One Medical Designer & Researcher

8. Share your Findings Data Sample size = 7 • Young? 2 • Old? 1 • Both? 4 Analysis • Young Lady: 29% • Old Lady: 14% • Both: 57% What these results mean? Recommendations or Patterns Perception / Different answers / User eXperience or “Some” User eXperience?

9. Endless Curiosity… and disruption Ⓒ Photo by rawpixel.com from Pexels Lija Hogan @Lijahogan User Testing Dr. of Strategic Research Services

10. Where are you? With the speed of evolving products, services and new trends identify if you are: • Aware • Reactive • Optimized • Visionary

11. Aware “I know we need to do something, but we’re trying to get buy-in” Lija Hogan In this stage you’re mentioning: • Strategy • Culture • Technology • Governance • Measurement (Not consistent measurement)

12. Reactive In this stage you’re talking about: • Working in Silos • Find and ﬁx • KPIs

13. Optimized In this stage you’re talking about: • Programs and Procedures in place • Each organization or team has speciﬁc tasks

14. Visionary In this stage you’re talking about: • Customer obsessed • Company-wide programs and procedures in place • Issues addressed across the lifecycle • Mature measure practices

15. ‘I have no special talents. I am only passionately curious.’ — Albert Einstein

16. Now What? You know where you are, Now what? • Understand people using Generative Research • “Endless CURIOSITY can drive DISRUPTION” • Don’t Stop!

17. 5 Pillars of a CX Driven Organization 1. Strategy 2. Culture 3. Technology 4. Governance 5. Measurement

18. Build a culture of EMPATHY based on an EMPOWERING model: ‘Empower, Enable, & Execute’ — Lija Hogan

19. Align around the ideal model Empowered Centralized Embedded

20. Conclusions? • Identify where are you? • Build alignment • Deﬁne Plan • MAKE IT HAPPEN! “Structural change, do it quick with effective communication” — Lija Hogan

21. Altruism & Trust Ⓒ Photo by rawpixel.com from Pexels

22. We all are part of social groups, teams, organizations; we interact with each other, get the job done, and pay bills.

23. User Experience is NOT just about the company’s users and customers, we are users too

24. ‘Altruism isn’t generally proﬁtable but Work hard. Be kind. Trust love.’ — Krys Blackwood @Shodoshan NASA UX Designer

25. UX, empathy, listening, understanding…: ‘Put yourself in someone’s shoes.’ — Heather Ford @HeatherJFord Bradley University

26. “The spectrum of empathy includes pity, sympathy, empathy, and compassion. Pity and sympathy require little to no effort or understanding, while empathy and compassion require effort to understand and engagement to produce a positive change.” Diagram from https://www.nngroup.com/articles/sympathy-vs-empathy-ux/

27. Money & Behavior Ⓒ Photo from Pexels

28. ‘Behavioral Change is like sending a rocket to the space, includes Friction and Motivation’ — Daniel Ariely @Danariely Duke University

29. Friction Free over doing nothing: “How many of you have a subscription that should be canceled?” Little things really matter!

30. Motivation Friction is the easiest to change, make it your friend and drive behavior…Motivation is the fuel for the rocket! -Daniel Ariely Ⓒ Photo from Pexels

31. Motivation “How to Help Poor Informal Workers to Save a Bit? Evidence from a Field Experiment in Kenya"

32. Which one do you think was more effective? 1 2 3 4 5 6 7

33. Motivation • Hypothesis: A tangible track-keeping object; the coin made subjects remember to save more often. • Results: Saving decisions involve psychological aspects and that policy makers and product designers should take these inﬂuences into account

34. “When you remove Conﬂict of Interests, when people feel an afﬁnity of values and not a transactional relationship, it brings out the best in us all” — @Lemonade_Inc

35. TRUST “Do you know how many insurance companies has a form to return money if you ﬁnd your ”lost” device?” and “How many of you, will return it?” — Daniel Ariely

36. Is not only about Storytelling, also about Trust Ⓒ Photo from movies Harry Potter and Star Wars

37. Trust A researcher should be: 1. Truthful: Relentlessly 2. Objective: Usability wins over interests 3. Trustworthy: When people don’t trust results, they won’t trust your products either.

38. ‘When trust is broken, users will feel manipulated’ — Kevin Schumacher @Schubox Disney UX Magician

39. ‘Is difﬁcult to trust ourselves, so it’s nearly impossible to trust others, that’s why you need DATA’ — Kevin Schumacher high trust low trust

40. ‘The learning and knowledge that we have is, at the most, but little compared with that which we are ignorant’ — Plato

41. Tips for Trust and Conﬁdence 1. Reciprocity 2. Consistency and commitment 3. Social proof 4. Authority “Appeal good and bad only when you know” 5. Liking 6. Scarcity 7. Unity

42. Storytelling Do you know what Harry Potter, Skywalker and UX has in common? “Facts tell, stories sell” We’re all storytellers with characters, desire, conﬂict, and transformation. — Kevin Schumacher @Kisswaldo Disney

43. Discovery Research Develop Implement Test Deliver Call to Adventure Meeting Mentor Crossing Threshold Test, Allies, & Enemies Approach to the inmost cave The Road Block The resurrectio n Return to elixir Focus Synthesis Develop Ideation Prototype Implementation Testing Product Solution UX Process and Storytelling

44. Resistance to change? Ⓒ Photo by John Drysdale

45. “Resistance, all the chaos as a result of change” — Krys Blackwood @Shodoshan NASA UX Designer

46. UX Research With UX processes and research we are doing a lot of changes: New processes RISK costs MONEY “Do conscious research and gently disrupt old traditions to drive evolution and not revolution”

47. Tips during Resistance 1. Watch & Listen, show the value of research 2. Make changes that users want 3. Never be arbitrary, base decision on data 4. Engage hearts & minds, let the people deal with processes 5. Ambassadors of research through all the company, rely on colleagues, build trust, and evangelize 6. Be consistent and stay on target 7. Be fully transparent 8. Users love banana bread!

48. Ⓒ Photo by Vitaly Vlasov from Pexels Shaun Archer Google UX Research

49. common topic How disruptive is UX research for conventional ways of collecting and analyzing data

50. Marketing Research

51. Tips from Google 1. Even though we have to be curious, always remember to give some space to the users! 2. Empower yourself be that “Unicorn” with different skill sets (anthropology, development, psychology, math, etc.) that makes you unique! 3. Be responsive but not reactive by prioritizing 4. TALK and LISTEN. Break the territorial behavior from other teams by: ○ Earning trust ○ Reinforcing collaboration

52. “Break the Wall and connect all the skills because they all are needed during the process” — Schaun Archer Google

53. Ⓒ Photo from Pexels Brian MacEwan Sawtooth

54. “Adapting proven market research techniques to understand user preferences and create data-driven development plans” — Brian MacEwan

55. Question Efficiency Consider best/worst answers: A (best), B, C, D (worst) Then you know: 1. A>B 2. B>D 3. A>C 4. C>D 5. A>D From 2 “clicks” we learn about 5 of the 6 possibilities paired comparisons!

56. MaxDiff Scores • Provide rank orders • Distance between items • Include ﬁt/consistency scores • Excellent for segmentation/clustering • Total Unduplicated reach and frequency (TURF)

57. Summary Quantitative Methods UX Research

59. “Speaking of diversity and inclusive design, Accessibility is just as important as any other traits for segmentation” — Breanne Abo

60. Disabilities: 27% of the users • Design and Develop with this in mind! • Types of disabilities Ⓒ Illustration from https://www.microsoft.com/design/inclusive/

61. Digital Accessibility The ability of users with disabilities to effectively utilize information technology (IT) systems: websites, mobile or web-based applications, software and hardware Ⓒ Illustration from https://www.microsoft.com/design/inclusive/

62. ”Accessibility is a journey, not a destination” • Find your A11Y allies • Assess your organization • Make a plan • Be consistent and persistent “But most importantly, don’t be afraid to start”

63. “When UX doesn’t consider ALL users, shouldn’t it be known as “SOME User Experience” or… SUX?” — Billy Gregory, Senior Accessibility Engineer

64. References and Tools • W3C Accessibility resources https://www.w3.org/standards/webdesign/accessibility • WCAG 2.1 at a glance https://www.w3.org/WAI/standards-guidelines/wcag/glance/ • WCAG 2.1 Guidelines https://www.w3.org/TR/WCAG21/ • Digital Ally for developers https://accessibility.dev/ • Interesting articles and podcasts: ○ https://www.microsoft.com/inculture/musicxtech/x-ambassadors-boom/ ○ https://time.com/5613806/2020-presidential-candidates-ada-website-acc essibility/ ○ https://99percentinvisible.org/episode/curb-cuts/ ○ https://99percentinvisible.org/episode/the-universal-page/

66. UX and Music 🎶 “When you are trying to identify the segment you are targeting, there are so many genres and ways of consumption. No one is really alike in music.” — Sabina Altera-Hogin

67. Survey: 5W3H Questions • Why they listen to music? • Where? • When? • How? • Etc… Driven by Emotions! 2 Clusters: Expressive: Social, talk, share, etc. Impressive: Needs, help, emotions, energy, cope with issues, etc. Surprising Fact: Radio is the most often used device

69. “UX is not only for digital channels” — John Yesko

70. “Why customers prefer to go to pharmacies? ‘cause some customers like to know what they’re getting — John Yesko

71. “With all the emerging technologies keeping a holistic experience throughout all the channels is a big challenge” — John Yesko

72. How to embrace UX? • Build Empathy with Generative and Evaluative research • Map the end Journey using different touchpoints: store, web, emails, phone, etc • Fall in love with the problem, not the solution: “Divergent ideation before converging on answers” • Design experiments and build prototypes with basic materials like cardboard (cheap prototypes) • Deployment is an opportunity, not the end of work • Adapt your process to the speciﬁcs (Problem, stage, availability, resources and time)

73. Why Design Thinking? • Ensure solutions are grounded in insights NOT assumptions • Help guide investment in the right direction “Kill you baby sooner than later” • Remove misleading initiatives from the table early • Iteration results in higher conﬁdence

74. Don’t forget to earn the trust from leadership “Things will get dirty before they get better” — John Yesko

76. “Psychological safety, or TRUST among teammates, was the factor that most effective teams shared” — Maria Faulkner Lietz

77. The Power of Asking Right questions! • Right questions lead to right answer • Sharing our opinions give us pleasure • Defer judgements • Increase Persuasion

79. “We need to start talking about people like people, so we start thinking of them as people, not users or resources, to create truly human-centered designs. Even if you call a user a persona and give it a name and hair color and two kids and favorite sports team, it doesn’t account for individuality or characteristics that actually make us human.” Jack Yager, The OCC

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