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The Best from the UX Summit in Chicago

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We were so lucky to have the opportunity to attend the UX Summit at Chicago with speakers from Disney, NASA, Google, Amazon, and more. Check the Agenda http://bit.ly/UXSummitAgenda
We want to share this great experience, some of the Insights we learn during the event, and our favorite Quotes! Enjoy!

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The Best from the UX Summit in Chicago

  1. 1. UX INSIGHTS & TRENDS #UXHighlights from the #UXSummit Chicago 2019
  2. 2. Look the following image for one minute If you’ve seen this before simply observe What do you see?
  3. 3. 1. Young Lady? 2. Old Lady? 3. Both?
  4. 4. Observe First we use our senses and Perception
  5. 5. Understand Process the information
  6. 6. Respond Do you think we all saw the same?
  7. 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. 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. 9. Endless Curiosity… and disruption Ⓒ Photo by rawpixel.com from Pexels Lija Hogan @Lijahogan User Testing Dr. of Strategic Research Services
  10. 10. Where are you? With the speed of evolving products, services and new trends identify if you are: • Aware • Reactive • Optimized • Visionary
  11. 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. 12. Reactive In this stage you’re talking about: • Working in Silos • Find and fix • KPIs
  13. 13. Optimized In this stage you’re talking about: • Programs and Procedures in place • Each organization or team has specific tasks
  14. 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. 15. ‘I have no special talents. I am only passionately curious.’  — Albert Einstein
  16. 16. Now What? You know where you are, Now what? • Understand people using Generative Research • “Endless CURIOSITY can drive DISRUPTION” • Don’t Stop!
  17. 17. 5 Pillars of a CX Driven Organization 1. Strategy 2. Culture 3. Technology 4. Governance 5. Measurement
  18. 18. Build a culture of EMPATHY based on an EMPOWERING model: ‘Empower, Enable, & Execute’ — Lija Hogan
  19. 19. Align around the ideal model Empowered Centralized Embedded
  20. 20. Conclusions? • Identify where are you? • Build alignment • Define Plan • MAKE IT HAPPEN! “Structural change, do it quick with effective communication” — Lija Hogan
  21. 21. Altruism & Trust Ⓒ Photo by rawpixel.com from Pexels
  22. 22. We all are part of social groups, teams, organizations; we interact with each other, get the job done, and pay bills.
  23. 23. User Experience is NOT just about the company’s users and customers, we are users too
  24. 24. ‘Altruism isn’t generally profitable but Work hard. Be kind. Trust love.’ — Krys Blackwood @Shodoshan NASA UX Designer
  25. 25. UX, empathy, listening, understanding…: ‘Put yourself in someone’s shoes.’ — Heather Ford @HeatherJFord Bradley University
  26. 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. 27. Money & Behavior Ⓒ Photo from Pexels
  28. 28. ‘Behavioral Change is like sending a rocket to the space, includes Friction and Motivation’ — Daniel Ariely @Danariely Duke University
  29. 29. Friction Free over doing nothing: “How many of you have a subscription that should be canceled?” Little things really matter!
  30. 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. 31. Motivation “How to Help Poor Informal Workers to Save a Bit? Evidence from a Field Experiment in Kenya"
  32. 32. Which one do you think was more effective? 1 2 3 4 5 6 7
  33. 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. 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. 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. 36. Is not only about Storytelling, also about Trust Ⓒ Photo from movies Harry Potter and Star Wars
  37. 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. 38. ‘When trust is broken, users will feel manipulated’ — Kevin Schumacher @Schubox Disney UX Magician
  39. 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. 40. ‘The learning and knowledge that we have is, at the most, but little compared with that which we are ignorant’ — Plato
  41. 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. 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. 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. 44. Resistance to change? Ⓒ Photo by John Drysdale
  45. 45. “Resistance, all the chaos as a result of change” — Krys Blackwood @Shodoshan NASA UX Designer
  46. 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. 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. 48. Ⓒ Photo by Vitaly Vlasov from Pexels Shaun Archer Google UX Research
  49. 49. common topic How disruptive is UX research for conventional ways of collecting and analyzing data
  50. 50. Marketing Research
  51. 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. 52. “Break the Wall and connect all the skills because they all are needed during the process” — Schaun Archer Google
  53. 53. Ⓒ Photo from Pexels  Brian MacEwan Sawtooth
  54. 54. “Adapting proven market research techniques to understand user preferences and create data-driven development plans” —  Brian MacEwan
  55. 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. 56. MaxDiff Scores • Provide rank orders • Distance between items • Include fit/consistency scores • Excellent for segmentation/clustering • Total Unduplicated reach and frequency (TURF)  
  57. 57. Summary Quantitative Methods   UX Research
  58. 58. Breanne Abo United Airlines Ⓒ Photo taken from theramppeople.com.uk
  59. 59. “Speaking of diversity and inclusive design, Accessibility is just as important as any other traits for segmentation” —  Breanne Abo
  60. 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. 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. 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. 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. 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/
  65. 65. Ⓒ Photo by Bruce Mars from Pexels Sabina Altera-Hogin Amazon
  66. 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. 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
  68. 68. Ⓒ Photo taken from Google John Yesko Wallgreens
  69. 69. “UX is not only for digital channels” — John Yesko
  70. 70. “Why customers prefer to go to pharmacies? ‘cause some customers like to know what they’re getting — John Yesko
  71. 71. “With all the emerging technologies keeping a holistic experience throughout all the channels is a big challenge” — John Yesko
  72. 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. 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. 74. Don’t forget to earn the trust from leadership “Things will get dirty before they get better” — John Yesko
  75. 75.  Marie Faulkner Lietz Expedia Ⓒ Photo Wakatobi 2019
  76. 76. “Psychological safety, or TRUST among teammates, was the factor that most effective teams shared” — Maria Faulkner Lietz
  77. 77. The Power of Asking Right questions! • Right questions lead to right answer • Sharing our opinions give us pleasure • Defer judgements • Increase Persuasion
  78. 78. Call people, people Ⓒ Photo from IMDB: Movie her. Jack Yager @JackYager The OCC
  79. 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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