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Linking	
  UX	
  Ideas	
  for	
  an	
  	
  
Aha	
  Moment	
  from	
  Non-­‐Empathizers	
  	
  
Chris	
  Nodder	
  
@UXgrump	
  
Borat	
  promo?onal	
  material	
  
Wikimedia	
  
Empathizing-­‐systemizing	
  theory	
  
Female

Male

Scientists
Engineers Autism

Systemizing Quotient (SQ)

Empathizing Quotient (EQ)

Simon Baron-Cohen (2003) “The Essential Difference” NY: Basic Books
William Hudson “Reduced empathizing skills increase challenges for user-centered design” (CHI '09)
Want to know where you stand? http://personality-testing.info/tests/EQSQ.php
Systemizers	
  

Empathizers	
  

•  Want	
  to	
  analyze,	
  explore,	
  
construct	
  systems	
  
•  Intui?vely	
  figure	
  out	
  how	
  things	
  
work,	
  underlying	
  rules	
  
•  Less	
  interested	
  in	
  chaJng.	
  Less	
  
sociable	
  

•  Want	
  to	
  iden?fy	
  another	
  person's	
  
emo?ons	
  and	
  thoughts	
  
•  Intui?vely	
  figure	
  out	
  how	
  people	
  are	
  
feelingRelaxed	
  about	
  details	
  
•  Develop	
  language	
  rapidly.	
  Sociable	
  
and	
  communica?ve	
  
Systemize	
  empathe?c	
  moments	
  
•  Observa?on	
  techniques:	
  don’t	
  interpret,	
  just	
  record	
  
•  Assemble	
  data	
  in	
  a	
  way	
  that	
  encourages	
  	
  explora?on	
  
of	
  underlying	
  themes	
  
•  Create	
  user	
  descrip?ons	
  from	
  user	
  data,	
  not	
  opinion	
  
•  Tie	
  design	
  input	
  to	
  user	
  pain	
  points	
  
•  Verify	
  design	
  with	
  tests	
  
•  Create	
  1-­‐1	
  mapping	
  from	
  design	
  to	
  implementa?on	
  
plan	
  
•  Pair	
  systemizers	
  with	
  empathizers	
  	
  
✔	
  
M

T

W

T

F

S

S

✗ ✗ ✗ ✗ ✗

Get	
  from	
  user	
  observa?on	
  to	
  itera?on	
  plan	
  in	
  one	
  week	
  
Every time you talk =
one less piece of data
Low-fi data collection
helps you concentrate
General	
  user	
  
informa?on	
  

User’s	
  
domain	
  
exper?se	
  

User	
  Experience	
  organized	
  chronologically	
  

User	
  
Ac?vity	
  

User	
  ac(vi(es	
  help	
  to	
  organize	
  related	
  tasks.	
  An	
  
ac?vity	
  called	
  “managing	
  email”	
  might	
  organize	
  
tasks	
  like	
  reading	
  and	
  responding	
  to	
  messages.	
  	
  
User	
  tasks	
  are	
  the	
  ac?ons	
  users	
  take	
  to	
  
help	
  them	
  reach	
  their	
  goal.	
  Different	
  
users	
  may	
  use	
  different	
  approaches	
  to	
  
accomplish	
  a	
  task.	
  

User’s	
  
compu?ng	
  
skills	
  

User	
  Task	
  

User’s	
  aJtude	
  
towards	
  
problem	
  

User	
  Goal	
  

Quote	
  

User	
  Goal	
  

Quote	
  

2nd	
  User’s	
  
domain	
  
exper?se	
  

Pain	
  
point	
  

User	
  
ac?on	
  

Pain	
  
point	
  

User	
  
ac?on	
  

?on	
  
Ques

?on	
  
Ques

?on	
  
Ques
?on	
  
Ques

User	
  Task	
  

Design
	
  
Idea	
  
Design
	
  
Idea	
  

Design
	
  
Idea	
  

?on	
  
Ques

Evidence	
  refers	
  to	
  all	
  the	
  informa?on	
  we	
  
collect,	
  such	
  as:	
  
•  Ac(ons:	
  what	
  people	
  do	
  
•  Frustra(ons	
  and	
  pain	
  points	
  
•  Delight	
  the	
  par?cipant	
  experienced	
  
•  Mo(va(ons	
  and	
  goals	
  
•  Informa(on:	
  where,	
  when,	
  how?	
  
•  Collaborators:	
  who	
  did	
  they	
  work	
  with,	
  talk	
  
to,	
  email?	
  
Use	
  direct	
  user	
  quotes	
  wherever	
  possible	
  to	
  
communicate	
  evidence.	
  
User	
  
Ac?vity	
  
User	
  Task	
  

User	
  Task	
  
User	
  
Goal	
  

Quote	
  

Pain	
  
point	
  

User	
  
ac?on	
  

?on	
  
Ques
?on	
  
Ques
?on	
  
Ques

Design
	
  
Idea	
  
Design
	
  
Idea	
  

User	
  
Goal	
  

Quote	
  

User	
  
Pain	
  
ac?on	
  
point	
  
Design
	
  
Idea	
  

?on	
  
Ques

Pain points = opportunities
to delight customers
This information comes
from your site visit data.

Persona Name
Attributes

Goals

Persona •  ///
/// /// // Name /// //
//// /// Attributes//// /// Goals
/
• 
/
// //// // /// •  /// /// // /// /// //
• 
/// //
• 
//// /// •  ////•  /// / // /////// /// /
/
// /
• 
Concerns •  // //// //
Quotes
•  /// /// //
•  /// /// // ////•  /// / /// •  // / // ///
“///
//”
• 
•  / /// ///Concerns“//// /// Quotes
/
• 
/”
•  / // ////•  //// /// //
•  “/// /// //”
•  //// /// •  / /// /// /
/
•  “//// /// /”
•  / // //// /
•  //// /// /
• 
• 
• 
• 
Ideate to get past your
preconceptions
Local maximum isn’t
best place to be
Once
U

A Ti

pon 	

 User 	


me…	


sks	

Ta

al	

Go
healthy
“The length of athe leaststory is
determined by
number
of steps absolutely essential to
secure the hero’s objective.

”

David Mamet “On Directing Film”

	
  
✔
Recruiting Criteria

Tasks

Success metrics

Interface
Public	
  
Release	
  

Itera?on	
  

Incremental	
  
Delivery	
  

Daily	
  Story	
  
Dev’t	
  Cycles	
  

Incremental	
  
Delivery	
  

Incremental	
  
Delivery	
  

Product	
  
Delivery	
  

$$	
  
User	
  
Ac?vity	
  

User	
  
Ac?vity	
  

User	
  
Ac?vity	
  

Epic	
  

Epic	
  

Epic	
  

Epic	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  

Concept	
  

What	
  do	
  users	
  
need?	
  

Process	
  

How	
  do	
  we	
  enable	
  
it?	
  

User	
  
Ac?vity	
  
Epic	
  

User	
  
Ac?vity	
  
Epic	
  

Story	
  

User	
  
Ac?vity	
  

Epic	
  

Epic	
  

Story	
  
Story	
  

Story	
  
Story	
  

Story	
  
Story	
  

lem	
  
Prob
	
  
ome
Outc ric)	
  
(met

Story	
  

Execu?on	
  

What	
  capabili(es	
  
must	
  we	
  build?	
  

Story	
  

Hat-­‐?p	
  to	
  Jeff	
  Paeon	
  (www.agileproductdesign.com),	
  an	
  avid	
  promoter	
  of	
  user	
  story	
  maps.	
  

Story	
  

Story	
  

lem	
  
Prob
	
  
ome
Outc ric)	
  
(met

Story	
  

lem	
  
Prob
me	
  
utco c)	
  
O
ri
(met
User	
  
Ac?vity	
  

User	
  
Ac?vity	
  

Epic	
  

Epic	
  

Story	
  

User	
  
Ac?vity	
  

Epic	
  

Epic	
  

Story	
  
Story	
  

Story	
  
Story	
  

User	
  
Ac?vity	
  

User	
  
Ac?vity	
  

Story	
  

Epic	
  

Story	
  

Story	
  
Story	
  

Epic	
  

User	
  
Ac?vity	
  

Epic	
  

Epic	
  

Story	
  

Story	
  

Story	
  

Story	
  

Story	
  
Story	
  

Story	
  

Story	
  

Story	
  

Hat-­‐?p	
  to	
  Carissa	
  Demetris	
  (ProQuest	
  LLC)	
  for	
  the	
  cupcake	
  analogy.	
  
.	
  

Story	
  

Story	
  

Story	
  
chris@nodder.com	
  
@uxgrump	
  
ques?onablemethods.com	
  

Taming evil interfaces
Creating heavenly experiences

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Linking UX Ideas for an Aha Moment from Non-Empathizers

  • 1. Linking  UX  Ideas  for  an     Aha  Moment  from  Non-­‐Empathizers     Chris  Nodder   @UXgrump  
  • 4. Empathizing-­‐systemizing  theory   Female Male Scientists Engineers Autism Systemizing Quotient (SQ) Empathizing Quotient (EQ) Simon Baron-Cohen (2003) “The Essential Difference” NY: Basic Books William Hudson “Reduced empathizing skills increase challenges for user-centered design” (CHI '09) Want to know where you stand? http://personality-testing.info/tests/EQSQ.php
  • 5. Systemizers   Empathizers   •  Want  to  analyze,  explore,   construct  systems   •  Intui?vely  figure  out  how  things   work,  underlying  rules   •  Less  interested  in  chaJng.  Less   sociable   •  Want  to  iden?fy  another  person's   emo?ons  and  thoughts   •  Intui?vely  figure  out  how  people  are   feelingRelaxed  about  details   •  Develop  language  rapidly.  Sociable   and  communica?ve  
  • 6. Systemize  empathe?c  moments   •  Observa?on  techniques:  don’t  interpret,  just  record   •  Assemble  data  in  a  way  that  encourages    explora?on   of  underlying  themes   •  Create  user  descrip?ons  from  user  data,  not  opinion   •  Tie  design  input  to  user  pain  points   •  Verify  design  with  tests   •  Create  1-­‐1  mapping  from  design  to  implementa?on   plan   •  Pair  systemizers  with  empathizers    
  • 8. M T W T F S S ✗ ✗ ✗ ✗ ✗ Get  from  user  observa?on  to  itera?on  plan  in  one  week  
  • 9.
  • 10. Every time you talk = one less piece of data Low-fi data collection helps you concentrate
  • 11.
  • 12. General  user   informa?on   User’s   domain   exper?se   User  Experience  organized  chronologically   User   Ac?vity   User  ac(vi(es  help  to  organize  related  tasks.  An   ac?vity  called  “managing  email”  might  organize   tasks  like  reading  and  responding  to  messages.     User  tasks  are  the  ac?ons  users  take  to   help  them  reach  their  goal.  Different   users  may  use  different  approaches  to   accomplish  a  task.   User’s   compu?ng   skills   User  Task   User’s  aJtude   towards   problem   User  Goal   Quote   User  Goal   Quote   2nd  User’s   domain   exper?se   Pain   point   User   ac?on   Pain   point   User   ac?on   ?on   Ques ?on   Ques ?on   Ques ?on   Ques User  Task   Design   Idea   Design   Idea   Design   Idea   ?on   Ques Evidence  refers  to  all  the  informa?on  we   collect,  such  as:   •  Ac(ons:  what  people  do   •  Frustra(ons  and  pain  points   •  Delight  the  par?cipant  experienced   •  Mo(va(ons  and  goals   •  Informa(on:  where,  when,  how?   •  Collaborators:  who  did  they  work  with,  talk   to,  email?   Use  direct  user  quotes  wherever  possible  to   communicate  evidence.  
  • 13.
  • 14. User   Ac?vity   User  Task   User  Task   User   Goal   Quote   Pain   point   User   ac?on   ?on   Ques ?on   Ques ?on   Ques Design   Idea   Design   Idea   User   Goal   Quote   User   Pain   ac?on   point   Design   Idea   ?on   Ques Pain points = opportunities to delight customers
  • 15.
  • 16. This information comes from your site visit data. Persona Name Attributes Goals Persona •  /// /// /// // Name /// // //// /// Attributes//// /// Goals / •  / // //// // /// •  /// /// // /// /// // •  /// // •  //// /// •  ////•  /// / // /////// /// / / // / •  Concerns •  // //// // Quotes •  /// /// // •  /// /// // ////•  /// / /// •  // / // /// “/// //” •  •  / /// ///Concerns“//// /// Quotes / •  /” •  / // ////•  //// /// // •  “/// /// //” •  //// /// •  / /// /// / / •  “//// /// /” •  / // //// / •  //// /// / •  •  •  • 
  • 17.
  • 18. Ideate to get past your preconceptions Local maximum isn’t best place to be
  • 19.
  • 20. Once U A Ti pon User me… sks Ta al Go
  • 21.
  • 22.
  • 23. healthy “The length of athe leaststory is determined by number of steps absolutely essential to secure the hero’s objective. ” David Mamet “On Directing Film”   ✔
  • 24.
  • 25.
  • 27.
  • 28.
  • 29. Public   Release   Itera?on   Incremental   Delivery   Daily  Story   Dev’t  Cycles   Incremental   Delivery   Incremental   Delivery   Product   Delivery   $$  
  • 30. User   Ac?vity   User   Ac?vity   User   Ac?vity   Epic   Epic   Epic   Epic   Story   Story   Story   Story   Story   Story   Story   Story   Story   Story   Story   Story   Concept   What  do  users   need?   Process   How  do  we  enable   it?   User   Ac?vity   Epic   User   Ac?vity   Epic   Story   User   Ac?vity   Epic   Epic   Story   Story   Story   Story   Story   Story   lem   Prob   ome Outc ric)   (met Story   Execu?on   What  capabili(es   must  we  build?   Story   Hat-­‐?p  to  Jeff  Paeon  (www.agileproductdesign.com),  an  avid  promoter  of  user  story  maps.   Story   Story   lem   Prob   ome Outc ric)   (met Story   lem   Prob me   utco c)   O ri (met
  • 31. User   Ac?vity   User   Ac?vity   Epic   Epic   Story   User   Ac?vity   Epic   Epic   Story   Story   Story   Story   User   Ac?vity   User   Ac?vity   Story   Epic   Story   Story   Story   Epic   User   Ac?vity   Epic   Epic   Story   Story   Story   Story   Story   Story   Story   Story   Story   Hat-­‐?p  to  Carissa  Demetris  (ProQuest  LLC)  for  the  cupcake  analogy.   .   Story   Story   Story  
  • 32. chris@nodder.com   @uxgrump   ques?onablemethods.com   Taming evil interfaces Creating heavenly experiences