Shifting Our Perspective: IxDA World Usability Day Event
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As designers, content creators and user experience architects, we know the key to usability is empathizing with users. But no matter how how much we try to understand them, our perspectives will still always be influenced by our own experiences, both good and bad. That’s why we need we need to break out of our typical processes and learn to think differently.
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Shifting Our Perspective: IxDA World Usability Day Event
- 2. EMPATHY The key to understanding users is through
- 3. The key to understanding users is through https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy-maps-creating-a-10-minute-persona/
- 4. KEY TO TRUE EMPATHY: Understanding how we take in information and misinterpret, even benevolently.
- 5. COGNITIVE BIAS: When a subjective experience overrides objective data.
- 6. Fact #1 Everyone has cognitive biases
- 7. Fact #2 You cannot get rid of your biases
- 9. CONFIRMATION BIAS: The tendency to search for, interpret, focus on and remember information in a way that confirms one's preconceptions. https://en.wikipedia.org/wiki/Confirmation_bias
- 10. Reject ideas that go against our opinions Makes us see data we want
- 11. WHAT IT LOOKS LIKE: Misinterpreting audience research toward our beliefs
- 12. ! HOW DO WE AVOID IT? ❑ Be your own devil’s advocate ❑ Be skeptical ❑ Assume you're automatically looking for the information you want https://medium.com/@choongchingteo/cognitive-biases-you-need-to-be-familiar-with-as-a-researcher-c482c9ee1d49
- 14. ILLUSORY CORRELATION Perceiving a relationship between variables (typically people, events, or behaviors) even when no such relationship exists https://en.wikipedia.org/wiki/Illusory_correlation
- 16. WHAT IT LOOKS LIKE: Taking two wholly unconnected pieces and putting them together
- 17. ! HOW DO WE AVOID IT? ❑ Have someone else look at the data or research on your users ❑ Look at the sample size you’re pulling information from ❑ Don’t jump to conclusions at the first sign of a pattern https://medium.com/@choongchingteo/cognitive-biases-you-need-to-be-familiar-with-as-a-researcher-c482c9ee1d49
- 18. Anchoring #03
- 19. ANCHORING BIAS: The tendency to rely too heavily, or quite literally "anchor,” on one trait or piece of information when making decisions https://en.wikipedia.org/wiki/Anchoring
- 20. Visualizing the ANCHOR EFFECT anchor point of reference highLow
- 21. Latch on to false information Reference everything from that starting point
- 22. WHAT IT LOOKS LIKE: Referencing the first piece of information we’ve been given
- 23. ! HOW DO WE AVOID IT? ❑ Recognize that everyone is susceptible to anchoring ❑ Challenge your beliefs about what you think you know ❑ Reset your “anchor point” https://medium.com/@choongchingteo/cognitive-biases-you-need-to-be-familiar-with-as-a-researcher-c482c9ee1d49
- 25. LET’S BUILD SOME EMPATHY BY THINKING DIFFERENTLY ABOUT OUR WORLD
- 26. 100PEOPLE.ORG The world population has now reached 7.5 billion people. The magnitude is almost impossible to grasp. But what if we could understand it on a much smaller scale? What if the world were only 100 people? What would it look like, based on who we are today?
- 27. ! LET’S TEST OUR BIASES + BUILD EMPATHY ❑ Confirmation bias: We are naturally going to look to news sources and information that support our beliefs and viewpoints. ❑ Illusory correlation: We make broad statements about the “way things are” or “the way the world is” based what we think. ❑ Anchoring bias: Because we live in America, America is our anchor. Everything we think and understand about the world is based on where we live.
- 28. __% women __% men
- 29. # would be children # would be adults # would be 65 or older
- 30. # Asians # Africans # people from the Americas # Europeans
- 31. # Christians # Muslims # Hindus # Buddhists # people who practice other religions # people who would not be aligned with a religion
- 32. # can read & write # cannot read & write
- 33. # have a college degree
- 34. # have internet connection
- 35. # would not have a place to shelter them from wind and rain # would be undernourished # would have no access to clean, safe drinking water
- 36. LET’S REVIEW!
- 37. 50% women 50% men
- 38. 25 would be children 75 would be adults 9 would be 65 or older
- 39. 60 Asians 16 Africans 14 people from the Americas 10 Europeans
- 40. 31 Christians 23 Muslims 15 Hindus 7 Buddhists 8 people who practice other religions 16 people who would not be aligned with a religion
- 41. 86 can read & write 14 cannot read & write
- 42. 7 have a college degree
- 43. 40 have internet connection
- 44. 22 would not have a place to shelter them from wind and rain 11 would be undernourished 9 would have no access to clean, safe drinking water
- 45. HOW DO YOU FEEL?
- 47. THANK YOU!