DL2022 Ibrahim Ayub - Leading with Empathy: Learn more by speaking less

When we think of “users” we often confine their identities to how they’re interacting with our products and services. But how might we understand their mental models of the world and how those behaviors translate into the experiences we deliver? In this session, we’ll explore ethnographic and visual methods for continuous research, the role of language and metaphors in survey design, and actionable strategies to develop meaningful, adaptable products.

Transcript

1. Leading with Empathy Learn more by speaking less Ibrahim Ayub November 15-16, 2022 UX Australia Design Leadership
2. User Research Experience Strategy Human-Centered Design Near an outlet Location Focus Hi there! I’m Ibrahim Consulting | UX | Ethnography | Computer Science Background
3. Today’s Canvas Seamless connections. Fragmented understanding
4. Central Challenge How might we cultivate empathetic design leadership to create meaningful products?
5. Current constraints Human Biases Existing Technology Social Dynamics
6. Room for creation Human Biases Existing Technology Social Trends Empathy Playground
7. Guiding principles Curious Holistic Collaborative Iterative
8. 1. Construct their mental model 2. Investigate with minimal bias 3. Reorient across systems 3 steps for empathetic design leadership
9. 1. Construct their mental model
10. “A frame is a mental structure…and shapes the way people see the world, goals we seek, and choices we make” Time is Money More is Up User Groups are a Community - George Lakoff
12. 2. Investigate with minimal bias Thinks Says Feels Does
13. Less words, more empathy Metaphors Survey Design Visualization Product search and selection is a genie granting wishes Imagine the employees are on a bus. What does it look like? Should participants rate on a scale of -5 – 5+ or 0 – 10?
14. 3. Reorient across systems
15. Across our User People Events Patterns & Trends Person Structure & Institutions Mental Models & Beliefs
16. Across our Product Environment Auxiliary Products Product Journey Interactions
17. Implications for Design Leadership Strategy Design Target Customers Market Entry & Expansion Navigation Images Execution Stakeholder Involvement Co-Creation Colours Iconography
18. We are in a constant state of evolution
19. In Practice: Movig Business suite for content creators (Sales, Projects, Payments) • The ‘Creator businessperson’ • Visual cues • Reinforce journey • Time commitments • Educational resources • Routines over results Leading Practices Lessons Learned
20. Wrapping up • Outputs depend on nature of inputs (mindsets) • Minimizing language improves empathetic leadership • The situation is constantly evolving 1. Construct their mental models 2. Investigate with minimal bias 3. Reorient across systems Takeaways 3 Steps
21. linkedin.com/in/ibrahim-ijaz-ayub @ibayub ibrahimayub.com Thank you! getmovig.com ibrahim@getmovig.com