Vivienne Dinh & Kimberly Nguyen Don - Embracing Diversity in Research

What do you do when you need to work with a very specific group of people? How do you approach research for those with disabilities or from different cultures or age groups? Maybe you have to test a product with a group of young teenagers or those who aren’t quite as tech-savvy?

We’ve uncovered valuable insights about user behaviour through researching with blind and low vision users, non-tech savvy users, teenagers and English-as-second-language users. In our session, we would like to share with you our biggest lessons learned and the challenges and importance of working with a diverse group of users, before the final product and no matter the product.

Transcript

1. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED MARCH 2021 Embracing diversity in research
2. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED INTRODUCTION 2 Hi, nice to digitally meet you! Kimberly Nguyen-Don UX Designer, Deloitte Digital Spent over 4,000 minutes speaking to 70 customers virtually over COVID-19 Climbed Mt. Fuji + completed 3 marathons Viv Dinh Senior UX Designer, Deloitte Digital Designed, researched and tested both GUI and VUI experiences in several industries 4”5’ in height + 3rd on The Amazing Race 2019
3. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Introduction to accessibility 01
4. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED INTRODUCTION 4 Digital accessibility • The ability for people with visual, auditory, motor or cognitive disabilities to access electronic resources such as the internet and mobile devices • 1 in 6 Australians have a disability • Digital accessibility benefits everyone. We all benefit from clear, logical and user-friendly experiences • Accessibility is usability that’s more inclusive
5. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 02 Research with low vision & blind users
6. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED RESEARCH WITH LOW VISION & BLIND USERS 6 My assumptions • As level of impairment increased, the desire for a graphical user interface experience decreased, with a voice user interface being favoured. • As the level of impairment increased, users would find using a voice user interface only based solution quicker to navigate than a graphical user interface only based solution.
7. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 7 Screen reader demo RESEARCH WITH LOW VISION & BLIND USERS
8. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED RESEARCH WITH LOW VISION & BLIND USERS 8 Web Content Accessibility Guidelines 2.0 (WCAG) • Colour contrast • Alternative text or a similar solution for images that convey meaning • Navigation elements are consistent throughout the site • Form fields have accurate labels • Headings are used in a logical order
9. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED RESEARCH WITH LOW VISION & BLIND USERS 9 Why don’t we consider accessibility more? • Lack of accountability • Assumption that there are no users with accessibility needs in our target audience • Aesthetics and eye catching designs that aren’t mutually exclusive with accessibility
10. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED RESEARCH WITH LOW VISION & BLIND USERS 10 Planning research for people with disabilities • Accommodate for differences through choosing accessible venues or through facilitating alternative forms of communication that may be required • People should being equally eligible to participate as research subjects. Take steps where possible to facilitate such participation • Be aware of the varying degrees of sensitivity, and express kindness
11. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 03 Recruiting for diversity
12. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Demographics to consider RECRUITING FOR DIVERSITY 12 • Age • Gender • Level of tech savviness • English-as-a-second language • Experience with activity • Other: Income, occupation, device preferences
13. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Questions to ask yourself RECRUITING FOR DIVERSITY 13 • How many users are you recruiting for? • What percentage will be from different user groups? • What types of customer screening questions can you create to find diverse user groups? • What types of personas are you recruiting for? • How does your specific industry impact how you recruit users?
14. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 04 Research with youth
15. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Recruiting youth RESEARCH WITH YOUTH 15 • Research the right recruitment channels and platforms • Give yourself enough time to recruit • Recruit parents and guardians on behalf of your users • Ensure your customer screening questions are clear • Provide flexible time slots (e.g. before and after school) • Make it clear you want the child to participate • Recruit for back-up participants
16. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Creating a welcoming environment RESEARCH WITH YOUTH 16 Some teens may be confident and outspoken, while others may be shy and reserved. Make sure to let them know their feedback is valued and reassure them that there are no right or wrong answers.
17. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Make it fun RESEARCH WITH YOUTH 17 Add emojis and funny messages throughout your prototype
18. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 05 Research with non-tech savvy users
19. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Key considerations NON-TECH SAVVY USERS 19 • Ask the user if they have experience using your user testing platform of choice (e.g. Zoom, Teams, etc.) • Provide clear instructions on how to use technology • Log into the call earlier to assist with tech setup • Don’t assume that older participants are non-tech savvy • Consider offline or alternative solutions
20. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 06 Research with English-as-a-second language users
21. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED ENGLISH-AS-A-SECOND-LANGUAGE USERS 21 Diverse cultures and communities in Australia • Australia has many different cultures and diverse communities • Australians speak over 200 different languages • 21% of Australians reported speaking a language other than English at home • Most common languages include Mandarin, Arabic, Cantonese, Vietnamese, Italian, and Greek
22. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED Preparing and conducting research ENGLISH-AS-A-SECOND-LANGUAGE USERS 22 • Create your assumptions and hypotheses ahead of time • Consider changing jargon in the designs • Develop easy to understand questions in the moderation guide • Speak slowly and enunciate • Adapt to the situation and be patient
23. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 07 But why?
24. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED BUT WHY? 24 Reasons you should recruit for diverse user groups • It makes us better designers by default • It drives more traffic • Be recognised as a champion/advocate of inclusive design in the industry • It reduces additional development effort • It reduces potential legal risks
25. COPYRIGHT © 2021 DELOITTE CONSULTING PTY LTD. ALL RIGHTS RESERVED 08 Questions?
26. Viv Dinh Senior UX Designer Contact: vidinh@deloitte.com.au Kim Nguyen-Don UX Designer Contact: knguyen-don@deloitte.com.au Thank you About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/au/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte has in the region of 200,000 professionals, all committed to becoming the standard of excellence. About Deloitte Australia In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms, Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 6,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit Deloitte’s web site at www.deloitte.com.au. Liability limited by a scheme approved under Professional Standards Legislation. Member of Deloitte Touche Tohmatsu Limited © 2020 Deloitte Consulting Pty Ltd This document and the information contained in it is confidential and should not be used or disclosed in any way without our prior consent. Where we advertise or represent that tax agent services will be provided by us, such services will be provided by a Deloitte registered tax agent.