Andy Healey - Assumptions are good for your UX

We're told that making assumptions is dangerous, yet in UX we make them every day. Who our users are, what they want, how they do things.

With so many projects vying for our time it’s inevitable we’ll make assumptions, so how do we minimise the risks?

In this session we’ll:

see how a group of 19th-century philosophers promoted the use of assumptions to make fast decisions
take lessons from mountaineering accidents in the UK so you can make safer assumptions
learn how to implement processes to check just how risky your subconscious biases really are

Transcript

1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a UX A a a 2020 - #UXA2020 Da 4 F da , 28 A g 2020 Ca i ed b : Ke ie C ke
2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 40 ligh l diffe e ake ha a d he' g i g alk ab h e ime he e ac all a m i ca be g d a d ef l hi g . S lea e j i me i elc mi g A d . Hell . ANDY HEALEY: H a e d i g? STEVE BATY: Ve g d. O e . ANDY HEALEY: I'm g i g ha e m c ee a d I ill a k ha g a d gi e me a h ce ca ee m lide ha I d ' e d 20 mi e e e i g i h hi g. STEVE BATY: I ca ee de k . N I ca ee lide . ANDY HEALEY: N eake e ? STEVE BATY: N eake e . ANDY HEALEY: Hi, e e b d . Tha k f ha i g me da . O e he la fe da e' e hea d a l ab bia a d i ilege i he e 20 mi e I'm g i g ha e i h a c le f ech i e ha ill h ef ll hel ma age hem a li le bi . Bef e ha , hi, m ame' A d . I'm a c e a egi a d UX lead he Check eam i S if . I li e i M eal, Ca ada. I a h i g j i i A alia b i ld ' ible beca e f 2020. I m ed Ca ada f m E gla d a c le f ea ag . Whe I a a i ed I a e ci ed, I a i g a d like a li le d g. The c e d g e e . B he I f d e e hi g a ' i e a aigh f a d a I h gh . L k a i . Sim le hi g like i g de f d.
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 41 I E gla d e ha e hi meal called chee chi a d g a a d I ki d f l k g d, d e ' i ? Whe I ied de i i M eal, e le e e de a me, he 'd m e hi i l a me, i e. I chee chi a d g a i Ca ada i called i e. I ' hei a i al di h. S I a ed ge me m e f m a f ie d de hi i e. I g a ba k acc ge he m e him. He aid I e ac i . I aid ha ' a i e ac ? I he c ie e ha e aigh f a d em a fe m e e le, g I e e ba ki g. I Ca ada he like d hi g a li le bi diffe e l . S he c ea ed hi em called I e ac, he e a fe m e ha e e d email back a d a d f a d a d a e ec e e i , he al ki d f hi g , ha ' m he ' maide ame, ha a he ame f fi e . Ob i l m f ie d did ' k he ame f m fi e . I ' a em ha ' i e f i e a i . S chee chi , i e, a d I e ac. The e a e he ba ic f life i Ca ada a d he e d i e, I e ac, he make e e Ca adia , he a med ha he ld make e e me. B he did ' beca e I had c e . I UX e make a m i like hi e e da . Wh e a e, ha he a , h he d hi g . We a me ha ha i g a de ig em a d c m e e e a g d e e e ie ce. B i i bei g ed a i e ded? Thi i li e all ca cel c l e. Whe e dem a im a jec i a G gle Ha g i Z m, e a me akeh lde a e gi i g hei f ll a e i . We ea il f ge ha e le a e ki g de diffe e c di i . O like he I ig ed eak a UX A alia, I a med ha I'd be ge i g a f ee i d de . B , he e e a e. A d e , a m i like he e ca be da ge . W g a m i ca ca e jec fail e, a d g i g be d UX, ha e' e e e ie ced i 2020, i deed he la
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 42 fe ea a d he ld, f ma , ma ea , ha e h ha e ca ' a m i . A m i a e clea l a bad hi g, igh ? Ye , i eali , e make h a d f a m i e e da . All ki d f i hi g like he he a a me ha a e i g i g c me . I'm e ca hi k f le m e f elf. The ' e a i eg al a f deci i maki g ce beca e e d ' ha e he ca aci alida e e e i gle e f he deci i e make. M f ha e decide d i ba ed he a m i ha e'll ill be ali e a he e d f he da a d i ' ab 9:00 a igh i M eal igh a d I'm g d, I'm ea l he e. Pe le ell me ha I make ma a m i . The d ' ac all a i b I k ha ' ha he ' e hi ki g. A a , e lide, lea e. N , a a ece Sh if e e , C hia Sa a d Sa cie ga e a alk deci i maki g. The c cl ded ha a deci i , e e a bad e, i ill a be e ha deci i a all. A d i UX a d de ig , e eed make fa deci i . I ca be a g d hi g be i i a ed a d hi mea maki g a fe a m i al g he a . B h d e a id he da ge e ? I i he e a igh a a d a g a make a m i ? T da I'm g i g h h make hem he igh a ca make he igh deci i f e . We' e g i g d hi i h ee e e ai i g, ed ca i al a d ac ical e , ha m e c ld a k f ? N mbe e, i ' OK make a m i . N mbe , make i cl i e a m i , a d mbe h ee, check a m i . We ill a i h mbe e. Back he I a a i e i , h ee ea ag , e f m maj a hil h a d h e l , ha d hea , i a eall diffic l , i a eall c f i g. I'd like ake
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 43 j a m me a d ha e a hi k ab ha de a di g f hil h i hile I ha e a dem c a ic d i k f a e . N , ma be ' e imagi i g he g ea e mi d i h ma e l i , b ildi g each he ' k , i i g each a e hical a d cial i a a. Y 'd be g. S me f ma k f De ca e a d hi c gi e g m, I hi k he ef e I am. If G gle "I hi k he ef e I am" i g, he e a e alm 600 milli e l . A l f hil h i ba icall he e eall ma e le i c i g a d lli g each he . Pe le like e he ma e g. S , i he 1800 , a g f hi e Ame ica hil he decided me hi g ge he . Le ' make me ba ic a m i e ca m e f a d . S he k he d " agma i m" hich mea make me hi g d e. A d ha ' he ame a he la ech l ga Ge Sh1 D e. The e agma i e hem el e me i ci le he c ld ba eli e hei a m i . The e i i e al h i ce e e e e e ie ce hei ld a d e i me i hei a , a hei ime, i a a ie f i a i . If me hi g eem k a i fac il , he a me ha i d e k a i fac il . A d al a all f he ibili ha a m e effec i e l i ill be f d. A d if he e i ci le eem ki d f familia , i ' beca e he di ec l alig i h e ce ha e ha e a UXe . U e e a a d j e ma i g, da a a d e i g, de ig c i a d UX e ea ch. I UX e ha e all he e e ce . If me a e el e a "I hi k m de ig ill k beca e m i i a e g ea " b i l ha ' eall da ge . B if me a e a "OK, I hi k hi de ig ill k beca e i fi i i h e i j e ma i g e' e d e, e' e e ed me f he de ig , i alig i h e feedback", he ha '
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 44 me g i g e ide ce a d i ' i e a fai a m i make. A d hi i fi e a d maki g e f a m i i UX, k i g ha if ' e agma ic, a d ba eli e hem i g he e e ce , he i ca be OK make a m i ge Sh1 d e. N , mbe , maki g i cl i e a m i . A e ead f c e i ch? Y ' e UXe , f c e a e. Back i UK e ha e m ai e c e eam h a e g f l ee ha hel e le h a e h a d l he m ai a d like all g d jec eam a he e d f e e i cide he make a e a d i li e. S me a e i e f . A c le ck i a e , d ' a k me h , he ' e i ed a d e e hi g. S me f hem a e ' f . I 2007, Je a d Ch i he Pa a , h e e e e ie ced hike , d e f m O f d N h Wale . Whe he g he e, he b gh a ma , c m a a d g ideb k a d e ff f a m ai called T fa . The e' ea a T fa . I he la 30 ea , 17 e le ha e died T fa . The c le g l a d Ch i he Pa a li ed a d fell hi dea h. N , i ecificall c i ici ed he g ideb k ha he c le had b gh . I aid he i le T fa he ea a a a fal e e e e a i . I' e g a c f he b k igh he e. Ma be hi ill hel . Ma be hi ill hel . I ' j a big all f e a d a i li le ma . I ' clea ha he a h made a e ie f a m i . The fi f he e, hich i e d - ea . Wi h ha , he c le babl ld ' ha e e e decided g T fa i he fi lace. The he j ke ili g he a m i e f he he , each e maki g he i a i m e da ge . He a med hei e e ie ce le el. He a med ha he ld fi d a d ead all f he a i g , a d he a med ha he de c i i a d he ma e e clea .
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 45 Wha ' i e e i g f i UX, i ha all f he e a m i c ld ha e bee made afe b bei g m e i e i al ab h he c e a c ea ed. Nami g a e a id c f i ambig i , e eed a al i ide if he blem ha eeded be l ed, i f ma i a chi ec e make e he c e a al able a d ee if i a e f mi g a e ec ed. All f he e hi g hel make a m i afe . Like a g ideb k i e , g al i UX i l k af e e , ake hem a j e a d g ide hem h gh afel . N c m a e ha g ideb k i h hi li e e hich make afe, i cl i e a m i . I e migh be begi e i d e ' a i ' ea . I fac , i ecificall a i ca be da ge . I gi e a de ailed ma a d i gi e e b e i c i a d h . The i e de a di g ha f each f i e i ' he ame e b a diffe e j e . A d hi i eall im a . He kee he c e clea a d im le. I 2010, he A alia b ea f a i ic c d c ed me e ea ch i li e ac i ' a li le ld b i ' ill fai l e e e a i e. A d he di c e ed ha e 45% f A alia aged 15 l ha e eadi g kill bel he mi im m e i ed mee he c m le dema d f e e da life a d k. Mea hile, i he US, he a e age eadi g le el i ha f a 12 13- ea - ld. S a Sh if e ha e i b il i de ig em ha ha ' he le el e h ld be i i g f a d he e' l f g d ea d hi . Sh if e le a e b e le, ma agi g hei famil life, he ha e a milli hi g di ac i g e le. Sa ah Richa d , h e he b k c e de ig , i ' d mbi g d , i ' e i g . S he b ild e fea e, de ig f e ma ke , be i e i al ab c e a d make afe, i cl i e a m i .
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 46 De ig f e e e, a d d ' lea e a e behi d. OK, mbe 3, check a m i . A UX . S , I ece l ked a jec a d e made a a m i , e did ' hi k i a a bigg , e'd im ed a fea e, a d he i e ded i f all f me cha . We k e ha m f hem e e , a d fai e gh, he e e e me h did ' a eek bef e he la ch e e hem a email gi i g hem he i . We a med he ld ead ha email. P blem a , he e Wa a 40% b ce a e a d l 22% f he email e e e , a d hi e a fe ala m bell i gi g. L f me cha did ' k ha e'd ed hi f hem. A e eam membe c mme ed, ha ' ideal. B i a a al able lea i g m me . A he a f he eek, Ma k ke i h eal ge c ab all he i ilege e le ki g i ech ha e, a d i ' all e. A he Sh if ffice e ha e a Ma i Ka m. The e' he lide. B e' e all ad l , e e R a , h e hall lidi g a ha i . A d e' e e ible f deci i . A a eam, e e e e ible f h deci i im ac ed e a d e h ld ha e d e me hi g challe ge el e e . I'm g i g ha e i h a g ea e e ci e f d i g j ha . I d ci g he a m i lam. S hi i a e e ci e e d a Sh if challe ge f da i al belief ab a jec . A i e e , , me, ce aid he ha de a m i challe ge i he e d ' e e k ' e maki g. A a m i lam hel c e he e hidde a m i . H i k , ge jec eam i a eal mee i g m, a i al e, a d b ai m all a m i ha ' e bee maki g ab a jec . W i e hem all d -i . S c mm a m i hi g migh be I belie e I e ha e a eed c m le e he a k fa e . O I belie e he e eed ca be l ed i h a big hi b , me hi g
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 47 like ha . S e d 10 a a 10 mi e i h each e i i g d all he a m i he hi k he eam i maki g. Thi i e f he ma ea i ' im a ha e di e e eam . E e e ill be ki g i hei e f bia e , he m e di e e eam i , he ide he ec m, ge de , ace, age, , he m e a m i ' e g i g be c e i g hem. Whe ' e d e, ha e hem b i g hem he b a d a d migh fi d ' e maki g a i i g mbe f a m i . S make hem ea ie ma age, g a d ca eg i e hem. A d he ha e a ma ageable e f ca eg i ed a m i ca a m i g id, hich e a ed ea lie . N hi i made f f ad a di ided b i k a d k ledge. A a eam, ake each f a m i a d hem he g id ba ed h m ch al ead k ab hem a d h i k he a e if he g g. L i k mea hi g m ch c ld g g, high- i k mea i c ld affec ela i hi i h c me , eall high i k mea i c ld affec hei ela i hi i h hei c me . A d h ld e d i h me hi g like hi . H ef ll i h i h le High i k. The le i k k ca ig e he di ac i . The high- i k k ca im leme i la i g. The high- i k k , he e eed be e al a ed. Y eed m e hem he lef beca e he m e k he le i k he bec me. H d d hi ? A Na c aid e e da , a m i i e i . S a b de el i g e ea ch h he i . F e am le, if e ha e a big hi b he ill c m le e hei a k fa e . A d e hi ki g e . A al e e l , a d he ca k ledgeabl i e a e de ig . N , ma be ' e a chi g hi a d hi ki g ha d g ea , d e i eall k? Tha ' a e celle e i , ha k e m ch.
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 48 Le me gi e a ick e am le. The e' a fea e e ha e a Sh if , ece l e amed Sh Pa . If ' e ig ed f i he h li e ' e e ed a 6-digi mbe h e ca e e ha i ead f add e a d de ail . B e me agi g i ' e fec . The e ca be e k i e , c ce a d ec i a d . S e de ig ed a e e me age fl a d e a a a m i lam ee if e' e aki g a hi g f g a ed i h a ach. A d i ed e e e maki g me e i k a m i . A e e gi i g hem a clea al e , d he feel ec e e gh, ill he lack f f ic i f eak hem . We did m e e l a i , e e a d e ed hem i h e . Whe e e e c fide ha a m i a lef ed, e la ched. N , la chi g me hi g e i al a e ci i g, a e a i E gla d, ca . Sh if Pa did milli f check e a ched h i a e f mi g a d i a ki g. E e e a ha . We b il a m e i cl i e, cce f l d c . We' e ee he e' igh a a d g a make a m i e ime ' e a i g a jec , a d , S e e, I ill be a he e mi e bef e I fi i h, e ime ' e a i g a jec ca emembe i ill be OK UX g a l g a ake he ime check a m i a d make hem afe a d i cl i e b i g all he l a di al. E e hi g I' e alked ab da i me i ed i a c le f Sh if UX bl g e b m elf hich li k a em la e deck f he a m i lam a d e b J lie B h. Plea e ead J lie' . Le me ell e la hi g, la mme I e f di e . I de ed i e, i ha i e c me i m e ha e fla a d me f he e a e eall i e ic . I d ' eall like ic . Thi , a a g d e e ie ce. Like he agma i aid he e i i e al
11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 49 h, like i h i e. STEVE BATY: I ha e a I'm a fa f i e. ANDY HEALEY: H ca be? STEVE BATY: I'm j . I'm j g i g h ha he e. The e' a c le f e i c mi g h gh i he Q&A a el hich e'll e i he cha f ake a l k a . A d ha k e m ch. Tha a a e me a d e'll ge Meli a. Tha k , A d . A d ' i Ca ada he ca ' ge a a i h liki g i e b a a A alia h j i i Ca ada cca i all , I ca like i . The e g . O e eake i Meli a V de be g. Meli a' g i g be ackli g a ic ha f m a e ig ifica a f ac ice hich i ge i g m e e gageme i k h . Hell , Meli a. Tha k f j i i g . I ca ' ee hea a he m me . Wai i g, ai i g. Hell . MELISSA VODERBERG: Hi, S e e, h a e ? STEVE BATY: Ve ell. Tha k f j i i g . MELISSA VODERBERG: Tha k f ha i g me. STEVE BATY: I ill ha d e . Tha k . MELISSA VODERBERG: The ca a d he ick. Ge hem d i b make hem hi k i ' hei idea. Gi e b e he 10% a d fi e he b m 10%. Wh k ha I'm alki g ab ? I'm alki g ab