Andy Healey - Assumptions are good for your UX

Cf9808b306096a913709da756edeb665?s=47 UXAustralia
August 28, 2020

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

Cf9808b306096a913709da756edeb665?s=128

UXAustralia

August 28, 2020
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Transcript

  1. Assumptions are good for your UX ANDY HEALEY - SHOPIFY

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  4. Flickr: sheilaellen / creative commons

  5. POUT-WHAT? Flickr: sheilaellen / creative commons

  6. WHAT?

  7. Jaws

  8. Basic human needs Interac Poutine SELF-
 ACTUALIZATION Pursue Inner Talent

    Creative Achievement SELF-ESTEEM Achievement Mastery Recognition Respect BELONGING/LOVE Friends Family Spouse Lover SAFETY Security Stability Freedom from Fear PHYSIOLOGICAL Food Water Shelter Warmth
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  11. Gill, by Lucy Leicester

  12. Assumptions are an integral part of our decision-making process

  13. “A decision, even a bad one, is still way better

    than no decision at all.”
 
 - It’s not the decision, it’s a decision 
 Cynthia Savard Saucier and Alëna Louguina
  14. It’s OK 
 to make assumptions Make inclusive assumptions Check

    your assumptions 1 2 3
  15. It’s OK 
 to make assumptions Make inclusive assumptions Check

    your assumptions 1 2 3
  16. It wasn’t that long ago, honest…

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  20. John Dewey William James Charles Peirce

  21. Πράγμα Get Sh1t Done!

  22. • There is no universal truth since everyone experiences their

    own world and environments in their own way, at their own time, in a variety of situations
  23. • There is no universal truth since everyone experiences their

    own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily
  24. • There is no universal truth since everyone experiences their

    own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily • Always allow for the possibility that a more effective solution will be found
  25. • There is no universal truth since everyone experiences their

    own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily • Always allow for the possibility that a more effective solution will be found User personas, journey mapping…
  26. • There is no universal truth since everyone experiences their

    own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily User personas, journey mapping… Data, testing… • Always allow for the possibility that a more effective solution will be found
  27. • There is no universal truth since everyone experiences their

    own world and environments in their own way, at their own time, in a variety of situations • If something seems to work satisfactorily, then assume that it does work satisfactorily • Always allow for the possibility that a more effective solution will be found User personas, journey mapping… Data, testing… Design crits, UX research…
  28. It’s OK 
 to make assumptions Make inclusive assumptions Check

    your assumptions 1 2 3
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  32. “there is no easy way up Tryfan” “extremely misleading and

    gives a false representation” “virtually impossible to follow”
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  34. “easy” is easy for everyone they would find and read

    all the warnings their experience level ! the description and map were clear
  35. “easy” is easy for everyone they would find and read

    all the warnings their experience level the description and map were clear Information
 architecture Naming 
 patterns User needs
 analysis User testing Content strategy
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  37. It’s the same route, but a different journey

  38. Over 45% of Australians aged 15+ have reading skills below

    the “minimum required … to meet the complex demands of everyday life and work”. Australian Bureau of Statistics: Adult Literacy and Life Skills Survey
  39. Over 45% of Australians aged 15+ have reading skills below

    the “minimum required … to meet the complex demands of everyday life and work”. Australian Bureau of Statistics: Adult Literacy and Life Skills Survey
  40. “It’s not dumbing down, it’s opening up” Sarah Richards, Content

    Design
  41. It’s OK 
 to make assumptions Make inclusive assumptions Check

    your assumptions 1 2 3
  42. a UX story…

  43. • 40% bounce rate • 22% open rate Emails

  44. “that’s not ideal”

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  48. Assumption

  49. “The hardest assumption to challenge 
 is the one you

    don't even know you are making.” Douglas Adams
  50. Assumption slam • I believe my users have a need

    to ____________. • I believe these needs can be solved with ____________. • I believe the #1 value a user wants to get out of this is ____________. • I believe the user can also get these additional benefits ___________. • I believe my biggest product risk is ____________.
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  52. High risk Low risk Known Unknown

  53. High risk Low risk Known Unknown

  54. Defer Plan Understand Evaluate

  55. 1. Develop research hypotheses
 2. Test them out with users


    3. Analyze the results and iterate Reduce the risk
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  57. • Are we giving users a clear value prop?
 •

    Do they feel secure enough?
 • Will the lack of friction freak them out?
  58. Value prop Security Reassuring Update

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  60. It’s OK 
 to make assumptions Make inclusive assumptions Check

    your assumptions 1 2 3
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  63. Thanks