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. Assumptions are good for your UX ANDY HEALEY - SHOPIFY
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
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…
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
32. “there is no easy way up Tryfan” “extremely misleading and gives a false representation” “virtually impossible to follow”
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
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”
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 ____________.
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
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
60. It’s OK 
 to make assumptions Make inclusive assumptions Check your assumptions 1 2 3
63. Thanks