Nancy Douyon - Navigating UX Design Across Cultural Boundaries

Every design decision has the potential to include or exclude customers. Global Research emphasizes the contribution that understanding user diversity makes to informing these decisions, and thus to including as many people as possible. User diversity covers variation in capabilities, needs and aspirations. I will discuss how we use Global Research to prioritize what product teams really need to build well and understand if their designs have relative ease of use that translates well to non-US users. Global Research priorities addresses some of the most challenging problems facing our global users today.

Transcript

1. UX Australia 2020 Design & User Experience Research Navigating UX Design Across Cultural Boundaries /Nancy Douyon/ Design Ethicist & Product Philosopher
3. Aux Cayes Haiti
5. Harvard University Massachusetts Institute of Technology The University of Michigan Background
6. Intel Human Factors Engineer Uber UX Design Research Lead IBM User Experience Consultant Google User Experience Researcher Healthcare.gov (Obamacare) UX Design Lead Facebook UX/ML Engineer US Department of Education UX Expert Baxter Visual Designer & Product Manager Comcast UX Writer Time Warner Cable Interaction Designer Bank of America User Experience Research Pfizer Visual Designer
7. The Often-Taken Path
8. Privilege Informs Design Nancy Douyon UX Turning Point
9. Understand Users Getting into their world
10. Empathy
11. Empathy Understanding perspectives from other points of views
12. Lead With Empathy What comes to mind when designing a mobile for a baby? Stuffed animals, shapes, etc
13. Lead With Perspective Why did your perspective change with additional context? We are not always equipped to do everything
14. When people in positions of privilege unintentionally create solutions without accounting for their own explicit and implicit personal biases consequently leading to self serving bias Nancy Douyon, UX Enterprise 18’ NOBILITY COMPLEX
15. Encourage people to be the most curious versions of themselves (soft skills). Encourage people to speak up when something isn't quite working because we learned something from it (Hard choices). Nancy Douyon Leader
16. "Today Show”, Dads demand diaper-changing stations, source]
19. STOP DESIGNING FOR WESTERN STEREOTYPES SO THAT PRODUCTS CAN BE MORE SCALABLE .
20. POV - Bringing Design to the Roads Uber’s First World Problem
21. 2 1 6 continents 77 countries 600+ Cities
22. Pickup location: Chandni Chowk March 20, 2017, 10am Delhi, India Our products should also work in places like these.
23. UX Design Process TASK FLOWS WIREFRAMING LOW FID DESIGN CREATE USE CASES BASED ON THOSE REQUIREMENTS Ongoing IDENTIFYING THE REQUIREMENTS 1 2 3 4 DELIVER TO DEVELOPMENT TO WORK WITHIN THEIR SPRINTS ITERATE ON FEEDBACK UX RESEARCH 5 6 7
24. UX Design Process TASK FLOWS WIREFRAMING LOW FID DESIGN CREATE USE CASES BASED ON THOSE REQUIREMENTS Ongoing IDENTIFYING THE REQUIREMENTS 1 2 3 4 DELIVER TO DEVELOPMENT TO WORK WITHIN THEIR SPRINTS ITERATE ON FEEDBACK UX RESEARCH 5 6 7 Does our design process work globally?
25. The Team G L O B A L S C A L A B L E R E S E A R C H laura sonal namrata mayank saswati nancy lucas patricia maria INDIA LATAM Europe Head Global UX HQ
26. UX Process • PRD GLOBAL CHECKPOINT • SUBMIT RESEARCH ASK FORM • CONTRIBUTE TO RESEARCH PRELIMINARY FINDINGS REVIEW FINAL REPORT OUT REVIEW LOOP DESIGN ITERATE CONDUCTING RESEARCH 1:1 INTERVIEWS USABILITY TESTING CARD SORTING INTERCEPTS 2 WEEKS INTERVIEW GUIDE DESIGN LOCALIZED TASK FLOWS 1 2 3 4
27. Prioritization Protocol Checklist • Submission request form • Office Hours Debrief (15 min) • HQ Prioritized Product • Regional priority • Commitment to impact product • Readiness (research plan, localized prototype) • Strategic Long Term Relationships • Feedback provided
28. Expert reviews in LatAm and India Local usability test and codesign Global guidelines & systematic change Interpretation vs translation Problem Globalization Limited Localize languages? Illustration vs photos? What we Did Global Studies Win Agile Usability Testing Outcome Product Management On Board Testing It Out
29. How do we do it? $13.10 Methodology Sample Size Insight/Execution • Parallel regional research • Usability Testing • Card Sorting • Intercept • Design Jams • 2+ country check consults • 6 1:1 interviews/usability test Product Teams at HQ and around the world need design test in global regions. Challenges Leadership ROI • Cross regional analysis • Relationship building and influence • Repeat engagements • Systematic change • Foundational Research • Efficient Spending • Increase revenue potential
30. 20+ Projects 8 Research Methods 12 Uber-wide Global collaborations 16 Product touch-points 100+ Actionable insights MM$ Revenue/Savings First Quarter Launch
31. Articulate a vision and encourage people to find that vision. Nancy Douyon
33. Acknowledging Nobility Complex When people in positions of privilege intentionally create solutions while accounting for their own explicit and implicit personal biases, consequently this leading to inclusive design.
34. Accessibility Versatility
35. IF YOU WANT SCALE Forge connections, ideas & opportunities that improve equity & inclusion in UX.
36. Learning • Deliver value beyond empathy • Culture-market fit and context • Discover pattern and trends • Scale radius of Influence w/ research • Leverage privilege with awareness • Create opportunity through access • Over Index under-representation to build equity
37. 1 Design a platform or participation ladder that provides 2+ underrepresented group checkpoints 3 Turn assumptions into questions 2 Test your learnings for marginalized communities in your immediate or primary markets 4 Hire, retain & be accountable for diverse talent Ways you can start...
38. Thank you! @nancydouyon @nancydouyon @TheRealNancyDouyon