Developing Empathy

Developing Empathy

Being able to understand your users is critical to the success of your digital product. Generating empathy can be largely undervalued by those who don't engage with their users on a regular basis. Westley will take a look at the tools that UX designers use everyday, and how these can be used to help those further removed from the user to generate empathy and create a real connection, resulting in a better product for their customers.

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Westley Knight

June 07, 2018
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Transcript

  1. Developing Empathy

  2. It’s very difficult to design something for someone if you

    have no empathy. - Stewart Butterfield
  3. What is empathy?

  4. It’s not sympathy

  5. Components of empathy Affective Cognitive

  6. Cognitive Empathy Perspective Taking Tactical Empathy Fantasy

  7. None
  8. Tools to generate empathy

  9. User Research

  10. User Research Contextual inquiry

  11. User Research Contextual inquiry Focus groups

  12. User Research Contextual inquiry Focus groups Individual interviews

  13. User Research Contextual inquiry Focus groups Individual interviews Task analysis

  14. User Research Contextual inquiry Focus groups Individual interviews Task analysis

    Usability testing
  15. User Research Contextual inquiry Focus groups Individual interviews Task analysis

    Usability testing
  16. Empathy Mapping

  17. Empathy Mapping

  18. Personas

  19. Personas Demographics

  20. Personas Demographics Personal information

  21. Personas Demographics Personal information Attitudinal information

  22. Personas Demographics Personal information Attitudinal information Behavioural information

  23. Personas Demographics Personal information Attitudinal information Behavioural information Motivations and

    goals
  24. Personas Demographics Personal information Attitudinal information Behavioural information Motivations and

    goals
  25. User Stories As an [actor], I want to [action] so

    that [goal]
  26. As an current account holder, I want to quickly check

    my bank balance so that I can make sure I have enough money to buy the product I want As an savings account holder, I want to be able to set up a standing order so that I can regularly save a set amount As an business account holder, I want to be able to access my historical transactions so that I can generate accurate reports
  27. The value of stories

  28. The value of stories

  29. Good fortune Ill fortune

  30. Good fortune Ill fortune

  31. Only 5% of our users complete the booking journey We

    need to find a solution that increases our conversion rate to 8%
  32. John has just retired after more than 40 years of

    loyal service to the company where he has worked for most of his life. He and his wife Lucy have been looking forward to taking a round the world trip using their life savings. They’re not the most internet savvy, and can often find things confusing when trying book online. How can we help them through the online booking process to help them take this amazing holiday?
  33. None
  34. None
  35. None
  36. Keeping empathy alive

  37. Keep the user front and centre

  38. Keeping empathy alive

  39. Keeping empathy alive

  40. Thank you

  41. Credits Photography: Taras Shypka via unsplash.com Mailchimp via The Noun

    Project - Viktor Ostrovsky - Nick Bluth - Lastpark - Trevor Dsouza - Rohith M S - Wilson Joseph - Tomas Knopp - Maxim Kulikov Icons: