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.

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
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?
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: