Developing Empathy at NGNUX

Developing Empathy at NGNUX

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 takes 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 users.

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Westley Knight

June 26, 2019
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Transcript

  1. NGN/UX http://www.ngnights.com DEVELOPING YOU Developing Empathy Westley Knight

  2. NGN/UX http://www.ngnights.com DEVELOPING YOU What is empathy?

  3. NGN/UX http://www.ngnights.com DEVELOPING YOU Sympathy

  4. NGN/UX http://www.ngnights.com DEVELOPING YOU Two elements of empathy Affective Cognitive

  5. NGN/UX http://www.ngnights.com DEVELOPING YOU Cognitive empathy Fantasy Perspective Taking Tactical

    Empathy
  6. NGN/UX http://www.ngnights.com DEVELOPING YOU Why does empathy matter?

  7. NGN/UX http://www.ngnights.com DEVELOPING YOU "It’s very difficult to design something

    for someone if you have no empathy." Stewart Butterfield Founder of Slack
  8. NGN/UX http://www.ngnights.com DEVELOPING YOU Isn’t this just for UXers?

  9. NGN/UX http://www.ngnights.com DEVELOPING YOU NO

  10. NGN/UX http://www.ngnights.com DEVELOPING YOU The decisions you make affect the

    user experience
  11. NGN/UX http://www.ngnights.com DEVELOPING YOU Why does empathy matter?

  12. NGN/UX http://www.ngnights.com DEVELOPING YOU Tools for generating empathy

  13. NGN/UX http://www.ngnights.com DEVELOPING YOU User Research Empathy Mapping Personas User

    Stories
  14. NGN/UX http://www.ngnights.com DEVELOPING YOU User Research Contextual Inquiry Individual Interviews

    Task Analysis Usability Testing Eyetracking Unmoderated Panel Studies A/B Testing Clickstream Analysis Customer Feedback Card Sorting Intercept Surveys Email Surveys Focus Groups Participatory Design Concept Testing
  15. NGN/UX http://www.ngnights.com DEVELOPING YOU User Research Task Analysis Usability Testing

  16. NGN/UX http://www.ngnights.com DEVELOPING YOU Empathy Mapping

  17. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas

  18. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas Demographics Personal information Attitudinal information

    Behavioural information Motivations and goals
  19. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas Demographics Personal information Attitudinal information

    Behavioural information Motivations and goals
  20. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas Demographics Personal information Attitudinal information

    Behavioural information Motivations and goals
  21. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas Demographics Personal information Attitudinal information

    Behavioural information Motivations and goals
  22. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas Demographics Personal information Attitudinal information

    Behavioural information Motivations and goals
  23. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas Demographics Personal information Attitudinal information

    Behavioural information Motivations and goals
  24. NGN/UX http://www.ngnights.com DEVELOPING YOU Personas

  25. NGN/UX http://www.ngnights.com DEVELOPING YOU User Stories As an [actor], I

    want to [action] so that [goal]
  26. NGN/UX http://www.ngnights.com DEVELOPING YOU User Stories As a savings account

    holder, I want to be able to set up a standing order so that I can regularly save a set amount As a regular customer, I want to special privileges so that I benefit from being a regular customer As a husband and father, I want to be reminded of family birthdays so that I don’t forget them!
  27. NGN/UX http://www.ngnights.com DEVELOPING YOU User Story As a developer, I

    want to refactor part of the codebase so that it becomes more efficient and benefits other teams
  28. NGN/UX http://www.ngnights.com DEVELOPING YOU Stakeholder User Story As a developer,

    I want to refactor part of the codebase so that it becomes more efficient and benefits other teams
  29. NGN/UX http://www.ngnights.com DEVELOPING YOU Business Needs Only 5% of our

    users complete our booking process We need to find a solution that increases this conversion rate to 8%
  30. NGN/UX http://www.ngnights.com DEVELOPING YOU Tell a story instead

  31. NGN/UX http://www.ngnights.com DEVELOPING YOU

  32. NGN/UX http://www.ngnights.com DEVELOPING YOU

  33. NGN/UX http://www.ngnights.com DEVELOPING YOU

  34. NGN/UX http://www.ngnights.com DEVELOPING YOU Empathy is for everybody

  35. NGN/UX http://www.ngnights.com DEVELOPING YOU Thank you