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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.

Westley Knight

June 26, 2019
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  1. NGN/UX
    http://www.ngnights.com
    DEVELOPING YOU
    Developing Empathy
    Westley Knight

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

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

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

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

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

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  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

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  8. NGN/UX
    http://www.ngnights.com
    DEVELOPING YOU
    Isn’t this just for UXers?

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

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

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

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

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

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  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

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  15. NGN/UX
    http://www.ngnights.com
    DEVELOPING YOU
    User Research
    Task Analysis
    Usability Testing

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

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

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

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

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

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  25. NGN/UX
    http://www.ngnights.com
    DEVELOPING YOU
    User Stories
    As an [actor], I want to [action] so that [goal]

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  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!

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  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

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  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

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  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%

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  30. NGN/UX
    http://www.ngnights.com
    DEVELOPING YOU
    Tell a story instead

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

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

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

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

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

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