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.

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