empathizing with users BIH UI/UX BOOTCAMP / Microsoft Innovation Center @ Botswana Innovation Hub / bihux.tumblr.com
empathizing with users Where
Where does the user live? Where does the user come from?
What
What things does the user have What technologies does the user use? What are his or her skills and proficiencies?
Who
Who does the user live with? Who does the user work with?
When
What is the user’s day like? When does he/she use the product?
A plea for empathetic design
“Empathy in design requires deliberate practice. We must intentionally seek opportunities to connect with people in meaningful ways and to set aside reactions and behaviors that will interfere with it. And, once empathy is achieved, it needs to be moderated: apply too much and our thinking loses focus; apply too little and the depth of our insight suffers.”
To empathize you must understand WHY
Never forget about the user.
“I am not the user and the user is not me.�
What makes us human?
We have dreams
We have emotions
We make mistakes
We have first impressions
We have routines
We are cultural
We can be messy
We are impatient
Empathe)c design: simplifies complicated tasks places the burden on the system, not the user keeps the user focused on the task at hand user does not feel overwhelmed physically, cogni:vely, emo:onally appropriate
TurboTax
TurboTax
Design to empower people.
To Practice Empathetic design: Â Â Solve the right problem Help the user get to know your product Grow your product with your users advocate for your users Get your users involved
Step in the Shoes of a User
Talk to People
Go Outside
Involve Your Users Talk to Your Users Really Understand your users Test with your users Grow your relationship with your users
the design process
…So You Want to Do Research?
Determine What You’re Looking For
Qualitative or Quantitative Research? What questions are you trying to answer?
Be Bold
Go Outside Introduce Yourself Look Open
Be Observant
Take Notes. Record how the User might be thinking or feeling.
Use Open Body Language
Be ready to change your question
Activities, Environments, Objects, Interactions, Utterances
Interview Etiquette
Do’s
- - - -
Listen Keep it conversational Set the stage Remind the participant that you value their feedback - We’re testing the idea, not them - Explain what you will do - Respect if the participant gets frustrated
Don’ts
- - - - - - - -
pose hard questions first Ask closed questions overloading questions asking boring questions answer your own questions pose questions in a random sequence doing little follow-up on responses use negative body language
“People don’t want to be asked the questions you’ve asked everyone else already. They want you to care about what they’re saying.” - Mark Ebner
Listen
Body Language
Wing It
“Hi, My name is Jordan. Nice to meet you.”
“Can you tell me a little more about that?�
“That’s interesting. Can you explain why?”
“Can you show me?”
“Do you like A or B?” “Can you compare A or B?”
“Who, What, When, Where, How?”
What would you Create/Imagine/Design/Propose?