OVERCOMING WW PSYCHOLOGICAL WW BIASES TO FOSTER EMPATHY REBECCA - - PowerPoint PPT Presentation

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Nov 11, 2022 244 likes •723 views

OVERCOMING WW PSYCHOLOGICAL WW BIASES TO FOSTER EMPATHY REBECCA NOLAN @teatoUX HAVE YOU EVER HEARD SOMEONE SCREAM WHEN THEY HIT A BUTTON? WHY THOUGH? p<00.5...? Kahn. D. et al. (2013) User Researcher REBECCA NOLAN BSc Hons

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WW WW

OVERCOMING PSYCHOLOGICAL BIASES TO FOSTER EMPATHY

REBECCA NOLAN

@teatoUX

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HAVE YOU EVER HEARD SOMEONE SCREAM WHEN THEY HIT A BUTTON?

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WHY THOUGH?

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p<00.5...?

Kahn. D. et al. (2013)

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User Researcher BSc Hons Applied Psychology

REBECCA NOLAN

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Agenda

RESEARCH

How to do research to account for bias, and do research to foster empathy in a product

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EMPATHY

Defining what empathy is and why it’s important

PSYCHOLOGY

Why is it important to know? Cognition, cognitive biases, and emotions

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Image byhttp://www.ineditacursos.com.br/cerebro-criativo/

COGNITION

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FALSE CONSENSUS EFFECT

Image by Photo by Fancycrave on Unsplash

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EMPATHY

Image by http://www.keypersonofinfluence.com/the-strength-of-empathy/

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EMPATHY SYMPATHY

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I feel your sadness about your pizza being eaten. I’m sorry you’re sad over the pizza situation.

EMPATHY SYMPATHY

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EMPATHY IS DERIVED FROM, OR ENHANCED BY, KNOWLEDGE

Image by https://www.socialcapitalresearch.com

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EMOTION

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EMPATHY GAP

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FALSE CONSENSUS EFFECT

Image by Photo by Fancycrave on Unsplash

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AVAILABILITY HEURISTIC

1

False Consensus

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CONFIRMATION BIAS

2

False Consensus

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SELF ESTEEM

3

False Consensus

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WORSE IN ‘HIGH-RISK’ SITUATION

False Consensus Effect

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Case Study

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“I ASKED MY GIRLFRIEND, AND SHE DOESN’T LIKE THE MENU. I AGREE WITH HER, WE SHOULD CHANGE IT”

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Example

Source: https://www.papajohns.co.uk/blog/uks-10-popular-pizza-toppings/

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Example

1. Mushrooms
2. Onions
3. Ham

Source: https://www.papajohns.co.uk/blog/uks-10-popular-pizza-toppings/

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Emotion

EVERYDAY PRODUCTS CAN MAKE PEOPLE VERY EMOTIONAL

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Emotion

EVERYDAY PRODUCTS CAN MAKE PEOPLE VERY EMOTIONAL

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“I’VE SEEN PEOPLE SCREAM HITTING THAT BUTTON”

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OVERCOMING BIASES

Can we overcome biases?

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Can we overcome biases?

THE DRESS

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Can we overcome biases?

THE DRESS

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USER RESEARCH TO OVERCOME ACCOUNT FOR BIASES

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What not to do

DON’T DO RESEARCH IN ISOLATION

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Lean UX

BEGIN RESEARCH AS EARLY AS POSSIBLE

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What not to do

DON’T SEEK TO VALIDATE ASSUMPTIONS

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Lean UX

DON’T GO ALONE

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Functions of User Research BEFORE A PROJECT STARTS DURING A PROJECT AFTER A PROJECT

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What not to do

DON’T LIMIT YOUR SAMPLE

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What not to do

DON’T CHOOSE YOUR METHOD BEFORE KNOWING YOUR OBJECTIVES & QUESTIONS

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What not to do

DON’T BIAS THE FINDINGS

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What not to do

DON’T WAIT TO DO RESEARCH

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USER RESEARCH CAN CAUSE DISRUPTION

A very shocked developer after witnessing user testing

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Lean UX IDENTIFY ASSUMPTIONS & QUESTIONS DECIDE METHODS RESEARCH RESULTS

EMPATHY

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EMPATHY ALLOWS UNDERSTANDING NOT ONLY OF OTHERS’ BELIEFS, VALUES, AND IDEAS BUT ALSO THE SIGNIFICANCE THAT THEIR SITUATION HAS FOR THEM AND THEIR ASSOCIATED FEELINGS” “

Rogers, 1951

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HUMANS ARE BIASED. YES, YOU. 1

Takeaways

2 BIAS IS A BLOCKER TO EMPATHY EMPATHISING RESULTS IN A BETTER PRODUCT 3 4 USER RESEARCH CAN ENHANCE/ DEVELOP EMPATHY

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Takeaways

IT’S UP TO YOU.

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Rebecca Nolan

ANY QUESTIONS?

rebecca.nolan@live.ie

THANK YOU

@teatoUX