Date post: | 19-Aug-2015 |
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Designing with Empathy
Katie McCurdy • @katiemccurdy
How user research can help you make better products
“If I had asked people what they wanted, they would have said faster horses.”
https://www.flickr.com/photos/theequinest/4395127963/
“If I had asked people what they wanted, they would have said faster horses.”
https://www.flickr.com/photos/theequinest/4395127963/
‘If I’d asked people what they wanted, they
would have said a faster horse.”
“If I had asked people what they wanted, they would have said faster horses.”
https://www.flickr.com/photos/theequinest/4395127963/
- Henry Ford never said this.
‘If I’d asked people what they wanted, they
would have said a faster horse.”
“If I had asked people what they wanted, they would have said faster horses.”
https://www.flickr.com/photos/theequinest/4395127963/
‘If I’d asked people what they wanted, they
would have said a faster horse.”
- But other people will. You gotta be ready.
“If I had asked people what they wanted, they would have said faster horses.”
https://www.flickr.com/photos/theequinest/4395127963/
How do you respond?
We don’t ask people what they want. We work to understand their fears, needs,
contexts, problems, and emotions.
That helps us solve the right problem in the most compelling way possible.
Compelling
Fun
It understands me
Pleasing
I must have it
INTERVIEWS & OBSERVATION PARTICIPATORY DESIGN
Intuitive Compelling
Logical
Easy Fun
It understands me
Pleasing
I understand it
I know how to use it I must have it
USABILITY TESTING HEURISTIC ANALYSIS
INTERVIEWS & OBSERVATION PARTICIPATORY DESIGN
Intuitive Compelling
Logical
Easy Fun
It understands me
Pleasing
I understand it
I know how to use it I must have it
USABILITY TESTING HEURISTIC ANALYSIS
INTERVIEWS & OBSERVATION PARTICIPATORY DESIGN
It understands me
I must have it
Intuitive Compelling
Logical
Easy Fun
It understands me
Pleasing
I understand it
I know how to use it I must have it
USABILITY TESTING HEURISTIC ANALYSIS
INTERVIEWS & OBSERVATION PARTICIPATORY DESIGN
It understands me
I must have it
We get here through empathy
Empathy helps you optimize:
Form factor
Feature prioritization
Tone & voice
Color palette & visual style
Marketing messaging
…and so much more
Research saves you time and money
An estimated 50% of engineering time is spent on doing rework that could have been avoided.
http://www.usertesting.com/blog/2015/01/06/invest-in-ux/
Research saves you time and money
Fixing an ‘error’ after development is up to 100 times as expensive as it would have been before.
http://www.usertesting.com/blog/2015/01/06/invest-in-ux/
Research saves you time and money
A little up-front UX research can save you hundreds of engineering hours and thousands of dollars.
http://www.usertesting.com/blog/2015/01/06/invest-in-ux/
Interviews & Observation > How it works
What: Set up time to talk with representative users, ideally in their environment. Or, simply observe them.
Purpose: Understand their context, problems, mental models, values, motivations; find differences in what people say and how they act.
Learn more: Observing the User Experience by Mike Kuniavsky
Participatory design > How it works
What: Early in the design process: bring your end users into the design process, usually in a workshop format.
Purpose: Uncover mental models, research emotionally charged subject matter or things that are hard to describe.
Learn more: I pulled some info together at katiemccurdy.com/participatory-design/
Visualize & empathize: personas
Rick Browning, Passive Patient
It's hard to navigate the system. I try to do what they tell me, but everything feels so disorganized. I don't feel like I have a voice."
26 year-old designer in Dayton, OHSingleHospitalized for 3 months after emergency surgery
Crohn's Disease
Diagnosis 10 years
⁃ Help me gain a voice, be more confident⁃ Help the doctors believe & trust me⁃ Feel like I'm being guided to help improve
my treatment⁃ Organize info for myself and my support
network⁃ Make it easier to tell my story⁃ Communicate my symptoms better
Needs⁃ Guide me so it feels easy⁃ A virtual 'medical bracelet' that would help
communicate the high level warnings and facts
⁃ New ways of showing how I feel⁃ Share with patients and see stories like
mine⁃ Make my story mobile and portable⁃ Help me keep track of all this information
Opportunities
Empowered
In controlArticulate
Coached
Creative
GuidedAccomplished
In my years I have had Crohn's, I've had a few life-or-death situations. The symptoms get stronger and stronger, and suddenly you're in the hospital for days or weeks. I've had a number of surgeries. I have depended on my healthcare team and my mom to help me recover; when I'm sick, I don't always have the energy to stay organized. I have to trust that the experts know what is best for me. There are also times when I just don't want to deal with having Crohn's; I just want to get my old life back.
There have been a bunch of times when I felt like the staff wasn't communicating, and I don't know if there is anything I can do about that. One time I was in the hospital for another surgery and they wanted to put in a main line. I told the nurses that I couldn't have one, because I have gotten bad infections in the past from that; when I got out of surgery, what do you know, I had a main line IV. It got infected, just like before. I almost died, just because either they didn't listen to me or the message got lost in the system.
Approach
⁃ I try to explain how I'm different from other crohn's patients when I see a new doctor, but they don't always listen
⁃ I don't feel like I have enough information to be helpful.
⁃ Being in the hospital for so long, I get very lonely and bored
⁃ I don't feel my treatment takes into account my whole person, but I don't know what to do about it.
⁃ Medical staff don't believe me if they can't see it
Pain pointsBehaviors & mindset⁃ Let others handle it ⁃ Trust that the doctors know what's best⁃ Keep up with my medication & treatments⁃ In denial a little bit - just want to be normal
Passive Proactive
Disorganized Organized
Help me feel:
Ownership
CollaborationUnderstanding
Usability testing > How it works
What: Anytime in design process, test prototype or product with representative users. Can be cheap & fast!
Purpose: Find out if your product is usable, if it resonates, if it makes sense, is enjoyable, and more.
Learn more: Observing the User Experience, usertesting.com
Challenge
Create a way for clinicians to “prescribe” health data tracking and for clinicians and patients to view and
understand the resulting data.
Research activities:
• Interviews with doctors + patients • Distillation + modeling findings • Personas • Usability testing
Tell stories (ones with concrete ROI are especially good)
Our conversion rate increased by 45% when we updated our copy so that it addressed our users’ #1 anxiety point