designing with empathy: how user research can help you make better products

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  1. 1. Designing with Empathy Katie McCurdy @katiemccurdy How user research can help you make better products
  2. 2. UX designer + researcher hailing from the mitten
  3. 3. Open mHealth: making better use of digital health data
  4. 4. Notabli: organize, curate, & privately share childhood
  5. 5. Im a stalky tiger research person
  6. 6. I pounce when the time is right Yo, lets do our research. Lets validate.
  7. 7. Do we really understand the people were designing for?
  8. 8. Are we sure were solving the right problem?
  9. 9. If I had asked people what they wanted, they would have said faster horses. https://www.ickr.com/photos/theequinest/4395127963/
  10. 10. If I had asked people what they wanted, they would have said faster horses. https://www.ickr.com/photos/theequinest/4395127963/ If Id asked people what they wanted, they would have said a faster horse.
  11. 11. If I had asked people what they wanted, they would have said faster horses. https://www.ickr.com/photos/theequinest/4395127963/ - Henry Ford never said this. If Id asked people what they wanted, they would have said a faster horse.
  12. 12. If I had asked people what they wanted, they would have said faster horses. https://www.ickr.com/photos/theequinest/4395127963/ If Id asked people what they wanted, they would have said a faster horse. - But other people will. You gotta be ready.
  13. 13. If I had asked people what they wanted, they would have said faster horses. https://www.ickr.com/photos/theequinest/4395127963/ How do you respond?
  14. 14. We dont 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.
  15. 15. Intuitive Logical Easy I understand it I know how to use it USABILITY TESTING HEURISTIC ANALYSIS
  16. 16. Compelling Fun It understands me Pleasing I must have it INTERVIEWS & OBSERVATION PARTICIPATORY DESIGN
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Empathy helps you optimize: Form factor Feature prioritization Tone & voice Color palette & visual style Marketing messaging and so much more
  21. 21. 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/
  22. 22. 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/
  23. 23. 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/
  24. 24. Understanding users is like brushing your teeth
  25. 25. If you dont do it, you feel gross
  26. 26. How do we build empathy?
  27. 27. Interviews & observation
  28. 28. 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
  29. 29. Insight: finding out the parts of patients stories
  30. 30. Action: account for those parts in patient storytelling app
  31. 31. Participatory design
  32. 32. 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/
  33. 33. Example: ask patients to draw their symptoms on a body
  34. 34. Insight: patients used shape to indicate sensation quality
  35. 35. Action: incorporate shapes into symptom tracking app
  36. 36. Synthesizing & visualizing ndings
  37. 37. Synthesize: uncover themes through affinity diagramming
  38. 38. Model & visualize findings
  39. 39. 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, OH Single Hospitalized for 3 months after emergency surgery Crohn's Disease Diagnosis 10 years Help me gain a voice, be more condent 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 Guided Accomplished 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 Collaboration Understanding
  40. 40. Usability testing
  41. 41. 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
  42. 42. Insight: realizing our red had to go Red is a guilt color for diabetics
  43. 43. Insight: But how much does it cost??!! This line helped!
  44. 44. Case Studies!
  45. 45. Linq at Open mHealth
  46. 46. 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
  47. 47. Using the Double Diamond model to plan
  48. 48. User interviews (knowledge gap: cardiovascular patients)
  49. 49. Findings brief
  50. 50. Personas
  51. 51. Design principles
  52. 52. Insight: Doctor-patient relationship was extremely important
  53. 53. Design idea: connect doctor and patient in the interface
  54. 54. Insight: Patients love having access to their doctor
  55. 55. Product decision: Include asynchronous messaging
  56. 56. Insight: Patients put their meds out where they can see them
  57. 57. Design idea: reminder cards to help people keep tracking
  58. 58. Testing patient app prototypes (Flinto) Get a better image of this.
  59. 59. Testing web app prototypes (UXpin)
  60. 60. Helped us get to a better summary overview
  61. 61. Be a champion
  62. 62. 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
  63. 63. Be a watchful tiger
  64. 64. Stay hygienic
  65. 65. Thanks for your time! Katie McCurdy @katiemccurdy