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Behavioral Science

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A case study: Uncover the user’s world with systems thinking

  • Behavioral Science, Customer Experience, Empathy, Usability, UX Education, UX Magazine

The power of secondary research series, II. Secondary research reveals the world in which our current or future users live. Without having a clear view on this system one can end up solving the wrong problems.

Article by Xenia Avezov
IDEAS IN BRIEF
A case study: Uncover the user’s world with systems thinking
  • Systems thinking can help scope a secondary research for both scale and depth using a health-tech case study.
  • If UX people don’t have a clear view in this system, they might end up with a shallow understanding of user challenges that can lead us to solving the wrong problems.
  • Xenia Avezov, User researcher & Insight Leader, gives a few examples of applying systems thinking to the case study:
    • System 1: The health care system
    • System 2: The patient’s system biology
  • It’s essential to be able to find the right product goal that depends not only on your knowledge of patients’ attitudes and behaviors but also on a clear view of the worlds that affect your users.
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Stop Being Customer-Centric

  • Behavioral Science, Customer Experience, Design, Usability, UX Education, UX Magazine

The massive success of companies like Apple has helped to propel designers into the boardroom. Today we have that seat, and we have a voice. Yet we are not using it properly.

Article by Sebastian Mueller
IDEAS IN BRIEF
Stop Being Customer-Centric
  • Designers used to have an honest ambition to make a meaningful difference in people’s lives but, sadly, design has taken a wrong turn.
  • The toolkit of Design Thinking seeks to find a union between:
    • Desirability – what customers want
    • Feasibility – what can be done with current technology
    • Viability – what adds value to the business
  • To design in this century means to be cognisant of all the problems, to have all the information, and to make deliberate choices in that context.
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What Can UX Designers Learn From The Uniquely Japanese Concept of Omotenashi?

  • Behavioral Science, Customer Experience, Design, Design Theory, Usability, UX Education, UX Magazine

Advocating empathetic design by anticipating user needs, taking pride in fulfilling them and sharing the knowledge

Article by Chris Kernaghan
IDEAS IN BRIEF
What Can UX Designers Learn From The Uniquely Japanese Concept of Omotenashi?
  • Japanese unique approach to creativity might be applied to understanding of design as a new way of thinking.
  • “Omotenashi” is about anticipating the needs of guests which may not be communicated in an obvious way.
  • UX Designers certainly aspire to the principles of “omotenashi” that can be applied to user-centered design and might even work in the context of an agile startup, or corporate behemoth.
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Designing For Sustainability — Why Is It So Hard?

  • Behavioral Science, Customer Experience, Usability, UX Education, UX Magazine

“The capitalist model is now so efficient, it’s eating away at the burning platform on which we all so delicately balance”

Article by Anton Schubert
IDEAS IN BRIEF
Designing For Sustainability — Why Is It So Hard?
  • It is not an easy matter be a sustainability designer because it goes against everything people have been taught as product/service designers and everything other people in business perceive the design role to be.
  • Anton Schubert, a sustainable Business Designer and Good Growth & Planet Centric Design Founder, categorised the main barriers on becoming a sustainable designer into 4 C’s:
    • Capitalism
    • Consumerism
    • Consumption
    • Corruption
  • The sustainability transition is a journey and design as a methodology and way of working is a great way to help people navigate.
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How I Use UX Research in Speech Therapy

  • Behavioral Science, Customer Experience, Design, Usability, UX Education, UX Magazine

There are numerous qualitative methods with students as users. Finding the right AAC system and implementing it effectively is essential to give every student access to communication.

Article by Kate Paolini
IDEAS IN BRIEF
How I Use UX Research in Speech Therapy
  • Kate Paolini, UX Researcher, and Speech-Language Pathologist digs deeper into how her students using augmentative and alternative communication (AAC) can benefit from a UX research approach.
  • Communication is much more than speech; therefore, finding the right AAC system and implementing it effectively is essential to give every student access to communication.
  • Kate Paolini conducted the research with the help of the following methods:
    • Buy-In & Initial Methods
    • Designing the AAC System for the User
    • Access & Education
    • Observations & Data Tracking
    • Heuristic Evaluation
    • Assess, Adapt, Repeat
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AI is getting better and better — at being biased.

  • Artificial Intelligence, Behavioral Science, Defining AI, Design, Design Theory, Empathy, Usability, UX Education, UX Magazine

Historically, the values of gender-caste-based minority have been systematically excluded from even being tallied, resulting in gender-biased or gender-invisible prior statistics.

Article by Paula Stenholm
IDEAS IN BRIEF
AI is getting better and better — at being biased.
  • The values of gender-caste-based minority have been systematically excluded from even being tallied, resulting in gender-biased or gender-invisible prior statistics.
  • Data scientists have said that there are two main ways that AI perpetuates gender bias: one is caused by Algorithmic and design flaws and the other is the reinforcement of gender stereotypes through new digital products that project a technological gender.
  • Paula Stenholm, a user experience designer at Ellos Group, gives a lot of reasons why datasets are skewed:
    • Real world patterns of health inequality and discrimination
    • Discriminatory data
    • Application injustices
    • Biased AI design and deployment practices
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