Who's not in the room? Build better products by engaging hard-to-reach users
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As technologists, one of the hardest things to remember is that we’re not our users and our assumptions can easily extend into our work. If we aren’t careful, we can easily end up designing products based on our assumptions and biases rather than insights from the actual audience. If we want to build better products, we need to include our target audience in the creation process and listen to their feedback every step of the way. In this talk, I’ll share what my team and I learned from a project where we worked directly with teens experiencing various forms of bullying. You’ll learn what types of biases to watch out for, how to challenge your own assumptions, how to engage hard-to-reach audiences, and how the user-driven insights we gained uncovered the struggles unique to their community and informed our design decisions and product iterations. Even if you’re new to UX design, this talk will help you create solutions that will ultimately be valuable for all humans.
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Who's not in the room? Build better products by engaging hard-to-reach users
- 1. @aribajahan Build better products by engaging hard-to-reach users Ariba Jahan Director of Innovation The Ad Council @aribajahan Who’s not in the room?
- 2. @aribajahan
- 3. @aribajahan Four ways to challenge your assumptions @aribajahan
- 4. @aribajahan Build better & more impactful products for your audience @aribajahan
- 5. @aribajahan Map assumptions Test multiple hypotheses Co-create Be relentless
- 6. Client name here 6 WILDFIRE PREVENTION BULLYING VOTING GUN SAFETY BREAST CANCER LOVE HAS NO LABELS GIRLS IN STEM
- 9. @aribajahan Teen Bullying Prevention Target: 13-17 years old, “good eggs” DIGITAL PROTOTYPE PROJECT How might we influence teens to reduce peer mistreatment and empower one another by building and perpetuating a more empathetic, supportive, and inclusive culture? @aribajahan
- 11. @aribajahan
- 12. @aribajahan We felt confident in our direction. @aribajahan
- 13. @aribajahan 1. We need to help teens successfully recognize the impact of their actions.
- 14. @aribajahan 2. We should double down on social media.
- 15. @aribajahan 3. Leverage the rise of CGI influencer.
- 16. @aribajahan Five promising ideas Adventure TimeName It to Tame It Influencer & Polls #ChangeYourStoryMillion Acts of Impact
- 18. @aribajahan We made assumptions We need to help teens successfully recognize the impact of their actions. We should double down on social media. We should leverage the rise of CGI influencer.
- 19. @aribajahan
- 20. @aribajahan They are self aware. They actually need a safe space to express their feelings.
- 21. @aribajahan FINSTA authentic They value privacy & authenticity. of Gen Z are concerned that social media is too public and that their posts could come back to haunt them. 60% RINSTA curated
- 22. @aribajahan They want someone relatable & funny.
- 23. @aribajahan Our assumptions were checked. @aribajahan
- 25. @aribajahan An assumption is a belief we accept to be true without any evidence. @aribajahan
- 26. @aribajahan We all make assumptions. @aribajahan
- 27. @aribajahan Mental shortcuts help us Make sense of large amounts of information Determine what’s important to remember or recall Create explanations or meaning when there’s not enough context Act quickly
- 29. @aribajahan We make judgments and impressions by relying only on the information made available to us. 91% 9 hrs Mental Shortcut
- 30. @aribajahan , 91% 9 hrs Mental Shortcut Does that entire 91% group do all the same things? What are the various ways they engage on social media? Who makes up this 91% group? Who’s not in it? So what? How do they spend the 9 hours?
- 31. @aribajahan We are drawn to details that confirm our own existing beliefs. Mental Shortcut
- 32. @aribajahan Mental Shortcut We are drawn to details that confirm our own existing beliefs.
- 33. @aribajahan When our mental shortcuts come into our work, they can get in the way of making products that are right for our audience. @aribajahan
- 34. @aribajahan Map assumptions Test multiple hypotheses co-create Be relentless
- 35. @aribajahan Map assumptions Actively uncover critical uncertainties, unknowns and blind spots about our audience, challenge and solutions we are exploring.
- 36. @aribajahan @aribajahan Who is our audience: language, lifestyle, joys, priorities, pain points, & use of tech ? What do we believe to be true about teen mistreatment? How does mistreatment show up & how do they solve it? Is this a challenge teens need solved? What else don’t we know? Who haven’t we heard from? Assumptions & unknowns
- 37. @aribajahan Prioritize & explore Known Unknown Very Important Not that important
- 38. @aribajahan
- 39. @aribajahan Map assumptions Test multiple hypotheses co-create Be relentless
- 40. @aribajahan Run several experiments to explore whether or not our ideas create the desired outcome, to collect new knowledge and to uncover invisible assumptions. Test multiple hypotheses
- 41. @aribajahan 1. Create hypothesis statements 2. Identify riskiest assumptions Test multiple hypotheses
- 42. @aribajahan We believe [THIS AUDIENCE] has a challenge [DOING THIS]. We believe that [THIS SOLUTION] can help. They will do [THIS ACTION] resulting in [DESIRED OUTCOME]. Idea → Hypothesis
- 43. @aribajahan We believe that teens have a problem noticing the impact of their actions which leads them to mistreat each other. Influencer & Polls
- 44. @aribajahan We believe that a fictional CGI character whose life captures the dramatic realities of the teen experience including teachable moments where the character models kindness can help. Influencer & Polls
- 45. @aribajahan We believe that teens will follow & relate to the character causing them to reflect & adopt the modeled positive behaviors in real life.Influencer & Polls
- 46. @aribajahan Name It to Tame It Adventure Time Influencer & Polls #ChangeYour Story Million Acts of Impact What must be true in order for this idea to add value to our users? to be used? Identify riskiest assumption Identify the beliefs about our idea that if disproven, would break our idea altogether. We used mural and shared docs to document our work.
- 47. @aribajahan Influencer & Polls What must be true in order for this idea to add value to our users?
- 48. @aribajahan ● Anonymity ● Influencer-oriented; higher consumption if supported by influencers ● Prompts ● User-generated content and feedback ● Curated to demonstrate reality ● Interactive, real-time ● Juxtaposition of emotional topics -- often using humor ● Ability to express support for real-life peers ● Social media integration and dynamic Riskiest assumptions to test
- 50. @aribajahan Map assumptions Test multiple hypotheses Co-create Be relentless
- 51. @aribajahan Engaging, working with & empowering our users to generate their own ideas. Co-create
- 52. @aribajahan ● How do they perceive “bullying” today? ● What types of digital interactions do they enjoy? ● (in)validate our existing hypotheses & riskiest assumptions ● Allow our audience to craft their own solutions Co-creation with high school students
- 53. @aribajahan Problem statement: Design a digital tool that could help people be more kind, more inclusive of others, and/or help people avoid hurting someone’s feelings. Audience generated concepts
- 57. @aribajahan
- 58. @aribajahan Map assumptions Test multiple hypotheses Co-create Be relentless
- 59. @aribajahan The audience we were looking to serve was not in the room and their perspectives were crucial.
- 60. @aribajahan Are we still solving the challenge that our users need solved? What perspectives are not in the room? What other hypotheses need to be tested? Can our audience [use, access, understand, get value from] this? What are the unintended consequences of this existing in our world? What can someone with mal-intention do with this? Ask
- 62. @aribajahan Monoculture of thoughts & ideas Nurture
- 63. @aribajahan Seek perspectives unlike their own Nurture Monoculture of thoughts & ideas
- 65. @aribajahan Test multiple hypotheses w/audience Nurture Defending ideas
- 67. @aribajahan Embrace ambiguity, stay curious Nurture Right answers
- 69. @aribajahan Fear of failure Open to learning & being wrong Nurture
- 70. @aribajahan We all make assumptions. We all have cognitive biases. Our mental shortcuts are always on. @aribajahan
- 73. @aribajahan Who is our audience & how do they experience the challenge? Are we solving a compelling challenge for your audience? Whose voice hasn’t been heard? Should we tackle this challenge? Map assumptions
- 74. @aribajahan Reframe ideas into specific hypothesis statements. Test riskiest assumption & measure outcomes. Test multiple hypotheses
- 75. @aribajahan Test hypotheses with audience Audience generated ideas Test audience generated ideas with audience Insights: language, experiences, behaviors Co-create
- 76. @aribajahan Monoculture of thoughts & ideas Defending ideas Right answers Fear of failure Seek perspectives unlike your own Test multiple hypotheses w/audience Embracing ambiguity, staying curious Open to learning & being wrong Relentless teams
- 77. @aribajahan Map assumptions Test multiple hypotheses Co-create Be relentless
- 78. @aribajahan Uncover and challenge our assumptions so we can make better & more impactful products for your audience @aribajahan
- 79. @aribajahan THANK YOU Any questions? Ariba Jahan @aribajahan ariba.jahan@gmail.com Organizers & Community