We were so lucky to have the opportunity to attend the UX Summit at Chicago with speakers from Disney, NASA, Google, Amazon, and more. Check the Agenda http://bit.ly/UXSummitAgenda We want to share this great experience, some of the Insights we learn during the event, and our favorite Quotes! Enjoy!

1. UX INSIGHTS & TRENDS
#UXHighlights from the #UXSummit
Chicago 2019

2. Look the following image
for one minute
If you’ve seen this before
simply observe
What do you see?

3. 1. Young Lady?
2. Old Lady?
3. Both?

4. Observe
First we use our senses and
Perception

5. Understand
Process the information

6. Respond
Do you think we all saw the same?

7. User eXperience Research
“Research is about going
outside your own perspective,
getting informed, and becoming inspired
by the world around you.”
Xin Xin
@Spycihappy
One Medical
Designer & Researcher

8. Share your Findings
Data
Sample size = 7
• Young? 2
• Old? 1
• Both? 4
Analysis
• Young Lady: 29%
• Old Lady: 14%
• Both: 57%
What these results mean?
Recommendations or Patterns
Perception / Different answers / User eXperience or “Some” User eXperience?

9. Endless
Curiosity…
and disruption
Ⓒ Photo by rawpixel.com from Pexels
Lija Hogan
@Lijahogan
User Testing
Dr. of Strategic Research Services

10. Where are you?
With the speed of evolving products, services
and new trends identify if you are:
• Aware
• Reactive
• Optimized
• Visionary

11. Aware
“I know we need to do something, but we’re
trying to get buy-in”
Lija Hogan
In this stage you’re mentioning:
• Strategy
• Culture
• Technology
• Governance
• Measurement
(Not consistent measurement)

12. Reactive
In this stage you’re talking about:
• Working in Silos
• Find and fix
• KPIs

13. Optimized
In this stage you’re talking about:
• Programs and Procedures in place
• Each organization or team has specific tasks

14. Visionary
In this stage you’re talking about:
• Customer obsessed
• Company-wide programs and procedures in
place
• Issues addressed across the lifecycle
• Mature measure practices

15. ‘I have no special talents. I am
only passionately curious.’
— Albert Einstein

16. Now What?
You know where you are, Now what?
• Understand people using Generative Research
• “Endless CURIOSITY can drive DISRUPTION”
• Don’t Stop!

17. 5 Pillars of a CX Driven Organization
1. Strategy
2. Culture
3. Technology
4. Governance
5. Measurement

18. Build a culture of EMPATHY based on an EMPOWERING model:
‘Empower, Enable, &
Execute’
— Lija Hogan

19. Align around the ideal model
Empowered Centralized Embedded

20. Conclusions?
• Identify where are you?
• Build alignment
• Define Plan
• MAKE IT HAPPEN!
“Structural change, do it quick with
effective communication”
— Lija Hogan

21. Altruism
& Trust
Ⓒ Photo by rawpixel.com from Pexels

22. We all are part of social groups, teams,
organizations; we interact with each
other, get the job done, and pay bills.

23. User Experience is NOT
just about the company’s users
and customers, we are users too

24. ‘Altruism isn’t generally profitable
but Work hard. Be kind. Trust love.’
— Krys Blackwood
@Shodoshan
NASA
UX Designer

25. UX, empathy, listening,
understanding…:
‘Put yourself in someone’s shoes.’
— Heather Ford
@HeatherJFord
Bradley University

26. “The spectrum of empathy includes
pity, sympathy, empathy, and
compassion. Pity and sympathy
require little to no effort or
understanding, while empathy and
compassion require effort to
understand and engagement to
produce a positive change.”
Diagram from https://www.nngroup.com/articles/sympathy-vs-empathy-ux/

27. Money &
Behavior
Ⓒ Photo from Pexels

28. ‘Behavioral Change is like
sending a rocket to the space,
includes Friction and
Motivation’
— Daniel Ariely
@Danariely
Duke University

29. Friction
Free over doing nothing:
“How many of you have a
subscription that should be
canceled?”
Little things really matter!

30. Motivation
Friction is the easiest to change,
make it your friend and drive
behavior…Motivation is the fuel
for the rocket!
-Daniel Ariely
Ⓒ Photo from Pexels

31. Motivation
“How to Help Poor Informal
Workers to Save a Bit?
Evidence from a Field Experiment in Kenya"

32. Which one do you think was more
effective?
1 2 3 4 5
6 7

33. Motivation
• Hypothesis: A tangible track-keeping object; the
coin made subjects remember to save more
often.
• Results: Saving decisions involve psychological
aspects and that policy makers and product
designers should take these influences into
account

34. “When you remove Conflict of Interests,
when people feel an affinity of values
and not a transactional relationship, it
brings out the best in us all”
— @Lemonade_Inc

35. TRUST
“Do you know how many insurance
companies has a form to return money if you
find your ”lost” device?” and “How many of
you, will return it?”
— Daniel Ariely

36. Is not only
about
Storytelling,
also about
Trust
Ⓒ Photo from movies Harry Potter and Star Wars

37. Trust
A researcher should be:
1. Truthful: Relentlessly
2. Objective: Usability wins over interests
3. Trustworthy: When people don’t trust results,
they won’t trust your products either.

38. ‘When trust is broken, users
will feel manipulated’
— Kevin Schumacher
@Schubox
Disney
UX Magician

39. ‘Is difficult to trust ourselves, so it’s nearly impossible
to trust others, that’s why you need DATA’
— Kevin Schumacher
high
trust
low
trust

40. ‘The learning and knowledge
that we have is, at the most, but
little compared with that which
we are ignorant’
— Plato

41. Tips for Trust and Confidence
1. Reciprocity
2. Consistency and commitment
3. Social proof
4. Authority “Appeal good and bad only when you know”
5. Liking
6. Scarcity
7. Unity

42. Storytelling
Do you know what Harry Potter, Skywalker and
UX has in common?
“Facts tell, stories sell”
We’re all storytellers with
characters, desire, conflict, and
transformation.
— Kevin Schumacher
@Kisswaldo
Disney

43. Discovery Research Develop Implement Test Deliver
Call to
Adventure
Meeting
Mentor
Crossing
Threshold
Test, Allies,
& Enemies
Approach to the
inmost cave
The Road Block
The
resurrectio
n
Return to
elixir
Focus Synthesis Develop Ideation Prototype Implementation Testing
Product
Solution
UX Process and Storytelling

44. Resistance
to change?
Ⓒ Photo by John Drysdale

45. “Resistance, all the chaos as
a result of change”
— Krys Blackwood
@Shodoshan
NASA
UX Designer

46. UX Research
With UX processes and research we are doing a lot of
changes:
New processes RISK costs MONEY
“Do conscious research and gently
disrupt old traditions to drive
evolution and not revolution”

47. Tips during Resistance
1. Watch & Listen, show the value of research
2. Make changes that users want
3. Never be arbitrary, base decision on data
4. Engage hearts & minds, let the people deal with
processes
5. Ambassadors of research through all the company, rely
on colleagues, build trust, and evangelize
6. Be consistent and stay on target
7. Be fully transparent
8. Users love banana bread!

48. Ⓒ Photo by Vitaly Vlasov from Pexels
Shaun Archer
Google
UX Research

49. common topic
How disruptive is UX research
for conventional ways of
collecting and analyzing data

50. Marketing
Research

51. Tips from Google
1. Even though we have to be curious, always remember
to give some space to the users!
2. Empower yourself be that “Unicorn” with different skill
sets (anthropology, development, psychology, math,
etc.) that makes you unique!
3. Be responsive but not reactive by prioritizing
4. TALK and LISTEN. Break the territorial behavior from
other teams by:
○ Earning trust
○ Reinforcing collaboration

52. “Break the Wall and connect all
the skills because they all are
needed during the process”
— Schaun Archer
Google

53. Ⓒ Photo from Pexels
Brian MacEwan
Sawtooth

54. “Adapting proven market research
techniques to understand user preferences
and create data-driven development plans”
— Brian MacEwan

55. Question Efficiency
Consider best/worst answers: A (best), B, C, D (worst)
Then you know:
1. A>B
2. B>D
3. A>C
4. C>D
5. A>D
From 2 “clicks” we learn about 5 of the 6 possibilities paired
comparisons!

56. MaxDiff Scores
• Provide rank orders
• Distance between items
• Include fit/consistency scores
• Excellent for segmentation/clustering
• Total Unduplicated reach and frequency (TURF)

57. Summary
Quantitative
Methods
UX
Research

58. Breanne Abo
United Airlines
Ⓒ Photo taken from theramppeople.com.uk

59. “Speaking of diversity and inclusive
design, Accessibility is just as
important as any other traits for
segmentation”
— Breanne Abo

60. Disabilities: 27% of the users
• Design and Develop
with this in mind!
• Types of disabilities
Ⓒ Illustration from https://www.microsoft.com/design/inclusive/

61. Digital Accessibility
The ability of users with
disabilities to effectively
utilize information
technology (IT) systems:
websites, mobile or
web-based applications,
software and hardware
Ⓒ Illustration from https://www.microsoft.com/design/inclusive/

62. ”Accessibility is a journey, not a destination”
• Find your A11Y allies
• Assess your organization
• Make a plan
• Be consistent and persistent
“But most importantly, don’t be afraid to start”

63. “When UX doesn’t consider ALL
users, shouldn’t it be known as
“SOME User Experience” or…
SUX?”
— Billy Gregory, Senior Accessibility Engineer

64. References and Tools
• W3C Accessibility resources
https://www.w3.org/standards/webdesign/accessibility
• WCAG 2.1 at a glance
https://www.w3.org/WAI/standards-guidelines/wcag/glance/
• WCAG 2.1 Guidelines https://www.w3.org/TR/WCAG21/
• Digital Ally for developers https://accessibility.dev/
• Interesting articles and podcasts:
○ https://www.microsoft.com/inculture/musicxtech/x-ambassadors-boom/
○ https://time.com/5613806/2020-presidential-candidates-ada-website-acc
essibility/
○ https://99percentinvisible.org/episode/curb-cuts/
○ https://99percentinvisible.org/episode/the-universal-page/

65. Ⓒ Photo by Bruce Mars from Pexels
Sabina Altera-Hogin
Amazon

66. UX and Music 🎶
“When you are trying to identify the segment
you are targeting, there are so many genres
and ways of consumption. No one is really
alike in music.”
— Sabina Altera-Hogin

67. Survey: 5W3H Questions
• Why they listen
to music?
• Where?
• When?
• How?
• Etc…
Driven by Emotions!
2 Clusters:
Expressive: Social, talk,
share, etc.
Impressive: Needs, help,
emotions, energy, cope with
issues, etc.
Surprising Fact: Radio is the most often used device

68. Ⓒ Photo taken from Google
John Yesko
Wallgreens

69. “UX is not only for digital
channels”
— John Yesko

70. “Why customers prefer to go to
pharmacies?
‘cause some customers like to
know what they’re getting
— John Yesko

71. “With all the emerging
technologies keeping a holistic
experience throughout all the
channels is a big challenge”
— John Yesko

72. How to embrace UX?
• Build Empathy with Generative and Evaluative research
• Map the end Journey using different touchpoints: store,
web, emails, phone, etc
• Fall in love with the problem, not the solution: “Divergent
ideation before converging on answers”
• Design experiments and build prototypes with basic
materials like cardboard (cheap prototypes)
• Deployment is an opportunity, not the end of work
• Adapt your process to the specifics (Problem, stage,
availability, resources and time)

73. Why Design Thinking?
• Ensure solutions are grounded in insights NOT
assumptions
• Help guide investment in the right direction “Kill
you baby sooner than later”
• Remove misleading initiatives from the table
early
• Iteration results in higher confidence

74. Don’t forget to earn the trust from leadership
“Things will get dirty
before they get better”
— John Yesko

75. Marie Faulkner Lietz
Expedia
Ⓒ Photo Wakatobi 2019

76. “Psychological safety, or TRUST
among teammates, was the
factor that most effective
teams shared”
— Maria Faulkner Lietz

77. The Power of Asking Right questions!
• Right questions lead to right answer
• Sharing our opinions give us pleasure
• Defer judgements
• Increase Persuasion

78. Call
people,
people
Ⓒ Photo from IMDB: Movie her.
Jack Yager
@JackYager
The OCC

86. “We need to start talking about people like people, so
we start thinking of them as people, not users or
resources, to create truly human-centered designs.
Even if you call a user a persona and give it a name and
hair color and two kids and favorite sports team, it
doesn’t account for individuality or characteristics that
actually make us human.”
Jack Yager, The OCC