If you are talking with customers and users, you could accidentally be tainting the customer insights you bring back because of cognitive biases and psychological effects. Informed business and design decisions need accurate customer insight to feed design intuition. However, it’s not as simple as “talk with customers”. If you’re not conscious of biases and effects, your interactions could lead to false information and misleading conclusions. Design and business decisions made on this contaminated information increase product development costs and could result in lost revenue. Having confidence in the wrong information defeats the whole purpose of connecting with customers and users, and it might be worse than not talking to them at all.
In this humorous awareness talk you’ll learn the most common biases and effects to look out for when connecting with customers and users. Identifying them, and preparing to avoid and mitigate them, will help you have a more successful project. How you gather information makes a difference.
Darren Kall is the senior director of UX at Sophos. Before Sophos, Darren was cofounder of Specific Clarity, and worked at Microsoft, AT&T Bell Laboratories, Lucent Technologies, LexisNexis, and IBM. He was a US representative to the standards body of the UN’s agency for information and communication technologies. He has degrees from Dartmouth College and Rutgers College. He holds 11 US patents, 6 international patents, and has 172 patent citations. Darren is based in Dayton, OH, and when he isn't creating better UX, he is a husband, a dad, a beekeeper, a sculptor, and a painter.
7pm - Doors open (join us for drinks and meet friendly peers)
7.30pm - Talk starts
8.30/9pm - End