The UXR Conference

As a young flourishing creative, I am always searching for ways to diversify myself in the world of design and user experience. I am a massive advocate for professional development and lifelong learning so I am so grateful that I work for a company that supports and fosters growth.

This weekend I had the opportunity to attend the UX research Conference right here in Toronto. I was able to join leading research and product leaders for a one day conference about how to build and grow my research practice.

Here were my main takeaways from the event:

Different Research Methods

What is the science of human interaction with technology and machine learning? A/B testing is one of the most popular research methods used in product design, but it’s not always the best tool for deeper learning. Sam Ladner, (Adjunct Professor at OCADU) spoke about the tension between A/B testing and Ethnographic and Generative Research. She gave advice on how to identify when A/B testing is working when it isn’t, and why we’re so drawn to it even when it’s not a great fit for the problem we’re solving. The right kind of a/b test is tiny and specific. Therefore, your results will also be tiny and specific. As a researcher, you must have the drive to understand and never lose sight of the big picture/basic science. Basic science IS generative and ethnographic.

Moving Beyond A/B Testing

-What phase are you in?

-Early phase means early questions

-What don’t you know?

-Is your change big or tiny?

There’s a lot of ways we can get from point a to point b. We have to learn as much as we can and from that knowledge, we can create our own path on the road to answers.

The UX Research Community

The UX Research Community is a wonderful, welcoming and supportive place. During Aryel Cianflone’s fireside chat (Founder at Mixed Methods/UX Researcher at Linkedin), she pointed out that whether you are an old researcher or new researcher, everyone has a voice, a different perspective and the right to speak up.

Sharing your experiences, owning your successes, and continuously working towards your goals to advocate for UX research & mixed methods enriches your professional development. And remember that empathy drives the profession: not only in your work but how you communicate with your peers & mentors.

People that work in tech tend to stay in their own bubble. Be close to the community that you’re trying to serve. Spend time with your non-customers. ALWAYS consider inbound support for fresh eyes, support tickets, and forums. You MUST extend your research beyond your clientele in order to expand and grow.

UX & Ethics — Conducting Research

As researchers, we spend our time analyzing the way other people live and work — but how often do we take the time to look in the mirror at our own approach? Vivianne Castillo, a former trauma councilor explored the role of shame in UX research, helping us think through power dynamics and the ethical implications of our work.

Common responses to shame

Move Against — Attack Others or Attack Themselves

Move Away — Withdrawal or Avoidance

Move Towards — Pleasing Others or Perfectionism

Castillo prompted us to reflect and think about ways to improve our craft:

Shame can only be cured by perspective, vulnerability & empathy. Get personal. Show someone that they are not alone at that moment. UX research as a field suffers from a deep sense of empathy. Pride is an occupational hazard in UX.

UX & Ethics — Responsible Design

With great power comes great responsibility. We have the unique responsibility to shepherd our users through predetermined flows.

It is often said that Social Media is becoming problematic and addictive. The blame, however, cannot be on the users because the people building the experiences are intentionally making the products more addictive.

People that work with CRM software have the power to enable buying and buying behaviour. This could lead to impulse purchases or secure, informed purchases. Peripheral technology exists where you can “check out” and make purchases anywhere: Instagram, Alexa, youtube video placements, etc. Our attention is no longer on a single experience. With that said, how do you turn the stressful experience of a checkout into a calm and intuitive process for a buyer?

Though information architecture, users can easily be persuaded.

We always need to consider how we arrange information.

A Designated UX Role?

There are benefits to having designated UX researchers in a company so long as there is strong communication and systems in place to bring the raw data to the designers and engineers. For example, at Shopify, UX Researchers are paired with product managers and closely collaborate at every stage of work: from building strategic direction to using research to build KPIs and product briefs.

However, to some companies, a designated UX research is a luxury and they may not have resources to for a specific role. Regardless of if the role exists or not, the panelists agreed that no matter what, we need ongoing research as a function to ensure an organizations success.

How to Improve?

Build a research roadmap, starting with foundational research. Admit to your blind spots and evaluate your assumptions. Be systematic. Journal detailed accounts of all aspects of everything! Think deeply, and always remain objectively curious.

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