Find out what happens on the day
20th June 2019
Sign in, teas & coffee 09.00 - 09.50
Opening introductions 09.50 - 10.10
Persuasive Design: Designing for Behavioural Change
Lead User Researcher - Greater London Authority
Cognitive UX Design: Engineering Behaviour Change
Professor - University Of Brighton
The future of UX research and how to stop it
User Experience Strategist
Break 11.40 - 12.10
The Psychology of Change Aversion
UX Lead - YouTube
The Psychology of Choice
Founder / Research & UX Expert - Keep It Usable
Lunch 13.10 - 14.10
Personas across Cultures: The Next Billion Users
User Experience Consultant - Personas Technology
Behavioural research bloopers and how to avoid them
Through the Looking Glass (and what we found there…)
User Experience Consultant
Break 15.40 - 16.10
What the Behaviorists can teach us about Artificial Intelligence
UX Director - Google
Persuasive Design: Designing for Behavioural Change10:10 - 10:40 Dr. Nick Fine
Whether you are a user researcher, UX designer, service designer, digital marketer or product manager, influencing behaviour is the important, some say critical, method in our research and design lives. Persuasive design is prevalent throughout eCommerce, digital marketing and public health, and is also commonly found in human resources and organisational management functions. However, there is a lot of misinformation relating to persuasive design and even more poor executions of the principles. Overuse, or misuse, usually has the opposite effect on the intention, so understanding when and how to apply persuasive design is critically important to success.
In this talk, you will learn the various principles behind the science of persuasion and more importantly, case studies and examples of how to apply them in your daily project work. This is not a case of “if you build it they will come” - and this is not a playbook of fire and forget methods. This is an entire toolbox of persuasive techniques and methods that you can adapt to the needs of your projects and the various users/personas who will be using them. By applying these principles appropriately and executing them well, you will be able to gently influence your users and change their buying behaviours and attitudes, resulting in increased conversion, reduced churn and many other desirable KPIs being met.
Cognitive UX Design: Engineering Behaviour Change10:40 - 11:10 Prof. Karen Cham
Cognitive Computing’ describes a computer system based upon cognitive models to mimic human thought processes. They often include machine learning, deep learning, neural networks, NLP and/or sentiment analysis. Cognitive UXD is designing User Experiences that account for, integrate and co-evolve cognitive states, and the models themselves, in a human-machine singularity. Hear how over the last 8 years, Prof Karen Cham has used Cognitive UXD to nudge neural plasticities e.g. intervene in smoking addiction; engineer critical thinking and provided mental health monitoring. Finally, understand what this method enables for behavioural design in 5G products and services.
The future of UX research and how to stop it11:10 - 11:40 Dr. David Travis
Take a time machine back 20 years and examine the landscape of UX research methods. You’ll discover that most research was in-depth, with small samples. Researchers and participants met face to face.
Today’s UX research landscape is very different. First, Scrum teams want research methods that match the cadence of development sprints. This can lead UX researchers to over-index on remote methods and rarely meet participants face to face. Second, stakeholders want numbers they can track over time. This can lead UX researchers to favour large sample, quantitative studies.
UX researchers have gone with the flow, not questioning if this move towards quantitative, remote, unmoderated research is for the better or for the worse.
Although there’s a lot to like about these methods they come with a price tag. Compare hearing a football score with watching the game. Failing to understand the “why” behind the results means development teams can get locked into sub-optimal designs (the “local maxima” problem). More importantly, an absence of understanding leads to an empathy bypass, causing development teams to stray into dubious ethical territory.
In this talk, I’ll provide a peek at a dystopian future where UX researchers are marginalised by new forms of automated data and insight generation. Then I’ll discuss an alternative future where these different research methods multiply their value by feeding off each other.
The Psychology of Change Aversion12:10 - 12:40 Dr. Robert Youmans
Change aversion, defined as a state of discomfort and anxiety when something familiar is replaced with something unfamiliar, is a frequent challenge in software development. In this talk, I outline some of the psychological mechanisms that create change aversion, ending with strategies for avoiding or overcoming challenges related to change in product development.
The Psychology of Choice12:40 - 13:10 Lisa Ortega MSc
Choice. Is it good or bad? Choice makes decisions easier because with more choice you’re more likely to find the best option, aren’t you? The internet has made decision making much easier, hasn’t it? We all hold common beliefs about choice but which of these are myths and which are true? We’ll take a look at how choice affects our decisions, how it makes us feel, whether it’s good or bad, and whether it’s possible to intentionally design choices to change behaviour for the good of everyone. Are you ready to change the world?
Personas across Cultures: The Next Billion Users14:10 - 14:40 Daniel G. Cabrero
What do you hang on to when your organisation / team intend to carry out research across cultures you may not know much about? This talk provides experiential insights on what to do in such situations, what methods and tools one shouldn’t use and which ones may be used to elicit genuine user requirements. This talk is not about silver bullets but about uncomplicated proposals for efficient and true engagements in designing products and services for cultures beyond one’s own.
Behavioural research bloopers and how to avoid them14:40 - 15:10 Dr. Jon Dodd
I meet a lot of clients who have a desire to be ‘user centric’ or ‘customer focussed’ – many also claim to be that already. Some have no research whatsoever and are swimming in assumption, drowning in debate or at the mercy of the Hippos or ‘seagull’ managers – worse still some have lots of what they call ‘customer insight’ but when examined it is not fit for purpose, or they think it is easy to do this kind of stuff and do it poorly. In this short talk I’ll present some of the major issues with much research, discuss a useful framework for planning a research program, and share some lessons learned from bloopers and issues from carrying out research at the sharp end.
Through the Looking Glass (and what we found there…)15:10 - 15:40 David Hawdale
When Alice went through the Looking Glass she found a world where up was down, where logic didn’t work and where the world wasn't quite what she expected.
And that’s a bit like our psychology, with its biases and assumptions and beliefs that often come as a surprise to us, even though they belong to us.
So I want to take you on a trip through the Looking Glass, with Alice and friends, to see what we can find …
Business Leader Panel16:00 - 16:45 Ricky Knox Panel Member To Be Confirmed Panel Member To Be Confirmed
Talk synopsis coming soon
Design Leader Panel16:45 - 17:30 Panel Member To Be Confirmed Panel Member To Be Confirmed Panel Member To Be Confirmed
Talk synopsis coming soon
UX Director - Google16:10 - 16.50 Dr. Ricardo Prada
Roughly every half century, psychology experiences an upheaval, from the formation of the field to the Behaviorist and Cognitive revolutions and our current Replication Crisis. In this talk, Ricardo Prada muses about the connections between this history and the current revolution in computer science, focusing on the role applied behavior and design researchers might play. Don't worry, he'll add a joke or two in there.