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 might be worse than not talking to them at all. In this 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.
6:30pm: Food, Networking
7:00 - 8:00pm: Presentation
8:00pm-8:30pm - Q&A, networking, etc.