Minimising bias in Design Research

1. Minimising bias in Design Research Martin Hicks April 2019

2. Design is not just what it looks like and feels like. Design is how it works– Steve Jobs

3. Design Research is human-centred research, specifically undertaken to support the design and development of products and services

4. Why Design Research? To create designs that are relevant for consumers of products and services To create designs that are easy and pleasurable to use To understand the return on investment (ROI) of UX design

6. What people do matters more than what they say “What’s most important to you when buying jeans?” versus “Tell me about the last pair of jeans you bought…”

7. The Framing Effect “What did you like most/least while using this product?” versus “Can you describe the last time you used it?” or “How do you feel when you use this product?”

8. Confirmation bias Culture bias Researcher bias Question order Leading questions Halo effect

9. Acquiescence bias Social desirability bias Respondent bias Habituation Sponsor bias

10. Ways of tackling bias - The power of co-creation… Having consumers in the room will likely challenge your assumptions or at least correct some of the biases your internal team may have. The process can save time and money.

11. Design Research is a team sport Share stuff! Get into a Design Research Guild (aka Design Research community of practice)

12. Recommended reading

13. Thank you martin.hicks@lloydsbanking.com