What are the best ways to use empathy and emotional intelligence in UX research?

É importante que a organização patrocine uma cultura de experimentação. Pois, simplesmente definir o objetivo da pesquisa já pode trazer um viés e conduzir a pesquisa de maneira contaminada. Processos de product discovery e observação podem trazer suposições baseadas no dia a dia real das pessoas. Uma boa dica de linha de estudos é o conceito de Jobs to be done.

When conducting UX research, it is crucial to establish precise goals that align with the project objectives. Integrating empathy and emotional intelligence into UX research can assist us in gaining a better understanding of the user's perspective, motivations, and goals. Empathy refers to the capacity to comprehend and share the emotions of others, while emotional intelligence is the ability to identify, comprehend, and manage our own emotions and those of others.

I have always found it productive to work with Hypotheses derived out of secondary research as the basis of primary research. I believe it provides a great structure to the research phase. Not to forget, there is always a chance to pivot in the research when things are not aligning with the hypotheses.

Empathy when used as an objective technique in the process leads to solutions that innately speak of the user considerations. There 4 aspects of the market mind: 1. Emotional aspect - what is happening around the people and how is that affecting their emotional state? 2. Memory aspect - what are their associations with various artefacts, what kind of memories do they trigger? 3. Intellectual aspect - how much do they already know, what is completely new to them, how do they implement logical deductions? 4. Sense of self - where do they see themselves in the Maslows hierarchy? What are their personal goals and motivations? To create permanent association with the market, these 4 aspects needs to be consistently understood and considered.

Begin by clearly defining what you aim to understand or achieve through your UX research. This clarity helps in approaching the research with a perspective that values the users' emotional experiences. Your goals should include not just understanding how users interact with a product, but also how they feel about it. This approach is like setting up a roadmap where the destination is not just a functional product, but one that resonates emotionally with the users.

Select research methods that allow you to deeply understand the users' emotions and experiences. Techniques like user interviews, ethnographic studies, and diary studies provide rich qualitative data about how users feel and what motivates their behavior. These methods are akin to walking in the users' shoes, providing insights that go beyond mere statistics or superficial observations.

The choice of methods plays a pivotal role in infusing empathy and emotional intelligence into the research process. Methods such as interviews, surveys, observations, personas, user journeys, and empathy maps have proven effective in eliciting both quantitative and qualitative insights. For instance, conducting user interviews allows for direct exploration of emotions tied to specific experiences. The selection of methods should align with the research objectives, considering factors like the depth of information required and the accessibility of users. This thoughtful approach enhances the researcher's ability to empathize with users and gain a nuanced understanding of their perspectives and needs.

In a recent experience while conducting research, my partner and I decided to not only interview the target audience but as well as everyone surrounding the criteria. We did not only interviewed individuals in need but also those within the organization, those in charge of the supply chain, and even similar company models to better understand logistics. With all the interviews we’ve gathered, we discovered that our target audience fell under a user persona spectrum that encouraged us to provide a versatile product that was accessible for each “extreme case scenario” we had.

Choosing empathic methods in UX research, such as interviews, surveys, and empathy maps, is essential for deeply understanding user needs and perspectives. These methods, offering both quantitative and qualitative data, are valuable for generating insights and hypotheses. However, when selecting these methods, consider the information's type, scope, and depth, and the availability of your users, to ensure your approach aligns with your research goals and resources.

Ask questions that invite users to share their experiences, feelings, and aspirations. Open-ended questions encourage participants to express themselves freely and give rich qualitative data. By delving into the emotional aspects of their experiences, you uncover deep insights that guide empathic design decisions.

Uma vez aplicando uma pesquisa junto com o time designer, nos deparamos muito com tema das perguntas abertas e começamos a entender que não estamos realmente tendo empatia e se colocando no lugar do parceiro/ cliente. Com isso reformulamos toda a entrevista em "sentimento", tivemos muito mais resultado e troca para o produto do que antes.

Incorporating empathy and emotional intelligence into UX research hinges on the art of posing open-ended questions. Through my experience in the field, I've found that these questions serve as a gateway to rich, qualitative data, delving into users' stories, opinions, and emotions. Unlike closed-ended queries, open-ended questions don't prescribe specific responses, fostering a more candid and expressive dialogue.

By asking open-ended questions, you can encourage your users to share their thoughts and feelings in more detail, which can give you valuable insights into their needs and motivations. Some tips to open-ended questions are -Use neutral language to avoid biasing the respondent. -Avoid leading questions that suggest a particular answer. -Be patient and give respondents time to think and answer.

Agree, In UX research, asking open-ended questions is a powerful way to tap into empathy and emotional intelligence. These questions, which don't have predefined answers, encourage users to share their stories, opinions, and feelings. They allow researchers to delve into the reasons, motivations, and emotions behind user behaviors and preferences. For instance, rather than a simple "Do you like this feature?", questions like "How do you feel when using this feature?" or "What problem does this feature solve for you?" can yield richer, more insightful responses.

Empathy begins with listening. Practice active listening during user interactions. Pay attention not just to words, but also to tone, pauses, and non-verbal cues. This approach helps you understand the emotions behind users' responses and gives you a deeper understanding of their experiences.

It has been help to record user interviews or sessions with consent (off course!). It is very unlikely that one would actually capture everything during the course of the interaction. As humans, it is normal to be slightly distracted, having a recording of the conversation (audio/ visual) allows to dig into the insights at a later stage.

When it comes to empathetic UX research, comprehension is crucial to getting to the goal. Comprehension can be achieved by actively listening to the subject and, in turn, posing open-ended prompts to achieve reliable research outcomes. Active listening ensures that feedback, concerns, and suggestions are taken into consideration when building robust and reliable software solutions that cater to positive user experiences.

Empathy begins with observation and discovery while if possible also being immersed in the users environment beside them. Listening is vital but when we're also able to experience a part of the user's journey ourselves, we are able to appreciate far greater detail within their story then simply listening to their narrative. Also once an experience is shared, and a user feels you understand them, then often even more will unfold from that story.

In empathic UX research, it's not just about hearing their words, but truly understanding their emotions, needs, and even unspoken frustrations. By mastering this skill, you'll build trust, uncover hidden gems, and design products that resonate with your users on a deeper level.

Empathy in UX is a journey, not a destination. I believe it shouldn’t stop at initial research. Iterate with user feedback, test assumptions, and refine prototypes. Every touchpoint deepens emotional understanding and helps us observe what we learn from stakeholders, peers, and even ourselves. Reflect, refine, evolve. This continuous loop keeps empathy front & center, driving UX research that impacts and resonates. ⚡️

Remember that empathy and emotional intelligence in UX research are not just techniques but mindsets. Cultivate a team culture where empathy is valued and practiced. Encourage team members to develop their emotional intelligence skills and provide training if necessary. Additionally, be mindful of your own biases and assumptions, as these can influence how you interpret users' emotions. Finally, consider ethical implications when dealing with emotional data, ensuring respect and confidentiality for your users’ personal experiences and feelings.

My #1 piece of advice would be to put yourself in the potential user’s shoes. For me, the process is often simplified by asking myself questions in practical application like: • How will the user be accessing the product? Maybe more effort should be put into developing the mobile version of the product? • If a screen reader is needed, has accessibility testing been performed? • If any other tools are required by the user, are they compatible with the product? • What could common pitfalls be to access (for example, mental health care) when a user is in a state of emotional stress? Those are just a few examples. Ultimately, I believe the main outcome of applying empathy properly should be inclusive accessibility.

Es importante que consideres que hay variables en tus investigaciones que pueden afectar a los resultados y cuando existe una inversión importante de tiempo y dinero se hace fundamental estar atento. Por ejemplo: la edad, la estación del año, el COVID, los cambios en el mercado, la experiencia previa con el producto , las opiniones previas, etc. Todas estas variables se denominan Variables de confusión y es necesario ser conscientes, organizar un buen muestreo para prevenir su influencia.