Austin Startup Week 2018

Today, the lion's share of key decisions about users and experiences are owned by a small contingent of educated people. But when those biases are released into their user base, there is only so much we can do to rescue an investment that fails to resonate. However, there is hope; in some organizations, designers and developers are engaging design research earlier in the process, using stories and statistics to validate a business case for crafting more empathetic products and experiences. In this session, Annie Hardy, Founder of zeet insights, and Krystal Webber, Global Design Lead of IBM Blockchain Services, will discuss the empathetic design approach they've gained from their experience working with populations ranging from indigent Spanish-speaking populations to global corporate CEOs. In the case studies shared, we'll examine the biases that emerged in the design process by government entities, startups, and corporate America. We'll also discuss how large enterprises with large budgets conduct research differently than teams with modest budgets. Attendees will leave with a set of guiding thoughts and approaches they can apply to question their own biases in the design process.