Balance “Science” with Person-Focused Research

A session at ConveyUX 2016

Wednesday 10th February, 2016

9:15am to 10:00am (PST)

ecause of reliance on numeric quantification during the industrial and technology ages, many cultures hold science and numbers in high esteem. It’s “the truth about the way things are.” This implicit, complete trust in science bleeds out of institutions and into society at large. Marketing pitches and sales slogans are full of words like “proven” and “scientific” because those words instill trust. When you hear phrases like “evidence based,” “based on the calculations,” or “we did a scientific study,” they are meant to persuade or “prove” things are safe. “Data-driven” is the phrase that gives leaders confidence. The trouble is, the data are all numbers.

As a result, organizations go marching off in a direction they think will bring them success, when in fact their customers may not intend to go the same way. Without an understanding of customers’ reasoning and guiding principles, organizations expose themselves to more risk than they think.

Developing cognitive empathy about your customers fills in this missing picture. Ask anyone what empathy is, and part of the answer will include “walk in someone else’s shoes.” And it’s correct. But walking in someone’s shoes is how you apply empathy. To walk with any sort of truth, you need to develop empathy first. Developing empathy requires listening to many different people’s stories to understand how their thinking goes. There is a practical way to do this, and to draw reliable patterns from the words which can guide you and your group in decision-making, collaboration, and creativity.

About the speaker

This person is speaking at this event.
Indi Young

Indi Young writes articles, conducts workshops and webinars, and speaks about the importance of pushing the boundaries of your perspective.

Indi Young is an independent consultant. She helps teams with person-focused research, product strategy, and experience flow. She has been a trailblazer of experience design since the dot-com boom, using her roots in computer science to help people adopt a neutral, well-considered mindset. In 2001 she was a founder of Adaptive Path, the San Francisco experience design agency. In 2008, her book Mental Models, introducing mental model diagrams, was published. Her second book, Practical Empathy, was released in 2015. She writes articles, conducts workshops and webinars, and speaks about the importance of pushing the boundaries of your perspective. You can follow her on Twitter @indiyoung and access many resources on her website www.indiyoung.com.

1 attendee

  • Indi Young

Sign in to add slides, notes or videos to this session

Sign in to track this session

Tell your friends!


Time 9:15am10:00am PST

Date Wed 10th February 2016

Short URL


Official event site


View the schedule


Books by speaker

  • Practical Empathy: For Collaboration and Creativity in Your Work
  • Mental Models

See something wrong?

Report an issue with this session