Colleen Roller has many years of experience in digital design and UX research. One of her primary interests is in designing for decision making. She is a published writer on this topic, with articles appearing in Smashing Magazine, UXmatters, UX Magazine, the Digital Telepathy Blog, and the Loop11 Blog. She is forever fascinated with the workings of the human mind, and with the art and science of designing for it.
A lab environment can never replicate the natural environment of the participant, and the mere presence of a research facilitator or moderator creates a dimension of artificiality that can thwart the research goals. How you moderate will have a significant impact on the quality of your research findings. The goal, of course, is to get realistic findings. An effective moderator understands how the nature and timing of questions can influence — and sometimes even drive — the outcome. A skillful moderator is adept at managing these potentially conflicting goals in order to ensure the integrity of the research and equally adept at ensuring that their findings appropriately inform their business partners’ decisions.
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In this article, Colleen Roller will show us that defaults are powerful because they provide a way for users to passively decide, thereby easing the difficulty and effort associated with decision-making. Also, that providing a default option is not always appropriate. Sometimes, it’s better for users to make an explicit choice — especially when they are more likely to follow through with a decision and be more committed to taking action on it. It’s imperative to understand that the design matters. UX design professionals have a responsibility to understand how design itself influences — and sometimes even drives — user perception and behavior and, therefore, decision outcomes. The decisions we make as designers matter.
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