The importance of silence in user research + the UX of physical spaces

“Most people do not listen with the intent to understand: they listen with the intent to reply.” — Stephen R. Covey

The art of listening and the topic ‘Creating Space’ inspired the fifth UCD Bristol, this time hosted by Bristol-based user-centred consultancy Edo, the event’s new co-sponsors. The February event was composed of two excellent talks, instead of the usual workshop, delivered by web craftswoman Ajara I. Pfannenschmidt and Emma Gullick, Senior 3D Designer at Phoenix Wharf.

“Creating Space through Silence. The Art of Listening in User Research.” was the first talk of the evening. During the session, Ajara shared useful tips to apply during user research sessions:

• Consider spatial boundaries when arranging furniture and devices;
• Have someone else taking notes or use a recording device;
• Actively prepare yourself before the session by relaxing your face and speech (grimacing and gibberish are recommended), as well as your body (shaking your arms and legs or stretching);
• Focus on listening only with the true intent of understanding what the other person is saying. Don’t analyse, evaluate and/or draw new assumptions during the research session.

Do this:

• Forget your assumptions and ideas;
• Validate the contribution of the participant at the beginning;
• Listen from your “inner silence” space;
• Make the participants feel heard. Keep eye contact throughout;
• Be a present observer;
• Be aware of your body language. Be straight, open chest, both feet on the ground.

Don’t do this:

• Try too hard to make everybody comfortable;
• Don’t use filler phrases for encouragement — avoid pleasing mode;
• Don’t comment non-verbally with gestures or grimaces — a slight nod is enough;
• Don’t fidget or display any unconscious behaviour patterns;
• Don’t make the participant your accomplice;
• Don’t be afraid of silence. Let it be part of the journey in a natural way. Don’t talk over it.

As part of her talk, Ajara recommended an active listening exercise that you can do in 10 minutes: sit comfortably, close your eyes, listen to the sounds that are furthest away from you, then listen to the sounds that are closest to you, and finally listen to the sounds that are somewhere in between.

According to Ajara, “by bringing more awareness into our behaviour, we can increase the quality of the experience for the participants and the results of our research. We explore ways of being present and creating space which allows our user research participants to relax and communicate in their own voice.”

Watch a video of Ajara’s talk:

Space and the physical user experience

After Ajara, it was Emma Gullick’s turn to talk about “Designing 3D spaces that work”. The topic ‘Creating Space’ was still present, but Emma gave it a different meaning by showcasing examples of spaces — both well and badly designed — that were the source of different user experiences.

Designing spaces that make people feel good is especially important in countries like the UK, where people spend an average 92% of their time inside.

During her talk, the 3D Designer analysed the concepts of user and customer experience beyond the digital realm, highlighting different elements of spatial design that are key to success, but are often, overlooked such as sound and movement.

It was striking the amount of overlap between designing for a physical space and designing for a digital space. For example, mapping out the use of space in a café and what % was allocated to different tasks such as walking in and out, sitting and eating, queuing up to pay. The redesigning the space to ensure the same % breakdown of space so that the seating area was not compromised. Also, the impact of a busy entrance space to a retail area could make a customer turn around and immediately leave, and the same can be true of a website, depending on the user group and objective of the site.

You can also watch Emma’s talk:

Unfortunately, we didn’t have time for a Q&A at the end of Emma’s talk, and we would love it if people can send questions across. We will then find a way of publishing the Q&A here.

If you have any questions for Emma about her talk, please submit them to ucdbristol@gmail.com, via our Medium account or on Twitter @UCDBristol.