Ruth Ellison

Ruth Ellison

Ruth Ellison

UX researcher,
PricewaterhouseCoopers’ Experience Centre

Born in Singapore, Ruth Ellison is an experienced qualitative UX researcher, with over 14 years in the design field in Australia. She’s a Principal UX Designer at PwC’s Experience Centre and she’s fascinated about the interaction between digital and physical worlds. She has undertaken numerous research pieces over the past 14 years for private sector and government clients, and has loved every single one of them.

Some of her previous speaking gigs have included: Web Directions 2008, Edge of the Web 2009, a mix of 10 minute, 40 minute and 1.5 hour talks at UX Australia 2015, UX Australia 2014, UX Australia 2013, UX Australia 2012, UX Australia 2011, UX Australia 2009, Web Standards Group, Linux Australia Conference 2013, OZeWAI 2011 & 2012.

In her spare time, Ruth makes science based jewellery with lasers, plays around with 3D printers and wearable computing and helps to organise events like BarCamp Canberra, TEDxCanberra and Web Accessibility and Inclusive Design Meetup. She loves good inclusive design and robots.

11:15am – 12:30pm

Lightning Talk #12 @ Room 310

7 cognitive biases we shouldn’t ignore in research

There are cognitive biases lurking everywhere in the research process. Cognitive biases are psychological tendencies that cause the human brain to draw incorrect conclusions.

We all want our research to provide reliable input into our projects and most of us wouldn’t deliberately distort data. Yet, we’re human, and we’re all susceptible to many cognitive biases that can affect the outcomes at any stage of our projects.

Biases are unavoidable, but being a good researcher is about understanding our inherent biases and how we can minimise the effects.

Distorted or misleading results can be very detrimental to a project. It can misinform the direction of a project, or provide false confidence about decisions. This session will highlight seven common cognitive biases in research, from recruitment, to the actual sessions, and the analysis and reporting of research findings. This will be illustrated with examples and stories, along with how we can minimise the bias.


What you will learn:

– Understand that we all have inherent biases
– Understand this and learn to minimise this in future research
– Tips on how to deal with some of these biases
– Curiosity to go learn about the HUGE range of other biases that exist.

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