Colin MacArther – ChatGPT: UX Research Friend, Foe, or Both?

Colin MacArther - ChatGPT: UX Research Friend, Foe, or Both?
Colin MacArthur
Adjunct Professor of Design and Digital Government
Bocconi University
Colin MacArthur is the former Director of Digital Practice, and Head of Design Research, at the Canadian Digital Service. Now he’s an Adjunct Professor of Design and Digital Government at Bocconi University in Milan, Italy. He also advises several organizations on design and research strategy. Colin was once described as a “die-hard artificial intelligence hater,” but has been teaching students to use AI to do UX reseach for several years now.

UX Camp Winter 2024

ChatGPT: UX Research Friend, Foe, or Both?

ChatGPT and other large language models (LLMs) seem like magical question answerers. So magical that they make some people wonder: why should I ask real people about my product, when I can ask ChatGPT what they think instead? Why do I need a researcher if an LLM seems to do research for me? And, if ChatGPT can do research, do we still need human UX researchers? LLMs’ vortex of questions are coming to our profession, and making some of us (me included) a tad anxious.

In this talk, I’ll show how UX researchers can see ChatGPT not as a research participant—or competitor—but as a collaborator. In particular, I’ll share:

  • How LLMs actually work, and how they’re more like “persona builders” than human researchers
  • The real strengths of LLMs that can help you plan more creative interviews and usability tests
  • The human strengths you can bring to research analysis/synthesis that LLMs can’t replicate (and probably never will)
  • Two ways LLMs can inadvertently lead humans astray – and how to avoid them when you use something like ChatGPT in research

You’ll come away with concrete tactics for appropriately incorporating LLMs into your UX research process, as well as ways to explain their limitations to over-enthusiasts. And hopefully some of you, like me, will learn to worry about LLMs a little less.

Event Details
UX Camp Winter 2024
February 10, 2024
10:00 am
February 10, 2024
3:30 pm
Embark on a Journey of User Experience Discovery at UX Camp Winter 2024 Online on Saturday, February 10th, 2024 at 10am CDT! Converging Echoes: Patterns of Purpose and Perception UX Camp Winter 2024 invites attendees into a world of ‘Converging...
July 2024