What They Didnt Know They Needed Ia Summit2010

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  • 1. What They Didn’t Know They Needed
    Megan Grocki - @megUX
    Amy Cueva - @amycueva
  • 2. Who are we?
    We’ll share some stuff…but we are just scratching the surface!
  • 3. What (tf) are we going to talk about?
    • Different approaches to research + design
    • 4. Getting the right information from research
    • 5. Generating design ideas
    • 6. Design execution considerations
  • Who are you?
  • 7. User-Centered Design
    We love users.
  • 8. Genius Design
  • 9. Research Methods
  • Laddering
    • Simple & Systematic
    • 14. Clinical Psychology/Marketing
    • 15. Get beyond surface to their core values and uncover meaning
    • 16. Experiences designed based on meaning have more traction than those based on attributes
    • 17. The art of asking “Why? Why?”
  • Laddering
    Research technique to uncover core values
  • 18. Triading
    Discover dimensions that are relevant to audience
  • 19. Storytelling
    • Asking directly about needs and goals can limits our insight
    • 20. Give human characteristics to an interface
    • 21. Their perspective on how they interact with it
    • 22. Lets participants explore approaches with their own filters
  • Storytelling
    Storytelling
    Gain insights into human perspectives
  • 23. Game Play
    • Break free from rigidity of traditional interview styles
    • 24. Ease stress on participants, making them less reserved
    • 25. Allows researchers to observe people in competition
    • 26. Capture emotional reactions
    • 27. Insight into communication styles
  • Game Play
    Break free of the rigidity of traditional interviews
  • 28. Desirability Testing
    • Which visual design evokes a better emotional response?
    • 29. Halo Affect
    • 30. Why not just ask them which design they like better?
    • 31. Assess emotional impact and how it aligns with brand
    • 32. Qualitative & Quantitative
  • Desirability Testing
    Assess the emotional impact of a design
  • 33. Other research approaches
  • 2
    3
    4
    1
    5
    6
    7
    Findings Prioritization, Visualization, & Team Building
    Importance
    High
    Low
  • 43. So you’ve gotten to the core of what makes people tick, their emotional triggers, and their cognitive expectations. The team gets it.Now what??
  • 44. Generate some fracking amazing ideas.
  • 45. But wait… First you need to figure some things out.
    • What are your experience objectives?
    • 46. What is your organization’s risk tolerance threshold?
    • 47. Who will be involved in generating ideas, communicating them, and executing on them?
    • 48. Who are your allies? Form a multi-disciplinary team and start communicating from the start.
  • Brainstorming. Let’s get this party started right.
    • Lotus Blossom Technique
    • 49. Brain Writing
    • 50. Brain Drawing
    • 51. User-Centric Narrative & Storytelling
    • 52. Slot Machine of Goodness
    • 53. Brainstorming Solo
    Chauncey Wilson is the master.
  • 54. A
    C
    B
    A
    B
    C
    D
    E
    D
    E
    Topic
    H
    G
    F
    F
    G
    H
    Lotus Blossom Technique
    Topic
  • 55. Brain Writing
    Procedure 1
    Present a group with a request for ideas
    Ask people to write down ideas
    Take those ideas and pass them to another person who reads the ideas and adds several more
    Iterate several times (generally taking no more than 5-15 minutes)
    Procedure 2
    Hand pages out to each person
    Ask the person to write 3 ideas on a page and put it in a pile and take one from the pile (or a clean sheet), read the items and add a few more
    Repeat several times and collect all the pages
    Twist: This method could be tried via email
  • 56. Brain Drawing
    • Round robin brainstorming for rapidly generating concepts & ideas
    • 57. Requires people to write and draw quickly and show their results to others on the team
    • 58. Twist: This could be tried in “asynchronous” fashion in a group area
    Brain Drawing for the concept “Filter Object”
  • 59. User-Centered Narrative & Storytelling
  • 60. Slot Machine of Goodness
    • Select Topic
    • 61. Lists in Columns
    • 62. Select one from each column
    • 63. Ideas in the overlap
    Topics
    Maslow’s Hierarchy of Needs
    Channels, Attributes, or Methods
  • 64. Solo Brainstorming
    • Take your work offsite. Go for a sensory overload or underload
    • 65. Go crazy on a whiteboard. SKETCH. Just. Go. Crazy.
    • 66. Take a shower. The water increases circulation to your brain.
    • 67. Caffeinate and eat chocolate.
    • 68. Go for a drive, rock out. This can facilitate your “brain marination”.
    • 69. Take a break, or switch tasks.
    • 70. Go to sleep. But before you do briefly contemplate the problem.
    • 71. Talk to someone who has no idea about the problem space.
  • Execution Considerations
    • Communicate: What is the best way to communicate these ideas? Make the business case. Speak their language.
    • 72. Divide and conquer: Distribute concepting responsibilities
    • 73. Validate: A design is just a hypothesis until you see it being used.
    • 74. Prioritize: How will you prioritize the ideas?
    • 75. Roadmap: Determine your plan for execution.
  • Give the business what they didn’t know they needed.
    • Gradually integrate user touch points into every project.
    • 76. De-mystify it. Don’t freak them out with big words or big budgets to start (unless they get it of course).
    • 77. Involve the business in the process. Have them brainstorm. Have them design. Have them witness research and testing.
    • 78. Work with them, how can they make sure this idea will not lose the business money or get them fired?
    • 79. Introduce corporate design challenges.
  • Questions?
    ???
  • 80. Contact Us