ONA09 Audience

Engaging with your audience Advantages in qualitative research Steve Dorsey Detroit Free Press DME/Presentation + Innovation Twitter: @Dorsey Saturday, October 3, 2009

IDEO: Human-centered design training in ’05 and ’08 Saturday, October 3, 2009

Saturday, October 3, 2009

tered en n-c IL ma FA Hu gn: desi Saturday, October 3, 2009

IDEO: Human-centered design Saturday, October 3, 2009

IDEO: Human-centered design UNDERSTAND + OBSERVE SYNTHESIZE VISUALIZE (BRAINSTORM) PROTOTYPE, EVALUATE, REFINE IMPLEMENT Saturday, October 3, 2009

e em tr er Ex us Saturday, October 3, 2009

e em S tr RT Ex O SP user Saturday, October 3, 2009

Ex NO tre N- me use r Saturday, October 3, 2009

Quantitative Saturday, October 3, 2009

Quantitative Trends Repetition, habit Data Data Data Volume} Recordable, clean, demonstrable history Ultimately: Shallow Saturday, October 3, 2009

Quantitative Qualitative Trends Extreme users give you unexpected Repetition, habit uses, insights Data Messy process Data Data Volume} Uncertain outcomes Recordable, clean, Untested demonstrable Can be very quick history Low-investment Ultimately: Shallow Potentially: Deep Saturday, October 3, 2009

Disclaimer... Qualitative research does NOT replace metrics, analytics or quantitative studies — but it can ENHANCE them. Saturday, October 3, 2009

RED ALERT! We are in trouble! Users don’t know WHERE content comes from! Worse — they don’t CARE! Saturday, October 3, 2009

RED ALERT! Saturday, October 3, 2009

The Leap of Faith You can learn something significant from as few as 10 or 12 subjects... Saturday, October 3, 2009

The Leap of Faith ... The trick is picking the RIGHT 10-12 people, adequately defining the design challenge you seek to solve. Saturday, October 3, 2009

Atmosphere in Detroit: Willingness for building- wide change coupled with massive news cycle... Saturday, October 3, 2009

Kilpatrick Saturday, October 3, 2009

RedWings! Saturday, October 3, 2009

Autocalypse Saturday, October 3, 2009

Obama Saturday, October 3, 2009

FinalFour Saturday, October 3, 2009

The IDEO philosophy gave us: A process of change A cross-divisional rally spot Freedom to ‘fail’ Saturday, October 3, 2009

But mostly... Innovate. Iterate. Break it. Learn from it. (Repeat). Saturday, October 3, 2009

Results? Michigan Six page Saturday, October 3, 2009

Results? Permission to have a point of view Saturday, October 3, 2009

Results? A newly defined mission: BE Detroit Saturday, October 3, 2009

Thank you! Twitter: @Dorsey Saturday, October 3, 2009

ONA09 Audience

by Steve Dorsey on Oct 03, 2009

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ONA09 Audience — Presentation Transcript