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Well, we did all this research…
Now what?




    BayCHI
    June 9, 2009
1
Some things just take time




2 - BayCHI       June 9, 2009    Portigal Consulting
Agenda

             Introduction
                • Set the context
             Synthesis
                • Turning field...
Introduction




4 - BayCHI       June 9, 2009   Portigal Consulting
Portigal Consulting



      We help companies discover and act on
      new insights about their customers and
      them...
Typical Development Lifecycle




             What to        Refine ideas
                                               ...
Where We Work


             Take a fresh look at
             people

             What to                 Refine ideas
 ...
Where We Work


                           Use existing ideas as
                           hypotheses

             What ...
Where We Work




             What to           Refine ideas
                                                      Launch...
Synthesis
Turning field data into insights




10 - BayCHI             June 9, 2009   Portigal Consulting
11 - BayCHI   June 9, 2009   Portigal Consulting
Synthesis is Successive Refinement
• First process the experience you have collecting data (“in
  your head”) and then the...
Synthesis is Ongoing
• Throughout the data collection process
     – Storytelling and regular debriefs: What did you see? ...
Data In Your Head
• After we are done with fieldwork, we collate our reflections
  and quickly identify a starter set of 5...
The Heavy Lifting
• Go back through our raw data                        Support an emotional in‐
  closely and pull out an...
Synthesis Mechanics
• Get field data in text form
     – Watch videos and type them up
     – Don’t worry about implicatio...
17 - BayCHI   June 9, 2009   Portigal Consulting
18 - BayCHI   June 9, 2009   Portigal Consulting
Synthesis Mechanics

• Together with team, present each field session as
  case study
• Using notes, narrate highlights
  ...
Synthesis Mechanics

• Make sure to follow the structure of getting through
  each story
     – Maybe putative themes don’...
Sample User Experience Briefs




  Support an emotional in-     Keep the human touch in
  control state                co...
Synthesis Activity (10 minutes)
•   Work with a neighbor or two
•   Quickly share your observations
•   Find patterns and ...
Ideation
Turning insights into solutions




23 - BayCHI            June 9, 2009   Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
    ...
Ideation Process

 Findings                                                1       Objectives


     2           User
    ...
Ideation Process

 Findings                                                1       Objectives


     2           User
    ...
Ideation Process

 Findings                                                1       Objectives


     2           User
    ...
Activity: Ideation Questions (1 min.)

• Apply How can we…? to each point in your User
  Experience Brief
     – i.e., rew...
Ideation Process

 Findings                                                1       Objectives


     2           User
    ...
What kind of solutions?
• Solutions exist across many different business areas
       –   Content
       –   Functionality...
What kind of solutions?




31 - BayCHI       June 9, 2009   Portigal Consulting
Activity: Business Areas (2 min.)
• In your group, brainstorm a list of possible business areas
  to design for; think abo...
Ideation Process

 Findings                                                1       Objectives


     2           User
    ...
Developing Strategies
• Responses to any particular ideation question can lead in
  different strategic directions
       ...
Developing Solutions
        Finding: People are rejecting organizing technologies that have a
        perceived high barr...
Generating Ideas

•   Quantity over quality
•   Draw or write your idea
•   Say your idea out loud
•   Listen to the ideas...
Getting Unstuck
• Come up with bad ideas
     – Immoral, dangerous, or bad for business
• Oblique Strategies (Eno/Schmidt)...
Ideation Activity (X min)
• Take your ideation question and generate strategies and
  solutions
• Consider the range of po...
Thank You!                            I’ll be doing the full
                                          version of this
   ...
Q&A




40 - BayCHI   June 9, 2009   Portigal Consulting
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Steve Portigal - "Well, we did all this research ... now what?"

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User research often catalogs findings and implications, but stops short of generating specific design improvements. Designers increasingly involved with contextual research may find themselves holding onto a trove of raw data but with little awareness of how to turn it into design. Steve Portigal introduces a framework for synthesizing raw data into a fresh, contextual understanding of a customer's unmet needs.

Published in: Design

Transcript of "Steve Portigal - "Well, we did all this research ... now what?""

  1. 1. Well, we did all this research… Now what? BayCHI June 9, 2009 1
  2. 2. Some things just take time 2 - BayCHI June 9, 2009 Portigal Consulting
  3. 3. Agenda Introduction • Set the context Synthesis • Turning field data into insights Ideation • Turning insights into solutions 3 - BayCHI June 9, 2009 Portigal Consulting
  4. 4. Introduction 4 - BayCHI June 9, 2009 Portigal Consulting
  5. 5. Portigal Consulting We help companies discover and act on new insights about their customers and themselves 5 - BayCHI June 9, 2009 Portigal Consulting
  6. 6. Typical Development Lifecycle What to Refine ideas Launch make or do? and prototype Iterate and improve 6 - BayCHI June 9, 2009 Portigal Consulting
  7. 7. Where We Work Take a fresh look at people What to Refine ideas Launch make or do? and prototype Iterate and improve 7 - BayCHI June 9, 2009 Portigal Consulting
  8. 8. Where We Work Use existing ideas as hypotheses What to Refine ideas Launch make or do? and prototype Iterate and improve 8 - BayCHI June 9, 2009 Portigal Consulting
  9. 9. Where We Work What to Refine ideas Launch make or do? and prototype History provides context to explore new opportunities Iterate and improve 9 - BayCHI June 9, 2009 Portigal Consulting
  10. 10. Synthesis Turning field data into insights 10 - BayCHI June 9, 2009 Portigal Consulting
  11. 11. 11 - BayCHI June 9, 2009 Portigal Consulting
  12. 12. Synthesis is Successive Refinement • First process the experience you have collecting data (“in your head”) and then the data itself (“heavy lifting”) • You’ll go through and refine it • Then go through that and refine it • Repeat! 12 - BayCHI June 9, 2009 Portigal Consulting
  13. 13. Synthesis is Ongoing • Throughout the data collection process – Storytelling and regular debriefs: What did you see? What does it mean? – Email out daily summaries 13 - BayCHI June 9, 2009 Portigal Consulting
  14. 14. Data In Your Head • After we are done with fieldwork, we collate our reflections and quickly identify a starter set of 5 to 10 thematic areas – Some of these are right out of the field guide – Some of these are new patterns that you observed – We may see there’s an interesting area but we don’t understand the details yet • We deliver this as a top-line summary 14 - BayCHI June 9, 2009 Portigal Consulting
  15. 15. The Heavy Lifting • Go back through our raw data Support an emotional in‐ closely and pull out anything control state noteworthy or provocative Bridge analog and digital  – This could be a pattern of ownership of Be tangible/tactile/visual products, a statement people made, a Connect household members surprise you heard, a mental model, etc. Sample of a user experience brief • Collaboratively develop and build up patterns, collate, coordinate, and refine – Discussing, writing, rewriting, discussing • We produce a few points that make up a user experience brief 15 - BayCHI June 9, 2009 Portigal Consulting
  16. 16. Synthesis Mechanics • Get field data in text form – Watch videos and type them up – Don’t worry about implications, keep a descriptive voice – If you use your own voice, do something typographic to call it out (ALL CAPS, highlight, etc.) – Get transcripts (and re-read, or watch ‘em and read) • Review printouts by yourself and make marginal notes on what seems Sample annotated transcript like a pattern, or what seems interesting – Ask yourself questions; give something a label; propose a solution 16 - BayCHI June 9, 2009 Portigal Consulting
  17. 17. 17 - BayCHI June 9, 2009 Portigal Consulting
  18. 18. 18 - BayCHI June 9, 2009 Portigal Consulting
  19. 19. Synthesis Mechanics • Together with team, present each field session as case study • Using notes, narrate highlights – Who is this person, what did they do, what did they use, what problems did they have, what stories did they tell – Stick with the high level, set the context • Bring up the meta-content: "Oh, here's a great quote!" – These are seeds for a brainstorm to label the theme – Others will add other examples that support or contest those themes 19 - BayCHI June 9, 2009 Portigal Consulting
  20. 20. Synthesis Mechanics • Make sure to follow the structure of getting through each story – Maybe putative themes don’t survive, but for now get 'em up on the board • The first few narratives are slow and rich but eventually you’ll speed up because most everything has been covered • Clustering! – i.e., observations, new models, and design implications • Writing task to distill brainstorm material into key takeaways 20 - BayCHI June 9, 2009 Portigal Consulting
  21. 21. Sample User Experience Briefs Support an emotional in- Keep the human touch in control state communication Enable multitasking Bridge analog and Allow people to move Enable serendipitous digital seamlessly between use Be tangible/tactile/visual places st Support events, not ju Connect household Allow people to integrate conversation members seamlessly across different devices and systems Project A Project B Project C 21 - BayCHI June 9, 2009 Portigal Consulting
  22. 22. Synthesis Activity (10 minutes) • Work with a neighbor or two • Quickly share your observations • Find patterns and group your observations into buckets, for example: – Motivations – Hardware – Breakdowns – Learning • For your best few buckets, produce a sentence with a point of view – i.e., rewrite ”Organizing Technologies” into “People are rejecting organizing technologies that have a perceived high barrier to usage” • For each bucket, create a concise statement that describes an opportunity area – From “People are rejecting organizing technologies that have a perceived high barrier to usage” to “Enable obvious utility in a low-cognitive-load way” – Don’t describe how this should be done, just what should be done – Consider this as summarizing the most crucial unmet needs 22 - BayCHI June 9, 2009 Portigal Consulting
  23. 23. Ideation Turning insights into solutions 23 - BayCHI June 9, 2009 Portigal Consulting
  24. 24. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 24 - BayCHI June 9, 2009 Portigal Consulting
  25. 25. Ideation Process Findings 1 Objectives 2 User Experience Brief You’ve already collected these at the beginning of 3 Ideation the engagement, but it’s Questions worthwhile to restate, 4 confirm, and evolve here Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 25 - BayCHI June 9, 2009 Portigal Consulting
  26. 26. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions You’ve just done this 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 26 - BayCHI June 9, 2009 Portigal Consulting
  27. 27. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 27 - BayCHI June 9, 2009 Portigal Consulting
  28. 28. Activity: Ideation Questions (1 min.) • Apply How can we…? to each point in your User Experience Brief – i.e., rewrite “Enable obvious utility in a low-cognitive-cognitive load manner” as “How can we enable obvious utility in a low-cognitive- load way?” 28 - BayCHI June 9, 2009 Portigal Consulting
  29. 29. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 29 - BayCHI June 9, 2009 Portigal Consulting
  30. 30. What kind of solutions? • Solutions exist across many different business areas – Content – Functionality – Visual design – Marketing – Services – Hardware – Software – Form factor – Packaging – Documentation – Retail design – Partnerships • Even if you are unlikely to impact certain business areas, it’s crucial that you set that constraint aside for ideation 30 - BayCHI June 9, 2009 Portigal Consulting
  31. 31. What kind of solutions? 31 - BayCHI June 9, 2009 Portigal Consulting
  32. 32. Activity: Business Areas (2 min.) • In your group, brainstorm a list of possible business areas to design for; think about whatever this business could do • Use this list as a starting point – Content – Functionality – Visual design – Marketing – Services – Hardware – Software – Form factor – Packaging – Documentation – Retail design – Partnerships 32 - BayCHI June 9, 2009 Portigal Consulting
  33. 33. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 33 - BayCHI June 9, 2009 Portigal Consulting
  34. 34. Developing Strategies • Responses to any particular ideation question can lead in different strategic directions Finding: People are rejecting organizing technologies that have a perceived high barrier to usage Ideation Question: How can we enable obvious utility in a low- cognitive-load way? Support people’s behavior Challenge the finding and by embracing the finding change people’s behavior Embrace the finding: Challenge the finding: Leverage visual language of Create learning opportunities to children’s toys improve cognitive task management 34 - BayCHI June 9, 2009 Portigal Consulting
  35. 35. Developing Solutions Finding: People are rejecting organizing technologies that have a perceived high barrier to usage Ideation Question: How can we enable obvious utility in a low- cognitive-load way? Strategies: Embrace the finding Challenge the finding Leverage visual language of Create learning opportunities to children’s toys improve cognitive task management Solutions: Packaging Online Marketing Packaging EZ Brain List- Use a opening fitness making cartoon Design games lessons mascot Use primary colors 35 - BayCHI June 9, 2009 Portigal Consulting
  36. 36. Generating Ideas • Quantity over quality • Draw or write your idea • Say your idea out loud • Listen to the ideas of others • Build upon their ideas • “Yes, and…” • Remember to generate ideas, not just talk about the data 36 - BayCHI June 9, 2009 Portigal Consulting
  37. 37. Getting Unstuck • Come up with bad ideas – Immoral, dangerous, or bad for business • Oblique Strategies (Eno/Schmidt) – iPhone App – @Oblique_Chirps 37 - BayCHI June 9, 2009 Portigal Consulting
  38. 38. Ideation Activity (X min) • Take your ideation question and generate strategies and solutions • Consider the range of possible business areas • Most ideas will not turn out to be winners, but your goal is to develop a facility in connecting research data to solutions 38 - BayCHI June 9, 2009 Portigal Consulting
  39. 39. Thank You! I’ll be doing the full version of this workshop at EPIC2009 in Chicago on September 1! Portigal Consulting steve@portigal.com www.portigal.com 415-385-4171 39 - BayCHI June 9, 2009 Portigal Consulting
  40. 40. Q&A 40 - BayCHI June 9, 2009 Portigal Consulting
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