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Contextual Inquiry ProductCamp Seattle 2013
 

Contextual Inquiry ProductCamp Seattle 2013

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    Contextual Inquiry ProductCamp Seattle 2013 Contextual Inquiry ProductCamp Seattle 2013 Presentation Transcript

    • Contextual Inquiry Understand your users Dave Flotree dave.flotree@incontextdesign.com Karen Holtzblatt, CEO 978.823.0100 Hugh Beyer, CTO info@incontextdesign.com www.incontextdesign.com www.innovationincool.com Twitter: @incontextdesign
    • Contextual Inquiry Provides reliable, detailed knowledge of what people actually do and what they really care about
    • Contextual Inquiry A set of principles, not steps Context Partnership Interpretation Focus
    • The principle of Context What people say they do And what they actually do Are different
    • What is Context? Get as close to the work as possible  Go to the customer  Interview while they are working  Be grounded in real objects and events Ongoing work versus summary experience  People tend to give summaries  Ongoing work is never summarized Stay concrete, don’t abstract  Ongoing work. “Show me…”  Recent retrospective account . “When was the last time you…”  Look at artifacts
    • Don’t summarize, don’t abstract What do you do when you go grocery shopping?
    • The principle of Partnership People know everything about what they do… They just can’t tell you
    • What is Partnership? Partnership as relationship  The user is the expert  So follow their lead  Help the users articulate and see their work practice Withdrawal Avoid ineffective interview styles  The Traditional Interviewer  The Expert/Novice  The Guest/Host Return Apprenticeship is the preferred model  Listen, learn, be humble, don’t judge  And assume that people do things for a reason  Return to the ongoing work • It always keeps you in the apprenticeship model
    • The principle of Interpretation It’s not the facts that matter… It’s the interpretation of the facts
    • What is Interpretation? Interpretation is the data  A shared understanding of what is going on Customer  Offer interpretations • Don’t ask open-ended questions Fact Listen for the “No”  Huh?  Umm... could be tune the interpretation Hypothesis  “They” would like it  “Yes” comes with elaboration Implication  Watch for non-verbal clues  Check your design ideas as they occur Design Idea
    • The principle of Focus “What you know, you know, what you don't know, you don't know. This is true wisdom.” - Confucius
    • What is Focus? Know your purpose entering focus what we make up  We all have an entering focus • A set of preconceived assumptions and beliefs  Drive interviews with your project focus • A clear understanding of what work you are trying to understand  Expand your focus • Challenge your assumptions, probe the unexpected what we see Probe to expand focus  Surprises and contradictions  “Nods” — What you assume is true  What you do not know  The problem behind solutions user’s world what we miss
    • Contextual Inquiry Context Partnership Interpretation Focus
    • How to get started It doesn’t take many interviews  3-5 people who do the same activity can characterize markets of millions  Rule of thumb for numbers of interviewees • 4 for each work role; 3 in each significant context (e.g., skill level, tech savvy) • 3 organizations of each significant type (e.g., size, geography) Make the data you bring back actionable  Use a process like an interpretation session with other people  Create session notes (virtual Post-Its) and diagrams you can use to… Build an affinity diagram and other work models as appropriate  Reveals underlying pattern: intent, strategy, structure, and scope  Shows what matters to the entire population, keeping variations that matter  Eliminates focusing on individual users  Provides real data for design thinking, personas, scenarios, user stories
    • Define & Validate Concepts Requirements & Solutions Contextual Design – user-centered design process 1 Contextual Inquiry 2 Interpretation Session 3 Work Models & Affinity Diagramming 4 Visioning 5 Storyboards 6 Interaction Patterns & User Environment Design 7 Paper Prototype Interviews 8 Visual Design & Agile Stories Talk to your customers in the field Interpret the data as a team to capture key issues & activities Consolidate data across customers for a full market view Generate new products & the next product concepts steeped in data Work out the details of particular tasks and roles Define system structure, function, content, & user interaction Mock up the interface to validate direction and UI with customers Design and test the final look; Base stories on validated function
    •  We developed the industry-leading customer-centered design process  Our clients are industry leaders – including other design firms  Our experience spans a wide range of work practices, industries and technologies  We have a proven track record creating solutions for the people who use them “The only method I have seen that really tells you how to go out and collect customer data, and then what to do about it.” - Don Norman “The only generative method in the field.” - Ben Shneiderman