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What Users
Don’t Say.
What users don’t say
Uncovering Latent Needs Through Design Research

Uncovering Latent Needs
Throug...
I’m not an anthropologist,
ethnographer or even a user
experience researcher

🕅🕆🕋
Photo credit
Flickr user Lewaedd-Q - htt...
I’m just a designer who wants
to create better products and
services
©
Photo credit
by Head London - http://headlondon.com
Indifference

Understandable

Compelling

Indispensable
Advocacy

Differentiation
(Experience)

Useful

Hygiene Factors
(Usa...
Getting inside peoples’ heads is
the only way to uncover their
latent needs.
Early Adopter

Early Majority

Late Majority

Laggards

Adapted from:
Diffusion of Innovations, Everett M Rogers. (1962).
C...
Formal

Casual
image of mental model

Diary Studies
Meet & Brief

1:1 Interview

Diary
Study

Diary
Analysis
Shadowing
Contextual Interviews
Analysis Methods

image of mental model
Go where your users go
Immersion
Do what your users do
Recognise what you’re witnessing
• the context
• the physical environment

• inherent nomenclature and
terminology

• deco...
Capture the seeds of ideas
• your own visceral and instinctive reactions
• immediate associations with other things
The hurdles and challenges
Wait. What was that again?
• Contextual design research is an important tool for going beyond
expressed needs and finding i...
🕅🕆🕇🕊
Photo credit
Flickr user djking - http://bit.ly/13ObNXf
ModernHuman.
🕅🕆🕇🕊
We love our ideas to spread. That’s why this
presentation is released under a Creative
Commons Attributi...
What Users Don't Say: uncovering latent needs through contextual design research
What Users Don't Say: uncovering latent needs through contextual design research
What Users Don't Say: uncovering latent needs through contextual design research
What Users Don't Say: uncovering latent needs through contextual design research
What Users Don't Say: uncovering latent needs through contextual design research
What Users Don't Say: uncovering latent needs through contextual design research
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What Users Don't Say: uncovering latent needs through contextual design research

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Transcript of "What Users Don't Say: uncovering latent needs through contextual design research"

  1. 1. What Users Don’t Say. What users don’t say Uncovering Latent Needs Through Design Research Uncovering Latent Needs Through Design Research. Presented by Paul-Jervis Heath on Friday 21 June 2013 at UX Scotland.  @PaulJervisHeath ✉ paul@modernhuman.co © Photo credit Flickr user G8lite - http://bit.ly/151fWVN MH ModernHuman.
  2. 2. I’m not an anthropologist, ethnographer or even a user experience researcher 🕅🕆🕋 Photo credit Flickr user Lewaedd-Q - http://bit.ly/1cTyhdm
  3. 3. I’m just a designer who wants to create better products and services © Photo credit by Head London - http://headlondon.com
  4. 4. Indifference Understandable Compelling Indispensable Advocacy Differentiation (Experience) Useful Hygiene Factors (Usability) Interesting
  5. 5. Getting inside peoples’ heads is the only way to uncover their latent needs.
  6. 6. Early Adopter Early Majority Late Majority Laggards Adapted from: Diffusion of Innovations, Everett M Rogers. (1962). Crossing the Chasm, Geoffrey Moore. (1991).
  7. 7. Formal Casual
  8. 8. image of mental model Diary Studies
  9. 9. Meet & Brief 1:1 Interview Diary Study Diary Analysis
  10. 10. Shadowing
  11. 11. Contextual Interviews
  12. 12. Analysis Methods image of mental model
  13. 13. Go where your users go
  14. 14. Immersion
  15. 15. Do what your users do
  16. 16. Recognise what you’re witnessing • the context • the physical environment • inherent nomenclature and terminology • decor and atmosphere • other artefacts or objects present • the other people present • the situation and position of those artefacts • how people are acting • unspoken cues between people • how people react to one another • how your presence has affected the situation
  17. 17. Capture the seeds of ideas • your own visceral and instinctive reactions • immediate associations with other things
  18. 18. The hurdles and challenges
  19. 19. Wait. What was that again? • Contextual design research is an important tool for going beyond expressed needs and finding implied needs and latent needs. • Focus groups and usability tests are not design research. • Formal design research can be hugely beneficial. It’s rigorous and leads to insights, behavioural patterns, indications and predictors. • Casual design research shouldn’t be underestimated. Immersion and experience lead to ideas.
  20. 20. 🕅🕆🕇🕊 Photo credit Flickr user djking - http://bit.ly/13ObNXf
  21. 21. ModernHuman. 🕅🕆🕇🕊 We love our ideas to spread. That’s why this presentation is released under a Creative Commons Attribution-NonCommercialShareAlike (CC-BY-NC-SA) license. This license allows you and others to remix, tweak, and build upon this work noncommercially. When you do you must acknowledge us, Modern Human and license any new creations under the identical terms. When in doubt, just ask us. We won’t bite. We use human-centred design to help businesses invent their future. We’re a design practice & innovation consultancy. Find out more at http://modernhuman.co Paul-Jervis Heath paul@modernhuman.co @pauljervisheath 🕅🕆 Photo credit Flickr user andreaskopp - http://bit.ly/12yywna
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