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

  • 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.
  • I’m not an anthropologist, ethnographer or even a user experience researcher 🕅🕆🕋 Photo credit Flickr user Lewaedd-Q - http://bit.ly/1cTyhdm
  • 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 (Usability) Interesting
  • 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). Crossing the Chasm, Geoffrey Moore. (1991).
  • 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 • 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
  • 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 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.
  • 🕅🕆🕇🕊 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 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