Recognise what you’re witnessing
• the context
• the physical environment
• inherent nomenclature and
• decor and atmosphere
• other artefacts or objects present
• the other people present
• the situation and position of
• how people are acting
• unspoken cues between people
• how people react to one another
• how your presence has aﬀected
Capture the seeds of ideas
• your own visceral and instinctive reactions
• immediate associations with other things
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.
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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
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