Converting Research Findings in to Business Speak

What I hope to share…

1) That there are different types of customer research

2) Why ethnographic research findings are more difficult to embed in the business

3) Design tools – a bucket of ideas we have tried to solve point 2!

Stephen!

Design Research Ethnographic Behavioural Evaluative Interactional Structural

Interactional

Structural

Behavioural

Evaluative

Ethnographic

Brought in at the end, to being involved in the planning phase… Ethnographic Behavioural Evaluative Interactional Structural

Problems & solution, to patterns & opportunities… Ethnographic Behavioural Evaluative Interactional Structural

Example - MND

Problem: The field is too short for people to see all 8 Serial Numbers they enter.

Fix: Lengthen the field.

Example - Vogue Pattern: People have different buying cycles for “events” versus normal clothing. Events fall into a broad range of categories, such as school reunions, new years eve, engagement parties, weddings etc.  Opportunity: Make suggestions on event based fashion.

One page, one site, to a long term strategy… Ethnographic Behavioural Evaluative Interactional Structural

One discipline, one design team, the business… Ethnographic Behavioural Evaluative Interactional Structural

User Informed Design

Design

Advertisers’ requirements Customer needs & emotions Business goals Editorial plans & capabilities Marketing & brand perception Meeting or beating the competition Technical capabilities & standards

Shared Understanding & a shared vocabulary

What would Anne, Chris or Adam want?

Design is Negotiation

Feature Analysis Matrix Business Listings Competitor/Peer Review

Feature Analysis Matrix

Design is Innovation

Research Cards

Design Tools – Learnings (So Far)

Should be stand-alone, digestible, snappy

Reusable and adaptable by anyone in the business

Aren’t prescriptive but encourage exploration

Designed to help create a shared understanding, or support negotiation & innovation

Thanks to the team for letting me

show their work!

Questions or

More examples?

Notes

Slide 3 – Photo courtesy of Stephen Cox. Hear his presentation, which predeeds this one at: http://www.webdirections.org/resources/stephen-cox/

Slide 5 – Photo courtesy: http://www.computerhistory.org/timeline/images/1950_swac_large.jpg

Slide 6 - Photo courtesy: http://www.allposters.com/-sp/City-Street-Signs-Posters_i1815309_.htm

Slide 7 - Photo courtesy: uwstopia.nl/files/2006/11/statistics.jpg

Slide 8 - Photo courtesy: www.artagogo.com/reviews/sjma/Tupperware.jpg

Slide 9 - Photo courtesy: http:// www.jamd.com/search?assettype = g&assetid =3381043&text=horse+race+spectator+1950

Slide 16 – “User Informed Design” As quoted by Jared Spool - Journey to the Centre of Design, IA Summit 2008 http://www.uie.com/brainsparks/2008/04/23/ia-summit-keynote-journey-to-the-center-of-design/

Slide 25 - Indi Young’s presentation at Web Directions North 2008 suggested that innovation doesn’t naturally guarantee success – focussed innovation based on understanding what users want is the key. http://www.webdirections.org/resources/indi-young-innovation-with-mental-models/