“CATCH & RELEASE”
Capturing & Understanding
Human Experiences
Design research is problem seeking. Design is problem solving. © lextant 2009

By capturing and understanding
human experiences we inspire
meaningful and successful design
direction, we save our clients
development time and money, and
we generate internal buy in.
11 years | Creative, qualitative research | Understand the holistic experience (emotional, cognitive, behavioral, physical) | Many industries… © lextant 2009

Method
Tools
Recruit CATCH
Field &
Analyze
Translate RELEASE
Choose the right method | Plan ahead | Research is only as good as the recruit | In the field… | Making sense of data | Actionable insights © lextant 2009

Method
Tools
Recruit CATCH
Field &
Analyze
Translate RELEASE
Choose the right method | Making sense of data © lextant 2009

“CATCHING DATA”
choosing the right method
© lextant 2009

“CATCHING DATA”
choosing the right method
Why (establish the objectives)
How (talk or observe)
Where (arti cial or in context)
Building
Blocks
What (respond or create)
Who (group or individual)
© lextant 2009

GENERATE
“CATCHING DATA”
why… research BUY TRANSFORM
to inspire..
to evaluate…
to sell…
to improve…
EVOLVE USE
to revolutionize…
EVALUATE
Not all methods are created equal. Begin by clearly defining the goals of your project. © lextant 2009

“CATCHING DATA”
how… talking
understand “why”
think
feel
perceptions
ideal
© lextant 2009

“CATCHING DATA”
how… observing
understand “what”
unaware
physical
environmental
current
© lextant 2009

“CATCHING DATA”
where… arti cial
central location
time savings
groups
lower costs
attendees (observe)
location incentive
© lextant

“CATCHING DATA”
where… in context
holistic view
experiences
surroundings
comfort
stimulate discussion
© lextant 2009

“CATCHING DATA”
what… create
generative
inspiration
co-designing
de ne experience
express ideal
Design tools for non-designers © lextant 2009

“CATCHING DATA”
what…respond
evaluative
concept / idea
re ne
validate
© lextant 2009

“CATCHING DATA”
who… group
discuss, compare, agree
higher numbers
lower costs
saves time
© lextant 2009

“CATCHING DATA”
who… individual
one-on-one
In-depth
rapport
emotional
personal
© lextant 2009

“CATCHING DATA”
workshop activity
© lextant 2009

Method
Building
Blocks
© lextant 2009

© lextant 2009

“RELEASING DATA”
analyzing the data
© lextant 2009

“RELEASING DATA”
Analyzing the data
1. Sort
2. Normalize
3. Synthesize
© lextant 2009

“RELEASING DATA”
sort
organize
clean-up
saves time
traceable
© lextant 2009

“RELEASING DATA”
normalize
data consolidation
pattern nding
quantify
de ne
credible & signi cant
© lextant 2009

“RELEASING DATA”
workshop activity
© lextant 2009

de ne “easy-to-use”
1. Make groups of like ideas
2. Give each group a simple title
3. Write a description for each group
(try to summarize the notes, write in
the language of the consumer by
using their words when possible)
© lextant 2009

“RELEASING DATA”
synthesize
sensemaking
drawing relationships
holistic understanding
© lextant 2009

“RELEASING DATA”
synthesize
sensemaking
drawing relationships
holistic understanding
© lextant 2009

“RELEASING DATA”
synthesize
sensemaking
drawing relationships
holistic understanding
© lextant 2009

Method
Tools
Recruit CATCH
Field &
Analyze
Translate RELEASE
© lextant 2009

thank you
© lextant 2009