People Can’t Tell You What They Want – and nine other design research myths.

Design Research | 10 Myths | Building Blocks | Examples | Big Ideas “People Can’t Tell You What They Want.” (and Nine Other Design Research Myths) Chris Rockwell, IDSA > Founder & President, Lextant September 13, 2008 ©2008 LEXTANT

Design Research | 10 Myths | Building Blocks | Examples | |Big Ideas Design Research | 10 Myths | Building Blocks | Examples Big Ideas Design Research questions come in many flavors to meet varied needs. Where should we go from our We know what we’re going to make, current product line? But how should we package it? TRANSFORM + NEED IDEAS BUY + NEED IDEAS How will people adopt and use our product? USE + HAVE IDEAS ©2008 LEXTANT

Design Research | 10 Myths | Building Blocks | Examples | |Big Ideas Design Research | 10 Myths | Building Blocks | Examples Big Ideas The best Design Research applies: > The right methodology at the right time for the most actionable insights. Interviews Ethnography Workshops Co-creation Self- Participatory Documentation Design Studies Directional Usability Research Testing ©2008 LEXTANT ©2008 LEXTANT

Design Research || 10 Myths | Building Blocks | Examples | Big Ideas Design Research 10 Myths Myth #6 Debunked > Behaviors can be unconscious or implied. > In-context observation and interviews can make the implicit explicit. ©2008 LEXTANT

Design Research | 10 Myths Myths | Building BlocksExamples | |Big Ideas Design Research | 10 | Building Blocks | | Examples Big Ideas WHO: Group or Individual > Groups work well for: • Obtaining group consensus and dissent • Assessing design directions • Tight budgets and timelines > Individual techniques work well for: • Deep dives into individualized experiences • Intimacy and transparency • Access to life-experiences • “Who” understanding ©2008 LEXTANT

Design Research | 10 Myths Myths | Building BlocksExamples | |Big Ideas Design Research | 10 | Building Blocks | | Examples Big Ideas HOW: Talk or Observe > Talking techniques: • Understand perceptions / opinions • Can probe to understand “why” • Understand the rational > Observation techniques: • See real experiences and their context (ecosystem) • Unbiased • Non-verbal cues (latent or subconscious) ©2008 LEXTANT

Design Research | 10 Myths Myths | Building BlocksExamples | |Big Ideas Design Research | 10 | Building Blocks | | Examples Big Ideas WHAT: Respond or Co-create > Response techniques: • Concept reflection, reaction and refinement • Assess parameters of adoption • Assess CMF, signature design elements • Project future experience (storyboards) > Co-creation techniques: • Gain emotional / aspirational insights • Recall and express ideal experiences • Concrete product attribute translation ©2008 LEXTANT

Design Research | 10 Myths Myths | Building BlocksExamples | |Big Ideas Design Research | 10 | Building Blocks | | Examples Big Ideas WHERE: Artificial or Contextual > Artificial environments: • Assess perception, cognition, usability • Directional insights (CMF, concept) • Greater participation by team • Cost effective > Contextual environments: • Greater recall • See and discuss actual work/play experiences • Understand adoption and usage ©2008 LEXTANT

Design Research | 10 MythsMyths | Building Blocks | Examples| |Big Ideas Design Research | 10 | Building Blocks | Examples Big Ideas Examples > American Eagle Outfitters • Methods used: ~ Self-documentation ~ Contextual interview ~ Participatory (co-creation) exercises > Samsung • Methods used: ~ Self-documentation ~ Participatory (co-creation) exercises ~ Insight Translation ©2008 LEXTANT

Design Research | 10 Myths | Building Blocks | Examples | ||Big Ideas Design Research || 10 Myths || Building Blocks || Examples Big Ideas Research 10 Myths Building Blocks Examples Big Ideas Big Ideas > Avoid the myths. > Use the right techniques to answer the right questions within the project constraints. > Consider the building blocks when developing Design Research methods. ©2008 LEXTANT

People Can’t Tell You What They Want – and nine other design research myths.

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