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Research and Design Methods


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An overview of the approach and some of the design methods and tools we use at Mad*Pow. Presented at the 2012 Healthcare Experience Design Conference by Michael Hawley, Adam Connor, and myself.

An overview of the approach and some of the design methods and tools we use at Mad*Pow. Presented at the 2012 Healthcare Experience Design Conference by Michael Hawley, Adam Connor, and myself.

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  • 1. Research and Design MethodsMichael HawleyMegan GrockiAdam Connor@madpow
  • 2. Analysis Paralysis Stuck in a Agreeing onInfusing Research Creative Rut Design Decisions Into Design Finding Budget For Research Too Many Cooks In The CEO iPad the Kitchen Christmas Gift Effect Uniting a Team AroundToo Many Ideas a Common Vision Decision by Committee Loudest Customer Complaint Syndrome The Swoop and Poop @madpow
  • 3. ResearchExperience Visioning Design Studio @madpow
  • 4. Why Research? @hawleymichael @madpow
  • 5. Why Research? Design is Decision Making Copy Trends Experiment, Learn and Adjust Intuition or Preferences Informed by Research @madpow
  • 6. @hawleymichael @madpow
  • 7. When All Else Fails, Do It Anyway @hawleymichael @madpow
  • 8. Research Buzz Word Bingo Affinity Desirability Laddering Likert Scales Tree Testing Diagraming Studies Rapid Iterative Card Sorting Eyetracking A//B Testing Field Studies Testing Contextual Heuristic First-click Site Surveys Mental Models Inquiry Reviews testing Galvanic SkinRepertory Grid Focus Groups Intercepts Collaging Response Unmoderated CustomerDiary Studies Task Analysis Cultural Probes Testing Feedback Panels Design Triading Mood Maps 5-Second Test Web AnalyticsEthnography @hawleymichael @madpow
  • 9. Step 1: What Question You Are Answering? User Task/Workflow Concept Business Usability @hawleymichael @madpow
  • 10. Step 2: What Data Source Do You Have? @hawleymichael @madpow
  • 11. Step 3: Where Are You In the Design Process? Strategy and Inspiration Optimization and Refinement Benchmarking and AssessmentResearch Early feasibility, thinking about Still looking for opportunities, but Measuring design against priorGoal walking in the user’s shoes also narrowing down scope, versions and competition. looking for improvements to Validating ROI or identifying future structure, and minimizing risk opportunities.Methods Ethnography, contextual Card sorting, online usability A/B testing, SUMMI and SUS, inquiry, diary studies, surveys, testing, surveys, desirability vertical benchmarking, ongoing comparative studies, studies, naming studies user community commentary participatory activitiesInteractive Low-fidelity artifact testing, Mid-fidelity artifact testing, pre- High-fidelity usability testing, strictAssessment exploratory, looking for defined tasks, still plenty of set of tasks, statistical reactions moderator interaction. Iterative if considerations for post-task ad possible. post-test questionnaires. @hawleymichael @madpow
  • 12. Don’t Forget: Business Realitiesê  Agile Versus Waterfallê  Innovation versus Refinement/Improvementê  Marketing vs. Transactional vs. Informational Experiencesê  Skepticism of User-Centered Designê  Stakeholder Influenceê  Team Member Engagement and Observationê  Time & Budgetê  Access to Participants @hawleymichael @madpow
  • 13. Research ApproachUser- GeniusCentered Research DesignDesign Inspired Design @hawleymichael @madpow
  • 14. ResearchExperience Visioning Design Studio @madpow
  • 15. What do we do with the research?ICE BREAKING ê  Personas include a narrative, but sometimes we need more detail than a snapshot can showê  Journey models help us write and illustrate a story of interactions and relationships @megangrocki @madpow
  • 16. Bringing the audience to lifeICE BREAKING ê  Paradigm shift from systems of transaction to systems of engagement ê  It’s easy to get lost in data, but we can’t forget about the human elements span numerous channels. @megangrocki @madpow
  • 17. What is a journey model?ICE BREAKING @megangrocki @madpow
  • 18. What is a journey model?ICE BREAKING @megangrocki @madpow
  • 19. What is a journey model?ICE BREAKING @megangrocki @madpow
  • 20. What is a journey model?ICE BREAKING @megangrocki @madpow
  • 21. Potential vs. RealityICE BREAKINGê  How it could be (happy path)ê  How it really is (more realistic path) Source: Andrea Resmini & Dan Willis @megangrocki @madpow
  • 22. How are journey models used?ICE BREAKINGê  Create strategic vision prior to detailed designê  Build consensus with stakeholders, showing opportunities across the ecosystemê  Identify key interactions to prototype and test @megangrocki @madpow
  • 23. How do you make a journey model?ICE BREAKINGê  Identify the patients or usersê  Craft realistic scenariosê  Develop the best template typeê  Review research & fill gapsê  Create the journey map or modelê  Share and iterate (ongoing)ê  Don’t forget to use them! @megangrocki @madpow
  • 24. What BREAKING in a journey?ICE do you includeê  Goals ê  Perceptionsê  Timeline ê  Motivesê  Emotions ê  Expectationsê  Touch Points ê  Audioê  Actions ê  Videoê  Opportunities Photo: Alinea Restaurant @megangrocki @madpow
  • 25. Telling the story and keeping the journey aliveICE BREAKING ê  Shout from the rooftops! ê  Display prominently in common work areas ê  Invite the personas and their journey models to meetings ê  When new research is done, update the journey model Photo: Daniel A. Norman @megangrocki @madpow
  • 26. ResearchExperience Visioning Design Studio @madpow
  • 27. Observe / SynthesizeEvaluate Create / Refine @adamconnor @madpow
  • 28. Solution Solution Solution Solution Solution SolutionObserve / SolutionEvaluate Synthesize Solution Create / Refine Solution @adamconnor @madpow
  • 29. Challenges…ê  Getting consensus from stakeholders and team members on which concepts to eliminate, which should be refined and eventually choosing one, can take a very long timeê  Never enough time and money to fully flesh out and evaluate every idea with usersê  As projects progress, new requirements and constraints often emerge @adamconnor @madpow
  • 30. Solution Solution Solution Solution Observe / Synthesize Solution Solution Solution Evaluate SolutionDesign Studio = + Create / Refine Solution @adamconnor @madpow
  • 31. Sketch  Present  Critique @adamconnor @madpow
  • 32. Sketch  Present  Critique @adamconnor @madpow
  • 33. Sketch  Present  Critique @adamconnor @madpow
  • 34. Sketch  Present  Critique @adamconnor @madpow
  • 35. The Setup @adamconnor @madpow
  • 36. Materialsê  Personasê  Scenariosê  Business Goalsê  Design Principles @adamconnor @madpow
  • 37. More Materialsê  A timerê  Paperê  Black markersê  Tape/drafting dotsê  Butcher paper (optional)ê  Red & green markers (optional) @adamconnor @madpow
  • 38. Sketch, Present, Critique @adamconnor @madpow
  • 39. Notes on Critiqueê  Focus on how/why a design does or doesn’t satisfy a goal or user need.ê  Ask questions when necessary.ê  Presenters should clarify aspects of their design when necessary, and avoid getting defensive.ê  Don’t get stuck on avoiding “I like...” and “I don’t like…”. Just bring it back to the scenario, personas and goalsê  Avoid problem solving. @adamconnor @madpow
  • 40. And now back to sketching…2 more roundsê  Individuals focus on a single solution (of their choosing)ê  Groups collaborate and define a single solution together @adamconnor @madpow
  • 41. The Aftermath @adamconnor @madpow
  • 42. Additional Benefits…ê  Good ideas can come from anywhereê  Builds a shared understanding of the problem space and the different perspectives individual team members have of itê  Speeds up the design timeline in a projectê  Builds a shared sense of ownership and collaboration in the creation of the solutionê  Gives non-designers an opportunity to understand the ramifications that various decisions have on aspects of the design @adamconnor @madpow