User Research

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    Notes on slide 1

    Pleasure-based Design

    Printed List of Questions+++ Fairly economical in terms of time involved and possibilities of distribution to large numbers+++ investigator does not have to be present - - low response rates (ca. 25%)- - - sample of responses is likely to be skewed towards the people with strong feelings (i.e. very positive or very negative experiences)

    Face to face, online chat or telephone+++ likelihood of misinterpreting questions is minimised due to investigator being at close hand+++ sample is less self-selecting than with questionnaires- - - Demanding on investigator’s time- - - Participant’s responses may be influenced by investigator’s presence (more moderate)

    +++ can be used at any stage of the development+++ The group dynamics can bring out the issues that really matter, and ones the researcher hadn’t considered- - - The group dynamics can mean one party is domineering or others very quiet – this needs managing the the facilitator

    +++Efficient to get people’s reaction to products and designs, and also find out the reason why they react this way+++ Opportunity to get rich, prescriptive accounts- - Participant may rationalise, try to explain or justify initial feelings- - - Participant may try to please investigator, or reacts in some way to their presence/purpose

    +++minimise investigator’s influence+++ agenda is driven by the participant+++ perception of freedom, results in greater disclosure+++ enjoyable for participant+++ good, convincing evidence- - participants may go off topic - - - statements may to be ambiguous, interpretation of statements happens later

    +++ Speaking with a friend: ‘unprompted’, more natural

    +++ low investment of investigator’s time and effort+++ can monitor people’s experiences over time+++ responses are created in the real world context, which is relevant to the individual participant- - participants may not be disciplined or motivated enough to complete the entries - - - Descriptions may be insufficient or irrelevant

    +++ Direct way of involving the people concerned in the design process+++ Designers and participants (consumers) communicate directly- - demanding for participants (time and nature of task)- - - participants are not experts, may not come up with feasible solutions- - - participants may not feel entitled to offer solutions

    +++ first-hand insight into what it is REALLY like to experience this product+++ cuts out miscommunication and misunderstanding+++ investigator gains a sense of empathy+++ probably best in combination with another research method- - not necessarily representative - - investigator has a vested interest

    +++ relationship between people’s decisions and values, attitudes, associations- - time consuming for investigator and participant- - demanding for participant- - - rationalisation of responses

    Creator’s imagination OR based on ethnographic research!

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    User Research - Presentation Transcript

    3. Usability
      Concerned with ‘ease of use’ (only cognitive & physical factors)Products should be:
      Effective
      Efficient
      Satisfactory (avoidance of physical and cognitive discomfort)
    4. Interaction Design / Experience Design
      Concerned with the whole human range of hopes, fears, dreams, aspirations, principles & tastesProducts should be:
      Pleasurable, affective, speaking to emotions
      Personable, subjective, supporting relationships
      Culturally relevant
    5. “The Human Formerly Known as User”
      Need to create a richer picture of the person to design for
      Holistic understanding of people
      Not all quantifiable – empathy, intuition plays a part
    6. Formal / Experiential design properties
      Formal properties: can be objectively measured, clear & unambiguous definition (i.e. colour or shape)
      Experiential properties: individually experiencing the product in context
    7. People Characteristics
      Physio-characteristics
      Characteristics that are to do with the body – functioning, size & appearance of body etc.
      Socio-characteristics
      Characteristics that are to do with a person’s relationship with others, self and society
      Psycho-characteristics
      Characteristics that are to do with cognitive and emotional states, capabilities, and traits
      Ideo-characteristics
      Characteristics that are to do with people’s values – tastes, morals, beliefs and aspirations
    8. User Research Methods
      Decide: at what stage?
      Before design concept (i.e. research precedents)
      Testing design concept
      Testing prototype
      Iterative
      Evaluate: Which disadvantages are calculable?
    9. (User) Research Methods
    10. Questionnaire
      Fixed Response
      Multiple choice
      Response scale (e.g. 5 point: ‘strongly agree’, ‘agree’ ,’not sure’, ‘disagree’, ‘strongly disagree’)
      Reliability (repeatable?), Validity (measuring the right thing?)
      Open Ended Response
      Particularly useful to ‘generate’ information, rather than testing
      Questions can be framed broadly
    11. Interview
      Unstructured
      Open-ended questions
      Participant steers discussion
      Semi-structured
      Investigator has some ideas about what is to be covered, and tries to ensure this is done
      Participant is still able to raise issues important to them
      Structured
      Participants choose from pre-set responses (multiple choice or scales)
    12. Focus Group
      Discussion leader + group of participants (5-6 for usability)
      Set of prompts and management of discussion
    13. Think aloud Protocols
      Participant uses product/concept
      Verbalising thoughts as they experience
      May be prompted by investigator
    14. Private Camera Conversation
      One or two participants
      after or during experiencing a product / design concept
      Or talking about products / services in general
    15. Co-Discovery
      2 people, usually friends or acquaintances
      Exploring product/design concept/ prototype
      May be set specific tasks
      Communicating as they make sense of the experience
    16. Experience Diaries
      Participants fill these in over a period of time at home
      They may be supplied with a list of questions to consider
    17. Participative Creation
      Group of participants and designers discuss issues of design
      Participants give suggestions for design, list requirements or get involved in mock-ups
    18. Immersion
      Investigator experiences product/design/service themselves
      Mixture of expertise and experience
      Trying different tasks, under different circumstances
    19. Laddering
      can go deeper into the participant’s sense-making, reveals fundamental values
      Can highlight how experiential and formal properties are linked and relate
    20. Scenarios and Personaes
      Create persona (user story) with comprehensive detail of human character and context
      Create scenario of use with actors’ goals, objectives and actions and events that should be faciliatated
      Puts ‘use’ at the center of design decisions
      Concrete, yet flexible
      Teams will work towards shared design rationale
      Develop empathy
      Supports thinking and doing: Action and Reflection – pushing beyond ‘static answers’
    SlideShare Zeitgeist 2009

    + University of PortsmouthUniversity of Portsmouth Nominate

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