Understanding
contexts of use
Miles Rochford | Nokia Design
interaction09, Vancouver
8 February 2009
All opinions expressed in this presentation are my own and do not necessarily represent the official view of Nokia.

http://www.jnd.org/NNg-Photographs/DonNorman2003-4.jpg

THE WAY I SEE IT
OPINION
Workarounds and Hacks:
The Leading Edge of Innovation
Donald A. Norman
Nielsen Norman Group and Northwestern University | norman@nngroup.com
For years I have been pondering innovative idea. Psychologists invention of these techniques.
the similarities and contradic- agree that this can happen, but Think lightbulb, radio, automo-
tions among the ways of coming they add the important caveat bile, telephone, television, home
up with new ideas for products. that chance favors the prepared computer, cooking equipment,
“Design research,” as this phase mind. These insights usually and for that matter, almost
is called, offers a wide range follow a prolonged period of everything that we use on a
of methods. The marketing intensive thought and study of daily basis.
community has long champi- the problem. Does this mean that we
oned focus groups, surveys, Do we need formal observa- should ignore the formal meth-
and questionnaires, whereas tional methods? When I talk ods? No, because great design-
the user-centered community to today’s foremost designers, ers are rare. And all of us have
favors observation, contextual most are scornful. At first, I seen the horrors that result
analysis, and ethnography. Each was quite disturbed by this when unskilled, unobservant
method has its proponents and attitude: Why were they so dis- designers, engineers, or pro-
detractors. missive of these methods? Was grammers create their prod-
I have also pondered the it just arrogance? The problem ucts. So what methods should
emphasis by most practitioners, is, I found their work excellent; those of us who are less skilled
abetted by many product-design if they were arrogant, it was use?
courses, to invent novel prod- well deserved. But further inter- I am not a fan of undirected,
ucts and services to fill the action with them convinced explorative ethnography. This
needs discovered through what- me that they were experts at is an excellent procedure for
ever form of design research the human-centered design, except developing our scientific under-
group practices. This pondering that they did it informally, standing of human behavior,
led to my “Filling Much-Needed without the fuss and formality but it is too diffuse for practical
application. I prefer directed
Holes” column in the January + that we ascribe to the activities.
[1] Norman, D. A.
observation: Search out the
February 2008 issue of interac- Great designers are like great “Filling Much-needed
Holes.” interactions 15,
workarounds, hacks, and clever
tions, where I suggested that novelists: scrupulous observers no. 1 (2008): 70–71.
improvisations of everyday
although many of our clever of human behavior. Although
life. That’s where the answers
ethnographic and field meth- they are scornful of formal
lie: someone else has already
ods are designed to find unmet methods, they themselves are
July + August 2008
encountered the need, someone
needs, most are far better off if expert practitioners of observa-
else has already hinted at a
they stay unmet [1]. tion, and if you can corner them
solution.
Where do new ideas come in a quiet room (or better yet, a
Nokia’s designers, the New
from? How should designers noisy bar), they will brag about [2] Holson, Laura M.
York Times tells us, visited China
create, transform, innovate? those abilities. “Hoping to Make Phone
Buyers Flip “ New York
and noticed people using the
Some assume that inspira- Moreover, the great inven- Times, 29 February,
2008. sec. C1, p.8.
backlight from their mobile
tion strikes suddenly in the tions that have changed our
interactions
phones as a source of light, so
night: Without warning insight lives did not come into being
they added a penlight to some
strikes, and the inventor through our ethnographic
of their phones [2].
astounds all with a powerful, methods: They preceded the
47
IA XV-4.V19.indd 47 6/19/08 3:23:33 PM
http://www.jnd.org/NNg-Photographs/DonNorman2003-4.jpg

THE WAY I SEE IT
OPINION
Workarounds and Hacks:
The Leading Edge of Innovation
Donald A. Norman
Nielsen Norman Group and Northwestern University | norman@nngroup.com
For years I have been pondering innovative idea. Psychologists invention of these techniques.
the similarities and contradic- agree that this can happen, but Think lightbulb, radio, automo-
tions among the ways of coming they add the important caveat bile, telephone, television, home
up with new ideas for products. that chance favors the prepared computer, cooking equipment,
“Design research,” as this phase mind. These insights usually and for that matter, almost
is called, offers a wide range follow a prolonged period of everything that we use on a
of methods. The marketing intensive thought and study of daily basis.
community has long champi- the problem. Does this mean that we
oned focus groups, surveys, Do we need formal observa- should ignore the formal meth-
and questionnaires, whereas tional methods? When I talk ods? No, because great design-
the user-centered community to today’s foremost designers, ers are rare. And all of us have
favors observation, contextual most are scornful. At first, I seen the horrors that result
analysis, and ethnography. Each was quite disturbed by this when unskilled, unobservant
method has its proponents and attitude: Why were they so dis- designers, engineers, or pro-
detractors. missive of these methods? Was grammers create their prod-
I have also pondered the it just arrogance? The problem ucts. So what methods should
emphasis by most practitioners, is, I found their work excellent; those of us who are less skilled
abetted by many product-design if they were arrogant, it was use?
courses, to invent novel prod- well deserved. But further inter- I am not a fan of undirected,
ucts and services to fill the action with them convinced explorative ethnography. This
needs discovered through what- me that they were experts at is an excellent procedure for
ever form of design research the human-centered design, except developing our scientific under-
group practices. This pondering that they did it informally, standing of human behavior,
led to my “Filling Much-Needed without the fuss and formality but it is too diffuse for practical
application. I prefer directed
Holes” column in the January + that we ascribe to the activities.
[1] Norman, D. A.
observation: Search out the
February 2008 issue of interac- Great designers are like great “Filling Much-needed
Holes.” interactions 15,
workarounds, hacks, and clever
tions, where I suggested that novelists: scrupulous observers no. 1 (2008): 70–71.
improvisations of everyday
although many of our clever of human behavior. Although
life. That’s where the answers
ethnographic and field meth- they are scornful of formal
lie: someone else has already
ods are designed to find unmet methods, they themselves are
July + August 2008
encountered the need, someone
needs, most are far better off if expert practitioners of observa-
else has already hinted at a
they stay unmet [1]. tion, and if you can corner them
solution.
Where do new ideas come in a quiet room (or better yet, a
Nokia’s designers, the New
from? How should designers noisy bar), they will brag about [2] Holson, Laura M.
York Times tells us, visited China
create, transform, innovate? those abilities. “Hoping to Make Phone
Buyers Flip “ New York
and noticed people using the
Some assume that inspira- Moreover, the great inven- Times, 29 February,
2008. sec. C1, p.8.
backlight from their mobile
tion strikes suddenly in the tions that have changed our
interactions
phones as a source of light, so
night: Without warning insight lives did not come into being
they added a penlight to some
strikes, and the inventor through our ethnographic
of their phones [2].
astounds all with a powerful, methods: They preceded the
47
IA XV-4.V19.indd 47 6/19/08 3:23:33 PM
http://www.jnd.org/NNg-Photographs/DonNorman2003-4.jpg

About me
All opinions expressed in this presentation are my own and do not necessarily represent the official view of Nokia.
Miles Rochford

About Nokia Design
Nokia Corporation

What is context of use?
Why is it relevant to design?
How can you apply it?

What is context of use?
Why is it relevant to design?
How can you apply it?

http://en.wikipedia.org/wiki/File:Boeing_B-17G.png

What is context of use?

What is context of use?
The right thing,

What is context of use?
The right thing,
at the right time,

What is context of use?
The right thing,
at the right time,
in the right place,

What is context of use?
The right thing,
at the right time,
in the right place,
for the right person.

What is context of use?
The right thing,
at the right time,
in the right place,
for the right person.

Example: Ocado
http://www.flickr.com/photos/bitful/2419725762/

Example: Ocado
Right thing Low cognitive load
Right time Unpack quickly (or partially)
Right place In your kitchen
Right person Busy (or lazy) people

What is context of use?
Why is it relevant to design?
How can you apply it?

Why are we here?
To create interactions that go beyond
peoples’ needs and expectations.
We want to become better designers.

How can we be better designers?
http://www.uie.com/articles/five_design_decision_styles
Unintended Design
Self Design
Genius Design
Activity-Focused Design
People-Focused Design

What does people-focused mean?

What does people-focused mean?
Nokia Design
People are our inspiration.
Observe, then design.

What does people-focused mean?
http://www.designcouncil.org.uk/en/About-Design/
UK Design Council
Design the right thing, design the thing right.

What is context of use?
Why is it relevant to design?
How can you apply it?

europe.nokia.com/lifetools

Tom Jenkins, Manu Zavattaro, Eddie Shannon, Miles Rochford

Later, back in the studio...
Tom Jenkins

Design Cluedo.
Cluedo ™ & © www.hasbro.com

How can we do this better?

How can we do this better?
Define.
Document.
Deliver.

Define.
Identify your different contexts:
What? Where? When? Who?
Establish your laws of physics.

Define. Document.
How do your laws of physics impact
on the interactions you are designing?
Prioritise. Compromise?

Define. Document. Deliver.
Create great interactions for each of your
different contexts.

How can you apply it?
Define. Laws of physics.
Document. Prioritise. Compromise?
Deliver.

So now what?
Take it home with you.
Try it out next week.
Rinse, repeat.

What is context of use?
Why is it relevant to design?
How can you apply it?

What is context of use?
The right thing,
at the right time,
in the right place,
for the right person.

“[Designers need a]
fearlessness of really listening”
Shelley Evenson, Carnegie Mellon University
Service Design Network, November 2008, Amsterdam
http://www.design.cmu.edu/files/shelleyevenson_100x100.jpg

Empathy.
The one tool you
need as a designer.

Thank you. Merci.
Kiitos.

Thank you. Merci.
Alastair Curtis (Nokia Chief Designer) for his support.
Nokia (UK) Limited for assisting in funding this trip.
The Nokia Design Service & UI Design team (especially Joe, Tom, Eddie,
Manu and Bill) for their comments and suggestions.
Flickr and Wikipedia contributors (see each slide for details).
The energy used to produce this presentation, including transport, was
provided by carbon neutral sources or offset through ClimateCare.org.

Questions?
miles.rochford@nokia.com
www.slideshare.net/rochford
@21five