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Well, We've Done All This Research, Now What?
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Well, We've Done All This Research, Now What?

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One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that ...

One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. We've long heard the lament "Well, we got this report and it just sat there. We didn't know what to do with it." But design research (or ethnography, or user research, or whatever the term du jour may be) has also become standard practice, as opposed to something exceptional or innovative. That means that designers are increasingly involved in using contextual research to inform their design work. Ongoing acceptance of design research has increased the ranks of designers and others who feel comfortable conducting user research. But analysis and synthesis is a more slippery skill set, and we see how easy it is for teams to ignore (more out of frustration than anything malicious) data that doesn't immediately seem actionable. This workshop gives people the tools to take control over synthesis and ideation themselves by breaking it down into a manageable framework and process.

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Well, We've Done All This Research, Now What? Well, We've Done All This Research, Now What? Presentation Transcript

  • Well, We’ve Done All This Research, Now What? Steve Portigal1 @steveportigal
  • Click to edit Master title styleIntroductionWell, We’ve Done All This Research, Now What? 2 Portigal
  • TodayClick to edit Master title style Introduction 15:00 – 15:10 Observation Exercise 15:10 – 15:40 Synthesis 15:40 – 16:30 Break 16:30 – 17:00 Synthesis 17:00 – 17:10 Ideation 17:10 – 17:50 Share 17:50 – 18:15 Prioritization time permitting 18:15 – 18:20 Q&A + Wrap-up 18:20 – 18:30Well, We’ve Done All This Research, Now What? 3 Portigal
  • Click to edit Master title style Portigal We help companies discover and act on new insights about their customers and themselvesWell, We’ve Done All This Research, Now What? 4 Portigal
  • Use to edit Master title styleClickfieldwork throughout the development cycle Take a fresh look at people Use existing ideas as hypotheses What to Refine & Launch make or do prototype Iterate & improve Explore new ideasWell, We’ve Done All This Research, Now What? 5 Portigal
  • Synthesis & ideation processClick to edit Master title style Fieldwork Synthesis Ideation DevelopmentWell, We’ve Done All This Research, Now What? 6 Portigal
  • Click to edit Master title styleHomework/Observation ExerciseWell, We’ve Done All This Research, Now What? 7 Portigal
  • Homework Master title styleClick to editCheck-inYour mission: Dedicate at least half an hour to walking around andobserving people in your neighborhoodWell, We’ve Done All This Research, Now What? 8 Portigal
  • Homework Master title styleClick to editCheck-inWho was able to do the assignment?Was this anyone’s first experience doing observationalfieldwork?Is there anyone who has not done user or observational researchin the field?Well, We’ve Done All This Research, Now What? 9 Portigal
  • ObservingClick to edit Master title styleNotice what… people,placesNotice how… processes,sequences, interactionsSuspend your point of viewAvoid conclusionsAllow confusion Steve, practicing his “noticing.” You can tellDo it “out loud” because he looks like he may be a little confused.Well, We’ve Done All This Research, Now What? 10 Portigal
  • Cultural contextClick to edit Master title styleYou’re observing people withintheir culture. Notice how culturalartifacts reflect and define theenvironment; and reveal what is“normal”Normal isn’t “right or wrong” – it’sthe set of background rules thatdefine much of what peoplechoose or ignore What are they selling? Media Products Advertisements Street Culture Trends/ FadsWell, We’ve Done All This Research, Now What? 11 Portigal
  • Cultural contextClick to edit Master title styleWell, We’ve Done All This Research, Now What? 12 Portigal
  • Cultural contextClick to edit Master title styleWell, We’ve Done All This Research, Now What? 13 Portigal
  • Cultural contextClick to edit Master title styleWell, We’ve Done All This Research, Now What? 14 Portigal
  • Exercise: Explore!Click to edit Master title styleYour mission: Imagine you areworking on a project forGentrific8, looking for inspirationfor neighborhood redevelopmentfrom the Lisbon EasternBusiness District.Form groups of 2 – 3. Mix it up• Wander and observe people, interactions and environments• Do it out loud!• Capture (photos, notes) • What, who, where, when? • Why, how?This is not a design audit ofsignage or merchandise displaysWell, We’ve Done All This Research, Now What? 15 Portigal
  • Neighborhood observations:Click to edit Master title style Noe Valley, San FranWell, We’ve Done All This Research, Now What? 16 Portigal
  • Neighborhood observations:Click to edit Master title style Noe Valley, San FranWell, We’ve Done All This Research, Now What? 17 Portigal
  • Neighborhood observations:Click to edit Master title style Montara, CaliforniaWell, We’ve Done All This Research, Now What? 18 Portigal
  • Exercise: Explore!Click to edit Master title style We resume at 15:40!Well, We’ve Done All This Research, Now What? 19 Portigal
  • Click to edit Master title styleSynthesis: From data to insightsWell, We’ve Done All This Research, Now What? 20 Portigal
  • Synthesis & ideation process Click to edit Master title styleAnalysis Synthesis Insights Opportunities Ideation Strategies Solutions Detailed solutions Well, We’ve Done All This Research, Now What? 21 Portigal
  • Why to edit Master title styleClick a process? Fieldwork Synthesis Ideation DevelopmentWell, We’ve Done All This Research, Now What? 22 Portigal
  • Avoid jumping to conclusionsClick to edit Master title styleWell, We’ve Done All This Research, Now What? 23 Portigal
  • DTDT: edit Master title styleClick toAnalysis vs. Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, storiesWell, We’ve Done All This Research, Now What? 24 Portigal
  • DTDT: edit Master title styleClick toAnalysis vs. Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, storiesWell, We’ve Done All This Research, Now What? 25 Portigal
  • DTDT: edit Master title styleClick toAnalysis vs. SynthesisThe process gradually moves from one to the other Combining multiple pieces into something new e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, storiesWell, We’ve Done All This Research, Now What? 26 Portigal
  • Analthesis????Click to edit Master title style Combining multiple pieces into something new e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, storiesWell, We’ve Done All This Research, Now What? 27 Portigal
  • More narratively, what is synthesis?Click to edit Master title styleSense-making through an iterativeprocess of refining gathered dataEarly, Informal data in your headFirst, process the experience youhad collecting data• Refer to debriefs and conversations• Articulate and identify themes• Outcome: Topline ReportProcess-based, Formal heavy lifting Review, Refine, Rinse, RepeatThen, process the data itself• Individual and group analysis• Pattern-identification, clustering, models, frameworks• Outcome: OpportunitiesWell, We’ve Done All This Research, Now What? 28 Portigal
  • In-field edit MasterClick todebriefing title styleSynthesis naturally begins inthe field • Resist meaning (for now) • Focus on observations • Get the detailCreate time to talk after eachfieldwork experience • Worksheet to facilitate the debriefWrite up real-time summaries for Fieldwork highlights captured in the wild.the team, ASAPWell, We’ve Done All This Research, Now What? 29 Portigal
  • Early, informal synthesis (dataClick to edit Master title style in your head)After fieldwork, collate reflectionsand quickly externalize a starter setof 5 to 10 thematic areas based on • Pre-identified areas of inquiry • Refer to debriefs and conversations from the field • New patterns that we observedIdentify interesting areas;acknowledge that you don’tunderstand details yet, identifyquestionsOutcome: Topline Report All right researchers… what did you see?Well, We’ve Done All This Research, Now What? 30 Portigal
  • The to edit ReportClickTopline Master title styleThis sheds light on what excites the team and the stakeholders andbrings focus to the next stage of synthesisWell, We’ve Done All This Research, Now What? 31 Portigal
  • Process-based, formal styleClick to edit Master titlesynthesis (heavy lifting)Go back through your raw datavery closely to move beyond theTopline ReportIndividually (heads-down) andcollaboratively (heads-up) i.e.: What did other public announcements in the study look like? What are the layers of information and cultural context? What form factors are favored? Why?Well, We’ve Done All This Research, Now What? 32 Portigal
  • Individual analysis title styleClick to edit Master(not today)Heads down! • Video • Photos, field artifacts • Transcripts • DV→MP3→FTP→.docxTranscript analysis • Make marginal notes on patterns, quotes, or what seems interesting • Ask yourself questions; give labels; propose solutions • Don’t worry about implications, be descriptive and reactiveWell, We’ve Done All This Research, Now What? 33 Portigal
  • Individual analysis title styleClick to edit Master(not today)If you can’t get transcripts, watchvideo/listen to audio (even sped-up) and in near real-time jotdown the rough narrative of thesession • When you make an observation in your own voice, do something typographic to call it out (ALL CAPS, highlight, etc.)Well, We’ve Done All This Research, Now What? 34 Portigal
  • Collaborative analysisClick to edit Master title styleHeads up!Present each interview (etc.) asa case study. Introduce each,and pick out the provocativehighlights.Voice and document reactions,a-has, support and questions • Clustering with stickies • White-board notesDevelop a new shared point-of-view, beyond “findings”Well, We’ve Done All This Research, Now What? 35 Portigal
  • More individual analysis (notClick to edit Master title style today)Spreadsheet analysis enables immersive refinement of dataPlay with data by generating alternate views of the dataset • Rewrite each sticky in a cell (adding commentary, explanation, context, quote) • Processing each entry allows further synthesis and thought Tag each comment with Categories of Comment person, segment, market etc. columns will comes from to allow you to manipulate data vary by project rewritten stickyWell, We’ve Done All This Research, Now What? 36 Portigal
  • Developing Master title styleClick to edit opportunitiesOpportunities are not • A reporting of “interesting findings” • A list of solutions Keep the human touch in communication Allow people to moveOpportunities are seamlessly between places Allow people to integrate • Change we can envision based on seamlessly across different what we heard and observed devices and systems • About people • In the context of, but reframing the What should we do? business questions • Generative, inviting many solutionsWell, We’ve Done All This Research, Now What? 37 Portigal
  • Summary of analthesis styleClick to edit Master title activitiesTopline Individual Collaborative Individual Opportunities Analysis Analysis Analysis Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systemsExternalize the data The heavy lifting Play with individual Play with the entire Determine generativein your head data elements data set directionsWell, We’ve Done All This Research, Now What? 38 Portigal
  • Exercise: Develop topline (10Click to edit Masteratitle style minutes)Get in groups of 4Quickly review what happened (todayand from your homework) and whatyou saw. Collate reflections. Resist theurge to move too far towardsconclusions • Don’t refer to notes or photos yet • Keep your own experiences, existing hypotheses, cultural clichés, etc. in the backgroundDevelop 3 - 5 themes as a “ToplineReport” sketching out the bigtakeaways, leading into furthersynthesis • Don’t fuss over exact wording All right researchers… what did you see?Well, We’ve Done All This Research, Now What? 39 Portigal
  • Exercise: Develop title styleClick to edit Masterfindings (10 minutes)Evolve your “Topline Report;” flesh outand enrich themes • Write your themes and put them up • Leave space for new ones • Now (!) tell stories from the field (from your neighborhood and today), using photos, notes and memoryRethink the relationships between thethemes, pick your strongest themesand write a sentence with a point ofview • Go from “Graffiti everywhere” and “Teen gangs hanging out” to “Public spaces in the neighborhood are used to communicate identity and belongingness”Well, We’ve Done All This Research, Now What? 40 Portigal
  • Break!Click to edit Master title styleWell, We’ve Done All This Research, Now What? 41 Portigal
  • Exercise: Identify opportunitiesClick to edit Master title style (10 minutes)Build on your findings • Start each opportunity with a verb Keep the human touch in communicationOpportunities are not Allow people to move • A reporting of “interesting findings” seamlessly between places • A list of solutions Allow people to integrate seamlessly across different devices and systemsOpportunities are • Change we can envision based on what What should we do? we heard and observe • About people • In the context of but reframing the business questions • Generative, inviting many solutionsWell, We’ve Done All This Research, Now What? 42 Portigal
  • Click to edit Master title styleIdeation: From insights to solutionsWell, We’ve Done All This Research, Now What? 43 Portigal
  • Ideation questionsClick to edit Master title styleA simple step moves you fromOpportunities to IdeationQuestions, reframing them How can we keep the human touch ininto actionable language communication How can we allow people to move seamlessly between places How can we allow people to integrate seamlessly across different devices and systems Ideate!Well, We’ve Done All This Research, Now What? 44 Portigal
  • Scope edit MasterClick toof solutions title styleSolutions exist across manydifferent business areas Functionality Visual design Marketing Architecture Public Services Partnerships Events Software Form factor Packaging Policy Retail designEven if you are unlikely to impact How many business and civic areas to impactcertain business areas, it’s crucial can you spot in this picture?that you set that constraint asidefor ideationWell, We’ve Done All This Research, Now What? 45 Portigal
  • Developing Master titleClick to edit strategies styleResponses to any ideation question can lead in different strategic directionsFinding: Students have to smoke outside, but they get cold and wetOpportunity: Improve the experience of students who smokeIdeation Question: How can we improve the experience of studentswho smoke? Support underlying needs Question needs and and behavior by embracing behavior, seek change by the finding challenging the finding Create a protected Eliminate smoking environment for smokingWell, We’ve Done All This Research, Now What? 46 Portigal
  • Strategies can inspire solutionsClick to edit Master title styleFinding: Students have to smoke outside, but they get cold and wetOpportunity: Improve the experience of students who smokeIdeation Question: How can we improve the experience of students whosmoke? Strategies Create a protected Eliminate smoking environment for smoking Solutions Facilities Admin Partners Online Admin Partners Build a Allocate Align with Smoking Ban Stop pavilion interior nearby cessation smoking smoking room cafe games coachesWell, We’ve Done All This Research, Now What? 47 Portigal
  • Solutions can suggest strategiesClick to edit Master title styleFinding: Students have to smoke outside, but they get cold and wetOpportunity: Improve the experience of students who smokeIdeation Question: How can we improve the experience of students whosmoke? Strategies Create a protected Eliminate smoking environment for smoking Solutions Admin Admin Allocate Ban interior smoking roomWell, We’ve Done All This Research, Now What? 48 Portigal
  • Collaborative generationClick to edit Master title styleThis is a collective, out-loud activity!Talk, listen, build on each other’sideas • Don’t worry about a “bad” idea… it may lead to a “good” ideaDon’t correct; generate alternatives • “Yes, and…”This is a visual activity! Sketch,draw… • Quantity over quality; go quicklyIndividual ideas matter less than How can a sour lemon help keep things workingwhat the collective produces overall smoothly?Well, We’ve Done All This Research, Now What? 49 Portigal
  • Stuck?Click to edit Master title styleCome up with bad ideas • Immoral • Dangerous • Bad for businessWell, We’ve Done All This Research, Now What? 50 Portigal
  • Don’t forget your second wind Click to edit Master title stylePace of ideageneration Obvious but necessary, problem-solving, need-filling, low- hanging fruit Time Well, We’ve Done All This Research, Now What? 51 Portigal
  • Don’t forget your second wind Click to edit Master title stylePace of ideageneration Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Well, We’ve Done All This Research, Now What? 52 Portigal
  • Summary of ideation exercises Click to edit Master title style Questions Business Areas Ideation and SharingHow can we keep the human touch in communicationHow can we allow people to move seamlessly between placesHow can we allow people to integrate seamlessly across different devices and systems Ideate! Shift to “How can Figure out where Remember, “Yes, and…” we…?” we can playWell, We’ve Done All This Research, Now What? 53 Portigal
  • Exercise: Ideation questionsClick to edit Master title style (2 minutes)Apply How can we…?to each of your Opportunities How can we keep the human touch in communication How can we allow people to move seamlessly between places How can we allow people to integrate seamlessly across different devices and systems Ideate!Well, We’ve Done All This Research, Now What? 54 Portigal
  • Exercise: Business title styleClick to edit Master areas (3 minutes)Let’s collectively list possiblebusiness areas to design for • Think about whatever Gentrific8 could do or affectUse this list as a starting point Functionality Visual design Marketing Architecture Public Services Partnerships Events Software Form factor Packaging Policy How many business and civic areas to impact Retail design can you spot in this picture? IncentivesWell, We’ve Done All This Research, Now What? 55 Portigal
  • Exercise: Ideation (35 minutes)Click to edit Master title styleUse your ideation questions togenerate strategies and solutions • Out loud • Visual • CollaborativeConsider the range of possiblebusiness areas Apply lemon as needed.Bounce back and forth betweengenerating strategies andsolutionsMost ideas will not turn out to bewinners; the goal is to practice Don’t forget your second windconnecting research data tosolutionsWell, We’ve Done All This Research, Now What? 56 Portigal
  • Exercise: Share (25 minutes)Click to edit Master title styleQuickly align on your team’s bestideas and messageChoose a messenger The wise team will choose a bold, expressive spokespersonWell, We’ve Done All This Research, Now What? 57 Portigal
  • PrioritizationClick to edit Master title styleWell, We’ve Done All This Research, Now What? 58 Portigal
  • Big group votingClick to edit Master title styleWell, We’ve Done All This Research, Now What? 59 Portigal
  • Small group ranking…and reconciliation Click to edit Master title styleColor indicates voting winner Ranking factors may even include how clear the idea is Well, We’ve Done All This Research, Now What? 60 Portigal
  • Click to edit Master title styleWrap UpWell, We’ve Done All This Research, Now What? 61 Portigal
  • How to edit use frameworksClick expertsMaster title style Fieldwork Synthesis Ideation DevelopmentWell, We’ve Done All This Research, Now What? 62 Portigal
  • Coming up!Click to edit Master title style A book by Steve Portigal The Art and Craft of User Research Interviewing http://rosenfeldmedia.com/books/user-interviews/Well, We’ve Done All This Research, Now What? 63 Portigal
  • Click to edit Master title style I’ve got a tip (that you didn’t cover) that works Yeah, I’ve well for me… got a question for ya… One new thing I learned today is…Well, We’ve Done All This Research, Now What? 64 Portigal
  • Click to edit Master title styleThank you!Portigal Consulting @steveportigalwww.portigal.com steve@portigal.com Well, We’ve Done All This Research, Now What? 65 +1-415-894-2001 Portigal