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Insight Inspired Innovation: How to use research as creative fuel. Presented at the Expert Forum of CPSI (Creative Problem Solving Institute) 2012 in Atlanta, GA.

Insight Inspired Innovation: How to use research as creative fuel. Presented at the Expert Forum of CPSI (Creative Problem Solving Institute) 2012 in Atlanta, GA.

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  • Where emphasis is on me lecturing and where emphasis is interactive. Best practices for discussion during lecture: keep it relevant to what we’re talking about, this is most fair to everyone else here.
  • At each point in the development process, the questions you have are different, and so the ways you utilize research are different. But get out there and talk to customers regularly!
  • ObjectivesRecruitingField GuideSchedulingReleaseIncentivesDocumentationManaging teams in the fieldStages of the interview
  • Avoid: Grouping by solutions to problems.

Insight Inspired Innovation Presentation Transcript

  • 1. 1 Tamara Christensen
  • 2. Click to edit Master title styleIntroductionInsight Inspired Innovation ‹#› Portigal
  • 3. TodayClick to edit Master title style Introduction [5 mins] Research [5 mins] What are we talking about here? Methods [5 mins] What are we doing when we do research? Synthesis [10 mins] What happens and how does it impact ideation? Ideation [15 mins] What are we doing when we do ideation? Ideate! [45 mins] Roll up your sleeves and grab some stickies! II2Reflect [10 mins] What did you learn? What questions do you have?Insight Inspired Innovation ‹#› Portigal
  • 4. Use to edit Master title styleClickresearch 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 ideasInsight Inspired Innovation ‹#› Portigal
  • 5. Synthesis & ideation processClick to edit Master title style Fieldwork Synthesis Ideation DevelopmentInsight Inspired Innovation ‹#› Portigal
  • 6. Click to edit Master title styleResearchInsight Inspired Innovation ‹#› Portigal
  • 7. What do I mean by title styleClick to edit Master “research?” • Ethnography • Ethnographic interviews • Video ethnography • In-depth interviews • Contextual research • Home visits • Site visits • Experience modeling • Design research • User research • User-centered design • One-on-ones • Camera studies • User safaris • GroupsInsight Inspired Innovation ‹#› Portigal
  • 8. What do I mean by title styleClick to edit Master “research?” • Ethnography • Ethnographic interviews • Video ethnography • In-depth interviews • Contextual research • Home visits • Site visits • Experience modeling • Design research • User research • User-centered design • One-on-ones • Camera studies • User safaris • GroupsInsight Inspired Innovation ‹#› Portigal
  • 9. Beyond our Master title styleClick to edit terminology, what are we doing? • Examine people in their own context • What are they doing? • What does it mean? • Infer (interpret/synthesize/etc.) • Find the connections • The researcher is the “apparatus” • Apply to business or design problems • Use products, services, packaging, design to tell the right story • More possible types of solutions than we started out withInsight Inspired Innovation ‹#› Portigal
  • 10. Click to edit Master title styleMethodsInsight Inspired Innovation ‹#› Portigal
  • 11. Ask people Master title styleClick to edit how they would solve a problemParticipatory design Engage people in the non-literal –Doesn’t mean we implement the through games and role-playing requested solution literally Uncover underlying principles and –“I wish it had a handle” explore areas of opportunity that don’t –Many ways to solve the underlying yet exist need (“I need to move it around”) –Designers work with this data to generate alternativesInsight Inspired Innovation ‹#› Portigal
  • 12. Show people a solutionClick to edit Master title style• Consider the difference between testing and exploring –Avoid “Do you like this?” –Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations• Make sure you are asking the right Image from Roberto and Worth1000.com questions –What does this solution enable? What problems does it solve? –Especially for new products, needed before getting into specifics of your implementationInsight Inspired Innovation ‹#› Portigal
  • 13. Use range of methods Clickato edit Master title style Before the interview, participant takes regular digital photosLogging or fills out a booklet documenting their activities Before the interview, participant saves up all their junk mail for two weeks to prompt our discussionHomework Workbook to capture beliefs, priorities, etc. In the interview, review wireframes, prototypes, simulations,Stimuli storyboards What’s in your wallet? What’s in your fridge? Sketch your idealized solutionExercises Draw a map of where you listen to music; draw a map that associates emotional and subjective factors Insight Inspired Innovation ‹#› Portigal
  • 14. Workbook: Master titleClick to editInstructions styleInsight Inspired Innovation ‹#› Portigal
  • 15. Workbook: Master title styleClick to editQuestion and answerInsight Inspired Innovation ‹#› Portigal
  • 16. Workbook: Master titleClick to editText stimuli styleInsight Inspired Innovation ‹#› Portigal
  • 17. Workbook: Master title styleClick to editVisual stimuliInsight Inspired Innovation ‹#› Portigal
  • 18. Workbook: Master titleClick to editResponses styleInsight Inspired Innovation ‹#› Portigal
  • 19. MappingClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 20. StoryboardsClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 21. MockupsClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 22. PrototypesClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 23. Casual edit SortClick to CardMaster title styleInsight Inspired Innovation ‹#› Portigal
  • 24. Methods can be a playgroundClick to edit Master title styleWe choose, mash-up, or create methods based on the problem, projectconstraints, and a desire to experimentBuild up a library of approaches and artifactsImmersive Field ResearchInsight Inspired Innovation ‹#› 24 Portigal
  • 25. Click to edit Master title styleSynthesis: From data to insightsInsight Inspired Innovation ‹#› Portigal
  • 26. Synthesis & ideation process Click to edit Master title styleAnalysis Synthesis Insights Opportunities Ideation Strategies Solutions Detailed solutions Insight Inspired Innovation ‹#› Portigal
  • 27. Why to edit Master title styleClick a process? Fieldwork Synthesis Ideation DevelopmentInsight Inspired Innovation ‹#› Portigal
  • 28. Avoid jumping to conclusionsClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 29. 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, storiesInsight Inspired Innovation ‹#› Portigal
  • 30. 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, storiesInsight Inspired Innovation ‹#› Portigal
  • 31. 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, storiesInsight Inspired Innovation ‹#› Portigal
  • 32. 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, storiesInsight Inspired Innovation ‹#› Portigal
  • 33. 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: OpportunitiesInsight Inspired Innovation ‹#› Portigal
  • 34. 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”Insight Inspired Innovation ‹#› Portigal
  • 35. 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”Insight Inspired Innovation ‹#› Portigal
  • 36. Sticky workClick to edit Master title styleEasy to scan for patterns and relationshipsPlay with data by rearranging individual elementsLo-fi way to makes data tangible, visible, andsharableInsight Inspired Innovation ‹#› Portigal
  • 37. Sticky workClick to edit Master title styleAs you are telling stories, quicklyget the key points (notes, themes,observations, quotes) up• Code with the source (interview name, etc.)Separate what was observed fromwhat you think it meansWrite big and try to code visually(e.g. colored dots, colored post-its,symbols)Insight Inspired Innovation ‹#› Portigal
  • 38. Sticky workClick to edit Master title styleGroup stuffBe opportunistic, using whatevermakes sense at first• You may want to re-use your topline headings or you may want to be fresh• Initial groupings might include: Goals Pain Points Tools Currently Used Participant Requests & IdeasInsight Inspired Innovation ‹#› Portigal
  • 39. Sticky workClick to edit Master title styleRe-group stuffNow, go back and re-group at ahigher level• What it means• What people are trying to accomplish (i.e., needs/motivations/goals)Insight Inspired Innovation ‹#› Portigal
  • 40. Sticky workClick to edit Master title styleName your groupsThese themes are the pointsof view you will carry forward• Individual stickies are supporting evidence you can return toInsight Inspired Innovation ‹#› Portigal
  • 41. Play to edit Master title style Click with possible models and frameworksRelationshipto other data Frequency Timeline The 2 x 2 Insight Inspired Innovation ‹#› Portigal
  • 42. Developing Master title styleClick to edit opportunitiesOpportunities ARE NOT • A reporting of “interesting findings” • A list of solutions allow people to easily access insights enable people to ideateOpportunities ARE together regardless of time or location • Change we can envision based on keep the human touch in what we heard and observed communication • About people • In the context of (but reframing) What should we do? the business questions • Generative, inviting many solutionsInsight Inspired Innovation ‹#› Portigal
  • 43. Click to edit Master title styleIdeation: From insights to solutionsInsight Inspired Innovation ‹#› Portigal
  • 44. Ideation questionsClick to edit Master title styleA simple step moves youfrom Opportunities allow people to easily access insights enable people to ideate together regardless of time or location keep the human touch in communication Ideate!Insight Inspired Innovation ‹#› Portigal
  • 45. Ideation questionsClick to edit Master title styleA simple step moves youfrom Opportunities to How might we allow people to easilyIdeation Questions, access insights?reframing them into How might we enable people to ideate together regardless of timeactionable language and or location?promoting divergent How might we keep the human touch in communication?thinking Ideate!Insight Inspired Innovation ‹#› Portigal
  • 46. Ideation questionsClick to edit Master title style What might be all the ways to allow people to easily access insights? What might be all the ways to enable people to ideate together regardless of time or location? What might be all the ways to keep the human touch in communication? Ideate!Insight Inspired Innovation ‹#› Portigal
  • 47. Ideation questionsClick to edit Master title style How to allow people to easily access insights? How to enable people to ideate together regardless of time or location? How to keep the human touch in communication? Ideate!Insight Inspired Innovation ‹#› Portigal
  • 48. Ideation questionsClick to edit Master title style In what ways might we allow people to easily access insights? In what ways might we enable people to ideate together regardless of time or location? In what ways might we keep the human touch in communication? Ideate!Insight Inspired Innovation ‹#› Portigal
  • 49. Ideation questionsClick to edit Master title style What’s the best way to allow people to easily access insights? What’s the best way to enable people to ideate together regardless of time or location? What’s the best way to keep the human touch in communication? Ideate!Insight Inspired Innovation ‹#› Portigal
  • 50. Ideation questionsClick to edit Master title style How might we allow people to easily access insights? How might we enable people to ideate together regardless of time or location? How might we keep the human touch in communication? Ideate!Insight Inspired Innovation ‹#› Portigal
  • 51. Well to edit questions styleClick framed Master titlecan lead to a flow stateInsight Inspired Innovation ‹#› Portigal
  • 52. 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 ideationInsight Inspired Innovation ‹#› Portigal
  • 53. Scope edit Master title styleClick toof solutions: Ideate!Solutions exist across manydifferent business areas Functionality Visual design Marketing Architecture LET’S IDEATE!! Public Services What Might Be All The… Partnerships business areas that exist within any organization Events that you can add to this Software list? Form factor Packaging Policy Retail designInsight Inspired Innovation ‹#› Portigal
  • 54. 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 smokingInsight Inspired Innovation ‹#› Portigal
  • 55. 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 coachesInsight Inspired Innovation ‹#› Portigal
  • 56. 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 roomInsight Inspired Innovation ‹#› Portigal
  • 57. 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 quickly How might we use a sour lemon help keep thingsIndividual ideas matter less than working smoothly?what the collective produces overallInsight Inspired Innovation ‹#› Portigal
  • 58. Stuck?Click to edit Master title styleCome up with bad ideas • Immoral • Dangerous • Bad for businessInsight Inspired Innovation ‹#› Portigal
  • 59. 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 Insight Inspired Innovation ‹#› Portigal
  • 60. 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 Insight Inspired Innovation ‹#› Portigal
  • 61. In fact, edit Master title style Click toPLAN for your second wind…Pace of ideageneration individual group Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Insight Inspired Innovation ‹#› Portigal
  • 62. In fact, edit Master title style Click toPLAN for your second wind…Pace of ideageneration short long term term Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Insight Inspired Innovation ‹#› Portigal
  • 63. In fact, edit Master title style Click toPLAN for your second wind…Pace of ideageneration evolution revolution Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Insight Inspired Innovation ‹#› Portigal
  • 64. In fact, edit Master title style Click toPLAN for your second wind…Pace of ideageneration safe wacky Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Insight Inspired Innovation ‹#› Portigal
  • 65. In fact, edit Master title style Click toPLAN for your second wind…Pace of ideageneration great terrible Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Insight Inspired Innovation ‹#› Portigal
  • 66. In fact, edit Master title style Click toPLAN for your second wind…Pace of ideageneration purging binging Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Insight Inspired Innovation ‹#› Portigal
  • 67. Ready edit Master Click toto ideate? title style Questions Business Areas Ideation Sharing (Check!) (Check!) 15 minutes 20 minutesHow can we allow people to easily access insightsHow can we enable people to ideate together regardless of time or locationHow can we keep the human touch in communication Ideate! Shift to “How Figure out where Remember, “Yes, Prioritize with passion might we…?” we can play and…” and purposeInsight Inspired Innovation ‹#› Portigal
  • 68. Exercise: Ideation questionsClick to edit Master title styleWe added How can we…?to each of these Opportunities How might we allow people to easily access insights? How might we enable people to ideate together regardless of time or location? How might we keep the human touch in communication? Ideate!Insight Inspired Innovation ‹#› Portigal
  • 69. Exercise: Business title styleClick to edit Master areasWe generated a list of LOTS ofpossible business areas…Use this list as a starting point Functionality Visual design Marketing Products Internal policy 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? ???Insight Inspired Innovation ‹#› Portigal
  • 70. Exercise: Ideation (15 minutes)Click to edit Master title styleLet’s get into 3 (or 5) groupsUse the ideation questions to generatestrategies and solutions • Out loud • Visual • CollaborativeConsider the range of possible business Apply lemon as neededareasBounce back and forth betweengenerating strategies and solutionsMost ideas won’t turn out to be winners; Don’t forget your second windthe goal is to practice generating ideasfrom these opportunitiesInsight Inspired Innovation ‹#› Portigal
  • 71. Exercise: Remember….Click to edit Master title styleThis is a DIVERGENT activity• Suspend judgment• Go for quantity! In fact, shoot for 50 ideas!• Piggyback on other ideas Yes, and….• Explore wild and crazy and radical ideasInsight Inspired Innovation ‹#› Portigal
  • 72. Exercise: Ideation questions Click to edit Master title style business areas Functionality Visual designHow might we allow people to easily access insights ? Marketing ProductsHow might we enable people to ideate together regardless of time or location ?How might we keep the human touch in + Internal policy Architecture Public Services Partnerships communication ? Events Software Form factor Ideate! Packaging Policy Retail design ??? Insight Inspired Innovation ‹#› Portigal
  • 73. Exercise: Prepare to share (3Click to edit Master title style minutes)Rapidly align on your team’s bestideas and messageChoose a messengerYou will have 2 minutes to explainyour brilliant idea!(yes, I will be timekeeping!) The wise team will choose a bold, expressive spokespersonInsight Inspired Innovation ‹#› Portigal
  • 74. Exercise: Pitch it back!Click to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 75. PrioritizationClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 76. Big group votingClick to edit Master title styleInsight Inspired Innovation ‹#› Portigal
  • 77. Small group ranking…and reconciliation Click to edit Master title styleColor indicates voting winner Ranking factors may even include how clear the idea is Insight Inspired Innovation ‹#› Portigal
  • 78. Click to edit Master title styleII2ReflectInsight Inspired Innovation ‹#› Portigal
  • 79. 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…Insight Inspired Innovation ‹#› Portigal
  • 80. Coming in 2012!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/Insight Inspired Innovation ‹#› Portigal
  • 81. Click to edit Master title styleThank you!Portigal Consultingwww.portigal.com Insight Inspired Innovation ‹#› Portigal