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What They Didnt Know They Needed Ia Summit2010

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What They Didnt Know They Needed Ia Summit2010

  1. 1. What They Didn’t Know They Needed<br />Megan Grocki - @megUX<br />Amy Cueva - @amycueva<br />
  2. 2. Who are we?<br />We’ll share some stuff…but we are just scratching the surface!<br />
  3. 3. What (tf) are we going to talk about?<br /><ul><li>Different approaches to research + design
  4. 4. Getting the right information from research
  5. 5. Generating design ideas
  6. 6. Design execution considerations</li></li></ul><li>Who are you?<br />
  7. 7. User-Centered Design<br />We love users.<br />
  8. 8. Genius Design<br />
  9. 9. Research Methods<br /><ul><li>Laddering
  10. 10. Triading
  11. 11. Storytelling
  12. 12. Game Play
  13. 13. Desirability Testing</li></li></ul><li>Laddering<br /><ul><li>Simple & Systematic
  14. 14. Clinical Psychology/Marketing
  15. 15. Get beyond surface to their core values and uncover meaning
  16. 16. Experiences designed based on meaning have more traction than those based on attributes
  17. 17. The art of asking “Why? Why?”</li></li></ul><li>Laddering<br />Research technique to uncover core values<br />
  18. 18. Triading<br />Discover dimensions that are relevant to audience<br />
  19. 19. Storytelling<br /><ul><li>Asking directly about needs and goals can limits our insight
  20. 20. Give human characteristics to an interface
  21. 21. Their perspective on how they interact with it
  22. 22. Lets participants explore approaches with their own filters</li></li></ul><li>Storytelling<br />Storytelling<br />Gain insights into human perspectives<br />
  23. 23. Game Play<br /><ul><li>Break free from rigidity of traditional interview styles
  24. 24. Ease stress on participants, making them less reserved
  25. 25. Allows researchers to observe people in competition
  26. 26. Capture emotional reactions
  27. 27. Insight into communication styles </li></li></ul><li>Game Play<br />Break free of the rigidity of traditional interviews<br />
  28. 28. Desirability Testing<br /><ul><li>Which visual design evokes a better emotional response?
  29. 29. Halo Affect
  30. 30. Why not just ask them which design they like better?
  31. 31. Assess emotional impact and how it aligns with brand
  32. 32. Qualitative & Quantitative</li></li></ul><li>Desirability Testing<br />Assess the emotional impact of a design<br />
  33. 33. Other research approaches<br /><ul><li>Contextual Inquiry
  34. 34. Ethnography
  35. 35. Bodystorming
  36. 36. Early usability testing
  37. 37. Comics, sketching
  38. 38. Laddering
  39. 39. Triading
  40. 40. Storyteling
  41. 41. Game Play
  42. 42. Desirability Testing</li></li></ul><li>2<br />3<br />4<br />1<br />5<br />6<br />7<br />Findings Prioritization, Visualization, & Team Building<br />Importance<br />High<br />Low<br />
  43. 43. So you’ve gotten to the core of what makes people tick, their emotional triggers, and their cognitive expectations. The team gets it.Now what??<br />
  44. 44. Generate some fracking amazing ideas.<br />
  45. 45. But wait… First you need to figure some things out.<br /><ul><li>What are your experience objectives?
  46. 46. What is your organization’s risk tolerance threshold?
  47. 47. Who will be involved in generating ideas, communicating them, and executing on them?
  48. 48. Who are your allies? Form a multi-disciplinary team and start communicating from the start.</li></li></ul><li>Brainstorming. Let’s get this party started right.<br /><ul><li>Lotus Blossom Technique
  49. 49. Brain Writing
  50. 50. Brain Drawing
  51. 51. User-Centric Narrative & Storytelling
  52. 52. Slot Machine of Goodness
  53. 53. Brainstorming Solo</li></ul>Chauncey Wilson is the master.<br />
  54. 54. A<br />C<br />B<br />A<br />B<br />C<br />D<br />E<br />D<br />E<br />Topic<br />H<br />G<br />F<br />F<br />G<br />H<br />Lotus Blossom Technique<br />Topic<br />
  55. 55. Brain Writing<br />Procedure 1<br />Present a group with a request for ideas<br />Ask people to write down ideas<br />Take those ideas and pass them to another person who reads the ideas and adds several more<br />Iterate several times (generally taking no more than 5-15 minutes)<br />Procedure 2<br />Hand pages out to each person<br />Ask the person to write 3 ideas on a page and put it in a pile and take one from the pile (or a clean sheet), read the items and add a few more<br />Repeat several times and collect all the pages<br />Twist: This method could be tried via email<br />
  56. 56. Brain Drawing<br /><ul><li>Round robin brainstorming for rapidly generating concepts & ideas
  57. 57. Requires people to write and draw quickly and show their results to others on the team
  58. 58. Twist: This could be tried in “asynchronous” fashion in a group area</li></ul>Brain Drawing for the concept “Filter Object”<br />
  59. 59. User-Centered Narrative & Storytelling<br />
  60. 60. Slot Machine of Goodness<br /><ul><li>Select Topic
  61. 61. Lists in Columns
  62. 62. Select one from each column
  63. 63. Ideas in the overlap</li></ul>Topics<br />Maslow’s Hierarchy of Needs<br />Channels, Attributes, or Methods<br />
  64. 64. Solo Brainstorming<br /><ul><li>Take your work offsite. Go for a sensory overload or underload
  65. 65. Go crazy on a whiteboard. SKETCH. Just. Go. Crazy.
  66. 66. Take a shower. The water increases circulation to your brain.
  67. 67. Caffeinate and eat chocolate.
  68. 68. Go for a drive, rock out. This can facilitate your “brain marination”.
  69. 69. Take a break, or switch tasks.
  70. 70. Go to sleep. But before you do briefly contemplate the problem.
  71. 71. Talk to someone who has no idea about the problem space.</li></li></ul><li>Execution Considerations<br /><ul><li>Communicate: What is the best way to communicate these ideas? Make the business case. Speak their language.
  72. 72. Divide and conquer: Distribute concepting responsibilities
  73. 73. Validate: A design is just a hypothesis until you see it being used.
  74. 74. Prioritize: How will you prioritize the ideas?
  75. 75. Roadmap: Determine your plan for execution.</li></li></ul><li>Give the business what they didn’t know they needed.<br /><ul><li>Gradually integrate user touch points into every project.
  76. 76. De-mystify it. Don’t freak them out with big words or big budgets to start (unless they get it of course).
  77. 77. Involve the business in the process. Have them brainstorm. Have them design. Have them witness research and testing.
  78. 78. Work with them, how can they make sure this idea will not lose the business money or get them fired?
  79. 79. Introduce corporate design challenges.</li></li></ul><li>Questions?<br />???<br />
  80. 80. Contact Us<br />

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