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From research to ideation

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From research to ideation

  1. 1. From user researchto ideationWorkshop on fast paced,guerrilla user research,synthesis and ideationMaruša Novak & Damjan Obal @ blok_blok / Mladi.info / Mb, October 2012
  2. 2. “The creation and synchronizationof the elements that affect users’experience with a particularcompany, with the intent ofinfluencing their perception andbehavior.” Unger & Chandler
  3. 3. “The creation and synchronizationof the elements that affect users’ UXexperience with a particularcompany, with the intent ofinfluencing their perception andbehavior.” Unger & Chandler
  4. 4. Getting thereUser-centered Design (UCD),Goal-directed Design, Double Diamond ... http://colly.com
  5. 5. The Undercover Manifesto*★ Introducing UX from the ground up★ Change comes through small victories★ Delivery, not deliverables★ Good design today is better than great design next year★ Working with people, not against them★ Action, not words * Bowles & Box
  6. 6. The Undercover Manifesto*★ r i lla Introducing UX from the ground up e r★ Change comes through small victories u g★ Delivery, not deliverables★ Good design today is better than great design I Y next year D★ Working with people, not against them★ Action, not words * Bowles & Box
  7. 7. Why research, you ask...
  8. 8. Why research, you ask...Research = insight =understanding = better UX= :)
  9. 9. But research is...Expensive!Long! Waste of time!We lack skills for it!
  10. 10. But research is...Expensive! s it ? iLong! Waste of time!We lack skills for it!
  11. 11. Let’s see, shall we?9:00-10:00 - User Research 10110:00 - 11:00 - Go-out-and-play11:00 - 11:30 - Research synthesis & Ideation11:30 - 13:00 - Define the damn thing13:00 - 14:00 - Lunch14:00 - 15:00 - Fill. Make. Sell. Oy, and coffee?!?
  12. 12. User research (for today) The topic: Youth unemployment. Research in-the-wild:★ Observation★ Contextual inquiry & Interviews★ Focus on interviews & forget target groups★ Be a ninja but not a voyeur Weapons of choice: notepad, video & photo (phone is more than enough)
  13. 13. Interviewing 101★ PLAN AHEAD!★ Interview where the interaction happens★ Ask open-ended questions (look for HOW & WHY)★ Avoid a fixed set of questions★ Avoid leading questions (eg. What’s wrong with your existing mobile application?)★ Focus on goals instead of tasks★ Encourage storytelling★ Ask for show & tell★ Master your small talk & improvise
  14. 14. Observation 101★ Explore the broader context (how does it all fit together? what channels, what touchpoints?)★ Look for challenges★ Discover “hacks” and shortcuts★ Consider edge cases and extreme users
  15. 15. Observation 101 feeling / thinking / doingmotivations framing behaviors
  16. 16. Your turn / Interview ExerciseTopic: What was your first workingexperience like?Time: 2 minute eachRoles: Interviewed / Interviewer / Observer
  17. 17. Your turn. Again.Go out and play. Explore.Observe. Talk. Interact.Take notes. Discover.& be back by 11:00
  18. 18. Get it all outNote all observations, challengesand findings in short form. Eachon a post-it. Also look at thephotos, videos from the field.Start alone, then in group.(5 min)
  19. 19. Gather meaningCreate an Affinity Map. Cluster notes. Now.(10 min)
  20. 20. Research synthesis Synthesis = sense-making through an iterative process of refining gathered data*★ Identify opportunities (generative, change we can envision. Opportunities = solutions)★ Identify patterns★ Discover the stories * borrowed from Steve Portigal. Thanks Steve :)
  21. 21. Towards IdeationFrom findings(it is hard to get a job) toopportunities (improve the recruitingexperience) to ideation questions (how can weimprove...?) to strategies (connect youth withjobs) to solutions (mobile job board).Only ideas - not refined yet!
  22. 22. Your turn. Ideate!Define:From findings(it is hard to get a job) toopportunities (improve the recruitingexperience) to ideation questions (how can weimprove...?) to strategies (connect youth withjobs) to solutions (mobile job board).(20 min)
  23. 23. Tell stories.Part 1: The hero. Persona - user model, a composite archetype based on research with real users.★ Personifications, presented as a real person★ Persona vs. Stereotype★ Distinct set of behavior patterns★ Can represent nonusers★ Persona types: Primary, secondary, supplemental, customer, served, negative
  24. 24. Part 1: The hero. Persona. A design tool that also helps resolve the issue of:★ The elastic user★ Self-referential design★ Edge cases
  25. 25. Tell stories.Part 2: Goals. Goals are drivers behind behaviors.★ Motivate usage patterns★ Don’t ask for goals. Reconstruct them.★ Each goal in a simple sentence.★ Three types of goals: ★ experience goals (have fun) ★ end goals (find a job) ★ life goals (be successful in...)
  26. 26. Tell stories.Part 3: Scenarios. Narrative as a design tool. Scenarios vs. Journey Map vs. Experience Map★ Context scenario★ Key path scenario★ Validation scenario
  27. 27. Part 3: Scenarios.Touchpoints vs. ChannelsChannel: A medium of interaction with users.(TV, Mobile, Internet, Newspaper)Touchpoint: A point of interaction involving aspecific human need in a specific time and place
  28. 28. Your turn. Design personas. Name: Eli Roth Age: 5 Hobbies: Chasing my tail Daily routine: Eat. Drink. Sleep. Likes: Foooood. Dislikes: Walks in the park. Goals: Live long and prosper. Find that darn bone. Have a blast. (10 min)
  29. 29. Your turn.Tell/sketch the story.Pair context scenario with a storyboard andintroduce your solution(s).How is your persona tackling the everydaychallenges of work, volunteering, education...with the help of your solution?Sketch & combine.(30 min)
  30. 30. n o t
  31. 31. Your turn.Wireframes & lo-fi prototypesAdd UI mockups/wireframes/screens of yourlo-fi prototype, glue to existing scenario.(20 min)
  32. 32. Lunch Back at 14:00
  33. 33. Your turn.Design the Box.Make your idea tangible.1. Fill the box (names, users, features, functions...)2. Make the box (tagline, for who, compelling features, design)3. Sell the box(30 min) http://www.gogamestorm.com
  34. 34. Fun?Maruša Novak / @marusanovakDamjan Obal / @damjanobalblok_blok

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