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This presentation is an overview of design research, the tools and techniques including case studies.

Published in: Business, Technology, Design
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  1. 1. Intro to Design Research Janna C. Kimel April 8, 2008
  2. 2. Outline <ul><li>Models for innovation </li></ul><ul><li>Terminology overview </li></ul><ul><li>Case studies </li></ul><ul><li>Activity </li></ul>
  3. 6. Design Research is… <ul><li>Discovering unspoken needs, motivations and emotions to drive innovation </li></ul>
  4. 7. User Research is… <ul><li>Needs finding </li></ul><ul><ul><li>making sure the end user actually wants device or experience you are creating </li></ul></ul><ul><li>Usability </li></ul><ul><ul><li>making sure the end user can use the product or experience you are creating </li></ul></ul>
  5. 8. Design Research Dictionary <ul><li>Qualitative </li></ul><ul><ul><li>Emotive, Motivational </li></ul></ul><ul><li>Quantitative </li></ul><ul><ul><li>Countable </li></ul></ul><ul><li>Primary Research </li></ul><ul><ul><li>in person </li></ul></ul><ul><li>Secondary Research </li></ul><ul><ul><li>Via literature </li></ul></ul><ul><ul><li>Literature reviews </li></ul></ul>
  6. 9. <ul><li>Competitive market analysis </li></ul>Design Research Dictionary
  7. 10. Market Analysis Matrix Meds attached Stationary Meds attached Mobile No Meds
  8. 11. <ul><li>Fieldwork </li></ul><ul><li>Focus groups </li></ul><ul><li>1:1 interviews </li></ul><ul><li>Shadowing </li></ul>Design Research Dictionary
  9. 12. <ul><li>Cognitive Map </li></ul>Design Research Dictionary
  10. 13. Design Research Dictionary <ul><li>Task Analysis </li></ul>
  11. 14. Design Research Dictionary <ul><li>Surveys </li></ul><ul><li>Diaries </li></ul>
  12. 15. Design Research Dictionary <ul><li>Personas </li></ul>  Bob is 52 years old and works as a mechanic with an organisation offering road  service to customers when their car breaks down. He has worked in the job for  the past 12 years and knows it well. Many of the younger mechanics ask Bob  for advice when they meet up in the depot as he always knows the answer to  tricky mechanical problems. Bob likes sharing his knowledge with the younger  guys, as it makes him feel a valued part of the team.  Bob works rolling day and night shifts and spends his shifts attending breakdowns and lockouts (when customers lock their keys in the car). About 20% of the jobs he attends are complex and he occasionally needs to refer to his standard issue manuals. Bob tries to avoid using the manuals in front of customers as he thinks it gives the impression he doesn't know what he's doing. Bob has seen many changes over the years with the company and has tried his best to move with the times. However he found it a bit daunting when a new computer was installed in his van several years ago, and now he has heard rumours that the computer is going to be upgraded to one with a bigger screen that's meant to be faster and better….etc
  13. 16. Design Research Dictionary <ul><li>Participatory Design </li></ul> 
  14. 17. Tools of the trade <ul><li>Video </li></ul><ul><li>Camera </li></ul><ul><li>Audio recorder </li></ul><ul><li>Listening </li></ul>
  15. 18. Case Study #1
  16. 19. Study set up and demographics <ul><li>Three homes in SW Portland, 1 in NoPo </li></ul><ul><li>1.5 hour visits; 2 interviewers </li></ul><ul><li>All participants did health monitoring and recording </li></ul>No aides Not technical Alone Alone Diabetes Fair M, 72 PP73 No aides Not technical Alone Alone Diabetes Fair F, 74 PP72 No aides Somewhat technical Alone w/spouse Diabetes Fair M, 91 PP71 No aides Minimally technical Alone w/spouse Congestive Heart Failure, High Blood pressure Fair M, 79 PP70 Mobility Technical Set-up Living Conditions Health Age P#
  17. 20. Task Analysis At age 89, PP63 was our oldest participant. Carrying Unpacking Connecting “ I’d have my grandson do it” Placing Unpacking required a lot of space and rarely happened where the device would be set up This home was a 1960s prefab and did not have any 3 prong outlets “’ Hi-speed’(internet), I don’t know, you mean it’s going to run away?”
  18. 21. Sample Findings <ul><li>Working </li></ul><ul><li>Locating user manuals and set up guide </li></ul><ul><ul><ul><li>Ok, but some got lost in the shuffle </li></ul></ul></ul><ul><ul><ul><li>Used by 3 of 4 participants </li></ul></ul></ul><ul><li>Two-part power cord that is attached by factory prior to unpack </li></ul><ul><li>Device was placed in visible locations </li></ul><ul><ul><ul><li>2 in kitchen; 1 in side bedroom and one in living room </li></ul></ul></ul><ul><li>Box seen as nice and sturdy “this is the kind of box you get from a manufacturer, not a retail store” </li></ul><ul><li>Participants liked quality look of the device </li></ul><ul><li>Not Working </li></ul><ul><li>Continued difficulty when trying to open box </li></ul><ul><li>Twist ties were difficult for 2 of the 4 </li></ul><ul><li>Phone splitter is a stumbling block </li></ul><ul><li>Very difficult to find a good location </li></ul><ul><ul><ul><li>Phone jacks are often fairly inaccessible (e.g. back of microwave) </li></ul></ul></ul><ul><ul><ul><li>One placed the device on kitchen counters near water and other appliances </li></ul></ul></ul><ul><ul><ul><li>Nearby seating was previously an issue, but this group seemed to have better options </li></ul></ul></ul><ul><li>People want to “close” it, i.e. put the screen down, when not in use </li></ul><ul><ul><ul><li>People found it fairly large </li></ul></ul></ul>
  19. 22. Additional Observations <ul><li>The device fits well into some aspects of current practice… </li></ul><ul><li>Everyone already does paper charting </li></ul><ul><li>… but it’s a new technology that will have to co-evolve with the practice over time </li></ul><ul><li>People were confused about the use and value of the device </li></ul><ul><ul><ul><li>Once the device was explained there was some positive interest </li></ul></ul></ul><ul><li>Monitoring equipment is currently small and often invisible (e.g. ; the device makes it more public and visible </li></ul><ul><ul><ul><li>Educate and motivate for new practices / attitudes </li></ul></ul></ul><ul><ul><ul><li>Less pushback this time from users on public vs. private </li></ul></ul></ul><ul><li>Two needed help; two felt the doctor should have set it up for them. </li></ul><ul><ul><ul><li>The care-giver model for setting-up device fits well </li></ul></ul></ul><ul><ul><ul><li>All four successfully set up the unit alone with some prompting, though definitely faster than the first group </li></ul></ul></ul>
  20. 23. Outcomes <ul><li>Findings continue to be rolled into new versions of the out of box experience. </li></ul><ul><li>Version 1.0 is DSL/cable only, which helps with phone splitter issues, but may alienate those who do not have high-speed service. </li></ul><ul><li>The box continues to go through re-design as the importance of the image of a person using the device has been identified. </li></ul><ul><li>Work continues on the best installment strategy both for the end user and the business needs. </li></ul>
  21. 24. Case Study #2
  22. 25. Design Brief <ul><li>Retail space owned by a strong, clear brand. Please visit the space (store) and audit its main strengths and weaknesses from a consumer experience standpoint.   </li></ul><ul><li>What does the brand mean?   </li></ul><ul><li>To whom is it targeting its offerings, on a psychographic level? </li></ul><ul><li>How does it communicate its identity on-site through products, services, and interactions? </li></ul><ul><li>What are the best areas of opportunity to improve the consumer experience?   </li></ul>
  23. 26. Overview <ul><li>Bose is generally perceived as a high to very high end audio store. The in store marketing is aimed at families for in home use. The store promotes products that reduce clutter, add aesthetic value and simplify your life. </li></ul><ul><li>The area with the greatest opportunity and room for improvement is the actual buying experience, breaking down product features for the customer in a simpler way. The graphics and marketing imply simplicity, but the actual buying experience does not meet expectations. </li></ul>
  24. 27. Research Plan <ul><li>High level online research </li></ul><ul><li>Visit Bose, Bang and Olufsen, Circuit City, Bose outlet store </li></ul><ul><ul><li>talk with sales people, experience the environment observe customers </li></ul></ul><ul><li>Analyze field notes, formulate story, plan further research </li></ul><ul><ul><li>Mini-survey to friends on brand </li></ul></ul><ul><ul><li>Visit web sites, look at consumer feedback </li></ul></ul><ul><ul><li>Return to Circuit City, Bose, visit Bose outlet store to see what themes carry over </li></ul></ul>
  25. 28. Survey <ul><li>“ … I did get to use a pair of their noise-canceling headphones at work for a long time, and loved them to bits. Sounded great, looked good but not flashy, nice detailing </li></ul><ul><li>“  Excellent sound engineering “ </li></ul><ul><li>“  Decent design, decent quality. Not top of the line, but not bad at all... “ </li></ul><ul><li>“ Their products used to be very high quality and now they are mass marketed and the quality is not there.  They are living on the name from the 70's.  I'm all for brand expansion and market share, etc, but I personally don't like it when companies charge premium prices for also ran quality…” </li></ul>
  26. 29. Consumer Feedback on Web <ul><li>Bose makes superb products for the enhancement of listening experiences, they also know how to listen and do the right thing. </li></ul><ul><li>Customer service: Bose Gets It Right – Fast Company </li></ul><ul><li>Is there a place I might get them repaired on the spot? &quot;I can take care of that right now,&quot; </li></ul>
  27. 30.                                         
  28. 31. J.Jill Saks 5 th Ave. L’Occitane Bose
  29. 32. Brand – Bose Marketing <ul><li>Magic of Bose </li></ul><ul><li>Child in all of us </li></ul><ul><li>True to Life </li></ul><ul><li>Imagination </li></ul><ul><li>Entertainment </li></ul><ul><li>Beyond how “everyone else” does it </li></ul><ul><li>Products speak for themselves </li></ul><ul><li>Research. Technology. Performance. </li></ul><ul><li>Escape </li></ul><ul><li>Research fuels technology </li></ul><ul><li>Theater had Disney like experience (wax figurines) </li></ul>
  30. 33. Environment <ul><li>Look like circuit city employees, slightly nicer shirts </li></ul><ul><li>Photos of people with technology in background </li></ul><ul><li>Appeal to intellectuals </li></ul><ul><li>Surprisingly family oriented </li></ul><ul><li>Muted colors – blues, oranges, greens </li></ul><ul><li>Light wood accents in glass/metal </li></ul><ul><li>Sans serif font </li></ul><ul><li>Clean, crisp </li></ul>
  31. 34. Psychology <ul><li>Play to fear of ugly technology (esp. females) </li></ul><ul><li>Seem to have broken down family to traditional roles </li></ul><ul><li>Suggestion of simplicity, but complexity is hidden </li></ul>
  32. 35. Observation Based Demographics <ul><li>Pioneer Square: Sat. 1pm </li></ul><ul><li>Woodburn: Monday, MLK day 11am </li></ul><ul><li>40+ </li></ul><ul><li>Well off – middle class+ </li></ul><ul><li>People who had purchased other things in the mall </li></ul><ul><li>Didn’t see anyone walk out with a box </li></ul><ul><li>Only 2 families with small kids </li></ul>
  33. 36. Buying experience – Bose style <ul><li>Knowledgeable Bose Product Experts </li></ul><ul><li>Full Selection of Products </li></ul><ul><li>Unique Product Demonstrations </li></ul><ul><li>Educational Seminars </li></ul><ul><li>Custom Installations </li></ul><ul><li>Support Services </li></ul>
  34. 37. Buying experience - actual <ul><li>Generally overwhelming </li></ul><ul><li>Well educated sales staff, not educated in simplifying it for the consumer (3 mos. Of staff training) </li></ul><ul><li>No hard sales. Thinking about purchase. Talk with “husband”. </li></ul><ul><li>Easy return policy </li></ul><ul><li>Classes for buyers – do I want to take a class on how to use a product? </li></ul><ul><li>People spend a lot of time in the store. They don’t always, or even often buy. </li></ul><ul><li>Work to help out with issues, even non-Bose (iPod questions) </li></ul>
  35. 38. Graphic Backup <ul><li>OK graphics, buried in booklet </li></ul><ul><li>Request take home </li></ul><ul><li>No decision tree on website </li></ul><ul><li>DVD system only </li></ul>
  36. 39. Room for Improvement <ul><li>False sense of simplicity </li></ul><ul><li>Overwhelming experience to walk in customer </li></ul><ul><li>Store layout confusing </li></ul><ul><li>Products all look same </li></ul><ul><li>Boxes all look similar </li></ul><ul><li>Sales staff not connecting to first time user </li></ul><ul><li>Incongruousness of environment vs. interaction with staff </li></ul><ul><li>Obstacle to purchase, assist consumers decision </li></ul>
  37. 40. Suggested focus areas for improvement <ul><li>Packaging </li></ul><ul><ul><li>Color code products </li></ul></ul><ul><li>Info Viz </li></ul><ul><ul><li>Create graphics/icons to help consumers determine differences between products </li></ul></ul><ul><li>Naming </li></ul><ul><ul><li>Work on product names that mean something, not just numbers </li></ul></ul><ul><li>Training </li></ul><ul><ul><li>Simplify sales language </li></ul></ul><ul><li>Display design </li></ul><ul><ul><li>Think about store environment and better align with purchasing experience </li></ul></ul>
  38. 41. Activity <ul><li>Find out about partners feelings on fitness </li></ul><ul><ul><li>Brainstorm a few questions together </li></ul></ul><ul><li>What do you need to know? </li></ul><ul><li>Details </li></ul><ul><li>Big picture </li></ul>
  39. 42. Design Brief <ul><li>Your client makes health club equipment (treadmills, rowing machines, elliptical machines, bikes). </li></ul><ul><li>They want to know how to get more people ages 20-35 excited about using the equipment at the gym. </li></ul><ul><ul><li>What do they like? </li></ul></ul><ul><ul><li>What don’t they like? </li></ul></ul><ul><li>There is a hypothesis that the machines need to interact better with media people use while working out. What do you need to know to design a better interaction? </li></ul>
  40. 43. <ul><li>In 2 weeks, when you think, “gee, I wish I had asked about…” </li></ul><ul><li>Contact me at: </li></ul><ul><li>Or 503.200.0099 </li></ul>