What Users
Don’t Say.
What users don’t say
Uncovering Latent Needs Through Design Research

Uncovering Latent Needs
Throug...
I’m not an anthropologist,
ethnographer or even a user
experience researcher

🕅🕆🕋
Photo credit
Flickr user Lewaedd-Q - htt...
I’m just a designer who wants
to create better products and
services
©
Photo credit
by Head London - http://headlondon.com
Indifference

Understandable

Compelling

Indispensable
Advocacy

Differentiation
(Experience)

Useful

Hygiene Factors
(Usa...
Pe
rfo

rm
an

ce

m

ite
xc
E

t
en

Low Investment

High Investment

Basic

Dissatisfied

Source:
Attractive quality and ...
Getting inside peoples’ heads is
the only way to uncover their
latent needs.
Early Adopter

Early Majority

Late Majority

Laggards

©

Adapted from:
Diffusion of Innovations, Everett M Rogers. (1962)...
Colour Palette.
Primary

#4cb015

Secondary

#d7267d

#b8c01f

#2d7faf

#82219b

#dAe0e7

#bec7cf

#505d65

Focus groups a...
Usability testing is vital but it
will not uncover users’ needs.
Formal

Casual
Colour Palette.
Primary

#4cb015

Secondary

#d7267d

#b8c01f

#2d7faf

#82219b

#dAe0e7

#bec7cf

#505d65

Neutrals

#edf...
Meet & Brief

1:1 Interview

Diary
Study

Diary
Analysis
Shadowing
Analysis Methods

image of mental model
Go where your users go
Immersion
Do what your users do
Recognise what you’re witnessing
• the context
• the physical environment

• inherent nomenclature and
terminology

• deco...
Capture the seeds of ideas
• your own visceral and instinctive reactions
• immediate associations with other things
The hurdles and challenges
Wait. What was that again?
• Contextual design research is an important tool for going beyond
expressed needs and finding i...
Thanks.
• These slides are available on Speaker Deck at bit.ly/17svuoV
• You can follow me on Twitter @pauljervisheath
• Y...
ModernHuman.
🕅🕆🕇🕊
We love our ideas to spread. That’s why this
presentation is released under a Creative
Commons Attributi...
What Users Don't Say: Uncovering latent needs through design research
What Users Don't Say: Uncovering latent needs through design research
What Users Don't Say: Uncovering latent needs through design research
What Users Don't Say: Uncovering latent needs through design research
What Users Don't Say: Uncovering latent needs through design research
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What Users Don't Say: Uncovering latent needs through design research

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Contextual research gives us a way of developing a deeper understanding of our users. This enables us to not only design with empathy but to identify latent needs that provide opportunities to create breakthrough products and services.

Through a collection of case studies we'll explore diary studies, shadowing, contextual interviews plus some informal contextual research techniques. The case studies include mapping the customer journey of buying and using a new kitchen appliance, inventing a machine that means you never order the wrong size shoes online and navigating the future of Open Access publishing (and there's a few others thrown in too).

This talk was first presented at UX Scotland to an audience of researchers, designers and UX people. It has since been presented at J.Boye Aarhus 2013 and UCD 2013 in London.

Published in: Design, Technology
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What Users Don't Say: Uncovering latent needs through design research

  1. 1. What Users Don’t Say. What users don’t say Uncovering Latent Needs Through Design Research Uncovering Latent Needs Through Design Research. Presented by Paul-Jervis Heath on Saturday 9 November 2013 @PaulJervisHeath ✉ paul@modernhuman.co © Photo credit Flickr user G8lite - http://bit.ly/151fWVN MH ModernHuman.
  2. 2. I’m not an anthropologist, ethnographer or even a user experience researcher 🕅🕆🕋 Photo credit Flickr user Lewaedd-Q - http://bit.ly/1cTyhdm
  3. 3. I’m just a designer who wants to create better products and services © Photo credit by Head London - http://headlondon.com
  4. 4. Indifference Understandable Compelling Indispensable Advocacy Differentiation (Experience) Useful Hygiene Factors (Usability) Interesting
  5. 5. Pe rfo rm an ce m ite xc E t en Low Investment High Investment Basic Dissatisfied Source: Attractive quality and must-be quality - Journal of the Japanese Society for Quality Control (in Japanese), Noriaki Kano, (1984)
  6. 6. Getting inside peoples’ heads is the only way to uncover their latent needs.
  7. 7. Early Adopter Early Majority Late Majority Laggards © Adapted from: Diffusion of Innovations, Everett M Rogers. (1962). Photo credit Flickr user evan.chakroff - http://bit.ly/1ak8HMs Crossing the Chasm, Geoffrey Moore. (1991).
  8. 8. Colour Palette. Primary #4cb015 Secondary #d7267d #b8c01f #2d7faf #82219b #dAe0e7 #bec7cf #505d65 Focus groups are not design research. Neutrals #edf2f5 #1f3342 #142630
  9. 9. Usability testing is vital but it will not uncover users’ needs.
  10. 10. Formal Casual
  11. 11. Colour Palette. Primary #4cb015 Secondary #d7267d #b8c01f #2d7faf #82219b #dAe0e7 #bec7cf #505d65 Neutrals #edf2f5 #1f3342 #142630
  12. 12. Meet & Brief 1:1 Interview Diary Study Diary Analysis
  13. 13. Shadowing
  14. 14. Analysis Methods image of mental model
  15. 15. Go where your users go
  16. 16. Immersion
  17. 17. Do what your users do
  18. 18. Recognise what you’re witnessing • the context • the physical environment • inherent nomenclature and terminology • decor and atmosphere • other artefacts or objects present • the other people present • the situation and position of those artefacts • how people are acting • unspoken cues between people • how people react to one another • how your presence has affected the situation
  19. 19. Capture the seeds of ideas • your own visceral and instinctive reactions • immediate associations with other things
  20. 20. The hurdles and challenges
  21. 21. Wait. What was that again? • Contextual design research is an important tool for going beyond expressed needs and finding implied needs and latent needs. • Focus groups and usability tests are not design research. • Formal design research can be hugely beneficial. It’s rigorous and leads to insights, behavioural patterns, indications and predictors. • Casual design research shouldn’t be underestimated. Immersion and experience lead to ideas.
  22. 22. Thanks. • These slides are available on Speaker Deck at bit.ly/17svuoV • You can follow me on Twitter @pauljervisheath • You can find me on Linkedin at uk.linkedin.com/in/pauljervisheath • You can email me at paul@modernhuman.co • You can call me at +44 79 74 56 78 23
  23. 23. ModernHuman. 🕅🕆🕇🕊 We love our ideas to spread. That’s why this presentation is released under a Creative Commons Attribution-NonCommercialShareAlike (CC-BY-NC-SA) license. This license allows you and others to remix, tweak, and build upon this work noncommercially. When you do you must acknowledge us, Modern Human, and license any new creations under the identical terms. When in doubt, just ask us. We won’t bite. We use human-centred design to help businesses invent their future. We’re a design practice & innovation consultancy. Find out more at http://modernhuman.co Paul-Jervis Heath paul@modernhuman.co @pauljervisheath 🕅🕆 Photo credit Flickr user andreaskopp - http://bit.ly/12yywna

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