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Wild safari

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Wild safari

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Wild safari

  1. 1. WILD SAFARI CONDUCTFIRST-HANDUSEROBSERVATIONSIN THEIROWNHABITAT TO UNCOVERUSERNEEDS 1
  2. 2. WHEN NEEDED RATIONALE WILD SAFARI Gives surprise insights from first-hand observation, complementary to desk research Sees what users actually do or not do to develop a deep understanding of users’ habits, quirks, rituals and goals Is not filtered or interpreted by what others say about users or what users self-report (such as market research, focus groups) Gives inspiration through memorable images I need to learn about the actual user experience still unknown to me I need to break away from many 2nd party points-of-view 2
  3. 3. ESSENCE POINTERS WILD SAFARI Conduct first- hand user observations in their own habitat to uncover user needs Be where your users live, work and play E.g. on an education topic, visit a school and also check out the student’s favorite hang-out Indulge your curiosity, observe with a child’s eye. Do not judge. Do not interpret what you observe Get a sense for what is the norm and the trend vs. the outlier and the weak signal. Zoom in on the latter Develop empathy for your user (you can only truly appreciate and understand the user if you see through his eyes, feel with her heart). This is different from sympathy Bring back photos to bring your observations to life Reflect on your observations, discover andSources of Inspiration: IDEO method cards; Stanford d-school 3
  4. 4. MASTERING WILD SAFARI Conduct first- hand users observation in their own habitat to gain empathy and become aware of user needs Opposites: also observe the exact opposite of what you are studying: e.g. when solving the problem of excess vacant office space, look also at a highly successful office building with full occupancy in a thriving business district and observe what the factors of success seem to be Eyes of a child: especially if you are familiar with a topic, form a pair and have the other person tell you out loud anything they observe – different people will notice different things. A observes for B, B writes down A’s observations as told and vice versa. Extreme users: ask observers to focus on ‘extreme users’ – people who are really experienced or completely novice in doing this activity and observe and note how they behave differently from regular users. E.g. at a the airport, observe both frequent flyers and first time travelers– how they move through space, interact with flight attendants, how they check-in. What routines did they develop? What shortcuts do they take? What do they struggle with? Workarounds: observe and look for short cuts and workarounds that users have adopted to get something done that is otherwise difficult or inconvenient. This contains valuable clues for innovation – sometimes users have created a new way of doing things that points towards a clear need or a crude version of a possible innovative idea. E.g. a daughter checked with her (60+) 4

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