Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Presumptive Design: "It's not research! We're getting stuff done!"

1,500 views

Published on

Agencies and client UX professionals alike point out a growing trend: companies are becoming allergic to research. Budgets are shrinking and making the case to leaders grows more difficult each month.

Working in small groups, professionals from across the UX spectrum (research, design and communications) will learn Presumptive Design (PrD), a technique for capturing the unmet, and often unspoken, needs of our stakeholders.

PrD *is* a research method, but because it begins with designing an artifact, stakeholders are far more receptive to it as a process. Further, the method is fast, reducing time *and cost* to insights.

Attendees will learn the theoretical frameworks behind PrD as well as gain hands-on experience practicing the method. By the end of the course, attendees will have completed one full cycle of a PrD engagement, including feedback from external users.

Published in: Technology
  • Be the first to comment

Presumptive Design: "It's not research! We're getting stuff done!"

  1. 1. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Presumptive Design It's Not Research! We're Getting Stuff Done! UXPA 2016, Seattle Leo Frishberg Principal | Phase II @leofrish
  2. 2. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey PresumptiveDesign AnIntroduction May 2016 @leofrish phaseiidesign.com 2
  3. 3. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Activity Time Activity Time Intros/Agenda/Objectives 10 min About the Engagement Session 15 min PrD – Overview Stump the Leo 20 min Break 15 min Assumptions 30 min Preparation 15 min The Key Feature 5 min Engagement Session 40 min The Tasks, Context and Objectives 10 min Debrief / Analysis 5 min Preparing the Artifact 15 min Report-outs 10 min The Script 10 min What is PrD? – Reprise 10 min Engagement Session Demo 5 min Open discussion, books remaining 1:30 1:40 2:00 2:30 2:35 2:45 3:00 3:10 3:15 3:15 3:30 3:45 4:00 4:40 4:45 4:55 5:05 AgendaIntros May 2016 @leofrish phaseiidesign.com 3
  4. 4. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey ALittleAbout Leo May 2016 @leofrish phaseiidesign.com •  35 years in design •  Serial Entrepreneur •  Super power: Predicts the future •  Kryptonite: Always wrong
  5. 5. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey •  Introduce a rapid method of validatin assumptions based on Design Thinking •  Apply the process to internalize its value •  Explore the differences between PrD and other research and design methods The best way to predict the future is to invent it. – Alan Kay, 1971, Dennis Gabor, 1963 Any sufficiently advanced technology is indistinguishable from magic. – Arthur C. Clarke, 1961 – Clarke’s Third Law Workshop Objectives May 2016 @leofrish phaseiidesign.com 5
  6. 6. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Presumptive Design (PrD) A Brief Overview and Q&A May 2016 @leofrish phaseiidesign.com 6
  7. 7. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey OnYourFeet May 2016 @leofrish phaseiidesign.com 7
  8. 8. May 2016 @leofrish phaseiidesign.com 8
  9. 9. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey UKDesignCouncil DoubleDiamond May 2016 @leofrish phaseiidesign.com 9
  10. 10. May 2016 @leofrish phaseiidesign.com 10
  11. 11. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey PresumptiveDesign Componentsand Timeline May 2016 @leofrish phaseiidesign.com 11 1  dy-­‐1wk Invites Recruit  /  C alendar Engagement  S essions Analysis Report  out Practice  /  Dry-­‐run Logistics Time  frame:  2  hrs  -­‐  2  days Time  frame:  1/2  -­‐  1  hour  (ea) Prework C reation  S ession(s) Introductions  /   Explanation  of  process Introduce  Task(s) Engage  with  participant 1  hour-­‐3  weeks 1  day  -­‐  1  month 1  hour  -­‐  1  week Introductions  -­‐  Creative   Exercise Data  Review  /  Expert   Presentations Task  Brainstorming Artifact  Creation Script  Development Time  frame:  1  week  -­‐ 1.5  months
  12. 12. It’s time to Stump the Leo
  13. 13. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey What Does PrD Mean by Assumptions?
  14. 14. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Understanding Assumptions May 2016 14@leofrish phaseiidesign.com
  15. 15. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Understanding Assumptions May 2016 15 Figure 1 Figure 2 @leofrish phaseiidesign.com
  16. 16. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Understanding Assumptions 16 Figure 2 @leofrish phaseiidesign.comMay 2016
  17. 17. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Discoveringan Object •  Objective: Capture 10 or more design assumptions built-into the object •  Process: Post-its on the wall/ flipchart •  Outcome: Report out to the group your top assumptions May 2016 @leofrish phaseiidesign.com 17
  18. 18. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Brainstorming Reality Rules for Brainstorming •  Defer Judgment •  First thoughts first •  “Yes and…” build on the ideas of others •  Stay focused on the topic •  Hold one conversation at a time •  Be visual! •  Go for “quantity over quality” •  Have fun! Finding built in assumptions: Who is it designed for? What is its intended use? Where is it used? How is it maintained? If you get stuck… Think the opposite Who isn’t it designed for? and so forth May 2016 @leofrish phaseiidesign.com 18
  19. 19. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Report Out Common Everyday Object Design Assumptions May 2016 @leofrish phaseiidesign.com 19
  20. 20. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Beyondthe OriginalObject •  Objective: Capture 10 or more alternative uses for the object •  Process: Post-its on the wall / flip chart •  Outcome: Report out to the group your top assumptions May 2016 @leofrish phaseiidesign.com 20
  21. 21. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Brainstorming Alternatives Rules for Brainstorming •  Defer Judgment •  First thoughts first •  Encourage wild ideas! •  “Yes and…” build on the ideas of others •  Stay focused on the topic •  Hold one conversation at a time •  Be visual! •  Go for “quantity over quality” •  Have fun! Finding Alternative assumptions: –  Who else could use it? –  What else could it be used for? –  and so forth If you get stuck… –  Think about a different context •  Where could the object be used? •  and so forth… May 2016 @leofrish phaseiidesign.com 21
  22. 22. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Report Out Common Everyday Object Alternatives May 2016 @leofrish phaseiidesign.com 22
  23. 23. May 2016 @leofrish phaseiidesign.com 23 Photocredit:fantailmediaviaFoter.com/CCBY-NC-ND An Artifact From the Future
  24. 24. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Extendingthe OriginalObject •  Objective: Build your own assumptions into the object by adding a “digital” dimension •  Start by adding the digital dimension •  Brainwrite all of the assumptions inherent in adding that dimension •  Process: Brainwriting as a group •  Outcome: Report out to the group your top assumptions May 2016 @leofrish phaseiidesign.com 24
  25. 25. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Brainwriting Extendingtothe DigitalDimension Rules for Brainstorming •  Defer Judgment •  First thoughts first •  Encourage wild ideas! •  “Yes and…” build on the ideas of others •  Stay focused on the topic •  Hold one conversation at a time •  Be visual! •  Go for “quantity over quality” •  Have fun! Rules for Brainwriting •  Take a card from your stack •  Write as many ideas for overcoming the challenge as you can – One per card! •  Keep your ideas short and write clearly so others can read them •  When you finish an idea, place the card in the “pool” (middle of the table) •  When you need inspiration, take a card from the pool. May 2016 @leofrish phaseiidesign.com 25
  26. 26. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Report Out Common Everyday Object Digital Extensions May 2016 @leofrish phaseiidesign.com 26
  27. 27. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Choosing the Key Feature Pick one digital attribute to explore May 2016 @leofrish phaseiidesign.com 27
  28. 28. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey May 2016 Tasks, Context and Objectives @leofrish phaseiidesign.com 28
  29. 29. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey ToBuildtheFuture, YouNeeda Definitionof‘Done’ S Specific: a single focus for each objective—no “and” or “ors” M Measurable: a number—how many “things” will it take to be considered done A Attainable: will it be achievable in the time frame of the exercise? R Relevant: is it appropriate to the research? T Time-bound: after how much time will you consider the exercise done? May 2016 @leofrish phaseiidesign.com 29
  30. 30. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Engagement SessionObjectives (Choose1) Document three user-identified assumptions that differed from the team’s. Capture at least three reactions to the proposed problem based on the assumed context and task. Discover at least one additional context in which the participant would expect to use the artifact. Identify at least one task the participant would do with the artifact in addition to the task proposed by the team. May 2016 @leofrish phaseiidesign.com 30
  31. 31. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey May 2016 A Miniature Creation Session Prepare the Artifact and the Script @leofrish phaseiidesign.com 31
  32. 32. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Engagement SessionScript •  This is like a usability test, but it isn’t a usability test. •  Prepare a minimal script to introduce the exercise and the artifact: •  “Thank you for joining us today!” •  “We’re helping a client understand a new product they’re considering introducing to the market. To that end, we’ve created a rough prototype of their idea. We’d appreciate your help in improving on our work. •  <hand them the artifact> •  “Please recall a recent time you used <something like this>. •  <listen for their story> •  “Our client expects to improve on your experience by enhancing <the object> with the ability to <the new digital feature – if possible, relevant to their story >. •  “You mentioned <their story, summarized> •  “Please demonstrate using this product to do that same task, knowing <the object> has these additional capabilities” May 2016 @leofrish phaseiidesign.com 32
  33. 33. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Engagement Session Demonstration May 2016 @leofrish phaseiidesign.com 33
  34. 34. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey May 2016 @leofrish phaseiidesign.com 34 Engagement Session Overview
  35. 35. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Engagement Session Procedures •  You will ask the participant to tell you a story about a recent use of the object. •  You will then offer the participant the artifact and have them use the artifact as they did the object in their story. •  Based on their reaction, you will take notes on what they say as they perform the task. •  If they get stuck, or turn to you for help, this is a key opportunity to learn more. •  Mirror their question back to them. (“What would you do in this situation?”) •  Do not explain or present the design or assumptions. •  Prompt them to consider their behavior in the context (or performing the task) as they attempt to use the artifact. •  Remember: This is about your client’s assumptions, some of which may not be apparent until the participant calls your attention to them! •  ALWAYS KEEP YOUR OBJECTIVE IN MIND! May 2016 @leofrish phaseiidesign.com 35
  36. 36. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Engagement SessionRoles •  You will have multiple opportunities to work with participants. •  Choose a Facilitator. You can have several— one for each participant. •  All of the others become Researchers/ Observers •  The Facilitator role is subtle: –  Offer the artifact with a minimal introduction. –  Ask the participant to perform the task. –  Become an improv artist based on the participant’s reactions. May 2016 Analyst Researcher / Observer Designer Builder Facilitator / Planner @leofrish phaseiidesign.com 36
  37. 37. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey BreakTake5,10, 15minutes–please bebackby3:45 May 2016 @leofrish phaseiidesign.com 37
  38. 38. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Engagement SessionPreparation May 2016 @leofrish phaseiidesign.com 38
  39. 39. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey The Engagement Session
  40. 40. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Analysis and Report Out May 2016 @leofrish phaseiidesign.com 40
  41. 41. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Process in Review May 2016 @leofrish phaseiidesign.com 41
  42. 42. May 2016 @leofrish phaseiidesign.com 42 Des Cultural   Probes   Usability   Tests   Rapid  Prototyping  
  43. 43. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey PrDIncreases Insight,Decreases TimetoInsight May 2016 @leofrish phaseiidesign.com 43
  44. 44. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey PrDIncreases Insight,Decreases TimetoInsight May 2016 @leofrish phaseiidesign.com 44
  45. 45. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey References •  Buxton, Bill; Sketching User Experiences: Getting the Design Right and the Right Design; Morgan Kaufmann; 2007 •  Carroll, Lewis; Through the Looking-Glass and What Alice Found There; The MacMilllan Company, New York, London, 1899 •  Dubberly, Hugh; Evenson, Shelley; and Robinson, Rick; The Analysis-Synthesis Bridge Model; http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html •  Frishberg, Leo; Lambdin, Charles; Presumptive Design: Design Provocations for Innovation. Morgan Kaufmann; 2016 •  Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. Interactions, Vol. 13, Iss. 1, 18-20; 2006 •  Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. SAO Ignite, March, 2012; http://www.slideshare.net/leofrish/presumptive-design-or-cutting-the-looking-glass-cake •  Kuhn, Thomas; The Structure of Scientific Revolutions; University of Chicago Press, 1962 •  Laseau, Paul; Graphic Thinking for Architects and Designers; Van Nostrand, 1980 •  Owens, Charles; Design Thinking: Notes on its Nature and Use; Design Research Quarterly Vol. 2, N0. 1, January, 2007, pp. 16-27 •  Sato, Steve; Using Design Thinking to Measure Design’s Impact; CHIFOO Presentation, September 2013 http://www.chifoo.org/index.php/chifoo/events_detail/ using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza/ •  Sanders, Liz; Stappers, Pieter Jan; Convivial Toolbox: Generative Research for the Front End of Design; BIS Publishers, 2013 May 2016 @leofrish phaseiidesign.com 45
  46. 46. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey When to use PrD? May 2016 @leofrish phaseiidesign.com 46
  47. 47. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Unknown Unknowns Unknowable Unknowns Known Unknowns Known Knowns PrDinthe CynefinFramework May 2016 @leofrish phaseiidesign.com 47
  48. 48. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Unknown Unknowns Unknowable Unknowns Known Unknowns Known Knowns {C=E} “Best Practice” Sense-Categorize-Respond Simple   May 2016 PrDinthe CynefinFramework
  49. 49. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Unknown Unknowns Unknowable Unknowns Known Unknowns Known Knowns {C------>E} {C=E} “Best Practice” Sense-Categorize-Respond Simple   Complicated   Sense-Analyze-Respond “Good Practice” May 2016 PrDinthe CynefinFramework
  50. 50. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Unknown Unknowns Unknowable Unknowns Known Unknowns Known Knowns {C------>E} {C=E} “Best Practice” Sense-Categorize-Respond Simple   Complicated   Sense-Analyze-Respond “Good Practice” Complex   C E C E{ } Probe-Sense-Respond “Emergent Practice” May 2016 PrDinthe CynefinFramework
  51. 51. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Unknown Unknowns Unknowable Unknowns Known Unknowns Known Knowns {C------>E} C≠E {C=E} “Best Practice” Sense-Categorize-Respond Simple   Complicated   Sense-Analyze-Respond “Good Practice” Chaotic   Complex   C E C E{ } Probe-Sense-Respond “Novel Practice” “Emergent Practice” Act-Sense-RespondMay 2016 PrDinthe CynefinFramework
  52. 52. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Unknown Unknowns Unknowable Unknowns Known Unknowns Known Knowns {C------>E} C≠E {C=E} “Best Practice” Sense-Categorize-Respond Simple   Complicated   Sense-Analyze-Respond “Good Practice” Chaotic   Complex   C E C E{ } Probe-Sense-Respond “Novel Practice” “Emergent Practice” Act-Sense-Respond Presumptive Design Resides Here May 2016 PrDinthe CynefinFramework
  53. 53. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Backup
  54. 54. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey Why Artifacts Aren’t Prototypes
  55. 55. Artifacts vs. Prototypes May 2016 @leofrish phaseiidesign.com 55
  56. 56. ‘You don’t know how to manage Looking-glass cakes,’ the Unicorn remarked. ‘Hand it round first, and cut it afterwards.’ May 2016 @leofrish phaseiidesign.com 56
  57. 57. Design to Fail Create, Discover, Analyze Make Assumptions Explicit Iterate, Iterate, Iterate The Faster You Go, the Sooner You’ll Know Have Fun! Lack of Courage / Skill Lack of Diversity Believing Our Own Stories Unclear Objectives Losing Our Audience Incrementalism!May 2016 @leofrish phaseiidesign.com 57
  58. 58. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey The Case of the Misplaced Business Case May 2016 @leofrish phaseiidesign.com 58
  59. 59. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey The Curious Case of the Hardboiled Egg May 2016 @leofrish phaseiidesign.com 59
  60. 60. #UXPA2016 www.uxpa2016.org SessionSurvey:http://www.uxpa2016.org/session/survey/258 ConferenceSurvey:www.uxpa2016.org/survey The Case of the Transformed Treatment May 2016 @leofrish phaseiidesign.com 60

×