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DCSJ2021 Presentation - Exploring & Understanding

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DCSJ2021 Presentation - Exploring & Understanding

  1. 1. EXPLORING& UNDERSTANDINGPROBLEMS ADVENTURE IS OUT THERE! YOSEFSHUMAN.COM
  2. 2. THE DESIGN THINKINGPROCESS: “REFLECTING BRIDGE”MODEL YOSEFSHUMAN.COM/2019/09/05/A-NEW-MODEL-FOR-THE-DESIGN-THINKING-PROCESS
  3. 3. WHYDO(GENERATIVE)RESEARCH? To understand the goals, behaviors, challenges, and experiences of people we design for (& with!) As a check against our internal biases To understand the context and connections related to our problem space To uncover novel opportunities and inspire innovative solutions
  4. 4. GOALS,BEHAVIORS,BELIEFS,VALUES
  5. 5. NATHAN SHEDROFF DIFFERENTKINDSOFVALUE
  6. 6. ALSOTHIS… BAIN & CO.
  7. 7. DIGDEEPERWITH“5WHYS”THINKING etc. etc. etc.
  8. 8. DEEPESTLEVEL: JOBSTOBEDONE JTBD
  9. 9. or Force WRITINGAJOBSTORY JTBD.INFO
  10. 10. Product Service Experience JTBD+SERVICEDESIGN
  11. 11. DEVELOPINGINTERVIEWQUESTIONS First, spend some time figuring out what you need to know — Where are your knowledge gaps? Avoid leading or closed (yes/no) questions Encourage stories (ex: “Tell me about a time when…”) Areas you may want to explore are: Anxieties, behaviors, benefits, channels used, choices made, features, goals, etc. Tip: A fun interview closer is “The Magic Wand” question (ex: “If you could magically and immediately change one thing about your experience, what would it be?”)
  12. 12. INTERVIEWTIPS&TRICKS Start by reminding them that there are no right or wrong answers Don’t be afraid of silence Mirror body language To avoid your own biased interpretations, try to take down exact quotes Keep an eye out for their “workarounds” Try to uncover their “Jobs To Be Done” Be curious: Ask follow-up questions! (“What” & “How” questions are better than “Why”)
  13. 13. TEAM PLATYPUS NYC AFFINITYMAPPING+THEMES
  14. 14. JOURNEYMAPPING
  15. 15. CRAFTINGHMWQUESTIONS Get Aspirational: HMW make clothes shopping the best part of your week? Consider Emotions: HMW design a fitting room to boost your confidence? Take it to Extremes: HMW make shopping change your life? Question an Assumption: HMW know that clothes fit us without trying them on? Flip a Pain Point: HMW make it effortless to get in and out of jeans? Create an Analogy: HMW we make trying new clothes feel like a personal transformation? Focus on an Element: HMW amplify and celebrate finding the perfect pair of jeans? COOPER PROFESSIONAL EDUCATION EXAMPLE INSIGHT: “SHOPPING FOR CLOTHES IS LIKE AN ARDUOUS, PAINFUL TEST OF YOUR STAMINA”
  16. 16. What are the uncertainties or gaps in your knowledge? What seems to be the problem? Where/How can you best find answers to your questions? 1. Assume 2. Introspect 3. Strategize RECAP:EXPLORINGPROBLEMS Seek out, collect, and document information 4. Observe 30 min 16 min (x2)
  17. 17. RECAP:UNDERSTANDINGPROBLEMS What patterns are emerging? What did you see and hear? What was surprising? What tensions exist? What opportunities exist for growth? 1. Reflect 2. Theme 3. Insight 4. How Might We? 30 min + lunch
  18. 18. LET’S JAM!!

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