Research and Design Methods Michael
Hawley Megan Grocki Adam Connor @madpow

Analysis Paralysis Stuck in a
Agreeing on Infusing Research Creative Rut Design Decisions Into Design Finding Budget For Research Too Many Cooks In The CEO iPad the Kitchen Christmas Gift Effect Uniting a Team Around Too Many Ideas a Common Vision Decision by Committee Loudest Customer Complaint Syndrome The Swoop and Poop @madpow

Research Experience Visioning Design Studio
@madpow

Why Research?
@hawleymichael @madpow

Why Research? Design is Decision
Making Copy Trends Experiment, Learn and Adjust Intuition or Preferences Informed by Research @madpow

@hawleymichael @madpow

When All Else Fails, Do
It Anyway @hawleymichael @madpow

Research Buzz Word Bingo Affinity
Desirability Laddering Likert Scales Tree Testing Diagraming Studies Rapid Iterative Card Sorting Eyetracking A//B Testing Field Studies Testing Contextual Heuristic First-click Site Surveys Mental Models Inquiry Reviews testing Galvanic Skin Repertory Grid Focus Groups Intercepts Collaging Response Unmoderated Customer Diary Studies Task Analysis Cultural Probes Testing Feedback Panels Design Triading Mood Maps 5-Second Test Web Analytics Ethnography @hawleymichael @madpow

Step 1: What Question You
Are Answering? User Task/Workflow Concept Business Usability @hawleymichael @madpow

Step 2: What Data Source
Do You Have? http://www.useit.com/alertbox/user-research-methods.html @hawleymichael @madpow

Step 3: Where Are You
In the Design Process? Strategy and Inspiration Optimization and Refinement Benchmarking and Assessment Research Early feasibility, thinking about Still looking for opportunities, but Measuring design against prior Goal walking in the user’s shoes also narrowing down scope, versions and competition. looking for improvements to Validating ROI or identifying future structure, and minimizing risk opportunities. Methods Ethnography, contextual Card sorting, online usability A/B testing, SUMMI and SUS, inquiry, diary studies, surveys, testing, surveys, desirability vertical benchmarking, ongoing comparative studies, studies, naming studies user community commentary participatory activities Interactive Low-fidelity artifact testing, Mid-fidelity artifact testing, pre- High-fidelity usability testing, strict Assessment exploratory, looking for defined tasks, still plenty of set of tasks, statistical reactions moderator interaction. Iterative if considerations for post-task ad possible. post-test questionnaires. @hawleymichael @madpow

Don’t Forget: Business Realities ê
Agile Versus Waterfall ê Innovation versus Refinement/Improvement ê Marketing vs. Transactional vs. Informational Experiences ê Skepticism of User-Centered Design ê Stakeholder Influence ê Team Member Engagement and Observation ê Time & Budget ê Access to Participants @hawleymichael @madpow

Research Approach User- Genius Centered
Research Design Design Inspired Design @hawleymichael @madpow

Research Experience Visioning Design Studio
@madpow

What do we do with
the research? ICE BREAKING ê Personas include a narrative, but sometimes we need more detail than a snapshot can show ê Journey models help us write and illustrate a story of interactions and relationships @megangrocki @madpow

Bringing the audience to life
ICE BREAKING ê Paradigm shift from systems of transaction to systems of engagement ê It’s easy to get lost in data, but we can’t forget about the human elements span numerous channels. @megangrocki @madpow

What is a journey model?
ICE BREAKING @megangrocki @madpow

What is a journey model?
ICE BREAKING @megangrocki @madpow

What is a journey model?
ICE BREAKING @megangrocki @madpow

What is a journey model?
ICE BREAKING @megangrocki @madpow

Potential vs. Reality ICE BREAKING
ê How it could be (happy path) ê How it really is (more realistic path) Source: Andrea Resmini & Dan Willis @megangrocki @madpow

How are journey models used?
ICE BREAKING ê Create strategic vision prior to detailed design ê Build consensus with stakeholders, showing opportunities across the ecosystem ê Identify key interactions to prototype and test @megangrocki @madpow

How do you make a
journey model? ICE BREAKING ê Identify the patients or users ê Craft realistic scenarios ê Develop the best template type ê Review research & fill gaps ê Create the journey map or model ê Share and iterate (ongoing) ê Don’t forget to use them! @megangrocki @madpow

What BREAKING in a journey?
ICE do you include ê Goals ê Perceptions ê Timeline ê Motives ê Emotions ê Expectations ê Touch Points ê Audio ê Actions ê Video ê Opportunities Photo: Alinea Restaurant @megangrocki @madpow

Telling the story and keeping
the journey alive ICE BREAKING ê Shout from the rooftops! ê Display prominently in common work areas ê Invite the personas and their journey models to meetings ê When new research is done, update the journey model Photo: Daniel A. Norman @megangrocki @madpow

Research Experience Visioning Design Studio
@madpow

Observe / Synthesize Evaluate Create
/ Refine @adamconnor @madpow

Solution Solution Solution Solution Solution
Solution Observe / Solution Evaluate Synthesize Solution Create / Refine Solution @adamconnor @madpow

Challenges… ê Getting consensus from
stakeholders and team members on which concepts to eliminate, which should be refined and eventually choosing one, can take a very long time ê Never enough time and money to fully flesh out and evaluate every idea with users ê As projects progress, new requirements and constraints often emerge @adamconnor @madpow

Solution Solution Solution Solution Observe
/ Synthesize Solution Solution Solution Evaluate Solution Design Studio = + Create / Refine Solution @adamconnor @madpow

Sketch  Present  Critique
@adamconnor @madpow

Sketch  Present  Critique
@adamconnor @madpow

Sketch  Present  Critique
@adamconnor @madpow

Sketch  Present  Critique
@adamconnor @madpow

The Setup
http://www.john.do/blog/wp-content/uploads/2010/08/mouse-trap-1.jpg
@adamconnor @madpow

Materials ê Personas ê Scenarios
ê Business Goals ê Design Principles @adamconnor @madpow

More Materials ê A timer
ê Paper ê Black markers ê Tape/drafting dots ê Butcher paper (optional) ê Red & green markers (optional) @adamconnor @madpow

Sketch, Present, Critique
@adamconnor @madpow

Notes on Critique ê Focus
on how/why a design does or doesn’t satisfy a goal or user need. ê Ask questions when necessary. ê Presenters should clarify aspects of their design when necessary, and avoid getting defensive. ê Don’t get stuck on avoiding “I like...” and “I don’t like…”. Just bring it back to the scenario, personas and goals ê Avoid problem solving. @adamconnor @madpow

And now back to sketching…
2 more rounds ê Individuals focus on a single solution (of their choosing) ê Groups collaborate and define a single solution together @adamconnor @madpow

The Aftermath
http://www.youtube.com/watch?feature=player_embedded&v=bPNyK7XTy6o
@adamconnor @madpow

Additional Benefits… ê Good ideas
can come from anywhere ê Builds a shared understanding of the problem space and the different perspectives individual team members have of it ê Speeds up the design timeline in a project ê Builds a shared sense of ownership and collaboration in the creation of the solution ê Gives non-designers an opportunity to understand the ramifications that various decisions have on aspects of the design @adamconnor @madpow