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Well, we did all this research…
Now what?




    BayCHI
    June 9, 2009
1
Some things just take time




2 - BayCHI       June 9, 2009    Portigal Consulting
Agenda

             Introduction
                • Set the context
             Synthesis
                • Turning field data into insights
             Ideation
                • Turning insights into solutions




3 - BayCHI                    June 9, 2009           Portigal Consulting
Introduction




4 - BayCHI       June 9, 2009   Portigal Consulting
Portigal Consulting



      We help companies discover and act on
      new insights about their customers and
      themselves




5 - BayCHI                June 9, 2009         Portigal Consulting
Typical Development Lifecycle




             What to        Refine ideas
                                                 Launch
             make or do?    and prototype




                           Iterate and improve




6 - BayCHI                     June 9, 2009           Portigal Consulting
Where We Work


             Take a fresh look at
             people

             What to                 Refine ideas
                                                          Launch
             make or do?             and prototype




                                    Iterate and improve




7 - BayCHI                              June 9, 2009           Portigal Consulting
Where We Work


                           Use existing ideas as
                           hypotheses

             What to         Refine ideas
                                                   Launch
             make or do?     and prototype




                           Iterate and improve




8 - BayCHI                      June 9, 2009            Portigal Consulting
Where We Work




             What to           Refine ideas
                                                      Launch
             make or do?       and prototype

                           History provides context
                           to explore new
                           opportunities

                             Iterate and improve




9 - BayCHI                        June 9, 2009             Portigal Consulting
Synthesis
Turning field data into insights




10 - BayCHI             June 9, 2009   Portigal Consulting
11 - BayCHI   June 9, 2009   Portigal Consulting
Synthesis is Successive Refinement
• First process the experience you have collecting data (“in
  your head”) and then the data itself (“heavy lifting”)
• You’ll go through and refine it
• Then go through that and refine it
• Repeat!




12 - BayCHI                 June 9, 2009            Portigal Consulting
Synthesis is Ongoing
• Throughout the data collection process
     – Storytelling and regular debriefs: What did you see? What does it mean?
     – Email out daily summaries




13 - BayCHI                          June 9, 2009                    Portigal Consulting
Data In Your Head
• After we are done with fieldwork, we collate our reflections
  and quickly identify a starter set of 5 to 10 thematic areas
     – Some of these are right out of the field guide
     – Some of these are new patterns that you observed
     – We may see there’s an interesting area but we don’t understand the details
       yet
• We deliver this as a top-line summary




14 - BayCHI                           June 9, 2009                   Portigal Consulting
The Heavy Lifting
• Go back through our raw data                        Support an emotional in‐
  closely and pull out anything                       control state

  noteworthy or provocative                           Bridge analog and digital 

     – This could be a pattern of ownership of        Be tangible/tactile/visual
       products, a statement people made, a           Connect household members
       surprise you heard, a mental model, etc.
                                                         Sample of a user experience brief

• Collaboratively develop and build up
  patterns, collate, coordinate, and
  refine
     – Discussing, writing, rewriting, discussing
• We produce a few points that make
  up a user experience brief


15 - BayCHI                            June 9, 2009                          Portigal Consulting
Synthesis Mechanics
• Get field data in text form
     – Watch videos and type them up
     – Don’t worry about implications, keep a
       descriptive voice
        – If you use your own voice, do something
           typographic to call it out (ALL CAPS,
           highlight, etc.)
     – Get transcripts (and re-read, or watch ‘em
       and read)
• Review printouts by yourself and
  make marginal notes on what seems                 Sample annotated transcript


  like a pattern, or what seems
  interesting
     – Ask yourself questions; give something a
       label; propose a solution

16 - BayCHI                          June 9, 2009                     Portigal Consulting
17 - BayCHI   June 9, 2009   Portigal Consulting
18 - BayCHI   June 9, 2009   Portigal Consulting
Synthesis Mechanics

• Together with team, present each field session as
  case study
• Using notes, narrate highlights
     – Who is this person, what did they do, what did they use,
       what problems did they have, what stories did they tell
     – Stick with the high level, set the context
• Bring up the meta-content: "Oh, here's a great
  quote!"
     – These are seeds for a brainstorm to label the theme
     – Others will add other examples that support or contest
       those themes

19 - BayCHI                   June 9, 2009            Portigal Consulting
Synthesis Mechanics

• Make sure to follow the structure of getting through
  each story
     – Maybe putative themes don’t survive, but for now get
       'em up on the board
• The first few narratives are slow and rich but
  eventually you’ll speed up because most
  everything has been covered
• Clustering!
     – i.e., observations, new models, and design implications
• Writing task to distill brainstorm material into key
  takeaways
20 - BayCHI                   June 9, 2009            Portigal Consulting
Sample User Experience Briefs




  Support an emotional in-     Keep the human touch in
  control state                communication               Enable multitasking
  Bridge analog and            Allow people to move        Enable serendipitous
  digital                      seamlessly between          use
  Be tangible/tactile/visual   places                                             st
                                                           Support events, not ju
  Connect household            Allow people to integrate   conversation
  members                      seamlessly across
                               different devices and
                               systems


        Project A                    Project B                  Project C



21 - BayCHI                              June 9, 2009                 Portigal Consulting
Synthesis Activity (10 minutes)
•   Work with a neighbor or two
•   Quickly share your observations
•   Find patterns and group your observations into buckets, for example:
     –   Motivations
     –   Hardware
     –   Breakdowns
     –   Learning
•   For your best few buckets, produce a sentence with a point of view
     – i.e., rewrite ”Organizing Technologies” into “People are rejecting organizing
       technologies that have a perceived high barrier to usage”
•   For each bucket, create a concise statement that describes an
    opportunity area
     – From “People are rejecting organizing technologies that have a perceived
       high barrier to usage” to “Enable obvious utility in a low-cognitive-load way”
     – Don’t describe how this should be done, just what should be done
     – Consider this as summarizing the most crucial unmet needs
22 - BayCHI                            June 9, 2009                      Portigal Consulting
Ideation
Turning insights into solutions




23 - BayCHI            June 9, 2009   Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
              Experience
                Brief

                  3         Ideation
                           Questions

                              4             Possible
                                           Strategies

                                                  5     Possible
                                                        Solutions


                                                             6              Detailed
                                                                           Solutions


                                                                                7

24 - BayCHI                        June 9, 2009                       Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
              Experience
                Brief
                                           You’ve already collected
                                           these at the beginning of
                  3         Ideation       the engagement, but it’s
                           Questions
                                           worthwhile to restate,
                              4
                                           confirm, and evolve here
                                            Possible
                                           Strategies

                                                  5     Possible
                                                        Solutions


                                                             6              Detailed
                                                                           Solutions


                                                                                7

25 - BayCHI                        June 9, 2009                       Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
              Experience
                Brief

                  3         Ideation
                           Questions

You’ve just done this         4             Possible
                                           Strategies

                                                  5     Possible
                                                        Solutions


                                                             6              Detailed
                                                                           Solutions


                                                                                7

26 - BayCHI                        June 9, 2009                       Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
              Experience
                Brief

                  3         Ideation
                           Questions

                              4             Possible
                                           Strategies

                                                  5     Possible
                                                        Solutions


                                                             6              Detailed
                                                                           Solutions


                                                                                7

27 - BayCHI                        June 9, 2009                       Portigal Consulting
Activity: Ideation Questions (1 min.)

• Apply How can we…? to each point in your User
  Experience Brief
     – i.e., rewrite “Enable obvious utility in a low-cognitive-cognitive load
       manner” as “How can we enable obvious utility in a low-cognitive-
       load way?”




28 - BayCHI                          June 9, 2009                   Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
              Experience
                Brief

                  3         Ideation
                           Questions

                              4             Possible
                                           Strategies

                                                  5     Possible
                                                        Solutions


                                                             6              Detailed
                                                                           Solutions


                                                                                7

29 - BayCHI                        June 9, 2009                       Portigal Consulting
What kind of solutions?
• Solutions exist across many different business areas
       –   Content
       –   Functionality
       –   Visual design
       –   Marketing
       –   Services
       –   Hardware
       –   Software
       –   Form factor
       –   Packaging
       –   Documentation
       –   Retail design
       –   Partnerships
• Even if you are unlikely to impact certain business areas,
  it’s crucial that you set that constraint aside for ideation
30 - BayCHI                  June 9, 2009              Portigal Consulting
What kind of solutions?




31 - BayCHI       June 9, 2009   Portigal Consulting
Activity: Business Areas (2 min.)
• In your group, brainstorm a list of possible business areas
  to design for; think about whatever this business could do
• Use this list as a starting point
     –   Content
     –   Functionality
     –   Visual design
     –   Marketing
     –   Services
     –   Hardware
     –   Software
     –   Form factor
     –   Packaging
     –   Documentation
     –   Retail design
     –   Partnerships
32 - BayCHI                 June 9, 2009            Portigal Consulting
Ideation Process

 Findings                                                1       Objectives


     2           User
              Experience
                Brief

                  3         Ideation
                           Questions

                              4             Possible
                                           Strategies

                                                  5     Possible
                                                        Solutions


                                                             6              Detailed
                                                                           Solutions


                                                                                7

33 - BayCHI                        June 9, 2009                       Portigal Consulting
Developing Strategies
• Responses to any particular ideation question can lead in
  different strategic directions
        Finding: People are rejecting organizing technologies that have a
        perceived high barrier to usage
        Ideation Question: How can we enable obvious utility in a low-
        cognitive-load way?


         Support people’s behavior               Challenge the finding and
         by embracing the finding                change people’s behavior



         Embrace the finding:                    Challenge the finding:
         Leverage visual language of             Create learning opportunities to
         children’s toys                         improve cognitive task management

34 - BayCHI                            June 9, 2009                       Portigal Consulting
Developing Solutions
        Finding: People are rejecting organizing technologies that have a
        perceived high barrier to usage
        Ideation Question: How can we enable obvious utility in a low-
        cognitive-load way?
        Strategies:

         Embrace the finding                            Challenge the finding
         Leverage visual language of                    Create learning opportunities to
         children’s toys                                improve cognitive task management

        Solutions:

                                  Packaging                   Online      Marketing
              Packaging           EZ                          Brain       List-
              Use a               opening                     fitness     making
              cartoon   Design                                games       lessons
              mascot    Use
                        primary
                        colors

35 - BayCHI                                   June 9, 2009                       Portigal Consulting
Generating Ideas

•   Quantity over quality
•   Draw or write your idea
•   Say your idea out loud
•   Listen to the ideas of others
•   Build upon their ideas
     • “Yes, and…”



• Remember to generate ideas, not just talk about the data



36 - BayCHI                    June 9, 2009        Portigal Consulting
Getting Unstuck
• Come up with bad ideas
     – Immoral, dangerous, or bad for business
• Oblique Strategies (Eno/Schmidt)
     – iPhone App
     – @Oblique_Chirps




37 - BayCHI                          June 9, 2009   Portigal Consulting
Ideation Activity (X min)
• Take your ideation question and generate strategies and
  solutions
• Consider the range of possible business areas
• Most ideas will not turn out to be winners, but your
  goal is to develop a facility in connecting research data
  to solutions




38 - BayCHI                June 9, 2009           Portigal Consulting
Thank You!                            I’ll be doing the full
                                          version of this
                                     workshop at EPIC2009
                                           in Chicago on
                                           September 1!




Portigal Consulting                       steve@portigal.com
www.portigal.com                          415-385-4171
39 - BayCHI           June 9, 2009                 Portigal Consulting
Q&A




40 - BayCHI   June 9, 2009   Portigal Consulting

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Steve Portigal - "Well, we did all this research ... now what?"

  • 1. Well, we did all this research… Now what? BayCHI June 9, 2009 1
  • 2. Some things just take time 2 - BayCHI June 9, 2009 Portigal Consulting
  • 3. Agenda Introduction • Set the context Synthesis • Turning field data into insights Ideation • Turning insights into solutions 3 - BayCHI June 9, 2009 Portigal Consulting
  • 4. Introduction 4 - BayCHI June 9, 2009 Portigal Consulting
  • 5. Portigal Consulting We help companies discover and act on new insights about their customers and themselves 5 - BayCHI June 9, 2009 Portigal Consulting
  • 6. Typical Development Lifecycle What to Refine ideas Launch make or do? and prototype Iterate and improve 6 - BayCHI June 9, 2009 Portigal Consulting
  • 7. Where We Work Take a fresh look at people What to Refine ideas Launch make or do? and prototype Iterate and improve 7 - BayCHI June 9, 2009 Portigal Consulting
  • 8. Where We Work Use existing ideas as hypotheses What to Refine ideas Launch make or do? and prototype Iterate and improve 8 - BayCHI June 9, 2009 Portigal Consulting
  • 9. Where We Work What to Refine ideas Launch make or do? and prototype History provides context to explore new opportunities Iterate and improve 9 - BayCHI June 9, 2009 Portigal Consulting
  • 10. Synthesis Turning field data into insights 10 - BayCHI June 9, 2009 Portigal Consulting
  • 11. 11 - BayCHI June 9, 2009 Portigal Consulting
  • 12. Synthesis is Successive Refinement • First process the experience you have collecting data (“in your head”) and then the data itself (“heavy lifting”) • You’ll go through and refine it • Then go through that and refine it • Repeat! 12 - BayCHI June 9, 2009 Portigal Consulting
  • 13. Synthesis is Ongoing • Throughout the data collection process – Storytelling and regular debriefs: What did you see? What does it mean? – Email out daily summaries 13 - BayCHI June 9, 2009 Portigal Consulting
  • 14. Data In Your Head • After we are done with fieldwork, we collate our reflections and quickly identify a starter set of 5 to 10 thematic areas – Some of these are right out of the field guide – Some of these are new patterns that you observed – We may see there’s an interesting area but we don’t understand the details yet • We deliver this as a top-line summary 14 - BayCHI June 9, 2009 Portigal Consulting
  • 15. The Heavy Lifting • Go back through our raw data Support an emotional in‐ closely and pull out anything control state noteworthy or provocative Bridge analog and digital  – This could be a pattern of ownership of Be tangible/tactile/visual products, a statement people made, a Connect household members surprise you heard, a mental model, etc. Sample of a user experience brief • Collaboratively develop and build up patterns, collate, coordinate, and refine – Discussing, writing, rewriting, discussing • We produce a few points that make up a user experience brief 15 - BayCHI June 9, 2009 Portigal Consulting
  • 16. Synthesis Mechanics • Get field data in text form – Watch videos and type them up – Don’t worry about implications, keep a descriptive voice – If you use your own voice, do something typographic to call it out (ALL CAPS, highlight, etc.) – Get transcripts (and re-read, or watch ‘em and read) • Review printouts by yourself and make marginal notes on what seems Sample annotated transcript like a pattern, or what seems interesting – Ask yourself questions; give something a label; propose a solution 16 - BayCHI June 9, 2009 Portigal Consulting
  • 17. 17 - BayCHI June 9, 2009 Portigal Consulting
  • 18. 18 - BayCHI June 9, 2009 Portigal Consulting
  • 19. Synthesis Mechanics • Together with team, present each field session as case study • Using notes, narrate highlights – Who is this person, what did they do, what did they use, what problems did they have, what stories did they tell – Stick with the high level, set the context • Bring up the meta-content: "Oh, here's a great quote!" – These are seeds for a brainstorm to label the theme – Others will add other examples that support or contest those themes 19 - BayCHI June 9, 2009 Portigal Consulting
  • 20. Synthesis Mechanics • Make sure to follow the structure of getting through each story – Maybe putative themes don’t survive, but for now get 'em up on the board • The first few narratives are slow and rich but eventually you’ll speed up because most everything has been covered • Clustering! – i.e., observations, new models, and design implications • Writing task to distill brainstorm material into key takeaways 20 - BayCHI June 9, 2009 Portigal Consulting
  • 21. Sample User Experience Briefs Support an emotional in- Keep the human touch in control state communication Enable multitasking Bridge analog and Allow people to move Enable serendipitous digital seamlessly between use Be tangible/tactile/visual places st Support events, not ju Connect household Allow people to integrate conversation members seamlessly across different devices and systems Project A Project B Project C 21 - BayCHI June 9, 2009 Portigal Consulting
  • 22. Synthesis Activity (10 minutes) • Work with a neighbor or two • Quickly share your observations • Find patterns and group your observations into buckets, for example: – Motivations – Hardware – Breakdowns – Learning • For your best few buckets, produce a sentence with a point of view – i.e., rewrite ”Organizing Technologies” into “People are rejecting organizing technologies that have a perceived high barrier to usage” • For each bucket, create a concise statement that describes an opportunity area – From “People are rejecting organizing technologies that have a perceived high barrier to usage” to “Enable obvious utility in a low-cognitive-load way” – Don’t describe how this should be done, just what should be done – Consider this as summarizing the most crucial unmet needs 22 - BayCHI June 9, 2009 Portigal Consulting
  • 23. Ideation Turning insights into solutions 23 - BayCHI June 9, 2009 Portigal Consulting
  • 24. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 24 - BayCHI June 9, 2009 Portigal Consulting
  • 25. Ideation Process Findings 1 Objectives 2 User Experience Brief You’ve already collected these at the beginning of 3 Ideation the engagement, but it’s Questions worthwhile to restate, 4 confirm, and evolve here Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 25 - BayCHI June 9, 2009 Portigal Consulting
  • 26. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions You’ve just done this 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 26 - BayCHI June 9, 2009 Portigal Consulting
  • 27. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 27 - BayCHI June 9, 2009 Portigal Consulting
  • 28. Activity: Ideation Questions (1 min.) • Apply How can we…? to each point in your User Experience Brief – i.e., rewrite “Enable obvious utility in a low-cognitive-cognitive load manner” as “How can we enable obvious utility in a low-cognitive- load way?” 28 - BayCHI June 9, 2009 Portigal Consulting
  • 29. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 29 - BayCHI June 9, 2009 Portigal Consulting
  • 30. What kind of solutions? • Solutions exist across many different business areas – Content – Functionality – Visual design – Marketing – Services – Hardware – Software – Form factor – Packaging – Documentation – Retail design – Partnerships • Even if you are unlikely to impact certain business areas, it’s crucial that you set that constraint aside for ideation 30 - BayCHI June 9, 2009 Portigal Consulting
  • 31. What kind of solutions? 31 - BayCHI June 9, 2009 Portigal Consulting
  • 32. Activity: Business Areas (2 min.) • In your group, brainstorm a list of possible business areas to design for; think about whatever this business could do • Use this list as a starting point – Content – Functionality – Visual design – Marketing – Services – Hardware – Software – Form factor – Packaging – Documentation – Retail design – Partnerships 32 - BayCHI June 9, 2009 Portigal Consulting
  • 33. Ideation Process Findings 1 Objectives 2 User Experience Brief 3 Ideation Questions 4 Possible Strategies 5 Possible Solutions 6 Detailed Solutions 7 33 - BayCHI June 9, 2009 Portigal Consulting
  • 34. Developing Strategies • Responses to any particular ideation question can lead in different strategic directions Finding: People are rejecting organizing technologies that have a perceived high barrier to usage Ideation Question: How can we enable obvious utility in a low- cognitive-load way? Support people’s behavior Challenge the finding and by embracing the finding change people’s behavior Embrace the finding: Challenge the finding: Leverage visual language of Create learning opportunities to children’s toys improve cognitive task management 34 - BayCHI June 9, 2009 Portigal Consulting
  • 35. Developing Solutions Finding: People are rejecting organizing technologies that have a perceived high barrier to usage Ideation Question: How can we enable obvious utility in a low- cognitive-load way? Strategies: Embrace the finding Challenge the finding Leverage visual language of Create learning opportunities to children’s toys improve cognitive task management Solutions: Packaging Online Marketing Packaging EZ Brain List- Use a opening fitness making cartoon Design games lessons mascot Use primary colors 35 - BayCHI June 9, 2009 Portigal Consulting
  • 36. Generating Ideas • Quantity over quality • Draw or write your idea • Say your idea out loud • Listen to the ideas of others • Build upon their ideas • “Yes, and…” • Remember to generate ideas, not just talk about the data 36 - BayCHI June 9, 2009 Portigal Consulting
  • 37. Getting Unstuck • Come up with bad ideas – Immoral, dangerous, or bad for business • Oblique Strategies (Eno/Schmidt) – iPhone App – @Oblique_Chirps 37 - BayCHI June 9, 2009 Portigal Consulting
  • 38. Ideation Activity (X min) • Take your ideation question and generate strategies and solutions • Consider the range of possible business areas • Most ideas will not turn out to be winners, but your goal is to develop a facility in connecting research data to solutions 38 - BayCHI June 9, 2009 Portigal Consulting
  • 39. Thank You! I’ll be doing the full version of this workshop at EPIC2009 in Chicago on September 1! Portigal Consulting steve@portigal.com www.portigal.com 415-385-4171 39 - BayCHI June 9, 2009 Portigal Consulting
  • 40. Q&A 40 - BayCHI June 9, 2009 Portigal Consulting