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Ixd ab 73-dave_hora-research

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We face problems in our day-to-day work that we don't have all the necessary information to solve. In addressing those problems, we can guess, estimate, experiment, or even try to "fail fast" our way to success (good luck to you brave souls who choose this). But, especially where users are concerned, we can also choose understand what we're trying to accomplish, identify where the risks & gaps are, and develop our high priority questions for the work at hand. This is what we need to shape effective research. In this talk, we'll cover:

the idea of research as it applies to user experience / interaction work,
the unusual nature of the User / UX Researcher specialist role,
the type of questions we ask & evidence we gather in user research,
how to use that to make the work work.
It's a mostly-practical and slightly theoretical look at research and the mindset that can turn interesting human data into successful products and services.

Published in: Design
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Ixd ab 73-dave_hora-research

  1. 1. re: research Dave Hora, @stonecrops_ Sr. User Researcher, ResearchGate IXDAb #73 21.October.2019
  2. 2. 1. “Research” • what it is • applied mindset • outcomes are aligned with product
  3. 3. it’s just another process: IXDAb #73 21.October.2019
  4. 4. figure out what to learn learn it do something about it The applied research process:
  5. 5. figure out what to learn learn it do something about it The applied research process:
  6. 6. figure out what to learn learn it do something about it The applied research process:
  7. 7. The applied research process:
  8. 8. follow- through questions approach execution analysis synthesis The applied research process:
  9. 9. our goal is effective & informed product development: IXDAb #73 21.October.2019
  10. 10. "Always design a thing by considering it in its next larger context - a chair in a room, a room in a house, a house in an environment, an environment in a city plan." —Eliel Saarinen
  11. 11. A product development process: https://www.slideshare.net/nenj_/intrapreneurship-for-employee-empowerment
  12. 12. Self & solution- centered The important questions: “What do people need?” “Can they use what we built?” “What are they trying to accomplish?” “How do they currently achieve that?” “Do they understand how this concept works?” “Does what we built solve their problems?” “How important is that problem for them?” People & problem- centered
  13. 13. Self & solution- centered The generative/evaluative divide: “generative” “evaluative” “What do people need?” “Can they use what we built?” “What are they trying to accomplish?” “How do they currently achieve that?” “Do they understand how this concept works?” “Does what we built solve their problems?” “How important is that problem for them?” People & problem- centered
  14. 14. PlanGrid’s take, research + product delivery:
  15. 15. “generative” “evaluative” PlanGrid’s Thank you: Christiana Lackner
  16. 16. understand where we are to work on useful questions: IXDAb #73 21.October.2019
  17. 17. follow- through questions approach execution analysis synthesis The applied research process:
  18. 18. follow- through impact questions approach execution analysis synthesis The applied research process:
  19. 19. follow- through impact starts here questions approach execution analysis synthesis The applied research process:
  20. 20. “talking to customers” “doing research” “learning a lot”
  21. 21. “talking to customers” “doing research” “learning a lot”
  22. 22. “we need to learn X so we can decide how to Y”
  23. 23. “we need to learn X so we can decide how to Y”
  24. 24. 2. Secret? Stories • it’s all about human action • sides of the quant/qual divide • stories rule: always
  25. 25. the outcome of our design is action: IXDAb #73 21.October.2019
  26. 26. Page: The Measure of Man and Woman: Human Factors in Design
  27. 27. 4 orders of design: Adapted from Richard Buchanan
  28. 28. We work in Activity Space™
  29. 29. 4 orders of design:What an activity is: For you theoretical types, see also: Acting with Technology Activity Theory and Interaction Design by Victor Kaptelinin and Bonnie A. Nardi
  30. 30. 4 orders of design:What an activity is: For you theoretical types, see also: Acting with Technology Activity Theory and Interaction Design by Victor Kaptelinin and Bonnie A. Nardi a person
  31. 31. 4 orders of design:What an activity is: For you theoretical types, see also: Acting with Technology Activity Theory and Interaction Design by Victor Kaptelinin and Bonnie A. Nardi a person in a context
  32. 32. 4 orders of design:What an activity is: For you theoretical types, see also: Acting with Technology Activity Theory and Interaction Design by Victor Kaptelinin and Bonnie A. Nardi a person in a context trying to accomplish a thing
  33. 33. 4 orders of design:What an activity is: a person in a context trying to accomplish a thing a story
  34. 34. (interlude: watch this 4 minute Kurt Vonnegut video https:// www.youtube.com /watch? v=oP3c1h8v2ZQ ) IXDAb #73 21.October.2019
  35. 35. decide which stories to hear hear those stories make meaningful sense about them The applied research process:
  36. 36. “quant” is just a pile of stories: IXDAb #73 21.October.2019
  37. 37. Jared Spool: It’s A Great Time To Be An Experience Designer https://www.slideshare.net/jmspool/its-a-great-time-to-be-a-designer-r34-1-up
  38. 38. Our currency is stories about activities:
  39. 39. a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing
  40. 40. Everything there is, all that our research is based on, is just mining, understanding, and modeling the driver & context around a collection of stories. (Because the ultimate object & outcome of our design is human action.) a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing
  41. 41. QUAL: How? Why?
  42. 42. Now… determine where to take a sample, and suddenly these stores are “data” in the more familiar, quantitative sense.
  43. 43. QUANT: What? How much? 80% of...
  44. 44. QUANT: What? How much? QUAL: How? Why? These are inseparable facets of understanding experience: the quant & qual are two views of the same stories.
  45. 45. QUANT: What? How much? QUAL: How? Why? a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing a person in a context trying to accomplish a thing
  46. 46. GOOD USER RESEARCH GOOD ANALYTICS & DATA SCIENCE WELL INFORMED AND EFFECTIVE PRODUCT / SERVICE DESIGN
  47. 47. the story, the how & why, changes minds: IXDAb #73 21.October.2019
  48. 48. “Tell me about a specific person who has this problem. Now, how is it going to be better once we do [this thing?]” —Every good researcher
  49. 49. The ultimate questions; “What, specifically, should happen differently in the world? For whom?” “How will doing [this work] change how that happens?”
  50. 50. take care: there is power in stories
  51. 51. 3. Ways of Work • research as story-manipulation • Shepherd, Cartographer, Interpreter, Evangelist • right stories & right treatment change minds
  52. 52. [4] metaphors for research, manipulating stories: IXDAb #73 21.October.2019
  53. 53. 1.Researcher as Shepherd: 
 show the team where the story happens
  54. 54. Self & solution- centered “generative” “evaluative” “What do people need?” “Can they use what we built?” “What are they trying to accomplish?” “How do they currently achieve that?” “Do they understand how this concept works?” “Does what we built solve their problems?” “How important is that problem for them?” People & problem- centered
  55. 55. “generative” “evaluative”
  56. 56. Shepherd work: • Usability testing • Prototype testing • Field observations • Experience sampling • User interviewing the interactions we evaluate are the source of truth
  57. 57. Researcher As Shepherd: • Take your “flock” to the source • Triangulate timeliness • Socialize for relevance
  58. 58. 2.Researcher As Cartographer: 
 make the story visual and tangible
  59. 59. Self & solution- centered “generative” “evaluative” “What do people need?” “Can they use what we built?” “What are they trying to accomplish?” “How do they currently achieve that?” “Do they understand how this concept works?” “Does what we built solve their problems?” “How important is that problem for them?” People & problem- centered
  60. 60. “generative” “evaluative”
  61. 61. Tell the team: • What common themes did you find? • What customer needs are unmet, problems unsolved? • What new questions do you have about our customers? (quant, qual)
  62. 62. Cartographer work: • Journey mapping • Experience mapping • Ecosystem modeling • Service blueprinting • User interviewing make the context tangible and you can literally point to the future you want to create
  63. 63. Researcher As Cartographer: • select actionable contexts • use the right time scales • make the work interactive
  64. 64. 3.Researcher as Interpreter
 synthsize systematic motivations from stories
  65. 65. Self & solution- centered “generative” “evaluative” “What do people need?” “Can they use what we built?” “What are they trying to accomplish?” “How do they currently achieve that?” “Do they understand how this concept works?” “Does what we built solve their problems?” “How important is that problem for them?” People & problem- centered
  66. 66. “generative” “evaluative”
  67. 67. Interpeter work: • User personas • Behavioral segments • Jobs to be Done • Design synthesis • User interviewing make the context tangible and you can literally point to the future you want to create
  68. 68. Researcher As Interpreter: • Understand team drivers & user needs • Identify stable goals from stories • Model to build foundational understanding
  69. 69. 4.Researcher as Evangelist
 create exposure to stories and their context
  70. 70. Self & solution- centered “generative” “evaluative” “What do people need?” “Can they use what we built?” “What are they trying to accomplish?” “How do they currently achieve that?” “Do they understand how this concept works?” “Does what we built solve their problems?” “How important is that problem for them?” People & problem- centered
  71. 71. “generative” “evaluative”
  72. 72. Evangelist work: • Field visits • Support shadows • Open interview seats • Episodes @ all-hands • ??? → (your idea here) how do we keep the pulse of our users’ work and needs active within our teams?
  73. 73. Researcher As Evangelist: • Incept stories & context into org’s day-to-day • Sell the people & stories, not your process • Lend credibility Photo by Austin Distel on Unsplash
  74. 74. A summary of our research mindset & process: 1. Understand what your [design or product etc.] team is trying to accomplish 2. Recognize where the team is in that process, where the uncertainty and risk lie 3. Consider the stories at play, present and future 4. Form good questions, involve the right people, get the right stories, make sense of them & communicate them in the right mode: 
 drive effective action for product & design IXDAb #73 21.October.2019
  75. 75. decide which stories to hear hear those stories make meaningful sense about them Anyone can do it—just follow these simple process!
  76. 76. re: research Dave Hora, @stonecrops_ Sr. User Researcher, ResearchGate IXDAb #73 21.October.2019
  77. 77. Q&A?
  78. 78. re: research Dave Hora, @stonecrops_ Sr. User Researcher, ResearchGate IXDAb #73 21.October.2019

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