Flotree pcs 2011

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ProductCamp Seattle 2011. Introduction to Contextual Inquiry, the best-practice approach to user research.

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Flotree pcs 2011

  1. 1. ProductCamp October 2011 Using Contextual Inquiry To Understand Customer Needs 978.823.0100 Dave Flotree, Program Manager 2352 Main Street, Suite 302 dave.flotree@incontextdesign.com Concord, MA 01742 www.incontextdesign.com Copyright © 2011 InContext Enterprises Inc. All rights reserved.
  2. 2. Contextual Inquiry Provides reliable, detailed knowledge of what people actually do and what they really care about
  3. 3. Contextual Inquiry A set of principles, not steps Context Partnership Interpretation Focus
  4. 4. The principle of Context What people say they do And what they actually do Are different
  5. 5. What is Context?Get as close to the work as possible  Go to the customer  Interview while they are working  Be grounded in real objects and events  Pay attention to non-verbal communicationOngoing work versus summary experience  People tend to give summaries  Ongoing work is never summarizedStay concrete, don’t abstract  Ongoing work  Retrospective account — from the last two weeks  Look at artifacts
  6. 6. The principle of Partnership People know everything about what they do… They just can’t tell you
  7. 7. What is Partnership?Partnership as relationship  The user is the expert  So follow their lead  Help the users articulate and Withdrawal see their work practiceAvoid ineffective interview styles  The Traditional Interviewer  The Expert/Novice  The Guest/Host ReturnApprenticeship is the preferred model  Listen, learn, be humble, don’t judge  And assume that people do things for a reason  Return to the ongoing work • It always keeps you in the apprenticeship model
  8. 8. The principle of Interpretation It’s not the facts that matter… It’s the interpretation of the facts
  9. 9. What is Interpretation?Interpretation is the data  A shared understanding of what is going on Customer  Offer interpretations • Don’t ask open-ended Fact questionsListen for the “No” tune the interpretation  Huh? Hypothesis  Umm... could be  “They” would like it  “Yes” comes with elaboration Implication  Watch for non-verbal clues  Check your design ideas as they occur Design Idea
  10. 10. The principle of Focus “…There are also unknown unknowns – the ones we dont know we dont know.”
  11. 11. What is Focus?Know your purpose entering focus  We all have an entering focus what • A set of preconceived assumptions and beliefs we make  Drive interviews with your project focus up • A clear understanding of what work you are trying to understand  Expand your focus what we see • Challenge your assumptions, probe the unexpectedProbe to expand focus  Surprises and contradictions  “Nods” — What you assume is true  What you do not know  The problem behind solutionsShare  Interpretations for validation what we miss  Design ideas for co-design user’s world
  12. 12. Contextual Inquiry Context Partnership Interpretation Focus
  13. 13. Are you visiting your users in the field?If so, are you…  An apprentice to their work?  Staying concrete and not summarizing?  Challenging your assumptions?  Bringing back a shared interpretation of what you see happening?If not, what are the barriers?How are you gathering requirements?  What’s left open for interpretation? Who ends up interpreting?  How do you know they are right?
  14. 14. Contextual DesignRequirements & Solutions Contextual Inquiry Talk to specific customers in the field What matters to Interpret the data as a team to capture key issues users – Interpretation Session characterizing what they do Work Models and Consolidate data across customers for a full market view Affinity Diagramming New ideas and Visioning Redesign people’s work with new technology ideas directionDefine & Validate Concepts Storyboarding Work out the details of particular tasks and roles Redesign activities and technology to User Environment provide value Design system to support this new work Design Paper Mock-Up Mock up the interface using interaction patterns for testing Interviews Iterate the system with Interaction & Visual users Design and test the final look and user experience Design
  15. 15. Put the customer at the center of the designDave Flotree, Program Managerdave.flotree@incontextdesign.com

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