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Converting Research Findings in to Business Speak

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Presented at Web Directions 08. The presentation discusses how to use design tools to embed ethnographic research in to the business.

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Converting Research Findings in to Business Speak

  1. 1. Converting Research Findings in to Business Speak
  2. 2. What I hope to share… <ul><li>1) That there are different types of customer research </li></ul><ul><li>2) Why ethnographic research findings are more difficult to embed in the business </li></ul><ul><li>3) Design tools – a bucket of ideas we have tried to solve point 2! </li></ul>
  3. 3. Stephen!
  4. 4. Design Research Ethnographic Behavioural Evaluative Interactional Structural
  5. 5. Interactional
  6. 6. Structural
  7. 7. Behavioural
  8. 8. Evaluative
  9. 9. Ethnographic
  10. 10. Brought in at the end, to being involved in the planning phase… Ethnographic Behavioural Evaluative Interactional Structural
  11. 11. Problems & solution, to patterns & opportunities… Ethnographic Behavioural Evaluative Interactional Structural
  12. 12. Example - MND <ul><li>Problem: The field is too short for people to see all 8 Serial Numbers they enter. </li></ul><ul><li>Fix: Lengthen the field. </li></ul>
  13. 13. Example - Vogue Pattern: People have different buying cycles for “events” versus normal clothing. Events fall into a broad range of categories, such as school reunions, new years eve, engagement parties, weddings etc.  Opportunity: Make suggestions on event based fashion.
  14. 14. One page, one site, to a long term strategy… Ethnographic Behavioural Evaluative Interactional Structural
  15. 15. One discipline, one design team, the business… Ethnographic Behavioural Evaluative Interactional Structural
  16. 16. User Informed Design
  17. 17. <ul><li>Design </li></ul>Advertisers’ requirements Customer needs & emotions Business goals Editorial plans & capabilities Marketing & brand perception Meeting or beating the competition Technical capabilities & standards
  18. 18. Shared Understanding & a shared vocabulary
  19. 20. What would Anne, Chris or Adam want?
  20. 22. Design is Negotiation
  21. 23. Feature Analysis Matrix Business Listings Competitor/Peer Review
  22. 24. Feature Analysis Matrix
  23. 25. Design is Innovation
  24. 28. Research Cards
  25. 29. Design Tools – Learnings (So Far) <ul><li>Should be stand-alone, digestible, snappy </li></ul><ul><li>Reusable and adaptable by anyone in the business </li></ul><ul><li>Aren’t prescriptive but encourage exploration </li></ul><ul><li>Designed to help create a shared understanding, or support negotiation & innovation </li></ul>
  26. 30. <ul><li>Thanks to the team for letting me </li></ul><ul><li>show their work! </li></ul><ul><li>Questions or </li></ul><ul><li>More examples? </li></ul>
  27. 31. Notes <ul><li>Slide 3 – Photo courtesy of Stephen Cox. Hear his presentation, which predeeds this one at: http://www.webdirections.org/resources/stephen-cox/ </li></ul><ul><li>Slide 5 – Photo courtesy: http://www.computerhistory.org/timeline/images/1950_swac_large.jpg </li></ul><ul><li>Slide 6 - Photo courtesy: http://www.allposters.com/-sp/City-Street-Signs-Posters_i1815309_.htm </li></ul><ul><li>Slide 7 - Photo courtesy: uwstopia.nl/files/2006/11/statistics.jpg </li></ul><ul><li>Slide 8 - Photo courtesy: www.artagogo.com/reviews/sjma/Tupperware.jpg </li></ul><ul><li>Slide 9 - Photo courtesy: http:// www.jamd.com/search?assettype = g&assetid =3381043&text=horse+race+spectator+1950 </li></ul><ul><li>Slide 16 – “User Informed Design” As quoted by Jared Spool - Journey to the Centre of Design, IA Summit 2008 http://www.uie.com/brainsparks/2008/04/23/ia-summit-keynote-journey-to-the-center-of-design/ </li></ul><ul><li>Slide 25 - Indi Young’s presentation at Web Directions North 2008 suggested that innovation doesn’t naturally guarantee success – focussed innovation based on understanding what users want is the key. http://www.webdirections.org/resources/indi-young-innovation-with-mental-models/ </li></ul>

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