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Design Research (is not Market Research)



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Design Research (is not Market Research)

  1. 1. Design Research (is not Market Research) Brown Bag Series, UX Team creationcenter | COPYRIGHT 2009 T-MOBILE, USA | PROPRIETARY AND CONFIDENTIAL | NOT FOR PUBLIC DISTRIBUTION 1
  2. 2. Research and strategy in design are ways to give yourself a reality check.
  3. 3. the creation center Design research is used to encourage disruptive innovation before you create new products. T-Mobile: Creation Center Copyright 2010 Andrea Small
  4. 4. the creation center Why don’t we just start viability YES coming up with cool desirability ideas? YES feasibility YES Cool ideas often don’t get to, or even tank, in market. T-Mobile: Creation Center Copyright 2010 Andrea Small
  5. 5. the creation center courtesy of 1. Get out of your rabbit hole. Understand the world through your customer’s eyes. T-Mobile: Creation Center
  6. 6. the creation center courtesy of 2. Mediate a group opinion. Open communication within a team is essential. T-Mobile: Creation Center
  7. 7. the creation center courtesy of 3. Connect with an emotional story. There is no formula for human behavior. T-Mobile: Creation Center
  8. 8. Choose the right method for… …research …and synthesis
  9. 9. 3. Connect with an Research is emotional story. about finding the needs people don’t even know they have. T-Mobile: Creation Center
  10. 10. Prepare beforehand. 1.Interview your stakeholder to understand the company goal. 2.Research existing offerings in a product space. 3.Align your research method with the constraints of your project.
  11. 11. You are looking for: •Behavior that surprises your assumptions. •Differences between what they say and what they do. •The way they define their values and priorities.
  12. 12. research Immerse yourself with multiple approaches. Interview Experience Objects Get a sense of their life context by talking Shadow their everyday life to understand Hold a show and tell of the things they use about their everyday routine and see their their challenges and how they work around everyday to see what they consider surroundings. them. important.
  13. 13. research • Card sorts • Questionnaires • Diaries • Surveys • Mind maps • Extreme users • Fly on the wall • Cognitive walkthrough toolbox • Mystery shopper • Secondary research • Analogous experiences • Co-design workshops • Photo journals • Focus groups • Contextual inquiry • Trend analysis • Expert interviews • Competitive analysis
  14. 14. research Contextual Inquiry Interviewing individuals in their home to understand everyday lives. > Behavior, value systems, unmet needs, workaround solutions Analogous Experiences goodies Observing interaction and context at comparative research sites. > Group dynamics, relationships, navigation Extreme Users Shadowing and interviewing outliers to articulate essential human needs. > Motivators, ecosystem drivers, redefining a problem
  15. 15. Synthesis is about identifying people’s unmet needs.
  16. 16. Keep in mind: 1.This should be the sum of each team member’s unique perspective . 2.It’s a bottom-up process to allow surprising findings to emerge. 3.You are translating observations into ways to guide new products.
  17. 17. Rules of thumb: •Get concrete to communicate across practice areas. •Organize for patterns to visualize the data and get a sense of scale. •Make leaps to interpret, and then keep on iterating for meaning.
  18. 18. synthesis Ramp up your expertise with background knowledge. Industry experts Cultural landscape Subject matter experts Learn from the approach of other Look at the macro trends that effect your Understand the right language and businesses to create revenue- generating customers, from changes in social norms to definitions of your research area, to minimize recommendations. product fashions. multiple interpretations.
  19. 19. synthesis • Visualizing • Clusters • Analyzing • Venn Diagram • Organizing • Typologies • Experience map • 2x2’s toolbox • Filtering • Journeys • Interpreting • Scenarios • Framework • Tensions • Personas • Infographics
  20. 20. synthesis Cluster Filtering pieces of data to see emergent themes. > Themes, pain points, need tensions Experience map Plotting out needs, actions or motivations of the user over time > Customer journeys, key decision points, scenario plans goodies Typologies Breaking out the key user values with different definitions. > Strategic landscape, User priorities Framework Organizing the motivators and trade-off decisions of your users. > Tools such as 2x2’s, Venn diagrams, or infographics.
  21. 21. Now apply these learnings… …for your own projects!
  22. 22. applied insights Say you have a project on a mobile social networking app: We don’t need another Facebook, but then what do we need? Some parameters: 1.Your marketing stakeholder wants to target young adults (18-34) 2.Your business strategy stakeholder wants to ensure that it is easy enough to learn for a mass market
  23. 23. applied insights Get to the heart of the matter Use an analogous experience 1. Ask yourself, what is this really about? • Community • Hangout spot 2. Is there something that people do already? • Parking lot at Dunkin’ Donuts (hmm… no, you need to also think about your client) • Skate Park
  24. 24. applied insights Open your eyes, and go out the door: Look for: • Roles • Relationships • Crowded/ empty spaces • Badges of affiliation • Hierarchies of status • Unique language
  25. 25. applied insights You start to notice a pattern Advanced skaters teach and Performance and mentorship come up mentor in a spontaneous way over and over again. Skaters spend as much time watching others skate The most tricks happen in The best skaters have front of the lunch tables Certain areas respected the same helmet sticker Casual socializing begins as non-social with asking for tips
  26. 26. applied insights Now make it actionable Teaching space Your users : HIGH • Socialize through teaching OPPORTUNITY • Rely on a mix of different skill levels SOCIAL • Prefer to hone their skills alone until they can perform Audience Performance So, they need: • Clear marks of “teacher” expertise for learners NON- SOCIAL • Designated areas to switch into observation mode • Practice spaces that are set apart from social areas Practicing space
  27. 27. the creation center thank you! T-Mobile: Creation Center Copyright 2010 Andrea Small