Just Enough Research

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Presentation from An Event Apart Seattle.

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Just Enough Research

  1. 1. Just Enough Research
  2. 2. Erika Hall@mulegirl#justenuf
  3. 3. 2013
  4. 4. 2001
  5. 5. “Ginger”
  6. 6. “IT”
  7. 7. “IT”“IT”
  8. 8. “Cities will be built around this device.”
  9. 9. “As big a deal as the PC.”“Cities will be built around this device.”
  10. 10. “Maybe bigger than the Internet.”“As big a deal as the PC.”“Cities will be built around this device.”
  11. 11. “IT”
  12. 12. “IT”
  13. 13. “IT”
  14. 14. “IT”
  15. 15. “IT”
  16. 16. “IT”
  17. 17. $6600SEGWAY i2Speed: Maximum 12.5 mphRange: 16-24 milesWeight: 105 lbs
  18. 18. $449“IT” Public T7 Speed: Maximum ~30 mph Range: Unlimited Weight: 28.7 lbs
  19. 19. Whose world?
  20. 20. Why Research?
  21. 21. YourAssumptions
  22. 22. Your TheAssumptions Actual World
  23. 23. Your TheAssumptions Actual World
  24. 24. Your The Wishful ThinkingAssumptions Actual World
  25. 25. Your TheAssumptions Hype Actual World
  26. 26. Your TheAssumptions Risk Actual World
  27. 27. Your TheAssumptions Risk Actual World
  28. 28. Your The Knowledge RiskAssumptions Actual World
  29. 29. “Cities will be built around this device.”
  30. 30. That bike lane on the western span of theBay Bridge may or may not ever happen—but its already cost toll payers $1.25 millionjust to take a look at the idea.— San Francisco Chronicle
  31. 31. Innovation!
  32. 32. We don’t want facts to inhibit creativity.
  33. 33. We don’t want facts to inhibit creativity.We want blue-sky thinking!
  34. 34. WhyNot?
  35. 35. Objection:We don’t have the time.
  36. 36. Objection:We don’t have the money.
  37. 37. Objection:We don’t have the expertise.
  38. 38. Objection:We’re already A/B testing.
  39. 39. SoWhat?
  40. 40. “Advancing the post-PC revolution byinventing new applications that bringpeople together through proximity ,social and visual presentation.”
  41. 41. $41 million dollars
  42. 42. I thought we were going to build a better Facebook,[but] within 30 minutes I realized, Oh my God, itsbroken. Holy s***, we totally f****d up.—Bill Nguyen, founder of Color
  43. 43. Fail!
  44. 44. Fail!
  45. 45. Fail!
  46. 46. Learning through failure
  47. 47. leaves needs unmet.
  48. 48. Unmet needs are the right problems to solve.
  49. 49. Unmet needs are the right problems to solve.
  50. 50. Don’t waste anyone’s time or efforton untested assumptions when youdon’t have to.
  51. 51. Failure is an expensive way to learn.
  52. 52. Let’s agree that succeeding is better than failing.
  53. 53. What problem are you solving?
  54. 54. And in what context?
  55. 55. What is Research?
  56. 56. “IT”Research is just asking questions.
  57. 57. Who is Mihaly Csikszentmihalyi?
  58. 58. Are all polar bears really left-handed?
  59. 59. Pure Research
  60. 60. SCIENCE!
  61. 61. Applied Research
  62. 62. Applied research serves a specific real-world goal.
  63. 63. If your research* helped youmeet your stated goal,it succeeded. *applied
  64. 64. Design Research
  65. 65. Fergus Bisset adapted from Katherine Bennett
  66. 66. Fergus Bisset adapted from Katherine Bennett
  67. 67. Design research both inspires imagination and informs intuition through avariety of methods with related intents: to expose patterns underlying therich reality of people’s behaviors and experiences, to explore reactions toprobes and prototypes, and to shed light on the unknown through iterativehypothesis and experiment.Jane Fulton Suri, the creative director, IDEO.
  68. 68. Design research both inspires imagination and informs intuition through avariety of methods with related intents: to expose patterns underlying therich reality of people’s behaviors and experiences, to explore reactions toprobes and prototypes, and to shed light on the unknown through iterativehypothesis and experiment.Jane Fulton Suri, the creative director, IDEO.
  69. 69. expose patterns underlying realityexplore reactions to probes and prototypesshed light on the unknown
  70. 70. Design Research is Enough
  71. 71. Design Research is not Enough
  72. 72. Real World Your YourOrganization Users Context
  73. 73. Context
  74. 74. Flickr photo by HubSpot
  75. 75. Flickr photo by No_Water
  76. 76. Flickr photo by HubSpot
  77. 77. Flickr photo by HubSpot
  78. 78. There are more things inheaven and earth, Horatio,than are dreamt of in yourphilosophy.
  79. 79. There are more things inheaven and earth, Horatio,than are dreamt of in yourbrainstorming session.
  80. 80. What Research Is Not
  81. 81. Research is not asking people what they like.
  82. 82. Research is not asking people what they hate.
  83. 83. Research is not a political tool.
  84. 84. (Applied) Research is not SCIENCE.
  85. 85. How to Research
  86. 86. One Simple Process
  87. 87. Consider Form Analyze Observe DataQuestions Interview
  88. 88. Consider Questions Analyze about the Observe DataOrganization Interview
  89. 89. ConsiderQuestions Analyzeabout the Observe Data Users Interview
  90. 90. ConsiderQuestions Analyzeabout the Observe Data Product Interview
  91. 91. Consider Questions Analyze about the Observe DataCompetition Interview
  92. 92. Insights
  93. 93. YourInsights Ongoing Success! Work
  94. 94. FormingQuestions
  95. 95. Good Questions
  96. 96. Good Questions1.Simple
  97. 97. Good Questions1.Simple2.Specific
  98. 98. Good Questions1.Simple2.Specific3.Answerable
  99. 99. Good Questions1.Simple2.Specific3.Answerable4.Practical
  100. 100. CriticalThinking
  101. 101. Critical Thinking
  102. 102. Critical Thinking1.Disciplined
  103. 103. Critical Thinking1.Disciplined2.Self-correcting
  104. 104. Critical Thinking1.Disciplined2.Self-correcting3.Clear
  105. 105. Critical Thinking1.Disciplined2.Self-correcting3.Clear4.Logical
  106. 106. Observation
  107. 107. Interviews
  108. 108. We don’t want to be limited bywhat our customers say they want.
  109. 109. We don’t want facts to inhibit creativity.
  110. 110. Good Interviews
  111. 111. Good Interviews1.Know Your Question
  112. 112. Good Interviews1.Know Your Question2.Warm Up
  113. 113. Good Interviews1.Know Your Question2.Warm Up3.Shut Up
  114. 114. Interviewing is not talking.
  115. 115. Interviewing is listening.
  116. 116. TheInterviewer
  117. 117. The TheInterviewer Interviewee
  118. 118. The The The ComfortInterviewer Interviewee Zone
  119. 119. The The TheInterviewer Comfort Interviewee Zone
  120. 120. Out of yourcomfort zoneand into theirs.
  121. 121. Analysis
  122. 122. NotesVideosPhotos
  123. 123. ObservationObservation Observation Observation Observation Observation
  124. 124. ObservationWhat is an observation?
  125. 125. Never remembers passwordA reported behavior
  126. 126. “I run major purchases past my partner”A direct quote
  127. 127. Had to dig through stuffed backpack to find phone.An observed behavior
  128. 128. Observation Observation Observation Observation ObservationObservation Observation Observation Observation Observation Observation Observation Observation Observation
  129. 129. collaborates on purchases Observation Observation Observation Observation ObservationObservation Observation Observation Observation Observation Observation Observation Observation Observation
  130. 130. collaborates on uses several purchases devices Observation Observation Observation Observation ObservationObservation Observation Observation Observation Observation Observation Observation Observation Observation
  131. 131. collaborates on uses several needs purchases devices validation Observation Observation Observation Observation ObservationObservation Observation Observation Observation Observation Observation Observation Observation Observation
  132. 132. Actionable Inputs
  133. 133. make product informationcollaborates sharable on purchases save state in purchase process
  134. 134. Research Topics
  135. 135. Organizational Research
  136. 136. Flickr photo by Iansand
  137. 137. Flickr photo by Iansand
  138. 138. Hello?Flickr photo by Iansand
  139. 139. Organizational Research
  140. 140. Organizational Research 1.Requirements
  141. 141. Organizational Research 1.Requirements 2.Politics
  142. 142. Organizational Research 1.Requirements 2.Politics 3.Workflow
  143. 143. Organizational Research 1.Requirements 2.Politics 3.Workflow 4.Capabilities
  144. 144. Organizational Research 1.Requirements 2.Politics 3.Workflow 4.Capabilities 5.Goodwill
  145. 145. ? ? ? ? ? ? ?? ? ? ? ? ? ?
  146. 146. ? ? ? ? ? ? ?? ? ? ? ? ? ?
  147. 147. ? ? ? ? ? ? ?? ? ? ? ? ? ?
  148. 148. ? ? ? ? ? ? ?? ? ? ? ? ? ?
  149. 149. ? ? ? ? ? ? ?? ? ? ? ? ? ?
  150. 150. User Research
  151. 151. Ethnography
  152. 152. “...true ethnography reveals notjust what people say they do, “IT”but what they actually do.”-PARC
  153. 153. The Four Ds of Design Ethnography
  154. 154. The Four Ds of Design Ethnography 1.Deep Dive
  155. 155. The Four Ds of Design Ethnography 1.Deep Dive 2.Daily Life
  156. 156. The Four Ds of Design Ethnography 1.Deep Dive 2.Daily Life 3.Data Analysis
  157. 157. The Four Ds of Design Ethnography 1.Deep Dive 2.Daily Life 3.Data Analysis 4.Drama
  158. 158. The Four Ds of Design Ethnography 1.Deep Dive 2.Daily Life 3.Data Analysis 4.Drama
  159. 159. The Four Ds of Design Ethnography 1.Deep Dive 2.Daily Life 3.Data Analysis 4.Drama
  160. 160. The Four Ds of Design Ethnography 1.Deep Dive 2.Daily Life 3.Data Analysis 4.Drama
  161. 161. Recruiting
  162. 162. ethn.io
  163. 163. Incentives
  164. 164. Personas
  165. 165. Background Goals Attributes Needs“I havecomplexattitudes.”
  166. 166. Flickr photo by David Gómez-Rosado
  167. 167. “Danielle” Flickr photo by David Gómez-Rosado
  168. 168. So what? Flickr photo by David Gómez-Rosado
  169. 169. So what?
  170. 170. So what?
  171. 171. So what? Flickr photo by David Gómez-Rosado
  172. 172. So what? Flickr photo by David Gómez-Rosado
  173. 173. Focus Groups
  174. 174. Focus Groups are Worthless
  175. 175. “Even when the subjects are wellselected, focus groups are supposed tobe merely the source of ideas thatneed to be researched.”Robert K. Merton, American Sociologist
  176. 176. “Even when the subjects are wellselected, focus groups are supposed tobe merely the source of ideas thatneed to be researched.Robert K. Merton, American Sociologist
  177. 177. “Even when the subjects are wellselected, focus groups are supposed tobe merely the source of ideas thatneed to be researched.Robert K. Merton, Creator of Focus Groups
  178. 178. Competitive Research
  179. 179. Competitive Research =How else might your target “IT”customer solve the sameproblem?
  180. 180. “IT”
  181. 181. Your target customers have to love youmore than they hate change.
  182. 182. Quantitative Methods
  183. 183. Why?
  184. 184. Optimized current design
  185. 185. PotentialOptimized current design
  186. 186. How WhatMuch? & Why?
  187. 187. Quantitative + Qualitative
  188. 188. You need both.
  189. 189. Who Should do Research?
  190. 190. Everyone.
  191. 191. 9Brief books for people who make websites No.Erika HallJUST ENOUGHRESEARCH
  192. 192. What is “Just Enough”?
  193. 193. Different for every project.
  194. 194. Different for every organization.
  195. 195. Just Enough Research...
  196. 196. to identify real problems.
  197. 197. to understand your organizational capacity.
  198. 198. to empathize with your users.
  199. 199. to get a clear picture of your competitive position.
  200. 200. Cultivate a desire to be proven wrong.
  201. 201. The fastest.
  202. 202. The lowest cost.
  203. 203. Context
  204. 204. Context + Empathy = Innovation
  205. 205. Thanks!
  206. 206. Stay in touch with Erika Hall @mulegirl erika@muledesign.com www.muledesign.com

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