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Design for Use - Workshop

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No matter what we make, we have to understand people. Whether you create reports, tools, services, or software, a person is ultimately going to use your product. In this workshop you will learn how to find out what your users truly need, what motivates them, what jobs they need your product for, and how to leverage what you learn from them so you can deliver something that is useful, desired and possibly even delightful. You will get hands-on practice in crafting interview questions that help uncover valuable insights, conducting successful interviews, and forming solid personas to guide your product development. At the end, you will be armed with knowledge and methods that you can use immediately to improve your work.

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Design for Use - Workshop

  1. 1. Design for Use getting started with user research & customer development A Workshop by Nicole capuana
  2. 2. hello!
  3. 3. I WORK ON A BOAT
  4. 4. Defined UX Standards for Progressive Built Software Design Consultancy Started Usability Program for Fortune 500 Company Teach Lean UX to high schoolers Lecturer & Contributor to IOT class at Case Western Reserve & Evangelize Balanced Teams
  5. 5. PERFECTING PASTRAMI RECIPE
  6. 6. Design for use@ncapuana Let’s begin
  7. 7. Design for use@ncapuana Have you: • sworn because you’re so Frustrated? • felt you can’t figure it out? • wondered if you did it correctly?
  8. 8. Design for use@ncapuana Good design starts with people
  9. 9. Design for use@ncapuana Human centered design
  10. 10. Design for use@ncapuana when we design It’s not you or me we don’t have the answers
  11. 11. Design for use@ncapuana we talk to people to find out what they need and why
  12. 12. Design for use@ncapuana we get Insight through empathy
  13. 13. Design for use@ncapuana it’s not hard
  14. 14. Design for use@ncapuana it takes practice
  15. 15. Design for use@ncapuana Today you’ll get to practice & learn how to: • interview • map your findings • & create a persona
  16. 16. Design for use@ncapuana part 1: interviewing
  17. 17. Design for use@ncapuana Pretty simple - it’s asking people questions It’s not pitching your idea
  18. 18. Design for use@ncapuana Get out of the building Go where your users are
  19. 19. Design for use@ncapuana create a script It’s meant to guide you & give you consistency. It’s okay to adapt based on where your conversation with the person goes
  20. 20. Design for use@ncapuana avoid the woulds
  21. 21. Design for use@ncapuana Open-up & Open-ended • Make sure you’re physically open & welcoming • Smile Ask open-ended questions like: • Tell me… • What happened the last time? • Can you show me? • Why was that? • How did you feel? • Why?
  22. 22. Design for use@ncapuana do vs. say Observe when you can 99% said they washed their hands 32% of men and 64% of women actually did
  23. 23. Design for use@ncapuana get the stories out Find out the “why”
  24. 24. Design for use@ncapuana Listen! Take notes or record
  25. 25. Design for use@ncapuana silence will draw more out
  26. 26. Design for use@ncapuana Let’s practice
  27. 27. Design for use@ncapuana Form teams • Find 3 other people you DON’T know • You have 4 minutes to introduce yourselves and learn something about your teammates
  28. 28. Design for use@ncapuana Today’s challenge: how might we help people start their day?
  29. 29. Design for use@ncapuana We want to learn • How do they start their day? • What’s their goal? • What do they do from the moment they wake up until they get to work? • Where are opportunities for improvement or removing friction?
  30. 30. Design for use@ncapuana 5 minutes - draft a script • Write down questions you want to answer and ask in your interview - make two copies of the questions. • Remember to use open-ended questions and to elicit stories • Avoid “do you like”, “yes/no”, and the “woulds”
  31. 31. Design for use@ncapuana get ready to interview • Divide into pairs • Make sure each pair has a copy of the script • Determine who will ask the questions and who will take notes for the 1st interview • You will switch roles on the 2nd interview
  32. 32. Design for use@ncapuana interview - 1 • Find another pair • Decide who will ask the questions and who will be interviewed • You will have 2 minutes to interview the first candidate • One person will interview (ask questions) of one person from the other pair • One person will take notes If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking
  33. 33. Design for use@ncapuana interview - 2 • Interview second candidate • Switch who interviews and who takes notes • You will have 2 minutes to interview If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking
  34. 34. Design for use@ncapuana Switch
  35. 35. Design for use@ncapuana interview - 3 • Pair that was interviewed should now interview the other pair • Decide who will ask the questions and who will be interviewed • You will have 2 minutes to interview the first candidate • One person will interview (ask questions) of one person from the other pair • One person will take notes If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking
  36. 36. Design for use@ncapuana interview - 4 • Interview second candidate • Switch who interviews and who takes notes • You will have 2 minutes to interview If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking
  37. 37. Design for use@ncapuana do we have time for 1 more round? If yes, find another pair and we’ll do another round - 8 minutes total
  38. 38. Design for use@ncapuana part 2: mapping findings
  39. 39. Design for use@ncapuana come back together
  40. 40. Design for use@ncapuana Discuss as a team what you learned in your interviews
  41. 41. Design for use@ncapuana EmPathy Map • Collaborative tool to develop a user persona or customer segment (sometimes it will surface multiple personas) • Allows teams to quickly distill what they learned in interviews & observations • Most useful at the beginning of the design process • Feelings & thoughts may have to be inferred
  42. 42. Design for use@ncapuana David Gray - XPLANE Online at Innovation Games
  43. 43. Design for use@ncapuana Paul Boag Adapting empathy maps for UX design
  44. 44. Design for use@ncapuana Map your findings Write one finding per sticky note and place in section • What did you hear? What can be inferred? • What did your users say? • What actions and behaviors do your users do? • What might your users be thinking? • What emotions might your user be feeling? • What do your users see and hear?
  45. 45. Design for use@ncapuana part 3: define your persona
  46. 46. Design for use@ncapuana personas • Guide us in design & development • Not made up - based off of real people formed through research and amalgamation of people • Give insight into goals, behavior and motivations of users • You can have multiple personas - they just might have differing priorities for your project • Refine and adjust your personas as you learn more • Holistic view of persona beyond the role
  47. 47. Design for use@ncapuana It’s magic - a persona emerges At the center of the map: • Draw a picture of your user • Give your user a name • List their goals, pains, and wants • Create a scenario • Can you identify any patterns or themes? • What insights and needs can you identify?
  48. 48. Design for use@ncapuana show & tell
  49. 49. Design for use@ncapuana Learn More Articles • Three Exercises to Teach Your Team Empathy • 4 Customer Interview Questions You Should Never Ask • How Reframing a Problem Unlocks Innovation • B2B Customer Discovery Interview Questions — A Master List • How The Lean Startup Team Practices Customer Development Online Tools • DesignKit by IDEO • Validation Board by Lean Startup Machine • Business Model Canvas and Value Proposition Canvas by Strategyzer Books • Lean UX by Jeff Gothelf • Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems by Steve Krug • Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions by Bella Martin, Bruce Hanington • Four Steps to the Epiphany by Steve Blank • Value Proposition Design: How to Create Products and Services Customers Want by Alexander Osterwalder • The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business by Clayton M. Christensen

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