Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Day 2
MAY 2015
Nick Remis

@dreamis
Design Research
ADAPTIVE PATH | UXI
WARM-UP
Find Your
Soulmates
2
→ You each have a secret card. Do
not share this.
→ Go around the room a...
ADAPTIVE PATH | UXI 3
DAY 1
DESIGN
STRATEGY
DS
DAY 2
USER
RESEARCH
DR
DAY 3
SERVICE
DESIGN
SD
DAY 4
INTERACTION
DESIGN
IxD...
ADAPTIVE PATH | UXI 4
ScopeFocus
Concepts &

Language
Research

Questions
Context & Form
Experience Principles
DAY 1
DESIG...
ADAPTIVE PATH | UXI 5
DAY 3
SERVICE
DESIGN
SD
DAY 4
INTERACTION
DESIGN
IxD
Abstract
Tangible
Think Make
DAY 2
USER
RESEARC...
ADAPTIVE PATH | UXI
Agenda
→ Being Human-centric
→ Setting Research Objectives & 

Building the Hypothesis
→ Designing the...
ADAPTIVE PATH | UXI
Being Human-centric
→ A research story
→ How organizations think of people
→ What is Design Research
→...
A Research Story
"Medical device manufacturers are stuck in
a bygone era; they continue to design these
products in an engineering-driven,
...
SHE HAS A
POINT…
WE TALKED TO
DIABETICS
Easy to learn and teach/No numbers
Make better use of data
Less stuff
Keep users in control
Help keep users motivated
Wear ...
Organizations tend to
oversimplify their view of
people
www.flickr.com/photos/20949260@N02/2647912578/ via compfight.com
3old ways
of thinking
DOCILE +
GULLIBLE
STORIES +
MESSAGING
#1 Sheep
PREFERENCES!
www.flickr.com/photos/81182072@N00/40042244/
HIGHLY
RATIONAL
MAXIMIZES
UTILITY
www.flickr.com/photos/83346641@N00/8933306274/
#2 Homo Economicus
QUANTITY!
GOAL DRIVEN
#3 Type A Personality
EFFICIENCY!!
TASK ORIENTED
Not all wrong, not really right.
What’s missing?
RESEARCH STORY
The messy complexity of human life
https://www.flickr.com/photos/76818399@N00/252562895/
What is design research?
BEING HUMAN-CENTRIC
21ADAPTIVE PATH | UXI
de·sign re·search
The work that uncovers and articulates the
needs of individuals and/or groups in o...
22ADAPTIVE PATH | UXI
WHAT IS DESIGN RESEARCH
Design research informs us by…
Building empathy

Internalize the emotional
s...
23ADAPTIVE PATH | UXI
In A Nutshell…
WHAT IS DESIGN RESEARCH
DATA
(STORIES, FACTS)
INSIGHT
(PATTERNS, THEMES)
REASON
(DRIV...
Should research and design be
separate activities?
No.
25ADAPTIVE PATH | UXI
When To Uncover Truths
WHAT IS DESIGN RESEARCH
DEFINE PLAN DESIGN RELEASE
BUILD EMPATHY
UNDERSTAND
I...
ADAPTIVE PATH | UXI
Design research is a
strategic tool that drives
the design process.
But it’s also a strategic
tool tha...
WHAT IS DESIGN RESEARCH
Common types of research
MARKET RESEARCH QUANTITATIVE RESEARCH QUALITATIVE RESEARCH
28ADAPTIVE PATH | UXI
Market vs. Design Research
— after Panthea Lee, Reboot
Market Research Design Research
Primary Focus...
29ADAPTIVE PATH | UXI
Quantitative Research
→ Quantitative research answers “how much” and “how
many” questions.
→ Often d...
30ADAPTIVE PATH | UXI
Qualitative Research
→ Qualitative research answers “why” and “how”
questions.
→ With roots in anthr...
Value of Design Research
BEING HUMAN-CENTRIC
32ADAPTIVE PATH | UXI
Levels of Understanding
VALUE OF DESIGN RESEARCH
THE DOMAIN
(INDUSTRY, DISCIPLINE)
MACRO CONTEXT
(SO...
33ADAPTIVE PATH | UXI
Intents of Research
→ Explore…

Understand larger systems of use or needs on a higher
level, identif...
34ADAPTIVE PATH | UXI
Outcomes of Research
→ Explore… to set direction

Minimize risk for a new product or service by
unde...
35ADAPTIVE PATH | UXI
Prime Directives
→ No identification of self or mission
→ No interference with the social
development...
36ADAPTIVE PATH | UXI
This Helps Designers…
→ Invent possible futures
→ Assess the desirability of these futures
→ Experim...
ADAPTIVE PATH | UXI 37
GOALS AND
OBJECTIVES
PARTICIPANTS 

& METHODS
DATA

COLLECTION
DATA

ANALYSIS
DEMONSTRATE

FINDINGS...
ADAPTIVE PATH | UXI
Setting Research Objectives &
Building a Hypothesis
→ Uncovering project goals
→ Identifying research ...
Setting Research Objectives
Identify the key goals of the
entire project.
Not just the research
component.
41ADAPTIVE PATH | UXI
Have clear goals.
→ Outline key components of the user experience that need to
be understood for the...
42ADAPTIVE PATH | UXI
Defining Project Goals
→ Project briefs
→ Project plans
→ Organizational mission statements
→ Require...
43ADAPTIVE PATH | UXI
Defining Research Objectives
→ Frame probable results, outcomes, or deliverables in terms of
what you...
ADAPTIVE PATH | UXI 44
Cognitive Structure
SETTING RESEARCH OBJECTIVES
Wisdom
Knowledge
Information
Data
based on the DIKW...
ADAPTIVE PATH | UXI 45
Plan from the top down
SETTING RESEARCH OBJECTIVES
1
2
3
4
Research Objectives
Key Questions
Protoc...
46ADAPTIVE PATH | UXI
What Truths To Uncover
→ Identify high level key questions that need to be answered
to fulfill the pr...
47ADAPTIVE PATH | UXI
Prioritizing Research Questions
You will have a lot of research objectives, some of which will be
co...
48ADAPTIVE PATH | UXI
Sample Research Goals
The goal of this research is to identify opportunities to provide new
financial...
49ADAPTIVE PATH | UXI
Sample Key Questions
What components do students consider as part of their
financial ecosystem?
How d...
Building Your Hypothesis
THE CHALLENGE 

Designing a
future hotel
experience
ADAPTIVE PATH | UXI
A growing, global hotel chain, Premiere Hotels, is interested in creating
more innovative experiences ...
ADAPTIVE PATH | UXI 53
Project Goals
→ Develop a differentiated experience
→ Increase the number of bookings/reservations
→...
ADAPTIVE PATH | UXI
Your team and your client have worked together to reach these research
objectives for this challenge:
...
ADAPTIVE PATH | UXI
Premiere Hotels wants to understand the different types of patrons they could
target as future customer...
ADAPTIVE PATH | UXI
EXERCISE #1
Build Your
Hypothesis
56
As the design research team, your
task is to plan and execute res...
ADAPTIVE PATH | UXI 57
Build Your Hypothesis
EXERCISE #1
In your teams, capture any assumptions you have for each of the o...
ADAPTIVE PATH | UXI 58
Hypothesis - Stages
EXERCISE #1
CONSIDERING +
PLANNING
MAKING
ARRANGEMENTS
TRAVELING 

TO HOTEL
ARR...
ADAPTIVE PATH | UXI
EXERCISE #1
Build Your
Hypothesis
59
As the design research team, your
task is to plan and execute res...
ADAPTIVE PATH | UXI
Designing the Right Approach
for Research
→ Identifying research participants
→ Exercise 2: Characteri...
ADAPTIVE PATH | UXI 61
GOALS AND
OBJECTIVES
PARTICIPANTS 

& METHODS
COLLECT

DATA
ANALYZE

DATA
DEMONSTRATE

FINDINGS
Identifying Participants
64ADAPTIVE PATH | UXI
Who should I talk to?
For this research, it’s people who are best equipped to provide answers
to you...
65ADAPTIVE PATH | UXI
How Do I Find the People?
A guide from User Interface Engineering (UIE) gives you step
by step guida...
66ADAPTIVE PATH | UXI
Describe Who You Are Looking For…
IDENTIFYING PARTICIPANTS
→ They have traveled at least 3 times in ...
ADAPTIVE PATH | UXI 67
What Criteria Should I Use?
IDENTIFYING PARTICIPANTS
→ Demographic: age, gender, race, income, fami...
ADAPTIVE PATH | UXI 68
Include the extremes
IDENTIFYING PARTICIPANTS
Majority of users
Extreme usersExtreme users
69ADAPTIVE PATH | UXI
Be Specific!
IDENTIFYING PARTICIPANTS
70ADAPTIVE PATH | UXI
Story: Who are Financial Advisers?
ADAPTIVE PATH | UXI
OBJECTIVE Arrive at a comprehensive, big-pict...
ADAPTIVE PATH | UXI
EXERCISE #2
Characterize
Your Research
Participants
71
→ For your study, who are you going
to talk to?...
ADAPTIVE PATH | UXI
EXERCISE #2
Characterize
Your Research
Participants
72
ADAPTIVE PATH | UXI
EXERCISE #2
Characterize
Your Research
Participants
73
→ For your study, who are you going
to talk to?...
Choosing Research Methods
75ADAPTIVE PATH | UXI
Variety of Methods + Tactics
CHOOSING RESEARCH METHODS
Safaris
Intercepts
Interviews
Observations 

...
76ADAPTIVE PATH | UXI
Design research core methods
CHOOSING RESEARCH METHODS
CONVERSATIONS
The stories, conversations, and...
77ADAPTIVE PATH | UXI
Deciding on Methods
1. Why are you we doing research?
2. What do we need to understand?
3. What is t...
78ADAPTIVE PATH | UXI
What to Understand
CHOOSING RESEARCH METHODS
GENERATIVE
Problem
EVALUATIVE
Solution
Inspired by mode...
79ADAPTIVE PATH | UXI
Intended Output
CHOOSING RESEARCH METHODS
JOURNEY MAP PERSONAS
MVP +

DESIGN CRITERIA
Directed Story...
80ADAPTIVE PATH | UXI
CHOOSING RESEARCH METHODS
LEAN
RIGOROUS
Quick & Lean:
• Quickly putting something in front of people...
81ADAPTIVE PATH | UXI
CHOOSING RESEARCH METHODS
LEAN
RIGOROUS
Deep & Broad:
• Carefully identify target participants
• Emp...
Design research does not need
to take weeks. Depending on
time and constraints, your
research may consist of a single
part...
83ADAPTIVE PATH | UXI
Planning Research Tactics
→ What’s important to discover?
→ What don’t you know?
→ What do you need ...
84ADAPTIVE PATH | UXI
Prioritizing Methods
CHOOSING RESEARCH METHODS
USAGE DATA SURVEY FIELD RESEARCH
Shows aggregate acti...
ADAPTIVE PATH | UXI
“Focus groups can’t
identify unmet needs for
the simple reason that
most people don’t know
what they a...
86ADAPTIVE PATH | UXI
ADAPTIVE PATH | UXI
Directed
Storytelling
Participant relates a past
experience in detail, while an
interviewer probes for...
88ADAPTIVE PATH | UXI
Directed Storytelling
→ Get people to tell stories of a past experience
→ Focus on uncovering motiva...
ADAPTIVE PATH | UXI
Observations
Observing people in a given
context to understand their
behaviors, interactions, and
envi...
91ADAPTIVE PATH | UXI
Types of Observations
→ Naturalistic: No interaction with the observed or interference
with their ac...
www.crateandbarrel.com/glass-4-cup-measuring-cup/s530247
houseoffraser.scene7.com/is/image/HOF/I_107848688_00_20081211
source:http-//www.abetterbagofgroceries.com/wp-content/uploads/2010/04/OXO-measure-cup-from-top.jpg
ADAPTIVE PATH | UXI
Intercepts
An in-context method for
quickly asking questions that
provide insights into what
customers...
ADAPTIVE PATH | UXI
Video
Ethnography
A method combining
observation and first-person
annotation to capture an
experience i...
ADAPTIVE PATH | UXI
Picture Cards
Using visual, participatory
prompts to help participants
share stories, feedback, and to...
98ADAPTIVE PATH | UXI
Picture Cards
→ Help people think systematically about their life
experiences while maintaining a gr...
ADAPTIVE PATH | UXI
Participatory
Design
Directly involving service
actors (customers, agents,
stakeholders, etc.) in the
...
105ADAPTIVE PATH | UXI
Participatory Design
→ Using co-creation activities can elicit new ideas, unspoken
needs, and insig...
source: Maria Cordell
ADAPTIVE PATH | UXI
Diary Studies
Journaling methods in which
research participants capture
their experiences visually and...
108ADAPTIVE PATH | UXI
Diary Studies
→ Allows people to capture their thoughts and feelings while
they are having an exper...
ASK FOR DETAILS…
Would I look in the minibar for any of this?
CDS?
A FIRST AID KIT?
AN “INTIMACY KIT”?
WHAT IS AN “INTIMAC...
HAVE THEM TELL YOU A STORY…
“This is what
I saw when I
walked into
my room.”
“I had no idea what
to do with this when
I felt it on the wall
the first time…”
“After three days in
the hotel, I still
was...
ADAPTIVE PATH | UXI
Love/Breakup
letters
Having participants or
stakeholders write fictional
love or breakup letters to a
p...
114ADAPTIVE PATH | UXI
Smart Design – https://vimeo.com/11854531
115ADAPTIVE PATH | UXI
CHOOSING RESEARCH METHODS
TYPE OF INQUIRY METHOD APPLICATION/RESULT
Demographic
Who are they?
Age, ...
116ADAPTIVE PATH | UXI
Frequently Used Methods
CHOOSING RESEARCH METHODS
Learn about
an end-to-end
journey that
occurs ove...
117ADAPTIVE PATH | UXI
Triangulation
CHOOSING RESEARCH METHODS
SURVEY

RESULTS
USAGE

DATA
FIELD

RESEARCH

DATA
118ADAPTIVE PATH | UXI
Choose Methods Wisely
→ Effective research for design
requires flexibility and
resourcefulness
→ Choo...
119ADAPTIVE PATH | UXI
Methods Toolkit
CHOOSING RESEARCH METHODS
QUALITATIVE (INSIGHTS)
QUANTITATIVE (VALIDATION)
GOALS & ...
ADAPTIVE PATH | UXI
CHOOSING RESEARCH METHODS
Story: Mixing Methods
121ADAPTIVE PATH | UXI
Tips for Remote Research
→ Leverage remote meeting tools (GoToMeeting)
→ Incorporate tools to suppo...
ADAPTIVE PATH | UXI
IDENTIFYING PARTICIPANTS
Story: Remote Research
ADAPTIVE PATH | UXI
EXERCISE #3
Match Your
Methods
123
→ For each challenge, choose which
methods would be appropriate
→ B...
What methods did you choose
for each challenge?
Lunch Time!
Lunch is located…
ADAPTIVE PATH | UXI
WARM-UP
Extract

Human Needs
126
→ Three people at each table should
find a card with a “customer need”...
ADAPTIVE PATH | UXI
Collecting the Good Stuff
→ The art of effective interviewing
→ What to look for when conducting design...
ADAPTIVE PATH | UXI 128
GOALS AND
OBJECTIVES
PARTICIPANTS 

& METHODS
COLLECT

DATA
ANALYZE

DATA
DEMONSTRATE

FINDINGS
Facilitating Conversations
Design research relies on a
designer’s soft skills…
Facilitation & Listening
ADAPTIVE PATH | UXI
Interviews
Structured conversations
guided by open-ended
questions designed that set
the stage for lea...
132ADAPTIVE PATH | UXI
Interview Contexts
→ In a Facility: Interviewing out of the participant’s typical context,
such as ...
133ADAPTIVE PATH | UXI
Setting Up for Success
Interviewing can be simple and effective if you:
1. Try to answer what you do...
ADAPTIVE PATH | UXI
Empathic
Listening
Empathic listening gets inside
another person’s frame of
reference. You look out th...
135ADAPTIVE PATH | UXI
Try It: Listening
→ Pick a partner — someone you don’t know
→ Pull your chairs together so you are ...
136ADAPTIVE PATH | UXI
The Topic
Tell me about a tourist attraction that you love —
one that you have visited, explored, o...
137ADAPTIVE PATH | UXI
Try It: Listen & Appreciate
→ Keep your partner
→ Switch roles: Interviewers become interviewees an...
138ADAPTIVE PATH | UXI
The Topic
Tell me about a neighborhood that you love —
one that you have visited or lived in.
FACIL...
139ADAPTIVE PATH | UXI
An Appreciation is Something Like…
→ Tell me more about about <subject>...
→ When you were speaking...
140ADAPTIVE PATH | UXI
Facilitation Tips
→ Follow a thread
→ Ask, “Why?” or prompt with, “Tell me more about...”
→ Pretend...
141ADAPTIVE PATH | UXI
Keep in Mind…
→ Native Categories

Terms people use to describe their
world, for example, “that’s o...
142ADAPTIVE PATH | UXI
Keep in Mind…
→ Claims of Idiosyncrasy 

Interviewees will often make claims
that they do things in...
143ADAPTIVE PATH | UXI
Remember…
→ Pay attention
→ Make the normal noticeable
→ Get people to show and tell
→ Set people u...
144ADAPTIVE PATH | UXI
Pay Attention
FACILITATING CONVERSATIONS
145ADAPTIVE PATH | UXI
Make the Normal Noticeable
FACILITATING CONVERSATIONS
146ADAPTIVE PATH | UXI
Get People to Show and Tell
FACILITATING CONVERSATIONS
147ADAPTIVE PATH | UXI
Set People Up For Success…?
→ What percentage of time do you spend each day checking email?
→ Tell ...
148ADAPTIVE PATH | UXI
Account For Unspoken Rules
FACILITATING CONVERSATIONS
All photos © Maria Cordell
149ADAPTIVE PATH | UXI
Make Discussions Tangible
FACILITATING CONVERSATIONS
150ADAPTIVE PATH | UXI
Know Your Role
FACILITATING CONVERSATIONS
151ADAPTIVE PATH | UXI
People Principles
→ People play nice for strangers.
→ People adapt products and
services to meet th...
152ADAPTIVE PATH | UXI
When Studying Humans…
→ People are very bad at predicting how and why
they WILL or MIGHT act.
→ Peo...
153ADAPTIVE PATH | UXI
Personalities & Styles
FACILITATING CONVERSATIONS
Confident
Suspicious
Relationship-focused
Free ass...
Preparing for the field
155ADAPTIVE PATH | UXI
What to Take
PREPARING FOR THE FIELD
156ADAPTIVE PATH | UXI
Set roles for the team
PREPARING FOR THE FIELD
CLASSIC RESEARCH TEAM
MODERATOR NOTES + DOCUMENTATION
157ADAPTIVE PATH | UXI
Set roles for the team
PREPARING FOR THE FIELD
EXTENDED RESEARCH TEAM
MODERATOR NOTES DOCUMENTATION...
158ADAPTIVE PATH | UXI
Setting up the room
PREPARING FOR THE FIELD
MODERATOR
NOTES + DOCUMENTATION
NOTES
PARTICIPANT
159ADAPTIVE PATH | UXI
Tips on timing
PREPARING FOR THE FIELD
→ Try to keep it under 2 hours
→ If you need to go longer, d...
160ADAPTIVE PATH | UXI
Research session flow
PREPARING FOR THE FIELD
Project intro
Rapport building
Warmup activity
Core ac...
161ADAPTIVE PATH | UXI
Research Protocol
PREPARING FOR THE FIELD
162ADAPTIVE PATH | UXI
Tips on research protocols
PREPARING FOR THE FIELD
→ Set 3-5 focus statements 

(closely tied to yo...
ADAPTIVE PATH | UXI
COLLECTING THE GOOD STUFF
Story: The Camera Consumer
COULD REPLACE THIS WITH A STORY
FROM CMD+F?
ADAPTIVE PATH | UXI
COLLECTING THE GOOD STUFF
Story: The Unexpected of Research
http://www.flickr.com/photos/70872463@N00/3...
ADAPTIVE PATH | UXI
Prepare for Everything
166ADAPTIVE PATH | UXI
→ Participant doesn’t genuinely meet criteria. Know when...
ADAPTIVE PATH | UXI
EXERCISE #4
Conduct
Research
Sessions
167
→ Each team split into 2 groups
→ One group will go in the fi...
ADAPTIVE PATH | UXI 168
What to Uncover
EXERCISE #4
What triggered his or her journey?
What were his or her expectations?
...
ADAPTIVE PATH | UXI 169
Building Blocks
EXERCISE #4
Thinking
Framing and
expectations
Doing
Activities and
behaviors
Feeli...
ADAPTIVE PATH | UXI
EXERCISE #4
Conduct
Research
Sessions
171
→ Each team split into 2 groups
→ One group will go in the fi...
BREAK TIME!
2:45 – 3:00
ADAPTIVE PATH | UXI
Translating to Design
→ Making Sense of It All
→ Exercise 5: Data Clustering
→ Representing Research F...
Making Sense of It All
ADAPTIVE PATH | UXI 175
GOALS AND
OBJECTIVES
PARTICIPANTS 

& METHODS
COLLECT

DATA
ANALYZE

DATA
DEMONSTRATE

FINDINGS
176ADAPTIVE PATH | UXI
Sensemaking
→ A set of processes that is initiated when an individual or
organization recognizes th...
177ADAPTIVE PATH | UXI
A Synthesis Framework
→ Prioritize: Stakeholder interviews, user interviews, market research,
cultu...
178ADAPTIVE PATH | UXI
How to Start
MAKING SENSE OF IT ALL
Adapted from Jeremy Alexis
WHAT DID WE
SEE (HEAR)?
(STORIES, FA...
TRANSCRIBE YOUR
FINDINGS
MAKE OBSERVATIONS VISUAL
PONDER AND DISCUSS
CLUSTER INTO
MEANINGFUL CHUNKS
USE FRAMEWORKS
184ADAPTIVE PATH | UXI
AEIOU Synthesis Framework
→ Activities

Goal directed actions
→ Environments

Location
→ Interactio...
185ADAPTIVE PATH | UXI
AEIOU Expansion Pack
→ Space

Environment — Flow within space
→ Actors

Participant + others
→ Acti...
186ADAPTIVE PATH | UXI
POEMS Research Framework
→ People

Players, roles, relationships
→ Objects

Things, touchpoints, ar...
187ADAPTIVE PATH | UXI
NOABS Analytic Framework
→ Needs

Behaviors, tacit + explit needs, motivations
→ Objectives

Goals,...
Representing Research
Findings
ADAPTIVE PATH | UXI 190
GOALS AND
OBJECTIVES
PARTICIPANTS 

& METHODS
COLLECT

DATA
ANALYZE

DATA
DEMONSTRATE

FINDINGS
191ADAPTIVE PATH | UXI
Creating the Right Representations
Research Objectives
What are the key questions that your
researc...
192ADAPTIVE PATH | UXI
Flow Model
REPRESENTING RESEARCH FINDINGS
193ADAPTIVE PATH | UXI
Physical Model
REPRESENTING RESEARCH FINDINGS
194ADAPTIVE PATH | UXI
Content Model
REPRESENTING RESEARCH FINDINGS
195ADAPTIVE PATH | UXI
Mental Model
REPRESENTING RESEARCH FINDINGS
Decide to Watch a Film
Watch a Film for
Pleasure
Watch ...
196ADAPTIVE PATH | UXI
Dimensions or Spectra
REPRESENTING RESEARCH FINDINGS
THE COUNSELORTHE PRACTICE
BUILDER
THE RELATION...
ADAPTIVE PATH | UXI
Personas
From large wall posters to
3x5” cards, and even easels,
personas can be used in a
variety of ...
CORE IDENTITY
Background, goals, motivations, 

and attitudes or behaviors that 
distinctly represent the persona

NEEDS &...
199
Mapping to Institutional Understanding
REPRESENTING RESEARCH FINDINGS
Member Persona/Segmentation Map
Younger Singles ...
ADAPTIVE PATH | UXI
Experience Map
A visualization of experiences
over space and time, and
across touchpoints
REPRESENTING...
ADAPTIVE PATH | UXI 201
Why Map The Experience?
→ Create a shared frame of reference of the customer experience
→ Build or...
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail t...
PATIENT
ACTIVITIES
INFORMATION
NEEDS
activities
i think i need helpstages give me immediate relief discover what's wrong w...
THERE AND
BACK AGAIN
A SF MUNI USER JOURNEY
KEY
GOOD
ACTIVITIES
BAD
}
]
!!!
!
HOME
#10OUTBOUND
#10INBOUND
c
WAITING
AT BUS...
ADAPTIVE PATH | UXI 208
Four Steps to Mapping
→ Study customer behavior and interactions across channels
and touchpoints
→...
ADAPTIVE PATH | UXI
EXERCISE #5 PART I
Modeling the
Journey
209
→ In teams, use your journey
mapping template to map the
c...
ADAPTIVE PATH | UXI 210
EXERCISE #5 PART I
ACTIONS (DOING)
TOUCHPOINTS
PEOPLE
FEELING
THINKING
ADAPTIVE PATH | UXI 211
Building Blocks
EXERCISE #5 PART I
DOING
STAGE STAGE STAGE STAGE
THINKING
FEELING
TOUCHPOINTS
ADAPTIVE PATH | UXI 212
Putting it together
EXERCISE #5 PART I
DOING
STAGE STAGE STAGE STAGE
THINKING
FEELING
TOUCHPOINTS
ADAPTIVE PATH | UXI 213
Building Blocks
EXERCISE #5 PART I
Thinking
Framing and
expectations
Doing
Activities and
behavior...
ADAPTIVE PATH | UXI
EXERCISE #5 PART I
Modeling the
Journey
214
→ In teams, use your journey
mapping template to map the
c...
ADAPTIVE PATH | UXI
EXERCISE #5 PART II
What’s the
story
215
→ Individually, fill out the worksheet
of the “Story POV templ...
ADAPTIVE PATH | UXI 216
The visual tells the story for you
EXERCISE #5 PART II
ADAPTIVE PATH | UXI 217
What’s the story?
EXERCISE #5 PART II
Individually, fill out the worksheet of the “Story POV templa...
What’d you learn?
5 Lessons in 

Modeling a Journey
5 LESSONS
1. Use Before/After Research
journey
ideation
blueprint
touchpoints
storyboard
research
5 LESSONS
2. Frame and Reframe
start
end
5 LESSONS
3. Decide Your Level of Zoom
organization
service
product
feature
control
What journey are you mapping?
5 LESSONS
4. Know Your Audience
design team
organization
5 LESSONS
5. Make It Stand Alone
Makes sense
to me.
Moving from Research 

to Design
226ADAPTIVE PATH | UXI
Now what?
MOVING FROM RESEARCH TO DESIGN
COMMUNICATE
USE YOUR MODEL TO TELL
THE STORY
SOLVE
IDENTIF...
DOINGTHINKINGFEELING
RESEARCH PURCHASE USE
• How will this process
work?
• What sort of payment
plans are available?
• How...
1
2
4
I’m not crazy.
If I keep doing
this, people will
think I'm crazy.
I didn’t get the right
help, so I’m out.
Better so...
ADAPTIVE PATH | UXI
UNAWARENESS +
SENSING
AWARENESS +
CONNECTION
ENGAGEMENT
STIGMA
ACCESS
KNOWLEDGE
MOVING FROM RESEARCH T...
ADAPTIVE PATH | UXI
EXERCISE #6
Prioritize
Insights for
Design
230
→ Individually fill out the Part B of the
“Story POV Tem...
ADAPTIVE PATH | UXI 231
ScopeFocus
Concepts &

Language
Research

Questions
Context & Form
Design Principles
DAY 1
DESIGN
...
232ADAPTIVE PATH | UXI
It’s an Iterative Process…
The lines between strategy, research, and
design are blurry. And that’s ...
233ADAPTIVE PATH | UXI
The Outcomes of Design Research
→ Explore… to set direction

Support the success of a new product o...
ADAPTIVE PATH | UXI
Design research is a
strategic tool that drives
the design process.
But it’s also a strategic
tool tha...
Advice
1. Research doesn’t have to be its own project.
2. Never rely on one source.
3. Treat research like something you would de...
ADAPTIVE PATH | UXI
Select References
237
Design Research: 

Methods and Perspectives

Brenda Laurel, Ed.

MIT Press
The E...
ADAPTIVE PATH | UXI
Design Research Q&A
238
Check out the UXI Alumni
LinkedIn Group
Check your email for an invite to join the group
Thank You.
Pier One
San Francisco CA
94107-110
415-495-8270
Nick Remis

@dreamis
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
UX Intensive Copenhagen | Day 2 | Design Research
Upcoming SlideShare
Loading in …5
×

UX Intensive Copenhagen | Day 2 | Design Research

827 views

Published on

The Design Research day is structured to give a framework for conducting effective user research. We’ll cover the research structure, data collection, data analysis, research findings, and giving design direction. Although we cover the execution of field research, this workshop emphasizes the hard work and value that comes before and after data collection. The day begins with:

-The case for design research
-The interplay between research and design
-A framework for doing design research

Published in: Design
  • Be the first to comment

UX Intensive Copenhagen | Day 2 | Design Research

  1. 1. Day 2 MAY 2015 Nick Remis
 @dreamis Design Research
  2. 2. ADAPTIVE PATH | UXI WARM-UP Find Your Soulmates 2 → You each have a secret card. Do not share this. → Go around the room and talk to people to find out who else a matching secret card. → You cannot say what is on your card, you can only describe or act it out. → After you’ve found a match, stay together until others are done. TIME: 15 minutes
  3. 3. ADAPTIVE PATH | UXI 3 DAY 1 DESIGN STRATEGY DS DAY 2 USER RESEARCH DR DAY 3 SERVICE DESIGN SD DAY 4 INTERACTION DESIGN IxD The tools you need to put your designs into business — and vice versa How to unearth deep, practical insights about the people you want to reach most Tools of modeling and analysis that shape smart and systemic solutions How to design for better interactions and become a better interaction designer
  4. 4. ADAPTIVE PATH | UXI 4 ScopeFocus Concepts &
 Language Research
 Questions Context & Form Experience Principles DAY 1 DESIGN STRATEGY DS DAY 2 USER RESEARCH DR DAY 3 SERVICE DESIGN SD DAY 4 INTERACTION DESIGN IxD
  5. 5. ADAPTIVE PATH | UXI 5 DAY 3 SERVICE DESIGN SD DAY 4 INTERACTION DESIGN IxD Abstract Tangible Think Make DAY 2 USER RESEARCH DR DAY 1 DESIGN STRATEGY DS
  6. 6. ADAPTIVE PATH | UXI Agenda → Being Human-centric → Setting Research Objectives & 
 Building the Hypothesis → Designing the Right Approach → Collecting the Good Stuff → Translating to Design 6 UX INTENSIVE → UX Intensive • @uxintensive • #UXICopenhagen • apevents@adaptivepath.com → Nick Remis • @dreamis • nick@adaptivepath.com
  7. 7. ADAPTIVE PATH | UXI Being Human-centric → A research story → How organizations think of people → What is Design Research → Value of Design Research → The process of Design Research 7 DESIGN RESEARCH
  8. 8. A Research Story
  9. 9. "Medical device manufacturers are stuck in a bygone era; they continue to design these products in an engineering-driven, physician-centered bubble. They have not yet grasped the concept that medical devices are also life devices, and therefore need to feel good and look good for the patients using them 24/7, in addition to keeping us alive." — AMY TENDERICH, DIABETES MINE BLOG ADAPTIVE PATH | UXI
  10. 10. SHE HAS A POINT…
  11. 11. WE TALKED TO DIABETICS
  12. 12. Easy to learn and teach/No numbers Make better use of data Less stuff Keep users in control Help keep users motivated Wear it during sex RESEARCH STORY Experience Principles
  13. 13. Organizations tend to oversimplify their view of people
  14. 14. www.flickr.com/photos/20949260@N02/2647912578/ via compfight.com 3old ways of thinking
  15. 15. DOCILE + GULLIBLE STORIES + MESSAGING #1 Sheep PREFERENCES! www.flickr.com/photos/81182072@N00/40042244/
  16. 16. HIGHLY RATIONAL MAXIMIZES UTILITY www.flickr.com/photos/83346641@N00/8933306274/ #2 Homo Economicus QUANTITY!
  17. 17. GOAL DRIVEN #3 Type A Personality EFFICIENCY!! TASK ORIENTED
  18. 18. Not all wrong, not really right. What’s missing?
  19. 19. RESEARCH STORY The messy complexity of human life https://www.flickr.com/photos/76818399@N00/252562895/
  20. 20. What is design research? BEING HUMAN-CENTRIC
  21. 21. 21ADAPTIVE PATH | UXI de·sign re·search The work that uncovers and articulates the needs of individuals and/or groups in order to inform the design of products and services in a structured manner. WHAT IS DESIGN RESEARCH
  22. 22. 22ADAPTIVE PATH | UXI WHAT IS DESIGN RESEARCH Design research informs us by… Building empathy
 Internalize the emotional state of users
 Challenging biases
 Testing assumptions, hypothesis, and existing biases to mitigate 
 group think Understand context
 Explore the context what will surround you design Discovering experiential 
 & functional needs
 Understanding customer needs for a variety 
 of elements
  23. 23. 23ADAPTIVE PATH | UXI In A Nutshell… WHAT IS DESIGN RESEARCH DATA (STORIES, FACTS) INSIGHT (PATTERNS, THEMES) REASON (DRIVERS, CAUSES) SOLUTION (CONSIDERATIONS)
  24. 24. Should research and design be separate activities? No.
  25. 25. 25ADAPTIVE PATH | UXI When To Uncover Truths WHAT IS DESIGN RESEARCH DEFINE PLAN DESIGN RELEASE BUILD EMPATHY UNDERSTAND INPUTS FOR DESIGN PRIORITIZE DESIGN REQUIREMENTS IDENTIFY OPPORTUNITIES VALIDATE & REFINE
  26. 26. ADAPTIVE PATH | UXI Design research is a strategic tool that drives the design process. But it’s also a strategic tool that drives business and assures engagement with what you put out in the world.
  27. 27. WHAT IS DESIGN RESEARCH Common types of research MARKET RESEARCH QUANTITATIVE RESEARCH QUALITATIVE RESEARCH
  28. 28. 28ADAPTIVE PATH | UXI Market vs. Design Research — after Panthea Lee, Reboot Market Research Design Research Primary Focus Generate value (often financial) for the organization. Understand the meaning of value (often utility) for the end user. Process Systematic gathering of quantitative or mass market data that is then analytically processed. Cumulative gathering of human experiences and artifacts that are then synthetically processed. Primary Processing Tool Logic and analytics, usually quantitative Empathy and synthesis, almost always qualitative Common 
 Communication 
 Approaches Reports and presentations that use words, charts, and graphics to present linear market analyses and projections. Data and statistical analysis reign. Multimedia presentations that use words, photos, drawings, and stories to present complex human archetypes, needs, and patterns. Data becomes human narrative. Enables Practitioners to Make sound decisions based on identified options. Develop a sound solution that meets identified needs — and possibly delights. WHAT IS DESIGN RESEARCH
  29. 29. 29ADAPTIVE PATH | UXI Quantitative Research → Quantitative research answers “how much” and “how many” questions. → Often done independently, quantitative research is especially effective when combined with qualitative field research. → In the form of a survey, quantitative research helps to more broadly explore and validate qualitative observations by providing data from a larger population of respondents. → Quantitative results can then be analyzed along with field findings to arrive at deeper understanding of select aspects. WHAT IS DESIGN RESEARCH Combining qualitative and quantitative research can yield richer, more strongly validated results for certain findings.
  30. 30. 30ADAPTIVE PATH | UXI Qualitative Research → Qualitative research answers “why” and “how” questions. → With roots in anthropology, qualitative methods enable a researcher to interview and engage with people in their actual environments. They give us the ability to ask questions, explore, and observe. → The result and analysis of qualitative research data is typically not statistical. Qualitative research is about deeply studying and understanding human behavior. WHAT IS DESIGN RESEARCH An approach to unearthing insights and understanding of real people, and their behavioral and cultural characteristics.
  31. 31. Value of Design Research BEING HUMAN-CENTRIC
  32. 32. 32ADAPTIVE PATH | UXI Levels of Understanding VALUE OF DESIGN RESEARCH THE DOMAIN (INDUSTRY, DISCIPLINE) MACRO CONTEXT (SOCIETY + CULTURE) ENVIRONMENTAL CONTEXT (PEOPLE, PLACES, TIME) POV ON PRODUCT (INTERACTIONS, CONTROLS) POV ON EXPERIENCE (JOURNEY) NEEDS + BEHAVIORS (EXPLICIT + TACIT)
  33. 33. 33ADAPTIVE PATH | UXI Intents of Research → Explore…
 Understand larger systems of use or needs on a higher level, identify opportunities or areas for innovation → Understand…
 Go deep in an identified area, product/service, an activity or usage mode → Evaluate…
 Get user feedback at different stages of development process to refine, select and verify concepts BROAD &
 GENERATIVE VALUE OF DESIGN RESEARCH NARROW &
 EVALUATIVE
  34. 34. 34ADAPTIVE PATH | UXI Outcomes of Research → Explore… to set direction
 Minimize risk for a new product or service by understanding context and identifying opportunities → Understand… to reduce risk
 Ensure the viability of the product/service by exposing specifics, nuance, and subtlety → Evaluate… to improve quality
 Focus efforts on areas of greatest need and accelerate and/or fine tune solution development VALUE OF DESIGN RESEARCH BROAD &
 GENERATIVE NARROW &
 EVALUATIVE
  35. 35. 35ADAPTIVE PATH | UXI Prime Directives → No identification of self or mission → No interference with the social development of the group under observation → No references to space or the fact that there are other worlds or more advanced civilizations VALUE OF DESIGN RESEARCH “PURE” RESEARCH → Uncover unmet needs → Observe behavior → Empathize with people → Understand context → Change thinking → Spark creativity → Identify new opportunities → Reduce risk DESIGN RESEARCH
  36. 36. 36ADAPTIVE PATH | UXI This Helps Designers… → Invent possible futures → Assess the desirability of these futures → Experiment with what can be changed → Work out plans to proceed toward desirable futures → Make proposals to those who can bring a design to fruition – Klaus Krippendorff, 
 Annenberg School for Communication VALUE OF DESIGN RESEARCH
  37. 37. ADAPTIVE PATH | UXI 37 GOALS AND OBJECTIVES PARTICIPANTS 
 & METHODS DATA
 COLLECTION DATA
 ANALYSIS DEMONSTRATE
 FINDINGS EXERCISE 2: Characterize Research Participants EXERCISE 3: Match the Methods EXERCISE 4: Conduct Research Sessions EXERCISE 5: Model the Journey EXERCISE 6: Prioritize Insights for Design EXERCISE 1: Build A Hypothesis LUNCH DRINKS!
  38. 38. ADAPTIVE PATH | UXI Setting Research Objectives & Building a Hypothesis → Uncovering project goals → Identifying research objectives → Exercise 1: Build Your Hypothesis 38 DESIGN RESEARCH
  39. 39. Setting Research Objectives
  40. 40. Identify the key goals of the entire project. Not just the research component.
  41. 41. 41ADAPTIVE PATH | UXI Have clear goals. → Outline key components of the user experience that need to be understood for the project to succeed → Provide a clear basis for asking questions, framing outcomes, selecting research methods, and setting timelines → Allow research to uncover true insights and understanding, not support preconceived notions SETTING RESEARCH OBJECTIVES
  42. 42. 42ADAPTIVE PATH | UXI Defining Project Goals → Project briefs → Project plans → Organizational mission statements → Requirements documents → Stakeholder interviews SETTING RESEARCH OBJECTIVES
  43. 43. 43ADAPTIVE PATH | UXI Defining Research Objectives → Frame probable results, outcomes, or deliverables in terms of what you are trying to understand rather than the format of a particular method → Represent the assumptions living within the project objectives and drive the specifics of the research protocol → Provide a cognitive structure for research analysis SETTING RESEARCH OBJECTIVES
  44. 44. ADAPTIVE PATH | UXI 44 Cognitive Structure SETTING RESEARCH OBJECTIVES Wisdom Knowledge Information Data based on the DIKW or Knowledge Hierarchy: en.wikipedia.org/wiki/DIKW_Pyramid Insights Findings Patterns Data Research Objectives Key Questions Protocol Questions Data
  45. 45. ADAPTIVE PATH | UXI 45 Plan from the top down SETTING RESEARCH OBJECTIVES 1 2 3 4 Research Objectives Key Questions Protocol Questions Data
  46. 46. 46ADAPTIVE PATH | UXI What Truths To Uncover → Identify high level key questions that need to be answered to fulfill the project goals / objectives → Rank your goals / objectives 
 (by importance, severity, priority to business, etc.) → Develop general questions for each objective, then iterate, becoming more specific with each iteration SETTING RESEARCH OBJECTIVES
  47. 47. 47ADAPTIVE PATH | UXI Prioritizing Research Questions You will have a lot of research objectives, some of which will be contradictory. This is normal. SETTING RESEARCH OBJECTIVES → Expedience: Can we answer this question another, easier way? → Importance: What is most important to the business and to 
 the customer? → Severity: The more it hurts, the more you should seek to understand it through research. → Priority: A subjective term but worth considering. Sometimes organizational “priorities” trump research objectives, for better or worse.
  48. 48. 48ADAPTIVE PATH | UXI Sample Research Goals The goal of this research is to identify opportunities to provide new financial products and services for students. The research plan aims to answer the following questions: SETTING RESEARCH OBJECTIVES → How do students think about and prioritize the financial aspects of their lives? → How do students manage their finances today? → What factors differentiate or impact a student’s financial priorities? → How do students select a financial organization? → How do students feel about their current financial organizations? → How does education on their finances play a role in students’ experiences?
  49. 49. 49ADAPTIVE PATH | UXI Sample Key Questions What components do students consider as part of their financial ecosystem? How do students describe/talk about their finances? Who do they talk to about their finances? When and how do finances play a key moment in students’ daily lives? What actions do students take in regards to their finances? What prompts those actions? SETTING RESEARCH OBJECTIVES RESEARCH 
 OBJECTIVE: Understand how students think about and prioritize the financial aspects of their lives
  50. 50. Building Your Hypothesis
  51. 51. THE CHALLENGE 
 Designing a future hotel experience
  52. 52. ADAPTIVE PATH | UXI A growing, global hotel chain, Premiere Hotels, is interested in creating more innovative experiences for their patrons that will differentiate them from their competitors in this saturated market. Our job is to help the strategy and design teams at Premiere Hotels as they attempt to understand their audiences and identify potential opportunities for new products and services. Today they are focused on designing a new “pre-stay experience” considering the patron’s end-to-end journey from booking to check-in. 52 Pre-stay Hotel Experience THE CHALLENGE
  53. 53. ADAPTIVE PATH | UXI 53 Project Goals → Develop a differentiated experience → Increase the number of bookings/reservations → Grow the base of loyal patrons (membership) → Increase the number of repeat visits → Increase staff satisfaction and encourage the delivery of delightful service → Decrease the number of customer complaints → Increase customer satisfaction → Expand product and service offerings that provide new lines of business THE CHALLENGE
  54. 54. ADAPTIVE PATH | UXI Your team and your client have worked together to reach these research objectives for this challenge: → Gain a more detailed understanding of the interactions across a patron’s journey from booking to arrival; → Highlight painpoints and opportunities of current patrons’ experiences with the products/service; → Collect insights on the potential target customers’ perceptions, thoughts, and feelings regarding their current hotel experiences; → Understand these customers’ needs and expectations in order to have a successful and delightful pre-stay hotel experience. 54 Research Objectives THE CHALLENGE
  55. 55. ADAPTIVE PATH | UXI Premiere Hotels wants to understand the different types of patrons they could target as future customers. Each team will be exploring a different target customer: 1. Families on vacation 2. Couples on romantic retreats 3. Business travelers 4. Backpackers 5. Friends on group trips 55 Target Customers THE CHALLENGE
  56. 56. ADAPTIVE PATH | UXI EXERCISE #1 Build Your Hypothesis 56 As the design research team, your task is to plan and execute research that results in a new pre-stay experience model Premiere Hotels can communicate to partners. Before you can plan your research, your team must build a hypothesis for this experience based on your assumptions and individual experiences. TIME: 30 minutes
  57. 57. ADAPTIVE PATH | UXI 57 Build Your Hypothesis EXERCISE #1 In your teams, capture any assumptions you have for each of the outlined “stages” of the experience using your assigned “Target Customer”. Put each assumption on an individual sticky note. Consider → What roles are involved in the experience? → What do hotel patrons do in each of these stages? → What do they think or feel during these stages? → What opportunities or painpoints do you think occur during these stages? → What gaps do you have in your understanding of this stage? What questions do you want to answer during research?
  58. 58. ADAPTIVE PATH | UXI 58 Hypothesis - Stages EXERCISE #1 CONSIDERING + PLANNING MAKING ARRANGEMENTS TRAVELING 
 TO HOTEL ARRIVING + CHECKING-IN
  59. 59. ADAPTIVE PATH | UXI EXERCISE #1 Build Your Hypothesis 59 As the design research team, your task is to plan and execute research that results in a new pre-stay experience model Premiere Hotels can communicate to partners. Before you can plan your research, your team must build a hypothesis for this experience based on your assumptions and individual experiences. TIME: 30 minutes
  60. 60. ADAPTIVE PATH | UXI Designing the Right Approach for Research → Identifying research participants → Exercise 2: Characterize Research Participants → Choosing research methods → Exercise 3: Match the Methods 60 DESIGN RESEARCH
  61. 61. ADAPTIVE PATH | UXI 61 GOALS AND OBJECTIVES PARTICIPANTS 
 & METHODS COLLECT
 DATA ANALYZE
 DATA DEMONSTRATE
 FINDINGS
  62. 62. Identifying Participants
  63. 63. 64ADAPTIVE PATH | UXI Who should I talk to? For this research, it’s people who are best equipped to provide answers to your key research objectives. This might include: Existing customers Potential customers Former customers Extreme customers Staff Who else?
  64. 64. 65ADAPTIVE PATH | UXI How Do I Find the People? A guide from User Interface Engineering (UIE) gives you step by step guidance for finding the right participants for your research, including: IDENTIFYING PARTICIPANTS → Planning your recruiting campaign → Recruiting options (in-house or outsourced) → Choosing the recruiter → Creating a recruiting profile / screener → Building a contact list → Making contact → Effective recruitment interviewing → Interviewing checklist → Preparing forms → Dealing with cancellations www.uie.com/reports/recruiting_without_fear/
  65. 65. 66ADAPTIVE PATH | UXI Describe Who You Are Looking For… IDENTIFYING PARTICIPANTS → They have traveled at least 3 times in the past 6 months. → Their main purpose for travel is work-related. → Must have played a role in planning their travel. BUSINESS TRAVELERS → They have planned a family vacation (for at least 4 people) within the last year. → The vacation required planning beyond hotel reservations (e.g., flight, transportation, dinner reservations, etc.). FAMILY TRIP PLANNERS
  66. 66. ADAPTIVE PATH | UXI 67 What Criteria Should I Use? IDENTIFYING PARTICIPANTS → Demographic: age, gender, race, income, family status → Geographic: country, region, urban, suburban, rural → Behavioral: frequency, duration, diversity, ownership, membership → Attitudinal: for, against, undecided, prior experience (good or bad) TIP: Always check to see that the person is articulate! 
 Important to do this through the screening process.
  67. 67. ADAPTIVE PATH | UXI 68 Include the extremes IDENTIFYING PARTICIPANTS Majority of users Extreme usersExtreme users
  68. 68. 69ADAPTIVE PATH | UXI Be Specific! IDENTIFYING PARTICIPANTS
  69. 69. 70ADAPTIVE PATH | UXI Story: Who are Financial Advisers? ADAPTIVE PATH | UXI OBJECTIVE Arrive at a comprehensive, big-picture view of financial advisers around their information needs, attitudes, behaviors, and perceptions The criteria we had to consider and and screen for included: 1. A complex mix of demographics and domain-specific factors 2. A range of experience levels and book-of-business sizes 3. A mix of working contexts, from one-man-shops to large team-based operations 4. Openness to describing their professional approach and differentiators 5. Technology use and openness to new ways of doing things IDENTIFYING PARTICIPANTS
  70. 70. ADAPTIVE PATH | UXI EXERCISE #2 Characterize Your Research Participants 71 → For your study, who are you going to talk to? → Use the target user your team worked with for Exercise #1 → Create a participant profile for the kinds of people you want to conduct research with TIME: 10 minutes
  71. 71. ADAPTIVE PATH | UXI EXERCISE #2 Characterize Your Research Participants 72
  72. 72. ADAPTIVE PATH | UXI EXERCISE #2 Characterize Your Research Participants 73 → For your study, who are you going to talk to? → Use the target user your team worked with for Exercise #1 → Create a participant profile for the kinds of people you want to conduct research with TIME: 10 minutes
  73. 73. Choosing Research Methods
  74. 74. 75ADAPTIVE PATH | UXI Variety of Methods + Tactics CHOOSING RESEARCH METHODS Safaris Intercepts Interviews Observations 
 + Field Studies Diary (Cultural Probe) 
 Studies Surveys Analytics A/B Testing Pilot Testing Prototype Testing Participatory Design Usability Testing Card Sorting Focus Groups Eye Tracking Directed Storytelling
  75. 75. 76ADAPTIVE PATH | UXI Design research core methods CHOOSING RESEARCH METHODS CONVERSATIONS The stories, conversations, and interviews you have with research participants. OBSERVATIONS The observed behaviors, tasks, and processes, including their resulting artifacts.
  76. 76. 77ADAPTIVE PATH | UXI Deciding on Methods 1. Why are you we doing research? 2. What do we need to understand? 3. What is the intended output of the research? 4. What kind of work do you need to inform? 5. What are the resources for research? CHOOSING RESEARCH METHODS 1 2 3 4 5
  77. 77. 78ADAPTIVE PATH | UXI What to Understand CHOOSING RESEARCH METHODS GENERATIVE Problem EVALUATIVE Solution Inspired by model by Jenn + Ken Visocky O’Grady Safaris Intercepts Interviews Observations Diary Studies Surveys Analytics A/B Testing Pilot Testing Prototype Testing Co-Design Sessions Usability Testing
  78. 78. 79ADAPTIVE PATH | UXI Intended Output CHOOSING RESEARCH METHODS JOURNEY MAP PERSONAS MVP +
 DESIGN CRITERIA Directed Storytelling Observations Diary Studies Interviews Intercepts Diary Studies Interviews Surveys Participatory Design Card Sorting Prototype Testing Surveys
  79. 79. 80ADAPTIVE PATH | UXI CHOOSING RESEARCH METHODS LEAN RIGOROUS Quick & Lean: • Quickly putting something in front of people can be just as (or more) valuable than a rigorous research plan • Dependent on finding the right sample of people • Design methods + research activities that get more insights in less time (workshop style) • Build tools to help you synthesize as you go • Capture patterns as you see them occur to quickly get to insights (daily debriefs) Scale of Research
  80. 80. 81ADAPTIVE PATH | UXI CHOOSING RESEARCH METHODS LEAN RIGOROUS Deep & Broad: • Carefully identify target participants • Employ a mix of methods and activities for deeper understanding • Create data capture and debrief tools/approaches • Take sense-making breaks; analyze as you go • Manage and safeguard collected data and artifacts Scale of Research
  81. 81. Design research does not need to take weeks. Depending on time and constraints, your research may consist of a single participant for one hour. 
 Use the time you have to get the most value.
  82. 82. 83ADAPTIVE PATH | UXI Planning Research Tactics → What’s important to discover? → What don’t you know? → What do you need to validate? → What kind of engagement do you need? → Where do you need to go? → Who are your research participants? → How sensitive is the research topic? → What is the appropriate timing of research? CHOOSING RESEARCH METHODS
  83. 83. 84ADAPTIVE PATH | UXI Prioritizing Methods CHOOSING RESEARCH METHODS USAGE DATA SURVEY FIELD RESEARCH Shows aggregate activity and trends, often without differentiation Tells a bit more about us who is visiting and about patterns of purpose and frequency Tells us what people are trying to do, how they go about it, and something about why they are doing it
  84. 84. ADAPTIVE PATH | UXI “Focus groups can’t identify unmet needs for the simple reason that most people don’t know what they are missing until they experience it.” - Gianfranco Zaccai CHOOSING RESEARCH METHODS We don’t do Focus Groups.
  85. 85. 86ADAPTIVE PATH | UXI
  86. 86. ADAPTIVE PATH | UXI Directed Storytelling Participant relates a past experience in detail, while an interviewer probes for underlying motivations and breakdowns. CHOOSING RESEARCH METHODS
  87. 87. 88ADAPTIVE PATH | UXI Directed Storytelling → Get people to tell stories of a past experience → Focus on uncovering motivations, needs, goals, breakdowns, and delights → Listen and probe for details; move beyond generalization → Use visual tools (sketching) to document and diagram their stories so participants can validate while they are sharing CHOOSING RESEARCH METHODS
  88. 88. ADAPTIVE PATH | UXI Observations Observing people in a given context to understand their behaviors, interactions, and environment. CHOOSING RESEARCH METHODS source: http://i1.ytimg.com/vi/21x9QBNHx-0/maxresdefault.jpg
  89. 89. 91ADAPTIVE PATH | UXI Types of Observations → Naturalistic: No interaction with the observed or interference with their actions or environment. → Controlled: Providing specific prompts or tasks. Contextual inquiry is a form of controlled observation. → Participatory: Actively taking part with those being observed and their environment. CHOOSING RESEARCH METHODS
  90. 90. www.crateandbarrel.com/glass-4-cup-measuring-cup/s530247
  91. 91. houseoffraser.scene7.com/is/image/HOF/I_107848688_00_20081211
  92. 92. source:http-//www.abetterbagofgroceries.com/wp-content/uploads/2010/04/OXO-measure-cup-from-top.jpg
  93. 93. ADAPTIVE PATH | UXI Intercepts An in-context method for quickly asking questions that provide insights into what customers are doing. CHOOSING RESEARCH METHODS source: http://i1.ytimg.com/vi/21x9QBNHx-0/maxresdefault.jpg
  94. 94. ADAPTIVE PATH | UXI Video Ethnography A method combining observation and first-person annotation to capture an experience in real time. CHOOSING RESEARCH METHODS source: http://stbyblogs.eu/cyclehiring/category/results/
  95. 95. ADAPTIVE PATH | UXI Picture Cards Using visual, participatory prompts to help participants share stories, feedback, and to probe on tacit needs. CHOOSING RESEARCH METHODS source: http://i1.ytimg.com/vi/21x9QBNHx-0/maxresdefault.jpg
  96. 96. 98ADAPTIVE PATH | UXI Picture Cards → Help people think systematically about their life experiences while maintaining a grounding in the contexts and details of their lives → Create cards with images that help people tell research-relevant stories → Bring blank cards to fill in the particulars that you were unable to account for ahead of time → Include cards that support thinking about future products and services CHOOSING RESEARCH METHODS
  97. 97. ADAPTIVE PATH | UXI Participatory Design Directly involving service actors (customers, agents, stakeholders, etc.) in the research and design process. CHOOSING RESEARCH METHODS
  98. 98. 105ADAPTIVE PATH | UXI Participatory Design → Using co-creation activities can elicit new ideas, unspoken needs, and insights on relationships during an experience → Create activities with templates and supplies that are approachable and easy to use → Structure the activities so users can easily create while communicating their decisions CHOOSING RESEARCH METHODS
  99. 99. source: Maria Cordell
  100. 100. ADAPTIVE PATH | UXI Diary Studies Journaling methods in which research participants capture their experiences visually and annotate those artifacts with a personal narrative. Sometimes called Cultural Probes or Annotated Experiences. CHOOSING RESEARCH METHODS source: http://i1.ytimg.com/vi/21x9QBNHx-0/maxresdefault.jpg
  101. 101. 108ADAPTIVE PATH | UXI Diary Studies → Allows people to capture their thoughts and feelings while they are having an experience → Exposes a deeper view of users’ context, culture, and values → Give people tools and a flexible system for capturing and communicating their experience to you → Recruit people who have a digital camera or camera phone (or provide them one) → Design tools that can be easily integrated into the users’ daily routines or experience without being a distraction CHOOSING RESEARCH METHODS
  102. 102. ASK FOR DETAILS… Would I look in the minibar for any of this? CDS? A FIRST AID KIT? AN “INTIMACY KIT”? WHAT IS AN “INTIMACY KIT”?
  103. 103. HAVE THEM TELL YOU A STORY… “This is what I saw when I walked into my room.”
  104. 104. “I had no idea what to do with this when I felt it on the wall the first time…” “After three days in the hotel, I still wasn’t sure whether I was supposed to use the button, the slider, or both.”
  105. 105. ADAPTIVE PATH | UXI Love/Breakup letters Having participants or stakeholders write fictional love or breakup letters to a product or service. Highlighting their pinpoints and delights in an emotional manner. TIP: Great method to use as homework prior to a session CHOOSING RESEARCH METHODS source: http://i1.ytimg.com/vi/21x9QBNHx-0/maxresdefault.jpg
  106. 106. 114ADAPTIVE PATH | UXI Smart Design – https://vimeo.com/11854531
  107. 107. 115ADAPTIVE PATH | UXI CHOOSING RESEARCH METHODS TYPE OF INQUIRY METHOD APPLICATION/RESULT Demographic Who are they? Age, sex, geography Surveys Database analysis Lay of the land Audience segmentation Inform/validate other research Behavioral How do things get done? Behavior patterns, conceptual models Field research Contextual interviews Card sorting Prototype testing & iteration Product strategy Features and functions Interaction design Information architecture Motivational Why are they doing it? Goals, emotions, preferences, desires Field research Contextual interviews Surveys Product Strategy Framing the experience Visual interpretation Branding Evaluative How does it work for them? Usability testing Log analysis Customer feedback Card sorting Interaction design Interaction flow Page layout Nomenclature
  108. 108. 116ADAPTIVE PATH | UXI Frequently Used Methods CHOOSING RESEARCH METHODS Learn about an end-to-end journey that occurs over a period of time. Identify the contextual factors that impact a person’s experience. PARTICIPATORY PROMPTS: PICTURE CARDS Understand daily activities and how a person prioritizes + organizes them. Collect people’s impressions of their world, especially for sensitive topics. DIARY STUDIES: ANNOTATED EXPERIENCES FIELD STUDIES: OBSERVATIONS + INTERCEPTS INTERVIEWS: 
 DIRECTED 
 STORYTELLING
  109. 109. 117ADAPTIVE PATH | UXI Triangulation CHOOSING RESEARCH METHODS SURVEY
 RESULTS USAGE
 DATA FIELD
 RESEARCH
 DATA
  110. 110. 118ADAPTIVE PATH | UXI Choose Methods Wisely → Effective research for design requires flexibility and resourcefulness → Choose the right method for the job → Be mindful of assumptions and biases built into methods → Don’t be this guy CHOOSING RESEARCH METHODS
  111. 111. 119ADAPTIVE PATH | UXI Methods Toolkit CHOOSING RESEARCH METHODS QUALITATIVE (INSIGHTS) QUANTITATIVE (VALIDATION) GOALS & ATTITUDES (SAY) BEHAVIORS (DO) Focus groups Card sorting Usability testing Eye tracking Customer support data analysis Surveys Automated usability testing Site traffic/log file analysis A/B testing – Steve Mulder
 The User is Always Right Diary/journal studies User interviews Field studies Participatory design
  112. 112. ADAPTIVE PATH | UXI CHOOSING RESEARCH METHODS Story: Mixing Methods
  113. 113. 121ADAPTIVE PATH | UXI Tips for Remote Research → Leverage remote meeting tools (GoToMeeting) → Incorporate tools to support remote participatory activities like card sorting and documenting user journeys → Email participants with clear directions on how to engage with tools used during research with easy access to links → Get comfortable with the tools using a dry run → Document everything with screen recordings → Have backup plans ready for technology malfunctions** CHOOSING RESEARCH METHODS
  114. 114. ADAPTIVE PATH | UXI IDENTIFYING PARTICIPANTS Story: Remote Research
  115. 115. ADAPTIVE PATH | UXI EXERCISE #3 Match Your Methods 123 → For each challenge, choose which methods would be appropriate → Be ready to explain why → Add new methods you’ve 
 tried that could be valuable TIME: 15 minutes
  116. 116. What methods did you choose for each challenge?
  117. 117. Lunch Time! Lunch is located…
  118. 118. ADAPTIVE PATH | UXI WARM-UP Extract
 Human Needs 126 → Three people at each table should find a card with a “customer need” under their seat. → One at a time, each person with a card acts out the need they have (without saying/describing it). → As a table, interview the person to extract this tacit need. → Once you’ve guessed the need, move on to the next person to extract their need. TIME: 10 minutes
  119. 119. ADAPTIVE PATH | UXI Collecting the Good Stuff → The art of effective interviewing → What to look for when conducting design research → Effective fields tools and tactics → Exercise 4: Conduct Research Sessions 127 DESIGN RESEARCH
  120. 120. ADAPTIVE PATH | UXI 128 GOALS AND OBJECTIVES PARTICIPANTS 
 & METHODS COLLECT
 DATA ANALYZE
 DATA DEMONSTRATE
 FINDINGS
  121. 121. Facilitating Conversations
  122. 122. Design research relies on a designer’s soft skills… Facilitation & Listening
  123. 123. ADAPTIVE PATH | UXI Interviews Structured conversations guided by open-ended questions designed that set the stage for learning and deep understanding. FACILITATING CONVERSATIONS
  124. 124. 132ADAPTIVE PATH | UXI Interview Contexts → In a Facility: Interviewing out of the participant’s typical context, such as an office or lab. → In the Field: Interviewing within a context familiar to the participant or applicable to the experience you are investigating. → In the Moment: Combining interviewing with observation to probe on what is being observed and to explore the unexpected. FACILITATING CONVERSATIONS
  125. 125. 133ADAPTIVE PATH | UXI Setting Up for Success Interviewing can be simple and effective if you: 1. Try to answer what you don’t know and validate what you think 
 you know about a topic 2. Be objective, not subjective— leave opinions at home 3. Don’t ask leading questions, “you like this right?” vs. “What do you think about this?” Always start with What, why, where, when, how 4. Try to get at what people think, feel, do 5. Try to understand ‘why’ 6. Build rapport before diving in to the interview FACILITATING CONVERSATIONS
  126. 126. ADAPTIVE PATH | UXI Empathic Listening Empathic listening gets inside another person’s frame of reference. You look out through it, you see the world the way they see the world, you understand their paradigm, you understand how they feel. - Stephen R. Covey FACILITATING CONVERSATIONS <a href="http://www.flickr.com/photos/96603394@N00/418349082/">NapInterrupted</a> via <a href="http://compfight.com">Compfight</a> <a href="https://creativecommons.org/licenses/by-nd/ 2.0/">cc</a>
  127. 127. 135ADAPTIVE PATH | UXI Try It: Listening → Pick a partner — someone you don’t know → Pull your chairs together so you are facing one another → Select one of you to be the first interviewer → Interviewers: You will ask the interviewee to speak for 2 minutes on a topic I will give you. As they answer, you must remain silent → Interviewees: Once the interviewer asks a question, you must speak on that subject for two minutes. Just keep talking, no matter what. FACILITATING CONVERSATIONS
  128. 128. 136ADAPTIVE PATH | UXI The Topic Tell me about a tourist attraction that you love — one that you have visited, explored, or that you would like to see in the future FACILITATING CONVERSATIONS
  129. 129. 137ADAPTIVE PATH | UXI Try It: Listen & Appreciate → Keep your partner → Switch roles: Interviewers become interviewees and vice versa → Same as before: Interviewers ask a question I will give you. Interviewees speak for up to 2 minutes on the subject. → Modification: Interviewer will use one or more “appreciation” statements FACILITATING CONVERSATIONS
  130. 130. 138ADAPTIVE PATH | UXI The Topic Tell me about a neighborhood that you love — one that you have visited or lived in. FACILITATING CONVERSATIONS
  131. 131. 139ADAPTIVE PATH | UXI An Appreciation is Something Like… → Tell me more about about <subject>... → When you were speaking, I noticed <observation>... → You made me think about ... → It was interesting that ... → Tell me about a time ... Remember your topic... Tell me about a neighborhood that you love — one that you have visited or lived in. FACILITATING CONVERSATIONS
  132. 132. 140ADAPTIVE PATH | UXI Facilitation Tips → Follow a thread → Ask, “Why?” or prompt with, “Tell me more about...” → Pretend you don’t understand — and don’t assume you do → Use your instincts to direct or shape the conversation → Don’t ask yes/no questions → When you get an answer don’t just say, “OK, great!” 
 and leave it at that → Find the story; prompt for it; explore for it FACILITATING CONVERSATIONS
  133. 133. 141ADAPTIVE PATH | UXI Keep in Mind… → Native Categories
 Terms people use to describe their world, for example, “that’s our ‘junk drawer’” and “it’s our ‘Friday treat’,” “I’m not a BMW type of person,” etc. 
 
 → Over-generalizations
 “We always do it that way” and “she never uses that” are examples of over-generalizations. 
 
 
 
 FACILITATING CONVERSATIONS
  134. 134. 142ADAPTIVE PATH | UXI Keep in Mind… → Claims of Idiosyncrasy 
 Interviewees will often make claims that they do things in an unusual manner or that there is something unique about them or their stuff. → Brush-offs
 Brush-offs are things people don’t think are important or worthy of explanation, or things they assume we wouldn’t be interested in, e.g., “that’s not important,” “I don’t use that radio, let me show you the one I do”, “oh that’s nothing”, “that’s just an extra room.” FACILITATING CONVERSATIONS
  135. 135. 143ADAPTIVE PATH | UXI Remember… → Pay attention → Make the normal noticeable → Get people to show and tell → Set people up for success → Account for the unspoken rules → Make discussions tangible → Know your role FACILITATING CONVERSATIONS
  136. 136. 144ADAPTIVE PATH | UXI Pay Attention FACILITATING CONVERSATIONS
  137. 137. 145ADAPTIVE PATH | UXI Make the Normal Noticeable FACILITATING CONVERSATIONS
  138. 138. 146ADAPTIVE PATH | UXI Get People to Show and Tell FACILITATING CONVERSATIONS
  139. 139. 147ADAPTIVE PATH | UXI Set People Up For Success…? → What percentage of time do you spend each day checking email? → Tell me about about your favorite television programs. → What TV channels do you regularly watch? → What is your morning routine from awakening until you leave the house? → If you had a new Apple tablet PC, what would you do with it? FACILITATING CONVERSATIONS
  140. 140. 148ADAPTIVE PATH | UXI Account For Unspoken Rules FACILITATING CONVERSATIONS All photos © Maria Cordell
  141. 141. 149ADAPTIVE PATH | UXI Make Discussions Tangible FACILITATING CONVERSATIONS
  142. 142. 150ADAPTIVE PATH | UXI Know Your Role FACILITATING CONVERSATIONS
  143. 143. 151ADAPTIVE PATH | UXI People Principles → People play nice for strangers. → People adapt products and services to meet their needs. → People are creatures of habit. → Memory is context sensitive. → No person is an island. → Cognition is distributed. FACILITATING CONVERSATIONS
  144. 144. 152ADAPTIVE PATH | UXI When Studying Humans… → People are very bad at predicting how and why they WILL or MIGHT act. → People are pretty good at recalling how they DID act though still not so good at telling you why. → People are very bad at staying focused on activities that they don’t really care about. They will generally do poorly in fictitious or imaginary situations. FACILITATING CONVERSATIONS
  145. 145. 153ADAPTIVE PATH | UXI Personalities & Styles FACILITATING CONVERSATIONS Confident Suspicious Relationship-focused Free associating Reticent Content modified from eLab
  146. 146. Preparing for the field
  147. 147. 155ADAPTIVE PATH | UXI What to Take PREPARING FOR THE FIELD
  148. 148. 156ADAPTIVE PATH | UXI Set roles for the team PREPARING FOR THE FIELD CLASSIC RESEARCH TEAM MODERATOR NOTES + DOCUMENTATION
  149. 149. 157ADAPTIVE PATH | UXI Set roles for the team PREPARING FOR THE FIELD EXTENDED RESEARCH TEAM MODERATOR NOTES DOCUMENTATION
 (GREAT CLIENT ROLE)
  150. 150. 158ADAPTIVE PATH | UXI Setting up the room PREPARING FOR THE FIELD MODERATOR NOTES + DOCUMENTATION NOTES PARTICIPANT
  151. 151. 159ADAPTIVE PATH | UXI Tips on timing PREPARING FOR THE FIELD → Try to keep it under 2 hours → If you need to go longer, design in breaks and a diversity of activities → Know what activities and conversations you can cut out 
 if you’re running out of time → Don’t forget to design in breaks for the research team!
  152. 152. 160ADAPTIVE PATH | UXI Research session flow PREPARING FOR THE FIELD Project intro Rapport building Warmup activity Core activities Wrap up
  153. 153. 161ADAPTIVE PATH | UXI Research Protocol PREPARING FOR THE FIELD
  154. 154. 162ADAPTIVE PATH | UXI Tips on research protocols PREPARING FOR THE FIELD → Set 3-5 focus statements 
 (closely tied to you research objective) → Identify your key questions → Build in follow-up questions to deepen information gathered → Include timing details → Treat them as a check list so you can go with the conversational flow → Test it out before heading into 
 the field!!!
  155. 155. ADAPTIVE PATH | UXI COLLECTING THE GOOD STUFF Story: The Camera Consumer COULD REPLACE THIS WITH A STORY FROM CMD+F?
  156. 156. ADAPTIVE PATH | UXI COLLECTING THE GOOD STUFF Story: The Unexpected of Research http://www.flickr.com/photos/70872463@N00/3151164675/" http://www.flickr.com/photos/59666714@N00/1316420142/ http://www.flickr.com/photos/39640647@N02/4518128944/
  157. 157. ADAPTIVE PATH | UXI Prepare for Everything 166ADAPTIVE PATH | UXI → Participant doesn’t genuinely meet criteria. Know when to end the session. → Participant doesn’t show up. Always plan for backups. → People are complex, you cannot always predict their behaviors during a session. Prepare for the unexpected. → People have difficult, emotional experiences. You have to empathize while trying to identify the right insights. → People do not instinctively and immediately trust. Dress the part, make them feel comfortable, and don’t hold it against them for hiding their feelings. COLLECTING THE GOOD STUFF Be prepared for your carefully crafted research plan to go haywire, off script, and wrong in the most inventive ways
  158. 158. ADAPTIVE PATH | UXI EXERCISE #4 Conduct Research Sessions 167 → Each team split into 2 groups → One group will go in the field to do observations + intercepts → The other group will conduct two 10- minute interviews with someone from another team • One person is the researcher, one person is the notetaker & sketcher, and one person is the participant for another team (you can rotate) → After 20 minutes, the teams should swap observation / interviewing roles 
 TIME: 40 minutes
  159. 159. ADAPTIVE PATH | UXI 168 What to Uncover EXERCISE #4 What triggered his or her journey? What were his or her expectations? What actions did he or she take? What did he or she feel at different points in time? What was he or she thinking at specific moments? What touchpoints did he or she interact with? What people were involved? What tech (screens, devices, etc.) were involved? What events took place? What locations did actions take place in? What was his or her lasting impression?
  160. 160. ADAPTIVE PATH | UXI 169 Building Blocks EXERCISE #4 Thinking Framing and expectations Doing Activities and behaviors Feeling Feelings and perceptions People Who is involved Context Place and environment Touchpoints Products, services, points of interaction
  161. 161. ADAPTIVE PATH | UXI EXERCISE #4 Conduct Research Sessions 171 → Each team split into 2 groups → One group will go in the field to do observations + intercepts → The other group will conduct two 10- minute interviews with someone from another team • One person is the researcher, one person is the notetaker & sketcher, and one person is the participant for another team (you can rotate) → After 20 minutes, the teams should swap observation / interviewing roles 
 TIME: 40 minutes
  162. 162. BREAK TIME! 2:45 – 3:00
  163. 163. ADAPTIVE PATH | UXI Translating to Design → Making Sense of It All → Exercise 5: Data Clustering → Representing Research Findings → Exercise 6: Journey Mapping → Leaping from Research to Design 173 DESIGN RESEARCH
  164. 164. Making Sense of It All
  165. 165. ADAPTIVE PATH | UXI 175 GOALS AND OBJECTIVES PARTICIPANTS 
 & METHODS COLLECT
 DATA ANALYZE
 DATA DEMONSTRATE
 FINDINGS
  166. 166. 176ADAPTIVE PATH | UXI Sensemaking → A set of processes that is initiated when an individual or organization recognizes the inadequacy of their current understanding of events. → Sensemaking is an active two-way process of fitting data into a frame (mental model) and fitting a frame around the data. → Neither data nor frame comes first; data evoke frames and frames select and connect data. → When there is no adequate fit, the data may be reconsidered or an existing frame may be revised. MAKING SENSE OF IT ALL Adapted from Jon Kolko’s writing on Design Synthesis
  167. 167. 177ADAPTIVE PATH | UXI A Synthesis Framework → Prioritize: Stakeholder interviews, user interviews, market research, cultural trends, and forecasting all produce quantities of data. Decide which pieces of data are more important than another. → Judge: Not all of the data identified in a discovery process is relevant. Determine what is most significant in the current problem solving context. Constantly reassess. → Forge connections: Discrete elements of data are less interesting than the relationship between them. An abductively logical story posits a hypothesis based on inference. The activity of defining and forging connections actively produces knowledge. MAKING SENSE OF IT ALL Adapted from Jon Kolko’s writing on Design Synthesis
  168. 168. 178ADAPTIVE PATH | UXI How to Start MAKING SENSE OF IT ALL Adapted from Jeremy Alexis WHAT DID WE SEE (HEAR)? (STORIES, FACTS) WHAT DID WE LEARN? (PATTERNS, THEMES) WHY IT HAPPENED? (DRIVERS, CAUSES) WHAT CAN WE DO ABOUT IT? (OPPORTUNITIES)
  169. 169. TRANSCRIBE YOUR FINDINGS
  170. 170. MAKE OBSERVATIONS VISUAL
  171. 171. PONDER AND DISCUSS
  172. 172. CLUSTER INTO MEANINGFUL CHUNKS
  173. 173. USE FRAMEWORKS
  174. 174. 184ADAPTIVE PATH | UXI AEIOU Synthesis Framework → Activities
 Goal directed actions → Environments
 Location → Interactions
 Person-Person, Person-Thing, Person-Environment → Objects
 Touchpoints/Artifacts → Users
 Another word for People EFFICIENT DATA ANALYSIS
  175. 175. 185ADAPTIVE PATH | UXI AEIOU Expansion Pack → Space
 Environment — Flow within space → Actors
 Participant + others → Activities
 Generalized behaviors → Acts
 Specific interactions → Goals
 What the actors are attempting to accomplish → Events
 If a specific event or location → Time
 Sequence of events → Emotions
 Observed, or explicitly stated EFFICIENT DATA ANALYSIS
  176. 176. 186ADAPTIVE PATH | UXI POEMS Research Framework → People
 Players, roles, relationships → Objects
 Things, touchpoints, artifacts → Environments
 Spaces, locations → Messaging
 Communication, language, signage → Services
 Systems, processes EFFICIENT DATA ANALYSIS
  177. 177. 187ADAPTIVE PATH | UXI NOABS Analytic Framework → Needs
 Behaviors, tacit + explit needs, motivations → Objectives
 Goals, plans, wants → Activities
 Actions, steps → Breakdowns
 Painpoints, issues, problem areas → Solutions
 Interventions, opportunities, recommendations EFFICIENT DATA ANALYSIS IIT Institute of Design, Jeremy Alexis
  178. 178. Representing Research Findings
  179. 179. ADAPTIVE PATH | UXI 190 GOALS AND OBJECTIVES PARTICIPANTS 
 & METHODS COLLECT
 DATA ANALYZE
 DATA DEMONSTRATE
 FINDINGS
  180. 180. 191ADAPTIVE PATH | UXI Creating the Right Representations Research Objectives What are the key questions that your research must answer to be considered successful? What are the strategic objectives? REPRESENTING RESEARCH FINDINGS Design Activities to Support What kinds of design activities need to be supported? What kind of future products or services need to be informed or shaped by the insights? Findings Based on Analysis What are the key themes in your data? What are the salient dimensions of your core findings: time, location, person, role, etc.? Stakeholder Characteristics How is information communicated in the organization? What representations have worked previously? What formats will best resonate with stakeholders? FINDINGS
 REPRESENTATIONS
  181. 181. 192ADAPTIVE PATH | UXI Flow Model REPRESENTING RESEARCH FINDINGS
  182. 182. 193ADAPTIVE PATH | UXI Physical Model REPRESENTING RESEARCH FINDINGS
  183. 183. 194ADAPTIVE PATH | UXI Content Model REPRESENTING RESEARCH FINDINGS
  184. 184. 195ADAPTIVE PATH | UXI Mental Model REPRESENTING RESEARCH FINDINGS Decide to Watch a Film Watch a Film for Pleasure Watch a Film for Entertainment Watch a Film for Aesthetics Watch a Film to Avoid Something Watch a Film because of the Weather Play Hooky from Work to Watch Film Watch a Film to Achieve a Mood Watch a Film to Cure Mood Watch a Film to Release Tension Watch a Film to Relax Have a Date Night Have a Date Night Take Family Dependents to a Film Take Family Dependents to a Film Share a Film with Friends Take Someone to a Film I Like Screen a Film for Friends Watch a Film to Learn Watch a Film to Challenge My Mind Watch a Film to See Different Cultures Watch in Theater for the Experience Watch a Film for Theater Ambiance Watch a Film for a Tie to History Watch a Film for Energy of the Audience Watch Films Regularly Watch Films Regularly Watch a Film Spontaneously Watch a Film Spontaneously Attend Films with a Group Attend Films with Family Attend Films with Friends Watch My Film Expenses Watch My Film Expenses Encounter a Film I Haven’t Heard Of Encounter a Film I Havent Heard Of See a Trailer Hear about a Film Search for Films Online Read a Book Choose Film Look for Certain Qualities Choose Film for the Story Choose Blockbusters Choose Quality Films Choose Serious Films Choose Self- Deprecating Films Choose Films by Director Choose Eclectic Films Choose Familiar Films Choose Film of Country I’ve Been To Choose Film Because I’ve Read Book Watch a Certain Genre in Winter Watch a Certain Genre in Winter Include Random Film Choices Choose a Variety of Films See Whats Playing to Choose Film Inherit Interest in a Genre from Family Inherit Interest in a Genre from Family Choose Films Togeth. with Companions Avoid Certain Films for Companion Compromise on Film Choice Avoid Certain Films Avoid Films with Bad Stories Avoid Certain Genres Avoid Mainstream Films Avoid Film to Preserve Book Experience Avoid Violent Films Avoid Non-PC Films Decide on Film Based on Reviewers Opinion Read Reviews When mye Not Sure Decide if I Agree with Reviewers Points Choose Film Based on Reviewers Opinion Postpone a Film Wait for Film to Come Out on DVD Learn More about a Film Read Review to Get an Idea of the Film Read Review to Get an Idea of the Film Talk About Films I Want to See Talk About Films I Want to See Look for Trailers Online Look for Trailers Online Anticipate a Film Set Expectations Read Reviews Regularly Read the Reviewers I Respect Read Compiled Reviews Read Many Reviews to Get a Consensus Read Newspaper Reviews Read Film Festival Reviews Read Reviews Out of Curiosity Choose a Theater Choose a Good Theater Choose Clean Theater Choose Theater with Good Sound Choose Theater with Good Projection Choose Theater w/ Comfortable Seating Choose Theater with Good Eats Choose Theater w/ Good Parking Choose Easy Theater Choose Multiplex for Familiarity Choose Central Location to Meet Friends Choose Smaller Theater Choose Smaller Theater for Aesthetics Choose Smaller Theater for the Neighborhood Choose Smaller Theater for Eclectic Film Choose Theater with Big Crowd Energy Choose Theater with Big Crowd Energy Choose Theater Close to Good Restaurants Choose Theater Close to Good Restaurants Get Annoyed by Commercials Get Annoyed by Commercials Choose a Time Look Up Running Times (Length) Look Up Running Times Choose Screening Time Choose Early Screening Avoid Early Screening Choose Later Screening Avoid Films at Home Avoid Films at Home Go to the Theater Avoid Being Late to Theater Avoid Being Late to Theater Resolve Group Logistics Schedule a Time with a Group Get Tickets for a Group Meet Group at Theater Buy Tickets Buy Tickets in Advance Avoid Standing in Line to Buy Tickets Avoid Buying Tickets Online because of Surcharges Buy Concessions Buy Popcorn Buy Chocolate Eat Concessions Instead of Dinner Avoid Concessions Choose Seats Choose Seats Where I Can See Choose Seats with Good Sound Choose Seats Anywhere Choose Front Row Seats Bring Coat to Cold Theater Bring Coat to Cold Theater Watch a Film at Home Rent a Film Rent if Don’t Feel Like Going Out Try Renting through NetFlix Rent a Film to Save Money Watch a Film on Projector Watch a Film on Projector Watch a Film on DirecTV Watch a Film on DirecTV Watch DVD Extras Watch DVD w/ Commentary On Watch Extras on DVD Avoid Extras on DVD Make Popcorn Make Popcorn Eat Dinner Eat Dinner Eat Dinner Before Film Eat Dinner After Film Eat Lunch Before a Film Eat Dinner with a Companion/ Date Decide When to Eat Dinner Decide When to Eat Dinner Make Reservations Make Reservations Skip Dinner Skip Dinner Attend a Film Event Attend a Film Retrospective Attend a Film Retrospective Attend Academy Screening Attend Academy Screening Attend Opening Night Attend Opening Night Dress in Costume Dress in Costume Watch the Film React to the Film During Screening Avoid Audible Reactions Share Reactions w/ Companion Feel Strong Emotions Hide My Eyes Fall Asleep During a Film Observe Other’s Reactions Observe Other’s Reactions Ignore Other People/ Immerse Myself Avoid People So I Can Concentrate Immerse Myself in a Film Watch Certain DVDs Alone Attend Films Alone Compare Film to Book Get Nitpicky About Interpretation Anticipate Scenes from Book Comment on Film During Screening Comment on Film During Screening Look for Jokes/ References Look for Jokes/ References Admire Craft of the Film Admire Craft of Film Admire Craft of Screenplay Look for Choreography, Stunts Respect the Artist Watch a Film Respectful of the Artist Feel Reac- tions Director Wants Avoid Leaving in the Middle Identify with a FilmAllow a Film to Permeate My Life Let the Movie Linger Wish that a Film Can Change How I Act Investigate Story of Film Afterwards Read the Book Afterwards Use Quote from Film in Conversation Listen to Soundtrack Collect Film-Related Stuff Collect Toys Collect Film Artwork Save Tickets in Scrapbook Get the DVD Get DVDs as Gifts Buy Special DVDs Watch a Film Multiple Times Watch Film Multiple Times Watch DVDs I Own More than Once Interact with People about the Film Discuss the Film Afterward Go Somewhere to Sit and Discuss Film Discuss Film Afterwards Learn Craft from Discussion of Unusual Points Discuss Interpretation of Book Ask Strangers Their Opinion After a Film Avoid Discussions Recommend a Film Write a Review Recommend a Film when Asked Follow the Industry Track Box Office Competition Track Box Office Competition Track Production Studio News Track Production Studio News Become Serious about the Craft Study Film Craft Write Entertainment Get Job at Theater/ Video Store Get Job at Theater/Video Store Watch Minimalist Films to Meditate Theaters Near Me Theaters Near Me Theaters Near Me Theaters Near Me My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List My Favorite Theaters List Pick Favorite Theater (by peer rating) Pick Favorite Theater (by peer rating) Pick Favorite Theater (by peer rating) Pick Favorite Theater (by peer rating) Pick Favorite Theater (by peer rating) Pick Favorite Theater (independents) Pick Favorite Theater (independents) Pick Favorite Theater (independents) Rate a Theater Rate a Theater Rate a Theater Rate a Theater Rate a Theater Pick Favorite Theater (by location) Pick Favorite Theater (by location) Pick Favorite Theater (by location) Pick Favorite Theater (by concessions) Pick Favorite Theater (by screen size) Pick Favorite Theater (by location) Pick Favorite Theater (by sound system) Pick Favorite Theater (by seating) Pick Favorite Theater (by seating) Pick Favorite Theater (by architecture) Pick Favorite Theater (by parking) Pick Favorite Theater (by nearby restaurants) Pick Favorite Theater (by nearby restaurants) Get to Theater Map to Theater Map to Theater Map to Theater Driving Directions to Theater Driving Directions to Theater Driving Directions to Theater Parking Directions for Theater Parking Directions for Theater Parking Directions for Theater Prices at Nearby Parking Prices at Nearby Parking Map to Theater Map to Theater Map to Theater Time Limits at Nearby Parking Prices at Nearby Parking Time Limits at Nearby Parking History of the Theater Link to Theater Website Link to Theater Website Link to Theater Website Link to Theater Website Link to Theater Website Link to Theater Website Link to Theater Website Link to Theater Website Link to Theater Website What’s Playing Today (by location) What’s Playing Today (by location) What’s Playing Today (by location) What’s Playing Today (by location) What’s Playing Today (by location) What’s Playing Today (by location) What’s Playing (by location) What’s Playing (by location) What’s Playing (by location) What’s Playing (by location) What’s Playing (by location) What’s Playing (by location) What’s Playing (by location) Choose Theater Playing Film to See What’s Playing Today (by location) What’s Playing (by location) What’s Playing Today (by title) What’s Playing Today (by title) What’s Playing Today (by title) What’s Playing Today (by title) What’s Playing (by title) What’s Playing (by title) What’s Playing (by title) What’s Playing (by title) What’s Playing Today (by title) What’s Playing (by title) What’s Playing Today (by director/actor) What’s Playing (by director/ actor) What’s Playing Today (by director/actor) What’s Playing (by director/ actor) What’s Playing Today (by director/actor) What’s Playing (by director/ actor) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) Showtimes Running Time How Much Longer Will It Be Playing? Showtimes Running Time How Much Longer Will It Be Playing? Showtimes Running Time How Much Longer Will It Be Playing? Showtimes Running Time How Much Longer Will It Be Playing? Showtimes Running Time How Much Longer Will It Be Playing? Buy Tickets Is It Sold Out? Is There a Line? Is It Sold Out? Is There a Line? Is It Sold Out? Is There a Line? Is It Sold Out? Is There a Line? What’s Playing in the Next Two Hrs (by location) What’s Playing in the Next Two Hrs (at favorite theaters) What’s Playing in the Next Two Hrs (by actor/ director) What’s Playing in the Next Two Hrs (by title) Film List (by genre) Film List (by director/actor) Film List (by genre) Film List (by genre) What’s Playing Today (by title) What’s Playing (by title) What’s Playing Today (by director/actor) What’s Playing (by director/ actor) What’s Playing Today (at favorite theaters) What’s Playing (at favorite theaters) Film List (compiled reviews) Film List (by peer rating) Film List (by favorite reviewer) Rent a DVD from Sponsor Reserve a DVD from Sponsor Rent a DVD from Sponsor Reserve a DVD from Sponsor Rent a DVD from Sponsor Reserve a DVD from Sponsor Rent a DVD from Sponsor Reserve a DVD from Sponsor Film List (compiled reviews) Film List (by peer rating) Film List (by favorite reviewer) Film List (compiled reviews) Film List (by peer rating) Film List (by favorite reviewer) Pick a Film (by favorite theater) Film List (by related films) Film List (based on books) Film List (by country of story) Film List (by country of origin/director) Film List (by related films) Film List (by related films) Film List (by related films) Film List (by related films) Film List (by related films) Film List (by related films) My Favorite Reviewers List Pick Favorite Reviewer Links to Other Review Websites My Favorite Reviewers List Pick Favorite Reviewer Links to Other Review Websites My Favorite Reviewers List Pick Favorite Reviewer Links to Other Review Websites Rate a Film My Favorite Films, and Why Rate the Mood of a Film Rate a Film My Favorite Films, and Why Rate the Mood of a Film Look for Film Information Online Link to IMDB Link to Official Film Website Links to Unofficial or Fan Sites Links to Fan Films (Remakes by Fans) Film Chat Room (by title) Film Chat Room (by genre) Film Chat Room (by director) Film Chat Room (by actor) Link to IMDB Links to Unofficial or Fan Sites This Film is Like Another... If You Like This Director, You Will Like... If You Like This Actor, You Will Like... This Film is Like Another... If You Like This Director, You Will Like... If You Like This Actor, You Will Like... This Film is Like Another... If You Like This Director, You Will Like... If You Like This Actor, You Will Like... Mental Space MovieGoer'sMentalModelTools&Content External Site Another Place for Content or Function Primary Location for Content or Function Conceptual Group Popular (5+ Voices) Added During Workshop Rare (1 Voice) Normal (2-4 Voices) Added Content Legend Content Behind Login Send Story Idea to Studio Write Fan Mail to a Director Write Fan Mail Write Fan Mail to an Actor Local Film Festivals National Film Festival List Links to Film Festival Websites Links to Film Festival Schedules Attend Film Festival Attend Outdoor Screening Links to Local Outdoor Screenings Top Box Office Performers Links to Gross Income Tracking on Films Links to Box Office Websites Track DVD Sales Top DVD Sales Performers Links to Film Institute Schedules Local Theater Job Listings DVD Release Dates DVD Release Dates Trailer Top Requested Trailers Trailer Top Requested Trailers Trailer Release Dates List of Movies Playing Now List of Movies Playing Now List of Movies Playing Now List of Movies Playing Now List of Movies Playing Now DVD Release Dates Get Excited about a Film Read About Films I Want to See Link to IMDB List of Extras on Film Links to Entertainment Websites Links to Entertainment Websites Links to Entertainment Websites Links to Entertainment Websites Links to Entertainment Websites List of Movies Coming Soon Theater Release Dates Trailer Release Dates List of Movies Coming This Weekend List of Movies Coming Soon Theater Release Dates List of Movies Coming This Weekend Links to Film Archive Websites Links to Film Archive Websites Links to Film Archive Websites Links to Film Institute Websites Links to Film Archive Schedules Local Restaurant Links Local Restaurant Links Movie Goer Alignment Diagram Research Conducted by Indi Young June 2004 Alter my Behavior/ Opinion DVD Release Dates Local Restaurant Links Local Film Festivals National Film Festival List Links to Film Festival Websites Links to Film Festival Schedules Links to Local Outdoor Screenings Film List (by mood) Get to Restaurant Buy Soundtrack Indi Young, Mental Models, Rosenfeld Media
  185. 185. 196ADAPTIVE PATH | UXI Dimensions or Spectra REPRESENTING RESEARCH FINDINGS THE COUNSELORTHE PRACTICE BUILDER THE RELATIONSHIP BUILDER THE EXPERT THE CONDUIT OPENNESS TO NEW EXPERIENCES TECH PROGRESSIVENESS ATTITUDE TOWARD 
 MF COMPANIES CLIENT APPROACH explores new things resists change open, but not actively seeking open, needs to be convinced of benefits pioneerlaggard late majority early majority early adopter dependent on for info skeptical open, but on adviser’s terms open, if on approved list open, not soliciting help emotional intellectualfunctional
  186. 186. ADAPTIVE PATH | UXI Personas From large wall posters to 3x5” cards, and even easels, personas can be used in a variety of formats depending on the objective. They help us retain empathy with the people we’re designing for. Properly developed, they also strongly anchor organizations and designers in the things that matter to people. REPRESENTING RESEARCH FINDINGS
  187. 187. CORE IDENTITY Background, goals, motivations, 
 and attitudes or behaviors that  distinctly represent the persona
 NEEDS & CHALLENGES What this persona needs to 
 accomplish goals, as well as unmet 
 needs, obstacles, and pain points
 
 CURRENT EXPERIENCE How this persona lives or works, 
 who they interact with, and relevant activities, tools, or info sources 
 THEMES & INSIGHTS Representative scenarios or themes that illustrate how this persona feels, interacts, or behaves 198ADAPTIVE PATH | UXI Personas REPRESENTING RESEARCH FINDINGS
  188. 188. 199 Mapping to Institutional Understanding REPRESENTING RESEARCH FINDINGS Member Persona/Segmentation Map Younger Singles & DINKS Older Singles & DINKS Young Families Teen Families Empty Nesters Young Retirees Older Retirees Service Seeker No Face-toFace Skeptics Minimizers Low Involvement Active Enthusiasts Security Conscious Value Driven Middle-of-the-Road No Hassle Convince Me Alexandra JamesSofiaNaveedSarah CSAA095LS Life Stages Screener Auto Insurance Segmentation Placemat ERS Customer Segmentation Card PERSONAS SEGMENTS Persona-Segment Matrix → Cross-maps Perspectives
 Maps personas directly and visibly to the segments used and trusted by the company. → Makes Clear Connections
 The mapping is very explicit and helps everyone make connections between personas and what they know. → Drives Conversation
 It helps people talk about similarities and differences that help them see the role of personas.
  189. 189. ADAPTIVE PATH | UXI Experience Map A visualization of experiences over space and time, and across touchpoints REPRESENTING RESEARCH FINDINGS
  190. 190. ADAPTIVE PATH | UXI 201 Why Map The Experience? → Create a shared frame of reference of the customer experience → Build organizational knowledge of customer behaviors and needs across channels → Identify specific areas of opportunity to drive ideation and innovation → Distribute key customer insights in a easy-to-understand form that will be used, not shelved → Further organizational evolution towards customer-centric thinking REPRESENTING RESEARCH FINDINGS
  191. 191. STAGES DOING FEELING Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel People choose rail travel because it is convenient, easy, and flexible. Rail booking is only one part of people’s larger travel process. People build their travel plans over time. People value service that is respectful, effective and personable. EXPERIENCE Rail Europe Experience Map Kayak, compare airfare Google searches Research hotels Talk with friends Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Paper tickets arrive in mail • I’m excited to go to Europe! • Will I be able to see everything I can? • What if I can’t afford this? • I don’t want to make the wrong choice. • It’s hard to trust Trip Advisor. Everyone is so negative. • Keeping track of all the different products is confusing. • Am I sure this is the trip I want to take? • Website experience is easy and friendly! • Frustrated to not know sooner about which tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. • Stressed that I’m about to leave the country and Rail Europe won’t answer the phone. • Frustrated that Rail Europe won’t ship tickets to Europe. • Happy to receive my tickets in the mail! • I am feeling vulnerable to be in an unknown place in the middle of the night. • Stressed that the train won’t arrive on time for my connection. • Meeting people who want to show us around is fun, serendipitous, and special. • Excited to share my vacation story with my friends. • A bit annoyed to be dealing with ticket refund issues when I just got home. View maps Arrange travel Blogs & Travel sites Plan with interactive map Review fares Select pass(es) Enter trips Confirm itinerary Delivery options Payment options Review & confirm Map itinerary (finding pass) Destination pages May call if difficulties occur E-ticket Print at Station Web raileurope.com Wait for paper tickets to arriveResearch destinations, routes and products Live chat for questions Activities, unexpected changes Change plans Check ticket status Print e-tickets at home web/ apps Look up timetables Plan/ confirm activities Web Share photos Share experience (reviews) Request refunds Follow-up on refunds for booking changes Share experience Buy additional tickets Look up time tables Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Opportunities Guiding Principles Customer Journey Information sources RAIL EUROPE THINKING • What is the easiest way to get around Europe? • Where do I want to go? • How much time should I/we spend in each place for site seeing and activities? • I want to get the best price, but I’m willing to pay a little more for first class. • How much will my whole trip cost me? What are my trade-offs? • Are there other activities I can add to my plan? • Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping? • Rail Europe is not answering the phone. How else can I get my question answered? • Do I have everything I need? • Rail Europe website was easy and friendly, but when an issue came up, I couldn’t get help. • What will I do if my tickets don’t arrive in time? • I just figured we could grab a train but there are not more trains. What can we do now? • Am I on the right train? If not, what next? • I want to make more travel plans. How do I do that? • Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not. • People are going to love these photos! • Next time, we will explore routes and availability more carefully. Ongoing, non-linear Linear process Non-linear, but time based Communicate a clear value proposition. STAGE: Initial visit Connect planning, shopping and booking on the web. STAGES: Planning, Shopping, Booking Arm customers with information for making decisions. STAGES: Shopping, Booking Improve the paper ticket experience. STAGES: Post-Booking, Travel, Post-Travel Make your customers into better, more savvy travelers. STAGES: Global Proactively help people deal with change. STAGES: Post-Booking, Traveling Support people in creating their own solutions. STAGES: Global Visualize the trip for planning and booking. STAGES: Planning, Shopping Enable people to plan over time. STAGES: Planning, Shopping Engage in social media with explicit purposes. STAGES: Global Communicate status clearly at all times. STAGES: Post-Booking, Post Travel Accommodate planning and booking in Europe too. STAGE: Traveling Aggregate shipping with a reasonable timeline. STAGE: Booking Help people get the help they need. STAGES: Global GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Relevance of Rail Europe Enjoyability Helpfulness of Rail Europe Mail tickets for refund Get stamp for refund
  192. 192. PATIENT ACTIVITIES INFORMATION NEEDS activities i think i need helpstages give me immediate relief discover what's wrong with me fix the problem send me on my way to recovery tie up loose ends 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Critical Moment Patient needs JMH Critical Moment Severity of condition can determine the tone of the journey Redirect Get patient on correct path: ER/UC/PCP Critical Moment Patient sees Care Provider Critical Moment Get patient on the road to normal Critical Moment Determines severity and length of problem Redirect Get patient on correct path: ER/UC/PCP Redirect Get patient to a specialist or on new care path: CH/CO EXPERIENCE DRIVERS UNDERSTANDING: Building knowledge and clarity REPETITION: Multiplying the unknown UNKNOWN: Creating uncertainty and obscurity STABILITY: Progressing and sense of security COMFORT: Growing ease and alleviation DOUBT: Growing skepticism and mistrust HIGH IMPACT + ANXIETY + RELIEF STORY ARC The relative change in anxiety and relief and the range in patient stories key moment i think i need help Don’t know where to go. Don’t know who to ask. Don’t expect my primary doctor to help me. my needs Validate how to seek help key moment wait to be seen No expectation of how long. No one is showing empathy. my needs Distract me or don't make me wait key moment wait for results No expectation of how long. No one is showing empathy. Prolonging the unknown. my needs Distract me or calm me down key moment get results Not sure where to go. May not have a great relationship with their health care. my needs Reassure me that you can help me; Remember this information for me key moment at-home care instructions Not sure where to go. May not have a great relationship with their health care. my needs Confirm I am doing the right thing key moment something feels wrong Unsure what is wrong. Scared of the unknown. my needs Validate how I seek health key moment triage at check-in Given comfort. Front desk was empathetic and set expectations of wait. my needs Comfort me and take me seriously key moment given next steps Staff took the time to help me understand. Built confidence and set my expectations. my needs Reassure me I am going to be okay; Empower me for at-home care key moment deal with the bill Expectations not set. Contents of bill were a surprise. No clear resolution between insurance and JMH. my needs Confirm I am doing the right thing key moment decide to get help Confident that I’ll get help. Expectation that I’ll get help today. my needs Be ready for me Pain causes a more dramatic emotional experience and higher expectations for empathy and comfort from Care Providers. Since Urgent Care can be a discrete experience, the potential for highs and lows is amplified. Urgent and Emergency Care Patient Experience Map something feels wrong • Have pain or onset of symptoms • Notice a sudden change in at-home monitoring i think i need help • Call Primary Doctor or a General Line • Ask family/friends with similar symptoms • Self diagnose • Google triage decide to get help • Schedule same day appointment by phone for Urgent Care Center • Get basic triage over phone before visit • Walk into ER or Urgent Care Center check in • Give Insurance Card • Fill out paperwork • Ask about wait triage at check-in • Given temporary relief • Nurse does quick diagnosis to determine priority wait to be seen • Sit • Pace • Distract myself with phone or magazines get an exam • Explain my symptoms • Explain my medical history or allergies get tests • Nurse administers tests • Visit techs to get tests wait for results • Stay in the patient room • Return to the waiting room get results and diagnosis • Ask additional questions • Hear results of the tests and what they mean • Learn about diagnosis and what that means • If unsure about diagnosis, get referral for Specialist • Hear treatment option(s) get treatment or procedure • Get treatment or procedure by Nurse or Doctor • Get re-examined after treatment at-home care instructions • Do any at-home care during recovery • Take prescriptions get follow-up call • Update Nurse or Doctor on how I'm doing • Answer any follow-up questions schedule follow-up • Call to schedule appointment • Prepare any records or results given to me by the ER or UC deal with the bill • Receive bill • Handle any billing issues • Pay bills given next steps • Nurse care and treatment discharge instruc- tions • Get prescription • Get referral pick up at-home care supplies • Fill and pick up prescriptions • Pick up at-home care supplies something feels wrong • Symptom checker • Google triage • Primary care phone number for triage i think i need help • Where do I go for what • Triage phone number • Insurance benefits - cost/benefit of where to go • Primary care phone number for triage decide to get help • Facility address • Time of appointment • Phone numbers check in • My place in line • Wait time estimate triage at check-in • Expectations of the visit • Early diagnosis • How to stay comfortable during wait wait to be seen • How much longer get an exam • What to do get tests • How long this will take • Reason for the tests wait for results • How long this will take get results and diagnosis • Why this is happening to me • What the diagnosis is and how do I have it • How things will change or what I need to do get treatment or procedure • Why this treatment • Side effects from this • What treatment will entail at-home care instructions • Instructions • Number just in case get follow-up call • What does progress look/feel like • How to track progress schedule follow-up • My records for my Primary • My progress report deal with the bill • Why I owe what I owe • Important phone numbers • Payment method options given next steps • Who to call for what • Discharge papers • Prescription • Doctor's note • After-care info pick up at-home care supplies • Side effects • Prescription information • What to look out for 1 2 1 2 3 4 3 4 5 7 10 11 12 14 16 1715 13 8 9 6 5 7 10 11 12 14 16 1715 13 8 9 6 TRIAGE AT CHECK-IN "I was being ignored; I felt like I was going to die." GET AN EXAM "The doctor listened to me and I felt like he saw the big picture." GET FOLLOW-UP CALL "The ER doctor followed up with me to see that I was doing OK." GIVEN NEXT STEPS "I was in pain; I couldn’t process anything that was going on."
  193. 193. THERE AND BACK AGAIN A SF MUNI USER JOURNEY KEY GOOD ACTIVITIES BAD } ] !!! ! HOME #10OUTBOUND #10INBOUND c WAITING AT BUS STOP DAYNIGHT cWAITING AT BUS STOP SCHOOL HOME NEXTBUS SOCIAL u u qq SOCIAL Z Z Z j TIRED LOUDv M eIBOOKS EMAIL HOT RUSHED CROWDED uuu } c
  194. 194. ADAPTIVE PATH | UXI 208 Four Steps to Mapping → Study customer behavior and interactions across channels and touchpoints → Collaboratively synthesize key insights into a customer journey model → Visualize a compelling story that creates empathy and understanding → Follow the map to new ideas and better customer experiences REPRESENTING RESEARCH FINDINGS
  195. 195. ADAPTIVE PATH | UXI EXERCISE #5 PART I Modeling the Journey 209 → In teams, use your journey mapping template to map the common end-to-end journey you uncovered in research. → Use a different sticky note color per building block. TIME: 45 minutes
  196. 196. ADAPTIVE PATH | UXI 210 EXERCISE #5 PART I ACTIONS (DOING) TOUCHPOINTS PEOPLE FEELING THINKING
  197. 197. ADAPTIVE PATH | UXI 211 Building Blocks EXERCISE #5 PART I DOING STAGE STAGE STAGE STAGE THINKING FEELING TOUCHPOINTS
  198. 198. ADAPTIVE PATH | UXI 212 Putting it together EXERCISE #5 PART I DOING STAGE STAGE STAGE STAGE THINKING FEELING TOUCHPOINTS
  199. 199. ADAPTIVE PATH | UXI 213 Building Blocks EXERCISE #5 PART I Thinking Framing and expectations Doing Activities and behaviors Feeling Feelings and perceptions People Who is involved Context Place and environment Touchpoints Products, services, points of interaction Stages Meaningful chunks of activities
  200. 200. ADAPTIVE PATH | UXI EXERCISE #5 PART I Modeling the Journey 214 → In teams, use your journey mapping template to map the common end-to-end journey you uncovered in research. → Use a different sticky note color per building block. TIME: 45 minutes
  201. 201. ADAPTIVE PATH | UXI EXERCISE #5 PART II What’s the story 215 → Individually, fill out the worksheet of the “Story POV template” to identify what you have learned from mapping the journey. TIME: 5 minutes
  202. 202. ADAPTIVE PATH | UXI 216 The visual tells the story for you EXERCISE #5 PART II
  203. 203. ADAPTIVE PATH | UXI 217 What’s the story? EXERCISE #5 PART II Individually, fill out the worksheet of the “Story POV template” to identify what you have learned from mapping the journey. → When mapping, what stood out for you? → What did the mapping help you better understand about the patron and his/her experience? → From the perspective of a person involved in the journey you mapped, what are the key moments, good and bad? TIME: 5 minutes
  204. 204. What’d you learn?
  205. 205. 5 Lessons in 
 Modeling a Journey
  206. 206. 5 LESSONS 1. Use Before/After Research journey ideation blueprint touchpoints storyboard research
  207. 207. 5 LESSONS 2. Frame and Reframe start end
  208. 208. 5 LESSONS 3. Decide Your Level of Zoom organization service product feature control What journey are you mapping?
  209. 209. 5 LESSONS 4. Know Your Audience design team organization
  210. 210. 5 LESSONS 5. Make It Stand Alone Makes sense to me.
  211. 211. Moving from Research 
 to Design
  212. 212. 226ADAPTIVE PATH | UXI Now what? MOVING FROM RESEARCH TO DESIGN COMMUNICATE USE YOUR MODEL TO TELL THE STORY SOLVE IDENTIFY KEY MOMENTS FOR DESIGN INTERVENTIONS ANALYZE + EXPLORE BUILD FRAMEWORKS FOR CONCEPTING
  213. 213. DOINGTHINKINGFEELING RESEARCH PURCHASE USE • How will this process work? • What sort of payment plans are available? • How do I even get started? • Excited, but a little anxious • Unsure • Ready to get started • Worrying about money • Wants to consult friends and family for advice • Browsing the internet • Comparing experiences with friends and family • Doing background research • Reading horror story reviews online • Watching commercials • Reading advertisements • Is there a trial period for this product? • Would a friend like this product? • Can I save money by buying multiple products? • Can I buy it online? Do I need to go to a store? • In the mood to spend • Convinced • Excited to own something brand new • Interacting with sales staff • Sharing information about the purchase via social networks • Driving to brick-and- mortar store to buy product • Does this store have a return policy? • Why is nothing about returns or warranties written on their website? • I’m happy about my purchase and would be willing to tell others about this service! • Happy • Relieved • Impressed • Satisfied • Ready to refer friends and family to service • Relaxing • Writing rave reviews online • Using the new product on a regular basis • Refering friends and family “YAY!” “OH, NO!” “CAN SOMEONE HELP ME?”
  214. 214. 1 2 4 I’m not crazy. If I keep doing this, people will think I'm crazy. I didn’t get the right help, so I’m out. Better someone else than me. I don’t have mental health problems. My family’s got issues, but that’s normal. I don’t want to hear it. There are people I can talk to. I feel like I'm not alone. Talking to others like me really helps. 5 I don’t trust you. I want to help others. It’s a little better. 3 ACTIONS Keeping silent Using drugs and alcohol Denying problems FEELING Confused, Scared, Alone NEEDS Education Hope Unawareness PHASE 1 ROADBLOCKS CAN BE OPPORTUNITIES THROUGHOUT THE JOURNEY Youth is not considering change. ACTIONS Changing behavior Helping others Relapsing FEELING Supported, Validated, Hopeful NEEDS Culturally competent care Family and peer support Engagement PHASE 5 Youth’s commitment to change and new emerging behaviors are reinforced by positive experiences. ACTIONS Self-diagnosing Seeking help Talking to someone NEEDS Trust Validation Awareness PHASE 3 Youth is gathering information and self-reflecting while getting closer to seeking help. FEELING Confused, Skeptical, Uncertain ACTIONS Linkage to help Talking to caregivers for treatment consent Starting / Quitting therapy NEEDS Trust Safety Privacy FEELING Relieved, Ambivalent, Anxious, Hopeful Connection PHASE 4 Youth believes change can happen and is actively taking steps to get help. Youth need the right support, education, privacy, and safety to ensure they don’t fall off the grid. Creating Positive Change for Youth in the Western Addition A Journey to Empowerment ACTIONS Seeking distractions Self-medicating Hurting others FEELING Complacent, Angry, Numb NEEDS Role Modeling Education New Possibilities Sensing PHASE 2 Youth may think they have no control over the problem, yet are on the fence about getting help. I’m not crazy, but I need help. I'm not talking about my problems. ! ! ! ! ! ! ! OUTREACH & EDUCATION Provide empathy, acceptance, and opportunities to expand self-awareness NEW JOURNEY (Empowered) I’ve changed, but nothing else has. I feel bad, but I don’t know why. GUIDANCE & SUPPORT Provide encouragement to take small steps, build relationships, and strengthen coping strategies ! STIGMA Reframe mental health ! TRUST Strengthen valuable relationships with family, friends, and community ! ACCESS Deliver services when and where youth need them ! SAFETY Ensure protected passage to services, given the risk of invisible boundaries “There are things I need to deal with.” “I’m not alone.” “I can change.”“Why am I like this?”“Nothing is wrong with me.” ADAPTIVE PATH | UXI
  215. 215. ADAPTIVE PATH | UXI UNAWARENESS + SENSING AWARENESS + CONNECTION ENGAGEMENT STIGMA ACCESS KNOWLEDGE MOVING FROM RESEARCH TO DESIGN Ideating from the Research STAGES FROM JOURNEY NEEDS OR OPPORTUNITIES
  216. 216. ADAPTIVE PATH | UXI EXERCISE #6 Prioritize Insights for Design 230 → Individually fill out the Part B of the “Story POV Template.” → Think back to your research participants and what you mapped in the journey. → TIME: 10 minutes
  217. 217. ADAPTIVE PATH | UXI 231 ScopeFocus Concepts &
 Language Research
 Questions Context & Form Design Principles DAY 1 DESIGN STRATEGY DS DAY 2 USER RESEARCH DR DAY 3 SERVICE DESIGN SD DAY 4 INTERACTION DESIGN IxD
  218. 218. 232ADAPTIVE PATH | UXI It’s an Iterative Process… The lines between strategy, research, and design are blurry. And that’s good. MOVING FROM RESEARCH TO DESIGN RESEARCH DESIGN DEVELOPMENT WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13 STRATEGY
  219. 219. 233ADAPTIVE PATH | UXI The Outcomes of Design Research → Explore… to set direction
 Support the success of a new product or service by understanding context and identifying opportunities → Understand... to reduce risk
 Ensure the viability of the product/service by exposing specifics, nuance, and subtlety → Evaluate... to improve quality
 Focus efforts on areas of greatest need and accelerate and/or fine tune the design MOVING FROM RESEARCH TO DESIGN
  220. 220. ADAPTIVE PATH | UXI Design research is a strategic tool that drives the design process. But it’s also a strategic tool that drives business and assures engagement with what you put out in the world.
  221. 221. Advice
  222. 222. 1. Research doesn’t have to be its own project. 2. Never rely on one source. 3. Treat research like something you would design. 4. Make insights tangible. 5. Iterate. ADVICE 5 Things to Remember
  223. 223. ADAPTIVE PATH | UXI Select References 237 Design Research: 
 Methods and Perspectives
 Brenda Laurel, Ed.
 MIT Press The Elements of User Experience, 2nd Edition
 Jesse James Garrett
 New Riders Publishing Exposing the Magic of Design: 
 A Practitioner's Guide to the Methods and Theory of Synthesis
 Jon Kolko
 Oxford University Press Interviewing Users: 
 How to Uncover Compelling Insights
 Steve Portigal
 Rosenfeld Media Observing the User Experience, 2nd Edition
 Mike Kuniavsky et al
 Morgan Kaufman Storytelling for User Experience
 Whitney Quesenbery and Kevin Brooks 
 Rosenfeld Media Universal Methods of Design: 
 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions
 Bruce Hanington and Bella Martin
 Rockport Publishers Mental Models:
 Aligning Design Strategy with Human Behavior
 Indi Young
 Rosenfeld Media The following are a few (of many) great books that may support you in your work, many of which are referenced in this workbook.
  224. 224. ADAPTIVE PATH | UXI Design Research Q&A 238
  225. 225. Check out the UXI Alumni LinkedIn Group Check your email for an invite to join the group
  226. 226. Thank You. Pier One San Francisco CA 94107-110 415-495-8270 Nick Remis
 @dreamis

×