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Product Service System DesignTongji University, 2011/2012
Lecture03Design ResearchMethodologyUser Interviews andPersonas
Research PlanThe goal of any method you choose should be to providea platform for people to express their ideas, needs, an...
It is about understanding otherpeoples reality                                                                   your     ...
In-dephtinterviews
The Personas TechniqueThis is the Cooperwebsite; They inventedand perfectioned thePersonas technique.They do research andi...
How did it startAllan Coopers technique in software design                                              "As I walked, I wo...
..then he starts working as a consultant..I would ask them for a specific example of how someonewould use their program. T...
Softwares (or products, orservices..) can be used bymultiple users.. but at theend of the analysis you cangroup them and d...
The average user does not exist.
Personas
A Format                            Cathegory                                            He would like toExample.         ...
ProjectField Research
Schedule10.19 (today)                     10.26                                   11.09                                   ...
Final Research presentationstructure.1. Target DefinitionImages + description + motivation.Use a lot of visual techniques,...
Additional materialReporters materialPictures, videos, sounds, notes etcInterviewsComplete versions of the interviews done...
See you Next Wednesday.(I already put this on Slideshare)
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Lecture03 - Field research and personas

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3rd lecture for the Product Service System Design class at tongji university (shanghai)

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Lecture03 - Field research and personas

  1. 1. Product Service System DesignTongji University, 2011/2012
  2. 2. Lecture03Design ResearchMethodologyUser Interviews andPersonas
  3. 3. Research PlanThe goal of any method you choose should be to providea platform for people to express their ideas, needs, andespecially that which is hard to articulate.Discuss with the research group:-The schedule-What do you want to understand (whats the purpose ofthe research)- Who does what?- Which kind of probes you want to collect?- How is the interview going to look like
  4. 4. It is about understanding otherpeoples reality your their reality reality Interpretative"The person you are interviewing is the expert and your spacejob is to give them a platform to express and articulatetheir reality and get the insights to interpret what drivestheir behaviors, actions and opinions."(IDEO) OBSERVATIONS INSIGHTS
  5. 5. In-dephtinterviews
  6. 6. The Personas TechniqueThis is the Cooperwebsite; They inventedand perfectioned thePersonas technique.They do research andinteraction design.www.cooper.com
  7. 7. How did it startAllan Coopers technique in software design "As I walked, I would engage myself in a dialogue, play- acting a project manager, loosely based on Kathy, requesting functions and behavior from my program. I often found myself deep in those dialogues, speaking aloud, and gesturing with my arms. (...) I found that this play-acting technique was remarkably effective for cutting through complex design questions of functionality and interaction, allowing me to clearly see what was necessary and unnecessary and, more importantly, to differentiate between what was used frequently and what was needed only infrequently." (A. Cooper)
  8. 8. ..then he starts working as a consultant..I would ask them for a specific example of how someonewould use their program. The answer would invariablyfollow this characteristic pattern: “Well, someone couldcreate a crosstab of sales information…but it could be achart, or if it were marketing data they could present it asa table. They could do anything!" (A. Cooper)They couldnt describe ONE specific exampleof use
  9. 9. Softwares (or products, orservices..) can be used bymultiple users.. but at theend of the analysis you cangroup them and describethem.understand how they thinkand behave, what motivatesthem, and where the pain is.
  10. 10. The average user does not exist.
  11. 11. Personas
  12. 12. A Format Cathegory He would like toExample. ................... Personal quoteyou can find moreexamples here: Personal Info Daily Life ................... Frustrationshttp://wiki.fluidproject. NAME: .... ..................org/display/fluid/ AGE: ...Persona+Format SOCIAL LIFE: where is he from and where does he live now? alone or with someone? family status? ... Use of Technology ...................
  13. 13. ProjectField Research
  14. 14. Schedule10.19 (today) 10.26 11.09 Students final presentation of the Students presentation of field research phase. research (place). - Desk introduction Target definition and research Each team has selected where - Field research: place strategy. to go for field research. present - Field research: users Schedule and planning. pictures, description and location - Needs and opportunities on the map. (digital presentation. - Persona Definition ppt, pdf, videos etc.) No class on 10.02 (But you can send by email the scripts for the interviews for feedbacks)
  15. 15. Final Research presentationstructure.1. Target DefinitionImages + description + motivation.Use a lot of visual techniques, to help peopleunderstanding and get familiar.2. Place DescriptionWhere did you go? where is it on the map? how does itlook like? Imagine you are doing a reportage. You have toadd all the information you find useful, but also structurethem. Do not be redundant and be careful with yourselection.3. PeopleCollect 9 to 12 in-depht interviews. In the presentationshow their pictures and a summary of meaningful insightsyou got from them (try to quote what they say, dont try tointerpret).4. Wrap UpWhat did you find out? what are the needs of your users,which opportunities do you see?5. PersonasDefine 3 personas that represent the users you interview.describe their daily life, needs, expectations etc. try to bevery specific, and imagine they are real people.
  16. 16. Additional materialReporters materialPictures, videos, sounds, notes etcInterviewsComplete versions of the interviews done. details ofpeople and places where they liveOtherCollect flyers, business cards, sketches etc. Try to keepeverything in order, it can be useful.
  17. 17. See you Next Wednesday.(I already put this on Slideshare)

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