1. The document discusses how research, design, and management must work together for successful innovation. It provides biographies of Frederic Gaillard and Mike Murphy who will discuss how to better integrate research and design. 2. Three key ideas are presented: research is critical for product design, sometimes research can be useless to designers, and research works best when embedded in the design process. Various research methods like market research, UX research and design research are examined. 3. The document argues that research must be integrated throughout the design process in order to bridge gaps and ensure research and design inform each other. UX methods like personas, user journeys and scenarios can provide narrative context useful for designers.

1. 1 + 1 = 3
Bridging research and design…
to fuel innovation!
October 9th, 2014 | Frederic Gaillard - Mike Murphy

2. Who are we?

3. Frédéric Gaillard #fgail
Founder and CEO of Axance (Paris)
Axance is a French design consulting firm
specialized in incorporating user-centered design principles into the
online product lifecycle
Date of creation: 1999
Part of Devoteam Digital Group: 2012
Number of employees: 37 (Devoteam Digital Group: 110)
Total clients: 200+
Turnover (2013): €3.9M (Devoteam Digital Group: €13M)
Founding member of UXalliance: 2005
The first international network of user experience companies: 25 companies

4. Mike Murphy
Senior Design Director with GfK User Experience
GfK is a global market research company, expanded in 2011 to
include user experience research and design.
1934: GfK founded in Germany ( 1999: User Centric founded in Chicago, IL, US )
2011: GfK User Experience formed
2012: GfK acquired User Centric ( and me )
Founding member of UXalliance (User Centric)
The first international network of user experience companies: 25 companies

5. Successful innovation needs 3
components
voice
of the
user
voice
of the
business
voice
of
management

6. 3
ideas we’d like to
share with you today…

7. first
research is
a critical tool for a
successful product design

8. There is a problem with customers…
consumers…
users…
people…

9. … we can’t always say what’s best for us …

10. …we need research to help us better
understand the user’s mind.
photo by Mike Martin Wong | used with permission | https://www.flickr.com/photos/squeakymarmot/2293398178/

11. Research is also energy food for
designers!
photo by Marika Spijkers | used with permission | https://www.flickr.com/photos/marikasp/14157662167

12. second
in some cases, research
can be useless
to the design team

14. … because researchers and designers approach
research differently, with different levels of effort
Researcher
output
researc
h
research is the
ouput of his work
Designer
input
researc
h
Research fuels
the design
research is the
input for his work
©2014 Axance & GfK

15. Sometimes, numbers don’t tell the whole
story

16. The results of research
can also be overwhelming

17. third
research is most effective
when carefully embedded
in the design process

18. what are the
research methods
available to the designer?

19. market
ux
design
research
research
research

20. about market
ux
design
research
research
research

21. Market research focuses on large
samples
It verifies insights with large
numbers
- segments
- demographics
- price ranges
- age groups
- income ranges
- geographic information
https://www.flickr.com/photos/hlarreac/10842206866

22. What do customers want? need? buy?
…why?
https://www.flickr.com/photos/madrilevi/2918238517
This type of customer wants to
buy this camera!

23. What will people use? choose? enjoy?
…why?
https://www.flickr.com/photos/elb_the_prof/2497644260
6% of consumers
use a classic camera
to take photos daily
41% of consumers
use a smartphone
to take photos daily

24. market
about ux
design
research
research
research

25. What’s UX research about?
https://www.flickr.com/photos/birdiebob/12323366545

26. UX research helps us learn
how people use things in the real world

27. It’s critical to understand
how the context of use affects the UX

28. UX research focuses on user behaviors
with smaller sample sizes
It goes deeper into the psyche to learn
- Needs - Context - Stories
- Priorities - Mental Model - Experience

29. UX research focuses on real user context

30. UX research helps us understand how we
make decisions and how they affect us

31. market
ux
about design
research
research
research

32. Design research is about
feeding the designer and fueling creativity!
photo by Marika Spijkers | used with permission | https://www.flickr.com/photos/marikasp/14157662167

33. how do these methods
fit together?

34. Panorama of market, UX, and design research methods
design
research
UX
research
design reviews
market
research
usability tests
©2014 Axance & GfK
create
iterate & refine
analytics
ethnographic studies
ideation workshops
field observation
a/b tests
card sorting
focus groups
surveys
explore
measure opinions &
opportunities
evaluate
measure behaviors &
success

35. when can research
be useless?

36. here are a few
research flops…

37. flops can happen
when the end user is
forgotten
nGage was Nokia’s marriage of cellphone and game player:
One the most awkward attempts to combine devices

38. Another unlikely
marriage…
“Colgate’s Kitchen Entrees” was another odd idea,
connecting the taste of food to a well-known toothpaste brand

39. Our favorite…
Disposable underwear?

40. Sometimes, numbers can hide reality…

41. Output from research: 60% of participants said they were
“likely” or “very likely” to buy a new kitchen appliance in the
next 3 Months
8 Months later…
Only 12% had bought
an appliance!
http://www.slideshare.net/Optimal.Usability/why-user-experience-is-more-important-than-marketing
https://www.flickr.com/photos/danmar_kitchens/6291692832/in/photostream/

42. Some research is simply not
actionable for the project team

43. Here is a typical output from a usability test
It can be a real challenge to apply
all of these findings!

44. the results of research
can also be
overwhelming…

45. …and critical turning points are not the
best time for surprises about the UX

46. Some key takeaways
- numbers can hide reality
- not all research reports are actionable
- too much change at once can derail the process

47. then… how can ux methods
bridge the gap between
research and design?

48. what does designer really need?
https://www.flickr.com/photos/erinrena/5758884421

49. Designer needs to know where to go
https://www.flickr.com/photos/okaysamurai/233373749

50. … research is also here to steer a steady
course!
https://www.flickr.com/photos/colindrysdale/537467271/in/photostream/

51. …how can
ux methods
help here?

52. by producing narrative data that
tells a story with enough context
and background details
photo by Alexander Kelley | original at https://www.flickr.com/photos/thirdangeluk/5828699852

53. Persona
s
What does persona expect from the company?
What does the company expect from the persona?

54. personas can be very low fidelity when designers are the
audience

55. User
diaries

56. Private blog for user group

57. This customer journey map
shows all potential
interactions
with Air Canada
Source: Canadian UXalliance partner (http://yucentrik.ca)
User journey maps

58. User journey maps: low fidelity versions

59. User scenarios to envision UX

60. Interactive mockups to envision UX
(go beyond the static)

61. Discovery, design & findings
workshops

62. UI review interviews

63. …the designer must be part of the research
End user Designer Researcher

64. User research must be a track
throughout the process of product
development

65. Examples of UX methods and the development
lifecycle
Strategy l Concept development l Detailed design l Production l
(from Brian Pagan - Philips design)
Launch
https://www.flickr.com/photos/reddragonflydmc/9218003641

66. Then, the frontiers between research
and design are getting very tight!
https://www.flickr.com/photos/jdawn82/4470763298

67. Some key takeaways
1. Research is critical for the product lifecycle of anything people interact with
2. Research techniques optimized for design can be used to bridge gaps between
exploration, design, and validation activities
3. Integrating research throughout design is the best way to ensure that each
makes the most of the other

68. questions?

Frédéric Gaillard & Mike Marphy
photos from with permission or by license