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                                                                              laginng
                                                                         #colll a gi g
                                                                         #co
                                                                     !




                                                 !
                                                                 !
                                 !




                             Collaging
                             !



                                             !
                                                                                  !



                   Getting answers to the questions
                         you don’t know to ask
                                                             !




                     !




Kyle Soucy
                                                     !
    @kylesoucy
Kyle Soucy | Usable Interface | @kylesoucy                                            !
                                                         !
IA Summit 2012
Boston UPA Conference 2011
                                     !
Facebook Users?
Select pictures that reflect YOUR
experience with using facebook.
#collaging


The most valuable
question can be the
one that's not
asked…

it’s elicited.
#collaging




              e.li.cit:
              to draw or bring out
              or forth; educe; evoke



Source: http://dictionary.reference.com/browse/elicitation
#collaging
Projective Techniques
#collaging


                                                   Rorschach Test




Image source: http://en.wikipedia.org/wiki/Rorschach_test
#collaging

   Thematic Apperception Test (TAT)




Image source: http://www.dissentingview.net/TAT.htm
#collaging


                     Kinetic Family Drawing




Image source: http://www.beckbunch.com/
#collaging


Sentence Completion Tests

 “I like...”      “I need...”            “I regret...”



                       “The future...”           “I can’t...”
“Sometimes...”



     “I secretly...”            “What annoys me...”
#collaging

                         Zaltman Metaphor
                   Elicitation Technique (ZMET)




Image source: http://www.ted.com/talks/morgan_spurlock_the_greatest_ted_talk_ever_sold.html
Common Uses in
  Other Fields


                 #collaging
Marketing

-   Evaluate
    responses to
    advertisements

-   Identify
    associations
    between brand
    images and the
    emotions they
    may provoke




                     Image source: http://ronnroxx.blogspot.com/2009/11/pepsi-twist-ad-campaign-pisses-in-your.html
Management
-   Assess
    achievement
    motivation and
    other drives in
    employees
Sociology


-   Assessing the
    adoption of
    innovation

-   Understanding
    a community’s
    perspective on
    new programs
Cultural
Anthropology

-   Study cultural
    meaning
User
Experience
-   User
    requirements
    gathering

-   Better
    understand the
    user’s world
    and how to
    design for it
#collaging




Image source: http://www.flickr.com/photos/saturdave/504021983/sizes/l/in/set-72157600230137812/
When is this technique
   most useful?
Participant Collages
“That’s my
daughter
consoling
me when
I’m in pain.”
“This is how
I feel - have
to stop
work due to
pain.”
“Suicide”
“When I’m
in pain I
feel like I’m
being
swallowed
up.”
“Vomiting!”
#collaging




“95% of our thoughts
and feelings are
unconscious."
- Gerald Zaltman
How to Conduct a
 Collaging Study
• Choose your topic of interest
• Create a collage board and get pictures
• Moderate the study (20 minutes)
 - Leave the room
 - Probe carefully
• Conduct Analysis
#collaging

      Pitfall to avoid...




“Disgusting”          “Gross”
Remote Collaging
BuzzBack eCollage




Image source: http://www.buzzback.com/how-buzzback-ecollage-works
Learn more...
•   Article: Collaging - Getting Answers To The
    Questions You Don’t Know To Ask
    by Kyle Soucy
    uxdesign.smashingmagazine.com

•   Book: How Customers Think
    by Gerald Zaltman

•   Book: Customer Intimacy
    by Fred Wiersema

•   Book: Blink
    by Malcolm Gladwell
Thank you.




www.usableinterface.com

      @kylesoucy




           /usableinterface

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Collaging: Getting Answers to the Questions You Don’t Know to Ask

Editor's Notes

  1. Thank you for attending. Introduce myself. Introduce Collaging. Do Demo.\n\nCollaging is a needs-elicitation technique where users randomly select images to represent how they feel about a specific topic. \n
  2. \n
  3. \n
  4. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. Sometimes you don’t know the right question to ask? Sometimes you do, but don’t know how to ask it.\n\nThe images are vehicles for them to realize & articulate needs that may exist below their level of awareness. The collage is a catalyst for discussion. It’s an ice breaker.\n
  18. Say nothing\n
  19. \n
  20. \n
  21. Interpretation of inkblots dates back to the 19th Century. \n\nThere are only 10 official inkblots. The test is named after its creator, Swiss psychologist Hermann Rorschach. Method based on a book he wrote in 1921. He died the following year. Most popular projective technique in the 1960s.\n\n
  22. Picture interpretation test... asked to tell as dramatic story as they can for each picture. 31 cards in the standard TAT.\n\nLearn repressed aspects of motives and personality. Developed by psychologists at Harvard in the 1930s.\n
  23. Developed in 1970.\n
  24. Started in 1897. Similar to Carl Jung’s word association test. Gained popularity in the 1980s.\n
  25. Participants are asked to collect a set of pictures that represent their thoughts and feelings about a topic of interest.\n\nDeveloped in the 1990’s and patented in 1995 by Gerald Zaltman at the Harvard Business School.\n
  26. \n
  27. Provokes some strong responses.\n
  28. \n
  29. \n
  30. Zaltman began thinking about the power of using imagery in research while on vacation in Nepal in 1990. Zaltman initially planned to bring his camera but at the last minute opted to chronicle the trip by giving local residents disposable cameras and asking them to take pictures that would explain what life was like in their villages. After developing the pictures, Zaltman returned to the village to ask residents to explain, through an interpreter, the meaning of the photographs. The imagery tended to reveal ideas that would have been difficult or unacceptable to put into words. For example, the photographers often cut off people’s feet in the photographs. This was intentional. In Nepal, bare feet are a sign of poverty. Zaltman believed that because of the stigma associated with poverty, the topic likely would not have surfaced had the villages been asked to describe life in their villages using just words.\n
  31. Ad agencies especially. My experience... razorfish, digitas, neiman group.\n
  32. \n
  33. Imagine having to talk to a complete stranger about a very sensitive topic. I have conducted card sorts with cancer patients, people dealing with chronic pain, and even with woman to discuss their menstrual cycles and birth control.\n
  34. A topic that is controversial, sensitive, taboo, personal... any topic that makes it hard for someone to open up. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. It’s a very personal and revealing experience for participants.\n\nThere is so much we carry in thought that we never share.\n
  42. \n
  43. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n\nBe aware of participants comfort level when probing.\n
  44. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n\nBe aware of participants comfort level when probing.\n
  45. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n\nBe aware of participants comfort level when probing.\n
  46. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n\nBe aware of participants comfort level when probing.\n
  47. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n\nBe aware of participants comfort level when probing.\n
  48. Create a story about how you would want the website to communicate with you... What qualities should it have? What qualities should it not have?\n\nBe aware of participants comfort level when probing.\n
  49. Pictures should not be taken literally. The pictures don’t matter... it’s the discussion about the pictures that matter.\n
  50. \n
  51. \n
  52. \n
  53. \n
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  55. \n
  56. \n