This document provides guidance on conducting design research to understand user needs and problems. It emphasizes the importance of designing the right thing by truly understanding user behaviors and problems through methods like observation, interviews, and trying tasks yourself. The document outlines frameworks for interviews and synthesis techniques like archetypes and user journeys to organize research findings. It also discusses designing the thing right by matching user mental models to create intuitive products. Overall, the document promotes understanding user behaviors and problems deeply through research before attempting to design solutions.
How we research and prototype at Made by ManyMade by Many
This deck is a primer of our research and prototyping techniques at Made by Many. Originally presented to the Wharton I&D Club for their annual Design Challenge.
The Startup Toolkit / Leancamp guide to Lean customer developmentMade by Many
Rob Fitzpatrick from The Startup Toolkit and Salim Virani from Leancamp presented this at Made by Many's Lean Startup workshop during Internet Week Europe 2011.
Discussing Design Without Losing Your Mind - SoCal UX CampAaron Irizarry
Getting feedback from clients, teams, and stakeholders can be terrifying. We’ve all had our designs berated during painful meetings that result in nothing actionable or useful.
This presentation will provide tips and techniques for improving the conversations you ahve surrounding design with your teams, clients, and organizations.
Critique is a vital skill for any good designer. Here we talk about it's application in everyday life as well as the formal work we do with clients as UX Designers.
This talk has been given at a number of conferences by myself and the amazing Aaron Irizaryy (http://www.thisisaaronslife.com/)
We'll be keeping the most up-to-date version of the slides uploaded here. If you'd like a copy from a previous iteration, please get in touch with either Aaron or myself, and we'll happily get one to you.
Updated 5/55 to the version used at WebVisions Portland in 2012.
Discussing Design: The Art of Critique - ixdaNYCAaron Irizarry
By taking the time to examine critique and how it fits into the design process and both an activity and an aspect of any communication we can focus our conversations and improve our ability to collaborate. In this presentation we'll examine the language, rules and strategies for improving the conversations with teammates and provide attendees with takeaways that can immediately be put to work to create a useful, collaborative environment for discussing designs.
How we research and prototype at Made by ManyMade by Many
This deck is a primer of our research and prototyping techniques at Made by Many. Originally presented to the Wharton I&D Club for their annual Design Challenge.
The Startup Toolkit / Leancamp guide to Lean customer developmentMade by Many
Rob Fitzpatrick from The Startup Toolkit and Salim Virani from Leancamp presented this at Made by Many's Lean Startup workshop during Internet Week Europe 2011.
Discussing Design Without Losing Your Mind - SoCal UX CampAaron Irizarry
Getting feedback from clients, teams, and stakeholders can be terrifying. We’ve all had our designs berated during painful meetings that result in nothing actionable or useful.
This presentation will provide tips and techniques for improving the conversations you ahve surrounding design with your teams, clients, and organizations.
Critique is a vital skill for any good designer. Here we talk about it's application in everyday life as well as the formal work we do with clients as UX Designers.
This talk has been given at a number of conferences by myself and the amazing Aaron Irizaryy (http://www.thisisaaronslife.com/)
We'll be keeping the most up-to-date version of the slides uploaded here. If you'd like a copy from a previous iteration, please get in touch with either Aaron or myself, and we'll happily get one to you.
Updated 5/55 to the version used at WebVisions Portland in 2012.
Discussing Design: The Art of Critique - ixdaNYCAaron Irizarry
By taking the time to examine critique and how it fits into the design process and both an activity and an aspect of any communication we can focus our conversations and improve our ability to collaborate. In this presentation we'll examine the language, rules and strategies for improving the conversations with teammates and provide attendees with takeaways that can immediately be put to work to create a useful, collaborative environment for discussing designs.
27 behavioural questions you must ask your intervieweesHarriet Grimshaw
Most interviewers will have roughly one hour to judge a candidate’s character, work ethic, skillset, knowledge and commitment.
So why waste time with silly questions like ‘What did you have for breakfast?’ and “what’s your favourite 90s jam?”
Behavioural interview questions are arguably the most efficient strategy to reveal your candidate’s true potential, based on their previous performances!
What Would Delighted Participants Mean to the Research Industry?Sandra Bauman
Delighting customers in unexpected ways is the key to inspiring positive word of mouth. Some brands are supplanting their traditional loyalty programs with empowered employee models designed to deliver customer delight. We investigated the transactional elements of market research to look for strategic impact: What would delighted participants mean to the industry? Could such an approach impact data quality?
In this presentation we’ll discuss the importance of critique and a language for discussing design. It can be easy to complain about the way things are and theorize on the way things should be. Progress comes from understanding why something is the way it is and then examining how it meets or does not meet its desired goals. This is critique. Critique is not about describing how bad something is, or proposing the ultimate solution. Critique is a dialogue, a conversation that takes place to better understand how we got to where we are, how close we are to getting where we want to go and what we have left to do to get there.
The contents of this presentation will focus on:
understanding critique
best practices for incorporating critiques into a design practice
identifying common challenges to critique and ways to improve our ability to deliver, collect and receive critique
An Immersive Ethnography Technique for deep understandingRay Poynter
Presented by Chris Hauck, President of HauckEye
NewMR Event: Qualitative Research in 2021
Presentation Description
Over my long career, I have been lucky enough to work with really creative researchers who have taught me to be fearless and creative. On a project for a US based restaurant chain, I worked with my videographer to record interviews without the knowledge of those around us, focused on the research participants who are in the know, and my own brand of sneaky ethnography was born. After Covid, I’ll take this approach back out on the road to explore all sorts of restaurants, hotels, retail establishment, auto dealerships and so much more. If you can go do it, I can study it! And have fun too.
Watch the recording via NewMR.org/play-again
Mc govern on startup hypotheses and testingTom McGovern
McGovern Talk on how to rationally assess your Startup idea by applying what we learned in 6th grade science class of writing a hypothesis and then testing.
We’ll explore critique as both an activity and an aspect of any communication or collaboration. Attendees will walk away with:
A clearer understanding of critique is and why asking for “feedback” is problematic.
Methods for gathering useful feedback from clients and teammates.
Ideas on how to introduce team members to the idea of critique and get everyone using it.
An understanding of where critique fits within the design processes and how to incorporate it into projects.
Do you think you get enough feedback about how you can be more effective from your boss?.... Your team probably thinks the same about you.
Receiving good feedback gives you powerful information that can dramatically decreases the time required to master a skill or help you blow down the barriers that prevent you from getting to the next level. If only you knew.
Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance.
The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts).
It’s a different kind of show -- and people are really liking it.
With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here.
The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community.
Follow Seeking Wisdom Here:
Twitter: https://twitter.com/seekingwisdomio
Medium: https://seekingwisdom.io/
Listen to Seeking Wisdom Here:
SoundCloud: https://soundcloud.com/seekingwisdom
iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2
OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom
Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom
RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss
Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.
Facilitator notes for a 90min feedback workshop for teams that includes role playing with cards. See cards here: https://www.slideshare.net/JorgeBalden/continuous-feedback-cards
Read article: https://www.linkedin.com/pulse/building-continuous-feedback-culture-your-team-jorge-balde%C3%B3n/?published=t
Ray Poynter, founder of NewMR, is writing a new book, based on his popular course ‘Finding and Communicating the Story in Data’.
The book will be published in mid-2022 and as part of the book-writing process, Ray will be sharing sections of his work via three NewMR webinars.
This webinar is the second of three in the series.
Access the whole series from the NewMR site here:
https://newmr.org/events/2022/finding-and-communicating-the-story-in-the-data-2022
The Art of Asking Survey Questions: 7 Survey-Writing Don'tsHubSpot
What types of questions should you avoid the next time you have to write a survey to get feedback?
This presentation covers just a section of our guide: What not to do when writing survey questions. Get your free copy of the complete guide and workbook, The Art of Asking Survey Questions, right here: http://hub.am/1imzkQ6
Be Powerful & Be Heard - The Effective Persuasion MethologyFred Then
What's the missing skill that would convert your knowledge into something that people desire?
Learn the principles of persuasion and (finally!) understand how you can bet people to sit up and listen!
Do’s and don’ts giving and receiving feedbackMarie Lonergan
Sometimes feedback is taken as a criticism and people get defensive. When people are defensive they don't listen. Be mindful of how to give constructive feedback
Our design research guide on how to "design the right thing before designing the thing right. For everyone who are beginners to UX or just need a reminder. We cover design values, interviewing techniques, and empathy.
27 behavioural questions you must ask your intervieweesHarriet Grimshaw
Most interviewers will have roughly one hour to judge a candidate’s character, work ethic, skillset, knowledge and commitment.
So why waste time with silly questions like ‘What did you have for breakfast?’ and “what’s your favourite 90s jam?”
Behavioural interview questions are arguably the most efficient strategy to reveal your candidate’s true potential, based on their previous performances!
What Would Delighted Participants Mean to the Research Industry?Sandra Bauman
Delighting customers in unexpected ways is the key to inspiring positive word of mouth. Some brands are supplanting their traditional loyalty programs with empowered employee models designed to deliver customer delight. We investigated the transactional elements of market research to look for strategic impact: What would delighted participants mean to the industry? Could such an approach impact data quality?
In this presentation we’ll discuss the importance of critique and a language for discussing design. It can be easy to complain about the way things are and theorize on the way things should be. Progress comes from understanding why something is the way it is and then examining how it meets or does not meet its desired goals. This is critique. Critique is not about describing how bad something is, or proposing the ultimate solution. Critique is a dialogue, a conversation that takes place to better understand how we got to where we are, how close we are to getting where we want to go and what we have left to do to get there.
The contents of this presentation will focus on:
understanding critique
best practices for incorporating critiques into a design practice
identifying common challenges to critique and ways to improve our ability to deliver, collect and receive critique
An Immersive Ethnography Technique for deep understandingRay Poynter
Presented by Chris Hauck, President of HauckEye
NewMR Event: Qualitative Research in 2021
Presentation Description
Over my long career, I have been lucky enough to work with really creative researchers who have taught me to be fearless and creative. On a project for a US based restaurant chain, I worked with my videographer to record interviews without the knowledge of those around us, focused on the research participants who are in the know, and my own brand of sneaky ethnography was born. After Covid, I’ll take this approach back out on the road to explore all sorts of restaurants, hotels, retail establishment, auto dealerships and so much more. If you can go do it, I can study it! And have fun too.
Watch the recording via NewMR.org/play-again
Mc govern on startup hypotheses and testingTom McGovern
McGovern Talk on how to rationally assess your Startup idea by applying what we learned in 6th grade science class of writing a hypothesis and then testing.
We’ll explore critique as both an activity and an aspect of any communication or collaboration. Attendees will walk away with:
A clearer understanding of critique is and why asking for “feedback” is problematic.
Methods for gathering useful feedback from clients and teammates.
Ideas on how to introduce team members to the idea of critique and get everyone using it.
An understanding of where critique fits within the design processes and how to incorporate it into projects.
Do you think you get enough feedback about how you can be more effective from your boss?.... Your team probably thinks the same about you.
Receiving good feedback gives you powerful information that can dramatically decreases the time required to master a skill or help you blow down the barriers that prevent you from getting to the next level. If only you knew.
Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance.
The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts).
It’s a different kind of show -- and people are really liking it.
With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here.
The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community.
Follow Seeking Wisdom Here:
Twitter: https://twitter.com/seekingwisdomio
Medium: https://seekingwisdom.io/
Listen to Seeking Wisdom Here:
SoundCloud: https://soundcloud.com/seekingwisdom
iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2
OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom
Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom
RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss
Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.
Facilitator notes for a 90min feedback workshop for teams that includes role playing with cards. See cards here: https://www.slideshare.net/JorgeBalden/continuous-feedback-cards
Read article: https://www.linkedin.com/pulse/building-continuous-feedback-culture-your-team-jorge-balde%C3%B3n/?published=t
Ray Poynter, founder of NewMR, is writing a new book, based on his popular course ‘Finding and Communicating the Story in Data’.
The book will be published in mid-2022 and as part of the book-writing process, Ray will be sharing sections of his work via three NewMR webinars.
This webinar is the second of three in the series.
Access the whole series from the NewMR site here:
https://newmr.org/events/2022/finding-and-communicating-the-story-in-the-data-2022
The Art of Asking Survey Questions: 7 Survey-Writing Don'tsHubSpot
What types of questions should you avoid the next time you have to write a survey to get feedback?
This presentation covers just a section of our guide: What not to do when writing survey questions. Get your free copy of the complete guide and workbook, The Art of Asking Survey Questions, right here: http://hub.am/1imzkQ6
Be Powerful & Be Heard - The Effective Persuasion MethologyFred Then
What's the missing skill that would convert your knowledge into something that people desire?
Learn the principles of persuasion and (finally!) understand how you can bet people to sit up and listen!
Do’s and don’ts giving and receiving feedbackMarie Lonergan
Sometimes feedback is taken as a criticism and people get defensive. When people are defensive they don't listen. Be mindful of how to give constructive feedback
Our design research guide on how to "design the right thing before designing the thing right. For everyone who are beginners to UX or just need a reminder. We cover design values, interviewing techniques, and empathy.
Four ‘Magic’ Questions that Help Resolve Most Problems - Introduction to The ...Fiona Campbell
Most problems in business are from Values, Beliefs (inside world problems) Strategy, Environment (outside world problems) This presentation give you an introduction and examples of how to use NLP Meta Model questions to quickly identify where a problem lives.
When you know this communication is clearer and problems get solved quicker.
These slides summarize the Designing Your Life book by Bill Burnett and Dave Evans. Dr. Kristin Palmer led a workshop walking through big ideas in the book sharing templates and tools for helping people to design a live they can love. You can reach Dr. Palmer through http://www.CentralOregonLifeCoach.com.
Our model for emotional intelligence consists of 5 factors and several sub-factors that help people master their emotional reactions so they achieve their life goals. Our model consists of inward and outward components that influence our actions and reactionsOur model for emotional intelligence consists of 5 factors and several sub-factors that help people master their emotional reactions so they achieve their life goals. Our model consists of inward and outward components that influence our actions and reactions
A set of questions and tasks designed to help you assess the quality of your problem-solving skills when working with other people to help them solve their problems.
Presenation by Jim Thornton, Certified Hypnotist and Principal of Northstar Consulting Group International to ASQ Section 1508 Tampa/St Petersburg on April 13th, 2009
A presentation when i become a guest speaker for UX Indonesia (PT UXINDO DIGITAL INDONESIA) on the relation between Problem, People and Product. Even with a good diverse sets of audience background in the room, it was nice to understand that we can share & relate into the same value! A huge thanks for the opportunity & assistance during the presentation, to good sportsman who was willing to play some games with me on stage and lastly everyone who came & spent their time with me that night !
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
2. Design the right thing,
before designing the thing right
why design research matters to us
BECAUSE IT SUCKS BUILDING SOMETHING FOR 9 MONTHS ONLY TO
FIND OUT NO ONE ACTUALLY WANTS TO USE IT
3. Any solution can only be as good as
the depth of understanding of the
problem.
DESIGNING THE RIGHT THING IS ABOUT ASKING
“WHAT IS A GOOD PROBLEM TO SOLVE?”
4. If I had an hour to solve a problem
I’d spend 55 minutes thinking about
the problem and 5 minutes thinking
about solutions
-Albert Einstein
5. Designers often try to solve a design problem while simultaneously
trying to understand the design problem…. Design research and
synthesis lies between problem finding and problem solving acting
as a form of problem understanding.
- Exposing the Magic of Design by Jon Kolko
Design research helps us truly understand the problem rather than trying to
solve a problem we don’t truly understand yet.
6. Empathy gives us a deep understanding of the
problems of others
It helps us ultimately design the right thing because
we can see, feel, and understand the perspectives of
people who are different from ourselves.
7. We gain empathy for
people in 3 ways
OBSERVE
LISTEN
TRY IT
OURSELVES
but let’s start
with listening
8. 1. What are people trying to get done?
2. How do they currently do this?
3. What could be better about how they do this?
Interviews are based around actual behaviors not attitudes or opinions,
All variations of interview questions gives us answers to these 3 questions
9. “would you use this if…..”
asking hypothetical questions about the future
“so what do you think of my idea?”
directly pitching your idea
Here are two types of questions to avoid but seem
intuitive
10. It’s the users job to tell us about their problems,
it’s our job as designers to solve it.
We don’t act on the user’s request, we act on their behalf
11. “Are you interested in working out?..”
People don’t say what they mean,
and don’t mean what they say
Attitudes help us understand what
people think but are a poor
reflection of actual behavior.
People are bad at predicting what
they’ll do in the future. It’s not that
we don’t value what people think,
it’s just that we can’t make design
mandates solely based on people’s
opinions.
Instead of asking…
…a better question is
“How many times have you exercised
in the past month?”
EVERYONE WILL
SAY YES TO THIS
12. “You may say that you like Blond,
Jewish, Democrats but you have a
habit of reaching out to pot-smoking,
Indian, Republicans..
This is called Revealed Preference”
- “Looking for someone”, New Yorker
Stated vs Revealed preferences
Online dating sites know that what
people say doesn’t always match
their behavior so their design has to
accommodate attitudes + actual
behavior.
They call this difference Stated vs
Revealed preferences. Our products
messaging should reflect stated
preferences, but the designs should
be based off of revealed preferences.
13. The things we find attractive in an online dating
profile have almost nothing to do with the things
that we find attractive in a real life person when
we’re sitting in from of them.
We react to a person’s behavior but what we see
in a profile are attitudes, preferences, and
background characteristics.
- Benjamin Karney, UCLA psychology professor
14. Short answer
5 - 20
Long answer
Typically we would speak with 5-20 people.You’ll start seeing clear patterns after
speaking with a few carefully selected people. Nielsen Norman group did a study showing
3 users gets you about 75% of the total usability problems. Speaking with 5-6 is a good
number.
Before we talk about how to interview customers correctly you’re
probably wondering, how many people should I speak with?
15. FRAMEWORK
FOR INTERVIEWS
TO LEARN ABOUT
BEHAVIOR &
PROBLEMS WITHOUT
DIRECTLY ASKING
FOR SOLUTIONS
1. what was the hardest part about?
2. can you tell me the last time that happened?
3. why was that hard?
4. how did you solve that problem?
5. why was your solution not awesome?
16. HERE’S A SIMPLE
FRAMEWORK FOR
INTERVIEWS
Meet Dave, a tech
startup founder
with 3 employees
“Knowing the bare minimum of what I had to do”
“When I wanted my company to be legit”
“I always felt like I could get in trouble later”
“Felt like lawyers were reaming you every second”
“I paid lawyers to help me set it up”
1. what was the hardest part about ______?
2. can you tell me the last time that happened?
3. why was that hard?
4. how did you solve that problem?
5. why was your solution not awesome?
17. It’s tempting to give Dave exactly what
he wants, in this case some type of
feature that gives him access to lawyers.
But we as a design team know that the
solution was the give him the assurance
of ‘ knowing the bare minimum’ and ‘not
getting in trouble later’ without ever
even needing to speak with a lawyer.
“Knowing the bare minimum of what I had to do”
“When I wanted my company to be legit”
“I always felt like I could get in trouble later”
“Felt like lawyers were reaming you every second”
“I paid lawyers to help me set it up”
1. what was the hardest part about ______?
2. can you tell me the last time that happened?
3. why was that hard?
4. how did you solve that problem?
5. why was your solution not awesome?
19. Why we observe
We observe people with our products
or in their natural habitat.
Research interviews can teaches us
about people’s attitudes and what
they say they do but when we
observe we see true behaviors.
Pairing observation, listening, and
doing it ourselves lets see the
workarounds and contradictions.
The starting point for most of our
projects is observation in it’s natural
setting.
Observation can sharpen our awareness
of how people respond to particular
arrangements; we notice what people
already do intuitively. That helps us
make predictions about how people
interpret this things we design.
-Jane Fulton Suri, IDEO
20. So after listening to, watching , and doing it yourself
you want a list of the following
How are people finding creative ways to solve
problems they don’t even realize they have.
What are the contradictions between what
people say and what they actually do
Workarounds
Contradictions
shows you that
people actually
want your
product
makes sure your
product is
designed correctly
21. People are already solving their problems somehow, the
Workarounds are so unconscious that people don’t even realize
that they do it.
We observe because there are actions that are so obvious to
people they don’t even think to mention it
22. But when I asked him, ‘how did you
solve this problem?’ He said
1. found out his friend’s dad owns a
specialty athletic boutique 2.
reminds himself of the release date
3. finds out if his friend is working
there 4. asks him if it’s there 5.
pays him ahead of time 6.asks
friend to hide it under counter 7.
organizes his day to go pick it up
after school
One athlete mentioned an
occasional problem of
specialty gear being sold out
in his size but that “it wasn’t
a big deal to him”
We once spoke with athletes
about their buying behaviors
of specialty athletic cleats
that costs over $200
23. His workaround validates our
solution but we heard a
contradiction between his
attitude and workaround so we
need to frame our product so he
sees the value in it.
But when I asked him, ‘how did you
solve this problem?’
1. found out his friend’s dad owns a
specialty athletic boutique 2.
reminds himself of the release date
3. finds out if his friend is working
there 4. asks him if it’s there 5.
pays him ahead of time 6.asks
friend to hide it under counter 7.
organizes his day to go pick it up
after school
One athlete mentioned an
occasional problem of
specialty gear being sold out
in his size but that “it wasn’t
a big deal to him”
26. Synthesis is about the organizing of chaos and the
revelation of clarity. It creates the stage for
problem understanding. Here are some simple
techniques for synthesis
After conducting research we synthesize
27. Archetypes help organize useful quotes,
data, and anecdotes from interviews
“A quote that sums up his interview”
Goals
What are some of Dave’s goals?
What did he say?
Quotes that stood out to us
What did we observe?
What we noticed but he didn’t mention
Behaviors, habits, and workarounds
Meet Dave, again
28. User Journeys based on research visualizes the current
experience for how people solve problems. Here is a
sample for how people select an HR solution.
Trigger
Why did you start looking for an HR solution?
Search
Where did you start looking?
Compare
How many services did you look at?
Decide
What was your deciding factor?
Sign Up
How did you feel after you chose?
29. Affinity diagrams organize and prioritize insights
Design Mandates
Insights
Observations
I asked someone
who did it
I asked lawyers I didn’t compare
That are
personalized to
them
wanted to hire my
first employee
In the right
location
People don’t
know what they
don’t know
People just want
it dealt with
Looking for
someone they
trust
People need
to compare
They need to
know you can
be trusted
Within their
family
30. Design the right thing,
before designing the thing right
thoughts on designing the thing right
31. in order to design the thing right we ask
“what is the best way to solve a problem?”
Designing the thing right is about designing for the way people
already think and matching mental models. We know we designed
the right thing when people intuitively know how to use a product
without ever even seeing it before.
32. 1. SIT DOWN AT RESTAURANT
2.WAITER COMES, PLACE ORDER
3. FINISH EATING, STAND UP
GET CHECK
4. CHECKS ARE ALREADY SPLIT
5. TIP IS ALREADY INCLUDED
6. PAY AT COUNTER
1. SIT DOWN AT RESTAURANT
2.WAITER COMES, PLACE ORDER
3. FINISH EATING, WAITER BRINGS CHECK
4. FIGURE OUT HOW TO SPLIT CHECK
5. HOW MUCH SHOULD WE TIP?
6. WAIT FOR WAITER TO COME BACK
7. VENMO
5A. (STARE AT FRIEND WHO’S GOOD AT MATH)
4A. (FIGHT FOR CHECK)
mental model of eating out in the US mental model of eating out in the
Costa Rica
33. 1. SIT DOWN AT RESTAURANT
2.WAITER COMES, PLACE ORDER
3. FINISH EATING, WAITER
BRINGS CHECK
4. CHECKS ARE ALREADY SPLIT
5. TIP IS ALREADY INCLUDED
6. STAND UP, GO PAY IN COUNTER
1. SIT DOWN AT RESTAURANT
2.WAITER COMES, PLACE ORDER
3. FINISH EATING, WAITER BRINGS CHECK
4. FIGURE OUT HOW TO SPLIT CHECK
5. HOW MUCH SHOULD WE TIP?
6. WAIT FOR WAITER TO COME BACK
7. VENMO
5A. (STARE AT FRIEND WHO’S GOOD AT MATH)
4A. (FIGHT FOR CHECK)
Eating out in the US Eating out in the Costa Rica
Designing the thing right is about designing for the
way people already think and matching mental
models.
If we opened a restaurant in Costa Rica we would
have to match their Mental Models for eating out, the
same is true for the products we design.
34. INTERVIEW
FRAMEWORK
FOR LEARNING
ABOUT MENTAL
MODELS
“where do you go next?”
3. Before each step ask..
“what do you expect will
happen?”
4.…and then ask
1. SHOW YOUR PRODUCT OR PROTOTYPE
2.GIVE A SAMPLE TASK
5. KEY AN EYE OUT FOR ANY CONFUSION
35. do you know the workarounds?
do you know the contradictions
between what people say and
what they actually do?
CONCLUSION
Designing the right thing..
when you ask ‘where do you go
next?’ and ‘what do you think
will happen?’
do people consistently give you
the correct answer?
…designing the thing right