Agencies and client UX professionals alike point out a growing trend: companies are becoming allergic to research. Budgets are shrinking and making the case to leaders grows more difficult each month.
Working in small groups, professionals from across the UX spectrum (research, design and communications) will learn Presumptive Design (PrD), a technique for capturing the unmet, and often unspoken, needs of our stakeholders.
PrD *is* a research method, but because it begins with designing an artifact, stakeholders are far more receptive to it as a process. Further, the method is fast, reducing time *and cost* to insights.
Attendees will learn the theoretical frameworks behind PrD as well as gain hands-on experience practicing the method. By the end of the course, attendees will have completed one full cycle of a PrD engagement, including feedback from external users.
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Activity Time Activity Time
Intros/Agenda/Objectives 10 min
About the Engagement
Session
15 min
PrD – Overview
Stump the Leo
20 min Break 15 min
Assumptions 30 min Preparation 15 min
The Key Feature 5 min Engagement Session 40 min
The Tasks, Context and
Objectives
10 min Debrief / Analysis 5 min
Preparing the Artifact 15 min Report-outs 10 min
The Script 10 min What is PrD? – Reprise 10 min
Engagement Session Demo 5 min Open discussion, books remaining
1:30
1:40
2:00
2:30
2:35
2:45
3:00
3:10
3:15
3:15
3:30
3:45
4:00
4:40
4:45
4:55
5:05
AgendaIntros
May 2016 @leofrish phaseiidesign.com 3
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• Introduce a rapid method of validatin
assumptions based on Design Thinking
• Apply the process to internalize its
value
• Explore the differences between PrD
and other research and design
methods
The best way to predict the future is to invent it.
– Alan Kay, 1971, Dennis Gabor, 1963
Any sufficiently advanced technology is indistinguishable from magic.
– Arthur C. Clarke, 1961 – Clarke’s Third Law
Workshop
Objectives
May 2016 @leofrish phaseiidesign.com 5
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Brainwriting
Extendingtothe
DigitalDimension Rules for Brainstorming
• Defer Judgment
• First thoughts first
• Encourage wild ideas!
• “Yes and…” build on the
ideas of others
• Stay focused on the topic
• Hold one conversation at
a time
• Be visual!
• Go for “quantity over
quality”
• Have fun!
Rules for Brainwriting
• Take a card from your
stack
• Write as many ideas for
overcoming the challenge as
you can – One per card!
• Keep your ideas short and
write clearly so others can
read them
• When you finish an idea,
place the card in the
“pool” (middle of the table)
• When you need inspiration,
take a card from the pool.
May 2016 @leofrish phaseiidesign.com 25
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Engagement
SessionScript
• This is like a usability test, but it isn’t a usability test.
• Prepare a minimal script to introduce the exercise and the
artifact:
• “Thank you for joining us today!”
• “We’re helping a client understand a new product they’re considering
introducing to the market. To that end, we’ve created a rough
prototype of their idea. We’d appreciate your help in improving on our
work.
• <hand them the artifact>
• “Please recall a recent time you used <something like this>.
• <listen for their story>
• “Our client expects to improve on your experience by enhancing <the
object> with the ability to <the new digital feature – if possible,
relevant to their story >.
• “You mentioned <their story, summarized>
• “Please demonstrate using this product to do that same task, knowing
<the object> has these additional capabilities”
May 2016 @leofrish phaseiidesign.com 32
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Engagement
Session
Procedures • You will ask the participant to tell you a story about a recent
use of the object.
• You will then offer the participant the artifact and have them
use the artifact as they did the object in their story.
• Based on their reaction, you will take notes on what they say
as they perform the task.
• If they get stuck, or turn to you for help, this is a key
opportunity to learn more.
• Mirror their question back to them. (“What would you do in this
situation?”)
• Do not explain or present the design or assumptions.
• Prompt them to consider their behavior in the context (or
performing the task) as they attempt to use the artifact.
• Remember: This is about your client’s assumptions, some of
which may not be apparent until the participant calls your
attention to them!
• ALWAYS KEEP YOUR OBJECTIVE IN MIND!
May 2016 @leofrish phaseiidesign.com 35
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Engagement
SessionRoles
• You will have multiple opportunities to
work with participants.
• Choose a Facilitator. You can have
several— one for each participant.
• All of the others become Researchers/
Observers
• The Facilitator role is subtle:
– Offer the artifact with a minimal
introduction.
– Ask the participant to perform the task.
– Become an improv artist based on the
participant’s reactions.
May 2016
Analyst
Researcher
/ Observer
Designer
Builder
Facilitator /
Planner
@leofrish phaseiidesign.com 36
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References
• Buxton, Bill; Sketching User Experiences: Getting the Design Right and the Right
Design; Morgan Kaufmann; 2007
• Carroll, Lewis; Through the Looking-Glass and What Alice Found There; The MacMilllan
Company, New York, London, 1899
• Dubberly, Hugh; Evenson, Shelley; and Robinson, Rick; The Analysis-Synthesis Bridge
Model; http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html
• Frishberg, Leo; Lambdin, Charles; Presumptive Design: Design Provocations for
Innovation. Morgan Kaufmann; 2016
• Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. Interactions,
Vol. 13, Iss. 1, 18-20; 2006
• Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. SAO Ignite,
March, 2012; http://www.slideshare.net/leofrish/presumptive-design-or-cutting-the-looking-glass-cake
• Kuhn, Thomas; The Structure of Scientific Revolutions; University of Chicago Press,
1962
• Laseau, Paul; Graphic Thinking for Architects and Designers; Van Nostrand, 1980
• Owens, Charles; Design Thinking: Notes on its Nature and Use; Design Research
Quarterly Vol. 2, N0. 1, January, 2007, pp. 16-27
• Sato, Steve; Using Design Thinking to Measure Design’s Impact; CHIFOO Presentation,
September 2013
http://www.chifoo.org/index.php/chifoo/events_detail/
using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza/
• Sanders, Liz; Stappers, Pieter Jan; Convivial Toolbox: Generative Research for the
Front End of Design; BIS Publishers, 2013
May 2016 @leofrish phaseiidesign.com 45
56. ‘You don’t
know how to
manage
Looking-glass
cakes,’ the
Unicorn
remarked.
‘Hand it round
first, and cut it
afterwards.’
May 2016 @leofrish phaseiidesign.com 56
57. Design to Fail
Create, Discover, Analyze
Make Assumptions Explicit
Iterate, Iterate, Iterate
The Faster You Go, the
Sooner You’ll Know
Have Fun!
Lack of Courage / Skill
Lack of Diversity
Believing Our Own Stories
Unclear Objectives
Losing Our Audience
Incrementalism!May 2016 @leofrish phaseiidesign.com 57