The document discusses various user research and design methods including laddering, triading, storytelling, game play, and desirability testing. It then covers approaches to brainstorming design ideas such as the lotus blossom technique, brain writing, and brain drawing. Finally, it outlines considerations for executing on design ideas through communication, prioritization, validation, and roadmapping.

1. What They Didn’t Know They NeededMegan Grocki - @megUXAmy Cueva - @amycueva

2. Who are we?We’ll share some stuff…but we are just scratching the surface!

3. What (tf) are we going to talk about?Different approaches to research + design

4. Getting the right information from research

5. Generating design ideas

6. Design execution considerationsWho are you?

7. User-Centered DesignWe love users.

8. Genius Design

9. Research MethodsLaddering

10. Triading

11. Storytelling

12. Game Play

13. Desirability TestingLadderingSimple & Systematic

14. Clinical Psychology/Marketing

15. Get beyond surface to their core values and uncover meaning

16. Experiences designed based on meaning have more traction than those based on attributes

17. The art of asking “Why? Why?”LadderingResearch technique to uncover core values

18. TriadingDiscover dimensions that are relevant to audience

19. StorytellingAsking directly about needs and goals can limits our insight

20. Give human characteristics to an interface

21. Their perspective on how they interact with it

22. Lets participants explore approaches with their own filtersStorytellingStorytellingGain insights into human perspectives

23. Game PlayBreak free from rigidity of traditional interview styles

24. Ease stress on participants, making them less reserved

25. Allows researchers to observe people in competition

26. Capture emotional reactions

27. Insight into communication styles Game PlayBreak free of the rigidity of traditional interviews

28. Desirability TestingWhich visual design evokes a better emotional response?

29. Halo Affect

30. Why not just ask them which design they like better?

31. Assess emotional impact and how it aligns with brand

32. Qualitative & QuantitativeDesirability TestingAssess the emotional impact of a design