SlideShare a Scribd company logo
1 of 152
Download to read offline
Brought to you by
Introduction
Today Introduction				9:00 – 9:10 Best Practices Overview		9:10 – 10:00 Methods10:00 – 10:30 Break10:30 – 10:45 Interviewing			10:45 – 11:30 Interviewing Exercise11:30 – 12:15 Lunch! Observation Exercise			1:15 – 2:00 Synthesis				2:00 – 2:45 Break2:45 – 3:00 Ideation3:00 – 4:00 Share4:00 – 4:30 Q&A + Wrap-up	4:30 – 5:00
Take a fresh look at people Use existing ideas as hypotheses What to make or do Refine & prototype Launch Iterate & improve Use fieldwork throughout the development cycle Explore new ideas
Synthesis & ideation process Fieldwork Synthesis Ideation Development
Cultural data from fieldwork Case study: iPod accessories
Case study: iPod accessories Portigal Interviewing Users: Spinning Data into Gold 8
Research Project – Best Practices Overview
What do I mean by “research?” Ethnography Ethnographic interviews  Video ethnography Depth-interviews Contextual research Home visits Site visits Experience modeling Design research User research User-centered design One-on-ones Camera studies  User safaris
What do I mean by “research?” Ethnography Ethnographic interviews  Video ethnography Depth-interviews Contextual research Home visits Site visits Experience modeling Design research User research User-centered design One-on-ones Camera studies  User safaris  What-ever!
Beyond our terminology, what are we doing? Examine people in their own context ,[object Object]
What does it mean?Infer (interpret/synthesize/etc.) ,[object Object]
The researcher is the “apparatus”Apply to business or design problems ,[object Object]
More possible types of solutions than we started out with,[object Object]
The Business Question What new products and services can you offer to help partners increase social network stickiness (and thus revenues)? What entertainment activities should you support to tap into a growing middle-class in China?
The Research Question What are the motivations, successes, and frustrations for current and prospective users of our partners’ social media sites? How is family life changing in middle-class China? What are the critical digital and analog technologies that are being embraced?
Pain points: default research/business question?! While we always uncover so-called pain points, the bigger opportunity may come from understanding why– how did we get here?
It may not really be that painful Satisficing(coined by Herbert Simon in 1956) refers to our acceptance of good-enough solutions These can drive engineers and designers crazy…but  the real problem isn’t always what it appears to be
Finding the right participants (aka recruiting) Often an afterthought in project planning ,[object Object]
This takes time to plan and to executePointless interviews waste time and challenge the credibility of the work ,[object Object]
They don’t have the desired relationship with the product/brandEpic FAILS will happen anyway Identify ,[object Object]
How you will find those people,[object Object]
Non-user
Extreme user
Peripheral user
Expert user
Subject-matter expert
Wannabe user
Should-be user
Future user
Past user
Hater
Loyal to competitorTriangulate through multiple perspectives By creating contrast, you reveal key influencing factorsthat you wouldn’t otherwise see
Recruiting criteria: Type of user There may be more – or different – “users” Think about the whole system: the chooser, the influencer, the user, and anyone who is impacted by those roles Challenge assumptions about who the organization is implicitly/explicitly designing for ,[object Object]
Do they even exist?Surface a broader sense – even prior to research – about who is affected by the product and who is being designed for Is your “typical customer” real or aspirational?
Recruiting criteria: Demographics Gender Age Life stage/lifestyle ,[object Object]
Stage of family
Retirement
Not in the middle of a major life-change (unless that’s of interest)Dwelling ,[object Object]
Apartment/living alone/ roommates/single family homeRace ,[object Object]
Reflect the user baseOccupation ,[object Object],Income ,[object Object],Demographic factors are typically secondarywhen defining the sample
The screener Screeners are very formal, linear documents ,[object Object],Screeners havetwo purposes… ,[object Object]
Convince them to participate…and three main sections ,[object Object]
Checking off criteria
Invitation to participate,[object Object]
Creative recruiting Outside of the traditional method of working with a recruiting agency, there are other approaches ,[object Object]
Snowball recruiting (participants find more participants)
Craigslist
Intercepts
Etc.Pros and cons ,[object Object]
Quick but harder to control and manage
Likely to find “pure” participants but they might be too close to you,[object Object]
For a fee, they will handle sending a check, but I prefer the immediate gratification of an envelope of cash
Include a thank-you note and even swagIn B2B settings, be creative about who and how to incent ,[object Object],[object Object]
It does come in handy during freeze-up moments – scan it over to see what else you want to cover,[object Object]
Minimalist field guide
Detailed field guide
Include other methods
Documentation: photos Plan to take lots of photos They will reveal things you don’t remember noticing Essential for storytelling Make sure you have permission before you start snapping
Documentation: audio, video, notes Essential to capture exactly what is said Difficult (impossible) to maintain eye contact, manage interview, and write down everything ,[object Object],Taking notes – not as the definitive record – can help you process, notice, think about follow-ups, etc. ,[object Object],[object Object]
Incentive – what the participant gets but they are not an employee
Model release – how images and video will be used
Non-disclosure – in case you disclose anything in-progressThese are legal documents ,[object Object]
Can you influence them to create consumer-friendly, light-weight versions
Give participants their own copy at the outset of the interview,[object Object]
Ask people how they would solve a problem Participatory design Doesn’t mean we implement the requested solution literally “I wish it had a handle” Many ways to solve the underlying need (“I need to move it around”) Designers work with this data to generate alternatives Engage people in the non-literal through games and role-playing Uncover underlying principles and explore areas of opportunity that don’t yet exist
Show people a solution Consider the difference betweentestingandexploring Avoid “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Make sure you are asking the right questions What does this solution enable? What problems does it solve? Especially for new products, needed before getting into specifics of your implementation Image from Roberto and Worth1000.com
Use a range of methods
Workbook: Instructions
Workbook: Question and answer
Workbook: Text stimuli
Workbook: Visual stimuli
Workbook: Responses
Mapping
Storyboards
Mockups
Prototypes
Casual Card Sort
Methods can be a playground We choose, mash-up, or create methods based on the problem, project constraints, and a desire to experiment ,[object Object],Portigal Interviewing Users: Spinning Data into Gold 49
Break!
Interviewing
Principles inform tactics I don't skate to where the puck is, I skate to where the puck is going to be – Wayne Gretzky
Fieldwork principles Check your worldview at the door Embrace how other people see the world Build rapport Listen
Check your worldview at the door Before you start doing interviews, do a team-wide brain dump of all your assumptions and expectations ,[object Object]
You needn’t go back to verify your assumptions; goal is to make assumptions explicitMake the interview about the interview ,[object Object],[object Object]
Leave plenty of time so you aren’t rushed when you arrive
Find a bathroom beforehandBe ready to ask questions you (think you) know the answers to ,[object Object]
What do you know? What are you afraid they’ll say? What might you learn?,[object Object]
Accept what you’re offeredBe selective about talking about yourself ,[object Object]
Otherwise, think “OMG! Me too!” without saying itWork towards the tipping point ,[object Object]
You won’t know when it’s coming; be patientAcknowledge the interview as something…unusual ,[object Object],[object Object]
“Earlier, you told us that…”
“I want to go back to something else you said…”Signal your transitions: “Great, now I’d like to move onto a totally different topic” This level of listening is not how we normally talk to each other ,[object Object]
This is really hard,[object Object]
Silence defeats awkwardness After you ask your question, be silent ,[object Object],After they’ve answered you, be silent
Use natural language Talk like your subject talks!
Don’t make questions pass/fail (1/2) Client: So the concept of transferring, burning, and syncing, can you talk a little about those three concepts? So transfer, burn, and sync. Just do you understand the difference? Interviewee: Transfer, burn, sync. Burn is when I’m actually putting it onto some kind of disc. Okay… Transferring is I guess when I transfer the files from one place to the other. Mm-hmm… Whether it’s to a device or to a different drive or whatever or into the program I guess. And syncing, well, I know the phone always comes up and says it’s syncing, when it’s syncing up to the files or syncing up to the computer or stuff like that. That’s the only time I think I’ve ever really heard that. (cont’d)
Don’t make questions pass/fail (2/2) Client: So the only other question I have left in this area is: Would you expect to manually decide what music goes on your devices or would you rather that the machine does it for you? Interviewee: Decide what I want on my…? Let’s say your library is here on this machine, and you have a device, would you want it to put as much as it could put on from the library from the device when it’s connected to your computer? If I could hold it… if the device itself could actually hold all the files, I would love that, if it automatically… Just knew. Just knew that it wasn’t on there, the same thing when…what do you call it - when I have to go into the program and actually have it… downl…uhh, now I’m confused in what I should call it. No, no, don’t worry about it!
Don’t presume they accept your world view Client: So, really interesting the sort of things that you as old Derek used to value, such as efficiency of time, and some of those things have now influenced the new Derek. Derek: Right. Steve: Maybe that sort of begs a larger question…We’ve offered you this idea of old versus new you, but how do you think about this transition? Derek:Yeah, I don’t really see it.
If you want to fix something, wait until the end Frustrating to watch users struggle with your product ,[object Object],You will lose the interview if you start taking their questions When it’s time to go, show or tell them only what will help them
Find your personal style The Myers-Briggs Type Indicator
Questions to gather context and collect details
Questions to probe on what’s unsaid
Questions to probe on what’s unsaid
Questions to uncover mental models
Why so many types of questions? Real interviews aren’t as simple as asking a question, getting an answer, and then moving onto the next question in your list.  You are unlikely to get to the actual answer without asking a few different questions a few different ways.  You need a range of tools and techniques. And you need to feel when you haven’t got to the real answer yet so you can keep going .
Prepare for exploding questions Well, my cousin never tells me when she has an updated bank balance so I figured I would handle it myself. That’s why I signed up for the PayPal service, I think it’s them but maybe not. Coping techniques Wait until these issues come up organically, without you having to ask Make notes on your field guide about what you want to loop back to so you don’t forget Triage based on what’s most pressing for your topic Triage based on what makes the best follow-up, to demonstrate listening Why does this matter? Let’s find out what service this is?! Okay. I decided I had to spend the money I had from last month in order to save month’s money and this service was going to help me do that. Even if it’s not the same password that my cousin would be using I don’t understand her financial model… Why does she expect that it would be the same?
Exploding questions can lead to a flow state
Managing others in the field We lead a thirty-minute training session for everyone who will join us in the field Field teams are ideally 2, at most 3 Ensure one person leads the interview and clarify the role of the “second interviewer” ,[object Object],During our debriefs, we offer feedback and coaching about the process, if possible
Getting better at interviewing Practice with hallway or other serendipitous micro-interviews Write surveys and participant screeners to practice crafting questions out of the moment  How do you get to Carnegie Hall? Practice, man, practice!
Participant screeners as asking practice A good way to practice both framing a question and the empathic exercise of thinking through the respondent’s user experience with that question
Write and take surveys Develop your own critical eye (and interviewer’s voice) by looking for bad examples and identifying just what’s wrong with them
We learn from mistakes and mishaps Collect and share war stories with other interviewers THANX 4 NOTHING KITTEH
Interviewing Exercise Get in groups of 3 You are in a startup looking for opportunities in… Music – purpose/role/interests, technology, devices  Food, groceries, meals, nutrition News – media, information, sources, purpose Review sample interview guides ,[object Object]
Background, depth, reflectionThree rounds of interviews, 10-12 minutes each  ,[object Object]
Each person plays each role once
Stay in the exercise!Group debrief
Giveaway #1 Everyone gets a license for TechSmith’s screen capture tool Snagit Expect it by email in a couple of weeks Everyone gets 3 tests from UserTesting.com Use code uxworkshop; expires in 2 weeks Draw 2 licenses for TechSmith’sCamtasia (Mac/PC) 1 license for Techsmith’sMorae (PC)
Lunch
(The rest of) today Introduction				9:00 – 9:10 Best Practices Overview		9:10 – 10:00 Methods10:00 – 10:30 Break10:30 – 10:45 Interviewing			10:45 – 11:30 Interviewing Exercise11:30 – 12:15 Lunch! Observation Exercise			1:15 – 2:00 Synthesis				2:00 – 2:45 Break2:45 – 3:00 Ideation3:00 – 4:00 Share4:00 – 4:30 Q&A + Wrap-up	4:30 – 5:00
Homework/Observation Exercise
Homework Check-in Your mission: Dedicate at least half an hour to walking around and  observing people in your neighborhood Props to Dylan, Caroline, and David!
Homework Check-in Who was able to do the assignment? Was this anyone’s first experience doing observational fieldwork? Is there anyone who has not done user or observational research in the field?
Observing Notice what… people, places Notice how… processes, sequences, interactions Suspend your point of view Avoid conclusions Allow confusion Do it “out loud” Steve, practicing his “noticing.” You can tell because he looks like he may be a little confused.
You’re observing people within their culture. Notice how cultural artifacts reflect and define the environment; and reveal what is “normal” Normal isn’t “right or wrong” – it’s the set of background rules that define much of what people choose or ignore Media Products Advertisements Street Culture Trends/Fads Cultural context What are they selling?
Cultural context
Cultural context
Cultural context
Your mission: Imagine you are working on a project for Gentrific8, looking for ideas to redevelop parts Seattle around downtown and the Central Library. Form groups of 2 – 3. Mix it up Wander and observe people, interactions and environments Do it out loud! Capture (photos, notes) What, who, where, when? Why, how? This is not a design audit of signage or merchandise displays Exercise: Explore!
Neighborhood observations: Noe Valley, San Fran
Neighborhood observations: Noe Valley, San Fran
Neighborhood observations: Montara, California
Be back by 2:25! Exercise: Explore!
Synthesis: From data to insights
Analysis Synthesis Ideation Solutions Strategies Opportunities Detailed solutions Insights Synthesis & ideation process
Fieldwork Synthesis Ideation Development Why a process?
Avoid jumping to conclusions
DTDT: Analysis vs. Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
DTDT: Analysis vs. Synthesis Combining multiple pieces into something new  e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
DTDT: Analysis vs. Synthesis The process gradually moves from one to the other Combining multiple pieces into something new  e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
Analthesis???? Combining multiple pieces into something new  e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
Sense-makingthrough an iterativeprocess of refining gathered data Early, Informaldata in your head First, process the experience you had collecting data Refer to debriefs and conversations Articulate and identify themes Outcome: Topline Report Process-based, Formalheavy lifting Then, process the data itself Individual and group analysis Pattern-identification, clustering, models, frameworks Outcome: Opportunities More narratively, what is synthesis? Review, Refine, Rinse, Repeat
Synthesis naturally begins inthe field Resist meaning (for now) Focus on observations Get the detail Create time to talk after each fieldwork experience Worksheet to facilitate the debrief Write up real-timesummaries for the team, ASAP In-field debriefing Fieldwork highlights captured in the wild.
After fieldwork, collate reflections and quickly externalize a starter set of 5 to 10 thematic areas based on Pre-identified areas of inquiry Refer to debriefs and conversations from the field New patterns that we observed Identify interesting areas; acknowledge that you don’t understand details yet, identify questions Outcome: Topline Report All right researchers… what did you see? Early, informal synthesis (data in your head)
This sheds light on what excites the team and the stakeholders and brings focus to the next stage of synthesis The Topline Report
Go back through your raw data very closely to move beyond the Topline Report  Individually (heads-down) and collaboratively (heads-up) develop clusters, identify patterns, collate and refine findings Process maps, eco-systems Frameworks, models Design implications i.e.: What did other public announcements in the study look like? What are the layers of information and cultural context? What form factors are favored? Why? Process-based, formal synthesis (heavy lifting)
Heads down! ,[object Object]
Photos, field artifacts
Transcripts
DV->MP3->FTP->.docx

More Related Content

What's hot

eMetrics London - The AB Testing Hype Cycle
eMetrics London - The AB Testing Hype CycleeMetrics London - The AB Testing Hype Cycle
eMetrics London - The AB Testing Hype CycleCraig Sullivan
 
Human-Centred Design & the Business Model Canvas
Human-Centred Design & the Business Model CanvasHuman-Centred Design & the Business Model Canvas
Human-Centred Design & the Business Model CanvasHeather McQuaid
 
Introduction to Jobs to Be Done
Introduction to Jobs to Be DoneIntroduction to Jobs to Be Done
Introduction to Jobs to Be DoneMichele Hansen
 
Understanding real demand with Jobs To Be Done
Understanding real demand with Jobs To Be DoneUnderstanding real demand with Jobs To Be Done
Understanding real demand with Jobs To Be DoneViktor Goliaš
 
The Joy of Data Driven Storytelling
The Joy of Data Driven StorytellingThe Joy of Data Driven Storytelling
The Joy of Data Driven StorytellingLeslie Bradshaw
 
Design thinking 01
Design thinking 01Design thinking 01
Design thinking 01PeaceAmanze
 
Design for Continuous Experimentation
Design for Continuous ExperimentationDesign for Continuous Experimentation
Design for Continuous ExperimentationDan McKinley
 
UX for XR: Creating User Flows for Mixed Reality
UX for XR: Creating User Flows for Mixed RealityUX for XR: Creating User Flows for Mixed Reality
UX for XR: Creating User Flows for Mixed RealityLillian Warner
 
UXPA 2023: Learn how to get over personas by swiping right on user roles
UXPA 2023: Learn how to get over personas by swiping right on user rolesUXPA 2023: Learn how to get over personas by swiping right on user roles
UXPA 2023: Learn how to get over personas by swiping right on user rolesUXPA International
 
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)Neil Turner
 
Making jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksMaking jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksService Design Berlin
 
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir EyalHooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir EyalNir Eyal
 
Jobs To Be Done Framework
Jobs To Be Done FrameworkJobs To Be Done Framework
Jobs To Be Done FrameworkRupali Shah
 
Agile UX Research – Ben Ralph
Agile UX Research – Ben RalphAgile UX Research – Ben Ralph
Agile UX Research – Ben RalphBen Ralph
 
Escaping the Build Trap
Escaping the Build Trap Escaping the Build Trap
Escaping the Build Trap Melissa Perri
 
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT
 

What's hot (20)

eMetrics London - The AB Testing Hype Cycle
eMetrics London - The AB Testing Hype CycleeMetrics London - The AB Testing Hype Cycle
eMetrics London - The AB Testing Hype Cycle
 
Human-Centred Design & the Business Model Canvas
Human-Centred Design & the Business Model CanvasHuman-Centred Design & the Business Model Canvas
Human-Centred Design & the Business Model Canvas
 
Introduction to Jobs to Be Done
Introduction to Jobs to Be DoneIntroduction to Jobs to Be Done
Introduction to Jobs to Be Done
 
Understanding real demand with Jobs To Be Done
Understanding real demand with Jobs To Be DoneUnderstanding real demand with Jobs To Be Done
Understanding real demand with Jobs To Be Done
 
The Joy of Data Driven Storytelling
The Joy of Data Driven StorytellingThe Joy of Data Driven Storytelling
The Joy of Data Driven Storytelling
 
User interview workshop
User interview workshopUser interview workshop
User interview workshop
 
User Research 101
User Research 101User Research 101
User Research 101
 
Design thinking 01
Design thinking 01Design thinking 01
Design thinking 01
 
Design for Continuous Experimentation
Design for Continuous ExperimentationDesign for Continuous Experimentation
Design for Continuous Experimentation
 
ChatGPT Guide For Strategists
ChatGPT Guide For StrategistsChatGPT Guide For Strategists
ChatGPT Guide For Strategists
 
UX for XR: Creating User Flows for Mixed Reality
UX for XR: Creating User Flows for Mixed RealityUX for XR: Creating User Flows for Mixed Reality
UX for XR: Creating User Flows for Mixed Reality
 
UXPA 2023: Learn how to get over personas by swiping right on user roles
UXPA 2023: Learn how to get over personas by swiping right on user rolesUXPA 2023: Learn how to get over personas by swiping right on user roles
UXPA 2023: Learn how to get over personas by swiping right on user roles
 
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
Using jobs-to-be-done to design better user experiences (UX Cambridge 2017)
 
Making jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design DrinksMaking jobs-to-be-done actionable / Service Design Drinks
Making jobs-to-be-done actionable / Service Design Drinks
 
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir EyalHooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
 
Jobs To Be Done Framework
Jobs To Be Done FrameworkJobs To Be Done Framework
Jobs To Be Done Framework
 
Agile UX Research – Ben Ralph
Agile UX Research – Ben RalphAgile UX Research – Ben Ralph
Agile UX Research – Ben Ralph
 
Escaping the Build Trap
Escaping the Build Trap Escaping the Build Trap
Escaping the Build Trap
 
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
UX STRAT Online 2021 Presentation by Josephine Scholtes, Microsoft
 
Jobs to be Done:Switch Workshop
Jobs to be Done:Switch WorkshopJobs to be Done:Switch Workshop
Jobs to be Done:Switch Workshop
 

Viewers also liked

Design Research Overview: Bite-sized Usability Testing
Design Research Overview: Bite-sized Usability TestingDesign Research Overview: Bite-sized Usability Testing
Design Research Overview: Bite-sized Usability TestingAngela Obias
 
Juan urrios » la rueda de tu negocio
Juan urrios » la rueda de tu negocioJuan urrios » la rueda de tu negocio
Juan urrios » la rueda de tu negocioJuan Urrios
 
IFRS - Estandares Internacionales de Contabilidad y Reportes Financieros
IFRS - Estandares Internacionales de Contabilidad y Reportes FinancierosIFRS - Estandares Internacionales de Contabilidad y Reportes Financieros
IFRS - Estandares Internacionales de Contabilidad y Reportes FinancierosSandra Rubio DaCosta
 
Resolucion 4380de2015 estab_ed_dificilacceso (1)
Resolucion 4380de2015 estab_ed_dificilacceso (1)Resolucion 4380de2015 estab_ed_dificilacceso (1)
Resolucion 4380de2015 estab_ed_dificilacceso (1)zhenron
 
Africa sub-sahariana: mercato emergente dalle grandi prospettive
Africa sub-sahariana: mercato emergente dalle grandi prospettiveAfrica sub-sahariana: mercato emergente dalle grandi prospettive
Africa sub-sahariana: mercato emergente dalle grandi prospettiveLazio Innova
 
Xat 2006 Paper
Xat 2006 PaperXat 2006 Paper
Xat 2006 Paperroadtomba
 
Knowledge of Unseen - Ilm-e-ghayeb-علم الغيب
Knowledge of Unseen - Ilm-e-ghayeb-علم الغيبKnowledge of Unseen - Ilm-e-ghayeb-علم الغيب
Knowledge of Unseen - Ilm-e-ghayeb-علم الغيبIffu Slides
 
MIDAS Room & Resource Scheduling Software - API Documentation v1.02
MIDAS Room & Resource Scheduling Software - API Documentation v1.02MIDAS Room & Resource Scheduling Software - API Documentation v1.02
MIDAS Room & Resource Scheduling Software - API Documentation v1.02MIDAS
 
Dios siempre tienen una respuesta positiva para todas
Dios siempre tienen una respuesta positiva para todasDios siempre tienen una respuesta positiva para todas
Dios siempre tienen una respuesta positiva para todasJuan David Ruiz Lopez
 
Educar y formar también es tu responsabilidad 41091
Educar y formar también es tu responsabilidad 41091Educar y formar también es tu responsabilidad 41091
Educar y formar también es tu responsabilidad 41091proyecto2013cpe
 
Ferrovial Agroman Cadagua Reclutamiento y Redes Sociales
Ferrovial Agroman Cadagua Reclutamiento y Redes SocialesFerrovial Agroman Cadagua Reclutamiento y Redes Sociales
Ferrovial Agroman Cadagua Reclutamiento y Redes SocialesFerrovial
 
Tmobile multi line-app
Tmobile multi line-appTmobile multi line-app
Tmobile multi line-appjimmiejackson
 
Primers pobladors de menorca
Primers pobladors de menorcaPrimers pobladors de menorca
Primers pobladors de menorcaeduardriudavets
 
3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...
3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...
3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...Orlando Zapateiro
 
Mapa c keila rivas
Mapa c  keila rivasMapa c  keila rivas
Mapa c keila rivasKeilarv
 
L'Avenir | Christophe Chaptal de Chanteloup | La cosmétique
L'Avenir | Christophe Chaptal de Chanteloup | La cosmétiqueL'Avenir | Christophe Chaptal de Chanteloup | La cosmétique
L'Avenir | Christophe Chaptal de Chanteloup | La cosmétiqueChristophe Chaptal de Chanteloup
 

Viewers also liked (20)

Design Research Overview: Bite-sized Usability Testing
Design Research Overview: Bite-sized Usability TestingDesign Research Overview: Bite-sized Usability Testing
Design Research Overview: Bite-sized Usability Testing
 
Juan urrios » la rueda de tu negocio
Juan urrios » la rueda de tu negocioJuan urrios » la rueda de tu negocio
Juan urrios » la rueda de tu negocio
 
IFRS - Estandares Internacionales de Contabilidad y Reportes Financieros
IFRS - Estandares Internacionales de Contabilidad y Reportes FinancierosIFRS - Estandares Internacionales de Contabilidad y Reportes Financieros
IFRS - Estandares Internacionales de Contabilidad y Reportes Financieros
 
Resolucion 4380de2015 estab_ed_dificilacceso (1)
Resolucion 4380de2015 estab_ed_dificilacceso (1)Resolucion 4380de2015 estab_ed_dificilacceso (1)
Resolucion 4380de2015 estab_ed_dificilacceso (1)
 
Jonathan tepper
Jonathan tepperJonathan tepper
Jonathan tepper
 
Africa sub-sahariana: mercato emergente dalle grandi prospettive
Africa sub-sahariana: mercato emergente dalle grandi prospettiveAfrica sub-sahariana: mercato emergente dalle grandi prospettive
Africa sub-sahariana: mercato emergente dalle grandi prospettive
 
Xat 2006 Paper
Xat 2006 PaperXat 2006 Paper
Xat 2006 Paper
 
Knowledge of Unseen - Ilm-e-ghayeb-علم الغيب
Knowledge of Unseen - Ilm-e-ghayeb-علم الغيبKnowledge of Unseen - Ilm-e-ghayeb-علم الغيب
Knowledge of Unseen - Ilm-e-ghayeb-علم الغيب
 
QT073.doc
QT073.docQT073.doc
QT073.doc
 
MIDAS Room & Resource Scheduling Software - API Documentation v1.02
MIDAS Room & Resource Scheduling Software - API Documentation v1.02MIDAS Room & Resource Scheduling Software - API Documentation v1.02
MIDAS Room & Resource Scheduling Software - API Documentation v1.02
 
Dios siempre tienen una respuesta positiva para todas
Dios siempre tienen una respuesta positiva para todasDios siempre tienen una respuesta positiva para todas
Dios siempre tienen una respuesta positiva para todas
 
Educar y formar también es tu responsabilidad 41091
Educar y formar también es tu responsabilidad 41091Educar y formar también es tu responsabilidad 41091
Educar y formar también es tu responsabilidad 41091
 
Ferrovial Agroman Cadagua Reclutamiento y Redes Sociales
Ferrovial Agroman Cadagua Reclutamiento y Redes SocialesFerrovial Agroman Cadagua Reclutamiento y Redes Sociales
Ferrovial Agroman Cadagua Reclutamiento y Redes Sociales
 
Tmobile multi line-app
Tmobile multi line-appTmobile multi line-app
Tmobile multi line-app
 
Primers pobladors de menorca
Primers pobladors de menorcaPrimers pobladors de menorca
Primers pobladors de menorca
 
3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...
3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...
3.SISTEMA RACIONAL DE ALIMENTACION VOISIN-FINCA EL ENSUEÑO. F. MELENDEZ- J. C...
 
Herramientas web 22
Herramientas web 22Herramientas web 22
Herramientas web 22
 
Euroinvest21
Euroinvest21Euroinvest21
Euroinvest21
 
Mapa c keila rivas
Mapa c  keila rivasMapa c  keila rivas
Mapa c keila rivas
 
L'Avenir | Christophe Chaptal de Chanteloup | La cosmétique
L'Avenir | Christophe Chaptal de Chanteloup | La cosmétiqueL'Avenir | Christophe Chaptal de Chanteloup | La cosmétique
L'Avenir | Christophe Chaptal de Chanteloup | La cosmétique
 

Similar to Interviewing Users: Spinning Data Into Gold

Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012Lynne Polischuik
 
HITD 201: Design Thinking - Lecture 2; Empathy and Understanding Users
HITD 201: Design Thinking - Lecture 2; Empathy and Understanding UsersHITD 201: Design Thinking - Lecture 2; Empathy and Understanding Users
HITD 201: Design Thinking - Lecture 2; Empathy and Understanding UsersMark Billinghurst
 
Unfinished Business Workshop: Working with user research data
Unfinished Business Workshop: Working with user research dataUnfinished Business Workshop: Working with user research data
Unfinished Business Workshop: Working with user research dataSteve Portigal
 
UI/UX Foundations - Research
UI/UX Foundations - ResearchUI/UX Foundations - Research
UI/UX Foundations - ResearchMeg Kurdziolek
 
Elicitation Techniques
Elicitation TechniquesElicitation Techniques
Elicitation TechniquesSwati Sinha
 
Qualitative Research Methods in UX design - Markus Heberlein
Qualitative Research Methods in UX design - Markus HeberleinQualitative Research Methods in UX design - Markus Heberlein
Qualitative Research Methods in UX design - Markus Heberleinuxtalktokyo
 
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...Jonathan Steingiesser
 
On target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmgOn target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmgKate Walser
 
TMCA Conference 2010
TMCA Conference 2010TMCA Conference 2010
TMCA Conference 2010PRTM
 
User Research in Practice, by Karri Ojanen
User Research in Practice, by Karri OjanenUser Research in Practice, by Karri Ojanen
User Research in Practice, by Karri Ojanenixdatoronto
 
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution MalmöCollaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution MalmöErika Hall
 
Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)Steve Portigal
 
Personas Demystified 1.0
Personas Demystified 1.0Personas Demystified 1.0
Personas Demystified 1.0Mo Goltz
 
Collaborative Research
Collaborative ResearchCollaborative Research
Collaborative ResearchErika Hall
 
CHI2011 - We've Done All This Research, Now What?
CHI2011 - We've Done All This Research, Now What?CHI2011 - We've Done All This Research, Now What?
CHI2011 - We've Done All This Research, Now What?Steve Portigal
 
HITD 201: Design Thinking Lecture 1 - Introduction
HITD 201: Design Thinking Lecture 1 - IntroductionHITD 201: Design Thinking Lecture 1 - Introduction
HITD 201: Design Thinking Lecture 1 - IntroductionMark Billinghurst
 
You aren't your target market. - UX Research Basics
You aren't your target market. - UX Research BasicsYou aren't your target market. - UX Research Basics
You aren't your target market. - UX Research BasicsAngela Obias
 
Design for Product Managers
Design for Product ManagersDesign for Product Managers
Design for Product ManagersChristina Wodtke
 

Similar to Interviewing Users: Spinning Data Into Gold (20)

Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012
 
HITD 201: Design Thinking - Lecture 2; Empathy and Understanding Users
HITD 201: Design Thinking - Lecture 2; Empathy and Understanding UsersHITD 201: Design Thinking - Lecture 2; Empathy and Understanding Users
HITD 201: Design Thinking - Lecture 2; Empathy and Understanding Users
 
Unfinished Business Workshop: Working with user research data
Unfinished Business Workshop: Working with user research dataUnfinished Business Workshop: Working with user research data
Unfinished Business Workshop: Working with user research data
 
UI/UX Foundations - Research
UI/UX Foundations - ResearchUI/UX Foundations - Research
UI/UX Foundations - Research
 
Elicitation Techniques
Elicitation TechniquesElicitation Techniques
Elicitation Techniques
 
Qualitative Research Methods in UX design - Markus Heberlein
Qualitative Research Methods in UX design - Markus HeberleinQualitative Research Methods in UX design - Markus Heberlein
Qualitative Research Methods in UX design - Markus Heberlein
 
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...
 
On target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmgOn target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmg
 
Introduction to Empathy and Design Research
Introduction to Empathy and Design ResearchIntroduction to Empathy and Design Research
Introduction to Empathy and Design Research
 
TMCA Conference 2010
TMCA Conference 2010TMCA Conference 2010
TMCA Conference 2010
 
User Research in Practice, by Karri Ojanen
User Research in Practice, by Karri OjanenUser Research in Practice, by Karri Ojanen
User Research in Practice, by Karri Ojanen
 
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution MalmöCollaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
 
Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)
 
FindingTheRightPeople_10Mar2011
FindingTheRightPeople_10Mar2011FindingTheRightPeople_10Mar2011
FindingTheRightPeople_10Mar2011
 
Personas Demystified 1.0
Personas Demystified 1.0Personas Demystified 1.0
Personas Demystified 1.0
 
Collaborative Research
Collaborative ResearchCollaborative Research
Collaborative Research
 
CHI2011 - We've Done All This Research, Now What?
CHI2011 - We've Done All This Research, Now What?CHI2011 - We've Done All This Research, Now What?
CHI2011 - We've Done All This Research, Now What?
 
HITD 201: Design Thinking Lecture 1 - Introduction
HITD 201: Design Thinking Lecture 1 - IntroductionHITD 201: Design Thinking Lecture 1 - Introduction
HITD 201: Design Thinking Lecture 1 - Introduction
 
You aren't your target market. - UX Research Basics
You aren't your target market. - UX Research BasicsYou aren't your target market. - UX Research Basics
You aren't your target market. - UX Research Basics
 
Design for Product Managers
Design for Product ManagersDesign for Product Managers
Design for Product Managers
 

More from Steve Portigal

Steve Portigal - The Designer is Present
Steve Portigal - The Designer is PresentSteve Portigal - The Designer is Present
Steve Portigal - The Designer is PresentSteve Portigal
 
Stop Solving Problems!
Stop Solving Problems!Stop Solving Problems!
Stop Solving Problems!Steve Portigal
 
We’ve done all this research, now what?
We’ve done all this research, now what?We’ve done all this research, now what?
We’ve done all this research, now what?Steve Portigal
 
User research: Uncovering compelling insights through interviews
User research: Uncovering compelling insights through interviewsUser research: Uncovering compelling insights through interviews
User research: Uncovering compelling insights through interviewsSteve Portigal
 
Learning from User Research War Stories
Learning from User Research War StoriesLearning from User Research War Stories
Learning from User Research War StoriesSteve Portigal
 
Learning From User Research War Stories
Learning From User Research War Stories Learning From User Research War Stories
Learning From User Research War Stories Steve Portigal
 
We’ve done all this research, now what?
We’ve done all this research, now what?We’ve done all this research, now what?
We’ve done all this research, now what?Steve Portigal
 
User Research War Stories
User Research War StoriesUser Research War Stories
User Research War StoriesSteve Portigal
 
Doorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War StoriesDoorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War StoriesSteve Portigal
 
Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)Steve Portigal
 
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and DesignYes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and DesignSteve Portigal
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is PresentSteve Portigal
 
Beating the Blank Page
Beating the Blank PageBeating the Blank Page
Beating the Blank PageSteve Portigal
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is PresentSteve Portigal
 
Designing for Unmet Needs
Designing for Unmet NeedsDesigning for Unmet Needs
Designing for Unmet NeedsSteve Portigal
 
Designing The Problem
Designing The Problem Designing The Problem
Designing The Problem Steve Portigal
 
EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?Steve Portigal
 
Soft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier WorkSoft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier WorkSteve Portigal
 

More from Steve Portigal (20)

Steve Portigal - The Designer is Present
Steve Portigal - The Designer is PresentSteve Portigal - The Designer is Present
Steve Portigal - The Designer is Present
 
Stop Solving Problems!
Stop Solving Problems!Stop Solving Problems!
Stop Solving Problems!
 
We’ve done all this research, now what?
We’ve done all this research, now what?We’ve done all this research, now what?
We’ve done all this research, now what?
 
User research: Uncovering compelling insights through interviews
User research: Uncovering compelling insights through interviewsUser research: Uncovering compelling insights through interviews
User research: Uncovering compelling insights through interviews
 
Learning from User Research War Stories
Learning from User Research War StoriesLearning from User Research War Stories
Learning from User Research War Stories
 
Learning From User Research War Stories
Learning From User Research War Stories Learning From User Research War Stories
Learning From User Research War Stories
 
We’ve done all this research, now what?
We’ve done all this research, now what?We’ve done all this research, now what?
We’ve done all this research, now what?
 
User Research War Stories
User Research War StoriesUser Research War Stories
User Research War Stories
 
Doorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War StoriesDoorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War Stories
 
Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)
 
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and DesignYes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is Present
 
Beating the Blank Page
Beating the Blank PageBeating the Blank Page
Beating the Blank Page
 
Moments of Influence
Moments of InfluenceMoments of Influence
Moments of Influence
 
Soft Skills Are Hard
Soft Skills Are Hard Soft Skills Are Hard
Soft Skills Are Hard
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is Present
 
Designing for Unmet Needs
Designing for Unmet NeedsDesigning for Unmet Needs
Designing for Unmet Needs
 
Designing The Problem
Designing The Problem Designing The Problem
Designing The Problem
 
EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?
 
Soft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier WorkSoft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier Work
 

Recently uploaded

Karim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppKarim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppNadaMohammed714321
 
Imagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioImagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioAlinaLau2
 
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam SiyoufiHighway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufisiyoufihoussam
 
Understanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's MattersUnderstanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's MattersCre8iveskill
 
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...Pranav Subramanian
 
A complete guide to the design thinking process
A complete guide to the design thinking processA complete guide to the design thinking process
A complete guide to the design thinking processRndexperts
 
UX Writing: How to Boost User Experience With UX Copies
UX Writing: How to Boost User Experience With UX CopiesUX Writing: How to Boost User Experience With UX Copies
UX Writing: How to Boost User Experience With UX CopiesYellowSlice1
 
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...Pranav Subramanian
 
ArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesVellyslav Petrov
 
eCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdfeCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdfswdukle
 
PORTFOLIO 2024 ANASTASIYA KUDINOVA
PORTFOLIO 2024       ANASTASIYA KUDINOVAPORTFOLIO 2024       ANASTASIYA KUDINOVA
PORTFOLIO 2024 ANASTASIYA KUDINOVAAnastasiya Kudinova
 
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...Thomas Schielke
 
White Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdfWhite Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdfDevOut Labs
 
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONPORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONAnastasiya Kudinova
 
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...Pranav Subramanian
 
Map of St. Louis Parks
Map of St. Louis Parks                              Map of St. Louis Parks
Map of St. Louis Parks CharlottePulte
 
The spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenologyThe spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenologyChristopher Totten
 
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDinGeneral Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDinSamar Hossam ElDin Ahmed
 
Interior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioInterior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioRMG Project Studio
 

Recently uploaded (20)

Karim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppKarim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 ppppppppppppppp
 
Imagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioImagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering Portfolio
 
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam SiyoufiHighway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
Highway LOS - Freeway-- Multilane -- highway class 2 & 3 Housam Siyoufi
 
Understanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's MattersUnderstanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's Matters
 
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
 
A complete guide to the design thinking process
A complete guide to the design thinking processA complete guide to the design thinking process
A complete guide to the design thinking process
 
UX Writing: How to Boost User Experience With UX Copies
UX Writing: How to Boost User Experience With UX CopiesUX Writing: How to Boost User Experience With UX Copies
UX Writing: How to Boost User Experience With UX Copies
 
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
TIMBRE: HOW MIGHT WE REMEDY MUSIC DESERTS AND FACILITATE GROWTH OF A MUSICAL ...
 
ArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern Homes
 
ASME B31.4-2022 estandar ductos año 2022
ASME B31.4-2022 estandar ductos año 2022ASME B31.4-2022 estandar ductos año 2022
ASME B31.4-2022 estandar ductos año 2022
 
eCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdfeCultify brand guidelines- Shamika Dukle.pdf
eCultify brand guidelines- Shamika Dukle.pdf
 
PORTFOLIO 2024 ANASTASIYA KUDINOVA
PORTFOLIO 2024       ANASTASIYA KUDINOVAPORTFOLIO 2024       ANASTASIYA KUDINOVA
PORTFOLIO 2024 ANASTASIYA KUDINOVA
 
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
Cities Light Up in Solidarity With Ukraine: From Internationally Synchronized...
 
White Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdfWhite Label Solutions for Digital Agencies | DevOut Labs.pdf
White Label Solutions for Digital Agencies | DevOut Labs.pdf
 
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONPORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
 
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
ALISIA: HOW MIGHT WE ACHIEVE HIGH ENVIRONMENTAL PERFORMANCE WHILE MAINTAINING...
 
Map of St. Louis Parks
Map of St. Louis Parks                              Map of St. Louis Parks
Map of St. Louis Parks
 
The spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenologyThe spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenology
 
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDinGeneral Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
 
Interior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioInterior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project Studio
 

Interviewing Users: Spinning Data Into Gold

  • 1.
  • 4. Today Introduction 9:00 – 9:10 Best Practices Overview 9:10 – 10:00 Methods10:00 – 10:30 Break10:30 – 10:45 Interviewing 10:45 – 11:30 Interviewing Exercise11:30 – 12:15 Lunch! Observation Exercise 1:15 – 2:00 Synthesis 2:00 – 2:45 Break2:45 – 3:00 Ideation3:00 – 4:00 Share4:00 – 4:30 Q&A + Wrap-up 4:30 – 5:00
  • 5. Take a fresh look at people Use existing ideas as hypotheses What to make or do Refine & prototype Launch Iterate & improve Use fieldwork throughout the development cycle Explore new ideas
  • 6. Synthesis & ideation process Fieldwork Synthesis Ideation Development
  • 7. Cultural data from fieldwork Case study: iPod accessories
  • 8. Case study: iPod accessories Portigal Interviewing Users: Spinning Data into Gold 8
  • 9. Research Project – Best Practices Overview
  • 10. What do I mean by “research?” Ethnography Ethnographic interviews Video ethnography Depth-interviews Contextual research Home visits Site visits Experience modeling Design research User research User-centered design One-on-ones Camera studies User safaris
  • 11. What do I mean by “research?” Ethnography Ethnographic interviews Video ethnography Depth-interviews Contextual research Home visits Site visits Experience modeling Design research User research User-centered design One-on-ones Camera studies User safaris What-ever!
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. The Business Question What new products and services can you offer to help partners increase social network stickiness (and thus revenues)? What entertainment activities should you support to tap into a growing middle-class in China?
  • 17. The Research Question What are the motivations, successes, and frustrations for current and prospective users of our partners’ social media sites? How is family life changing in middle-class China? What are the critical digital and analog technologies that are being embraced?
  • 18. Pain points: default research/business question?! While we always uncover so-called pain points, the bigger opportunity may come from understanding why– how did we get here?
  • 19. It may not really be that painful Satisficing(coined by Herbert Simon in 1956) refers to our acceptance of good-enough solutions These can drive engineers and designers crazy…but the real problem isn’t always what it appears to be
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 34. Hater
  • 35. Loyal to competitorTriangulate through multiple perspectives By creating contrast, you reveal key influencing factorsthat you wouldn’t otherwise see
  • 36.
  • 37. Do they even exist?Surface a broader sense – even prior to research – about who is affected by the product and who is being designed for Is your “typical customer” real or aspirational?
  • 38.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 47.
  • 48.
  • 49. Snowball recruiting (participants find more participants)
  • 52.
  • 53. Quick but harder to control and manage
  • 54.
  • 55. For a fee, they will handle sending a check, but I prefer the immediate gratification of an envelope of cash
  • 56.
  • 57.
  • 61. Documentation: photos Plan to take lots of photos They will reveal things you don’t remember noticing Essential for storytelling Make sure you have permission before you start snapping
  • 62.
  • 63. Incentive – what the participant gets but they are not an employee
  • 64. Model release – how images and video will be used
  • 65.
  • 66. Can you influence them to create consumer-friendly, light-weight versions
  • 67.
  • 68. Ask people how they would solve a problem Participatory design Doesn’t mean we implement the requested solution literally “I wish it had a handle” Many ways to solve the underlying need (“I need to move it around”) Designers work with this data to generate alternatives Engage people in the non-literal through games and role-playing Uncover underlying principles and explore areas of opportunity that don’t yet exist
  • 69. Show people a solution Consider the difference betweentestingandexploring Avoid “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Make sure you are asking the right questions What does this solution enable? What problems does it solve? Especially for new products, needed before getting into specifics of your implementation Image from Roberto and Worth1000.com
  • 70. Use a range of methods
  • 81.
  • 84. Principles inform tactics I don't skate to where the puck is, I skate to where the puck is going to be – Wayne Gretzky
  • 85. Fieldwork principles Check your worldview at the door Embrace how other people see the world Build rapport Listen
  • 86.
  • 87.
  • 88. Leave plenty of time so you aren’t rushed when you arrive
  • 89.
  • 90.
  • 91.
  • 92.
  • 93.
  • 94. “Earlier, you told us that…”
  • 95.
  • 96.
  • 97.
  • 98. Use natural language Talk like your subject talks!
  • 99. Don’t make questions pass/fail (1/2) Client: So the concept of transferring, burning, and syncing, can you talk a little about those three concepts? So transfer, burn, and sync. Just do you understand the difference? Interviewee: Transfer, burn, sync. Burn is when I’m actually putting it onto some kind of disc. Okay… Transferring is I guess when I transfer the files from one place to the other. Mm-hmm… Whether it’s to a device or to a different drive or whatever or into the program I guess. And syncing, well, I know the phone always comes up and says it’s syncing, when it’s syncing up to the files or syncing up to the computer or stuff like that. That’s the only time I think I’ve ever really heard that. (cont’d)
  • 100. Don’t make questions pass/fail (2/2) Client: So the only other question I have left in this area is: Would you expect to manually decide what music goes on your devices or would you rather that the machine does it for you? Interviewee: Decide what I want on my…? Let’s say your library is here on this machine, and you have a device, would you want it to put as much as it could put on from the library from the device when it’s connected to your computer? If I could hold it… if the device itself could actually hold all the files, I would love that, if it automatically… Just knew. Just knew that it wasn’t on there, the same thing when…what do you call it - when I have to go into the program and actually have it… downl…uhh, now I’m confused in what I should call it. No, no, don’t worry about it!
  • 101. Don’t presume they accept your world view Client: So, really interesting the sort of things that you as old Derek used to value, such as efficiency of time, and some of those things have now influenced the new Derek. Derek: Right. Steve: Maybe that sort of begs a larger question…We’ve offered you this idea of old versus new you, but how do you think about this transition? Derek:Yeah, I don’t really see it.
  • 102.
  • 103. Find your personal style The Myers-Briggs Type Indicator
  • 104. Questions to gather context and collect details
  • 105. Questions to probe on what’s unsaid
  • 106. Questions to probe on what’s unsaid
  • 107. Questions to uncover mental models
  • 108. Why so many types of questions? Real interviews aren’t as simple as asking a question, getting an answer, and then moving onto the next question in your list. You are unlikely to get to the actual answer without asking a few different questions a few different ways. You need a range of tools and techniques. And you need to feel when you haven’t got to the real answer yet so you can keep going .
  • 109. Prepare for exploding questions Well, my cousin never tells me when she has an updated bank balance so I figured I would handle it myself. That’s why I signed up for the PayPal service, I think it’s them but maybe not. Coping techniques Wait until these issues come up organically, without you having to ask Make notes on your field guide about what you want to loop back to so you don’t forget Triage based on what’s most pressing for your topic Triage based on what makes the best follow-up, to demonstrate listening Why does this matter? Let’s find out what service this is?! Okay. I decided I had to spend the money I had from last month in order to save month’s money and this service was going to help me do that. Even if it’s not the same password that my cousin would be using I don’t understand her financial model… Why does she expect that it would be the same?
  • 110. Exploding questions can lead to a flow state
  • 111.
  • 112. Getting better at interviewing Practice with hallway or other serendipitous micro-interviews Write surveys and participant screeners to practice crafting questions out of the moment How do you get to Carnegie Hall? Practice, man, practice!
  • 113. Participant screeners as asking practice A good way to practice both framing a question and the empathic exercise of thinking through the respondent’s user experience with that question
  • 114. Write and take surveys Develop your own critical eye (and interviewer’s voice) by looking for bad examples and identifying just what’s wrong with them
  • 115. We learn from mistakes and mishaps Collect and share war stories with other interviewers THANX 4 NOTHING KITTEH
  • 116.
  • 117.
  • 118. Each person plays each role once
  • 119. Stay in the exercise!Group debrief
  • 120. Giveaway #1 Everyone gets a license for TechSmith’s screen capture tool Snagit Expect it by email in a couple of weeks Everyone gets 3 tests from UserTesting.com Use code uxworkshop; expires in 2 weeks Draw 2 licenses for TechSmith’sCamtasia (Mac/PC) 1 license for Techsmith’sMorae (PC)
  • 121. Lunch
  • 122. (The rest of) today Introduction 9:00 – 9:10 Best Practices Overview 9:10 – 10:00 Methods10:00 – 10:30 Break10:30 – 10:45 Interviewing 10:45 – 11:30 Interviewing Exercise11:30 – 12:15 Lunch! Observation Exercise 1:15 – 2:00 Synthesis 2:00 – 2:45 Break2:45 – 3:00 Ideation3:00 – 4:00 Share4:00 – 4:30 Q&A + Wrap-up 4:30 – 5:00
  • 124. Homework Check-in Your mission: Dedicate at least half an hour to walking around and observing people in your neighborhood Props to Dylan, Caroline, and David!
  • 125. Homework Check-in Who was able to do the assignment? Was this anyone’s first experience doing observational fieldwork? Is there anyone who has not done user or observational research in the field?
  • 126. Observing Notice what… people, places Notice how… processes, sequences, interactions Suspend your point of view Avoid conclusions Allow confusion Do it “out loud” Steve, practicing his “noticing.” You can tell because he looks like he may be a little confused.
  • 127. You’re observing people within their culture. Notice how cultural artifacts reflect and define the environment; and reveal what is “normal” Normal isn’t “right or wrong” – it’s the set of background rules that define much of what people choose or ignore Media Products Advertisements Street Culture Trends/Fads Cultural context What are they selling?
  • 131. Your mission: Imagine you are working on a project for Gentrific8, looking for ideas to redevelop parts Seattle around downtown and the Central Library. Form groups of 2 – 3. Mix it up Wander and observe people, interactions and environments Do it out loud! Capture (photos, notes) What, who, where, when? Why, how? This is not a design audit of signage or merchandise displays Exercise: Explore!
  • 132. Neighborhood observations: Noe Valley, San Fran
  • 133. Neighborhood observations: Noe Valley, San Fran
  • 135. Be back by 2:25! Exercise: Explore!
  • 136. Synthesis: From data to insights
  • 137. Analysis Synthesis Ideation Solutions Strategies Opportunities Detailed solutions Insights Synthesis & ideation process
  • 138. Fieldwork Synthesis Ideation Development Why a process?
  • 139. Avoid jumping to conclusions
  • 140. DTDT: Analysis vs. Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
  • 141. DTDT: Analysis vs. Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
  • 142. DTDT: Analysis vs. Synthesis The process gradually moves from one to the other Combining multiple pieces into something new e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
  • 143. Analthesis???? Combining multiple pieces into something new e.g., developing themes, implications, opportunities Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
  • 144. Sense-makingthrough an iterativeprocess of refining gathered data Early, Informaldata in your head First, process the experience you had collecting data Refer to debriefs and conversations Articulate and identify themes Outcome: Topline Report Process-based, Formalheavy lifting Then, process the data itself Individual and group analysis Pattern-identification, clustering, models, frameworks Outcome: Opportunities More narratively, what is synthesis? Review, Refine, Rinse, Repeat
  • 145. Synthesis naturally begins inthe field Resist meaning (for now) Focus on observations Get the detail Create time to talk after each fieldwork experience Worksheet to facilitate the debrief Write up real-timesummaries for the team, ASAP In-field debriefing Fieldwork highlights captured in the wild.
  • 146. After fieldwork, collate reflections and quickly externalize a starter set of 5 to 10 thematic areas based on Pre-identified areas of inquiry Refer to debriefs and conversations from the field New patterns that we observed Identify interesting areas; acknowledge that you don’t understand details yet, identify questions Outcome: Topline Report All right researchers… what did you see? Early, informal synthesis (data in your head)
  • 147. This sheds light on what excites the team and the stakeholders and brings focus to the next stage of synthesis The Topline Report
  • 148. Go back through your raw data very closely to move beyond the Topline Report Individually (heads-down) and collaboratively (heads-up) develop clusters, identify patterns, collate and refine findings Process maps, eco-systems Frameworks, models Design implications i.e.: What did other public announcements in the study look like? What are the layers of information and cultural context? What form factors are favored? Why? Process-based, formal synthesis (heavy lifting)
  • 149.
  • 153.
  • 154. Ask yourself questions; give labels; propose solutions
  • 155. Don’t worry about implications, be descriptive and reactiveIndividual analysis (not today…)
  • 156.
  • 157. Heads up! Present each interview (etc.) as a case study. Introduce each, and pick out the provocative highlights. Voice and document reactions, a-has, support and questions Clustering with stickies White-board notes Develop a new shared point-of-view, beyond “findings” Collaborative analysis
  • 158. Easy to scan for patterns and relationships Play with data by rearranging individual elements Lo-fi way to makes data tangible, visible, and sharable Sticky work
  • 159. As you are telling stories, quickly get the key points (notes, themes, observations, quotes) up Code with the source (interview name, etc.) Separate what was observed from what you think it means Write big and try to code visually (e.g. colored dots, colored post-its, symbols) Sticky work
  • 160. Group stuff Be opportunistic, using whatever makes sense at first You may want to re-use your topline headings or you may want to be fresh Initial groupings may be “All things related to shopping” or “what people are doing” or “what people are feeling” or “pain points” Sticky work
  • 161. Sticky work Re-group stuff Now, go back and re-group at a higher level What it means What people are trying to accomplish (i.e., needs/motivations/goals)
  • 162.
  • 163. Spreadsheet analysis enables immersive refinement of data Play with data by generating alternate views of the dataset Rewrite each sticky in a cell (adding commentary, explanation, context, quote) Processing each entry allows further synthesis and thought More individual analysis Categories of columns will vary by project Comment comes from rewritten sticky Tag each comment with person, segment, market etc. to allow you to manipulate data
  • 164. Uncover patterns through additional layers of keywords Prioritize and better understand themes and relationships Search for quotes and evidence as you transition to writing presentation Go back to your data in search of more insights or further inspiration More individual analysis Coding entries with keywords builds a taxonomy for future reference Spreadsheet tools let you see data in different ways Use themes from sticky work and/or presentation sections to reveal relationships and shore up shaky thinking
  • 165. Opportunities are not A reporting of “interesting findings” A list of solutions Opportunities are Change we can envision based on what we heard and observed About people In the context of, but reframing the business questions Generative, inviting many solutions Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems Developing opportunities What should we do?
  • 166. Topline Summary of analthesis activities Opportunities Collaborative Analysis Individual Analysis Individual Analysis Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems Externalize the data in your head The heavy lifting Determine generative directions Play with the entire data set Play with individual data elements
  • 167. Get in groups of 4 Quickly review what happened (today and from your homework) and what you saw. Collate reflections. Resist the urge to move too far towards conclusions Don’t refer to notes or photos yet Keep your own experiences, existing hypotheses, cultural clichés, etc. in the background Develop 3 - 5 themes as a “Topline Report” sketching out the big takeaways, leading into further synthesis Don’t fuss over exact wording Exercise: Develop a topline (7 minutes) All right researchers… what did you see?
  • 168. Evolve your “Topline Report;” flesh out and enrich themes Write your themes and put them up Leave space for new ones Now (!) tell stories from the field (from your neighborhood and today), using photos, notes and memory Rethink the relationships between the themes, pick your strongest themes and write a sentence with a point of view Go from “Graffiti everywhere” and “Teen gangs hanging out” to “Public spaces in the neighborhood are used to communicate identity and belongingness” Exercise: Develop findings (7 minutes)
  • 169. Build on your findings Start each opportunity with a verb Opportunities are not A reporting of “interesting findings” A list of solutions Opportunities are Change we can envision based on what we heard and observe About people In the context of but reframing the business questions Generative, inviting many solutions Exercise: Identify opportunities (7 minutes) Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems What should we do? What should we do?
  • 170. Break!
  • 171. Ideation: From insights to solutions
  • 172. A simple step moves you from Opportunities to Ideation Questions, reframing them into actionable language How can we keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How can we How can we Ideate! Ideation questions
  • 173. Scope of solutions Solutions exist across many different business areas Functionality Visual design Marketing Architecture Public Services Partnerships Events Software Form factor Packaging Policy Retail design Even if you are unlikely to impact certain business areas, it’s crucial that you set that constraint aside for ideation How many business and civic areas to impact can you spot in this picture?
  • 174. Developing strategies Responses to any ideation question can lead in different strategic directions Finding:Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smoke Ideation Question:How can we improve the experience of students who smoke? Support underlying needs and behavior by embracing the finding Question needs and behavior, seek change by challenging the finding Create a protected environment for smoking Eliminate smoking
  • 175. Strategies can inspire solutions Finding:Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smoke Ideation Question:How can we improve the experience of students who smoke? Strategies Create a protected environment for smoking Eliminate smoking Solutions FacilitiesBuild a pavilion AdminAllocate interior room PartnersAlign with nearby cafe OnlineSmoking cessation games AdminBan smoking PartnersStop smoking coaches
  • 176. Solutions can suggest strategies Finding:Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smoke Ideation Question:How can we improve the experience of students who smoke? Strategies Create a protected environment for smoking Eliminate smoking Solutions AdminAllocate interior room AdminBan smoking
  • 177. Collaborative generation This is a collective, out-loud activity! Talk, listen, build on each other’s ideas Don’t worry about a “bad” idea… it may lead to a “good” idea Don’t correct; generate alternatives “Yes, and…” This is a visual activity! Sketch, draw… Quantity over quality; go quickly Individual ideas matter less than what the collective produces overall How can a sour lemon help keep things working smoothly?
  • 178. Stuck? Come up with bad ideas Immoral Dangerous Bad for business
  • 179. Don’t forget your second wind Pace of idea generation Obvious but necessary, problem-solving, need-filling, low-hanging fruit Time
  • 180. Don’t forget your second wind Pace of idea generation Obvious but necessary, problem-solving, need-filling, low-hanging fruit Wacky, transgressive, innovative, breakthrough, weird Time
  • 181. Summary of ideation exercises Questions Business Areas Ideation and Sharing 2 minutes 3 minutes 40 minutes 30 minutes How can we keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How can we How can we Ideate! Shift to “How can we…?” Figure out where we can play Remember, “Yes, and…”
  • 182. Exercise: Ideation questions (2 minutes) Apply How can we…? to each of your Opportunities How can we keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How can we How can we Ideate!
  • 183. Exercise: Business areas (3 minutes) Let’s collectively list possible business areas to design for Think about whatever Gentrific8 could do or affect Use this list as a starting point Functionality Visual design Marketing Architecture Public Services Partnerships Events Software Form factor Packaging Policy Retail design Incentives How many business and civic areas to impact can you spot in this picture?
  • 184. Exercise: Ideation (40 minutes) Use your ideation questions to generate strategies and solutions Out loud Visual Collaborative Consider the range of possible business areas Bounce back and forth between generating strategies and solutions Most ideas will not turn out to be winners; the goal is to practice connecting research data to solutions Apply lemon as needed. Don’t forget your second wind
  • 185. Exercise: Prepare to share (2 minutes) Rapidly align on your team’s best ideas and message Choose a messenger The wise team will choose a bold, expressive spokesperson
  • 189. Small group ranking…and reconciliation Ranking factors may even include how clear the idea is Color indicates voting winner
  • 191. How experts use frameworks Fieldwork Synthesis Ideation Development
  • 192. 2-3 weeks 2-3 weeks 2-3 weeks Who do you want to talk to? What do you want to do with them? Do something with the data! Typical timelines Fieldwork Screening criteria, recruiting Methodology, field guide, stimuli Analysis, synthesis, design Interviews, self-reporting, debriefs When working in tighter timeframes, consider where you want to cut back. Be mindful of the tradeoffs!
  • 193. Going rogue 1 day?! 1 day?! 2 days?!! Who do you want to talk to? What do you want to do with them? Do something with the data! Fieldwork Who can you get? Co-workers, intercepts on the street or in the mall, etc. Wide-eyed observation, winging it Debrief Small sample, massively parallel data gathering
  • 194. Coming in 2012! A book by Steve Portigal The Art and Craft of User Research Interviewing http://rosenfeldmedia.com/books/user-interviews/
  • 195. I’ve got a tip (that you didn’t cover) that works well for me… Yeah, I’ve got a question for ya… One new thing I learned today is…
  • 197. Giveaway #2 Draw 8 Rosenfeld Media titles Steve Krug’s Rocket Surgery Made Easy UserTesting t-shirt(s) etc.
  • 198. Thank you! Portigal Consulting www.portigal.com @steveportigal steve@portigal.com 415-894-2001

Editor's Notes

  1. At each point in the development process, the questions you have are different, and so the ways you utilize research are different. But get out there and talk to customers regularly!
  2. This came up for us in a project where we looked at infant formula – the bottle technology was all about systems, innovation, solving problems. The formula was just power-in-a-can and needed to get out of that frame on their business.
  3. You might pick users that aren’t typical but can speak to the issues you want to address
  4. Accumulate a set of recruiting methods that you can deploy based on the constraints of your project
  5. Try multiple viewpoints (i.e., customer vs. worker)Give it timeAllow yourself to be confused for a whileIdentify what you want to know more aboutWhy?
  6. Avoid: Grouping by solutions to problems.