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EuroIA14 - Well, We've Done All This Research, Now What?

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One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. We’ve long heard the lament “Well, we got this report and it just sat there. We didn’t know what to do with it.” But design research (or ethnography, or user research, or whatever the term du jour may be) has also become standard practice, as opposed to something exceptional or innovative. That means that designers are increasingly involved in using contextual research to inform their design work.

Ongoing acceptance of design research has increased the ranks of designers and others who feel comfortable conducting user research. But analysis and synthesis is a more slippery skill set, and we see how easy it is for teams to ignore (more out of frustration than anything malicious) data that doesn’t immediately seem actionable. This workshop gives people the tools to take control over synthesis and ideation themselves by breaking it down into a manageable framework and process.

Published in: Design

EuroIA14 - Well, We've Done All This Research, Now What?

  1. 1. Well, We’ve Done All This Research, Now What? 1 Steve Portigal @steveportigal
  2. 2. Click Today to edit Master title style Introduction 9:00 – 9:20 Observation Exercise 9:20 – 10:00 Synthesis 10:00 – 10:50 Break 10:50 – 11:10 Ideation 11:10 – 11:50 Share 11:50 – 12:25 Prioritization 12:25 – 12:35 Q&A + Wrap-up 12:35 – 13:00 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  3. 3. Click Available to edit at Master the registration title style table Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ • Well, We’ve Done All This Research, Now What? ‹#› Portigal
  4. 4. Click Use fieldwork to edit Master throughout title style the development cycle Take a fresh look at people Use existing ideas What to make or do as hypotheses Refine & prototype Launch Iterate & improve Explore new ideas Well, We’ve Done All This Research, Now What? ‹#› Portigal
  5. 5. FColicr ks otom eed oitf Musa:s vteerr yti tvlee rsyt yblreief introductions Your name! Your organization! Where you are based! How experienced are you in doing research with users? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  6. 6. Click to edit Master title style Development Synthesis & ideation process Synthesis Ideation Fieldwork Well, We’ve Done All This Research, Now What? ‹#› Portigal
  7. 7. Click to edit Master title style Observation Exercise Well, We’ve Done All This Research, Now What? ‹#› Portigal
  8. 8. Exercise: Click to edit Explore Master and title Observe style Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for redevelopment of The City of Brussels (especially this neighbourhood) Explore In groups of 2 – 3 • Do it out loud! • Capture (photos, notes) • What, who, where, when, why, how? • People, interactions, environments • Functionality but also meaning This is not a design audit of signage or merchandise displays Well, We’ve Done All This Research, Now What? ‹#› Portigal
  9. 9. COlbicske rtovi negdit Master title style 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. Well, We’ve Done All This Research, Now What? ‹#› Portigal
  10. 10. Cultural Click to edit context Master title style 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 What are they selling? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  11. 11. Cluicltku rtaol ecdoint tMexatster title style Well, We’ve Done All This Research, Now What? ‹#› Portigal
  12. 12. Cluicltku rtaol ecdoint tMexatster title style Well, We’ve Done All This Research, Now What? ‹#› Portigal
  13. 13. Cluicltku rtaol ecdoint tMexatster title style Well, We’ve Done All This Research, Now What? ‹#› Portigal
  14. 14. Cluicltku rtaol ecdoint tMexatster title style Well, We’ve Done All This Research, Now What? ‹#› Portigal
  15. 15. Exercise: Click to edit Explore Master and title Observe style Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for redevelopment of The City of Brussels (especially this neighbourhood) Explore In groups of 2 – 3 • Do it out loud! • Capture (photos, notes) • What, who, where, when, why, how? • People, interactions, environments • Functionality but also meaning This is not a design audit of signage or merchandise displays Well, We’ve Done All This Research, Now What? ‹#› Portigal
  16. 16. Exercise: Click to edit Explore! Master title style We resume at 10:00! Well, We’ve Done All This Research, Now What? ‹#› Portigal
  17. 17. Click to edit Master title style Synthesis: From data to insights 10:00 – 10:50 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  18. 18. Click to edit Master title style Detailed solutions Ideation Strategies Solutions Synthesis & ideation process Synthesis Insights Opportunities Analysis Well, We’ve Done All This Research, Now What? ‹#› Portigal
  19. 19. Why Click a to process? edit Master title style Fieldwork Development Synthesis Ideation Well, We’ve Done All This Research, Now What? ‹#› Portigal
  20. 20. ACvlicokid t oju emdpitin Mga tsot ecro ntitclelu sitoynles Well, We’ve Done All This Research, Now What? ‹#› Portigal
  21. 21. CDlTicDkT t:o A endaitl yMsiass vtesr. Stitylen tshteysleis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories Well, We’ve Done All This Research, Now What? ‹#› Portigal
  22. 22. CDlTicDkT t:o A endaitl yMsiass vtesr. Stitylen tshteysleis 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 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  23. 23. CDlTicDkT t:o A endaitl yMsiass vtesr. Stitylen tshteysleis 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 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  24. 24. ACnlicaklt htoe seids?it ?M?a?ster title style 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 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  25. 25. Click More to narratively, edit Master what title is style synthesis? Sense-making through an iterative process of refining gathered data Early, Informal data 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, Formal heavy lifting Then, process the data itself • Individual and group analysis • Pattern-identification, clustering, models, frameworks • Outcome: Opportunities Review, Refine, Rinse, Repeat Well, We’ve Done All This Research, Now What? ‹#› Portigal
  26. 26. In-Click field to debriefing edit Master title style Synthesis naturally begins in the 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-time summaries for the team, ASAP Fieldwork highlights captured in the wild. Well, We’ve Done All This Research, Now What? ‹#› Portigal
  27. 27. Early, Click to informal edit Master synthesis title style (data in your head) 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? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  28. 28. Click The Topline to edit Master Report title style This sheds light on what excites the team and the stakeholders and brings focus to the next stage of synthesis Well, We’ve Done All This Research, Now What? ‹#› Portigal
  29. 29. Click Process-to edit based, Master formal title synthesis style (heavy lifting) 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? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  30. 30. Click Individual to edit analysis Master (not title today) style Heads down! • Video • Photos, field artifacts • Transcripts • DV→MP3→FTP→.docx Transcript analysis • Make marginal notes on patterns, quotes, or what seems interesting • Ask yourself questions; give labels; propose solutions • Don’t worry about implications, be descriptive and reactive Well, We’ve Done All This Research, Now What? ‹#› Portigal
  31. 31. Click Individual to edit analysis Master (not title today) style If you can’t get transcripts, watch video/listen to audio (even sped-up) and in near real-time jot down the rough narrative of the session • When you make an observation in your own voice, do something typographic to call it out (ALL CAPS, highlight, etc.) Well, We’ve Done All This Research, Now What? ‹#› Portigal
  32. 32. Collaborative Click to edit Master analysis title style 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” Well, We’ve Done All This Research, Now What? ‹#› Portigal
  33. 33. Sticky Click to work edit Master title style Easy to scan for patterns and relationships Play with data by rearranging individual elements Lo-fi way to makes data tangible, visible, and sharable Well, We’ve Done All This Research, Now What? ‹#› Portigal
  34. 34. Sticky Click to work edit Master title style 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) Well, We’ve Done All This Research, Now What? ‹#› Portigal
  35. 35. Sticky Click to work edit Master title style 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” Well, We’ve Done All This Research, Now What? ‹#› Portigal
  36. 36. SCtlicky t ow eodrkit Master title style 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) Well, We’ve Done All This Research, Now What? ‹#› Portigal
  37. 37. Sticky Click to work edit Master title style Name your groups These themes are the points of view you will carry forward • Individual stickies are supporting evidence you can return to Well, We’ve Done All This Research, Now What? ‹#› Portigal
  38. 38. PCllaicyk wtoit he dpiot sMsaibsltee rm toitldee slsty alend frameworks The 2 x 2 Relationship to other data Timeline Frequency Well, We’ve Done All This Research, Now What? ‹#› Portigal
  39. 39. Click More to individual edit Master analysis title style (not today) 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 Tag each comment with person, segment, market etc. to allow you to manipulate data Categories of columns will vary by project Comment comes from rewritten sticky Well, We’ve Done All This Research, Now What? ‹#› Portigal
  40. 40. Click to edit Master title style 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 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 What should we do? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  41. 41. Summary Click to edit of Master analthesis title activities style Topline Collaborative Opportunities 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 Individual Analysis Individual Analysis The heavy lifting Play with individual data elements Play with the entire data set Determine generative directions Well, We’ve Done All This Research, Now What? ‹#› Portigal
  42. 42. Click Exercise: to edit Develop Master a title topline style (10 minutes) In groups, identify 3-5 themes • Areas or topics where you have data • Patterns, issues, surprises • Don’t fuss over exact wording Quickly review what you saw in your homework. Resist the urge to move too far towards conclusions • Don’t refer to notes or photos yet • Set your pre-existing hypotheses aside All right researchers… what did you see? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  43. 43. Click Exercise: to edit Develop Master findings title style (10 minutes) Pick your strongest themes and state the problem, articulating your point of view • Move from There’s a lot of choices to Overwhelming choices stop people from quickly finding a transit solution Evolve your “Topline Report” by fleshing out and enriching 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 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  44. 44. Click Exercise: to edit State Master opportunities title style (10 minutes) 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 observed • About people • Generative, not specific, inviting many solutions • In the context of but reframing the business questions 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? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  45. 45. BCrliecakk t!o ( 1e0d:it5 M0 a–s1te1r: 1ti0tl)e style Well, We’ve Done All This Research, Now What? ‹#› Portigal
  46. 46. Click to edit Master title style Ideation: From insights to solutions 11:10 – 11:50 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  47. 47. Ideation Click to edit questions Master title style A simple step moves you from Opportunities to Ideation Questions, reframing them into actionable language How might we keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems Ideate! How might we How might we Well, We’ve Done All This Research, Now What? ‹#› Portigal
  48. 48. Click Scope to of edit solutions Master title style 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? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  49. 49. Developing Click to edit strategies Master title style 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 might we improve the experience of students who smoke? Support underlying needs and behavior by embracing the finding Create a protected environment for smoking Question needs and behavior, seek change by challenging the finding Eliminate smoking Well, We’ve Done All This Research, Now What? ‹#› Portigal
  50. 50. Strategies Click to edit can Master inspire title solutions style Finding: Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smoke Ideation Question: How might we improve the experience of students who smoke? Strategies Eliminate smoking Solutions Create a protected environment for smoking Facilities Build a pavilion Admin Allocate interior room Partners Align with nearby cafe Online Smoking cessation games Admin Ban smoking Partners Stop smoking coaches Well, We’ve Done All This Research, Now What? ‹#› Portigal
  51. 51. Solutions Click to edit can Master suggest title strategies style Finding: Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smoke Ideation Question: How might we improve the experience of students who smoke? Create a protected environment for smoking Strategies Eliminate smoking Admin Allocate interior room Admin Ban smoking Solutions Well, We’ve Done All This Research, Now What? ‹#› Portigal
  52. 52. Collaborative Click to edit Master generation title style 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? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  53. 53. SCtliucckk t?o edit Master title style Come up with bad ideas • Immoral • Dangerous • Bad for business Well, We’ve Done All This Research, Now What? ‹#› Portigal
  54. 54. SCtliucckk t?o edit Master title style Come up with bad ideas • Immoral • Dangerous • Bad for business Well, We’ve Done All This Research, Now What? ‹#› Portigal
  55. 55. TChlicek i dtoe aetdioitn M paroscteers tsitle style Time Pace of idea generation Addressing needs with low-hanging fruit Well, We’ve Done All This Research, Now What? ‹#› Portigal
  56. 56. CDloicnk’t tfoo regdeitt Myoausrt esre ctiotlen ds twyliend Time Pace of idea generation Addressing needs with low-hanging fruit Innovative Breakthrough Wacky Well, We’ve Done All This Research, Now What? ‹#› Portigal
  57. 57. Summary Click to edit of Master ideation title exercises style Questions Business Areas Ideation and Sharing How might we keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems Ideate! How might we How might we Shift to “How might we…?” Figure out where we can play Remember, “Yes, and…” Well, We’ve Done All This Research, Now What? ‹#› Portigal
  58. 58. Click Exercise: to edit Ideation Master questions title style Apply How might we…? to each of your Opportunities How might we keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems Ideate! How might we How might we Well, We’ve Done All This Research, Now What? ‹#› Portigal
  59. 59. Click Exercise: to edit Business Master areas title style 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? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  60. 60. Exercise: Click to edit Ideation Master title style 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 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  61. 61. Exercise: Click to edit Share Master title style Quickly align on your team’s best ideas and message Choose a messenger The wise team will choose a bold, expressive spokesperson Well, We’ve Done All This Research, Now What? ‹#› Portigal
  62. 62. PCrliicokri ttioz aetdioitn M (1a2s:t2e5r t–itl1e2 s:t3y5le) Well, We’ve Done All This Research, Now What? ‹#› Portigal
  63. 63. BCilgic kg rtoou epd vito Mtinagster title style Well, We’ve Done All This Research, Now What? ‹#› Portigal
  64. 64. SCmlicakl lt og reoduipt Mraansktienrg t…itlea nsdty rleeconciliation Color indicates voting winner Ranking factors may even include how clear the idea is Well, We’ve Done All This Research, Now What? ‹#› Portigal
  65. 65. Click to edit Master title style Wrap Up 12:35 – 13:00 Well, We’ve Done All This Research, Now What? ‹#› Portigal
  66. 66. Click to edit Master title style Development How experts use frameworks Synthesis Ideation Fieldwork Well, We’ve Done All This Research, Now What? ‹#› Portigal
  67. 67. TCalickke atow aeydsit Master title style What did you get out of this workshop? How will you apply it? Well, We’ve Done All This Research, Now What? ‹#› Portigal
  68. 68. Click to edit Master title style Thank you! Portigal Consulting www.portigal.com @steveportigal steve@portigal.com +1-415-894-2001 Well, We’ve Done All This Research, Now What? ‹#› Portigal

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