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Discover and act on insights about people

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Discover and act on insights about people

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Some of the most effective ways of understanding what customers want or need – going out and talking to them – are surprisingly indirect. Insights produced by these methods impact two facets of innovation: first as information that informs the development of new products and services, and second as catalysts for internal change. Steve discusses methods for exploring both solutions and needs and explores how an understanding of culture (yours and your customers) can drive design and innovation.

Some of the most effective ways of understanding what customers want or need – going out and talking to them – are surprisingly indirect. Insights produced by these methods impact two facets of innovation: first as information that informs the development of new products and services, and second as catalysts for internal change. Steve discusses methods for exploring both solutions and needs and explores how an understanding of culture (yours and your customers) can drive design and innovation.

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Discover and act on insights about people

  1. Discover and Act on 1 Insights About People
  2. In this session… Click to edit Master title style Some of the most effective ways of understanding what customers want or need – going out and talking to them – are surprisingly indirect. Insights produced by these methods impact two facets of innovation: first as information that informs the development of new products and services, and second as catalysts for internal change. UXLX @steveportigal Portigal
  3. Madness in Master title Click to edit methods style Ethnography Ethnographic interviews Video ethnography Depth-interviews Contextual research Home visits Site visits Experience modeling Design research User-centered design One-on-ones Camera studies User safaris UXLX @steveportigal Portigal
  4. Madness in Master title Click to edit methods style Ethnography Ethnographic interviews Video ethnography What-ever! Depth-interviews Contextual research Home visits Site visits Experience modeling Design research User-centered design One-on-ones Camera studies User safaris UXLX @steveportigal Portigal
  5. Whatever you want to call it… Click to edit Master title style Examine people, ideally in their own context Gather their stories What are they doing? What does it mean? Synthesize the stories Find the patterns and connections Apply to business and design problems Create new stories that reframe how the organization talks and thinks Use products, services, packaging, design to manifest that new story in the marketplace UXLX @steveportigal Portigal
  6. “Examine” using a title style Click to edit Masterrange of methods Interview “Tell us about how you’re using this product…” Tasks “Can you draw me a map of your computer network?” Participation “Can you show me how I should make a Whopper?” Demonstration “Show us how you update your playlists.” “I’ll be the customer and you be the receptionist, and you Role-playing show me how they should respond.” UXLX @steveportigal Portigal
  7. “Examine” using a title style Click to edit Masterrange of methods Participant takes regular digital photos or fills out a booklet Logging documenting their activities Participant saves up all their junk mail for two weeks to Homework prompt our discussion Stimuli Review wireframes, prototypes, simulations, storyboards What’s in your wallet? What’s in your fridge? Exercises Sketch your idealized solution UXLX @steveportigal Portigal
  8. Ask how they would solve a Click to edit Master title styleproblem Participatory design Engage people in the non- Doesn’t mean we implement the literal through games and requested solution literally role-playing “I wish it had a handle” Uncover underlying principles Many ways to solve the underlying and explore areas of need (“I need to move it around”) opportunity that don’t yet exist Designers work with this data to generate alternatives UXLX @steveportigal Portigal
  9. Show people a solution Click to edit Master title style There’s a difference between testing and exploring Avoid “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Make sure you are asking the right questions What does this solution enable? What problems does it solve? For new products especially, you need this info before implementation specifics UXLX @steveportigal Portigal
  10. Observing pain points Click to edit Master title style While we always uncover so-called pain points, bigger opportunities may come from understanding why – how did we get here? UXLX @steveportigal Portigal
  11. It may not really be title painful Click to edit Master that style 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 UXLX @steveportigal Portigal
  12. Click to edit Master title style UXLX @steveportigal Portigal
  13. Choosing what types of people Click to edit Master title style to study Typically, start with the people you want to design for Also consider people who can articulate a point of view Early adopters, lead users, analogous or adjacent users Triangulate through multiple perspectives People who haven’t done “it” yet People who stopped doing “it” By creating contrast you reveal key influencing factors that you wouldn’t otherwise see UXLX @steveportigal Portigal
  14. The to edit Master teachable Clicktechniques are title style The UX community offers up a bountiful supply of webinars, books, workshops, and conferences to help develop mastery of the tools What tools is your team adept at? What skills do you need to build? UXLX @steveportigal Portigal
  15. But for edit Master title style Click tomany organizations, this is a cultural shift A shift in what we think the customer’s problem is Are we open to uncovering other problems? A shift in what we think the solution is Are we open to considering other solutions? Is your organization committed to creating the kinds of experiences people are seeking? We must be comfortable with ambiguity How tolerant are you with not knowing the answer at different points in the process? How tolerant are you for qualitative data and its rich stories and insights? UXLX @steveportigal Portigal
  16. Stories edit Master title style Click to make culture change happen To start a culture change we need to do two simple things: 1. Do dramatic story-worthy things that represent the culture we want to create. Then let other people tell stories about it. 2. Find other people who do story-worthy things that represent the culture we want to create. Then tell stories about them. We can change our stories and be changed by them. From A Good Way to Change a Corporate Culture, Peter Bregman, HBR blog UXLX @steveportigal Portigal
  17. Make the case (for title style Click to edit Master outcomes, not process) Don’t lead with “We have to talk to customers!” First investigate to understand What information does the team need to do their work? Do they have that information? What has been tried? What worked? What didn’t work? Why? Your recommended approach must be rooted in that context. Your emphasis is on solving the business problem. UXLX @steveportigal Portigal
  18. Prochaska Master title style Click to edit& Diclemente’s Stages of Change Image: @symplicit and @jodiemoule UXLX @steveportigal Portigal
  19. Diagnose, then target response Click to edit Master title style Tactics: http://www.cellinteractive.com/ucla/physcian_ed/stages_change.html Image: @symplicit and @jodiemoule UXLX @steveportigal Portigal
  20. “Research” Master title style Click to edit playing nicely with “design” Understand Create UXLX @steveportigal Portigal
  21. “Research” Master title style Click to edit playing nicely with “design” Create Understand Create Create Create UXLX @steveportigal Portigal
  22. “Research” Master title style Click to edit playing nicely with “design” Understand Create Understand Create Understand Create Understand Create UXLX @steveportigal Portigal
  23. Make ideation part title style Click to edit Masterof research UXLX @steveportigal Portigal
  24. Consider resources Click to edit Master title style 2-3 weeks 2-3 weeks 2-3 weeks Who do you What do you Do want to talk want to do Fieldwork something to? with them? with the data! Screening Methodology, Interviews, self- Analysis, criteria, recruiting field guide, reporting, synthesis, design stimuli debriefs Educate others what it takes to accomplish this. Resistance may be based on naïve assumptions (e.g., seeing “every” customer). UXLX @steveportigal Portigal
  25. When time Master title style Click to editis a constraint 1 day?! 1 day?! 2 days?!! Who do you What do you Do want to talk want to do Fieldwork something to? with them? with the data! Who can you Wide-eyed Small sample, Debrief get? Co-workers, observation, massively intercepts on the winging it parallel data street or in the gathering mall, etc. Make your stakeholders aware of tradeoffs. Develop expertise in project planning and propose the right-size approach. UXLX @steveportigal Portigal
  26. Cultural insights drive culture Click to edit Master title style change & innovation Even in re-creating an ordinary task, a concern about being “rude” Latent behavior that participant was barely aware of Revealed crucial framework that drove biggest opportunities for our client – even if they were unwilling to acknowledge them at first UXLX @steveportigal Portigal
  27. Coming up! Click to edit Master title style A book by Steve Portigal The Art and Craft of User Research Interviewing http://rosenfeldmedia.com/books/user-interviews/ Share your fieldwork War Stories http://www.portigal.com/series/WarStories/ UXLX @steveportigal Portigal
  28. Click to edit Master title style Thank you! Portigal Consulting @steveportigal www.portigal.com steve@portigal.com UXLX @steveportigal +1-415-894-2001 Portigal

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