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Designing The Problem

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[Slides and the accompanying audio posted at http://www.portigal.com/blog/designing-the-problem-my-keynote-from-isa14]

Too often we assume that doing research with users means checking in with them to get feedback on the solution we've already outlined. But the biggest value from research is in uncovering the crucial details of the problem that people have; the problem that we should be solving.

As the design practices mature within companies, they need to play an active role in driving the creation of new and innovative solutions to the real unmet needs that people have. In part, driving towards this maturity means looking at one's own culture and realizing the value of being open-minded and curious, not simply confident. This is a challenge to each of us personally and as leaders within our teams and communities.

I will speak about the importance of this evolution and offer some tips to help guide the changes.

Published in: Design
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Designing The Problem

  1. Designing The Problem Steve Portigal @steveportigal 1
  2. Click to edit Master title style Designing the Problem ‹#› Portigal
  3. Click to edit Master title style The User Research Dichotomy Designing the Problem ‹#› Portigal
  4. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Designing the Problem ‹#› Portigal
  5. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Ethnography! Show solutions to people to evaluate if they are desirable, usable, useful Usability Testing! Designing the Problem ‹#› Portigal
  6. CMleictkh otod se dMita Myhaesmter title style (L) Steve Mulder, (R) Liz Sanders Designing the Problem ‹#› Portigal
  7. IC tlhicinkk t oa beoduitt Mit alisktee rt htiitsle style Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Learning about people’s behaviors, beliefs, goals, etc. will help you find opportunities to innovate and reveal if you are on the right track so far. Designing the Problem ‹#› Portigal
  8. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and exploring Avoid asking “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 Designing the Problem ‹#› Portigal
  9. IC wlicoku ltdo leodviet …Master title style Designing the Problem ‹#› Portigal
  10. Click to edit Master title style What Design Can Do Designing the Problem ‹#› Portigal
  11. CMlaickke t oIt eLdoiot kM Gaosotedr title style Designing the Problem ‹#› Portigal
  12. CMlaickke t oIt eUdsiat bMleaster title style Designing the Problem ‹#› Portigal
  13. CMlaickke t oIn efodrimt Mataiosnte Dr etitlilgeh sttfyulle Designing the Problem ‹#› Portigal
  14. CMlaickke t oA ne dEixt pMearsietnerc eti tDlee slitgyhletful Designing the Problem ‹#› Portigal
  15. ECxlicpklo troe eHdoitw M Ita Cstoeur ltdit lBe estyle Designing the Problem ‹#› Portigal
  16. ECxlicpklo troe eWdhit aMt aIts Cteoru tlidtl eB setyle Designing the Problem ‹#› Portigal
  17. CRleicfrka tmoe e dWith Mo aWstee rA trietle style Designing the Problem ‹#› Portigal
  18. ICnlnicokv taot ee*dit Master title style Use design to connect with Products Services Experiences Brand who we are Values Passions Talent what people are about Needs Values Beliefs Desires * Without worrying too much about defining that word Designing the Problem ‹#› Portigal
  19. CMlaictku rtioty e Mdoit dMeal ster title style Jess McMullin Designing the Problem ‹#› Portigal
  20. Click to edit Master title style Do User Research Designing the Problem ‹#› Portigal
  21. SCplicekn dto t iemdeit wMiaths tpeer otiptllee style Designing the Problem ‹#› Portigal
  22. CDloicnk’t tloo oekd itto M thaesmte rf otirt ldee sstyiglen solutions Designing the Problem ‹#› Portigal
  23. CDlriicvke tdoe ecdisiti oMnas swteitrh t iitnles isgthytle Designing the Problem ‹#› Portigal
  24. TChlicek r etos oeudrict eMsa csotenrv teitrlsea stitoynle 2–3 weeks 2–3 weeks 2–3 weeks Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Screening criteria, recruiting Methodology, field guide, stimuli Analysis, synthesis, design Interviews, self-reporting, debriefs Designing the Problem ‹#› Portigal
  25. PCllaicnk ftoor etrdaitd Meoafsfster title style Who do you want to talk to? 1 day 1 day 2 days What do you want to do with them? Fieldwork Do something with the data! Who can you get? Co-workers, intercepts on the street Wide-eyed observation, winging it Small sample, Debrief massively parallel data gathering Designing the Problem ‹#› Portigal
  26. TChlicisk i ston ’et daibt oMuat sgteetrt itnitgle p setyrmleission Designing the Problem ‹#› Portigal
  27. YColicuk a troe endoitt Myoausrt eurs etitrlse style Designing the Problem ‹#› Portigal
  28. Yes you can Click to edit Master title style Discount code ISA14BA Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing the Problem ‹#› Portigal
  29. Click to edit Master title style It’s About Us Designing the Problem ‹#› Portigal
  30. ICnldicivki dtou aeldlyit (Mskailslste) ra tnitdle c sotlylelectively (culture) Designing the Problem ‹#› Portigal
  31. CWliec kc aton eddeivt eMloaps toeur rt iotlwe ns t“ypleresence” Being aware of and connected to the present moment - and only the present moment. Designing the Problem ‹#› Portigal
  32. CWliec kc aton eddeivt eMloaps toeur rt iotlwe ns t“ypleresence” Being aware of your own thoughts and feelings…so you can make choices about how to act Being aware of and connected to the present moment - and only the present moment. Designing the Problem ‹#› Portigal
  33. SCeliclfk-a two aerdeint eMsass itse ra tmitleu ssctylele that grows with time Why Self-Awareness Is the Secret Weapon for Habit Change – 99U, Aug 13, 2014 It’s human nature to first experience and then explain. Catching ourselves before we engage in our typical default reactions is one of the greatest challenges of our lives, but when done relentlessly and with discipline and moments of reflection, mindfulness ensues. The pursuit of self-awareness is difficult and requires dedication. http://99u.com/30437 Designing the Problem ‹#› Portigal
  34. TChlicisk i sto i medpiot rMtaanstt etor utitsle style Designing the Problem ‹#› Portigal
  35. SCelicvke nto A ettditiut dMeass otef rM tiitnled fsutlynleess Non-judging We bring our own ideas to a situation. We can notice our own thoughts but not act on them. Patience Things happen in their own way and in their own time. Beginner’s Mind Approach a situation having let go of what we already think we “know.” Trust Look to yourself – even if you make mistakes – rather than outside yourself. Non-striving Not trying to make things different but just allowing them to be as they are. Acceptance Seeing things as they are, now. Letting Go/Non-attachment Not holding on to how you want things to be. Adapted from Full Catastrophe Living by Jon Kabat-Zinn Designing the Problem ‹#› Portigal
  36. ICnl iicnkte torv eiedwits M, tahset e“er xtiptlleo dsitnygle questions” • Wait until these issues come up organically, without 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 – e.g., emotional cues Designing the Problem ‹#› Portigal
  37. ECmlicpka ttoh yedit Master title style Designing the Problem ‹#› Portigal
  38. CMliincdk ftuoln eedsist Manads teemr tpitalet hsytyle An Appeal to Our Inner Judge – NYT, Aug 2, 2014 Recognize and accept that you have biases. Develop the capacity to observe yourself in action and to notice when certain people or circumstances serve as triggers. Learning to slow down decision-making, especially when it affects other people, can help reduce the impact of bias. This can be particularly important when we are in circumstances that make us feel awkward or uncomfortable. http://nyti.ms/1xZb4vw Designing the Problem ‹#› Portigal
  39. CMliincdk ftuoln eedsist Manads teemr tpitalet hsytyle No Time to Think – NYT, July 25, 2014 Studies suggest that [a lack of presence] impairs your ability to empathize with others. “The more in touch with my own feelings and experiences, the richer and more accurate are my guesses of what passes through another person’s mind. Feeling what you feel is an ability that atrophies if you don’t use it.” http://nyti.ms/1pzBHFt Designing the Problem ‹#› Portigal
  40. CWliec ka rteo beoduit nMda bsyte oru trit laes sptiyraletions/inspirations We think we know what the solution is. We think we know what other people are about. We can’t hear them. We design for our “vision” not for their needs. Designing the Problem ‹#› Portigal
  41. CWlihcakt tAob eoduitt MChaasntegri ntigtl eC sutlytulere? To start a culture change we need to do two 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 by Peter Bregman http://bit.ly/1EbDo0S Designing the Problem ‹#› Portigal
  42. CWlihcakt tAob eoduitt MChaasntegri ntigtl eC sutlytulere? Flickr user dougbelshaw Designing the Problem ‹#› Portigal
  43. CHleicrek’ sto w ehdaitt MI’da slitkeer ttoit leyo suty tlaeke away Use design to connect with Products Services Experiences Brand who we are Values Passions Talent what people are about Needs Values Beliefs Desires Designing the Problem ‹#› Portigal
  44. Click to edit Master title style Thank you! Portigal Consulting www.portigal.com @steveportigal steve@portigal.com +1-415-894-2001 Designing the Problem ‹#› Portigal
  45. No deje de completar su evaluación online isa.ixda.org/encuesta ¡Muchas gracias! Designing the Problem Steve Portigal

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