Unfinished Business Workshop: Working with user research data

Working with user research data,[object Object]

Agenda,[object Object],10:00 – 12:00 Turning field data into insights,[object Object],Introduction 15 minutes ,[object Object],Observation Process 15 minutes ,[object Object],Fieldwork Exercise 60 minutes,[object Object],Storytelling 30 minutes ,[object Object],Lunch!,[object Object],12:30 – 3:00 Turning insights into solutions,[object Object],Synthesis Process 15 minutes ,[object Object],Synthesis Exercise 45 minutes ,[object Object],Ideation Process 10 minutes ,[object Object],Ideation Exercise 65 minutes ,[object Object],Wrap Up 15 minutes ,[object Object]

Typical development lifecycle,[object Object],What to make or do,[object Object],Refine & prototype,[object Object],Launch,[object Object],Iterate & improve,[object Object]

Where we work,[object Object],Take a fresh look at people,[object Object],What to make or do,[object Object],Refine & prototype,[object Object],Launch,[object Object],Iterate & improve,[object Object]

Where we work,[object Object],Use existing ideas as hypotheses,[object Object],What to make or do,[object Object],Refine & prototype,[object Object],Launch,[object Object],Iterate & improve,[object Object]

Where we work,[object Object],Is it working like we hoped?,[object Object],What to make or do,[object Object],Refine & prototype,[object Object],Launch,[object Object],Iterate & improve,[object Object]

Where we work,[object Object],What to make or do,[object Object],Refine & prototype,[object Object],Launch,[object Object],History provides context to explore new ideas,[object Object],Iterate & improve,[object Object]

Synthesis & ideation process,[object Object],Fieldwork,[object Object],Synthesis,[object Object],Ideation,[object Object],Development,[object Object]

Analysis,[object Object],Synthesis,[object Object],Ideation,[object Object],Solutions,[object Object],Strategies,[object Object],Opportunities,[object Object],Detailed solutions,[object Object],Insights,[object Object],Synthesis & ideation process,[object Object]

Cultural data from fieldwork,[object Object],Case study: iPod accessories,[object Object]

Homework Check-in,[object Object],Your mission: Dedicate at least half an hour to walking around and observing people in your neighborhood,[object Object],Who was able to do the assignment?,[object Object],Was this anyone’s first experience doing observational fieldwork?,[object Object],Is there anyone who has not done user or observational research in the field?,[object Object],Props to Evi!,[object Object]

Methods & inputs (not today…),[object Object],Generally we integrate methods, aka triangulation,[object Object],We choose, mash-up, or create methods based on the problem. Today we’re doing an abbreviated version of observational fieldwork,[object Object],Portigal,[object Object],Unfinished Business,[object Object],14,[object Object]

Observing,[object Object],Notice what… people, places,[object Object],Notice how… processes, sequences, interactions,[object Object],Suspend your point of view,[object Object],Avoid conclusions,[object Object],Allow confusion,[object Object],Do it “out loud”,[object Object],Steve, practicing his “noticing.” You can tell because he looks like he may be a little confused.,[object Object]

You’re observing people within their culture. Notice how cultural artifacts reflect and define the environment; and reveal what is “normal”,[object Object],Normal isn’t “right or wrong” – it’s the set of background rules that define much of what people choose or ignore,[object Object],Media,[object Object],Products,[object Object],Advertisements,[object Object],Street Culture,[object Object],Trends/Fads,[object Object],Cultural context,[object Object],What are they selling?,[object Object]

Cultural context,[object Object],Portigal,[object Object],Unfinished Business,[object Object],17,[object Object]

Cultural context,[object Object],Portigal,[object Object],Unfinished Business,[object Object],18,[object Object]

Cultural context,[object Object]

Synthesis naturally begins inthe field,[object Object],Resist meaning (for now),[object Object],Focus on observations,[object Object],Get the detail,[object Object],Create time to talk after each fieldwork experience,[object Object],Over multiple sessions and participants, over time,[object Object],Write up real-timesummaries for the team, ASAP,[object Object],In-field debriefing (not today…),[object Object],Fieldwork highlights captured in the wild.,[object Object]

Your mission: Imagine you are working on a project for Gentrific8, looking for ideas to redevelop Dunbat/Alexandra Park.,[object Object],Form groups of 2 – 3. Mix it up,[object Object],Wander and observe people, interactions and environments,[object Object],Do it out loud!,[object Object],Capture (photos, notes),[object Object],What, who, where, when?,[object Object],Why, how?,[object Object],This is not a design audit of signage or merchandise displays,[object Object],Exercise: Explore! ,[object Object],Image: Sanderson Public Library, a Creative Commons Attribution Non-Commercial No-Derivative-Works (2.0) image from stqcb'sphotostream,[object Object],http://www.rapdict.org/Alexandra_Park,[object Object]

Neighborhood observations: Noe Valley, San Fran,[object Object],Portigal,[object Object],Unfinished Business,[object Object],22,[object Object]

Neighborhood observations: Noe Valley, San Fran,[object Object],Portigal,[object Object],Unfinished Business,[object Object],23,[object Object]

Neighborhood observations: Montara, California,[object Object],Portigal,[object Object],Unfinished Business,[object Object],24,[object Object]

Be back by 11:30 to share some stories!,[object Object],Exercise: Explore! ,[object Object]

What happened? What did you see? What did you feel?,[object Object],Tell stories,[object Object]

Sense-making through an iterative process of refining gathered data,[object Object],Early, Informaldata in your head,[object Object],First, process the experience you had collecting data,[object Object],Refer to debriefs and conversations,[object Object],Articulate and identify themes,[object Object],Outcome: Topline Report,[object Object],Process-based, Formalheavy lifting,[object Object],Then, process the data itself,[object Object],Individual and group analysis,[object Object],Pattern-identification, clustering, models, frameworks,[object Object],Outcome: Opportunities,[object Object],What is synthesis?,[object Object],Review, Refine, Rinse, Repeat,[object Object]

After fieldwork, collate reflections and quickly externalize a starter set of 5 to 10 thematic areas based on,[object Object],Pre-identified areas of inquiry,[object Object],Refer to debriefs and conversations from the field,[object Object],New patterns that we observed,[object Object],Identify interesting areas; acknowledge that you don’t understand details yet, identify questions,[object Object],Outcome: Topline Report,[object Object],This sheds light on what excites the team and the stakeholders; brings focus to the next stage of synthesis,[object Object],All right researchers… what did you see?,[object Object],Early, informal synthesis (data in your head),[object Object]

Go back through your raw data very closely to move beyond the Topline Report ,[object Object],Individually (heads-down) and collaboratively (heads-up) develop clusters, identify patterns, collate and refine findings,[object Object],Process maps, eco-systems,[object Object],Frameworks, models,[object Object],Design implications,[object Object],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?,[object Object],Process-based, formal synthesis (heavy lifting),[object Object]

Heads down!,[object Object],[object Object]

TranscriptsTranscript analysis,[object Object],[object Object]

Ask yourself questions; give labels; propose solutions

Don’t worry about implications, be descriptive and reactiveIndividual analysis (not today…),[object Object]

If you can’t get transcripts, watch video (even sped-up) and in near real-time jot down the rough narrative of the session,[object Object],[object Object],Individual analysis (not today…),[object Object]

Heads up! ,[object Object],Tell stories, narrate highlights, give each its due. Use notes, transcripts, and other artifacts ,[object Object],Voice and document reactions, a-has, support and questions,[object Object],Clustering,[object Object],White-board notes,[object Object],Develop a new shared point-of-view, beyond “findings”,[object Object],Outcome: Opportunities,[object Object],No discussion of the synthesis process would be complete without a reference to Post-It ® Notes,[object Object],Collaborative analysis,[object Object]

Opportunities are not ,[object Object],A reporting of “interesting findings” ,[object Object],A list of solutions,[object Object],Opportunities are,[object Object],Change we can envision based on what we heard and observe,[object Object],About people,[object Object],In the context of but reframing the business questions,[object Object],Generative, inviting many solutions,[object Object],Keep the human touch in communication,[object Object],Allow people to move seamlessly between places,[object Object],Allow people to integrate seamlessly across different devices and systems,[object Object],Developing opportunities,[object Object],What should we do?,[object Object]

Topline Collaborative Analysis Opportunities,[object Object],10 minutes 10 minutes 15 minutes,[object Object],Keep the human touch in communication,[object Object],Allow people to move seamlessly between places,[object Object],Allow people to integrate seamlessly across different devices & systems,[object Object],Summary of synthesis exercises,[object Object],Externalize the data in your head,[object Object],Share the heavy lifting,[object Object],Determine generative directions,[object Object]

After fieldwork, join forces with another group,[object Object],Quickly review what happened (today and from your homework) and what you saw. Collate reflections. Resist the urge to move too far towards conclusions,[object Object],Don’t refer to notes or photos yet,[object Object],Keep your own experiences, existing hypotheses, cultural clichés, etc. in the background,[object Object],Develop 3 - 5 themes as a “Topline Report” sketching out the big takeaways, leading into further synthesis,[object Object],Don’t fuss over exact wording,[object Object],Exercise: Develop a topline (10 minutes),[object Object],All right researchers… what did you see?,[object Object]

Evolve your “Topline Report;” flesh out and enrich themes,[object Object],Write your themes and put them up,[object Object],Leave space for new ones too,[object Object],Now (!) tell stories from the field (from your neighborhood and today), using photos, notes and memory,[object Object],Rethink the relationships between the themes, pick your strongest themes and write a sentence with a point of view,[object Object],Go from “Graffiti everywhere” and “Teen gangs hanging out” to “Public spaces in the neighborhood are used to communicate identity and belongingness”,[object Object],Exercise: Develop findings (10 minutes),[object Object]

Build on your findings,[object Object],Start each opportunity with a verb,[object Object],Opportunities are not ,[object Object],A reporting of “interesting findings” ,[object Object],A list of solutions,[object Object],Opportunities are,[object Object],Change we can envision based on what we heard and observe,[object Object],About people,[object Object],In the context of but reframing the business questions,[object Object],Generative, inviting many solutions,[object Object],Exercise: Identify opportunities (10 minutes),[object Object],Keep the human touch in communication,[object Object],Allow people to move seamlessly between places,[object Object],Allow people to integrate seamlessly across different devices and systems,[object Object],Keep the human touch in communication,[object Object],Allow people to move seamlessly between places,[object Object],Allow people to integrate seamlessly across different devices and systems,[object Object],What should we do?,[object Object],What should we do?,[object Object]

Exercise: Pitch it back!,[object Object]

A simple step moves you from Opportunities to Ideation Questions, reframing them into actionable language ,[object Object],How can we,[object Object],keep the human touch in communication,[object Object],allow people to move seamlessly between places,[object Object],allow people to integrate seamlessly across different devices and systems,[object Object],How can we,[object Object],How can we,[object Object],Ideate!,[object Object],Ideation questions,[object Object]

Scope of solutions,[object Object],Solutions exist across many different business areas ,[object Object],Functionality,[object Object],Visual design,[object Object],Marketing,[object Object],Architecture,[object Object],Public Services,[object Object],Partnerships,[object Object],Events,[object Object],Software,[object Object],Form factor,[object Object],Packaging,[object Object],Policy,[object Object],Retail design,[object Object],Even if you are unlikely to impact certain business areas, it’s crucial that you set that constraint aside for ideation,[object Object],How many business and civic areas to impact can you spot in this picture?,[object Object]

Developing strategies,[object Object],Responses to any ideation question can lead in different strategic directions,[object Object],Finding:Students have to smoke outside, but they get cold and wet ,[object Object],Opportunity: Improve the experience of students who smoke,[object Object],Ideation Question:How can we improve the experience of students who smoke?,[object Object],Support underlying needs and behavior by embracing the finding,[object Object],Question needs and behavior, seek change by challenging the finding,[object Object],Create a protected environment for smoking,[object Object],Eliminate smoking,[object Object]

Strategies can inspire solutions,[object Object],Finding:Students have to smoke outside, but they get cold and wet ,[object Object],Opportunity: Improve the experience of students who smoke,[object Object],Ideation Question:How can we improve the experience of students who smoke?,[object Object],Strategies,[object Object],Create a protected environment for smoking,[object Object],Eliminate smoking,[object Object],Solutions,[object Object],FacilitiesBuild a pavilion,[object Object],AdminAllocate interior room,[object Object],PartnersAlign with nearby cafe,[object Object],OnlineSmoking cessation games,[object Object],AdminBan smoking,[object Object],PartnersStop smoking coaches,[object Object]

Solutions can suggest strategies,[object Object],Finding:Students have to smoke outside, but they get cold and wet ,[object Object],Opportunity: Improve the experience of students who smoke,[object Object],Ideation Question:How can we improve the experience of students who smoke?,[object Object],Strategies,[object Object],Create a protected environment for smoking,[object Object],Eliminate smoking,[object Object],Solutions,[object Object],AdminAllocate interior room,[object Object],AdminBan smoking,[object Object]

Collaborative generation,[object Object],This is a collective, out-loud activity! Talk, listen, build on each other’s ideas,[object Object],Don’t worry about a “bad” idea… it may lead to a “good” idea,[object Object],Don’t correct; generate alternatives,[object Object],“Yes, and…”,[object Object],This is a visual activity! Sketch, draw…,[object Object],Quantity over quality; go quickly,[object Object],Individual ideas matter less than what the collective produces overall,[object Object],How can a sour lemon help keep things working smoothly?,[object Object]

Stuck?,[object Object],Come up with bad ideas,[object Object],Immoral,[object Object],Dangerous,[object Object],Bad for business,[object Object]

Summary of ideation exercises,[object Object],Questions Business Areas Ideation and Sharing,[object Object], 2 minutes 3 minutes 45 minutes,[object Object],How can we,[object Object],keep the human touch in communication,[object Object],allow people to move seamlessly between places,[object Object],allow people to integrate seamlessly across different devices and systems,[object Object],How can we,[object Object],How can we,[object Object],Ideate!,[object Object],Shift to “How can we…?”,[object Object],Figure out where we can play,[object Object],Remember, “Yes, and…”,[object Object]

Exercise: Ideation questions (2 minutes),[object Object],Apply How can we…? to each of your Opportunities,[object Object],How can we,[object Object],keep the human touch in communication,[object Object],allow people to move seamlessly between places,[object Object],allow people to integrate seamlessly across different devices and systems,[object Object],How can we,[object Object],How can we,[object Object],Ideate!,[object Object]

Exercise: Business areas (3 minutes),[object Object],Let’s collectively list possible business areas to design for,[object Object],Think about whatever Gentrific8 could do or affect,[object Object],Use this list as a starting point,[object Object],Functionality,[object Object],Visual design,[object Object],Marketing,[object Object],Architecture,[object Object],Public Services,[object Object],Partnerships,[object Object],Events,[object Object],Software,[object Object],Form factor,[object Object],Packaging,[object Object],Policy,[object Object],Retail design,[object Object],Incentives,[object Object],How many business and civic areas to impact can you spot in this picture?,[object Object]

Exercise: Ideation (45 minutes),[object Object],Use your ideation questions to generate strategies and solutions,[object Object],Out loud,[object Object],Visual,[object Object],Collaborative,[object Object],Consider the range of possible business areas,[object Object],Bounce back and forth between generating strategies and solutions,[object Object],Most ideas will not turn out to be winners; the goal is to practice connecting research data to solutions,[object Object],Apply lemon as needed.,[object Object]

Exercise: Prepare to share (2 minutes),[object Object],Rapidly align on your team’s best ideas and message,[object Object],Choose a messenger,[object Object],The wise team will choose a bold, expressive spokesperson,[object Object]

Exercise: Pitch it back! ,[object Object]

Unfinished Business Workshop: Working with user research data

Unfinished Business Workshop: Working with user research data

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Unfinished Business Workshop: Working with user research data