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

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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.

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.

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

  1. Well, We’ve Done All This Research, Now What? Steve Portigal 1 @steveportigal
  2. Click to edit Master title style Introduction Well, We’ve Done All This Research, Now What? 2 Portigal
  3. Today Click to edit Master title style Introduction 15:00 – 15:10 Observation Exercise 15:10 – 15:40 Synthesis 15:40 – 16:30 Break 16:30 – 17:00 Synthesis 17:00 – 17:10 Ideation 17:10 – 17:50 Share 17:50 – 18:15 Prioritization time permitting 18:15 – 18:20 Q&A + Wrap-up 18:20 – 18:30 Well, We’ve Done All This Research, Now What? 3 Portigal
  4. Click to edit Master title style Portigal We help companies discover and act on new insights about their customers and themselves Well, We’ve Done All This Research, Now What? 4 Portigal
  5. Use to edit Master title style Clickfieldwork throughout the development cycle Take a fresh look at people Use existing ideas as hypotheses What to Refine & Launch make or do prototype Iterate & improve Explore new ideas Well, We’ve Done All This Research, Now What? 5 Portigal
  6. Synthesis & ideation process Click to edit Master title style Fieldwork Synthesis Ideation Development Well, We’ve Done All This Research, Now What? 6 Portigal
  7. Click to edit Master title style Homework/Observation Exercise Well, We’ve Done All This Research, Now What? 7 Portigal
  8. Homework Master title style Click to editCheck-in Your mission: Dedicate at least half an hour to walking around and observing people in your neighborhood Well, We’ve Done All This Research, Now What? 8 Portigal
  9. Homework Master title style Click to editCheck-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? Well, We’ve Done All This Research, Now What? 9 Portigal
  10. Observing Click to edit Master title style Notice what… people, places Notice how… processes, sequences, interactions Suspend your point of view Avoid conclusions Allow confusion Steve, practicing his “noticing.” You can tell Do it “out loud” because he looks like he may be a little confused. Well, We’ve Done All This Research, Now What? 10 Portigal
  11. Cultural context Click to edit 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 What are they selling? Media Products Advertisements Street Culture Trends/ Fads Well, We’ve Done All This Research, Now What? 11 Portigal
  12. Cultural context Click to edit Master title style Well, We’ve Done All This Research, Now What? 12 Portigal
  13. Cultural context Click to edit Master title style Well, We’ve Done All This Research, Now What? 13 Portigal
  14. Cultural context Click to edit Master title style Well, We’ve Done All This Research, Now What? 14 Portigal
  15. Exercise: Explore! Click to edit Master title style Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for neighborhood redevelopment from the Lisbon Eastern Business District. 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 Well, We’ve Done All This Research, Now What? 15 Portigal
  16. Neighborhood observations: Click to edit Master title style Noe Valley, San Fran Well, We’ve Done All This Research, Now What? 16 Portigal
  17. Neighborhood observations: Click to edit Master title style Noe Valley, San Fran Well, We’ve Done All This Research, Now What? 17 Portigal
  18. Neighborhood observations: Click to edit Master title style Montara, California Well, We’ve Done All This Research, Now What? 18 Portigal
  19. Exercise: Explore! Click to edit Master title style We resume at 15:40! Well, We’ve Done All This Research, Now What? 19 Portigal
  20. Click to edit Master title style Synthesis: From data to insights Well, We’ve Done All This Research, Now What? 20 Portigal
  21. Synthesis & ideation process Click to edit Master title style Analysis Synthesis Insights Opportunities Ideation Strategies Solutions Detailed solutions Well, We’ve Done All This Research, Now What? 21 Portigal
  22. Why to edit Master title style Click a process? Fieldwork Synthesis Ideation Development Well, We’ve Done All This Research, Now What? 22 Portigal
  23. Avoid jumping to conclusions Click to edit Master title style Well, We’ve Done All This Research, Now What? 23 Portigal
  24. DTDT: edit Master title style Click toAnalysis vs. 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? 24 Portigal
  25. DTDT: edit Master title style Click toAnalysis 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 Well, We’ve Done All This Research, Now What? 25 Portigal
  26. DTDT: edit Master title style Click toAnalysis 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 Well, We’ve Done All This Research, Now What? 26 Portigal
  27. Analthesis???? Click to edit Master 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? 27 Portigal
  28. More narratively, what is synthesis? Click to edit Master title style 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 Review, Refine, Rinse, Repeat Then, process the data itself • Individual and group analysis • Pattern-identification, clustering, models, frameworks • Outcome: Opportunities Well, We’ve Done All This Research, Now What? 28 Portigal
  29. In-field edit Master Click todebriefing 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 Fieldwork highlights captured in the wild. the team, ASAP Well, We’ve Done All This Research, Now What? 29 Portigal
  30. Early, informal synthesis (data Click to edit Master title style 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? 30 Portigal
  31. The to edit Report ClickTopline Master 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? 31 Portigal
  32. Process-based, formal style Click to edit Master titlesynthesis (heavy lifting) Go back through your raw data very closely to move beyond the Topline Report Individually (heads-down) and collaboratively (heads-up) 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? 32 Portigal
  33. Individual analysis title style Click to edit Master(not today) 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? 33 Portigal
  34. Individual analysis title style Click to edit Master(not today) 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? 34 Portigal
  35. Collaborative analysis Click to edit Master 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? 35 Portigal
  36. More individual analysis (not Click to edit Master title style 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 Categories of Comment person, segment, market etc. columns will comes from to allow you to manipulate data vary by project rewritten sticky Well, We’ve Done All This Research, Now What? 36 Portigal
  37. Developing Master title style Click to edit opportunities Opportunities are not • A reporting of “interesting findings” • A list of solutions Keep the human touch in communication Allow people to move Opportunities are seamlessly between places Allow people to integrate • Change we can envision based on seamlessly across different what we heard and observed devices and systems • About people • In the context of, but reframing the What should we do? business questions • Generative, inviting many solutions Well, We’ve Done All This Research, Now What? 37 Portigal
  38. Summary of analthesis style Click to edit Master title activities Topline Individual Collaborative Individual Opportunities Analysis Analysis 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 The heavy lifting Play with individual Play with the entire Determine generative in your head data elements data set directions Well, We’ve Done All This Research, Now What? 38 Portigal
  39. Exercise: Develop topline (10 Click to edit Masteratitle style minutes) 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 All right researchers… what did you see? Well, We’ve Done All This Research, Now What? 39 Portigal
  40. Exercise: Develop title style Click to edit Masterfindings (10 minutes) 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” Well, We’ve Done All This Research, Now What? 40 Portigal
  41. Break! Click to edit Master title style Well, We’ve Done All This Research, Now What? 41 Portigal
  42. Exercise: Identify opportunities Click to edit Master title style (10 minutes) Build on your findings • Start each opportunity with a verb Keep the human touch in communication Opportunities are not Allow people to move • A reporting of “interesting findings” seamlessly between places • A list of solutions Allow people to integrate seamlessly across different devices and systems Opportunities are • Change we can envision based on what What should we do? we heard and observe • About people • In the context of but reframing the business questions • Generative, inviting many solutions Well, We’ve Done All This Research, Now What? 42 Portigal
  43. Click to edit Master title style Ideation: From insights to solutions Well, We’ve Done All This Research, Now What? 43 Portigal
  44. Ideation questions Click to edit Master title style A simple step moves you from Opportunities to Ideation Questions, reframing them How can we keep the human touch in into actionable language communication How can we allow people to move seamlessly between places How can we allow people to integrate seamlessly across different devices and systems Ideate! Well, We’ve Done All This Research, Now What? 44 Portigal
  45. Scope edit Master Click toof solutions 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 How many business and civic areas to impact certain business areas, it’s crucial can you spot in this picture? that you set that constraint aside for ideation Well, We’ve Done All This Research, Now What? 45 Portigal
  46. Developing Master title Click to edit strategies 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 can we improve the experience of students who smoke? Support underlying needs Question needs and and behavior by embracing behavior, seek change by the finding challenging the finding Create a protected Eliminate smoking environment for smoking Well, We’ve Done All This Research, Now What? 46 Portigal
  47. Strategies can inspire solutions Click to edit Master title style 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 Eliminate smoking environment for smoking Solutions Facilities Admin Partners Online Admin Partners Build a Allocate Align with Smoking Ban Stop pavilion interior nearby cessation smoking smoking room cafe games coaches Well, We’ve Done All This Research, Now What? 47 Portigal
  48. Solutions can suggest strategies Click to edit Master title style 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 Eliminate smoking environment for smoking Solutions Admin Admin Allocate Ban interior smoking room Well, We’ve Done All This Research, Now What? 48 Portigal
  49. Collaborative generation Click to edit Master 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 How can a sour lemon help keep things working what the collective produces overall smoothly? Well, We’ve Done All This Research, Now What? 49 Portigal
  50. Stuck? Click to edit Master title style Come up with bad ideas • Immoral • Dangerous • Bad for business Well, We’ve Done All This Research, Now What? 50 Portigal
  51. Don’t forget your second wind Click to edit Master title style Pace of idea generation Obvious but necessary, problem-solving, need-filling, low- hanging fruit Time Well, We’ve Done All This Research, Now What? 51 Portigal
  52. Don’t forget your second wind Click to edit Master title style Pace of idea generation Obvious but Wacky, necessary, transgressive, problem-solving, innovative, need-filling, low- breakthrough, hanging fruit weird Time Well, We’ve Done All This Research, Now What? 52 Portigal
  53. Summary of ideation exercises Click to edit Master title style Questions Business Areas Ideation and Sharing How can we keep the human touch in communication How can we allow people to move seamlessly between places How can we allow people to integrate seamlessly across different devices and systems Ideate! Shift to “How can Figure out where Remember, “Yes, and…” we…?” we can play Well, We’ve Done All This Research, Now What? 53 Portigal
  54. Exercise: Ideation questions Click to edit Master title style (2 minutes) Apply How can we…? to each of your Opportunities How can we keep the human touch in communication How can we allow people to move seamlessly between places How can we allow people to integrate seamlessly across different devices and systems Ideate! Well, We’ve Done All This Research, Now What? 54 Portigal
  55. Exercise: Business title style Click to edit Master 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 How many business and civic areas to impact Retail design can you spot in this picture? Incentives Well, We’ve Done All This Research, Now What? 55 Portigal
  56. Exercise: Ideation (35 minutes) Click to edit Master title style Use your ideation questions to generate strategies and solutions • Out loud • Visual • Collaborative Consider the range of possible business areas Apply lemon as needed. Bounce back and forth between generating strategies and solutions Most ideas will not turn out to be winners; the goal is to practice Don’t forget your second wind connecting research data to solutions Well, We’ve Done All This Research, Now What? 56 Portigal
  57. Exercise: Share (25 minutes) Click to edit 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? 57 Portigal
  58. Prioritization Click to edit Master title style Well, We’ve Done All This Research, Now What? 58 Portigal
  59. Big group voting Click to edit Master title style Well, We’ve Done All This Research, Now What? 59 Portigal
  60. Small group ranking…and reconciliation Click to edit Master title style Color indicates voting winner Ranking factors may even include how clear the idea is Well, We’ve Done All This Research, Now What? 60 Portigal
  61. Click to edit Master title style Wrap Up Well, We’ve Done All This Research, Now What? 61 Portigal
  62. How to edit use frameworks Click expertsMaster title style Fieldwork Synthesis Ideation Development Well, We’ve Done All This Research, Now What? 62 Portigal
  63. 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/ Well, We’ve Done All This Research, Now What? 63 Portigal
  64. Click to edit Master title style I’ve got a tip (that you didn’t cover) that works Yeah, I’ve well for me… got a question for ya… One new thing I learned today is… Well, We’ve Done All This Research, Now What? 64 Portigal
  65. Click to edit Master title style Thank you! Portigal Consulting @steveportigal www.portigal.com steve@portigal.com Well, We’ve Done All This Research, Now What? 65 +1-415-894-2001 Portigal

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