another person is experiencing from within the other person's frame of reference, i.e., the capacity to place oneself in another's position. PART 1 Bellet & Maloney via Wikipedia
of demographics? What are they interested in and able to purchase? Are they aware of our brand? Formative experience research Who’s our audience in terms of behavior & knowledge? What are their goals, motivations, feelings, challenges, environments, tools, and workflows? What opportunities are there for us to make their lives better? Evaluative experience research How well does this work for our audience? How do they feel while using it? What can we improve? Which option should we choose? Ongoing experience research How are people using our product/service? Are there small tweaks we should make ASAP to alleviate frustration? What should we focus on next time we make major changes? Clinical trials Is this statistically effective and safe? What questions are you trying to answer?
Interviews, Surveys What someone really thinks and feels Discovered by: Meaningful human connections and conversations, and/or good moderation skills & tactics What someone actually does Discovered by: Observation, Analytics
Where, How and Why. ê Avoid leading questions that limit or hint at a desired answer, ex: “Do you like this?” vs “How do you feel about this?” ê Encourage people to talk more: “Tell me more about that…” ê Be quiet and listen. Let them do almost all of the talking. Try not to cut them off. ê Resist the urge to come up with ideas on how to solve the problems. ê Consider asking how they think the problem might be solved, but don’t take it as a command – use it as a jumping off point. Moderating Tips
1. Find a partner, and decide who will be moderator / participant. 2. As a participant, pick a product or service you use regularly and tell the moderator the name of it 3. As a moderator, use the 5 Why’s technique to dig as deep as you can toward their values. Why did / do you …? And why is that…? Why do you think that is…? Why does that matter…? Why is that important…? 4. Discuss any “Jobs To Be Done” and other insights – any business or design opportunities beyond the current offering? 5. Switch roles & repeat
find the “Buy Now” button. 3 out of 8 participants mentioned that the picture had no relevance to them. Consider: replacing this with an infographic or another picture that may draw in users. 6 out of 8 participants mentioned that the text in the buttons was hard to read. Consider: increasing the contrast of the text to ease readability.
love interacting with people and finding new connections and insights with them into their health and well-being… I love my patients, care deeply for them, and strive daily to provide them excellent opportunities for medical care. I thought I'd love EHRs … I thought all the physicians who didn't like EHRs were doctors who were technology-averse. But, as I struggle to work around my 2nd EHR in as many years and look toward an impending switch to yet another EHR next year, I feel that I am typing my way into burnout. Instead of spending my days listening to patients and solving their problems, I feel that I spend most of my time struggling to make unique stories and needs fit into an arcane system of clicks and drop-down menus. Instead of discussing lab results and how to make better lifestyle choices to improve them, I find myself scrolling through pages of useless lab addendums and out- of-date patient handouts in our system. And instead of spending my time meaningfully teaching my staff about medical decision making and triage, I help them find the right button to click. … Physicians feel helpless in the tsunami of EHR changes, none of which seem to be helping patient care or physician time management. There is no quicker way to frustrate professionals than to implement an unwieldy, inadequate tool that prevents a smart, capable person from doing their job correctly. “ Laura Knudson
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