From user research to ideation

Transcript

1. From user research to ideation Workshop on fast paced, guerrilla user research, synthesis and ideation Maruša Novak & Damjan Obal @ blok_blok / Mladi.info / Mb, October 2012
2. “The creation and synchronization of the elements that affect users’ experience with a particular company, with the intent of influencing their perception and behavior.” Unger & Chandler
3. “The creation and synchronization of the elements that affect users’ experience with a particular company, with the intent of influencing their perception and behavior.” Unger & Chandler UX
4. Getting there User-centered Design (UCD), Goal-directed Design, Double Diamond ... http://colly.com
5. The Undercover Manifesto* ★ Introducing UX from the ground up ★ Change comes through small victories ★ Delivery, not deliverables ★ Good design today is better than great design next year ★ Working with people, not against them ★ Action, not words * Bowles & Box
6. The Undercover Manifesto* ★ Introducing UX from the ground up ★ Change comes through small victories ★ Delivery, not deliverables ★ Good design today is better than great design next year ★ Working with people, not against them ★ Action, not words * Bowles & Box guerrilla DIY
8. Why research, you ask...
9. Why research, you ask... Research = insight = understanding = better UX = :)
10. But research is... Expensive! Long! Waste of time! We lack skills for it!
11. But research is... Expensive! Long! Waste of time! We lack skills for it! is it?
12. Let’s see, shall we? 9:00-10:00 - User Research 101 10:00 - 11:00 - Go-out-and-play 11:00 - 11:30 - Research synthesis & Ideation 11:30 - 13:00 - Define the damn thing 13:00 - 14:00 - Lunch 14:00 - 15:00 - Fill. Make. Sell. Oy, and coffee?!?
13. User research (for today) The topic: Youth unemployment. Research in-the-wild: ★ Observation ★ Contextual inquiry & Interviews ★ Focus on interviews & forget target groups ★ Be a ninja but not a voyeur Weapons of choice: notepad, video & photo (phone is more than enough)
14. Interviewing 101 ★ PLAN AHEAD! ★ Interview where the interaction happens ★ Ask open-ended questions (look for HOW & WHY) ★ Avoid a fixed set of questions ★ Avoid leading questions (eg. What’s wrong with your existing mobile application?) ★ Focus on goals instead of tasks ★ Encourage storytelling ★ Ask for show & tell ★ Master your small talk & improvise
15. Observation 101 ★ Explore the broader context (how does it all fit together? what channels, what touchpoints?) ★ Look for challenges ★ Discover “hacks” and shortcuts ★ Consider edge cases and extreme users
16. Observation 101 feeling / thinking / doing motivations framing behaviors
17. Your turn / Interview Exercise Topic: What was your first working experience like? Time: 2 minute each Roles: Interviewed / Interviewer / Observer
18. Your turn. Again. Go out and play. Explore. Observe. Talk. Interact. Take notes. Discover. & be back by 11:00
19. Get it all out Note all observations, challenges and findings in short form. Each on a post-it. Also look at the photos, videos from the field. Start alone, then in group. (5 min)
20. Gather meaning Create an Affinity Map. Cluster notes. Now. (10 min)
21. Research synthesis Synthesis = sense-making through an iterative process of refining gathered data* ★ Identify opportunities (generative, change we can envision. Opportunities = solutions) ★ Identify patterns ★ Discover the stories * borrowed from Steve Portigal. Thanks Steve :)
22. From findings(it is hard to get a job) to opportunities (improve the recruiting experience) to ideation questions (how can we improve...?) to strategies (connect youth with jobs) to solutions (mobile job board). Only ideas - not refined yet! Towards Ideation
23. Define: From findings(it is hard to get a job) to opportunities (improve the recruiting experience) to ideation questions (how can we improve...?) to strategies (connect youth with jobs) to solutions (mobile job board). (20 min) Your turn. Ideate!
24. Tell stories. Part 1: The hero. Persona - user model, a composite archetype based on research with real users. ★ Personifications, presented as a real person ★ Persona vs. Stereotype ★ Distinct set of behavior patterns ★ Can represent nonusers ★ Persona types: Primary, secondary, supplemental, customer, served, negative
25. A design tool that also helps resolve the issue of: ★ The elastic user ★ Self-referential design ★ Edge cases Part 1: The hero. Persona.
26. Tell stories. Part 2: Goals. Goals are drivers behind behaviors. ★ Motivate usage patterns ★ Don’t ask for goals. Reconstruct them. ★ Each goal in a simple sentence. ★ Three types of goals: ★ experience goals (have fun) ★ end goals (find a job) ★ life goals (be successful in...)
27. Tell stories. Part 3: Scenarios. Narrative as a design tool. Scenarios vs. Journey Map vs. Experience Map ★ Context scenario ★ Key path scenario ★ Validation scenario
28. Channel: A medium of interaction with users. (TV, Mobile, Internet, Newspaper) Touchpoint: A point of interaction involving a specific human need in a specific time and place Part 3: Scenarios. Touchpoints vs. Channels
29. Name: Eli Roth Age: 5 Hobbies: Chasing my tail Daily routine: Eat. Drink. Sleep. Likes: Foooood. Dislikes: Walks in the park. Goals: Live long and prosper. Find that darn bone. Have a blast. (10 min) Your turn. Design personas.
30. Your turn. Tell/sketch the story. Pair context scenario with a storyboard and introduce your solution(s). How is your persona tackling the everyday challenges of work, volunteering, education... with the help of your solution? Sketch & combine. (30 min)
32. not
33. Your turn. Wireframes & lo-fi prototypes Add UI mockups/wireframes/screens of your lo-fi prototype, glue to existing scenario. (20 min)
34. Back at 14:00 Lunch
35. Your turn. Design the Box. Make your idea tangible. 1. Fill the box (names, users, features, functions...) 2. Make the box (tagline, for who, compelling features, design) 3. Sell the box (30 min) http://www.gogamestorm.com
36. Fun? Maruša Novak / @marusanovak Damjan Obal / @damjanobal blok_blok