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Research and Design Methods

Megan Grocki
March 26, 2012

Research and Design Methods

An overview of the approach and some of the design methods and tools we use at Mad*Pow. Presented at the 2012 Healthcare Experience Design Conference by Michael Hawley, Adam Connor, and myself.

Megan Grocki

March 26, 2012

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  1. @madpow Infusing Research Into Design Analysis Paralysis Loudest Customer Complaint

    Syndrome Too Many Ideas Stuck in a Creative Rut Uniting a Team Around a Common Vision Finding Budget For Research Too Many Cooks In the Kitchen Decision by Committee Agreeing on Design Decisions The Swoop and Poop The CEO iPad Christmas Gift Effect
  2. @madpow Why Research? Design is Decision Making Copy Trends Experiment,

    Learn and Adjust Intuition or Preferences Informed by Research
  3. @madpow Research Buzz Word Bingo Affinity Diagraming Desirability Studies Laddering

    Likert Scales Tree Testing Card Sorting Eyetracking Rapid Iterative Testing A//B Testing Field Studies Contextual Inquiry Heuristic Reviews Site Surveys First-click testing Mental Models Repertory Grid Focus Groups Intercepts Galvanic Skin Response Collaging Diary Studies Task Analysis Unmoderated Testing Customer Feedback Panels Cultural Probes Design Ethnography Triading Mood Maps 5-Second Test Web Analytics @hawleymichael
  4. @madpow Step 1: What Question You Are Answering? Concept Business

    Task/Workflow Usability User @hawleymichael
  5. @madpow Step 3: Where Are You In the Design Process?

    Strategy and Inspiration Optimization and Refinement Benchmarking and Assessment Research Goal Early feasibility, thinking about walking in the user’s shoes Still looking for opportunities, but also narrowing down scope, looking for improvements to structure, and minimizing risk Measuring design against prior versions and competition. Validating ROI or identifying future opportunities. Methods Ethnography, contextual inquiry, diary studies, surveys, comparative studies, participatory activities Card sorting, online usability testing, surveys, desirability studies, naming studies A/B testing, SUMMI and SUS, vertical benchmarking, ongoing user community commentary Interactive Assessment Low-fidelity artifact testing, exploratory, looking for reactions Mid-fidelity artifact testing, pre- defined tasks, still plenty of moderator interaction. Iterative if possible. High-fidelity usability testing, strict set of tasks, statistical considerations for post-task ad post-test questionnaires. @hawleymichael
  6. @madpow ê  Agile Versus Waterfall ê  Innovation versus Refinement/Improvement ê 

    Marketing vs. Transactional vs. Informational Experiences ê  Skepticism of User-Centered Design ê  Stakeholder Influence ê  Team Member Engagement and Observation ê  Time & Budget ê  Access to Participants Don’t Forget: Business Realities @hawleymichael
  7. @madpow ICE BREAKING What do we do with the research?

    ê  Personas include a narrative, but sometimes we need more detail than a snapshot can show ê  Journey models help us write and illustrate a story of interactions and relationships @megangrocki
  8. @madpow ICE BREAKING Bringing the audience to life ê  Paradigm

    shift from systems of transaction to systems of engagement ê  It’s easy to get lost in data, but we can’t forget about the human elements span numerous channels. @megangrocki
  9. @madpow ICE BREAKING Source: Andrea Resmini & Dan Willis ê 

    How it could be (happy path) ê  How it really is (more realistic path) Potential vs. Reality @megangrocki
  10. @madpow ICE BREAKING How are journey models used? ê  Create

    strategic vision prior to detailed design ê  Build consensus with stakeholders, showing opportunities across the ecosystem ê  Identify key interactions to prototype and test @megangrocki
  11. @madpow ICE BREAKING How do you make a journey model?

    ê  Identify the patients or users ê  Craft realistic scenarios ê  Develop the best template type ê  Review research & fill gaps ê  Create the journey map or model ê  Share and iterate (ongoing) ê  Don’t forget to use them! @megangrocki
  12. @madpow ICE BREAKING What do you include in a journey?

    @megangrocki ê  Goals ê  Timeline ê  Emotions ê  Touch Points ê  Actions ê  Opportunities ê  Perceptions ê  Motives ê  Expectations ê  Audio ê  Video Photo: Alinea Restaurant
  13. @madpow ICE BREAKING Telling the story and keeping the journey

    alive ê  Shout from the rooftops! ê  Display prominently in common work areas ê  Invite the personas and their journey models to meetings ê  When new research is done, update the journey model @megangrocki Photo: Daniel A. Norman
  14. @madpow Synthesize Create / Refine Observe / Evaluate Solution Solution

    Solution Solution Solution Solution Solution Solution Solution @adamconnor
  15. @madpow ê  Getting consensus from stakeholders and team members on

    which concepts to eliminate, which should be refined and eventually choosing one, can take a very long time ê  Never enough time and money to fully flesh out and evaluate every idea with users ê  As projects progress, new requirements and constraints often emerge Challenges… @adamconnor
  16. @madpow Design Studio = + Synthesize Create / Refine Observe

    / Evaluate Solution Solution Solution Solution Solution Solution Solution Solution Solution @adamconnor
  17. @madpow ê  A timer ê  Paper ê  Black markers ê 

    Tape/drafting dots ê  Butcher paper (optional) ê  Red & green markers (optional) More Materials @adamconnor
  18. @madpow ê  Focus on how/why a design does or doesn’t

    satisfy a goal or user need. ê  Ask questions when necessary. ê  Presenters should clarify aspects of their design when necessary, and avoid getting defensive. ê  Don’t get stuck on avoiding “I like...” and “I don’t like…”. Just bring it back to the scenario, personas and goals ê  Avoid problem solving. Notes on Critique @adamconnor
  19. @madpow 2 more rounds ê  Individuals focus on a single

    solution (of their choosing) ê  Groups collaborate and define a single solution together And now back to sketching… @adamconnor
  20. @madpow ê  Good ideas can come from anywhere ê  Builds

    a shared understanding of the problem space and the different perspectives individual team members have of it ê  Speeds up the design timeline in a project ê  Builds a shared sense of ownership and collaboration in the creation of the solution ê  Gives non-designers an opportunity to understand the ramifications that various decisions have on aspects of the design Additional Benefits… @adamconnor