Just Enough Research - book review

Transcript

1. JUST ENOUGH RESEARCH
   by ERIKA HALL
   

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2. DESIGN RESEARCH
   WHY AND WHAT
   

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3. DESIGN RESEARCH - WHY AND WHAT
   Understand what we don't know, in order to ask
   the right questions
   1
   Find real problems, reach empathy, avoid wrong assumptions
   2
   A good case for arguments and decision making
   4
   Gain clarity and confidence for your design
   3
   

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4. THE RESEARCH
   PROCESS
   

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5. THE RESEARCH PROCESS
   1.
   Define
   Problem
   2.
   Select
   Approach
   3.
   Plan,
   Prepare
   5.
   Collect
   Data
   4.
   Research
   6.
   Analyze
   7.
   Report
   

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6. THE RESEARCH PROCESS
   1.
   Define
   Problem
   2.
   Select
   Approach
   3.
   Plan,
   Prepare
   5.
   Collect
   Data
   4.
   Research
   6.
   Analyze
   7.
   Report
   • The “what”
   • Topic and a measurable goal
   

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7. THE RESEARCH PROCESS
   1.
   Define
   Problem
   2.
   Select
   Approach
   3.
   Plan,
   Prepare
   5.
   Collect
   Data
   4.
   Research
   6.
   Analyze
   7.
   Report
   • The “how”
   • According to the type of problem and resources
   

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8. THE RESEARCH PROCESS
   1.
   Define
   Problem
   2.
   Select
   Approach
   3.
   Plan,
   Prepare
   5.
   Collect
   Data
   4.
   Research
   6.
   Analyze
   7.
   Report
   • Resources, tools
   • Recruiting participants
   

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9. THE RESEARCH PROCESS
   1.
   Define
   Problem
   2.
   Select
   Approach
   3.
   Plan,
   Prepare
   5.
   Collect
   Data
   4.
   Research
   6.
   Analyze
   7.
   Report
   • Organizational
   • User
   • Competitive
   • Evaluative
   • Quantities
   

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10. THE RESEARCH PROCESS
    1.
    Define
    Problem
    2.
    Select
    Approach
    3.
    Plan,
    Prepare
    5.
    Collect
    Data
    4.
    Research
    6.
    Analyze
    7.
    Report
    Data =
    Goals, priorities, tasks,
    motivators, barriers, habits etc.
    

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11. THE RESEARCH PROCESS
    1.
    Define
    Problem
    2.
    Select
    Approach
    3.
    Plan,
    Prepare
    5.
    Collect
    Data
    4.
    Research
    6.
    Analyze
    7.
    Report
    Group observations
    into meaningful patterns
    

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12. THE RESEARCH PROCESS
    1.
    Define
    Problem
    2.
    Select
    Approach
    3.
    Plan,
    Prepare
    5.
    Collect
    Data
    4.
    Research
    6.
    Analyze
    7.
    Report
    • Insights and
    recommendations
    • Keep it brief
    

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13. 5 TYPES OF
    RESEARCH
    

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14. 1. ORGANIZATIONAL RESEARCH
    How?
    What?
    Why?
    • Interview
    stakeholders
    • To gather real
    requirements
    that support the
    business needs
    • To tailor the
    design process
    to the business
    • How does the
    organization
    work?
    • How will the
    organization
    be affected by
    the design?
    

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15. 2. USER RESEARCH
    How?
    What?
    Why?
    • Ethnography
    • How potential
    users interact
    with the product
    and why?
    * Context
    * Needs
    * Priorities
    * Habits
    * Mental model
    * Etc.
    • Interviews
    • Contextual Inquiry
    • To gather real
    requirements
    that support the
    users needs
    • What are the
    success implications
    of the design
    • Reach empathy,
    identify with what
    people really need
    

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16. 3. COMPETITIVE ANALYSIS
    How?
    What?
    Why?
    • Strengths and
    opportunities add
    up to competitive
    advantage
    • SWOT Analysis
    • Who is competing
    for our target
    audience’s attention
    and how?
    • To identify
    opportunities to
    offer something
    new, unique and
    valuable
    • Usability testing of
    the competitor
    

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17. 4. EVALUATIVE RESEARCH
    How?
    What?
    Why?
    • To evaluate the
    proposed design
    on a potential
    audience
    • Does it work for
    the target
    audience?
    • Does it meet
    their and your
    goals?
    • Heuristic analysis
    • Usability testing
    

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18. 5. QUANTITATIVE RESEARCH
    How?
    What?
    Why?
    • To optimize an
    existing design
    • How is the
    audience actually
    using the product?
    • What are the
    effective/non
    effective parts
    of your product
    • For data-driven
    decision making
    • Define the
    conversion
    paths: specific
    quantifiable
    goals
    • Analytics tools
    • Split testing
    • Analytics
    

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19. ANALYSIS
    AND
    MODELS
    

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20. ANALYSIS AND MODELS
    Affinity Diagram: observations, patterns, design principles
    1
    Task Analysis: breaking down the users path towards his goals
    4
    Personas: as a reference point to decision making, finding
    requirements, validate proposed solutions
    2
    Mental Models: hocking into the model.
    Good for: prioritizing, identifying gaps and features
    3
    Model Management: a visualized analysis of the meaning and value
    of the research. A way to incorporate findings into design decisions
    5
    

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21. NOTES
    TO TAKE HOME
    

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22. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

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23. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

    View Slide

24. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

    View Slide

25. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

    View Slide

26. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

    View Slide

27. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

    View Slide

28. NOTES TO TAKE HOME
    Ask the
    right
    questions
    Reach
    empathy
    Make
    research
    a part of the
    process
    Make
    friends
    with reality
    You don’t
    need a lab to
    research
    Combine
    the “what”
    and the
    “why”
    Know
    how much is
    “enough”
    

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29. THANK YOU
    NATALIE VERTER
    

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