Just Enough Research - book review

Transcript

1. JUST ENOUGH RESEARCH by ERIKA HALL
2. DESIGN RESEARCH WHY AND WHAT
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
4. THE RESEARCH PROCESS
5. THE RESEARCH PROCESS 1. Define Problem 2. Select Approach 3. Plan, Prepare 5. Collect Data 4. Research 6. Analyze 7. Report
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
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
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
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
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.
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
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
13. 5 TYPES OF RESEARCH
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?
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
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
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
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
19. ANALYSIS AND MODELS
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
21. NOTES TO TAKE HOME
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”
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”
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”
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”
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”
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”
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”
29. THANK YOU NATALIE VERTER