What Users Don't Say: Uncovering Latent Needs Through Design Research

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Uncovering Latent Needs Through Design Research What users don’t say @PaulJervisHeath paul@modernhuman.co ✉ Uncovering Latent Needs Through Design Research. What Users Don’t Say. Photo credit Flickr user G8lite - http://bit.ly/151fWVN © ModernHuman. MH Presented by Paul-Jervis Heath on Saturday 9 November 2013

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I’m not an anthropologist, ethnographer or even a user experience researcher Photo credit Flickr user Lewaedd-Q - http://bit.ly/1cTyhdm

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I’m just a designer who wants to create better products and services Photo credit by Head London - http://headlondon.com ©

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Indiﬀerence Hygiene Factors (Usability) Diﬀerentiation (Experience) Understandable Interesting Useful Compelling Indispensable Advocacy

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Dissatisﬁed Low Investment High Investment Excitem ent Perform ance Basic Source: Attractive quality and must-be quality - Journal of the Japanese Society for Quality Control (in Japanese), Noriaki Kano, (1984)

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Getting inside peoples’ heads is the only way to uncover their latent needs.

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Early Adopter Early Majority Late Majority Laggards Adapted from: Diffusion of Innovations, Everett M Rogers. (1962). Crossing the Chasm, Geoffrey Moore. (1991). Photo credit Flickr user evan.chakroff - http://bit.ly/1ak8HMs ©

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Primary #4cb015 Secondary #d7267d #b8c01f #2d7faf #82219b Neutrals #dAe0e7 #bec7cf #505d65 #1f3342 #142630 Colour Palette. #edf2f5 Focus groups are not design research.

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Usability testing is vital but it will not uncover users’ needs.

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Formal Casual

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Primary #4cb015 Secondary #d7267d #b8c01f #2d7faf #82219b Neutrals #dAe0e7 #bec7cf #505d65 #1f3342 #142630 Colour Palette. #edf2f5

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Meet & Brief Diary Study Diary Analysis 1:1 Interview

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Shadowing

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image of mental model Analysis Methods

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Go where your users go

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Immersion

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Do what your users do

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• the context • the physical environment • decor and atmosphere • the other people present • how people are acting • unspoken cues between people • how people react to one another • inherent nomenclature and terminology • other artefacts or objects present • the situation and position of those artefacts • how your presence has aﬀected the situation Recognise what you’re witnessing

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• your own visceral and instinctive reactions • immediate associations with other things Capture the seeds of ideas

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The hurdles and challenges

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• Contextual design research is an important tool for going beyond expressed needs and ﬁnding implied needs and latent needs. • Focus groups and usability tests are not design research. • Formal design research can be hugely beneﬁcial. It’s rigorous and leads to insights, behavioural patterns, indications and predictors. • Casual design research shouldn’t be underestimated. Immersion and experience lead to ideas. Wait. What was that again?

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• These slides are available on Speaker Deck at bit.ly/17svuoV • You can follow me on Twitter @pauljervisheath • You can ﬁnd me on Linkedin at uk.linkedin.com/in/pauljervisheath • You can email me at paul@modernhuman.co • You can call me at +44 79 74 56 78 23 Thanks.