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 Friday 30 August 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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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).

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Formal Casual

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image of mental model Diary Studies

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Meet & Brief Diary Study Diary Analysis 1:1 Interview

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Shadowing

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Contextual Interviews

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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 http://bit.ly/13CAENI • You can also follow the design team @camdesignspark • You can follow me on Twitter @pauljervisheath Thanks.

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Paul-Jervis Heath paul@modernhuman.co @pauljervisheath ModernHuman. We use human-centred design to help businesses invent their future. We’re a design practice & innovation consultancy. Find out more at http://modernhuman.co Photo credit Flickr user andreaskopp - http://bit.ly/12yywna We love our ideas to spread. That’s why this presentation is released under a Creative Commons Attribution-NonCommercial- ShareAlike (CC-BY-NC-SA) license. This license allows you and others to remix, tweak, and build upon this work non- commercially. When you do you must acknowledge us, Modern Human and license any new creations under the identical terms. When in doubt, just ask us. We won’t bite.