Prototyping is all about learning, not testing

Transcript

1. DESIGN RESEARCH @wearemeld Alexandra Almond & Karina Smith You can prototype anything! MARCH 2020- PRESENTATION
2. DESIGN RESEARCH @wearemeld @wearemeld 2 Hello, I’m Karina Hello, I’m Alexandra
3. DESIGN RESEARCH @wearemeld • Open our minds to the extraordinary power of prototyping • Shift our mindset to what prototyping is about • Experience different ways of prototyping, beyond digital • Ways to measure and evaluate our prototypes 3 What we’ll cover today
4. DESIGN RESEARCH @wearemeld 4 What is prototyping?
5. DESIGN RESEARCH @wearemeld “A prototype is an early sample, model, or release of a product built to test a concept or process or to act as a thing to be replicated or learned from.” Wikipedia What is prototyping? 5
6. DESIGN RESEARCH @wearemeld “It’s a thing you use to provoke a response.” Alexandra Or put simply ... 6
7. DESIGN RESEARCH @wearemeld 7 The Double Diamond: British Design Council Design the right thing Design the thing right Discover Research to understand needs and behaviours. Define Reframe the problem based on new understanding. Explore Collaborative idea generation and exploration. Refine Test ideas with audiences. Iterate based on findings.
8. DESIGN RESEARCH @wearemeld 8 Using prototyping to make sure the thing will work Are we designing the right thing? Are we designing the thing right? An idea Build Launch Discover issues Alan Cooper: The Inmates are running the asylum “It’s the users who pay the dearest price. They have to suffer through one half-hearted attempt after another…”
9. DESIGN RESEARCH @wearemeld Being open to learning something you didn’t expect to. A prototyping mindset 9
10. DESIGN RESEARCH @wearemeld 10 The role of prototyping Learning Testing
11. DESIGN RESEARCH @wearemeld 11 Or another view...
12. DESIGN RESEARCH @wearemeld 12 How we prototype
13. DESIGN RESEARCH @wearemeld Different types of prototyping 13
14. DESIGN RESEARCH @wearemeld 14 Concept cards - quick to understand gut reactions and deeper understanding of needs
15. DESIGN RESEARCH @wearemeld 15 Lo-fi vs high-fi will influence what you learn about an idea
16. DESIGN RESEARCH @wearemeld 16 Lo-fi works better than hi-fi
17. DESIGN RESEARCH @wearemeld 17 Lo-fi can be physical
18. DESIGN RESEARCH @wearemeld 18 And… hi-fi
19. DESIGN RESEARCH @wearemeld Myer Hub pilot
20. DESIGN RESEARCH @wearemeld • Use prototyping to learn, not only to test • If you/your company knows a lot already, take a hypothesis led approach • Choose the method of prototyping based on what you want to learn (not on what you can do) • You will learn so many things from the most basic prototype • Try generating on the fly with participants • Go beyond the touchpoint, test the service experience • Be open to the unexpected Remember…. 20
21. DESIGN RESEARCH @wearemeld 21 Activity Qantas is introducing stand-up flights. What would they need to find out? How could they learn this?
22. DESIGN RESEARCH @wearemeld 22 Some practicalities
23. DESIGN RESEARCH @wearemeld 23 Why we start from scratch in our research • Its comfortable, and fun and interesting • We can be an arrogant bunch who thinks the people before us didn’t do a good enough job • Depends on the experience and skill level of the research • We don’t know what others already know • Taking action from insight is a lot harder
24. DESIGN RESEARCH @wearemeld 24 Some thoughts on why we don’t prototype • We don’t want to know or we know it’s right • It takes too much time • It might be a waste of time • We can’t change it • We will look like we’re doing craft at work • We don’t know how
25. DESIGN RESEARCH @wearemeld • Know what you need to learn. • What are all the different ways you might learn one thing. • Working within constraints - you can still learn something. • Who you’re prototyping with - get feedback from lots of different people. • Logistics - plan, and test your test - preparation means you’ll get more out of it. 25 Planning and running prototype sessions • Keep your mind open - anything your participant tells you or does is valid and should be explored. • Be flexible - use the session to be generative • Listen - don’t sell. It’s not about you, it’s about them. Planning Running
26. DESIGN RESEARCH @wearemeld 26 A note on being remote • You can prototype most things in some way virtually • Role plays over the phone, card sorting via Trello, Miro, Mural, generative sessions using video conference, walk throughs via screen sharing (so much tech!) • Contribute your tips t.ly/jrbw8
27. DESIGN RESEARCH @wearemeld Accept the feedback - say “thanks” or “great point”. Show you’re listening - write down what they say. Ask open questions (“tell me more about that”). Let them do most of the talking. 27 How to get feedback on your prototype Do Don’t answer questions! Even if you know the answer. Don’t talk about your own experiences - this is about them. Don’t assume - ask “WHY?” Don’t
28. DESIGN RESEARCH @wearemeld 28 For example...
29. DESIGN RESEARCH @wearemeld 29 Measuring
30. DESIGN RESEARCH @wearemeld 30 How do you measure the effectiveness of your prototype? It depends…. • Where are you in the process? • What were you trying to learn? • How confident are you in what needs to happen now? Sometimes success is finding out something doesn’t work.
31. DESIGN RESEARCH @wearemeld 31 Concept deconstruction - why we do it • To develop shared understanding of ambition, complexities and risks • To reveal underlying capabilities • To reveal as yet unresolved aspects of the concept • To reveal dependencies between concepts • To consider positive and negative impacts • To identify metrics to measure • To reveal alternate ways of implementation (what’s the minimal viable version?)
32. DESIGN RESEARCH @wearemeld 32 How we deconstruct concepts • Collaboratively, with multi-disciplinary groups • Building a shared understanding and consensus as we go • Ensuring each step considers desirability, viability and feasibility • Trying to take personal agendas and emotions out of discussions
33. DESIGN RESEARCH @wearemeld 33 What we need to learn • Rationale: evidence this is a good thing to do • Benefits: customer and business • Capabilities involved: people, process and technology • Dependencies: related concepts, projects currently underway • Minimal viable solution: what is the least you can do to deliver positive impact • Indicative cost/effort: t-shirt sizing • Metrics: what impact / outcomes do we expect to see • Risks and mitigants: what we need to be aware of • Other questions a. Is anyone else doing this? b. What would stop us from doing this?
34. DESIGN RESEARCH @wearemeld 34 Questions
35. DESIGN RESEARCH @wearemeld Thank you Alexandra Almond alexandra@meldstudios.com.au 0449 190 955 Karina Smith karina@meldstudios.com.au 0457 526 472 www.meldstudios.com.au