2.research

Mental, Implementation and Represented model

MENTAL, IMPLEMENTATION & REPRESENTED MODEL

How does a projector work?

The movie goers or viewers think that the projector merely throws the picture that moves onto the big screen

Projector shines a very bright light through a translucent, miniature image for a fraction of a second. It then blocks light for a split second and move another image into place. The it unblocks the light for another moment. This process is repeated with a new image 24 times per second

The movie goers or viewers think that the projector merely throws the picture that moves onto the big screen-Mental model or conceptual model

Projector shines a very bright light through a translucent, miniature image for a fraction of a second. It then blocks light for a split second and move another image into place. The it unblocks the light for another moment. This process is repeated with a new image 24 times per second-Implementation model or system model

Brake system in car,

Driver imagines that pushing the brake rubs against the wheels to slow down

The actual mechanism includes hydraulic cylinders, tubing and metal pads that squeeze on a perforated disk

Driver imagines that pushing the brake rubs against the wheels to slow down- Mental model or conceptual model

The actual mechanism includes hydraulic cylinders, tubing and metal pads that squeeze on a perforated disk- Implementation model or system model

Mental model or Conceptual model

“Users’ create a cognitive shorthand to explain and/or understand things, which is powerful enough to cover their expected interactions. The model created through these interactions or steps can be called a mental model”

Mental model or Conceptual model

“Users’ create a cognitive shorthand to explain and/or understand things, which is powerful enough to cover their expected interactions. The model created through these interactions or steps can be called a mental model”

It may not be true or reflect implementation models

Represented model

“Clever designers hide unsavory or non-required facts of how a product is getting job done. This disconnection between what is implemented and what is offered as explanation is called represented model or designer’s model”

Represented model

Most often, products represented models should be different from the actual processing structure of the program

Represented model

The closer the represented model is to mental model, the easier it is to use and understand

Represented model

The closer the represented model is to mental model, the easier it is to use and understand

Represented models following implementation model too closely significantly reduces the ability to learn and use the productMENTAL, IMPLEMENTATION & REPRESENTED

Mental, Implementation and Represented model

Identify

• Mental model

• Implementation model

• Represented model

User interfaces should be based on user mental models rather than implementation models

RESEARCH

Understanding Research

Understanding users needs, problems, hope and desires

RESEARCH

Gain clear and detailed knowledge of the user

RESEARCH

Gain clear and detailed knowledge of the user

Designing meaningful and innovative solutions

RESEARCH

Understanding Research1. Design problem

Design Problem

Design problem can be decided by organizational leadership or can be developed through team based approach

DESIGN PROBLEM

Design Problem

Try to phrase in human terms rather than technology, product or service functionality

DESIGN PROBLEM

Design Problem

Try to phrase in human terms rather than technology, product or service functionalitye.g. how can we get people in villages to adopt savings account?e.g. how can we create a financial safety net for people in villages?

DESIGN PROBLEM

Frame design problem

Broad enough that allows designers to discover areas of unexpected value

DESIGN PROBLEM

Narrow enough to make topic manageable

DESIGN PROBLEM

Narrow enough to make topic manageable1. Does it need to fit in certain

timeframe?

DESIGN PROBLEM

timeframe?2. Does it need to have a focused

geographical area?

DESIGN PROBLEM

geographical area?3. Does it have financial constraints?

DESIGN PROBLEM

geographical area?3. Does it have financial constraints?4. Does it have cultural, social, regional

constraints? DESIGN PROBLEM

RESEARCH

Understanding Research1. Design problem2. Use existing knowledge

Use existing knowledge

Identify what is already known(sources: research papers, journals, books, articles, reliable websites and so on)

DESIGN PROBLEM

Try answering these questions• What people need or want?

DESIGN PROBLEM

Try answering these questions• What people need or want?• What are the existing solutions?

DESIGN PROBLEM

Try answering these questions• What people need or want?• What are the existing solutions?• What is the methodology followed to

achieve them?

DESIGN PROBLEM

achieve them?• What are the region, regional, cultural and

social findings?

DESIGN PROBLEM

achieve them?• What are the region, regional, cultural and

social findings?• Necessary statistics for data and problem

validation DESIGN PROBLEM

Identify what is not known and is needed to know1. What are the biggest needs for

research?

DESIGN PROBLEM

research?2. Where are the loopholes & problem

areas to focus on?

DESIGN PROBLEM

areas to focus on?3. Define a concrete design problem

DESIGN PROBLEM

areas to focus on?3. Define a concrete design problem4. What is the research strategy to be

followed?

DESIGN PROBLEM

1. Team decides to work in the area of maternal health

DESIGN PROBLEM

2. Logistics suggest to work nearby Guwahati, Assam

DESIGN PROBLEM

2. Logistics suggest to work nearby Guwahati, Assam

3. Design teams knowledge and understanding leads to aim of the project “to empower maternal health condition in Assam, India”

DESIGN PROBLEM

1. Papers, journal, articles etc. are referred

DESIGN PROBLEM

2. Statistical data is found to justify the need of empowering maternal health in Assam, India

DESIGN PROBLEM

3. Literature study suggests maternal health education and awareness is major cause of higher maternal heaths in India

DESIGN PROBLEM

3. Literature study suggests maternal health education and awareness is major cause of higher maternal heaths in India

4. The aim is, how can we enable, encourage and motivate maternal education and awareness among pregnant women?

DESIGN PROBLEM

RESEARCH

Qualitative vs Quantitative Research

Qualitative Vs Quantitative Research

Quantitative research can only answer questions about “how much” or “how many” along a few reductive axes

RESEARCH

Quantitative research can only answer questions about “how much” or “how many” along a few reductive axes

Qualitative research can tell you about what, how and why in rich detail that is reflective of the actual complexities of real human situations

RESEARCH

Qualitative methods will not determine “average” behavior/attitudes or answer questions such as: “X people in A region like yellow than red color”

RESEARCH

Qualitative methods will not determine “average” behavior/attitudes or answer questions such as: “X people in A region like yellow than red color”

Qualitative research can be powerful for analyzing and mapping the relational dynamics between people, places, objects and institutions

RESEARCH

Deeper understanding, not broad coverage, is the strength of qualitative research

RESEARCH

QUALITATIVE RESEARCH

Qualitative Research

Behavior, attitudes and aptitudes of potential users

Vocabulary used in the domain

How existing products are used

How other products (related to proposed study) are used

How does the product fit into users context?

What goals motivate people to use the product and what basic task help people accomplish these goals?

What problem do users find with their current ways of doing things?

Provides credibility and authority to design team, as design decision are made from conducted research

Empowering management to make more informed design decisions that would otherwise be based on guesswork and experience (in some cases)

Types of Qualitative Research

• Stakeholder interviews

• Subject Matter Experts (SME) interviews

• User and Customer interviews

• Ethnographic field studies

TYPES OF QUALITATIVE RESEARCH

• Group interviews

• Self documentation

• Community driven discovery

Types of QR – Stakeholder interviews

Research for any new design should start by understanding the business and technical context surrounding the product

A stakeholder is anyone with authority and/or responsibility for the product being designede.g. executives, managers, representatives from sales, development, product management, marketing, support etc.

Ideally, stakeholder interviews should occur before the user research begins, because these interviews may guide you to conduct user research

Potential information to be gathered:Preliminary product visionBusiness department may have different and sometimes incomplete perspective on how the final product should be. Our design process should involve harmonizing these perspective with users and customers

Potential information to be gathered:Budget and scheduleHelps identify the design scope, timeline and man efforts

Technical Constraints and OpportunitiesWhat is technically feasible with given budget, time and technology constraints

Potential information to be gathered:Business driversImportant to understand business goals

It may happen that business goals and users needs are different. Design must fulfill users, customers and providers goals

Potential information to be gathered:User perceptionUnderstanding of users through conducted user survey or market survey (if done)

Stakeholder who have or is interacting with users (such as customer support team) can provide relevant and important insights to research

Potential information to be gathered:Common language Helps understand the common language between design team, management team and engineering tea

Types of QR – SME interviews

SMEs are experts on the domain within which the product will be operated or used

Potential information to be gathered:Domain and user understandingHelps understand the social, cultural, regional, religion based dynamics and interactions

Complex and specialized domainNecessary in designing complex domains such as medical, agriculture or financial services

Potential information to be gathered:Involvement in design processHelpful for reality check on design details if brought at different stages of design

Points to take care:SMEs are expert usersLong experience with the product and domain may have accustomed to current interactions. They would lean towards expert controls than intermediate or novice users

SMEs may not be designersUseful for gather quick information about users and domain, but filtering may be requiredTYPES OF QUALITATIVE RESEARCH

USER RESEARCH

Preparing for User Research

Preparing for user research

Identifying users

Persona hypothesis

USER RESEARCH

Preparing for user research – Identify users

USER RESEARCH

Appropriate identification of users and user types before conducting user research

USER RESEARCH

Appropriate identification of users and user types before conducting user research

Information from stakeholders, SMEs, literature reviews provides starting point in identifying potential users to interview

USER RESEARCH

Preparing for user research – Persona hypothesis

USER RESEARCH

Persona hypothesis is a first cut at defining the different kinds of users (sometimes customers) for a product. The hypothesis serves as the basis for initial interview planning

USER RESEARCH

Persona hypothesis should include:• What different sorts of people might

use this product?

USER RESEARCH

use this product?• What are their needs and behaviors?

How do they vary?

USER RESEARCH

use this product?• What are their needs and behaviors?

How do they vary?• What ranges of behavior and types of

environments needs to be explored?

USER RESEARCH

What different sorts of people might use this product?

For an office system, users may include:

USER RESEARCH

For an office system, users may include:People who make and receive calls from desk

USER RESEARCH

For an office system, users may include:People who make and receive calls from deskPeople who travel a lot and need to access the phone system remotely

USER RESEARCH

For an office system, users may include:People who make and receive calls from deskPeople who travel a lot and need to access the phone system remotelyReceptionists who answer the phone for many people

USER RESEARCH

For an office system, users may include:People who make and receive calls from deskPeople who travel a lot and need to access the phone system remotelyReceptionists who answer the phone for many peoplePeople who technically administer the phone

USER RESEARCH

What are their needs and behavior? How do they vary?

Variables should be provided that help to differentiate between different kinds of user based on their needs and behaviors

USER RESEARCH

For an online shopping store, there may be several behaviors:

USER RESEARCH

For an online shopping store, there may be several behaviors:Frequency of shopping (from frequent to infrequent)

USER RESEARCH

For an online shopping store, there may be several behaviors:Frequency of shopping (from frequent to infrequent)Desire to shop (from loves to shop to hates to shop)

USER RESEARCH

For an online shopping store, there may be several behaviors:Frequency of shopping (from frequent to infrequent)Desire to shop (from loves to shop to hates to shop)Motivation to shop (from bargain hunting to searching for right thing)USER RESEARCH

Including demographic variable may also be helpful:e.g. age, location, gender and incomes of the target markets for the product etc.

USER RESEARCH

What ranges of behavior and types of environments need to be explored?

Different environments such as:

USER RESEARCH

Different environments such as:Company size (from small to multinational)

USER RESEARCH

Different environments such as:Company size (from small to multinational)Company location and cultural differences

USER RESEARCH

Different environments such as:Company size (from small to multinational)Company location and cultural differencesTypes of industry (production, service etc.)

USER RESEARCH

Different environments such as:Company size (from small to multinational)Company location and cultural differencesTypes of industry (production, service etc.)Types of sector (food, IT, toys, construction) USER RESEARCH

Different environments such as:Company size (from small to multinational)Company location and cultural differencesTypes of industry (production, service etc.)Types of sector (food, IT, toys, construction)Security level (normal to tight)

USER RESEARCH

Types of QR – Customer interviews

User: ChildrenCustomer: Parent

User: doctor, medical professionCustomer: Executive or IT manager

User: ChildrenCustomer: Parent

User: doctor, medical professionCustomer: Executive or IT manager

Important to understand customers and satisfy their goals in order to make product viable

Potential information to be gathered:

Their goals of purchasing products

Problems with existing solutions

Factors influencing the decision of purchasing a particular product

Domain related issues and vocabulary

Types of QR – User interviews

Users are the people who uses the product to accomplish certain goals

Potential users: people who are not using the product, but who are good candidates for using it in future

Aims of conducting user interviews:The context of how the product or analogous system fits into their lives and workflow. Why, when, where and how the product is used

Domain knowledge, what do users need to know to accomplish their job?

What are the goal and motivation of using a product

Aims of conducting user interviews:Understanding and analysis of current method of accomplishing a goal, what are the problems

Mental models: how users think about their job and activity, what expectations user have about the product

Types of QR – Ethnographic interviews

Ethnography is a term borrowed from anthropology, meaning the systematic and immersive study of human cultures

The technique of ethnographic interview is combination of immersive observation and directed interview techniques

Hugh Beyer and Karen Holtzbalt call them contextual inquiry. Refer book: Contextual Design

Types of QR – Contextual Inquiry

Contextual inquiry is based on master apprentice model of learning: observing and asking questions of the user as if she is the master craftsman and the interviewer is new apprentice

Four principles1. Context2. Partnership3. Interpretation4. Focus

Types of QR – Contextual Inquiry - Context

Observation and interviews are conducted in user’s normal work environment rather than conducting in a lab or a clean environment

Observing users in their context may lead you to critical insights important for design decisions

Types of QR – Contextual Inquiry - Partnership

Observation and interview be collaborative by nature, alternating between observation of work and discussion of its structure and details

Types of QR – Contextual Inquiry - Interpretation

User behaviors, environment, problems and desires are studied. Designer work is to read in between lines about gathered insights

Conducted interviews should not be based on assumptions, but try to get in-depth details about the user

Types of QR – Contextual Inquiry - Focus

Designers/Researcher needs to make sure the interview is conducted in right direction by subtly directing the interviews to capture data relevant to design issues

CONTEXTUAL INQUIRY

Planning Contextual Inquiry

Planning contextual inquiry

• Recruiting users

• Team formation

• Phases of interviews

• Points to remember

CONTEXTUAL INQUIRY

Recruiting users

CONTEXTUAL INQUIRY

Recruiting users

Stakeholder contacts

CONTEXTUAL INQUIRY

Recruiting users

Market or usability research firms

CONTEXTUAL INQUIRY

Recruiting users

Market or usability research firms

Sometime friends and relatives

CONTEXTUAL INQUIRY

Team formation

CONTEXTUAL INQUIRY

Team formation

Typically, team of 3 designers/researchers

CONTEXTUAL INQUIRY

Team formation

Typically, team of 3 designers/researchers• To drive the interview

CONTEXTUAL INQUIRY

Team formation

• To take detail notes

CONTEXTUAL INQUIRY

Team formation

• To take detail notes

• To take pictures or videos for visual evidence

CONTEXTUAL INQUIRY

Phases of interviews

CONTEXTUAL INQUIRY

Broad starting, with focus on structural and goal oriented issues. Later, narrowed down zooming in on specific functions and task oriented issues

CONTEXTUAL INQUIRY

Early interviews:

CONTEXTUAL INQUIRY

Early interviews:Focused on gathering domain knowledge from the point of view of user

CONTEXTUAL INQUIRY

Early interviews:Focused on gathering domain knowledge from the point of view of user

Broad and open ended questions

CONTEXTUAL INQUIRY

Middle interviews:

CONTEXTUAL INQUIRY

Middle interviews:Ask open ended and clarifying questions help to connect the dots. The questions needs to be domain specific

CONTEXTUAL INQUIRY

Later interviews:Confirm previously observed patterns, further clarifying user roles and behavior and making fine adjustments to assumptions about task and information needs

CONTEXTUAL INQUIRY

Broad set of questions

First priority is to understand why of the users:What motivates the behavior of individuals in different roles, and how they hope to accomplish the goal

CONTEXTUAL INQUIRY

Goals:What makes a good day or a bad day?How do you save your money?

Activities:What task and activities are performed to accomplish a goal?

Motivation:What makes to you take that decision?

CONTEXTUAL INQUIRY

Function:What is the most common thing you do with the product?

Frequency:How frequently you save your money? What parts of product do you use the most?

Problems:What problems do you find in existing system? CONTEXTUAL INQUIRY

Failure recovery:How do you work around the problems?

Process:How do you do it currently?

CONTEXTUAL INQUIRY

Points to remember

CONTEXTUAL INQUIRY

Points to remember

Avoid making user a designerFocus on the problem, do not look for solutions from them

Encourage story telling:Encourage them to tell specific stories about their experience with existing product or system

CONTEXTUAL INQUIRY

Points to remember

Avoid leading questionsWould X feature help you?Do you think you would use X feature if available

CONTEXTUAL INQUIRY

We are culturally different

Qualitative ResearchDeeper understanding – user studies, contextual inquiry

We are culturally different

Behaviors can be culturally different. Observing them can help us avoid mistakes and build familiar interactions

Go to users’ context

Behave as a student

Talk to them

Talk to them, but in their language

Qualitative Research - ObservationDeeper understanding – user studies, contextual inquiry

Observation can sharpen our awareness of how people respond to particular environment, arrangement and elements

People adapt to the environment & surroundings and behave accordingly

These behavior may have subtle cues and design opportunities

Ask questions to yourself

Qualitative Research – Curiosity to contextDeeper understanding – user studies, contextual inquiry

Source: human centered design toolkit

• Why has someone placed this object here?

• Why have people gathered here?

• Why people avoid being here?

• What is it, that encourages them to do so?

• What makes people to believe this?

Points to remember while conducting research

Introduce yourself and take permission from users’ to conduct the interview

Don’t conduct interviews in group

Don’t let other influence user’s opinion

2-3 researchers to conduct interview

Don’t let other influence user’s opinion

Understand relationship between people, products, places and environment

Document every step of your research

Take video, audio and notes

BEGINNERS, INTERMEDIATE & EXPERT USERS

Beginners, intermediate and expert users

Beginners

What does this program do?

Beginners

What is the program’s scope?

Beginners

Where do I start?

Beginners

Where do I start?

How do I print?

Beginners

Most often, beginners become intermediates very quickly or they dropout altogether

e.g. informational kiosks designed for public spaces such as museum, government offices, etc.

Intermediate users

How do I find facility X?

Intermediate users

I forgot how to import?

Intermediate users

Can I undo this?

Intermediate users

Can I undo this?

What is this control for?

Intermediate users

Can I undo this?

What is this control for?

What new features are in this upgrade?

Intermediate users

Most users remain in a perceptual state of adequacy striving for fluency, with their skills ebbing and flowing like the tides depending on how frequently they use the product. They are perceptual intermediate users

Intermediate users

Most users are neither beginners nor experts, they are intermediate users

LAWS OF INTERACTION DESIGN

Genius Design

Moore’s Law

Fitts’ Law

Hick’s Law

The magical number seven

Tesler’s Law

The Poka-Yoke Principle

Moore’s Law

Gordon Moore (co-founder of Intel)

“ Every two years, the number of transistors on integrated circuits (a rough measure of computer processing power) will double”

Fitts’ Law

Paul Fitts,

“Time it takes to move from a starting position to a final target is determined by two factors: the distance to the target and the size of the target”

The larger the target, the faster it can be pointed to. Similarly, the closer the target, the faster it can be pointed to.

Applications:-Right click for drop down

-Clickable objects like buttons needs to be of reasonable sizes. The smaller it is, harder it is to manipulate

- Edges and corners for menu bars and buttons: infinite reach due to infinite height and width

Hick’s Law

Hick-Hyman Law,

“Time it takes for users to make decisions is determined by the number of choices they have”

“Time it takes to make a decision is affected by two factors: familiarity with the choices, such as fro repeated use, and the format of the choices-are they sound of words, videos or buttons”

Magical number seven

George Miller (Professor at Princeton university),

“The human mind is best able to remember information in chucks of seven times, plus or minus two”

After five to nine pieces of information, human mind start making error

Designers should take care not to design product that causes cognitive overload by ignoring Magical Number Seven rule

Tesler’s Law

Larry Tesler,

“Some complexity is inherent to every process. There is a point beyond which you can not simplify a process any further, you can only more the inherent complexity from one place to another”e.g. email client

Law’s Application:All processes have elements that can not be made simpler, no matter how much we tinker with them

Designers need to look for reasonable places to move the complexity into products they make. The burden of complexity can be shared or divided by the products

Poka-Yoke Principle

Shigeo Shingo (Japanese Industrial Designer),

Designers use poka-yoke when they put constraints on products to prevent errors, forcing users to adjust their behavior and correctly execute an operation

e.g. left-right soft key on mobile phone, groove to place interactive cube, USB cords and fitting groove

Interaction Designer must become an expert in how human beings relate to each other, and to the world, and to the changing nature of technology and business.

RESEARCH METHODS

Elements of interaction design

MotionSpaceTime AppearanceTextureSound

Characteristics of good interaction design

TrustworthyAppropriate SmartResponsiveCleverLudicPleasurable(Designing for interaction)

Other characteristics of interaction design

Direct and indirect manipulationFeedback and feed forward

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