opportunity finding observation - product design · 2) conduct three separate interviews with...
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opportunity finding observation
assignment 3user research1) Design an online survey to collect user input on your product topic. Your survey should first determine how
much the respondents know about your product. You should collect relevant (but not identifiable) demographic information. You should select a range of questions that provide fixed response, short answer, and open ended to have a variety of data to analyze. You can choose what questions to include, however, the ultimate goal is to uncover new insights, problems, and opportunities. Present your survey questions and the number of respondents. Present the quantitative data in graphs/diagrams and summarize the textual data in words. Highlight any interesting quotes from the responses.
2) Conduct three separate interviews with actual users of the product (don’t interview your housemates, your classmates, or your family). First design a set of interview questions. Document any activities or objects with photos. Take notes or recordings with notes later. Interviews should be longer than 30 minutes (need time to develop a connection and get quality stories), but also be mindful of time (no longer than 1 hour). Observe these people using the product in the actual setting and take notes and video or images. Present your interview questions, short summary of your interviewees, images from your usage observations/demonstrations, and 3-5 interesting quotes from each of the interviews.
3) Unpack the data from the survey questions, interviews, and observations together. Organize and present this user research visually and in an interesting manner.
4) List major insights and craft three problems/opportunity statements. Problem statements should be formatted in proposed style: “ ___ needs a way to ___ because ____” and are based on research from this assignment. Statements should not be solutions or ideas. The first blank can be a group and not an individual (e.g. “children need…”, “home cooks need…”, “people who have lots of shoes need…”).
5) Sketch new ideas. What are 5 obvious needs/product ideas/solutions based on your survey, interviews, observations? What 5 latent/non-obvious product ideas/solutions that you can extract for your research? Your problem statements should allow you to think outside of the current product embodiment. Maybe it’s not a physical thing at all! Present these ideas with sketches.
With photos: Ask permission. Remove identity if needed
1 2 3 4 5
a
b
c
seeing vs. observingmissing the details
3. what color light is on the top of of the street light?
1. how many legs does a lobster have (not claws)
“vuja de” - actually seeing something for the first time even though you witnessed it many times before
2. what letters correspond to the “3” on telephones
nickerson and adams, 1979
4. which is the correct penny design?
seeing vs. observing
the invisible gorilla test ~50% miss it
missing the big picture
inattentional/perceptual blindnessthe brain is designed to filter out what it thinks is the unnecessary information for the task at hand
“did you see that?!”
TED, apollo robbins: the art of misdirection
seeing vs. observing
pay attention to details and the big picture or you might miss things
opportunity findingneed finding, problem finding
sometimes problems/needs are obvious
product opportunity
opportunity findingportable braille label maker
“if i had asked my customers what they wanted, they’d have said a faster horse” - Henry Ford
opportunity findingportable braille label maker
opportunity findinglatent needs
“give the world something it didn’t know it was missing.” - Paola
Antonelli
creating new markets, platforms
What's that?Walkman.It's like a stereo.Plays on cassette tapes.You want to try it?I don't think so.Kids walk around with theirown stereos, just what we need.It's slippery slope, my friend.-Super 8
opportunity findingbad design = opportunity
opportunity findingbad design = opportunity
The Palm Beach County ballot was resplendent with usability issues: the layout of two pages with punch holes in between was unfamiliar; text in the left column was left-aligned while text in the right column was right-aligned; the right column, lower that the left, appeared to be subordinate and thus had a minimal relationship to the punch holes; the word "Democratic was aligned with a hole for a different party; there was no relationship between the boxes and holes; the arrows were very small; and the holes were closely spaced.
44,000-100,000 deaths in US/year due to human error(in hospitals alone) Institute of Medicine, National Academy of Sciences November 1999
no stupid users, just bad design
opportunity findinghow designers see users
opportunity findinguser modifications, adaptations = opportunity
Haier washing machine
opportunity finding
if you fix something or see duct tape and rubber bands
user modifications, adaptations = opportunity
opportunity findingearly adapters, extreme users = opportunity
jet setters, front end users
inspiration “idea wallet”
opportunity finding
inspiration “idea wallet”
opportunity finding
strange phenomenon are idea food
inspiration “idea wallet”
opportunity finding
strange phenomenon are idea food
inspiration “idea wallet”
opportunity finding
strange phenomenon are idea food
inspiration “idea wallet”
opportunity finding
bug lists!
note: we are not typically designing for ourselves, but sometimes there are commonly observed bugs
opportunity finding
questioning the status quothinking like a childbe curious, play, ask more questions, wonder
‘There is frequently more to be learned from the unexpected questions of a child than the discourses of men, who talk in a road, according to the notions they have borrowed and the prejudices of their education.’ - John Locke
(or Seinfeld)
“Iwillneverunderstandthebathroomsinthiscountry.Whyisitthatthedoorsonthestallsdonotcomeallthewaydowntothefloor?”
questioning the status quohabits and tradition
once a rule gets in place it’s very difficult to eliminate it even though the original reason for its generation has gone away. - von oech
“About three-quarters of the energy use and greenhouse-gas emissions from washing a load of
laundry come from heating the water — a practice that, scientists say, is often wasteful and unnecessary.
mom’s age-old advice that hot water washes best”
martin and rosenthal, new york times, 2011
“The telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to use” western union internal memo 1876
we resist change. radical
“while theoretically and technically television may be feasible, commercially and financially it is an impossibility”
lee deforest, inventor 1927
we resist change. radical
“I think there is a world market for maybe five computers.”
- Thomas Watson, chairman of IBM 1943
we resist change. radical
2015 Today’s Toilet(incremental innovation)
1880 Thomas Crapper(innovation)
1775 Joseph Braman(invention)
135 years and little change
we resist change. radical
is there a better way?
“We were not meant to sit on toilets. We were meant to squat in the field.” - Proctologist Michael Freilich in Time 1978
each flush:1.6 gallons of water
question the status quo.
36.5 billion rolls of toilet paper go to waste annually.
question the status quo.
habits and traditionfear of being different, fear of change
1850 1900 20XX
TP age
question the status quo.
can you believe they used toilet paper 100 years ago!?
1930 1950 1930
19101914
can you believe they did that?
can you believe they did that?what are our children are going to say they can’t believe their parents did/used/didn’t have?
can you believe they did that?what are our children are going to say they can’t believe their parents did/used/didn’t have?
can you believe they did that?what are our children are going to say they can’t believe their parents did/used/didn’t have?
designing the futurehistorical evolutionlook to the past to predict the future?
designing the future
8 in floppy 3.5 in floppy zip disk compact disc dvd flash
1870 1900 1920 1940 1960 20001980
historical evolutiontrends
the direction things are goinglook to the past to predict the future?
darwin drew diagrams to comprehend what is known and to guide in the search for what was not yet known
bleeding edge
leading edge
state of the art
dated
obsolete
designing the futuretrendsthe s curve - technology maturity life cycle - product life cycle
market intro phaseworking out kinksestablishing market
growth phaseovercoming technical obstacles user base grows
maturity phasedifficult to make further improvementsusefulness levels off
perf
orm
ance
time
decline/retirementprofitability diminishes
designing the futuretrendsthe s curve - technology maturity life cycle - product life cycle
record players
market intro phaseworking out kinksestablishing market
growth phaseovercoming technical obstacles user base grows
maturity phasedifficult to make further improvementsusefulness levels off
perf
orm
ance
decline/retirementprofitability diminishes
time
nanotech
personal computers
motor vehicle
designing the futuretrendsthe s curve - technology maturity life cycle - product life cycle
record players
perf
orm
ance
time1877 19901965 1997
cassettes
mp3 players
incremental innovation
radicalinnovation
cds
paradigm shift
designing the futuretrends
perf
orm
ance
time
innovatorsenthusiasts
2.5%
early adoptersvisionaries
13.5%
early majoritypragmatists
34%
late majorityconservatives
34%
laggardsskeptics
16% EM Rogers
these are good interviewees
be hyperaware to details and the big picture
people don’t know what they want, they know what they know
askobserveexperience
look for bad design and modifications
keep a bug list
step back, think about our everyday activities
watch for trends and predict the future
question the status quo
questions!
Tuesday: Battle of Consultancies Kablooe vs. Worrell bring questions
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