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Contextual InquiryFinal Report Deliverable

WRA 415 Digital RhetoricDr. John Monberg

Fall 2009

Created by Group 2 of the User Research Project:Caroline Chapman

Ainsley ElderMatt Katzenberger

Ben RoosienBrad Shapiro

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Contextual Inquiry: Final Report Deliverable

Table of Contents

Introduction:Interviews 3Stakeholders 3Methodology 3

Data Collection 3Data Analysis 3-4Applications 4

Advice 4

Appendices:Appendix A—Interview Questions 5Appendix B—Analysis Tables 5-7

Final Report:Recommendations 8

Social Networking 8-9Visual Identity 9-12Information Architecture 12Transforming Print to Web 12-14

Conclusion:Revitalization and the Our Michigan Avenue site 14

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Introduction

Interviews

Eleven residents of the Lansing area were interviewed. Two interviews yielded insufficient results. We successfully collected and analyzed data from nine contextual interviews.

Each interview lasted approximately 25-30 minutes. These were semi-informal interviews, usually with one note-taker and one interviewer present. When only the interviewer was present, interviews were voice-recorded and the interviewer took notes. We asked a pre-determined set of questions and tailored each inquiry with follow-up questions based on each interviewee’s answers, at times referencing other interviewees’ answers. All efforts were made to encourage interviewees to expand on their initial comments following initial interview questions.

Stakeholders

Project stakeholders include Lansing area residents and business owners, community partners in the Michigan Avenue Corridor Improvement Authority, and designers and researchers of the Our Michigan Avenue website.

Methodology

Data Collection1) Interview questions were carefully formulated through a process of workshop

revision among group members and class members, with questions falling under the following main design areas: Social Networking, Transforming Print to Web, Information Architecture, and Visual Identity. (See Appendix A). Questions were designed to examine the types of spaces and activities participants inhabit and their motivations for doing so.

2) Contact groups included YSG Lansing and the Michigan Environmental Council.3) Interview times and locations were arranged, usually by email, and interviewees

were briefed about the project and goals of the interview beforehand.4) Interviews were conducted using pre-formulated interview questions and follow-up

questions tailored to each interviewee’s responses.5) Interview data was gathered through voice-recordings as well as note-taking by

hand.6) Data was entered into a database using the program Microsoft Access.

Data AnalysisResponses were entered into an Access database and tagged using the POEMS framework (people, objects, environments, messages, and services). Queries were then performed to find clusters of instances in which the tag labels came into play most often. This method provided a framework of general criteria for clustering data to reveal patterns pertaining to the four design areas: Social Networking, Transforming Print to Web, Information Architecture, and Visual Identity. It is important to note that the tag labels remained non-specified for several reasons. That is, we did not record the specific

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types of people, objects, environments, messages, and services in the responses due mainly to the small pool of data collected and the lack of a more sophisticated database structure. Consequently, we focused on the general labels themselves as a way to identify general patterns among the responses. For example, many responses to the question: “what does home look/feel like to you?” contained ideas and terms strongly associated with people and environments. Likewise, many responses to the question: “what activities do you participate in and why?” also contained terms strongly associated with people and environments; and these responses were subsequently tagged accordingly. A cluster of responses with people tags would then be assigned as a “strong” or “weak” match to aparticular design area—in this case the cluster of people tags was classified as a strong match to the design area of Visual Identity, because visual meaning, as we found, is often associated with relationships to people and a sense of community. In other words, many responses linked to Visual Identity contained the general category of people as an identifiable aspect of the response. Once all responses were tagged, a series of querieswas performed to find additional instances in which the tags appeared most often, and these responses were likewise clustered and matched similarly with respect to each area of the site design: Social Networking, Transforming Print to Web, Information Architecture, and Visual Identity. (See Appendix B).

Recommendations and rationales for the Our Michigan Ave site were formulated based on clustered matches and comments.

ApplicationsPOEMS tags were used to cluster relevant data, but tag items remained non-specified to accommodate the limitations of the research parameters and scope. The database program, Microsoft Access, was used to accelerate clustering of tagged responses.

Advice

Recommendations are focused on the following four site areas: Social Networking, Transforming Print to Web, Information Architecture, and Visual Identity. A rationale is provided for each design recommendation based on tag-matching comments and criteria (See Appendix B).

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Appendices

APPENDIX A: INTERVIEW QUESTIONS

Information Architecture, Social Networking, Transforming Print to Web:What places do you attend frequently? Why?Which activities do you participate in? Why?How do you hear about events, news, or other public things? Why do you prefer to get your info that way?

Visual Identity, Information Architecture:What is the first thing you think of when you think of the corridor? Why?What does home look/feel like to you?

Visual Identity:What things do you enjoy about the corridor? Why?

APPENDIX B: ANALYSIS TABLES

Social NetworkingCriteria Strong

Match Weak Match

Non-match Comments

People

X

Word of mouth is a common mode of obtaining local news because it is considered the most trustworthy mode of obtaining information.

Objects XEnvironments

XValued atmospheres are commonly characterized by a high potential for social interaction.

Messages

XInteraction provides sense of community while expanding knowledge through information sharing.

Services

XSocial networking sites such as Facebook and Twitter provide infrastructure for obtaining news by word of mouth.

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Transforming Print to WebCriteria Strong

Match Weak Match

Non-match Comments

People

XServices and social interaction are inter-connected.

Objects XEnvironments

XCommunities exist in enclaves within larger community. Authority is localized.

Messages

XMessages valued for expanding thinking on a topic. Interaction is valued as a site of democracy.

Services X Time is a valued commodity.

Information ArchitectureCriteria Strong

Match Weak Match

Non-match Comments

People

X

Information obtained by word of mouth is inherently more tailored to the news-gatherer’s interests, given that social networks are often based on similar interests.

Objects X Information objects should be changing and versatile.

Environments

X

Users lose patience when information appears cluttered. A sense of control and easy, quick access to content is highly valued.

Messages

XBusiness networking and community organizing are the most common motivations for shared activities.

Services

X

People tend to expect news to be somewhat tailored to their interests and are not likely to engage is a time-consuming search for information. Information architecture needs to be flexible to accommodate user preferences.

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Visual IdentityCriteria Strong

Match Weak Match

Non-match Comments

People

XVisual meaning associated with relationships to people and sense of community.

Objects

X

Objects have a social aspect.Visual familiarity and personal/historical associations with structures are valued as meaningful.

Environments

XUncluttered yet non-sterile, natural appearances are important.

Messages XServices X Consistent, quality presentation.

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Final Report

Recommendations

Social NetworkingWe recommend implementation of more social networking functions on the site for those who would use them, as many of our interviewees made it clear they gather news and information using that type of interaction. Effective communication can enable groups to take advantage of collective knowledge, resources, and contacts, making messages much more efficient at achieving goals. Moreover, social networking functions provide a means to developing large-scale forms of communication, and their elements can generally be put to good use on the site.

While the Our Michigan Avenue website does a good job of offering member profiles, many of the advantages of social networking are unavailable to site users. The most important of these is the ability to contact other site members. Although an email address is required to create a profile, it is not displayed on users’ public profile pages. This may be good for security purposes, but posting a visible email address should be an option for users who want to use the site as a means of communication with other members. Throughout the interviews, many participants noted that they prefer to get local news and information via word-of-mouth communication. Others mentioned that they gain a sense of community through interactions with different groups of people, and knowledge is often enhanced through verbal exchange. We concluded that social networking sites provide an excellent avenue for this kind of community interaction. Creating a way to contact other members is essential to helping facilitate this kind of communication.

Another way to help foster a sense of community utilizing email would be to create an optional subscriber newsletter. Site visitors could sign up to receive the newsletter when they create their accounts. This would provide members with up-to-date informationregarding community events. It also provides a way to transform print objects to digital media. While it may still be uncomfortable for some users who are new to the Internet, it would be the digital equivalent to receiving a monthly flier in their mailbox. Our Michigan Avenue could also create a presence on Facebook and Myspace that could serve as a form of news delivery for people who use those sites. Moreover, a presence on Facebook and Myspace could attract people to the site who wouldn’t normally hear about it. A Twitter feed could also be implemented to provide more up-to-the-minute news items.

Our Michigan Avenue members who actively use the social networking aspect of the site for contacting other members will no doubt want to search for specific people using the site. The problem is that the site currently has no way to search for members; they must be found via posts they make on the site. Adding a search bar would help users find people quickly. Giving users the ability to ‘friend’ others would facilitate interactions and would further enhance the “sense of community” that many interviewees value.

With so much work going towards expanding user interaction, there will also be a need to help create a stronger sense of individuality on the site. For example, the option to have a profile picture will give a face to the member name, and would go a long way towards distinguishing user members. Dividing profile pages into specific sections with labels

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such as “occupation,” “organization”, or “number of years associated with the corridor” would help establish credibility and personal interest and would prompt people to provide information to their profiles that they might not otherwise include. Allowing for links to Facebook or Myspace pages on member profiles could also help establish individuality among profiles. Providing the option to create a “signature” for posts that includes such links could also help create personality, as well as help to eliminate thoughtless discussion, as commentators would appear less anonymous.

While usernames are provided after comments for those who write them, they do not serve as a link to that user’s profile. This is something that needs to change, as an individual may have some interesting ideas, prompting others to want to find out if they have written other ideas elsewhere.

A good way to share ideas is through the use of message board forums. Many Internet users post to forums to participate in conversation. This could be a good way for corridor residents to come up with ideas and plans for improvement, and could function as an online meeting space. Using forums, people can also take part in discussions at their own convenience.

Social networking can open doors to better communication and provide collaboration opportunities among Our Michigan Avenue site users. In addition, creating a presence on other social networking sites would help attract new visitors. Improved social interaction and emailed newsletters would help create a richer sense of community, helping people feel more comfortable using the site, and in turn, inviting more community engagement in and around the Michigan Avenue Corridor.

Visual IdentityIn analyzing our data, we found that providing a sense of community and familiarity could draw people to the Our Michigan Avenue site more than any other aspect. Related to the “sense of community” people described, multiple interviewees expressed a yearning for tradition and preservation—that is, when they see familiar structures or places associated with their pasts, and the places are well-maintained, it brings people a sense of comfort and joy. Featuring photos of historical buildings or areas of Lansing will be appreciated by users as well as providing a sense of history the site currently lacks. Emphasizing a sense of history could help deepen a connection to the corridor for residents, young and old.

Interviewees also mentioned the importance of spending time with friends and making their homes comfortable, social places for family and friends. Including images of people gathered at local events (such as Lansing Lugnuts games, parades, art fairs, etc.) could foster a sense of community as well as a sense of friendship and connection to others.

Regarding style and design, the site should present a current, Web 2.0 look and feel, perhaps not the super trendy shininess Web 2.0 seems to have thrust upon us visually, but something reminiscent of Web 2.0 functionality and design. Rounded edges, very subtle gradients, clearly-defined content areas, etc. are all aspects of Web 2.0 design that avoid the cliché or contrived. Keeping the color scheme light and pleasant, in tune with

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naturally present colors (light greens, blues, and white) would be consistent withinterviewees’ comments on favoring uncluttered, non-sterile, yet natural spaces.

Overall, we feel it’s very important to dedicate a fair amount of real estate on the site to photography of significant places or people interacting. Keeping the site clean-looking via fresh color choices and thoughtful dedication of space is important. While our general style and scheme may seem simple, the use of photography will add visual interest as well as a plethora of connections tied to memories and personal preferences for the user.

Potential color scheme:

We’ve selected models for website design that we believe to contain positive aspects we could draw from:

http://summer.tnvacation.com/ is similar to ourmichiganave.org in that its purpose is to draw attention and showcase an area. While it’s a bit busy for our purposes, it is interesting visually. The fact that it features photography up front, has separate but harmonious content areas, and lacks any cliché gradients or shininess makes it a good example of the Web 2.0 look we recommend aiming for. The calendar adds an interesting possibility for our site as well—it could provide easy access to information regarding events in the area, and the “Upcoming Events” section is very straightforward and prominent, which could be especially beneficial for users.

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The “Tennessee Vacation” site also has a Google Map feature, but utilizes it better. On the Our Michigan Ave site, there are tabs for tagging different types of points on the map, but people don’t seem to have caught on. The setup displayed here is a little more intuitive. Displaying the map feature somewhere on the homepage is instrumental in identifying the function of the site, as well as making the site appear up-to-date technologically.

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http://www.globalonenessproject.org/ is also working to connect people and broadenawareness. They have a fresh color scheme, clear-cut content areas, and a focus on photography. The website isn’t too flashy, but reflects current trends and a sense of respectability. The dynamic panels on the header offer great visual interest and would work well on the Our Michigan Ave site to help unearth content that should be on the homepage but perhaps does not fit and or is less aesthetically appealing.

Information ArchitectureUsers want a straight-forwarded, uncluttered interface that organizes information in meaningful ways. In addition, users tend to expect news to be somewhat tailored to their interests and are not likely to engage is a time-consuming search for information. We feel that the best way to capitalize on our interview data in a meaningful way is to do a general “clean up” of the user interface, and to redesign how news and other dynamic content is displayed in a way that gives users more control.

In order to give users a sense of order and control, navigation should allow for quickaccess to concise information, while simplifying and further clarifying each application's purpose, to generally improve the cluttered feel of the site. This can be done by limiting what is displayed in dynamic applications, such as news, to give a cleaner, more organized feel to the site.

Information should be tailored to individual user’s interests and preferences as much as possible. We suggest a more robust tagging system. The tagging system should be simple, allowing users to tag any piece of media (a story, a picture, possibly a point on our map) and allowing for data to be sorted. Another recommendation aimed at giving users more control over how information is displayed is to allow users to choose “preferred tags” in their profile options. Media that matched a user’s preferred tags could then be shown first, removing the need for users to “go hunting” for items of interest.

Transforming Print to Web

It is important to understand the advantages and disadvantages of both print and web media. Print offers a large physical canvas (think of the size of an open newspaper). The design of a newspaper can be striking because the entire spread is visible at once. However, the information included in a print resource is limited by production and distribution costs. In contrast, the Web is an infinite space in which readers can move around.

By contrast to print, in which navigation consists of page turning, the Web is navigated by hypertext, which increases the engagement of the user, allowing a user to “choose their own adventure” and encouraging “user engagement that is made possible by non-static design elements” (Nielson, 1999). The most interactive websites often receive the deepest levels of engagement.

For the Our Michigan Ave site, the most potent element for providing deep levels of engagement is the map. Web technology allows an interactive map where the user can

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click on a region to go to a specialized page with more in-depth information, after which “an even greater amount of engagement follows from a more closely integrated interactive visualization where pointing to objects results in explanations or expansions in context” (Nielsen, 1999).

Moreover, to create a site where people will be inspired to participate and contribute to promoting change, it is important to create a site that seems “real.” Through our contextual interviews, we learned that communities exist in enclaves within a larger community and authority is often perceived to be localized. For the site to seem “real” and provide an impression that using the site will lead to direct changes, we need to create a site that does not ignore local particularities.

Our goal during contextual interviewing was to gather an idea of how local particularities might provide a more accurate representation of a space. In “Seeing Like an Interface,” Paul Dourish explores the relationship between society and technology, arguing that websites are a means for encountering and understanding the world around us. Dourish states, “social and cultural realties are not simply givens; they are performed, enacted, and reproduced in the course of everyday life” (2007). Similarly, the Our Michigan Ave site is also a site of social and cultural production.

In this light, we need to be sensitive to the ways in which practices of representation and the creation of meaning on the site are interconnected with broader power relationships along the Michigan Avenue Corridor. For example, the Google Map feature on the site is partial to a particular way of seeing the world. It shows streets, parks, some businesses, and other things that are assumed to reflect the patterns of life in the area. In fact, we cannot expect Google to understand what is important to those who occupy the Michigan Avenue Corridor. The Google Map shows the Corridor as a single grid when, in fact, it is made up of multiple grids and multiple cultures. As an example for comparison, the map below highlights representations of different cultural enclaves within a defined space. It is important to keep in mind, however, that certain highlighted aspects of the space may or may not be more important than others.

disney-pedia.blogspot.com/

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The unique and diverse space that characterizes the Corridor should be reflected in the map feature itself. This can be achieved by providing the map feature as an authoring tool for users so that it can better reflect diversity among communities and promote peer communication. The current map on the site allows people to mark important places, but does not advance a mission of encouraging participation and interactivity because it represents the Corridor as a homogenous space. Allowing people to share their personal culture with others via the map would increase engagement and participation. Possibilities might include allowing people to upload songs they have created, papers they have written, products they are selling, and services they are offering, so that people can get a feel for the culture by exploring the collective representation of the Corridor.

Conclusion

Revitalization and the Our Michigan Avenue site

Participants in this project range between 22 and 60 years of age, and all participants are Lansing area residents, while some participants are owners of small businesses along the Michigan Avenue Corridor. Recognition of the need for more economic integration is perhaps the result of a broad sense, among the residents and business owners in the area, that revitalization requires the work of the entire community. While some participants had visited or knew of the Our Michigan Avenue website prior to the interview process, none of the interviewees indicated they were likely to use the site to communicate or to establish networks with stakeholders via the site. This could be changed by improving the social networking functions of the site. Attracting users to the site and keeping them as regular users requires a greater attention to the overall visual identity and aesthetics of the site, as well as more personalized, and therefore faster, delivery of content that will be of interest to particular users.Furthermore, through increasing the engagement of the user at the site, it will then become possible to observe how the Our Michigan Ave site can function as a site for democracy that might encourage greater communication and productive activity along the Michigan Avenue Corridor.