research and design methods - healthcare experience design conference 2012
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Research and Design Methods
Michael Hawley Megan Grocki Adam Connor
@madpow
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@madpow
Infusing Research Into Design
Analysis Paralysis
Loudest Customer Complaint Syndrome
Too Many Ideas
Stuck in a Creative Rut
Uniting a Team Around a Common Vision
Finding Budget For Research
Too Many Cooks In the Kitchen
Decision by Committee
Agreeing on Design Decisions
The Swoop and Poop
The CEO iPad Christmas Gift Effect
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@madpow
Design Studio
Experience Visioning
Research
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@madpow
Why Research?
@hawleymichael
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@madpow
Why Research? Design is Decision Making Copy Trends
Experiment, Learn and Adjust
Intuition or Preferences
Informed by Research
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@madpow @hawleymichael
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@madpow
When All Else Fails, Do It Anyway
@hawleymichael
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@madpow
Research Buzz Word Bingo
Affinity Diagraming
Desirability Studies
Laddering Likert Scales Tree Testing
Card Sorting Eyetracking Rapid Iterative
Testing A//B Testing Field Studies
Contextual Inquiry
Heuristic Reviews
Site Surveys First-click
testing Mental Models
Repertory Grid Focus Groups Intercepts Galvanic Skin
Response Collaging
Diary Studies Task Analysis Unmoderated
Testing Customer
Feedback Panels Cultural Probes
Design Ethnography
Triading Mood Maps 5-Second Test Web Analytics
@hawleymichael
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@madpow
Step 1: What Question You Are Answering?
Concept Business Task/Workflow Usability User
@hawleymichael
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@madpow
Step 2: What Data Source Do You Have?
http://www.useit.com/alertbox/user-research-methods.html
@hawleymichael
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@madpow
Step 3: Where Are You In the Design Process?
Strategy and Inspiration Optimization and Refinement Benchmarking and Assessment
Research Goal
Early feasibility, thinking about walking in the user’s shoes
Still looking for opportunities, but also narrowing down scope, looking for improvements to structure, and minimizing risk
Measuring design against prior versions and competition. Validating ROI or identifying future opportunities.
Methods Ethnography, contextual inquiry, diary studies, surveys, comparative studies, participatory activities
Card sorting, online usability testing, surveys, desirability studies, naming studies
A/B testing, SUMMI and SUS, vertical benchmarking, ongoing user community commentary
Interactive Assessment
Low-fidelity artifact testing, exploratory, looking for reactions
Mid-fidelity artifact testing, pre-defined tasks, still plenty of moderator interaction. Iterative if possible.
High-fidelity usability testing, strict set of tasks, statistical considerations for post-task ad post-test questionnaires.
@hawleymichael
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@madpow
ê Agile Versus Waterfall
ê Innovation versus Refinement/Improvement
ê Marketing vs. Transactional vs. Informational Experiences
ê Skepticism of User-Centered Design
ê Stakeholder Influence
ê Team Member Engagement and Observation
ê Time & Budget
ê Access to Participants
Don’t Forget: Business Realities
@hawleymichael
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@madpow
User-Centered Design
Research Inspired Design
“Genius” Design
Research Approach
@hawleymichael
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@madpow
Design Studio
Experience Visioning
Research
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@madpow
ICE BREAKING What do we do with the research?
ê Personas include a narrative, but sometimes we need more detail than a snapshot can show
ê Journey models help us write and illustrate a story of interactions and relationships
@megangrocki
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@madpow
ICE BREAKING Bringing the audience to life
ê Paradigm shift from systems of transaction to systems of engagement
ê It’s easy to get lost in data, but we can’t forget about the human elements
span numerous channels.
@megangrocki
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@madpow
ICE BREAKING What is a journey model?
@megangrocki
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@madpow
ICE BREAKING What is a journey model?
@megangrocki
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@madpow
ICE BREAKING What is a journey model?
@megangrocki
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@madpow
ICE BREAKING What is a journey model?
@megangrocki
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@madpow
ICE BREAKING
Source: Andrea Resmini & Dan Willis
ê How it could be (happy path)
ê How it really is (more realistic path)
Potential vs. Reality
@megangrocki
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@madpow
ICE BREAKING How are journey models used?
ê Create strategic vision prior to detailed design
ê Build consensus with stakeholders, showing opportunities across the ecosystem
ê Identify key interactions to prototype and test
@megangrocki
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@madpow
ICE BREAKING How do you make a journey model?
ê Identify the patients or users
ê Craft realistic scenarios
ê Develop the best template type
ê Review research & fill gaps
ê Create the journey map or model
ê Share and iterate (ongoing)
ê Don’t forget to use them!
@megangrocki
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@madpow
ICE BREAKING What do you include in a journey?
@megangrocki
ê Goals
ê Timeline
ê Emotions
ê Touch Points
ê Actions
ê Opportunities
ê Perceptions
ê Motives
ê Expectations
ê Audio
ê Video
Photo: Alinea Restaurant
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@madpow
ICE BREAKING Telling the story and keeping the journey alive
ê Shout from the rooftops!
ê Display prominently in common work areas
ê Invite the personas and their journey models to meetings
ê When new research is done, update the journey model
@megangrocki
Photo: Daniel A. Norman
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@madpow
Design Studio
Experience Visioning
Research
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@madpow
Synthesize
Create / Refine
Observe / Evaluate
@adamconnor
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@madpow
Synthesize
Create / Refine
Observe / Evaluate
Solution Solution Solution
Solution
Solution Solution
Solution
Solution Solution
@adamconnor
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@madpow
ê Getting consensus from stakeholders and team members on which concepts to eliminate, which should be refined and eventually choosing one, can take a very long time
ê Never enough time and money to fully flesh out and evaluate every idea with users
ê As projects progress, new requirements and constraints often emerge
Challenges…
@adamconnor
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@madpow
Design Studio = +
Synthesize
Create / Refine
Observe / Evaluate Solution Solution
Solution
Solution
Solution Solution Solution
Solution Solution
@adamconnor
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@madpow
Sketch Present Critique
@adamconnor
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@madpow
Sketch Present Critique
@adamconnor
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@madpow
Sketch Present Critique
@adamconnor
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@madpow
Sketch Present Critique
@adamconnor
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@madpow
The Setup
http://www.john.do/blog/wp-content/uploads/2010/08/mouse-trap-1.jpg
@adamconnor
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@madpow
ê Personas
ê Scenarios
ê Business Goals
ê Design Principles
Materials
@adamconnor
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@madpow
ê A timer
ê Paper
ê Black markers
ê Tape/drafting dots
ê Butcher paper (optional)
ê Red & green markers (optional)
More Materials
@adamconnor
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@madpow
Sketch, Present, Critique
@adamconnor
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@madpow
ê Focus on how/why a design does or doesn’t satisfy a goal or user need.
ê Ask questions when necessary.
ê Presenters should clarify aspects of their design when necessary, and avoid getting defensive.
ê Don’t get stuck on avoiding “I like...” and “I don’t like…”. Just bring it back to the scenario, personas and goals
ê Avoid problem solving.
Notes on Critique
@adamconnor
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@madpow
2 more rounds
ê Individuals focus on a single solution (of their choosing)
ê Groups collaborate and define a single solution together
And now back to sketching…
@adamconnor
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@madpow
The Aftermath
http://www.youtube.com/watch?feature=player_embedded&v=bPNyK7XTy6o
@adamconnor
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@madpow
ê Good ideas can come from anywhere
ê Builds a shared understanding of the problem space and the different perspectives individual team members have of it
ê Speeds up the design timeline in a project
ê Builds a shared sense of ownership and collaboration in the creation of the solution
ê Gives non-designers an opportunity to understand the ramifications that various decisions have on aspects of the design
Additional Benefits…
@adamconnor