workshop #12: research toolbox: exploring innovation opportunities, emotion and desirability by...
TRANSCRIPT
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Research toolbox: Exploring innovation opportunities, emotion and desirability Miriam Walker 9 September 2016@miriamswalker
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Commerical in Confidence 2
Intros 9:30 Purpose of exploratory research 9:50 Transforming through research 10:10 Choosing research methods 10:20 Break 10:45 Personal journey maps 10:55 Magic thing 11:30 Microsoft Product Reaction Cards 12:00 Wrap up 12:10
Agenda
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Commerical in Confidence 3
Introduction
Your name" Your role""What you’d like to learn today
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Understand the role of exploratory research
Introduction
Commerical in Confidence 4
Understand the potential of research to transform
Learn to apply three research methods: • Personal journey maps
• Magic Thing
• Microsoft Product Reaction Cards
Get better at choosing research methods for exploration
What you’ll learn!
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Commerical in Confidence 5
Purpose of exploratory research�
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Purpose of exploratory research
British Design Council: Double Diamond!
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Purpose of exploratory research
Digital Arts Network (Auckland)
Discover Design Implement Measure MeasuredOutcome
Business Objective
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Exploration helps us find opportunities by: • Understanding users • Environments • Business goals and technology
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Purpose of exploratory research
Types of research
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Transforming through research"
What don’t you !know, that you !don’t know?!
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Evaluation helps us select and iterate to: • Choose the best ideas • Refine and improve design • Find problems
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Purpose of exploratory research
Types of research
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Measurement helps us: • Understand what changed because of our
design
• Identify areas for further improvement
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Purpose of exploratory research
Types of research
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. . Purpose of exploratory research
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What research methods "have you used? Two minutes to write down as many research methods as you’ve used (one per Post It)
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. . Purpose of exploratory research
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What don’t you know that "you don’t know? Which of your research methods are best at finding the things that you don’t know to ask? Stick your research method Post-Its on the wall
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Transforming through research�
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. . Transforming through research
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Coach and train new researchers
Demonstrate your methods to a colleague
Show the value by sharing outcomes and insights
Get product managers and business owners to observe
Provide input for business strategy and purpose
Explore opportunities, not just pain points
Create a user centred culture and organisation
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. . Transforming through research
Commerical in Confidence 16
Hearts and !minds!
In small groups, 10 minutes to share your experiences: 1. How have you shared your
research?
2. Who did you involve?
3. What were your goals by involving them?
4. What was the impact?
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Choosing exploratory research methods�
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Dian Fossey ��An Anthropologist �who researched �Gorillas
http://www.bbc.com/news/magazine-30313306
Choosing exploratory research methods
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The pinnacle of qualitative research? • What questions was Dian "
trying to answer? • What methods did she use? • What were the strengths
and weaknesses of her methods?
Choosing exploratory research methods
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Choosing exploratory research methods
Scientists seek a "universal truth
By Rich Gold- approx 2001?
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. . Choosing exploratory research methods
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Scientific research often starts with a belief (the hypothesis)
E.g. chocolate helps people to sleep
The holy grail of science "research is proof
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. . Choosing exploratory research methods
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An experiment is designed to gather data to test the hypothesis (the methodology).
E.g. For 30 nights, students eat 100g dark choc at 9pm and rate their sleep /10 at 8am.
The holy grail of science "research is proof
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. . Choosing exploratory research methods
Commerical in Confidence 23
We try to avoid bias from participants and researchers.
E.g. Give 100g identical fake choc on half the nights. Each student has both fake and real chocolate (on different nights).
The holy grail of science "research is proof
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. . Choosing exploratory research methods
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We run statistics to test whether we have supported or disproved the hypothesis.
E.g. Wilcoxon Signed Ranks test indicates that sleeping after chocolate was significantly better than with fake chocolate Z = 21 p=0.027.
The holy grail of science "research is proof
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. . Choosing exploratory research methods
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But we can’t conclusively prove the hypothesis over an alternative explanation.
E.g. Chocolate only increases students’ sleep OR our result applies only to Whittakers
The holy grail of science "research is proof
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. . Choosing exploratory research methods
Commerical in Confidence 26
Scientific research often starts with a belief (the hypothesis) An experiment is designed to gather data to test the hypothesis (the methodology). We try to avoid bias from participants and researchers. We run statistics to test whether we have supported or disproved the hypothesis. But we can’t conclusively prove the hypothesis over an alternative explanation.
E.g. chocolate helps people to sleep E.g. For 30 nights, students eat 100g dark choc at 9pm and rate their sleep /10 at 8am. E.g. Give 100g identical fake choc on half the nights. Each student has both fake and real chocolate (on different nights). E.g. Wilcoxon Signed Ranks test indicates that sleeping after chocolate was significantly better than with fake chocolate Z = 21 p=0.027. E.g. chocolate only increases students’ sleep OR our result applies only to Whittakers
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Setting research goals: • What do we want to know?
• What are the opportunities?
• Who are our target users?
• What behaviours, attitudes, environments and products do we want to understand?
• What do we already know or have?
• Who are our competitors?
Commerical in Confidence 27
Choosing exploratory research methods
Exploratory research questions
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. . Choosing exploratory research methods
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Practicalities What research methods do you choose most often?
Why do you choose those methods?
What are the constraints that apply most often in your work?
10 minute group discussion.
Please appoint a spokesperson to share your key points.
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Research goals • What do we want to know?
• What are the opportunities?
• Who are our target users?
• What behaviours, attitudes, environments and products do we want to understand?
• What do we already know or have?
• Who are our competitors?
Commerical in Confidence 29
Choosing exploratory research methods
Exploratory research "planning questions
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Digital Arts Network often find ourselves running usability testing and interviews. These are generally 1:1 sessions Why?
Commerical in Confidence 30
Choosing exploratory research methods
Why are 1:1 methods "and usability testing "so popular?
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• Explore details of something in the past
• Avoid assumptions about what happens/ed
• Understand emotions about current experiences
• Increase empathy and understanding from researchers
• Find new opportunities for design / pain points
• Generate ideas • Encourage positive and
negative feedback
Commerical in Confidence 31
Choosing exploratory research methods
Why expand our "techniques?
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Commerical in Confidence 32
10 minute break�
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Personal Journey Maps�
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Commerical in Confidence 34
Personal Journey Maps
Deciding to visit New Zealand
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Identify areas for improvement, based on pain points with a current experience. Explore experiences that take place over time (e.g. medical conditions from symptoms, through diagnosis and treatment) Explore strong emotions Understand where the user interacts with multiple touch-points.
Commerical in Confidence 35
Personal Journey Maps
Why map the journey "of an individual?
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Start with real stories and experiences Avoid creating journey maps that are aggregations of idealised user behaviour and experiences Exploring both positive and negative experiences.
Commerical in Confidence 36
Personal Journey Maps
How we map the journey
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1. Provide the prompt “Tell me about your experience of …"
2. Ask your participant to describe the steps
3. Write one step per Post-It and add to the timeline
4. Probe gently with “how did that feel” for painpoints and move the Post-Its up and down
5. Probe for more details on key touch-points and steps – add more Post-Its into the timeline
6. Use additional prompts “What happened next?” ”What did you do?” “What did you use?” “What did you see?” “Who did you talk to ?” “Who was with you?” “What did you say?”
Commerical in Confidence 37
The Process
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• A user recounts a real experience from their lives
• The user talks the researcher through each step
• Add actions and interactions (touchpoints) at every step
• Add emotions and pain points - probe and prompt gently
• Identify pain points and areas for improvement
• Discuss any obvious ideas for improvement (but don’t expect to solve everything in the session)
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Personal Journey Maps
Mapping the journey "together
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Prompts: Where did you start? What happened? What happened next? Where did you start? What happened? What happened next?
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Personal Journey Maps
Map of visiting the airport In groups of five people, the person who visited the airport most recently is your research participant.Story: Tell me about the last time you visited the airport.
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Personal Journey Maps to: • Explore details of something
in the past • Understand emotions • Increase empathy and understanding
from researchers • Find new opportunities and problems • Avoid assumptions about
what happens/ed
Commerical in Confidence 40
Personal Journey Maps
Why would we use Personal Journey Maps?
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Magic Thing
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“Imagine you had a magic thing that could [solve your problems / make your life better / manage your health / achieve your goals / make travel more enjoyable / help you save money] …” Make a prototype! Sketch, act, construct.
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Personal Journey Maps
Use, imagine or create "a magic thing
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• What happens? • What does your magic thing do? • Why does that help you? • What happens next? • How does your magic thing change
your life? • How often would you do this? When? • Where would you do it? • How important is this to you?
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Personal Journey Maps
Probes for each usage scenario
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• Problems, pain points and opportunities • Ideas for solutions (though this is more
about understanding the opportunity for innovation than solving a problem)
• You will be able to probe on why, when and how the problem happens
• Where and when a product or service might be used
• Ideas for using a new technology (e.g. this technique was used to explore mobile connected devices – in the 1990s)
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Personal Journey Maps
What will you learn
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But magic thing is not so useful for understanding: • How usage will evolve over time • The effect of advertising or other
marketing on expectations of how something will be used
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Personal Journey Maps
What will you learn
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Ideas for clients (or create your own) a) Client A helps families hire nannies b) Client B creates products for endurance
triathletes c) Client C specialises in adventure travel
for people in wheelchairs
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Choosing exploratory research methods
Activity: Plan a Magic Thing activity In pairs, you have 10 minutes to • Pick a client • Decide what you want to learn • Decide who to recruit • Write your Magic Thing instructions
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To deepen the scenario and add realism, ask participants to: • Make a model of their magic thing
(playdough, popsicle sticks, pipecleaners) or sketch a picture and explain it
• Give it a name • Tell you “What is the first thing you see
when you open it up?” • Prompt with “What else does it do?” • Ask “How has it made your life better?” • Perhaps act or roleplay with the the
interviewer
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Personal Journey Maps
Extending Magic Thing
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Outside an interview: • Use magic thing in a group, for role-
playing with others. To explore social and group usage.
• Ask participants to carry their magic thing for several days and keep a note of how they use it - to explore mobility, time and real life needs. Some researchers have observed magic thing usage over several days.
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Personal Journey Maps
Extending Magic Thing
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Magic Thing to understand: • Pain points • Expectations • Explore opportunities for design • (Sometimes) generate ideas • Explore opportunities
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Personal Journey Maps
Why would we use "Magic Thing?
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Microsoft Product Reaction Cards
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We want to know if a product or service is desirable. But: • There is no single characteristic or
behaviour that makes products desirable (E.g. are we aiming for clean and easy-to-use OR engaging and inspiring)
• Qualitative feedback is hard to summarise and compare across participants and products
• Negative feedback can be hard to elicit from participants – people want to please
• Comparing the product team’s goal with users’ experiences can feel like conflict
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Microsoft Product Reaction Cards
Why is desirability hard to measure?
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. . Microsoft Product Reaction Cards
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The complete set of 118 Product Reaction Cards Accessible Creative Fast Meaningful Slow Advanced Customizable Flexible Motivating Sophisticated Annoying Cutting edge Fragile Not Secure Stable Appealing Dated Fresh Not Valuable Sterile Approachable Desirable Friendly Novel Stimulating Attractive Difficult Frustrating Old Straight Forward Boring Disconnected Fun Optimistic Stressful Business-like Disruptive Gets in the way Ordinary Time-consuming Busy Distracting Hard to Use Organized Time-Saving Calm Dull Helpful Overbearing Too Technical Clean Easy to use High quality Overwhelming Trustworthy Clear Effective Impersonal Patronizing Unapproachable Collaborative Efficient Impressive Personal Unattractive Comfortable Effortless Incomprehensible Poor quality Uncontrollable Compatible Empowering Inconsistent Powerful Unconventional Compelling Energetic Ineffective Predictable Understandable Complex Engaging Innovative Professional Undesirable Comprehensive Entertaining Inspiring Relevant Unpredictable Confident Enthusiastic Integrated Reliable Unrefined Confusing Essential Intimidating Responsive Usable Connected Exceptional Intuitive Rigid Useful Consistent Exciting Inviting Satisfying Valuable Controllable Expected Irrelevant Secure Convenient Familiar Low Maintenance Simplistic
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Ask: • How does using this product made you
feel? • How does this service made you feel? • How would you like to feel when using
this product? • How would we like users of this product
to feel about the product?
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Microsoft Product Reaction Cards
Prompts Invite participants to pick 5 words
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The only word that’s ever misfired is Simplistic Google search dictionary: “treating complex issues and problems as if they were much simpler than they really are.” The meaning is negative But ”simplistic” is often misinterpreted as a fancy word for “simple”. So people think it’s positive.
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Microsoft Product Reaction Cards
A caution – “Simplistic” "is confusing
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Commerical in Confidence 55
Microsoft Product Reaction Cards
Beware the word cloud Word clouds are misleading and not helpful for summarising qualitative data Phrases get split and lose meaning or context e.g. “Not helpful” or “Easy to use” “don’t like” Some words have different meanings in different contexts
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1. Form product teams 2. Each team has a secret product. Shhhh! 3. Open your teams’ secret product
envelope. 4. Each person picks the five words that
would make you love this product 5. Combine your words - vote using
coloured dots 6. – which words got the most votes for
your product? 7. Fill in your product poster (five minutes)
Report back: “My ideal [product] is (word 1, word 2, word 3, word 4)
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Microsoft Product Reaction Cards
Activity: Describe desirability for your secret product
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. .
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Microsoft Product Reaction Cards
Two minutes to guess the products "Put post-it notes with your guess next to the poster
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. .
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Microsoft Product Reaction Cards
Product Reaction "Card usage
Use Microsoft Product Reaction Cards to: • Understand the feeling you are trying to
create • Test or demonstrate a prototype or
product with users • Compare products (e.g. against
competitor’s products) • Talk to current customers
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. . . .
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Wrap up
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. .
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Wrap up
Responding to "briefs
In groups, review your brief: • What questions do you want to answer? • What risks do you see in this project? • What research methods could you apply?
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. .
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Wrap up
Why did we learn these techniques?
Personal Journey Maps to: • Explore the past • Understand emotions • Increase empathy • Find new opportunities • Avoid assumptions
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. .
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Wrap up
Why did we learn these techniques?
Magic Thing to understand: • Pain points • Explore opportunities for design • (Sometimes) generate ideas
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. .
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ClosWrap upe
Why did we learn these techniques?
Microsoft Product Reaction Cards: • Elicit the desired and actual experience
qualitatively • Get positive and negative feedback • Allow comparison between participants
and products • Make it easy to summarise qualitative
data
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. . Wrap up
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What worked well?
What could be improved?
Session feedback