user observation
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User Observation
Design insights through watchingChris Bernard, User Experience Evangelist, Microsoft
How can user observation help you be more
insightful. What techniques can be used for this.
This presentation covers methods used at the
Institute of Design and with a class project that
was done for Bose.
February 2008
2 User Observation | Design Methods 04/10/23
Topics for discussion
• Our session goals
• Design methods defined
• A design methods toolkit
• A sampling of methods
• A sample application: user research
• Discussion on level of effort, skills required
• Listing of resources and where to learn more
3 User Observation | Design Methods 04/10/23
Our goals for today’s session
• Know what design methods are and why they are valuable
• Know where they can bring extra value and differentiation to what you do
• Know where to apply them
• Know where to go to learn more about methods and the active design, development and business community that supports them
4 User Observation | Design Methods 04/10/23
Design methods defined
The goal of design methods is to gain key insights or unique essential truths that can create more holistic solutions to improve products and services as well as create better experiences for users. Insight is derived from a process that is structured and linear but also flexible and iterative.
Source: Nate Burgos and Adam Kallish, WikiPedia
5 User Observation | Design Methods 04/10/23
Design methods encompass a broad area that focuses on:
• Redefining the specifications of design solutions which can lead to better guidelines for traditional design activities (graphic, industrial, architectural, web, etc.);
Source: Nate Burgos and Adam Kallish, WikiPedia
6 User Observation | Design Methods 04/10/23
Design methods encompass a broad area that focuses on:
• Redefining the specifications of design solutions which can lead to better guidelines for traditional design activities (graphic, industrial, architectural, web, etc.);
(Incremental Innovations, Best Practices, Asset or Component-based Solutions)
Source: Nate Burgos and Adam Kallish, WikiPedia
7 User Observation | Design Methods 04/10/23
Design methods encompass a broad area that focuses on:
• Redefining the specifications of design solutions which can lead to better guidelines for traditional design activities (graphic, industrial, architectural, web, etc.);
(Incremental Innovations, Best Practices, Asset or Component-based Solutions)
• Exploring possibilities and constraints by focusing critical thinking skills to research and define problem spaces for existing products or services—or the creation of new categories;
Source: Nate Burgos and Adam Kallish, WikiPedia
8 User Observation | Design Methods 04/10/23
Design methods encompass a broad area that focuses on:
• Redefining the specifications of design solutions which can lead to better guidelines for traditional design activities (graphic, industrial, architectural, web, etc.);
(Incremental Innovations, Best Practices, Asset or Component-based Solutions)
• Exploring possibilities and constraints by focusing critical thinking skills to research and define problem spaces for existing products or services—or the creation of new categories;
(Breakthrough Innovations)
Source: Nate Burgos and Adam Kallish, WikiPedia
9 User Observation | Design Methods 04/10/23
Design methods encompass a broad area that focuses on:
• Redefining the specifications of design solutions which can lead to better guidelines for traditional design activities (graphic, industrial, architectural, web, etc.);
(Incremental Innovations, Best Practices, Asset or Component-based Solutions)
• Exploring possibilities and constraints by focusing critical thinking skills to research and define problem spaces for existing products or services—or the creation of new categories;
(Breakthrough Innovations)
• Managing the process of exploring, defining, creating artifacts continually over time
Source: Nate Burgos and Adam Kallish, WikiPedia
10 User Observation | Design Methods 04/10/23
Design methods encompass a broad area that focuses on:
• Redefining the specifications of design solutions which can lead to better guidelines for traditional design activities (graphic, industrial, architectural, web, etc.);
(Incremental Innovations, Best Practices, Asset or Component-based Solutions)
• Exploring possibilities and constraints by focusing critical thinking skills to research and define problem spaces for existing products or services—or the creation of new categories;
(Breakthrough Innovations)
• Managing the process of exploring, defining, creating artifacts continually over time
• Prototyping scenarios and solutions that incrementally or significantly address the problem
Source: Nate Burgos and Adam Kallish, WikiPedia
11 User Observation | Design Methods 04/10/23
Incremental innovation
• Builds on an existing product or model
• Creates incremental improvements that can differentiate
12 User Observation | Design Methods 04/10/23
Breakthrough innovation
• Combine multiple factors (such as product design, branding and service)
• Can create new value propositions (time savings)
13 User Observation | Design Methods 04/10/23
Disruptive innovations
Source: Doblin Group
• Are usually ‘platform’ based and are a ‘collection’ of innovations that may fall out of the typical ‘offering’ category
14 User Observation | Design Methods 04/10/23
What is a ‘typical’ design method process?
Source: Vijay Kumar, Institute of Design
15 User Observation | Design Methods 04/10/23
The process is iterative
Source: Vijay Kumar, Institute of Design
16 User Observation | Design Methods 04/10/23
…And typically uses a toolkit-based approach
Source: Vijay Kumar, Institute of Design
17 User Observation | Design Methods 04/10/23
A focus on knowing users
Source: Vijay Kumar, Institute of Design
18 User Observation | Design Methods 04/10/23
How a toolkit is applied: Knowing users
Source: Vijay Kumar & Patrick Whitney, Institute of Design
19 User Observation | Design Methods 04/10/23
Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
20 User Observation | Design Methods 04/10/23
Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
21 User Observation | Design Methods 04/10/23
Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
22 User Observation | Design Methods 04/10/23
Collecting data around insights and needs
Source: Vijay Kumar & Patrick Whitney, Institute of Design
Frameworks can be used to sort, massage and prioritize data
23 User Observation | Design Methods 04/10/23
POEMS Framework
• The POEMS framework is a structure that classifies data against modes that can impact the object or item being created and the human factors of an individual interacting with the object or item being created.
Source: Vijay Kumar, Institute of Design
24 User Observation | Design Methods 04/10/23
POEMS Framework
• The POEMS framework is a structure that classifies data against modes that can impact the object or item being created and the human factors of an individual interacting with the object or item being created.
Source: Vijay Kumar, Institute of Design
25 User Observation | Design Methods 04/10/23
Insights and needs to patterns
Source: Vijay Kumar & Patrick Whitney, Institute of Design
26 User Observation | Design Methods 04/10/23
Insights and needs to patterns
Source: Vijay Kumar & Patrick Whitney, Institute of Design
27 User Observation | Design Methods 04/10/23
Insights and needs to patterns
Source: Vijay Kumar & Patrick Whitney, Institute of Design
28 User Observation | Design Methods 04/10/23
Insights and needs to patterns
Source: Vijay Kumar & Patrick Whitney, Institute of Design
29 User Observation | Design Methods 04/10/23
Patterns to criteria
Source: Vijay Kumar & Patrick Whitney, Institute of Design
30 User Observation | Design Methods 04/10/23
From criteria to concepts
Source: Vijay Kumar & Patrick Whitney, Institute of Design
31 User Observation | Design Methods 04/10/23
From criteria to concepts (Let’s not move too fast)
Source: Vijay Kumar & Patrick Whitney, Institute of Design
32 User Observation | Design Methods 04/10/23
How can we make it relevant to what we do?
Project Vision
User Profiles & Scenarios
Feature Map
Information Architecture
Visual Design
Graphic Production
Design Style Guide
Content Assessment
Content Matrix
Content Plan / Strategy
Accessibility Review
Usability Test Plan
Usability Test Report
User Support Materials
Usability / Accessibility
Content
Visual Design
Information Architecture
33 User Observation | Design Methods 04/10/23
Design methods can be used to augment our traditional requirements definition in a more meaningful way and provide traceability and validation for design decisions that is more accurate than JRDs and stakeholder interviews
Project Vision
User Profiles & Scenarios
Feature Map
Information Architecture
Visual Design
Graphic Production
Design Style Guide
Content Assessment
Content Matrix
Content Plan / Strategy
Accessibility Review
Usability Test Plan
Usability Test Report
User Support Materials
Usability / Accessibility
Content
Visual Design
Information Architecture
34 User Observation | Design Methods 04/10/23
Design methods can also be used to figure out the what and not just the how of solving a problem
Case Study for Bose:Enhancing the buying experience for the Personal Amplification System
Source: Chris Bernard, Institute of Design
35 User Observation | Design Methods 04/10/23
Project topics
• Understanding of the product
• Traditional amplification
• Bose Personal Amplification (PAS)
• Understanding the customer
• Plans, methods, and analysis
• Findings
• Synthesis
• Recommendations
Source: Chris Bernard, Institute of Design
36 User Observation | Design Methods 04/10/23
How the Bose personal amplification system differs from traditional amplification
Public Address or
PA speakers
Source: Chris Bernard, Institute of Design
37 User Observation | Design Methods 04/10/23
How the Bose personal amplification system differs from traditional amplification
Instrument Amplifiers
Source: Chris Bernard, Institute of Design
38 User Observation | Design Methods 04/10/23
How the Bose personal amplification system differs from traditional amplification
Monitors or Wedge
Speakers
Source: Chris Bernard, Institute of Design
39 User Observation | Design Methods 04/10/23
How the Bose personal amplification system differs from traditional amplification
Mixing Board
Source: Chris Bernard, Institute of Design
40 User Observation | Design Methods 04/10/23
How the Bose personal amplification system differs from traditional amplification
Source: Chris Bernard, Institute of Design
1 2 3
41 User Observation | Design Methods 04/10/23
How the Bose personal amplification system differs from traditional amplification
Source: Chris Bernard, Institute of Design
1 2 3
42 User Observation | Design Methods 04/10/23
Protocol: Plan
Information about the consumer electronics industry and “music-based” products. BOSE
Bose background information PAS
Musicians’ experience with BOSE and PAS; strengths and weaknesses of PAS; purchasing
What do we know about musicians?
Apple store; B&O store; ABT store; Bose experience; purchasing experience; set-up experience; performing experience; experience with other musical products
What is important to musicians?
How can we better sell the Personal Amplification System to musicians?
Phase 1 - Secondary Research
Phase 2 - Primary Research
Secondary Research
Phase 3 - Analysis
Phase 4 - Synthesis
Recommendations
Source: Chris Bernard, Institute of Design
43 User Observation | Design Methods 04/10/23
Protocol: Methods & analytics
• Ethnographic methods• Survey: 14 respondents
• Interview: 3 musicians
• Videotape
• Digital Camera: 4 stores Apple, B&O, ABT, Guitar Center)
• 1 household
• 1 concert
• Field Notes
• Participatory methods
• Shadowing methods
Source: Chris Bernard, Institute of Design
44 User Observation | Design Methods 04/10/23
Protocol: The Journey
Areas of focus
Source: Chris Bernard, Institute of Design
45 User Observation | Design Methods 04/10/23
Themes
• ‘The collector’
• ‘Worship your hero’
• ‘This isn’t art, it’s my job’
• ‘Extreme hobbyist’
• AEIOU Defined
• Activities
• Environments
• Interactions
• Objects
• Users
Source: Chris Bernard, Institute of Design
• ELITO Defined
• Metaphor
• Observation
• Judgment
• Value
• Concept
46 User Observation | Design Methods 04/10/23
Themes
Key Metaphor Observation Judgments Value Concept or Criteria
Worship your hero
People buy gear because their heros or performers they like use it.
If they are a 'purist' they may reject the Bose approach outright.
Connection musicians to more musicians
Make this product what your 'hero' uses.
Some of this gear is old so they go on eBay to get it.
Adoption of the PAS may depend on age and technographic.
Flexibility, you can mimic all of your 'heros.'
Make it easier to worship.
This is stuff buy and don't rent.
Back to basics.
There is new technology that can mimic the sound of 'classic' equipment. Like the Line 6 PodXT and the Varilex Guitars.
Source: Chris Bernard, Institute of Design
47 User Observation | Design Methods 04/10/23
Themes
Key Metaphor Observation Judgments Value Concept or Criteria
This isn't art, it's my job (Cynical professional or Institutional User)
People play in churches
Some people want it cheap. Money matters.
Simplicity on the equipment site/easy setup
Develop your audience
People play in schools Comes apart without tools
Portable
The PAS would be considerably easier for a new beginner.
Connect audience to musicians
Difference practice and performance environment.
Flexibility
People play Gospel
Source: Chris Bernard, Institute of Design
48 User Observation | Design Methods 04/10/23
ThemesKey Metaphor
Observation Judgments Value Concept or Criteria
This isn't art, it's my job
Some people play multiple venues
Comes apart without any tools
Sound quality, clarity
Music sponsorship
Some people play multiple music genres
The artists are not in control of the traditional set up
Simplicity on the equipment side/easy set-up
Jam session in retail environment
The PAS would be considerable easier to set up for a show for a beginner
And big starts won't use it.
Portable Focus general business musicians
Musicians and audience hear two different sounds.
One system for electric and acoustic guitars.
Connecting musicians
Doesn't take up a lot of space.
Connecting audience to musicians
You can play it quiet. Connecting musicians and audience
New tech that mimic classic sound.
Audiovisual consistency/Eys and ears and harmony
Existing equipment can be too loud, vicious cycle.
Source: Chris Bernard, Institute of Design
49 User Observation | Design Methods 04/10/23
ThemesKey Metaphor
Observation Judgments Value Concept or Criteria
Extreme hobbyist
People play multiple music genres
Some people are more about the technology than the music
Connecting musicians
Endorsement by the "Heros."
New technology Some people want it cheap -money matter.
Flexibility Underlying tactic/Work of mouth
Sometimes you want to mess with your gear, sometimes you want to Play!
One system for electronic and acoustic guitars
Simplicity on the equipment side/easy set-up
Jam session in specific retail environment.
Most people own as opposed to renting
Comes apart without any tools
People purchase equipment on ebay and guitar center.
You can play it quiet
New technology that can mimic classic sound
Musicians like to play around with equipment in the purchase environment
Source: Chris Bernard, Institute of Design
50 User Observation | Design Methods 04/10/23
Who decides how the sound is?
• Musicians or…
• Venues (i.e ‘techs’ or sound engineers)
Source: Chris Bernard, Institute of Design
51 User Observation | Design Methods 04/10/23
Who decides how the sound is?
• Is is likely that venues that targeted musicians play in will adopt this system?
Source: Chris Bernard, Institute of Design
52 User Observation | Design Methods 04/10/23
What is important to musicians?
• Endorsement by heroes
• Culture of having stuff
Source: Chris Bernard, Institute of Design
53 User Observation | Design Methods 04/10/23
What is important to musicians?
• Trust word-of-mouth
• Proprietary sound
Source: Chris Bernard, Institute of Design
54 User Observation | Design Methods 04/10/23
Current retail channel
Problems:
• Current retail store is not helping consumers learn about the system
• People don't know the difference between Bose’s personal amplification system and other amplifiers
Source: Chris Bernard, Institute of Design
55 User Observation | Design Methods 04/10/23
Where is the Bose amplifier?
Source: Chris Bernard, Institute of Design
56 User Observation | Design Methods 04/10/23
Where is the Bose amplifier?
Source: Chris Bernard, Institute of Design
57 User Observation | Design Methods 04/10/23
Recommendations
Sell to the existing market by:
• Setting up demo areas
• Setting up and subsidizing practice environments
• Selling products on ebay
Source: Chris Bernard, Institute of Design
58 User Observation | Design Methods 04/10/23
Set up demo areas
• Use already established distribution channel (Guitar Center)
• Educate consumers
• Improved display area to showcase and explain the Bose personal amp system
• Knowledgeable sales staff
• Try Bose system
• Demo areas to compare both systems
• Allow musicians to practice with equipment
Source: Chris Bernard, Institute of Design
59 User Observation | Design Methods 04/10/23
Subsidize a practice environment
“It’s expensive to rent practice rooms, so we rent a practice room with a few other bands to split the cost and create a schedule for our practice times.”
“If one of the bands has equipment they are willing to share with the rest of the bands, they leave it in the practice room. In exchange for letting us use their equipment, they pay a smaller portion of the rent.”
Jenny Choi & Phillip Stone of Sanawan
Source: Chris Bernard, Institute of Design
60 User Observation | Design Methods 04/10/23
Sell product on eBay
• Many musicians buy equipment on eBay, but do not associate Bose with guitar amps
Source: Chris Bernard, Institute of Design
61
Redefine your market
• The current Bose marketing strategy for the PAS is too Rock-focused.
• The culture of the Rock musician doesn’t directly relate to the nature of the Bose PAS.
• The guy in this picture is NOT the guy that would buy a PAS
Source: Chris Bernard, Institute of Design
62
Redefine your market
• The image of rock music is exhibited in the large speakers, large spools of wire, large sound boards—the large image of rock in general seems to have become fundamental to the artist.
• The PAS is solving the fundamental problems of unnecessarily large amounts of equipment. In doing so, it immediately pushes itself out of the marketing range of a mainstream Rock market.
Source: Chris Bernard, Institute of Design
63
Suggestions for how to redefine the target market:
• Major venue placement
• Major entertainment programming with musical acts
• Musical festivals (with a focus on different genres)
Source: Chris Bernard, Institute of Design
Summary
65 User Observation | Design Methods 04/10/23
Design methods summary
• Design methods aren’t a replacement for your existing processes, they are a set
of techniques and methods for improving the quality of the data and insights
that go into existing artifacts we create everyday and drive the creation of
business strategy, requirements, vision, user profiles, user scenarios and
information design.
66 User Observation | Design Methods 04/10/23
Design methods summary
• Design methods aren’t a replacement for our existing processes, they are a set
of techniques and methods for improving the quality of the data and insights
that go into existing artifacts we create everyday and drive the creation of
business strategy, requirements, vision, user profiles, user scenarios and
information design.
• Design methods aren’t just for web sites or application development, they can
be used to shape and define business problems and the space in which solutions
can reside
67 User Observation | Design Methods 04/10/23
Design methods summary
• Design methods aren’t a replacement for our existing processes, they are a set
of techniques and methods for improving the quality of the data and insights
that go into existing artifacts we create everyday and drive the creation of
business strategy, requirements, vision, user profiles, user scenarios and
information design.
• Design methods aren’t just for web sites or application development, they can
be used to shape and define business problems and the space in which solutions
can reside
• Design methods (when more fully developed into our practice) can enable our
user experience team to work on a larger variety of projects and provide a new
dimension of customer value through their ability to generate tangible and
insightful solutions
68 User Observation | Design Methods 04/10/23
So, how much does it cost?
• Design methods are a collection of techniques that can be added to any project
• Small, modest efforts for focused problems (i.e. how to improve a registration process) can be completed with 1 to 2 FTEs in 2 to 3 week in 4 to 6 days
• Moderate efforts (i.e. how to improve an online shopping cart) require 2 to 3 FTEs and can be completed in 4 to 6 weeks
• Transformational efforts that look at an entire enterprise (i.e. what business should we be in) can take 6 to 8 FTEs and require up to six months to complete
69 User Observation | Design Methods 04/10/23
What’s the skill set?
• Individuals that have the following skills can usually pick up design methods quickly
• Interaction designers
• Information designers
• User researchers (ethnographers and anthropologists)
• Analysts
• User experience leaders
• User interaction designers and developers
70 User Observation | Design Methods 04/10/23
Resources
• Web• Design methods in detail, Wikipedia• Design Consulting Services, IBM• Design at SAP, Hasso Plattner (Keynote)• Institute of Design• Institute of Design Strategy Conference• The D-School at Stanford• BusinessWeek Innovation Design Channel• Elito Framework• POEMS Framework• AEIOU Framework (Framework discussion around ethnography)
• Related Books• Designing for Interaction, Dan Saffer• Designing Interaction, Bill Moggridge
• Tools• IDEO, Method Cards
• …or my blog, www.designthinkingdigest.com/
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