deeper understanding – stories, observations, insights

@dszuc

WORKSHOP TODAY

The Exercises

Translation

Insurance Project

Example

Listening What did we learn?

What does it mean for our

practice?

Customer Journey Interviews Personas

AN INSURANCE BUSINESS

… WANTS TO UNDERSTAND WHAT USERS THINK ABOUT WHEN BUYING INSURANCE

HIRED YOU TO DISCOVER MORE ABOUT THIS

Exercise

BARRIERS OF DEEPER UNDERSTANDING

User Stories & Goals

Interactions & Touch-points

Pain Points

Products & Services

Interfaces

Gaps

Systems

Platforms

Early in Project

Many Users

Few Users

Comparative benchmarking

Summative testing Card sorting

Satisfaction surveys Market research

Iterative evaluation of prototypes

Evaluation of Designs

Ethnography

Stakeholder interviews

User observation

Walkthroughs Expert Reviews

Being Human

Item Description

Name Identify the person we are listening to

Quote Key quote that sums up the person

Goals To complete and where insurance co. can help

Issues Issues faced along the way

Persona

Relationships

Diversity

Caring

Truth

SYSTEMS

Management Structures Silos No Planning

No customer

truth

False Assumptions

Too much Rational Thinking

Tools

Language

Ego

WHAT FRUSTRATES YOU ABOUT DOING USER RESEARCH TODAY?

Exercise

YOUR LENS

Seeing Leading Communicating Listening Mentoring Constructing Probing Facilitating Deconstructing Feeling Connecting Framing

Synthesis Collaborating Envisioning Playing Critique Persuading

Map to roles

Human Qualities

HOW DO WE ENCOURAGE THE COLLECTION OF STORIES TOWARDS UNDERSTANDING USER NEEDS + MOTIVATIONS?

Exercise

SETTING THE STAGE FOR RESEARCH

WHO SHOULD BE INVOLVED FROM THE BUSINESS IN UNDERSTANDING OUR CUSTOMERS?

Exercise

PLANNING IS CRITICAL

WHAT DO WE NEED TO FIND OUT FIRST?

Exercise

Item Why Research themes UXD Agenda Immediate questions Fixes Stretch questions Product Strategy What to do with results Impact Known or unknown Gaps Assumptions Body of Evidence Other research Connecting data points Design Impact Observations & Insights Body of Evidence over time

Planning is critical

UNDERSTANDING PEOPLE

TELL US ABOUT A TIME WHEN SOMETHING WENT WRONG YOU NEEDED TO THINK ABOUT INSURANCE?

Exercise

Item Why Beyond discussion guide Peripheral goodies Not research Conversations Good conversations Flow to get to goodies Present Interested and aware Time Trust User need Not domain first, beyond

functions You are not the expert User being interviewed helps

drives part of the conversation

Understanding people

CAPTURING STORIES

Participant No Age Range Profession Description Describe the domain Influencers Story 1 Story 2 Story 3 Issues Observations Wish list Opportunities/ Improvements

Story Sheets

Item Why Call before Get to know Time Go deeper Stories Emotions, people, relationships,

motivations, issues

Your product & service is not their priority

How it fits into their lives is

Clues towards … Issues, motivations, opportunities

Boundaries Beyond what we see now

Capturing Stories

STORIES TO OBSERVATIONS

Item Why Transcribe stories Getting intimate with the data

Emotional words Drivers to do things people care about

Elements to unpack later Need for more detail (future research?)

Quotes Personas Deliverables Mapping data to its relevant

buckets Time consuming Good! Worth it!

Stories to Observations

OBSERVATIONS TO INSIGHTS

Item Why Reading stories (take turns) Capturing and listening Post it notes to the wall Capture and movement and

space Moving bits To see the data and group

and connect Structuring Map to deliverables Tell stories around the bits Deeper dives Gaps Identify a need to discover

more in the future

Observations to Insights

GROUP OBSERVATIONS INTO INSIGHTS

Item Why Refining Clarity Rinsing the data Clarity Revisiting story sheets Missing bits Grouping again New connections Moving to XLS Clarity

Group Observations into Insights

PROJECT SPACES

Purpose Profiles

Assumptions Metrics Goals Design Principles

Features + Prioritization

Task Models Journey Maps

Design Patterns + Standards

Artifacts

META

CUSTOMER

DESIGN

Stories

A HUMANE PRACTICE

Language

States

current +

future

Artifacts Design / Validate

Academy of Learning

Values

Beliefs

Behaviors

Human Qualities

Toolkits

WWW.UXHONGKONG.COM

Design Education Delight Design

Language

Product Management

Core Meaning

Creativity + Innovation

Human Qualities

THANK YOU TERIMA KASIH