design research thinking through making · 2012-03-01 · design research – thinking through...

..STBY...

Design Research – Thinking through makingBas Raijmakers PhD (RCA)

Creative Director at STBYReader at Design Academy Eindhoven

UX Hong Kong 2012 - published version

London Amsterdam

London / Amsterdam..STBY...

Design Research for

Service Innovation

STBY: A network company

��)(,#,-,�)��)+��-��'�)��2#��&4��3*�+#�(��,#!(�+�,��+�"�+,��(��)(,0&-�(-,9��"#,�-��'��+#(!,�-)!�-"�+��%!+)0(�,��+)'��#1�+,��+�(!��)��&�,7�2"#�"��&&)2,�-"��)'*�(4�-)��.1�&4�-�#&)+��"�*+)�0�-��+)0(��-"��(��,�)��-"��&#�(-9��"��)+��-��'�#(�&0��,�,*��#�&#,-,�#(��-"()!+�*"47�!+�*"#�7�#(�0,-+#�&��(��#(-�+��.)(��,#!(7��&'�'�%#(!7��+�(�#(!7�#(()1�.)(�,-+�-�!47��)''0(#��.)(,��(��"�(!��'�(�!�'�(-9�

��"�'�'��+�)��-"#,�-��'��(��,�#��-)��:�<,"�*��;8�4��+,�)��3*�+#�(��2)+%#(!�2#-"#(�-"�#+�,*��#�&#,-��&��#,��)'*&#'�(-��4��'0-0�&��*��3*�+.,��#(��,#!(�+�,��+�"�<��)'')(�!+)0(��2"#�"��)+',�-"��,-�+.(!�*)#(-��)+�-"��,#!(�)��"�*+)$��-9��"��,-+�(!-"�)��-"��,#!(�+�,��+�"��**+)��"�#,�-"�-�#-��&&)2,�-"��-��'�-)��**&4�-"�#+�+�,*��.1��#,�#*&#(�,�2#-"#(�-"#,��)'')(��)(-�3-9��"#,�*+)1#��,�-"��)'*�(4�2#-"��!+��-��&�)�� 3#�#&#-4�2"�(��**+)��"#(!��"�(�2�*+)$��-9�

��;,�#(�+�,-+0�-0+��#,�,*��#��&&4��,#!(��+)0(��&&)2#(!�,'�&&7��#��-��(��!#&��*+)$��-�-��',�-)�)*�+�-��-�-"�#+�'�3#'0'��*��#-49��"�� 0#�#-4�,0�"�2)+%#(!��++�(!�'�(-,��+#(!�#,��+0�#�&�2"�(��*.(!��3#,.(!�'�-")�)&)!#�,�-)�,*��#��&#�(-�(��,7��,�#-��&,)��3-�(�,�-)�#(�)+*)+�.(!�,*��#�&#,-,��+)'�-"��)'*�(4;,��3-�(,#1��,,)�#�-��(�-2)+%�#(-)��,*)%��*+)$��-�-��',9�

�)&&��)+�.)(,�2#-"�*�+-(�+��)'*�(#�,�'��(2"#&��+� ��-�-"��(�-2)+%��**+)��"�-)��,#!(�+�,��+�"�-"�-��"�+��-�+#,�,�,�+1#��,#!(9��"�1��2)+%��2#-"� )(�)(��(��0�&#(<��,��,#!(��)(,0&-�(�4��+,-�.)(�)(�*+)$��-,��)+��&#�(-,��,��#1�+,��,��&,�1#�+7��)(47��(��-"��7��(��2#-"�-"��0-�"<��,��!��)�#�-4�)(��,�+#�,�)��*+)$��-,��)(��+(#(!��+��,�+1#��,�#(�-"��-"�+&�(�,9�

�+)'�-"��)+��-��'�+#!"-�-"+)0!"�-)�-"#,�(�-2)+%�)��*�+-(�+,��(��,,)�#�-�,7��;,�#(-�+(�&�,-+0�-0+��&�(�,�#-�-"�� 3#�#&#-4�-)��*-��+)0(��&#�(-,�(��,7��&)(!�2#-"�-"��+�(!��(��*-"�)��3*�+.,��(��#(�)+��+�-)��&#1�+��.1��(��#(,*#+#(!�+�,0&-,9

!"#$%&$'()��,��#$'�%�+,��%��1�(��#$%��#�"#�&�1�(��+��4��(��+)0%$��&��,2#$%��#,,�+� ��)+� �14� 0%��&&4�

*++",-'.$+)��0�"-"�#!"��(��#(��+�'��**�&'�(��+$)&�#(��#(%�'#&#��(�)��((��/�'��(�5��#,)��$��$��,��+#��),

��

Multi-disciplinary team of design researchers

..STBY...

A Design Process

(Double Diamond Design Process, Design Council UK)

4

Discover Define Develop Deliver

..STBY...

A Design Process

5

Discover Define Develop DeliverMarket & Trend

Research

Pre-launch Testing & Validation

..STBY...

A Design Process

6


Research

Design

Market & Trend

Research

Pre-launch Testing & Validation

..STBY...

design the research methods

design the research process

design the research materials

design the research output

Design Research

7


Research

Design

+

PROBES

ROAD MAP VALUE MAP

IDEACLOUD

DESIGN DOCUMENTARIES

DAY IN THE LIFE

CONTEXT ANALYSIS

CUSTOMER JOURNEY

CARD SORT

BUSINESSMODEL CANVAS

AUTO ETHNOGRAPHY

SOCIAL MAP

THINKING HATS

SCENARIOS

NEEDS & INSIGHTS MAP

It’s got less to do with money than about not feeling guilty. As a person, I want to concentrate on certain things, like the environment.

I don’t let the children drain their bath because I can always use it for something else, like washing the dog’s bed.

SEco-sensitive and act accordingly - they recycle, minimise their use of natural resources, and feel good about doing it. Their routines are based on beliefs, not cost, and they articulately explain why whilst remaining open to learning more.

RS

HIGHWillingness to let eco concerns impact water consumption

LOWSensitivity to cost of water consumption

PERSONAS

..STBY...9

DAY IN THE LIFE

What An account of a particular person’s day - either an existing person or a potential future customer.

How This is essentially a story, which can be presented in several formats (text, video etc). It should always provide an overview of a typical day - including what a person is thinking and doing outside of the service interactions being focused on.

Why To understand the context in which a particular customer might encounter a service or touchpoint through narration.

DAY IN THELIFE

EXPLOREFILTERGENERATEELABORATE

..STBY...

DESIGNDOCUMENTARIES


What A design documentary is a short film that expresses perspectives of both the participant and the design researcher, and constructs a visual conversation between these.

How Design documentaries are mostly made with the people in the film, rather than about them. They decide with the researcher which aspect of their experience is the topic of the film, and also how to film it. Film techniques like observation, intervention, compilation and performance can all be used here.

Why To provide inspiration to design teams. They can also provide evidence for any subsequent analysis or concept presentation.

..STBY...

..STBY...

(With Radarstation)

10

..STBY...11

..STBY...12

..STBY...13

..STBY...

Thinking through making

1. Make something for the participantsto help them think.

14

What A social map describes and documents the social surroundings of a participant.

How The participant’s name is in the centre of the map. Their closest contacts are written in close proximity to this, with more distant contacts placed towards the edges of the map. Then add whatever else seems relevant. You can make the map with the participant during an interview, or ask them to make one beforehand.

Why To collect the material needed to understand of the participant’s social circles, and provide an overview of who they contact, when, and maybe even how.

What A visual or physical representation of the various groups involved with a particular service.

How Plot all stakeholders on a map and indicate how they interact with each other. This is best done in a workshop with several of these stakeholders present, to make sure none are overlooked.

Why To highlight the issues concerning each stakeholder group, and establish which issues apply to multiple groups.

SOCIALMAP


..STBY...

STAKEHOLDERMAP


..STBY...

SOCIAL MAP

(With Spur)

..STBY...17

..STBY...19

..STBY...22

AUTO ETHNOGRAPHY

What The participant observes and records his or her own life.

How Provide the participant with simple but stimulating tasks and tools — like a USB film camera, a script, a nice map to draw on and a series of text messages as prompts.

Why It gives you access to moments in participants’ lives that are impossible to observe as a researcher.

What Good ideas can be explained on the back of a beermat.

How Answer 4 questions about your idea: What is the opportunity? What is the idea? How would it work? What evidence supports the idea?

Why Get a deeper understanding of the idea by going beyond the initial sticky note description.

AUTOETHNOGRAPHY


..STBY...

BEER MAT


..STBY...

(With Spur)

..STBY...



2. Ask the participants to make somethingthat helps them to think.

26

..STBY...27

SCENARIOS

What A schematic overview that specifies and details each individual aspect of a service.

How Simply map out the various aspects of a service on several parallel timelines, showing how the expected use evolves for both the user and the provider. It’s best to do this collaboratively, bringing together various departments or teams to co-create the blueprint.

Why To create an overview of the service, and identify and highlight the most crucial areas of it.

What Hypothetical stories, created with sufficient detail to meaningfully explore a particular aspect of a service offering.

How Research data is used to construct a plausible situation, which is then presented using plain text, storyboards, or even videos.

Why To examine particular problems, brainstorm solutions, or explore painpoints and opportunities.

SCENARIOS


..STBY...

SERVICEBLUEPRINT


..STBY...

(With Yanki Lee)

Navigating Heartlands forum report, STBY for Heartlands, July 2008

Stuart, who is blind and has a guiding dogRobinson’s shaft

Events arena

Restaurant

People’s house

Playground

Diaspora garden

I would arrive at the

gate near Tesco

My mental model is a ‘droopy T,’

WIth navigation I think

in terms of ‘hitting things,’ so here I would

first hit Robinson’s shaft and then go either to the People’s house

or the Events arena

A boardwalk bridge is fine for blind people if it is

wide. I would notice the proposed sensory

experience through fog on the bridge, it would not hinder

me

A communication

technology that helps to get around would

be great for me but is not good for

everyone

I would interact with

people at the gate, ask my way, to HL personnel or the

public

Navigating Heartlands forum report, STBY for Heartlands, July 2008

Samantha, who has a learning disability and walks with sticks

Robinson’s shaft

Events arena

Restaurant

People’s house

PlaygroundDiaspora garden

I would like to hire an

electric wheelchair on site to move around the

park

I would go to

the performance space, or the arts

spaces, depending on the friend I

am with

First I would be cautious and go in a small circle and then when I know my way

better take larger circles. I know I can get lost quite easily

I would leave my electric wheelchair

sometimes to walk a little bit but I would

always want to keep an eye on

it

I would come by bus to

Cornwall College and enter via the Collage Gate, or

from the bus stop on Station Road

I would meet with a friend at

the café and then go around the

park

Artist studios

Bicycle hire

The event arena

is a good landmark for me I think because

it is unusual

Windmills

Village gate

..STBY...




3. Make something together with the participants,to think together.

31

..STBY...32

EXPERIENCEPROTOTYPE

What A prototype of a product or service that gives a feel for how it might work - even though it may not actually work (or resemble the eventual result). How Experience prototypes can take many forms and involve many techniques, from role-play to cardboard, sketches or films. Prototype early and fail often - let your creativity run wild!

Why To get a better idea of how the proposed new service might work, and to be able to engage in conversations about this with the people who might use the service in the future.

What A diary in which participants keep track of certain activities or events for a set period of time.

How The participant gets a diary or a camera (or both!) along with instructions on how, when and what to record. Design a nice one, with some humour or idiosyncrasy in the tasks, to make this an enjoyable activity.

Why To find out what people actually do and experience - as their memory might give a selective account when you ask later.

DIARYSTUDIES


..STBY...

EXPERIENCEPROTOTYPE


..STBY...

..STBY...

(With Yanki Lee)

33

We separate ourselves from the world outside...

(Objects by Jeremiah Krage)

...because we do not want to be disturbed!

We like to make a lot of noise...

... but create no more than a buzz in the building

Our community space needs private spaces too...

...where no one else can get inside

We separate ourselves from the general public...

...because some of our people need protection

..STBY...


design the research output

43

What An account of a particular person’s day - either an existing person or a potential future customer.

How This is essentially a story, which can be presented in several formats (text, video etc). It should always provide an overview of a typical day - including what a person is thinking and doing outside of the service interactions being focused on.

Why To understand the context in which a particular customer might encounter a service or touchpoint through narration.

DAY IN THELIFE


..STBY...

DESIGNDOCUMENTARIES


What A design documentary is a short film that expresses perspectives of both the participant and the design researcher, and constructs a visual conversation between these.

How Design documentaries are mostly made with the people in the film, rather than about them. They decide with the researcher which aspect of their experience is the topic of the film, and also how to film it. Film techniques like observation, intervention, compilation and performance can all be used here.

Why To provide inspiration to design teams. They can also provide evidence for any subsequent analysis or concept presentation.

..STBY...

..STBY...44

..STBY...

filming = storytelling film editing = analysis the films = the report

45

..STBY...




3. Make something together with the participants,to think together.

4. Help yourself (the design researcher) to think by making strong visual stories.

46

It’s got less to do with money than about not feeling guilty. As a person, I want to concentrate on certain things, like the environment.

I don’t let the children drain their bath because I can always use it for something else, like washing the dog’s bed.

SEco-sensitive and act accordingly - they recycle, minimise their use of natural resources, and feel good about doing it. Their routines are based on beliefs, not cost, and they articulately explain why whilst remaining open to learning more.

RS

HIGHWillingness to let eco concerns impact water consumption

LOWSensitivity to cost of water consumption

PERSONAS

PROBES

IDEACLOUD


DAY IN THE LIFE

CUSTOMER JOURNEY

AUTO ETHNOGRAPHY

SCENARIOS

NEEDS & INSIGHTS MAP

SOCIAL MAP

[email protected]@hellobas

stby.eu

design research thinking through making · 2012-03-01 · design research – thinking through...

Documents