From user research to ideation

Workshop on fast paced, guerrilla user research, synthesis and ideation

Maruša Novak & Damjan Obal @ blok_blok / Mladi.info / Mb, October 2012

“The creation and synchronization of the elements that affect users’ experience with a particular company, with the intent of influencing their perception and behavior.”

Unger & Chandler

“The creation and synchronization of the elements that affect users’ experience with a particular company, with the intent of influencing their perception and behavior.”

Unger & Chandler

UX

Getting there

User-centered Design (UCD), Goal-directed Design, Double Diamond ...

http://colly.com

The Undercover Manifesto*★ Introducing UX from the ground up★ Change comes through small victories★ Delivery, not deliverables★ Good design today is better than great design

next year★ Working with people, not against them★ Action, not words

* Bowles & Box

The Undercover Manifesto*★ Introducing UX from the ground up★ Change comes through small victories★ Delivery, not deliverables★ Good design today is better than great design

next year★ Working with people, not against them★ Action, not words

* Bowles & Box

guerrilla

DIY

Why research, you ask...

Why research, you ask...

Research = insight =understanding = better UX

= :)

But research is...

Expensive! Long! Waste of time!We lack skills for it!

But research is...

Expensive! Long! Waste of time!We lack skills for it! is it?

Let’s see, shall we?

9:00-10:00 - User Research 10110:00 - 11:00 - Go-out-and-play11:00 - 11:30 - Research synthesis & Ideation11:30 - 13:00 - Define the damn thing13:00 - 14:00 - Lunch14:00 - 15:00 - Fill. Make. Sell.

Oy, and coffee?!?

User research (for today)

The topic: Youth unemployment.

Research in-the-wild:★ Observation★ Contextual inquiry & Interviews★ Focus on interviews & forget target groups★ Be a ninja but not a voyeur

Weapons of choice: notepad, video & photo (phone is more than enough)

Interviewing 101★ PLAN AHEAD!★ Interview where the interaction happens★ Ask open-ended questions (look for HOW & WHY)★ Avoid a fixed set of questions★ Avoid leading questions (eg. What’s wrong with

your existing mobile application?)★ Focus on goals instead of tasks★ Encourage storytelling★ Ask for show & tell★ Master your small talk & improvise

Observation 101★ Explore the broader context (how does it all fit

together? what channels, what touchpoints?)★ Look for challenges★ Discover “hacks” and shortcuts★ Consider edge cases and extreme users

Observation 101

feeling / thinking / doing

motivations framing behaviors

Your turn / Interview Exercise

Topic: What was your first working experience like?Time: 2 minute eachRoles: Interviewed / Interviewer / Observer

Your turn. Again.

Go out and play. Explore. Observe. Talk. Interact. Take notes. Discover. & be back by 11:00

Get it all out

Note all observations, challenges and findings in short form. Each on a post-it. Also look at the photos, videos from the field.

Start alone, then in group.

(5 min)

Gather meaning

Create an Affinity Map. Cluster notes. Now. (10 min)

Research synthesis

Synthesis = sense-making through an iterative process of refining gathered data*

★ Identify opportunities (generative, change we can envision. Opportunities = solutions)

★ Identify patterns★ Discover the stories

* borrowed from Steve Portigal. Thanks Steve :)

From findings(it is hard to get a job) to opportunities (improve the recruiting experience) to ideation questions (how can we improve...?) to strategies (connect youth with jobs) to solutions (mobile job board).

Only ideas - not refined yet!

Towards Ideation

Define:

From findings(it is hard to get a job) to opportunities (improve the recruiting experience) to ideation questions (how can we improve...?) to strategies (connect youth with jobs) to solutions (mobile job board).

(20 min)

Your turn. Ideate!

Tell stories. Part 1: The hero.

Persona - user model, a composite archetype based on research with real users.

★ Personifications, presented as a real person ★ Persona vs. Stereotype★ Distinct set of behavior patterns★ Can represent nonusers★ Persona types: Primary, secondary,

supplemental, customer, served, negative

A design tool that also helps resolve the issue of:

★ The elastic user★ Self-referential design★ Edge cases

Part 1: The hero. Persona.

Tell stories. Part 2: Goals.

Goals are drivers behind behaviors.

★ Motivate usage patterns★ Don’t ask for goals. Reconstruct them. ★ Each goal in a simple sentence.★ Three types of goals:

★ experience goals (have fun)★ end goals (find a job)★ life goals (be successful in...)

Tell stories. Part 3: Scenarios.

Narrative as a design tool.

Scenarios vs. Journey Map vs. Experience Map

★ Context scenario★ Key path scenario★ Validation scenario

Channel: A medium of interaction with users. (TV, Mobile, Internet, Newspaper)

Touchpoint: A point of interaction involving a specific human need in a specific time and place

Part 3: Scenarios. Touchpoints vs. Channels

Name: Eli RothAge: 5Hobbies: Chasing my tailDaily routine: Eat. Drink. Sleep.Likes: Foooood.Dislikes: Walks in the park.Goals: Live long and prosper. Find that darn bone. Have a blast.

(10 min)

Your turn. Design personas.

Your turn. Tell/sketch the story.

Pair context scenario with a storyboard and introduce your solution(s).

How is your persona tackling the everyday challenges of work, volunteering, education... with the help of your solution?

Sketch & combine.

(30 min)

not

Your turn. Wireframes & lo-fi prototypes

Add UI mockups/wireframes/screens of your lo-fi prototype, glue to existing scenario. (20 min)

Back at 14:00Lunch

Your turn. Design the Box.

Make your idea tangible. 1. Fill the box (names, users, features, functions...) 2. Make the box (tagline, for who, compelling features, design) 3. Sell the box (30 min)

http://www.gogamestorm.com

Fun?Maruša Novak / @marusanovakDamjan Obal / @damjanobalblok_blok