how do experiments fit into the design process?
TRANSCRIPT
#EXPERIMENTSinDESIGN @brettbircham
Experimentsin Design
Experimentsin Design
Where do fit
process?the
Questions Guesses Experiments
“Yes, I could ‘take a wild guess’, but I think I’ll do some tests”
The Scientific Method
Question Guess Experiment
Design Thinking
Who is my user?What matters to this person? What does it feel like to be that person? What are their
problems?What are their needs?
How can we solve their problem?
How can we demonstrate the idea or solution?
What worked?What didn’t?
The experiment
Who is the user?What are their needs?What are the opportunities?
What really matters?What aligns?
How can we solve their problem?
How can we see if our idea works?
Diverge/Converge (generate/validate)
Experiment here …and here.
Experimentsin Design
Where do fit
process?the
If the process provides you with a structure to ask the right questions,
…experiments fit into the process when you find you’re answering your questions with guesses.
Experimentsin
Design
How do differ depending
process?on where we are the
•Depends on the question•What’s at stake•Your budget•And how wild the guesses
Different techniques lend themselves to different types of questions
ConciergeFake Door Wizard of Oz
Is there demand or interest in our idea?Will people pay for it?
What are the most important problems?What are the most important features?
Does the solution work?Does it deliver the benefits predicted?
Kids publisher: lots of wild guesses“Which new ideas have legs?”
Kids publisher: lots of wild guessesWhich new ideas have legs?
Lots of ideas
What could we
do?
Any interest or
demand?
Fake Door experiments
What is th
e
proposi
tion?
Will people buy it??
Betting company: big investment“will the feature deliver the benefit?”
Betting company: big investment“will the feature deliver the benefit?”
What could we
do?
What is the best idea? Propositi
on
design
Will it deliver benefit?Few good ideas
Dragon’s Den-style assessment
Fairly straight forward
Wizard of Oz Experiment
Questions and Guesses•Try thinking about your work in terms of questions•Be aware of when your answers are more like guesses•See if there are ways to help make those guesses a little less wild.