powerful techniques to understand customer motivations
TRANSCRIPT
Powerful Techniques to Understand Customer Motivations
September 2016
Why this workshop?
Customer input for a meaningful solution
Products must fit lifestyle of users
Human mind is complicated
Conversations with users can feel incomplete...
What to ask next?
We’ll learn how to...
Become a better listener and reach a shared
understanding
Make a conversation unfold naturally and achieve a
strong rapport
Get rich information on users’ motivations,
expectations
We’ll learn how to...
Discover ways to get stories full of emotion and detail
Learn from the participant’s own insights about
themselves
Feel true empathy to generate a solution
LOOK EXPLORE PROTOTYPE TEST SHARE
Today’s work
Generative Research
Participants create an artifact with their hands
Because...
Hands-on exercises to enable conversations??
Why??!
What we say
How we feel
(gap)
interviews
observation
generativetools
saythink
do / use
know / feel / dream
What people... Methods
SAY
DO
MAKE
Surface
Deep
EXPLICIT
OBSERVABLE
LATENT
PUBLIC
PRIVATE
EASY
TO
SAY
HARD
TO
SAY
AWARE
UNAWARE
SPONTANEOUS
RATIONAL
PERSONAL, LATENT
INTUITIVE, IMAGINATIVE
UNCONSCIOUS, REPRESSED
DIRECT QUESTIONS
EXERCISES
PSYCHOLOGISTSESSIONS
VERBALIZE EMOTIONS / KNOWLEDGE TYPE OF EXERCISES
MA
P O
F O
UR
MIN
DS
Easier to thinkwhen we make stuff with our hands
Generative exercisesRemember, select, talk about and interpret past events
Describe behavior, thoughts, and feelings
Projective exercises
Talk about sensitive topics
Express abstract feelings and thoughts
UX DESIGN PROCESSGenerativeFramework
Type of exercises
LIST MAD LIB STORY TRACK SORT
MAKE DIAGRAM MAP PLAY HYBRID
Lists1. Collecting elements of a category (e.g. “types of meals I cook”)
2. Gathering feelings and needs around a topic
3. Compiling inventories (e.g. “What’s in my bathroom cabinet”)
4. Capturing schedules
5. Low effort to complete but yield rich discussion.
List combined with Diagram to show priority of elements—inner circle is higher priority
Concentriccircles of priorities
Research with students about their school experiences before & after immigration.
http://www.academia.edu/1473148/Interviewing_Participants_About_Past_Events_The_Helpful_Role_of_Pre-Interview_Activities
Timelapse list
Mad lib1. Eliciting associations, desires, preferences, values
2. Gathering participant’s own words around a prompt to help with evaluating the symbolic meanings associated with the topic
3. Can be used to assess motivations and attitudes
4. These are easier to create and offer high value results!
(Sentence completion)
Sentence Completion for Evaluating Symbolic Meaning
http://www.ijdesign.org/ojs/index.php/%20%20IJDesign/article/view/1166/523
Sentencecompletion
Mad Lib combined with sketch to understand the role of cash relative to digital payments
Complete sentences+ sketches
Story1. Learning about negative/positive events
2. Exploring a category—understanding perspectives and values around a topic
3. Gathering lessons learned
4. These are best as solo-work to enable enough time for reflection.
Snags & Delights are mini-stories about negative and positive experiences.
Mini stories
Letter to My Younger Self helps to understand the impact of past choices on a participant’s current state.
Letter to myself
The love andbreak up letter
A personal letter written to a product often reveals profound insights about what people value and expect from the objects in their everyday lives.
Sort1. Identifying and exploring categories
2. Understanding relationships among elements - leads to uncovering mental models
3. Learning about preferences and priorities (when participants rank order elements)
4. Remembering stories (when participants select or sort images)
5. Always collaborative to create a deck of triggers/images — it helps eliminate gaps in your individual thinking
Card sorting
Card sorting is a user-centered design method for increasing a system’s findability.
The process involves giving users a set of cards, each labeled with a piece of content or functionality, then you ask them to sort them into groups that make sense to them
Card sorting
Scenario-based sort with multiple decks: larger cards with scenario elements and smaller cards with social media elements.
Association deck
Photo deck to choose images that best fit certain criteria. This was an exercise to help participants practice developing a design vocabulary so they could react to unbranded website designs on the basis of imagery, color, and font only.
Track1. Recording behavior, routines, feelings over time
2. Gathering photos from participant POV—empowers your participants!
3. Enabling awareness of automatic behavior around a topic
4. Good platform for comparing moments (e.g. does this log reflect what is normal?)
Mood calendar
30 day Mood Calendar to track emotions, key moments, and provide a platform for follow-up discussion.
Digital journey
Discount snippet for week long diary using a smartphone to log moments
Visual story book of one particular event
Visual story book of one dinner - this project happened before smart phones. I like that it breaks down a 1 - 2 hour event into multiple stages to gather great process details. Participants took 10 - 15 photos over the course of the one special dinner.
Make1. Using metaphors & analogies to express hard-to-articulate ideas
2. Capturing moods & feelings
3. Generating future scenarios
4. Participants need lots of time to create and explain - do not rush!
Moodboard
Mood board collage to explore current state & future state.
In this exercise we made participants (Millennials) to plan their financial future, by forcing them to imagine their future selves to discover ways insurance fit into their story.
Timeline board
Cut-outs of design elements for participants to use to build paper prototypes, prioritize features, add new features, etc.
Cut-out interface
How to project your professional career by asking participants to map milestones and major achievements for their future.
Career model
Diagram1. Understanding timelines and steps in a process
2. Looking at relationships (e.g. people, objects, activities)
3. Exploring conceptual categories
4. Use simple Venns, 2x2s and linear scales as frameworks
5. Unless you know the user’s native terms, resist using internal labels on process steps—be vague (e.g. “how it begins”)
How time is spent vs how time would like to be spent.
Effort time spent
Map1. Understanding relationships among elements in a category
2. Comparing activities to locations
3. Creating multiple layers of meaning. Create ways to code and annotate the base layer in order to explore:
- likes/dislikes/feelings- channel use- purpose/role of mapped items- priority of mapped items
Social media tools this participant uses, the importance of each, how each is engaged with, the purpose of each and how she controls interactions among them.
Social media map
Business origami
Business Origami is a powerful research method for modeling and understanding complex services.
It helps to envision the story of how users experience a service. Making emphasis on key touchpoints during the interaction.
Since this a hands-on tangible artifacts method, it is easy for everyone to contribute without requiring diagramming skills or following any flowchart conventions
Play1. Exploring important scenarios - and noticing
emotions/assumptions in scenarios
2. Lessening pressure around sensitive topics
3. Gathering values, norms, rules, and native language
4. Exploring solution spaces
Role play
Participants were asked to emulate their ideal 1-on-1 session to improve the digital process of an application for 1-on-1s
Games
Participants were asked to act as objects or persons related to a service, this way we could see opportunities to improve the journey they go through when interacting in a service chain.
...you can alsocreate your owns
What would be next?1. Refine your technique and rapport-building skills
2. Explore all types of exercises
3. Apply and test the exercise with a wider audience
4. Interpret the results (Affinity Diagrams)
Takeaways
“It’s not the customer’s job to know what they want” - Jobs
Deeper emotions with hands-on exercises
Customize your own methods
[email protected] misaello misaelleon
You were awesome,
Misael LeonUX Designer
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
thanks!
Want to know more?
Talk to Sandra at (408) 890-2115
ux.nearsoft.com_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
[email protected] us at
Generative Research DIY
A GR Case Study: Life insurance for Millennials
List of UX Methodologies and Case Studies
Convivial Toolbox: Generative Research for the Front End of Design (Book by Liz Sanders)
Bringing Users into Your Process Through Participatory Design
From User-Centered to Participatory Design Approaches (Paper by Liz Sanders)
Liz Sanders - Co-creation and the New Landscapes of Design
Liz Sanders on Participatory Design (video)
Useful links