what they didnt know they needed ia summit2010
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What They Didn’t Know They Needed
Megan Grocki - @megUX
Amy Cueva - @amycueva
@ MegUX @AmyCueva
Who are we?
Amy CuevaFounder & Chief Experience
Officer
Megan GrockiSenior Experience Designer
We’ll share some stuff…
but we are just scratching the surface!
@ MegUX @AmyCueva
What (tf) are we going to talk about?
Different approaches to research + design
Getting the right information from research
Generating design ideas
Design execution considerations
@ MegUX @AmyCueva
Who are you?
@ MegUX @AmyCueva
User-Centered Design
We love users.
@ MegUX @AmyCueva
Genius Design
@ MegUX @AmyCueva
Research Methods
Laddering
Triading
Storytelling
Game Play
Desirability Testing
@ MegUX @AmyCueva
Laddering
Simple & Systematic
Clinical Psychology/Marketing
Get beyond surface to their core values and uncover
meaning
Experiences designed based on meaning have more
traction than those based on attributes
The art of asking “Why? Why?”
@ MegUX @AmyCueva
Research technique to uncover core values
Laddering
@ MegUX @AmyCueva
Triading
Discover dimensions that are relevant to audience
@ MegUX @AmyCueva
Storytelling
Asking directly about needs and goals can limits
our insight
Give human characteristics to
an interface
Their perspective on how they interact with it
Lets participants explore approaches with their
own filters
@ MegUX @AmyCueva
StorytellingStorytelling
Gain insights into human perspectives
@ MegUX @AmyCueva
Game Play
Break free from rigidity of traditional interview
styles
Ease stress on participants, making them less
reserved
Allows researchers to observe people in
competition
Capture emotional reactions
Insight into communication styles
@ MegUX @AmyCueva
Game Play
Break free of the rigidity of traditional interviews
@ MegUX @AmyCueva
Desirability Testing
Which visual design evokes a better emotional
response?
Halo Affect
Why not just ask them which design they like
better?
Assess emotional impact and how it aligns with
brand
Qualitative & Quantitative
@ MegUX @AmyCueva
Desirability Testing
Assess the emotional impact of a design
@ MegUX @AmyCueva
Other research approaches
Laddering
Triading
Storyteling
Game Play
Desirability Testing
Contextual Inquiry
Ethnography
Bodystorming
Early usability testing
Comics, sketching
@ MegUX @AmyCueva
Findings Prioritization, Visualization, & Team Building
2 3 41 5 6 7
Importance Hig
h
Lo
w
@ MegUX @AmyCueva
So you’ve gotten to the core of what makes people tick, their emotional triggers, and their cognitive expectations. The team gets it.
Now what??
@ MegUX @AmyCueva
Generate some fracking amazing ideas.
@ MegUX @AmyCueva
But wait… First you need to figure some things out.
What are your experience objectives?
What is your organization’s risk tolerance threshold?
Who will be involved in generating ideas, communicating them, and executing
on them?
Who are your allies? Form a multi-disciplinary team and start communicating
from the start.
@ MegUX @AmyCueva
Brainstorming. Let’s get this party started right.
Lotus Blossom Technique
Brain Writing
Brain Drawing
User-Centric Narrative
& Storytelling
Slot Machine of Goodness
Brainstorming Solo
Chauncey Wilson is the master.
@ MegUX @AmyCueva
Lotus Blossom Technique
Topic
A
D
F G H
E
CB
A B C
E
HGF
D Topic
@ MegUX @AmyCueva
Brain Writing
Procedure 1
1. Present a group with a request for ideas
2. Ask people to write down ideas
3. Take those ideas and pass them to another person who reads the ideas and adds several more
4. Iterate several times (generally taking no more than 5-15 minutes)
Procedure 2
5. Hand pages out to each person
6. Ask the person to write 3 ideas on a page and put it in a pile and take one from the pile (or a clean sheet),
read the items and add a few more
7. Repeat several times and collect all the pages
8. Twist: This method could be tried via email
@ MegUX @AmyCueva
Brain Drawing
Round robin brainstorming for rapidly generating concepts &
ideas
Requires people to write and draw quickly and show their results
to others on the team
Twist: This could be tried in “asynchronous” fashion in a group
area
Brain Drawing for the concept “Filter Object”
@ MegUX @AmyCueva
User-Centered Narrative & Storytelling
@ MegUX @AmyCueva
Slot Machine of Goodness
Select Topic
Lists in Columns
Select one from each column
Ideas in the overlap
Topics Maslow’s
Hierarchy of
Needs
Channels,
Attributes, or
Methods
@ MegUX @AmyCueva
Solo Brainstorming
Take your work offsite. Go for a sensory overload or underload
Go crazy on a whiteboard. SKETCH. Just. Go. Crazy.
Take a shower. The water increases circulation to your brain.
Caffeinate and eat chocolate.
Go for a drive, rock out. This can facilitate your “brain marination”.
Take a break, or switch tasks.
Go to sleep. But before you do briefly contemplate the problem.
Talk to someone who has no idea about the problem space.
@ MegUX @AmyCueva
Execution Considerations
Communicate: What is the best way to communicate these ideas? Make the business case. Speak
their language.
Divide and conquer: Distribute concepting responsibilities
Validate: A design is just a hypothesis until you see it being used.
Prioritize: How will you prioritize the ideas?
Roadmap: Determine your plan for execution.
@ MegUX @AmyCueva
Give the business what they didn’t know they needed.
Gradually integrate user touch points into every project.
De-mystify it. Don’t freak them out with big words or big budgets to start (unless they get it of
course).
Involve the business in the process. Have them brainstorm. Have them design. Have them
witness research and testing.
Work with them, how can they make sure this idea will not lose the business money or get
them fired?
Introduce corporate design challenges.
@ MegUX @AmyCueva
Questions?
???
@ MegUX @AmyCueva
Contact Us
Amy CuevaFounder & Chief Experience
Officer
Megan GrockiSenior Experience Designer