Design research - Interdisciplinary Product Development · IDEO, Human Centered Design (HCD)...

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IPD University of Illinois At Chicago Interdisciplinary Product Development Innovation Center 2015 Fall Semester Susan Stirling [email protected] Design research: eldwork basics 1 Fieldwork overview: an ethnographic approach Primary and Secondary research Observation basics Q+A, in-class activity and wrap up References: Techniques & Approaches for User Research,©2006 Conifer Research Steelcase, User Observation Field Notebook IDEO, Human Centered Design (HCD) Toolkit, 2 nd edition 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization, ©2013 Vijay Kumar

Transcript of Design research - Interdisciplinary Product Development · IDEO, Human Centered Design (HCD)...

Page 1: Design research - Interdisciplinary Product Development · IDEO, Human Centered Design (HCD) Toolkit, ... Ethnography is the systematic study of people and cultures. ... periodicals

IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Design research: fieldwork basics 1

Fieldwork overview: an ethnographic approach Primary and Secondary research Observation basics Q+A, in-class activity and wrap up

References: Techniques & Approaches for User Research,©2006 Conifer Research Steelcase, User Observation Field Notebook IDEO, Human Centered Design (HCD) Toolkit, 2nd edition 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization, ©2013 Vijay Kumar

Page 2: Design research - Interdisciplinary Product Development · IDEO, Human Centered Design (HCD) Toolkit, ... Ethnography is the systematic study of people and cultures. ... periodicals

IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

What is the value of user research?

innovation  

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

What is the value of user research? people are experts of their own lives innovation

 

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Ethnographic approach

innovation  

Ethnography is the systematic study of people and cultures.

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Ethnographic approach why?

innovation  

Apply social science methods to the creation of new products, services and customer experiences Gather data: observe activities and document what people do in context Analyzing data: making sense and meaning of user activities and interactions Results in: a deep understanding of users Allows for: concepts that address the broad view of needs of users

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Primary vs. Secondary Research

innovation  

Primary Research is original research. In user-centered design we are interested in first hand accounts of the user experiences. Main techniques are observations, interviews and surveys. Document experiences with sketches, photos and video. Secondary Research involves gathering of information that has been collected by others. Books, professional journals, newspapers, periodicals and case studies are examples of secondary resources. Make sure online sources are reliable.

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Primary Research: observing users

Observing everyday lives of users will reveal tacit needs that people are typically unable to articulate What is a tacit need? •  Needs that are not easily articulated verbally •  Users don’t necessarily know– and can’t always

communicate– what they need •  Revealed through observation by researchers

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

observing users why?

Observing everyday lives of users will reveal tacit needs that people are typically unable to articulate Provides a quantity and richness of data

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

observation basics

References: Steelcase, User Observation Field Notebook

What to look for?

•  Work-arounds: what people invented to get the job done •  Barriers: overt hurdles and sticking points •  Repurposed objects: shows unmet needs •  Wear patterns: show vital clues •  User “torture”: discomforts that users endure

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

observation examples

work-arounds and adaptations in the workplace

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

observation basics how to?

References: Techniques & Approaches for User Research,©2006 Conifer Research

Take notes in a field notebook 3 types of notes:

•  Inscriptions: time and place memory jogs •  Interpretation: stories or sketches of context •  Transcriptions: capture observations in sequence

Tips: •  Identify big buckets of information •  Build a custom notebook if necessary •  Review notes, debrief with team

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

field notes pros/cons

References: Techniques & Approaches for User Research,©2006 Conifer Research

Pros:

•  Visual •  Inexpensive •  No bulky gear •  Unobtrusive

Cons:

•  Takes time •  Recording speed limited •  Researcher style

differences

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

photography basics

References: Techniques & Approaches for User Research,©2006 Conifer Research

Powerful tool to capture images of people, places & artifacts Features:

•  Documents steps in a process •  Context •  Measure of proof •  Documentation of behaviors •  Relationships between people and environment

Tips: •  Use an unobtrusive camera •  Organize files •  Photograph from different points of view

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

photography pros/cons

References: Techniques & Approaches for User Research,©2006 Conifer Research

Pros:

•  Visual •  Available on all cell

phones •  Captures details and

emotion

Cons:

•  Users can be wary •  Requires organization •  Flash can be disruptive •  May not be allowed in

sensitive situations

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

videography basics

References: Techniques & Approaches for User Research,©2006 Conifer Research

Captures human activity in real-time Features:

•  Ideal for activities •  When time sequence of activities is important •  Provides dense record of activity

Tips: •  Use hand held video to record informal activity •  Fixed video (tripod) creates comprehensive record

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

videography pros/cons

References: Techniques & Approaches for User Research,©2006 Conifer Research

Pros:

•  Comprehensive record of activity and interactions

•  Readily available on mobile devices

•  Great tool for storytelling

Cons:

•  Expensive tool •  Users and companies

may resist •  Analysis is time-

consuming •  May not be allowed in

sensitive situations

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

self documentary basics

References: Techniques & Approaches for User Research,©2006 Conifer Research

Combines subject-generated photos with annotations or journal writing Features:

•  Users’ own representations •  Self documents activities and environments •  Participant decides what to include

Tips: •  Select motivated users •  Provide clear and simple instructions

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

self documentary pros/cons

References: Techniques & Approaches for User Research,©2006 Conifer Research

Pros:

•  Yields rich data •  Users are invested •  Provides visual material

for presentations •  Reveals patterns in

targeted environments

Cons:

•  Time consuming and demanding for participants

•  Requires commitments that some users will not be able to adhere to

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

survey basics

References: Techniques & Approaches for User Research,©2006 Conifer Research

Quantitative data to round out research Considerations:

•  Sample size: control •  Survey design: not too complex •  Analysis: may need professional help

Tips: •  Keep it simple •  Use an online tool

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Research framework: A E I O U

References: Techniques & Approaches for User Research,©2006 Conifer Research

A E I O U is a simple framework that helps researchers collect and interpret observational data A = Activities. What are people doing? E = Environments. Where are these activities taking place? I = Interactions. Who is interacting with whom? O = Objects. What artifacts and objects do you observe? U = Users. Who is there? What are their roles and relationships?

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Secondary Research: where to begin?

Collection and analysis of already published material. What are reliable sources of data? •  Internal sources: annual reports, surveys, sales data •  Online sources: blogs, web sites and databases* •  U.S. government agencies and reports •  Industry studies and reports: can be costly •  Books, magazines, newspapers and trade publications •  Professional association publications

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

Secondary Research: Pros and Cons

Advantages:

•  Vetted and factual •  Edited information •  Easily accessible •  Often free •  Allows easy comparison

of data sets

Disadvantages:

•  Information can be dated •  Data categories may not

match •  Data collected for other

purposes •  Proprietary information

can be costly

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

In class activity and assignment: Team and individual research: primary + secondary

In your teams come up with ideas: 1.  Where can we observe?

•  Activate your network: who do you know? •  Contact UIC: active construction •  Contact dealers for customers?

2.  Secondary research: see Basecamp for assignment

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IPD

University of Illinois At Chicago Interdisciplinary Product Development

Innovation Center 2015 Fall Semester Susan Stirling [email protected]

thank you