What they didn't know they needed
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What They Didn’t Know They Needed Megan Grocki - @megangrocki Amy Cueva - @amycueva
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Research traditionally uncovers known complaints and desires in terms of whatpeople will tell you. However it is via contextual or ethnographic observationthat you can witness “real world” behaviors, influences, scenarios,technologies, and actors all of which help you get the sense for what willtruly delight someone or alleviate frustration.Noticing where people spend their time doing things they “have to” anddon’t “want to” will lead to inspiration of what would make their lifemore convenient and less frustrating. An observation of what people want to do,enjoy doing, or look forward to doing, will lead to inspiration around whatwill make them shout from the rooftops in glee.In this presentation we will discuss how research inspires design and howreality inspires creativity.If you simply ask users about what would make life better, you will rarely getmeaningful answers. They are just not good at envisioning revolutionarysolutions. It is really easy trap to fall into during a traditional usabilitytest to ask “what would the ideal experience be for you?” Unfortunately, ifyou base your design on those responses, you won’t get a breakthrough.Instead of relying on divine intervention for new ideas, we will focus onactivities such as Laddering, Game play, Storytelling and Triading that canhelp expose opportunities for radical innovation and designing products thatpeople can’t live without.
Transcript of What they didn't know they needed
What They Didn’t Know They Needed
Megan Grocki - @megangrocki Amy Cueva - @amycueva
@megangrocki @AmyCueva
Who are we?
Amy Cueva Founder & Chief Experience Officer [email protected]
Megan Grocki Senior Experience Designer [email protected]
We’ll share some stuff… but we are just scratching the surface!
@megangrocki @AmyCueva
What (tf) are we going to talk about?
ê Different approaches to research + design
ê Getting the right information from research
ê Generating design ideas
ê Design execution considerations
@megangrocki @AmyCueva
Who are you?
@megangrocki @AmyCueva
User-Centered Design
We love users.
@megangrocki @AmyCueva
Genius Design
@megangrocki @AmyCueva
Research Methods
ê Laddering
ê Triading
ê Storytelling
ê Game Play
ê Desirability Testing
@megangrocki @AmyCueva
Laddering
ê Simple & Systematic
ê Clinical Psychology/Marketing
ê Get beyond surface to their core values and uncover meaning
ê Experiences designed based on meaning have more traction than those based on attributes
ê The art of asking “Why? Why?”
@megangrocki @AmyCueva
Research technique to uncover core values
Laddering
@megangrocki @AmyCueva
Triading
Discover dimensions that are relevant to audience
@megangrocki @AmyCueva
Storytelling
ê Asking directly about needs and goals can limits our insight
ê Give human characteristics to an interface
ê Their perspective on how they interact with it
ê Lets participants explore approaches with their own filters
@megangrocki @AmyCueva
Storytelling Storytelling
Gain insights into human perspectives
@megangrocki @AmyCueva
Game Play
ê Break free from rigidity of traditional interview styles
ê Ease stress on participants, making them less reserved
ê Allows researchers to observe people in competition
ê Capture emotional reactions
ê Insight into communication styles
@megangrocki @AmyCueva
Game Play
Break free of the rigidity of traditional interviews
@megangrocki @AmyCueva
Desirability Testing
ê Which visual design evokes a better emotional response?
ê Halo Affect
ê Why not just ask them which design they like better?
ê Assess emotional impact and how it aligns with brand
ê Qualitative & Quantitative
@megangrocki @AmyCueva
Desirability Testing
Assess the emotional impact of a design
@megangrocki @AmyCueva
Other research approaches
ê Laddering
ê Triading
ê Storyteling
ê Game Play
ê Desirability Testing
ê Contextual Inquiry
ê Ethnography
ê Bodystorming
ê Early usability testing
ê Comics, sketching
@megangrocki @AmyCueva
Findings Prioritization, Visualization, & Team Building
2 3 41 5 6 7
Importance High
Low
@megangrocki @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??
@megangrocki @AmyCueva
Generate some fracking amazing ideas.
@megangrocki @AmyCueva
But wait… First you need to figure some things out.
ê What are your experience objectives?
ê What is your organization’s risk tolerance threshold?
ê Who will be involved in generating ideas, communicating them, and executing on them?
ê Who are your allies? Form a multi-disciplinary team and start communicating from the start.
@megangrocki @AmyCueva
Brainstorming. Let’s get this party started right.
ê Lotus Blossom Technique
ê Brain Writing
ê Brain Drawing
ê User-Centric Narrative & Storytelling
ê Slot Machine of Goodness
ê Brainstorming Solo Chauncey Wilson is the master.
@megangrocki @AmyCueva
Lotus Blossom Technique
Topic
A
D
F G H
E
C B
A B C
E
H G F
D Topic
@megangrocki @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
1. Hand pages out to each person
2. 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
3. Repeat several times and collect all the pages
4. Twist: This method could be tried via email
@megangrocki @AmyCueva
Brain Drawing
ê Round robin brainstorming for rapidly
generating concepts & ideas
ê Requires people to write and draw quickly
and show their results to others on the team
ê Twist: This could be tried in “asynchronous”
fashion in a group area
Brain Drawing for the concept “Filter Object”
@megangrocki @AmyCueva
User-Centered Narrative & Storytelling
@megangrocki @AmyCueva
Slot Machine of Goodness
ê Select Topic
ê Lists in Columns
ê Select one from each column
ê Ideas in the overlap
Topics Maslow’s Hierarchy of Needs
Channels, Attributes, or Methods
@megangrocki @AmyCueva
Solo Brainstorming
ê Take your work offsite. Go for a sensory overload or underload
ê Go crazy on a whiteboard. SKETCH. Just. Go. Crazy.
ê Take a shower. The water increases circulation to your brain.
ê Caffeinate and eat chocolate.
ê Go for a drive, rock out. This can facilitate your “brain marination”.
ê Take a break, or switch tasks.
ê Go to sleep. But before you do briefly contemplate the problem.
ê Talk to someone who has no idea about the problem space.
@megangrocki @AmyCueva
Execution Considerations
ê Communicate: What is the best way to communicate these ideas? Make the business case. Speak their language.
ê Divide and conquer: Distribute concepting responsibilities
ê Validate: A design is just a hypothesis until you see it being used.
ê Prioritize: How will you prioritize the ideas?
ê Roadmap: Determine your plan for execution.
@megangrocki @AmyCueva
Give the business what they didn’t know they needed.
ê Gradually integrate user touch points into every project.
ê De-mystify it. Don’t freak them out with big words or big budgets to start (unless they get it of course).
ê Involve the business in the process. Have them brainstorm. Have them design. Have them witness research and testing.
ê Work with them, how can they make sure this idea will not lose the business money or get them fired?
ê Introduce corporate design challenges.
@megangrocki @AmyCueva
Questions?
???
@megangrocki @AmyCueva
Contact Us
Amy Cueva Founder & Chief Experience Officer [email protected]
Megan Grocki Senior Experience Designer [email protected]
