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DISCUSSION GUIDES Getting to Everything BUT the Kitchen Sink
BOSTON UXPA 2015
ZARLA LUDIN Director, Insights
EMILY CHU Senior Design Researcher
MEENA KOTHANDARAMAN Customer Experience Strategist
+
THE GOOD, THE BAD & …
is a discussion guide?
WHAT Why is it
? IMPORTANT
What makes a
discussion guide?
GOOD
…THE UGLY (and that creates tensions)
“Eek. We are doing research. What do we ask?”
“So many questions! So little time.”
“Is that really the question we should be asking? How do we know?”
“We keep on asking the same questions. How do we change that?”
“One more focus group. Yay. I’m so excited. (NOT!)”
AND MORE. IT GOES ON…
TIME TO REFLECT & BRING CLARITY
Re-examine goals and objectives of the study
Pause. Identify the realities
Design the study to get the data needed
… in order to create rationales and frameworks that increase the credibility of doing experience research.
What should a good rationale do? • Identify the knowns and unknowns that need to be addressed • Answer “why” and “how” the research will be meaningful • Compartmentalize learning needs • Align the team on the direction forward
ST
EP
1
ESTABLISH THE RATIONALE
Because if your rationale is not documented, it doesn't exist!
Plot all the questions you want answered during a given research engagement. Reflect: • What do we know
about the people and the outcome we hope to study?
• What is the priority: people, or outcome?
ST
EP
2
PLOT PEOPLE & OUTCOMES Outcome Needs
KNOWN
Outcome Needs UNKNOWN
Peop
le N
eeds
UN
KN
OW
N People N
eeds K
NO
WN
OUTCOMES What is being
created
PEOPLE Who its being
created for
EXPLORATORY RESEARCH
VALIDATIONRESEARCH
DISCOVERY RESEARCH
DEFINITIONRESEARCH
Peop
le N
eeds
UNKNOW
N
People Needs
KNOW
NOutcome Needs
KNOWN
Outcome NeedsUNKNOWN
What else can we do? What works? What doesn’t?
What is relevant to people? What should it be?
DATA TO INSPIRE
DATA TO INFORM
ST
EP
3
Bring meaning to your research questions by applying the questions to the framework
CLARIFY RESEARCH CONTEXT What quadrants do your questions fall into ? • Data to inspire? (left) • Data to inform? (right)
NOW, LET’S TALK ABOUT A REAL PROJECT in the energy sector.
S T E P 1 Establish the rationale
• Need a design tool to better understand business customers and how they interact with the utility
• No studies done in 125 years
• Research will be applied to new website design
S T E P 2 Plot people & outcomes
People: Business customers at 3 different levels
Outcome Needs KNOWN
Outcome Needs UNKNOWN
Peop
le N
eeds
UN
KN
OW
N People N
eeds K
NO
WN
What is your relationship with utility?
What is your relationship with energy?
How do you pay your bill?
How do you know you have the right rate?
What do you expect as feedback when participating in an energy efficiency program?
How should your account be managed to help you go more green?
S T E P 3 Clarify research context Data to inform? Data to inspire?
• Both! • Data to inspire - we
needed to learn about the beliefs and expectations of energy and utility
• Data to inform - we needed to understand how people use the website
NOW THAT WE KNOW
The research rationale
What is known (and not known) about the people and the outcome expected
The goal to inform or inspire
Lets’ talk about the discussion guide again.
RESEARCH ENGAGEMENT FRAMEWORK
EMOTIONS ATTITUDES APTITUDES BEHAVIORS
WHAT WE LEARN
Feelings, Hopes, Desires, Extremes
Motivations, Perspectives, Morals,
Histories, Approaches
Agency (use of resources), knowledge and skills
Triggers, Barriers, Contradictions,
Workarounds, Compensation
INSPIRE INFORM
IMPLICATIONS & OPPORTUNITIES
(Life realities, contexts, culture)
PEOPLE
(Domain, scope, industry)
SUBJECT
(Products, campaign, communication)
OUTCOME
How it should speak to the user and how the user should relate to it
TONE & PERSONALITY
What it should do and how should it workFEATURES & FUNCTIONALITY
QUESTIONS & ACTIVITIES
START (of session)
END(of session)
THIS WILL GIVE BETTER DIRECTION INTO METHOD AND STUDY DESIGN
One-on-one, or group?
Visual? Theatrical? Verbal? Written?
Direct? Or Nuanced?
More stories? More activities?
BACK TO THE ENERGY EXAMPLE: The research study culminated in the following design…
R E S I D E N T I A L
Focus groups with self-expressive, hands-on activities about nuanced behavior, emotions and attitudes towards energy and the utility
B U S I N E S S
In-home interviews, including a home tour, with observation of actual behaviors and aptitudes
Contextual inquiry with evocative hands-on activities about business behaviors, emotions and attitudes towards energy and the utility
One-on-one interviews, with observation of actual behaviors and aptitudes
Inspire Inspire
Inform Inform
CONCLUSION Lessons learned:
Better questions lead to better and more credible research outcomes. This framework worked for us. Could it work for you?
Understanding what we know (and don’t know) about the people and the expected outcome of the study should not be hidden: SPEAK THE TRUTH!
Setting the rationale and scope helps establish a firm foundation for for the research study
FIRM FOUNDATION
Ultimately – what are we doing? Informing ourselves, or inspiring ourselves?
WHAT ARE WE DOING?
WERE YOU SO CAPTIVATED THAT YOU FORGOT TO TAKE NOTES? KEEP A LOOKOUT FOR THIS TALK BY SIGNING UP FOR OUR WEBINAR UPDATES http://bit.ly/motivatewebinars
THANK YOU!
#ResearchEngagementFramework
Comments or Questions?
REACH OUT TO US J
ZARLA LUDIN [email protected] EMILY CHU [email protected]
MEENA KOTHANDARAMAN [email protected]
