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Well, We've Done All This Research. Now What?
Steve Portigal@steveportigal
Well, We've Done All This Research. Now What? 2 Portigal
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Introduction 9:00 – 9:30Observation Exercise 9:30 – 9:55Synthesis 9:55 – 10:40Break 10:40 – 10:50Ideation 10:50 – 11:20Share 11:20 – 11:55Prioritization 11:55 – 12:05Q&A + Wrap-up 12:05 – 12:30
Today
Well, We've Done All This Research. Now What? 3 Portigal
Click to edit Master title styleMore on Design Research
Tactics for planning research, asking questionsrosenfeldmedia.com/books/interviewing-users/
Interviews with in-house user research leadersportigal.com/series/DollarsToDonuts/
Coming in 2016rosenfeldmedia.com/books/epic-fail/
Well, We've Done All This Research. Now What? 4 Portigal
Click to edit Master title styleGenerative and Evaluative Research
Study people to generate new ideas
Show solutions to people to evaluate if they are desirable, usable, useful
Well, We've Done All This Research. Now What? 5 Portigal
Click to edit Master title styleGenerative and Evaluative Research
Study people to generate new ideas
Show solutions to people to evaluate if they are desirable, usable, useful
Usability Testing!Ethnography!
Well, We've Done All This Research. Now What? 6 Portigal
Click to edit Master title styleI think about it like this
Study people to generate new ideas
Show solutions to people to evaluate if they are desirable, usable, useful
Learning about people’s behaviors, beliefs, goals, etc. will help you find opportunities to innovate and reveal if you are on the right track so far.
Well, We've Done All This Research. Now What? 7 Portigal
Click to edit Master title styleChristian Rohrer has the definitive model
http://www.nngroup.com/articles/which-ux-research-methods/
Well, We've Done All This Research. Now What? 8 Portigal
Click to edit Master title styleThe Business Question
What new products and services can you offer to help partners increase social network stickiness (and thus revenues)?
What entertainment activities should you support to tap into a growing middle-class in China?
Well, We've Done All This Research. Now What? 9 Portigal
Click to edit Master title styleThe Research Question
What are the motivations, successes, and frustrations for current and prospective users of our partners’ social media sites?
How is family life changing in middle-class China? What are the critical digital and analog technologies that are being embraced?
Well, We've Done All This Research. Now What? 10 Portigal
Click to edit Master title styleThe Research Methodology
The methods we’ll use….
The methods we’ll use….
Well, We've Done All This Research. Now What? 11 Portigal
Click to edit Master title stylePain points: default research/business question?!
While we always uncover so-called pain points, the bigger opportunity may come from understanding why – how did we get here?
Well, We've Done All This Research. Now What? 12 Portigal
Click to edit Master title styleIt may not really be that painful
Satisficing (coined by Herbert Simon in 1956) refers to our acceptance of good-enough solutionsThese can drive engineers and designers crazy…but the real problem isn’t always what it appears to be
Well, We've Done All This Research. Now What? 13 Portigal
Click to edit Master title styleTypical timelines
When working in tighter timeframes, consider where you want to cut back. Be mindful of the tradeoffs!
Who do you want to talk
to?
What do you want to do with them?
FieldworkDo
something with the data!
2–3 weeks 2–3 weeks 2–3 weeks
Screening criteria, recruiting
Methodology, field guide, stimuli
Analysis, synthesis, design
Interviews, self-reporting, debriefs
Well, We've Done All This Research. Now What? 14 Portigal
Click to edit Master title styleGoing rogue
Who do you want to talk
to?
What do you want to do with them?
FieldworkDo
something with the data!
1 day 1 day 2 days
Who can you get? Co-workers,
intercepts on the street
Wide-eyed observation,
winging it
DebriefSmall sample, massively parallel
data gathering
Well, We've Done All This Research. Now What? 15 Portigal
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Observation Exercise
Well, We've Done All This Research. Now What? 16 Portigal
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Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for redevelopment of Wellington’s waterfront.
Explore In groups of 2 – 3• Do it out loud!• Capture (photos, notes)
• What, who, where, when, why, how?
• People, interactions, environments• Functionality but also meaning
This is not a design audit of signage or merchandise displays
Exercise: Explore and Observe
Well, We've Done All This Research. Now What? 17 Portigal
Click to edit Master title styleObserving
Notice what… people, places
Notice how… processes, sequences, interactions
Suspend your point of view
Avoid conclusions
Allow confusion
Do it “out loud”Steve, practicing his “noticing.” You can tell because he looks like he may be a little confused.
Well, We've Done All This Research. Now What? 18 Portigal
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You’re observing people within their culture. Notice how cultural artifacts reflect and define the environment; and reveal what is “normal”
Normal isn’t “right or wrong” – it’s the set of background rules that define much of what people choose or ignoreMediaProductsAdvertisementsStreet CultureTrends/ Fads
Cultural context
What are they selling?
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Click to edit Master title styleCultural context
Well, We've Done All This Research. Now What? 20 Portigal
Click to edit Master title styleCultural context
Well, We've Done All This Research. Now What? 21 Portigal
Click to edit Master title styleCultural context
Well, We've Done All This Research. Now What? 22 Portigal
Click to edit Master title styleCultural context
Well, We've Done All This Research. Now What? 23 Portigal
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Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for redevelopment of Wellington’s waterfront.
Explore In groups of 2 – 3• Do it out loud!• Capture (photos, notes)
• What, who, where, when, why, how?
• People, interactions, environments• Functionality but also meaning
This is not a design audit of signage or merchandise displays
Exercise: Explore and Observe
Well, We've Done All This Research. Now What? 24 Portigal
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We resume at 9:55!
Exercise: Explore!
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Synthesis: From data to insights
9:55 – 10:40
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Detailed solutions
SolutionsStrategies
Insights Opportunities
Analysis
Synthesis
Ideation
Synthesis & ideation process
Well, We've Done All This Research. Now What? 27 Portigal
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Fieldwork
Development
Synthesis
Ideation
Why a process?
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Click to edit Master title styleAvoid jumping to conclusions
Well, We've Done All This Research. Now What? 29 Portigal
Click to edit Master title styleDTDT: Analysis vs. Synthesis
AnalysisBreak large piece(s) into smaller ones in order to make sensee.g., interviews, transcripts into anecdotes, stories
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Click to edit Master title styleDTDT: Analysis vs. Synthesis
Synthesis
Combining multiple pieces into something new e.g., developing themes, implications, opportunities
AnalysisBreak large piece(s) into smaller ones in order to make sensee.g., interviews, transcripts into anecdotes, stories
Well, We've Done All This Research. Now What? 31 Portigal
Click to edit Master title styleDTDT: Analysis vs. Synthesis
Synthesis
Combining multiple pieces into something new e.g., developing themes, implications, opportunities
AnalysisBreak large piece(s) into smaller ones in order to make sensee.g., interviews, transcripts into anecdotes, stories
The process gradually moves from one to the other
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Click to edit Master title styleAnalthesis????
Synthesis
Combining multiple pieces into something new e.g., developing themes, implications, opportunities
AnalysisBreak large piece(s) into smaller ones in order to make sensee.g., interviews, transcripts into anecdotes, stories
Well, We've Done All This Research. Now What? 33 Portigal
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Sense-making through an iterative process of refining gathered data
Early, Informal data in your head
First, process the experience you had collecting data• Refer to debriefs and conversations• Articulate and identify themes• Outcome: Topline Report
Process-based, Formal heavy lifting
Then, process the data itself• Individual and group analysis• Pattern-identification, clustering,
models, frameworks• Outcome: Opportunities
More narratively, what is synthesis?
Review, Refine, Rinse, Repeat
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Synthesis naturally begins in the field• Resist meaning (for now)• Focus on observations• Get the detail
Create time to talk after each fieldwork experience• Worksheet to facilitate the
debrief
Write up real-time summaries for the team, ASAP
In-field debriefing
Fieldwork highlights captured in the wild.
Well, We've Done All This Research. Now What? 35 Portigal
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After fieldwork, collate reflections and quickly externalize a starter set of 5 to 10 thematic areas based on
•Pre-identified areas of inquiry•Refer to debriefs and conversations from the field
•New patterns that we observed
Identify interesting areas; acknowledge that you don’t understand details yet, identify questions
Outcome: Topline Report
All right researchers… what did you see?
Early, informal synthesis (data in your head)
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This sheds light on what excites the team and the stakeholders and brings focus to the next stage of synthesis
The Topline Report
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Go back through your raw data very closely to move beyond the Topline Report
Individually (heads-down) and collaboratively (heads-up) develop clusters, identify patterns, collate and refine findings
• Process maps, eco-systems• Frameworks, models• Design implications
i.e.: What did other public announcements in the study look like? What are the layers of information and cultural context? What form factors are favored? Why?
Process-based, formal synthesis (heavy lifting)
Well, We've Done All This Research. Now What? 38 Portigal
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Heads down!• Video• Photos, field artifacts• Transcripts
• DV→MP3→FTP→.docx
Transcript analysis• Make marginal notes on
patterns, quotes, or what seems interesting
• Ask yourself questions; give labels; propose solutions
• Don’t worry about implications, be descriptive and reactive
Individual analysis (not today)
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If you can’t get transcripts, watch video/listen to audio (even sped-up) and in near real-time jot down the rough narrative of the session
• When you make an observation in your own voice, do something typographic to call it out (ALL CAPS, highlight, etc.)
Individual analysis (not today)
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Heads up! Present each interview (etc.) as a case study. Introduce each, and pick out the provocative highlights.
Voice and document reactions, a-has, support and questions
• Clustering with stickies• White-board notes
Develop a new shared point-of-view, beyond “findings”
Collaborative analysis
Well, We've Done All This Research. Now What? 41 Portigal
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Easy to scan for patterns and relationships
Play with data by rearranging individual elements
Lo-fi way to makes data tangible, visible, and sharable
Sticky work
Well, We've Done All This Research. Now What? 42 Portigal
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As you are telling stories, quickly get the key points (notes, themes, observations, quotes) up• Code with the source (interview
name, etc.)
Separate what was observed from what you think it means
Write big and try to code visually (e.g. colored dots, colored post-its, symbols)
Sticky work
Well, We've Done All This Research. Now What? 43 Portigal
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Group stuff
Be opportunistic, using whatever makes sense at first• You may want to re-use your topline
headings or you may want to be fresh • Initial groupings may be “All things
related to shopping” or “what people are doing” or “what people are feeling” or “pain points”
Sticky work
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Click to edit Master title styleSticky work
Re-group stuff Now, go back and re-group at a higher level• What it means• What people are trying to accomplish
(i.e., needs/motivations/goals)
Well, We've Done All This Research. Now What? 45 Portigal
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Name your groupsThese themes are the points of view you will carry forward• Individual stickies are
supporting evidence you can return to
Sticky work
Well, We've Done All This Research. Now What? 46 Portigal
Click to edit Master title stylePlay with possible models and frameworks
The 2 x 2
Relationship to other data
Timeline
Frequency
Well, We've Done All This Research. Now What? 47 Portigal
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Spreadsheet analysis enables immersive refinement of dataPlay with data by generating alternate views of the dataset• Rewrite each sticky in a cell (adding commentary, explanation, context, quote)• Processing each entry allows further synthesis and thought
More individual analysis (not today)
Tag each comment with person, segment, market etc. to allow you to manipulate data
Categories of columns will vary by project
Comment comes from rewritten sticky
Well, We've Done All This Research. Now What? 48 Portigal
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Keep the human touch in communicationAllow people to move seamlessly between placesAllow people to integrate seamlessly across different devices and systems
Opportunities are not • A reporting of “interesting findings” • A list of solutions
Opportunities are• Change we can envision based
on what we heard and observed• About people• In the context of, but reframing the
business questions• Generative, inviting many
solutions
Developing opportunities
What should we do?
Well, We've Done All This Research. Now What? 49 Portigal
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Topline
Keep the human touch in communicationAllow people to move seamlessly between placesAllow people to integrate seamlessly across different devices and systems
Summary of analthesis activities
Externalize the data in your head
Opportunities
Collaborative Analysis
Individual Analysis
Individual Analysis
The heavy lifting Play with individual data elements
Play with the entire data set
Determine generative directions
Well, We've Done All This Research. Now What? 50 Portigal
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In groups, identify 3-5 themes• Areas where you have data• Patterns, issues, surprises• Don’t fuss over exact wording
Exercise 1 of 3: Topline
All right researchers… what did you see?
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Pick your strongest themes and state the problem, articulating your point of view• Move from
There’s a lot of choices
to
Overwhelming choices stop people from quickly finding a transit solution
Exercise 2 of 3: Findings
Well, We've Done All This Research. Now What? 52 Portigal
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Start each opportunity with a verb
Opportunities are not • A reporting of “interesting findings” • A list of solutions
Opportunities are• About people• Change we can envision based on
what we heard and observed• Generative, not specific, inviting many solutions• In the context of but reframing the business questions
Exercise 3 of 3: Opportunities
What should we do?
Keep the human touch in communicationAllow people to move seamlessly between placesAllow people to integrate seamlessly across different devices and systems
What should we do?
Keep the human touch in communicationAllow people to move seamlessly between placesAllow people to integrate seamlessly across different devices and systems
Well, We've Done All This Research. Now What? 53 Portigal
Click to edit Master title styleBreak! (10:40 – 10:50)
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Ideation: From insights to solutions
10:50 – 11:20
Well, We've Done All This Research. Now What? 55 Portigal
Click to edit Master title styleTypes of problems, a simplification
Simple
Complex
Wicked
The problem is known and thus the solution is known.
The problem is known but working out the right solution will take some exploration.
The problem and solution are unknown (and may even be unknowable).
Users keep looking on the right for the submit button which is actually on the left.
Users don’t understand the difference between submit and enter.
i) Innovate in our category.ii) Fix homelessness.
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A simple step moves you from Opportunities to Ideation Questions, reframing them into actionable language
How might we
Ideate!
keep the human touch in communicationallow people to move seamlessly between placesallow people to integrate seamlessly across different devices and systems
How might we
How might we
Ideation questions
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Solutions exist across many different business areas
FunctionalityVisual designMarketingArchitecturePublic ServicesPartnershipsEventsSoftwareForm factorPackagingPolicyRetail design
Even if you are unlikely to impact certain business areas, it’s crucial that you set that constraint aside for ideation
Scope of solutions
How many business and civic areas to impact can you spot in this picture?
Well, We've Done All This Research. Now What? 58 Portigal
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Responses to any ideation question can lead in different strategic directionsFinding: Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smokeIdeation Question: How might we improve the experience of students who smoke?
Developing strategies
Create a protected environment for smoking
Support underlying needs and behavior by embracing the finding
Eliminate smoking
Question needs and behavior, seek change by challenging the finding
Well, We've Done All This Research. Now What? 59 Portigal
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Finding: Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smokeIdeation Question: How might we improve the experience of students who smoke?
Strategies
Solutions
Strategies can inspire solutions
Create a protected environment for smoking
FacilitiesBuild a pavilion
AdminAllocate interior room
PartnersAlign with nearby cafe
Eliminate smoking
OnlineSmoking cessation games
AdminBan smoking
PartnersStop smoking coaches
Well, We've Done All This Research. Now What? 60 Portigal
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Finding: Students have to smoke outside, but they get cold and wet Opportunity: Improve the experience of students who smokeIdeation Question: How might we improve the experience of students who smoke?
Solutions can suggest strategies
Create a protected environment for smoking Eliminate smoking
AdminAllocate interior room
AdminBan smoking
Strategies
Solutions
Well, We've Done All This Research. Now What? 61 Portigal
Click to edit Master title styleOther strategies
The carrot(a financial reward for behavior we want to encourage)
The stick(a financial cost for behavior we want to discourage)
Make a new behavior acceptable by concealing it
Make a new behavior acceptable by enabling everyone to participate
Make a new behavior acceptable by masking it to look like an existing activity
Well, We've Done All This Research. Now What? 62 Portigal
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This is a collective, out-loud activity! Talk, listen, build on each other’s ideas• Don’t worry about a “bad” idea… it
may lead to a “good” idea
Don’t correct; generate alternatives• “Yes, and…”
This is a visual activity! Sketch, draw…
• Quantity over quality; go quickly
Individual ideas matter less than what the collective produces overall How can a sour lemon help keep things working
smoothly?
Collaborative generation
Well, We've Done All This Research. Now What? 63 Portigal
Click to edit Master title styleStuck?
Come up with bad ideas• Immoral• Dangerous• Bad for business
Well, We've Done All This Research. Now What? 64 Portigal
Click to edit Master title styleStuck?
Come up with bad ideas• Immoral• Dangerous• Bad for business
Well, We've Done All This Research. Now What? 65 Portigal
Click to edit Master title styleThe ideation process
Time
Pace of idea generation
Addressing needs with low-hanging fruit
Well, We've Done All This Research. Now What? 66 Portigal
Click to edit Master title styleDon’t forget your second wind
Time
Pace of idea generation
Addressing needs with low-hanging fruit
InnovativeBreakthroughWacky
Well, We've Done All This Research. Now What? 67 Portigal
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Questions Business Areas Ideation and SharingHow might we
Ideate!
keep the human touch in communicationallow people to move seamlessly between placesallow people to integrate seamlessly across different devices and systems
How might we
How might we
Summary of ideation exercises
Shift to “How might we…?”
Figure out where we can play
Remember, “Yes, and…”
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Apply How might we…? to each of your Opportunities
How might we
Ideate!
keep the human touch in communicationallow people to move seamlessly between placesallow people to integrate seamlessly across different devices and systems
How might we
How might we
Exercise: Ideation questions
Well, We've Done All This Research. Now What? 69 Portigal
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Let’s collectively list possible business areas to design for• Think about whatever Gentrific8 could do
or affect
Use this list as a starting pointFunctionalityVisual designMarketingArchitecturePublic ServicesPartnershipsEventsSoftwareForm factorPackagingPolicyRetail designIncentives
Exercise: Business areas
How many business and civic areas to impact can you spot in this picture?
Well, We've Done All This Research. Now What? 70 Portigal
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Use your ideation questions to generate strategies and solutions
• Out loud• Visual• Collaborative
Consider the range of possible business areas
Bounce back and forth between generating strategies and solutions
Most ideas will not turn out to be winners; the goal is to practice connecting research data to solutions
Exercise: Ideation
Apply lemon as needed.
Don’t forget your second wind
Well, We've Done All This Research. Now What? 71 Portigal
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Quickly align on your team’s best ideas and message
Choose a messenger
Exercise: Share
The wise team will choose a bold, expressive spokesperson
Well, We've Done All This Research. Now What? 72 Portigal
Click to edit Master title stylePrioritization
Well, We've Done All This Research. Now What? 73 Portigal
Click to edit Master title styleBig group voting
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Click to edit Master title styleSmall group ranking…and reconciliation
Color indicates voting winner Ranking factors may even include how clear the idea is
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Wrap Up
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Development
Synthesis
Ideation
How experts use frameworks
Fieldwork
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Thank you!
What did you get out of this workshop?
How will you apply it?