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DESIGNING INTERVENTIONSITBA Workshop Day 2
Mark Nelson & Margarita Quihuis
Stanford Peace Innovation Lab
ITBA, Buenos AiresNovember 14, 2012
Goals• Behavior Design Overview
• Design Thinking Overview (abbreviated)
• Create a Design Brief
• Create a prototype per the design brief (to apply the process)
• Test (measure effectiveness - what preliminary data can we collect?)
• Present your solution
But First A Moment For Reflection
Checking In on the Experience So Far
We have been:• Fast• Hands On• Team Oriented• Results Oriented
Behavior Design Overview• Fogg Behavior Model• Behavior Grid• Designing for Action
Fogg Behavior Model
Motivation
SocialCohesion
Sensation
Anticipation
Ability
• Time• Money• Physical Effort
• Brain Cycles• Social Deviance• Non-Routine
Increased Simplicity = Increased Ability
Simplicity Matters
Chain The Behaviors
Triggers can lead to a chain of behaviors so...start with the simplest effective behavior...(in startups, this would be minimum viable product)
Floss one tooth
Fogg Behavior Grid
Persuasive Technology Design Loop
Pick a Technology
Platform
Pick a Positive Engagement
Behavior
Choose a Metric
Create Fast Intervention Prototypes
Measure Impact of Prototypes
Repeat
DESIGN THINKING OVERVIEW
Design Framework• Empathize• Define• Ideate• Prototype• Test
Field Research
Your goal in engaging in early ethnography research is not to validate a specific set of questions you have to get a statistically relevant answer. Your goal is to step back, watch and listen, and be inspired and surprised by what stakeholders of your chosen brand have to offer you. Remember this rule.
Key Take Aways
1 USER Unpack their emotional state.
2 EXPERIENCE Map the user’s journey through.
3 GAPS Identify gaps in the experience.
Field Research Guidelines1. GO WITH A FRIEND
This makes it a lot more fun and a whole lot more manageable. Switch back and forth being the person who engages and the person who documents + photographs
2. BE PREPARED Bring a notebook, a camera and backup material (like business cards). Practice your introduction i.e. “Hi, I’m a student working on . . . “
3. GET IN THEIR SHOES Feel the experience to really truly understand it. This also allows you to build rapport and empathize with other users very quickly.
4. PERSIST W. RESPECT You will fail to engage a lot. People will turn you down for one reason or other. Do not be discouraged. Try multiple channels at multiple times. Be patient.
5. MINE THE GAPS Watch for contradictions. If someone is saying positive things about a brand but is frowning or pausing awkwardly, ask why. And vice versa.
6. SHOW AND TELL If you feel comfortable, ask your user to show you what he means, by sharing with you artifacts or miming. You never know what you’ll learn.
PROTOTYPING
Prototyping• For Empathy• To Test• To Decide• User Driven• Wizard of Oz
Prototyping StepsStart by gaining empathy.
1. InterviewNotes from your first interview
2. Dig DeeperNotes from your second interview
Reframe the Problem
3. Capture FindingsGoals and wishesInsights
4. Take a Stand with a Point of View
Ideate: Generate Alternatives to Test
5. Sketch at least 3 radical ways to meet your user’s needs
6. Share your solutions & capture feedback
Iterate based on feedback
7. Reflect and generate a new solutionsketch your big idea, note details
Build and Test
8. Build your solutionMake something your user can interact with
9. Share your solution and get feedbackwhat workedwhat can be improvedquestionsideas
DESIGN BRIEF
Elements of A Design Brief• It tells a story• Features protagonists• Vignette that illustrates the situation we want to address• Solution’s design constraints are defined
Thought Experiment: Paper or Plastic
Paper or Plastic?
Prototyping StepsStart by gaining empathy.
1. InterviewNotes from your first interview
2. Dig DeeperNotes from your second interview
Reframe the Problem
3. Capture FindingsGoals and wishesInsights
4. Take a Stand with a Point of View
Ideate: Generate Alternatives to Test
5. Sketch at least 3 radical ways to meet your user’s needs
6. Share your solutions & capture feedback
Iterate based on feedback
7. Reflect and generate a new solutionsketch your big idea, note details
Build and Test
8. Build your solutionMake something your user can interact with
9. Share your solution and get feedbackwhat workedwhat can be improvedquestionsideas
Contact UsMargarita Quihuis, Director, Stanford Peace Innovation Lab
Mark Nelson, researcher, Stanford Peace Innovation Lab
Website: Http://peaceinnovation.stanford.edu
Twitter: @peacedot
Facebook PeaceDot Page: http://www.facebook.com/peacedot
Facebook Peace Innovation Page: http://www.facebook.com/peaceinnovation
