methods of ineraction analysis
DESCRIPTION
Lecture by: Pontus Engelbrektsson Methods for Interaction analysis Chalmers University of Tehnology, 2012TRANSCRIPT
Methods for Interaction analyses
Pontus [email protected]
Aim of the course
The course focuses on methods and tools for the analysis phase of the product development process, i.e. the methodology usable in user centred product development in order to elicit, analyse and represent information about users and use for the development of technical artefacts.The aim of the course is that the participants shall develop further knowledge on how to plan and carry out a study for the elicitation of user requirements for a products content and form, as well as a study to evaluate different design concepts. This means that the participants shall develop knowledge on what aspects can influence the results of different types of studies.
Organisation
The course is organised with lectures, seminars and a project where central themes of the course will be put into practice.
Most of the theory will be presented early on
Most of the learning will take place in the project and through seminars where the project will be discussed
Literature
• Course literature
• Engelbrektsson, Pontus, Enabling the user, dissertation, Chalmers 2004 (http://dl.dropbox.com/u/4903800/Enabling_the_User.pdf)
• 6-8 scientific papers (will be uploaded to the course web page)
• Recommended reading
• Interaction design - beyond human-computer interaction (Sharp, Rogers & Preece)
The Projecta user study in three phases
The groups
• You will found groups of 4 people
• Each group will work separately, with the same problem/product, but share information and knowledge during three seminars
The problem
Gain knowledge about the use system
• Who is using the product?
• What are the goals of these people?
• In what way does the current product support or hinder these people to reach those goals?
Use this information to formulate requirements
• How can one formulate requirements that are useful for innovation and design?
• How can one communicate these requirements?
• ...
Create an innovative solution
• Based on your collective knowledge of the users and their requirements you will create solutions that fulfil those requirements
Present the solution
• And argue why your solution is a good one
Examination
• The examination will be based on the project and a short exam
• The project will be graded on the planning report and the results report
• The grades for the project and the short exam will be added. All parts must have a passing grade.
• Active participation in the seminars is required for a passing grade, we will take notes..
• Grades: U (failed), 3, 4, 5
ScheduleThursday 13.15-16
Friday9.30-12.15
15/3 Introduction,Introduction to project,Theory 1
PE (OR)
16/3 Theory 2Observation based methods
PE, OR
22/3 Question based methods
PE 23/3 Mediating tools, choice of participants
PE
29/3 No lecture, send in project plan
30/3 Seminar, planning of studies
4/4 Easter holiday 5/4 Easter holiday
12/4 Easter holiday 13/4 Easter holiday
19/4 Analysis PE 20/4 Context MAK
26/4 Still Open 27/4 Short exam PE
3/5 4/5 Seminar, Requirements
10/5 Workshop 11/5 Seminar, Results
Usability
What is a need?
Maslow’s hierarchy of needs
Needs and the fulfilment of needs
• Maslow’s model have been criticised e.g. for not taking the historic, social, or cultural context to acount
• It is necessary to differ between
• need and the fulfilment of a need
• need and the object of need
Subject/User Goal/Aim
Tool/Product
The Use System
New values
”In the Human Ware Age, the customers’ fascination with technical functions has shifted. Functionality, reliability and cost, have been replaced by e.g. comfort, enjoyment, satisfaction, and usability.” Technical functions
Advancedtechnical functions
Usability
Joy, pleasure
Competitive edge
1970 1980 1990 2000 Year
The building blocks
• Process• Staffing• Methods
Customer orientation is not only a matter of a positive attitude towards customers!
The new product development process
1. Identification of opportunities2. Design3. Test and evaluation4. Market introduction
Identification ofopportunities
Design
Test
Market introduction
The new product development process
1. Identification of opportunities2. Design3. Test and evaluation4. Market introduction
Identification ofopportunities
Design
Test
Market introduction
The new product development process
1. Identification of opportunities2. Design3. Test and evaluation4. Market introduction
Identification ofopportunities
Design
Test
Market introduction
Integrated product
Market oriented activities
Design oriented activities
Production oriented activities
Financial/economic oriented activities
Customerneeds
Early phases of product
Market oriented activities
Design oriented activities
Production oriented activities
Financial/economic oriented activities
Customerneeds
Investigatingneeds and
requirements
Ease of change - cost of change
26
Staffing
• Staffing - who?• Different competencies• Direct contact with customer/user• Cross-departmental (cf.integrated product
development)
Process
• Process - what?• A separate process, of its own, with
allocated time and resources• Structured, not ’ad hoc’
The Meta PRE ProcessCollect information
Analyse andinterpretinformation
Generate ideas & concepts
Formulate requirementsVerify
concepts and requirements
Problem identification
Choice of concept(s) and development of PRE specification
Represent and communicate results
The Meta PRE ProcessCollect information
Analyse andinterpretinformation
Generate ideas & concepts
Formulate requirementsVerify
concepts and requirements
Problem identification
Choice of concept(s) and development of PRE specification
Represent and communicate results
Understanding & consensus
The Meta PRE ProcessCollect information
Analyse andinterpretinformation
Generate ideas & concepts
Formulate requirementsVerify
concepts and requirements
Problem identification
Choice of concept(s) and development of PRE specification
Represent and communicate results
Methods for requirements elicitation
Methods for requirements elicitation
• Interviews• Focus groups• Conjoint analyses• Observations• Questionnaire• …
Methods for analyses
Methods for analyses
• KJ• Matrixes• Tree diagram• Fishbone diagram• …
Methods for communication
Methods for communication• Requirements
specifications• Mock-ups• Prototypes• Sketches• Personas• Scenarios• Imageboards• …
Communitcating the requirements picture - The tram example
Why are methods important?
• System view• Iceberg theory• Kano-model
The use situation, the ’use system’
Goal/Purpose/Task
Customer/User
Product/ Technology
Environment
The library example• New users• Experienced users• Staff• The library as an
organisation• The University• ….
The Iceberg Phenomenon• Only a very small
amount of the total list of customer requirements are immidiately available (or available through the traditional market study)
The Iceberg Phenomenon
Requirements of which the customer is aware, problems that the customer wants solved, solutions identified in other products
• Only a very small amount of the total list of customer requirements are immidiately available (or available through the traditional market study)
The Iceberg Phenomenon
Requirements assoc. with problems of which the customer is not aware due to habits, compensating behaviour
Requirements of which the customer is aware, problems that the customer wants solved, solutions identified in other products
• Only a very small amount of the total list of customer requirements are immidiately available (or available through the traditional market study)
The Iceberg Phenomenon
Requirements assoc. with problems of which the customer is not aware due to habits, compensating behaviour
Emotional and semantic requirements
Requirements of which the customer is aware, problems that the customer wants solved, solutions identified in other products
• Only a very small amount of the total list of customer requirements are immidiately available (or available through the traditional market study)
The Iceberg Phenomenon
Requirements assoc. with problems of which the customer is not aware due to habits, compensating behaviour
Emotional and semantic requirements
Requirements assoc. with culture and socio-historical aspects
Requirements of which the customer is aware, problems that the customer wants solved, solutions identified in other products
• Only a very small amount of the total list of customer requirements are immidiately available (or available through the traditional market study)
The Iceberg Phenomenon
Requirements assoc. with problems of which the customer is not aware due to habits, compensating behaviour
Emotional and semantic requirements
Requirements assoc. with culture and socio-historical aspects
êê
êê
êê
Requirements of which the customer is aware, problems that the customer wants solved, solutions identified in other products
• Only a very small amount of the total list of customer requirements are immidiately available (or available through the traditional market study)
The KANO model
• The Kano model proposes three types of need and requirements that need to be addressed from a competitive perspective§ Basic needs/
requirements§ Performance needs/
requirements§ Excitement
needs/ requirements
The KANO model
• The Kano model proposes three types of need and requirements that need to be addressed from a competitive perspective§ Basic needs/
requirements§ Performance needs/
requirements§ Excitement
needs/ requirements
The KANO model
• The Kano model proposes three types of need and requirements that need to be addressed from a competitive perspective§ Basic needs/
requirements§ Performance needs/
requirements§ Excitement
needs/ requirements
The KANO model
• The Kano model proposes three types of need and requirements that need to be addressed from a competitive perspective§ Basic needs/
requirements§ Performance needs/
requirements§ Excitement
needs/ requirements
Three types of requirements
• Captured requirements– (Swe:”Fångade krav”)
• Elicited requirements– (Swe:”Framlockade krav”)
• Emergent requirements– (Swe:”Framväxande krav”)
Choosing method
Four choices! • Data collection method• Participants• Context• Mediating object / stimuli
Data collection method
• Qustion-based or observation-based?• Qualitative or quantitative?
Participants• Statistical or theoretical? • Representative or critical?
Context
• Real use environment or a created use environment?
• Customer’s context or developer’s context or neutral context?
Contextual approaches• Needs and requirements are expressed in
different ways– As problems, comparisons, assumptions– As behaviour, actions and interactions– As requirements and wishes – As solutions
• The customer rarely verbalizes real needs and requirements
• The customer may have difficulties formulating (technical) requirements and solutions
• It is easier to describe problems, i.e. a need in terms of unsatisfaction, rather than describe the solutions to the problem
• Trend: leaving traditional market surveys for qualitative, contextual studies– E.g. ”Emphatic design”– E.g. ”Contextual inquiry”
• A unique offer requires unique knowledge requires unique methods
Mediating tool• Mediating tools
– Questions/probing– Product representations
• Sketches• Models• Prototypes
– Other• Pictures, paintings• Stories• Film, music …
Customer OrientationA “… cognitive-emotional concept, i.e. a general positive
attitude towards customers.” or "… an organization's customer-orientation performance
will depend on the type of definition it adopts in relation to how it perceives its customers, the nature of sensitivity it shows in creating customer service mentality, the type of measurement technique it utilizes, and the implementation mechanism it applies."
A matter of attitude and awareness
• “We are definitely customer-oriented. Our only problem is all those customers complaining all the time!”
• “We definitely know what our customers want. We have produced the same product for years and years!”
Listen to the voice of the customer!
• Listen to …? Definitely ! but not necessarily do as told …– What the customer verbalizes is not
necessarily what the customer wants nor needs.
The low floor example• “We want a low floor
tram!”• “What are those
boxes in the floor? Get rid of them!”
• “It’s scary to look up at the cars”
• “The new tram is noisy and unconfortable”
Pre-requisites
• An awareness of that (many) customer/user requirement are difficult to elicit.
• Employment of not only traditional marketing studies but also of other and complementary methods: such as contextual methods.
• Market communication during the entire development process: from needs è to idea generation è to final solution.
• Cross-functional, integrated development teams throughout the process.
• A systematic and continuous process rather than an occasional, ad hoc event è a process for ’managing customer requirements’
• A stronger focus on the customer and the customer’s problem and less on, e.g., benchmarking.
• Not ”What do you want?” but ”What problems can we solve?”• A clear image of the customer - ”Who is our customer?”
• For• With • By
Customer focus
• For• By• With!
– Need a process!
Considerations (1)• Customers/users have difficulties formulating (technical) requirements on solutions. It
is easier to describe problems. • Only a small part of the whole set of requirements is (at least immediately)
accessible. • Requirements for solutions are expressed in many different ways: as descriptions of
problems; – as comparisons; – as assumptions; – as (compensating) behaviours; – as actions; – as requirements; – as solutions
Consideration (2)
• Requirements do not emerge in a vacuum• They emerge in a situation, ”the use
situation”, the ”use system”• The method(s) chosen must be able to
grasp this system
Consideration (3)
Choosing method is a matter of four different choices
• Data collection method• Participants• Context• Mediating object / stimuli
Business Decision Cycle
Scanenvironment
Generateoptions
Selectoption Evaluate
Business Decision Cycle
Scanenvironment
Generateoptions
Selectoption Evaluate
Method Method Method Method
Business Decision Cycle
Purpose? Purpose? Purpose? Purpose?
Method? Method? Method? Method?
Business Decision Cycle
Identify ...Describe ...
Define ...Explore ...
Evaluate ...Test ...
Measure ...Track ...
Customer visit
Focusgroup
interviewsSurveys Secondary
research
Business Decision Cycle
Identify ...Describe ...
Define ...Explore ...
Evaluate ...Test ...
Measure ...Track ...
Customer visit
Focusgroup
interviewsSurveys Secondary
research
Exploratory Confirmatory
t
Business Decision Cycle
Identify ...Describe ...
Define ...Explore ...
Evaluate ...Test ...
Measure ...Track ...
Customer visit
Focusgroup
interviewsSurveys Secondary
research
Divergingphases
Convergingphases
t
The stages of the NPD process
Identify needs
and req.
Generate and assess ideas
Choose anddevelop concept
Detaileddesign
Prototype .... .... ....
The stages of the NPD process
Identify needs
and req.
Generate and assess ideas
Choose anddevelop concept
Detaileddesign
Prototype .... .... ....
The stages of the NPD process
Identify needs
and req.
Generate and assess ideas
Choose anddevelop concept
Detaileddesign
Prototype .... .... ....