8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 1/64

MEX 2009

Rachel Hinman

Failures of ImaginationThe Role of Research in Mobile User Experience

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 2/64

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 3/64

"If everything we had said and written came true

then we might have expected some of this to

have happened," Coy said.

"But I think there was a failure of imaginationamong economists, policymakers, as well as

 journalists."

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 4/64

Imagination?

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 5/64

Find the facts!

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 6/64

Opportunity Scanning Concept Development

and Validation

Design and

Manufacturing

Example ResearchActivities:

• Ethnographic Studies• Expert Interviews

Example ResearchActivities:

• Focus Group Testing• Concept Validation

Example ResearchActivities:

• Iterative prototypeTesting

•Usability Testing

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 7/64

Tell me I!m right.

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 8/64

Hypothesis vs. Agenda

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 9/64

Possibilities Proof

HYPOTHESIS AGENDA

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 10/64

1010

O  p i  n i  o n ! 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 11/64

11

Mobile presents anopportunity to invent new

ways for users to interactwith information.

O  p i  n i  o n ! 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 12/64

12

Expert to Explorer

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 13/64

Three research examples

Expert Interviews1

Deprivation Study2

Decrypting Context3

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 14/64

14

HYPOTHESIS: Unlikely Experts

METHOD: Expert Interviews

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 15/64

15

Describing interactions inscience fiction is about asexciting as reading how toscramble an egg.

I refer to it as a wand just"cause it depicts therelationship I!m going for. Iwanted to get away from theidea of it being called a phoneor a handheld or a PDA.That!s not interesting.

~Bruce Sterling 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 16/64

16

I don!t see handsets going awayentirely; I just think they!ll beused more almost likeconductor!s wands to

choreograph our variousinteractions with the other reallyfairly heavily instrumentedthings around us.

~ Adam Greenfield 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 17/64

17

Even the iPhone has agreedy interface. Itdemands that youdisengage from theworld. What if a mobiledevice was like a wand?It would be a muchdifferent world.

~ Clifford Nass 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 18/64

18

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 19/64

19

The Greedy Mobile Interface

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 20/64

20

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 21/64

21

The Kate Rutter Wand in the World Exercise

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 22/64

22

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 23/64

“We shape our tools,and then our tools

shape us.”

~ Marshall McLuhan 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 24/64

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 25/64

25

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 26/64

26

HYPOTHESIS: Engagement is a problem

METHOD: Deprivation Study

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 27/64

VIDEO

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 28/64

1

Design Principles:

Dismantle the page metaphor.

Boulders to pebbles.2

Design for partial attention

and interruption3

Craft Mobile Interfaces that

Speak their Power

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 29/64

29

Mobile Interfaces that Speak their Power

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 30/64

We can annotate expectations in the web world

30

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 31/64

31

We can annotate expectations in the web world

Add to cart

Free two-day

shipping

Shipping!

Collectible!

Maybe a kindle!

Look inside

the book

REALLY!

Look inside

the book

Get it new

OR used!

Sell mine

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 32/64

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 33/64

Design for partial attention and interruption

33

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 34/64

34

The Page Metaphor is Brittle on a Mobile Device

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 35/64

35

Boulders to pebbles

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 36/64

36

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 37/64

HYPOTHESIS: Understanding context

METHOD: Diary Study

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 38/64

A

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 39/64

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 40/64

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 41/64

A

Context is complex!!

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 42/64

A

Context is about

understanding

human relationships tothe people, places and

things in the world.

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 43/64

43

Context Framework

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 44/64

44

Context Framework

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 45/64

45

Orchestration and Inflection

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 46/64

46

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 47/64

47

Spatial

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 48/64

48

Temporal

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 49/64

49

Social

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 50/64

50

Semantic

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 51/64

51

Peanut butter in Denver right now?

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 52/64

A

The web is good atpeople and things.

The web is good at

semantic relationships.

(and okay at social relationships)

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 53/64

53

Mobile is good at places…

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 54/64

54

Mobile is good at spatial

and temporal relationships.

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 55/64

55

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 56/64

There are currently notmany technologies

that help us understand

place, and temporal and

spatial relationships.

56

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 57/64

How do we get that

understanding?

Q:

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 58/64

58

Ideate in the Wild!

Ac t i  v  i  t  y 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 59/64

59

Ac t i  v  i  t  y 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 60/64

60

Ac t i  v  i  t  y 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 61/64

Three research examples

Expert Interviews1

Deprivation Study2

Diary Study3

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 62/64

62

Mobile presents anopportunity to invent new

ways for users to interactwith information.

O  p i  n i  o n ! 

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 63/64

63

GoodHunting!

Sides will be on Slideshareunder Rachel Hinman

Mobile Literacy project:adaptivepath.com/mobileliteracy

8/14/2019 MEX: Rachel Hinman - Customer research methodology must be enhanced to close the reality gap - 19th/20th May 2009

http://slidepdf.com/reader/full/mex-rachel-hinman-customer-research-methodology-must-be-enhanced-to-close 64/64

Q?