uxsg2014 lightning talks - deeper understanding stories observations insights (daniel szuc)
DESCRIPTION
Deeper understanding stories observations insights Presented by Dan Szuc Design Researcher Apogee, Hong KongTRANSCRIPT
deeper understanding - stories, observations, insights
@dszuc
THANK YOU UXSINGAPORE
A HUMAN PRACTICE
Language
States
current +
future
Artifacts Design / Validate
Academy of Learning
Values
Beliefs
Behaviors
Roles
Human Qualities
Toolkits
A Human Practice
Core Meaning Profiles
Assumptions Metrics Goals Design Principles
Stories
Features + Prioritization
Task Models Journey Maps
Designs
Patterns
Standards
Artifacts
META
CUSTOMER
DESIGN
THE PROJECT ROOM
HUMAN QUALITIES
Seeing Leading Communicating Listening Mentoring Constructing Probing Facilitating Deconstructing Feeling Connecting Framing
Synthesis Collaborating Envisioning Playing Critique Persuading
FRUSTRATIONS DISCOVERING USER INSIGHTS?
User Stories & goals
Interactions & Touch-points
Pain points
Products & Services
Interfaces
Gaps
Systems
Platforms
Customer Journey
Interviews
Personas
Tools + Artifacts
Translation Listening What did we learn?
What does it mean for
our practice?
Project Protocols
Stories
Observation
SETTING THE STAGE FOR RESEARCH
YOUR LENS?
DEEPER UNDERSTANDING
Early in Project
Many Users
Few Users
Comparative benchmarking
Summative testing Card sorting
Satisfaction surveys Market research
Iterative evaluation of prototypes
Evaluation of Designs
Ethnography
Stakeholder interviews
User observation
Walkthroughs Expert Reviews
PLANNING IS CRITICAL
Item Why Research themes UXD Agenda Immediate questions Fixes Stretch questions Product Strategy What to do with results Impact Known or unknown Gaps Assumptions Body of Evidence Other research Connecting data points Design Impact Observations & Insights Body of Evidence over time
Planning is critical
UNDERSTANDING PEOPLE
Item Why Beyond discussion guide Peripheral goodies Not research Conversations Good conversations Flow to get to goodies Be Present Interested and aware Time needed to … Trust User need first … Not domain first, beyond
functions You are not the expert User being interviewed
helps drives part of the conversation
Understanding people
CAPTURING STORIES
Item Why Call before Get to know Listening between the cracks … Emotions, people,
relationships, motivations, issues
Your product & service is not their priority
How it fits into their lives is
Clues towards … and task mapping Issues, motivations, opportunities
Boundaries Beyond what we see now
Capturing Stories
STORIES TO OBSERVATIONS
Item Why Transcribe stories Getting intimate with the
data Reading stories (take turns) Capturing and listening
Emotional words Drivers to do things people care about
Elements to unpack later Need for more detail (future research?)
Quotes Personas Artifacts Mapping data to its relevant
buckets Time consuming + washing the data Good! Worth it!
Stories to Observations
Participant No Age Range Profession Description Describe the domain Influencers Story 1 Story 2 Story 3 Issues Observations Wish list Opportunities/ Improvements
Story Sheets
OBSERVATIONS TO INSIGHTS
Item Why Post it notes to the wall Capture and movement and
space Moving bits To see the data and group
and connect Structuring Map to deliverables Tell stories around the bits Deeper dives Gaps Identify a need to discover
more in the future
Observations to Insights
GROUP OBSERVATIONS INTO INSIGHTS
Item Why Refining Clarity Rinsing the data Clarity Revisiting story sheets Missing bits Grouping again New connections Moving to XLS Clarity
Group Observations into Insights
MAPPING TO ARTIFACTS
Core Meaning Profiles
Assumptions Metrics Goals Design Principles
Stories
Features + Prioritization
Task Models Journey Maps
Designs
Patterns
Standards
Artifacts
META
CUSTOMER
DESIGN
THE PROJECT ROOM
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