webvisions2016 presumptive design workshop

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Create First, Research Later!Presumptive Design: An 'Action First' Research Technique

Leo FrishbergPrincipal | Phase II, Portland OR@leofrish

Charles LambdinUX Designer | Intel Corporation@CGLambdin

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Presumptive DesignAn Introduction

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AgendaIntros

Activity Time Activity TimeIntros/Agenda/Objectives

15 min

About the Engagement Session 10 min

What is PrD? 15 min

Engagement Session Demo 5 min

Assumptions 10 min Preparation 30 min

The Strategy Challenges 20 min Engagement Session 30 min

Artifacts vs. Deliverables 5 min Debrief / Analysis 15 minThe Tasks, Context and Objectives

10 min Report-outs 10 min

Break 10 min What is PrD? – Reprise 10 min

Open discussion, books remaining

2:002:152:302:403:003:05 3:15

3:25

3:253:353:404:104:455:00 5:105:20

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• Introduce a rapid method of assumption validation based on Design Thinking

• Apply the process to internalize its value

• Explore the differences between PrD and other research and design methods

The best way to predict the future is to invent it.– Alan Kay, 1971, Dennis Gabor, 1963

Any sufficiently advanced technology is indistinguishable from magic.– Arthur C. Clarke, 1961 – Clarke’s Third Law

WorkshopObjectives

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Presumptive Design Design Thinking Cycles, Strategy and an Artifact-First Approach

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On Your Feet

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Owen’sDesign ThinkingModel

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Owen’sDesign ThinkingModel Fin

ders

Makers

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Owen’sDesign ThinkingModel

Know

ApplyMay 2016

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Kumar’sDesign ThinkingModel

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Sato’sDesign ThinkingModel

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PrDin the Context of Design Thinking

Traditional User Centered Design (UCD):Discover first

Presumptive Design: Conceptualize first

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UK DesignCouncil’sDoubleDiamond

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What PrD Means by Assumptions

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An ExerciseIn Assumptions

Takete?

Kiki?Baluba?

Bouba?

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Figure 1

Figure 2


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Figure 2


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The Strategy Challenges

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Remarkable Now – Dodecatimer Strategy

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Remarkable NowBrief

UX Strat 15

Remarkable Now (RN) creates digital products with an analog twist. Its most recent invention is the DodecaTimer (DT)– a multi-faceted geometric solid that counts-down preset times. The specific countdown depends on whichever facet the user has turned facing up.• RN’s tag line for the DT is: “The egg timer reimagined.” • RN’s plans for the DT extend well beyond a simple desktop, benchtop or

countertop interval-timer. As a Bluetooth-enabled device, DT broadcasts its remaining time to any BT-enabled application or device receiving BTLE or iBeacon announcements.

• RN’s plans for the DT aren’t limited to time-related experiences. The object can be used in any context in which a discrete set of states is advantageous.

• Because the DT is a manipulative, a wide variety of gestures can be incorporated into the object beyond simply standing a face upward

You work on a design team focused on Internet of Things (IoT) experiences. RN has hired you to investigate the value of DT to prospective customers. Before RN invests in manufacturing and production, it is looking for the highest value opportunities. The insight it hopes to gain will help structure a multi-year roadmap.May 2016

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What Are the Key AssumptionsBehind this Strategy?

• RN must prioritize among the many ideas it has for Dodecatimer, including powering options, time ranges, facets and feedback cues

• RN believes the DT has nearly universal appeal • RN serves a wide variety of Personas• RN believes the essence of the DT is in its

manipulation and aesthetic appeal• RN believes the DT is more than a simple timer: it is

a discrete device suitable for interacting with other enabled devices

• RN is looking the highest value experiences the DT can serve

• RN expects to use the DT to branch into other digitally enabled experiences

• RN is prepared to take multiple years to ramp

Pre-Baked

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Likewhyze CX Data Capture and AnalysisStrategy

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LikewhyzeBrief

Likewhyze (LW) is composed of two key parts: a data capture application and a back end analytics tool. The data capture app is a graphic-novel-based customer feedback tool for customer experience mapping. With it, consumers provide candid feedback to any business.The app addresses several key problems:• Eliminates rigid text-based survey formats that fail to capture qualitative

thoughts and feelings during key moments in a customer’s experience.• Offers loyal customers who’ve suffered a bad experience an anonymous and

confidential channel to a business without having to use public social media.• Eliminates customer recall of past experiences by enabling LW users to

provide feedback during a moment, or immediately afterward.The LW data analysis suite affords the CX professional inside the business with unique opportunities:• Provides drill-down to specific stories, moments or aggregates of these, across

the entire journey. • Builds CJMs up from individual data points, acquired throughout the capture

period. Analysts can watch the CJM assemble over time. You have been asked to validate LW’s strategy for its data analytics suite using PrD. Before LW invests any further effort, it needs to test its assumptions about customer experience professionals’ needs and expectations.

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What Are the Key AssumptionsBehind this Strategy?

Likewhyze will:• Assist CX analysts to know what their customers like or

dislike about their experiences with the company’s products or services better than regular quantitative surveys.

• Assist CX analysts' understanding of the why behind these opinions by revealing customer thoughts and feelings.

• Reduce CX analyst frustration with traditional customer satisfaction surveys and still avoid costly in-depth qualitative research by capturing qualitative "whys" and linking them to quantitative "whats".

• Make it easier for CX analysts to see how specific touchpoints contribute to CX episodes and customer journeys.

• Make it easier for CX analysts to explore CX data for common pain-point patterns and emotional themes.

• Address CX analysts' need to foster customer empathy and share new CX targets across their organization’s functional silos by providing a common story-based visual language and collaboration platform.

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Why Artifacts Aren’t Prototypes

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Artifactsvs. Deliverables

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vs.

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The Importance of Tasks, Context and Objectives

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Remarkable Now’s TasksAnd Context

Remarkable Now (See packet for specifics)There are five different Dodecatimer (DT) tasks – one for each team1. A timer: you will need to ask what task your users

perform with timers today2. Frequent contacts: Suggest it will work with their

smart phone3. Frequent services: As they turn the DT, display the

website on a tablet4. Device controller: Let them explore the idea of an

IoT controller5. Smart Home controller: Explore the ramifications

of such a device• DT’s contexts are likely at home, in a professional

setting or in an office

Pre-Baked

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Likewhyze’sTasksAnd Context

Likewhyze (See packet for specifics)There are five different Likewhyze tasks – one for each screen/team. 1. Scatterplot: What does the average of all of the

data look like? 2. Dislikes matrix: What is going on in the most

disliked case?3. Theme: What is the common theme?4. Persona: What are each persona’s concerns about

the interface?5. Story mapping: Explore what a crowdsourced map

tells us.• The LW analytics suite is targeted to CX

professionals who will likely be working in their office

Pre-Baked

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To Build the Future, You Need a Definition of ‘Done’

S Specific: a single focus for each objective—no “and” or “ors”

M Measurable: a number—how many “things” will it take to be considered done

A Attainable: will it be achievable in the time frame of the exercise?

R Realistic: is it appropriate to the exercise you are performing?

T Time-bound: after how much time will you consider the exercise done?

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Engagement Session Objectives(Choose 2)

Validate the top three assumptions behind the company’s strategy

Document three user-identified assumptions that differed from the company’s.

Discover at least one additional problem (beyond any assumed by the company) which the participant would expect the artifact to solve.

Identify at least one task the participant would do with the artifact in addition to the task proposed by the team.

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BreakTake 10 minutes – please be back by 3:25

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About the Engagement Session

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• This is like a usability test, but it isn’t a usability test.• Prepare a minimal script to introduce the artifact and the task

(SEE SCRIPT IN PACKETS AT YOUR TABLE)• You will offer the user the artifact and let them proceed.• Based on their reaction, you will take notes on what they say

as they perform the task.• If they get stuck, or turn to you for help, this is a key

opportunity to learn more.• Mirror their question back to them. (“What would you do in

this situation?”)• Do not explain, present or pitch the artifact or the

company’s expectations/strategy.Remember: This is about company’s assumptions, some of which may not be apparent until the user calls your attention to them!

Engagement Session Procedures

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LW Data Capture App Demo

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PrD Roles

• You will have multiple opportunities to work with external stakeholders.

• Choose a Facilitator. You can have several— one for each visitor.

• All of the others become Researchers/Observers

• The Facilitator role is subtle:• Offer the artifact with a minimal

introduction.• Ask the visitor to perform the task.• Become an improv artist based on

the user’s interactions.

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Five Levels of Prompts

1.Go do X.2.You seem hesitant. Is there a problem?3.How might you start doing X on Y? 4.We thought Y might be a useful place

to start X. 5.Great. Now let’s pretend you had

pressed Y. So go ahead and press Y.

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Four Rules for Facilitators

1.You’re not there to present your design.

2.Act like a psychic.3.Keep it about the present.4.No prompts > Level 2.

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Engagement Session Demo

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Engagement Session Preparation

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Engagement Session

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Analysis and Report Out

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Process in Review

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The FivePrinciplesofPresumptive Design

Design to fail

Create, discover, analyze

Make assumptions explicit

Iterate, iterate, iterate

The faster you go the sooner you know

Have fun.

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Methods within the Diamond

Design Sprint

Cultural Probes

Usability Tests

Rapid Prototypin

gLean UX

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UnknownUnknowns

UnknowableUnknowns

KnownUnknowns

KnownKnowns

PrDin the Cynefin Framework

May 2016 CHI2016 San Jose @leofrish

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UnknownUnknowns

UnknowableUnknowns

KnownUnknowns

KnownKnowns

{C=E}

“Best Practice”

Sense-Categorize-Respond

Simple


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UnknownUnknowns

UnknowableUnknowns

KnownUnknowns

KnownKnowns

{C------>E}

{C=E}

“Best Practice”


Simple

Complicated

Sense-Analyze-Respond

“Good Practice”



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UnknownUnknowns

UnknowableUnknowns

KnownUnknowns

KnownKnowns

{C------>E}

{C=E}

“Best Practice”


Simple

Complicated


“Good Practice”

Complex

C EC E{ }

Probe-Sense-Respond

“Emergent Practice”



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UnknownUnknowns

UnknowableUnknowns

KnownUnknowns

KnownKnowns

{C------>E}

C≠E {C=E}

“Best Practice”


Simple

Complicated


“Good Practice”

Chaotic

Complex

C EC E{ }

Probe-Sense-Respond

“Novel Practice”


Act-Sense-RespondMay 2016


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UnknownUnknowns

UnknowableUnknowns

KnownUnknowns

KnownKnowns

{C------>E}

C≠E {C=E}

“Best Practice”


Simple

Complicated


“Good Practice”

Chaotic

Complex

C EC E{ }

Probe-Sense-Respond

“Novel Practice”


Act-Sense-Respond

Presumptive Design Resides Here

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PrDElementsand Timeline

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DataGatheringComplete

Analysis/InsightsComplete

ReportOutComplete,Design TeamRamp Up

ConceptualDesignComplete

DesignDevelopmentComplete

Iteration 0Complete

Project Phases/Time

Effo

rt Research

Design

Values are for illustrative purposes

Insights

.

2

Research and analysis wind downto completion and design beginsto ramp up. Time since the obser-vations were made increases anda handoff is required.These decrease the team’s intima-cy with user needs and goals andreduces potential insights .

PrDIncreasesInsight, and Decreases Time to Insight

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Values are for illustrative purposes

Research

Design

Insights

Project Phases/Time

Effo

rt By combining researchand design, time toinsights is shortened andinsights increase through-out the course of theeffort.2

Data Gathering,Analysis/Insights,Conceptual DesignComplete

ReportOut,DesignDevelopmentComplete

Iteration 0Complete

PrDIncreasesInsight, and Decreases Time to Insight

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Open Discussion

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References

• Buxton, Bill; Sketching User Experiences: Getting the Design Right and the Right Design; Morgan Kaufmann; 2007

• Carroll, Lewis; Through the Looking-Glass and What Alice Found There; The MacMilllan Company, New York, London, 1899

• Dubberly, Hugh; Evenson, Shelley; and Robinson, Rick; The Analysis-Synthesis Bridge Model; http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html

• Frishberg, Leo; Lambdin, Charles; Presumptive Design: Design Provocations for Innovation. Morgan Kaufmann; 2016

• Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. Interactions, Vol. 13, Iss. 1, 18-20; 2006

• Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. SAO Ignite, March, 2012; http://www.slideshare.net/leofrish/presumptive-design-or-cutting-the-looking-glass-cake

• Kuhn, Thomas; The Structure of Scientific Revolutions; University of Chicago Press, 1962

• Laseau, Paul; Graphic Thinking for Architects and Designers; Van Nostrand, 1980• Owens, Charles; Design Thinking: Notes on its Nature and Use; Design Research

Quarterly Vol. 2, N0. 1, January, 2007, pp. 16-27• Sato, Steve; Using Design Thinking to Measure Design’s Impact; CHIFOO

Presentation, September 2013 http://www.chifoo.org/index.php/chifoo/events_detail/using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza /

• Sanders, Liz; Stappers, Pieter Jan; Convivial Toolbox: Generative Research for the Front End of Design; BIS Publishers, 2013

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http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html

http://www.slideshare.net/leofrish/presumptive-design-or-cutting-the-looking-glass-cake

http://www.chifoo.org/index.php/chifoo/events_detail/using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza/

http://www.chifoo.org/index.php/chifoo/events_detail/using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza/