deeper understanding - stories, observations, insights

@dszuc

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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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