31
Web Directions User Experience – Melbourne - May 2008 Converting Research Findings in to Business Speak
Web Directions User Experience – Melbourne - May 2008
Converting Research Findings in to Business Speak
Web Directions User Experience – Melbourne - May 2008
What I hope to share…
1) That there are different types of customer research 2) Why ethnographic research findings are more
difficult to embed in the business3) Design tools – a bucket of ideas we have tried to
solve point 2!
Web Directions User Experience – Melbourne - May 2008
Stephen!
Web Directions User Experience – Melbourne - May 2008
Design Research
4
Ethnographic Behavioural
Evaluative
Interactional
Structural
Web Directions User Experience – Melbourne - May 2008
Interactional
Web Directions User Experience – Melbourne - May 2008
Structural
Web Directions User Experience – Melbourne - May 2008
Behavioural
Web Directions User Experience – Melbourne - May 2008
Evaluative
Web Directions User Experience – Melbourne - May 2008
Ethnographic
Web Directions User Experience – Melbourne - May 2008
Brought in at the end, to being involved in the planning phase…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
Web Directions User Experience – Melbourne - May 2008
Problems & solution, to patterns & opportunities…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
Web Directions User Experience – Melbourne - May 2008
Example - MND
Problem: The field is too short for people to see all 8 Serial Numbers they enter.
Fix: Lengthen the field.
Web Directions User Experience – Melbourne - May 2008
Example - VoguePattern: People have different buying cycles for “events” versus normal clothing. Events fall into a broad range of categories, such as school reunions, new years eve, engagement parties, weddings etc.
Opportunity: Make suggestions on event based fashion.
Web Directions User Experience – Melbourne - May 2008
One page, one site, to a long term strategy…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
Web Directions User Experience – Melbourne - May 2008
One discipline, one design team, the business…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
Web Directions User Experience – Melbourne - May 2008
User Informed Design
Web Directions User Experience – Melbourne - May 2008
Design
Advertisers’ requirementsCustomer needs &
emotions
Business goals
Editorial plans & capabilities
Marketing & brand perception
Meeting or beating the competition
Technical capabilities & standards
Web Directions User Experience – Melbourne - May 2008
Shared Understanding & a shared vocabulary
Web Directions User Experience – Melbourne - May 2008
Web Directions User Experience – Melbourne - May 2008
What would Anne, Chris or Adam want?
Web Directions User Experience – Melbourne - May 2008
Web Directions User Experience – Melbourne - May 2008
Design is Negotiation
Web Directions User Experience – Melbourne - May 2008
Feature Analysis Matrix
Business Listings
Competitor/Peer Review
Web Directions User Experience – Melbourne - May 2008
Feature Analysis Matrix
Web Directions User Experience – Melbourne - May 2008
Design is Innovation
Web Directions User Experience – Melbourne - May 2008
Web Directions User Experience – Melbourne - May 2008
Web Directions User Experience – Melbourne - May 2008
Research Cards
Web Directions User Experience – Melbourne - May 2008
Design Tools – Learnings (So Far)• Should be stand-alone, digestible, snappy• Reusable and adaptable by anyone in the business • Aren’t prescriptive but encourage exploration• Designed to help create a shared understanding, or
support negotiation & innovation
Web Directions User Experience – Melbourne - May 2008
Thanks to the team for letting me show their work!
Questions or More examples?
Web Directions User Experience – Melbourne - May 2008
Notes• Slide 3 – Photo courtesy of Stephen Cox. Hear his presentation, which predeeds this one at:
http://www.webdirections.org/resources/stephen-cox/• Slide 5 – Photo courtesy:
http://www.computerhistory.org/timeline/images/1950_swac_large.jpg• Slide 6 - Photo courtesy: http://www.allposters.com/-sp/City-Street-Signs-
Posters_i1815309_.htm• Slide 7 - Photo courtesy: uwstopia.nl/files/2006/11/statistics.jpg• Slide 8 - Photo courtesy: www.artagogo.com/reviews/sjma/Tupperware.jpg• Slide 9 - Photo courtesy: http://www.jamd.com/search?
assettype=g&assetid=3381043&text=horse+race+spectator+1950• Slide 16 – “User Informed Design” As quoted by Jared Spool - Journey to the Centre of
Design, IA Summit 2008 http://www.uie.com/brainsparks/2008/04/23/ia-summit-keynote-journey-to-the-center-of-design/
• Slide 25 - Indi Young’s presentation at Web Directions North 2008 suggested that innovation doesn’t naturally guarantee success – focussed innovation based on understanding what users want is the key. http://www.webdirections.org/resources/indi-young-innovation-with-mental-models/
