An overview of the approach and some of the design methods and tools we use at Mad*Pow. Presented at the 2012 Healthcare Experience Design Conference by Michael Hawley, Adam Connor, and myself.
2. Analysis Paralysis Stuck in a Agreeing on
Infusing Research Creative Rut Design Decisions
Into Design Finding Budget
For Research
Too Many Cooks In The CEO iPad
the Kitchen Christmas Gift Effect Uniting a Team Around
Too Many Ideas a Common Vision
Decision by Committee Loudest Customer
Complaint Syndrome The Swoop and Poop
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7. When All Else Fails, Do It Anyway
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8. Research Buzz Word Bingo
Affinity Desirability
Laddering Likert Scales Tree Testing
Diagraming Studies
Rapid Iterative
Card Sorting Eyetracking A//B Testing Field Studies
Testing
Contextual Heuristic First-click
Site Surveys Mental Models
Inquiry Reviews testing
Galvanic Skin
Repertory Grid Focus Groups Intercepts Collaging
Response
Unmoderated Customer
Diary Studies Task Analysis Cultural Probes
Testing Feedback Panels
Design
Triading Mood Maps 5-Second Test Web Analytics
Ethnography
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9. Step 1: What Question You Are Answering?
User Task/Workflow Concept Business Usability
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10. Step 2: What Data Source Do You Have?
http://www.useit.com/alertbox/user-research-methods.html
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11. Step 3: Where Are You In the Design Process?
Strategy and Inspiration Optimization and Refinement Benchmarking and Assessment
Research Early feasibility, thinking about Still looking for opportunities, but Measuring design against prior
Goal walking in the user’s shoes also narrowing down scope, versions and competition.
looking for improvements to Validating ROI or identifying future
structure, and minimizing risk opportunities.
Methods Ethnography, contextual Card sorting, online usability A/B testing, SUMMI and SUS,
inquiry, diary studies, surveys, testing, surveys, desirability vertical benchmarking, ongoing
comparative studies, studies, naming studies user community commentary
participatory activities
Interactive Low-fidelity artifact testing, Mid-fidelity artifact testing, pre- High-fidelity usability testing, strict
Assessment exploratory, looking for defined tasks, still plenty of set of tasks, statistical
reactions moderator interaction. Iterative if considerations for post-task ad
possible. post-test questionnaires.
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12. Don’t Forget: Business Realities
ê Agile Versus Waterfall
ê Innovation versus Refinement/Improvement
ê Marketing vs. Transactional vs. Informational Experiences
ê Skepticism of User-Centered Design
ê Stakeholder Influence
ê Team Member Engagement and Observation
ê Time & Budget
ê Access to Participants
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13. Research Approach
User- Genius
Centered Research Design
Design Inspired
Design
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15. What do we do with the research?
ICE BREAKING
ê Personas include a narrative,
but sometimes we need more
detail than a snapshot can show
ê Journey models help us write
and illustrate a story of
interactions and relationships
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16. Bringing the audience to life
ICE BREAKING
ê Paradigm shift from systems
of transaction to systems of
engagement
ê It’s easy to get lost in data, but
we can’t forget about the
human elements
span numerous channels.
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17. What is a journey model?
ICE BREAKING
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18. What is a journey model?
ICE BREAKING
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19. What is a journey model?
ICE BREAKING
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20. What is a journey model?
ICE BREAKING
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21. Potential vs. Reality
ICE BREAKING
ê How it could be (happy path)
ê How it really is (more realistic path)
Source: Andrea Resmini & Dan Willis
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22. How are journey models used?
ICE BREAKING
ê Create strategic vision prior to
detailed design
ê Build consensus with stakeholders,
showing opportunities across the
ecosystem
ê Identify key interactions to
prototype and test
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23. How do you make a journey model?
ICE BREAKING
ê Identify the patients or users
ê Craft realistic scenarios
ê Develop the best template type
ê Review research & fill gaps
ê Create the journey map or model
ê Share and iterate (ongoing)
ê Don’t forget to use them!
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24. What BREAKING in a journey?
ICE do you include
ê Goals ê Perceptions
ê Timeline ê Motives
ê Emotions ê Expectations
ê Touch Points ê Audio
ê Actions ê Video
ê Opportunities
Photo: Alinea Restaurant
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25. Telling the story and keeping the journey alive
ICE BREAKING
ê Shout from the rooftops!
ê Display prominently in
common work areas
ê Invite the personas and their
journey models to meetings
ê When new research is done,
update the journey model Photo: Daniel A. Norman
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29. Challenges…
ê Getting consensus from stakeholders and team members on which
concepts to eliminate, which should be refined and eventually
choosing one, can take a very long time
ê Never enough time and money to fully flesh out and evaluate every
idea with users
ê As projects progress, new requirements and constraints often emerge
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35. The Setup
http://www.john.do/blog/wp-content/uploads/2010/08/mouse-trap-1.jpg
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36. Materials
ê Personas
ê Scenarios
ê Business Goals
ê Design Principles
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37. More Materials
ê A timer
ê Paper
ê Black markers
ê Tape/drafting dots
ê Butcher paper (optional)
ê Red & green markers (optional)
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39. Notes on Critique
ê Focus on how/why a design does or doesn’t satisfy a goal or user need.
ê Ask questions when necessary.
ê Presenters should clarify aspects of their design when necessary, and avoid
getting defensive.
ê Don’t get stuck on avoiding “I like...” and “I don’t like…”. Just bring it back to
the scenario, personas and goals
ê Avoid problem solving.
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40. And now back to sketching…
2 more rounds
ê Individuals focus on a single
solution (of their choosing)
ê Groups collaborate and define a
single solution together
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41. The Aftermath
http://www.youtube.com/watch?feature=player_embedded&v=bPNyK7XTy6o
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42. Additional Benefits…
ê Good ideas can come from anywhere
ê Builds a shared understanding of the problem space and the different perspectives
individual team members have of it
ê Speeds up the design timeline in a project
ê Builds a shared sense of ownership and collaboration in the creation of the solution
ê Gives non-designers an opportunity to understand the ramifications that various
decisions have on aspects of the design
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