O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Generative Research Workshop by Nearsoft — Amsterdam Material

Determine what your users want or whether they will like your new feature. Generative user research is a powerful tool that can help you understand your target users' desires, expectations and lifestyle habits, taking the speculation out of product decisions and surfacing new customer opportunities.

Generative Research Workshop by Nearsoft — Amsterdam Material

  1. 1. Powerful Techniques to Understand Customer Motivations February 28th, 2017
  2. 2. Hello! Who are you?
  3. 3. Misael Claudio Frank Hector
  4. 4. Why this workshop? Customer input for a meaningful solution Products must fit lifestyle of users Human mind is complicated
  5. 5. Conversations with users can feel incomplete... What to ask next?
  6. 6. We’ll learn how to... Become a better listener and reach a shared understanding Make a conversation unfold naturally and achieve a strong rapport Get rich information on users’ motivations, expectations
  7. 7. We’ll learn how to... Discover ways to get stories full of emotion and detail Learn from the participant’s own insights about themselves Feel true empathy to generate a solution
  8. 8. LOOK EXPLORE PROTOTYPE TEST SHARE Today’s work
  9. 9. Generative Research Participants create an artifact with their hands Because...
  10. 10. Hands-on exercises to enable conversations?? Why? ?!
  11. 11. What we say How we feel (gap)
  12. 12. SAY DO MAKE EXPLICIT OBSERVABLE LATENT interviews / surveys observation generative tools say think do / use know / feel / dream What people... MethodsSurface Deep By Liz Sanders link
  13. 13. Easier to think when we make stuff with our hands
  14. 14. Recollection exercises Remember, select, talk about, and interpret past events Describe behavior, thoughts, and feelings
  15. 15. Projective exercises Talk about sensitive topics Express abstract feelings and thoughts
  16. 16. UX Design Process
  17. 17. LIST MAD LIB STORY SORT TRACK BUILD DIAGRAM MAP PLAY HYBRIDS Type of exercises
  18. 18. Lists 1. Collecting elements of a category (e.g. “types of meals I cook”) 2. Gathering feelings and needs around a topic 3. Compiling inventories (e.g. “What’s in my bathroom cabinet”) 4. Capturing schedules 5. Low effort to complete but yield rich discussion.
  19. 19. List combined with Diagram to show priority of elements—inner circle is higher priority Concentric circles of priorities
  20. 20. Research with students about their school experiences before & after immigration. http://www.academia.edu/1473148 /Interviewing_Participants_About _Past_Events_The_Helpful_Role_ of_Pre-Interview_Activities Timelapse list
  21. 21. Mad lib 1. Eliciting associations, desires, preferences, values 2. Gathering participant’s own words around a prompt to help with evaluating the symbolic meanings associated with the topic 3. Can be used to assess motivations and attitudes 4. These are easier to create and offer high value results! (Sentence completion)
  22. 22. Sentence Completion for Evaluating Symbolic Meaning http://www.ijdesign.org/ojs/index. php/%20%20IJDesign/article/view /1166/523 Sentence completion
  23. 23. Mad Lib combined with sketch to understand the role of cash relative to digital payments Complete sentences + sketches
  24. 24. Story 1. Learning about negative/positive events 2. Exploring a category—understanding perspectives and values around a topic 3. Gathering lessons learned 4. These are best as solo-work to enable enough time for reflection.
  25. 25. Snags & Delights are mini-stories about negative and positive experiences. Mini stories
  26. 26. Letter to My Younger Self helps to understand the impact of past choices on a participant’s current state. Letter to myself
  27. 27. The love and break up letter A personal letter written to a product often reveals profound insights about what people value and expect from the objects in their everyday lives.
  28. 28. Sort 1. Identifying and exploring categories 2. Understanding relationships among elements - leads to uncovering mental models 3. Learning about preferences and priorities (when participants rank order elements) 4. Remembering stories (when participants select or sort images) 5. Always collaborative to create a deck of triggers/images — it helps eliminate gaps in your individual thinking
  29. 29. Card sorting Card sorting is a user-centered design method for increasing a system’s findability. The process involves giving users a set of cards, each labeled with a piece of content or functionality, then you ask them to sort them into groups that make sense to them
  30. 30. Card sorting Scenario-based sort with multiple decks: larger cards with scenario elements and smaller cards with social media elements.
  31. 31. Association deck Photo deck to choose images that best fit certain criteria. This was an exercise to help participants practice developing a design vocabulary so they could react to unbranded website designs on the basis of imagery, color, and font only.
  32. 32. Track 1. Recording behavior, routines, feelings over time 2. Gathering photos from participant POV—empowers your participants! 3. Enabling awareness of automatic behavior around a topic 4. Good platform for comparing moments (e.g. does this log reflect what is normal?)
  33. 33. Mood calendar 30 day Mood Calendar to track emotions, key moments, and provide a platform for follow-up discussion.
  34. 34. Digital journey Discount snippet for week long diary using a smartphone to log moments
  35. 35. Visual story book of one particular event Visual story book of one dinner - this project happened before smart phones. I like that it breaks down a 1 - 2 hour event into multiple stages to gather great process details. Participants took 10 - 15 photos over the course of the one special dinner.
  36. 36. Make 1. Using metaphors & analogies to express hard-to-articulate ideas 2. Capturing moods & feelings 3. Generating future scenarios 4. Participants need lots of time to create and explain - do not rush!
  37. 37. Moodboard Mood board collage to explore current state & future state.
  38. 38. In this exercise we made participants (Millennials) to plan their financial future, by forcing them to imagine their future selves to discover ways insurance fit into their story. Timeline board
  39. 39. Cut-outs of design elements for participants to use to build paper prototypes, prioritize features, add new features, etc. Cut-out interface
  40. 40. How to project your professional career by asking participants to map milestones and major achievements for their future. Career model
  41. 41. Diagram 1. Understanding timelines and steps in a process 2. Looking at relationships (e.g. people, objects, activities) 3. Exploring conceptual categories 4. Use simple Venns, 2x2s and linear scales as frameworks 5. Unless you know the user’s native terms, resist using internal labels on process steps—be vague (e.g. “how it begins”)
  42. 42. How time is spent vs how time would like to be spent. Effort time spent
  43. 43. Map 1. Understanding relationships among elements in a category 2. Comparing activities to locations 3. Creating multiple layers of meaning. Create ways to code and annotate the base layer in order to explore: - likes/dislikes/feelings - channel use - purpose/role of mapped items - priority of mapped items
  44. 44. Social media tools this participant uses, the importance of each, how each is engaged with, the purpose of each and how she controls interactions among them. Social media map
  45. 45. Business origami Business Origami is a powerful research method for modeling and understanding complex services. It helps to envision the story of how users experience a service. Making emphasis on key touchpoints during the interaction (represented with paper cut-outs)
  46. 46. Play 1. Exploring important scenarios - and noticing emotions/assumptions in scenarios 2. Lessening pressure around sensitive topics 3. Gathering values, norms, rules, and native language 4. Exploring solution spaces
  47. 47. Role play Participants were asked to emulate their ideal 1-on-1 session to improve the digital process of an application for 1-on-1s
  48. 48. Games Participants were asked to act as objects or persons related to a service, this way we could see opportunities to improve the journey they go through when interacting in a service chain.
  49. 49. ...you can also create your own
  50. 50. Time to work!
  51. 51. Uncover possible new products or services for pet owners
  52. 52. You will research: The emotional range and hidden nuances of the relationship between owners and their pets
  53. 53. We are creating the exercise not the product idea I haz rezearch!
  54. 54. 1. As a team, discuss what information you would like to get from your users 2. Review each of the exercises from the list 3. Decide what kind of exercise applies best for the given scenario… you can customize them! 10 MINS EXERCISE #1 Choose the type of exercise
  55. 55. What do you want to know?
  56. 56. EXERCISE #2 Prototype your exercise draft 15 MINS 1. For the sketch, use a whole page per exercise 2. Sketch one exercise for now 3. Make it quick, it’s just a draft! … Avoid perfectionism
  57. 57. How would it work?
  58. 58. 1. Ask a user to complete your exercise while you guide the conversation 2. Build rapport, make open questions, always ask why… keep digging 3. Take notes on how are instructions interpreted. Is there any confusion? 4. What follow-up questions worked better? EXERCISE #3 Test your exercise with real people! 15 MINS
  59. 59. I volunteer!
  60. 60. Test your assumptions
  61. 61. 1. List all possible fixes to eliminate confusing instructions 2. Adjust format if you didn’t like the results you got 3. Re-draw your sketch, re-write the instructions if necessary to add layers for more depth EXERCISE #4 Iterate your exercise draft 5 MINS
  62. 62. How to make it better?
  63. 63. What would be next? 1. Refine your technique and rapport-building skills 2. Recruit users and bring them over the table 3. Apply the exercise with a wider audience 4. Interpret the results (Affinity Diagrams)
  64. 64. Takeaways “It’s not the customer’s job to know what they want” - Jobs Deeper emotions with hands-on exercises Customize your own methods
  65. 65. What exercise did you create? How would you apply this to your job? What was your Aha! Moment? Show how good you were
  66. 66. mleon@nearsoft.com misaello misaelleon You were awesome, Misael Leon Product Designer ___________________________________________________________________________ thanks!
  67. 67. Generative Research DIY A GR Case Study: Life insurance for Millennials List of UX Methodologies and Case Studies Convivial Toolbox: Generative Research for the Front End of Design (Book by Liz Sanders) Bringing Users into Your Process Through Participatory Design From User-Centered to Participatory Design Approaches (Paper by Liz Sanders) Liz Sanders - Co-creation and the New Landscapes of Design Liz Sanders on Participatory Design (video) Useful links

×