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Powerful Techniques to
Understand your
Customers Motivations
GENERATIVE RESEARCH WORKSHOP
March 2018
Misael
Sandra
March 2018
Power Up your
Product through
Research and Design
UX TEAM BY NEARSOFT
Hello!
Who are you?
● Intro: What’s Generative Research
● Explore different exercises
● Prototype your exercise
● Iterate your exercise
● Show...
● Customer input for a meaningful solution
● Products must fit lifestyle of users
● Human mind is complicated
Why this wor...
What to ask next?
Conversations with users
can feel incomplete...
GENERATIVE RESEARCH WORKSHOP
Become a better listener
and reach a shared
understanding
Make a conversation
unfold naturally and
achieve a strong rappor...
Discover ways to get
stories full of emotion and
detail
Learn from the
participant’s own insights
about themselves
Feel tr...
Participants create an
artifact with their hands
Because...
Generative Research
GENERATIVE RESEARCH WORKSHOP
Why?
?!
Hands-on exercises to
enable conversations?
GENERATIVE RESEARCH WORKSHOP
What we say
How we feel
(gap)
interviews / surveys
observation
generative
tools
say
think
do / use
know / feel / dream
What people... MethodsSurface
Deep
Easier to think
when we make stuff
with our hands
GENERATIVE RESEARCH WORKSHOP
Creativity, thought,
and action are driven
by our emotions
GENERATIVE RESEARCH WORKSHOP
Remember, select, talk about, and interpret past events
Describe behavior, thoughts, and feelings
Connect the dots of seem...
Talk about sensitive topics
Express abstract feelings and thoughts
Verbalize unspoken emotions
Projective Exercises
GENERA...
GENERATIVE RESEARCH WORKSHOP
UX Design Process
GENERATIVE RESEARCH WORKSHOP
Type of Exercises
LIST MAD LIB STORY SORT TRACK
BUILD DIAGRAM MAP PLAY HYBRIDS
1. Low effort to complete but yield rich discussion.
2. Collecting elements of a category —e.g. “Types of meals I cook.”
3....
A List combined with a Diagram
to show priority of elements.
The inner circle is the highest
priority while the outer circ...
Participants list their experiences
before, during, and after 1-on-1
meetings with team members.
Timelapse List
Before
Dur...
1. Eliciting associations, desires, preferences, values
2. Gathering participant’s own words around a prompt to evaluate
s...
Good for evaluating symbolic
meaning.
Participants projecting their
perspectives on ideal values for
a newcomer during rec...
Understanding the preferences
and attitudes of young people
when redeeming promo codes in
restaurants.
Complete Sentences
...
1. Learning about negative & positive events
2. Exploring a category —understanding perspectives and values
around a topic...
Snags & Delights are mini-stories
about negative and positive
experiences on recent events.
Mini Stories
A letter can help to understand
the impact of past choices on a
participant’s current state.
Letter to myself
The Love and
Break Up Letter
A personal letter written to a
product often reveals
profound insights value and
expectations...
1. Identifying and exploring categories. Relationships among
elements (leads to uncovering mental models)
2. Learning abou...
Card sorting
Increasing a system’s findability.
Give users a set of cards, each
labeled with a piece of content or
functio...
Card Sorting
Scenario-based sort with
multiple decks: larger
cards with scenario
elements and smaller
cards with social me...
Association Deck
Photo deck to choose images that
best fit certain criteria.
Exercise to redesign travel-related
site. Par...
1. Recording behavior, routines, feelings over time
2. Gathering photos from participant POV —empowers your
participants!
...
Mood Calendar
30 day Mood Calendar to track
emotions, key moments, and
provide a platform for follow-up
discussion.
Diary Study
Snippets of experiences during a
period of time.
Useful to spot patterns difficult to
identify by recall.
A te...
1. Using metaphors & analogies to express hard-to-articulate
ideas
2. Capturing moods & feelings
3. Generating future scen...
Lego Simulation
Participants were given Lego
pieces to build a city.
The goal was to simulate sprints
under an Agile envir...
Cut-out Interface
Cut-outs of design elements for
participants to use to build paper
prototypes, prioritize features, add
...
Timeline Board
In this exercise we had
participants (Millennials) plan their
financial future.
Manual activity forces them...
Ideal Future Journey
How to project your professional
career by asking participants to
map milestones and major
achievemen...
1. Understanding relationships among elements in a category
2. Comparing activities to locations
3. Creating multiple laye...
Social Media Map
Measuring the importance of
Social media tools, how each
engages the participant, the
purpose of each too...
Business Origami
Modeling and understanding
complex services with no
diagramming skills.
Envision the story of how users
e...
1. Exploring important scenarios — Noticing emotions and
assumptions in different scenarios
2. Lessening pressure around s...
Role Play
Measuring the importance of
Social media tools, how each
engages the participant, the
purpose of each tool, and ...
Games
Participants were asked to act as
objects or persons related to a
service.
Spot opportunities to improve the
journey...
...you can also
create your own
Time to work!
Uncover possible new
products or services for
pet owners
GENERATIVE RESEARCH WORKSHOP
The emotional relationship
between a pet owner and her
mascot
You will research...
GENERATIVE RESEARCH WORKSHOP
I haz rezearch!
We are creating a blank
exercise that will be
completed by a user
GENERATIVE RESEARCH WORKSHOP
EXERCISE # 1
Choose
Exercise Type
→ As a team, discuss what
information you would like to
get from your users
→ Review eac...
What do you want
to know?
EXERCISE # 2
Prototype the
Exercise
→ For the sketch, use a whole
page per exercise.
→ Sketch one exercise for now
Make it...
EXERCISE # 3
Test your
Exercise with
Real People!
→ Ask a user to complete your
exercise while you guide the
conversation....
I volunteer!
EXERCISE # 4
Iterate the
Exercise
→ List all possible fixes to eliminate
confusing instructions.
→ Adjust format if you di...
● What exercise did you create?
● How would you apply this to your job?
● What was your Aha! Moment?
Show how good you did
GENERATIVE RESEARCH WORKSHOP
What would be next?
● Refine your exercise
● Improve rapport skills
● Recruit 8-10 users and ...
● “It’s not the customer’s job to know what
they want” - Jobs
● Deeper emotions with hands-on exercises
● Customize your o...
Bella Martin &
Bruce Hanington
Liz Sanders &
Pieter Jan Stappers
Watch it on YouTube
March 2018
Design is all
about people!
“Design is all
about people.”
Thanks!March 2018
Misael Leon
Product Designer
mleon@nearsoft.com
misaello
misaelleon
Sandra...
Generative Research DIY
A GR Case Study: Life insurance for Millennials
List of UX Methodologies and Case Studies
Convivia...
Generative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYC
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Generative Research Workshop for Ladies That UX NYC

Generative Research is a great tool to generate meaningful insights about the habits and lifestyles of their users.

Generative Research is a powerful framework for innovation. It involves a series of collaboration exercises in which users reveal aspects of their personal experiences. By utilizing tangible artifacts, participants communicate emotions that are often difficult to express with words.

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Generative Research Workshop for Ladies That UX NYC

  1. 1. Powerful Techniques to Understand your Customers Motivations GENERATIVE RESEARCH WORKSHOP March 2018
  2. 2. Misael Sandra
  3. 3. March 2018 Power Up your Product through Research and Design UX TEAM BY NEARSOFT
  4. 4. Hello! Who are you?
  5. 5. ● Intro: What’s Generative Research ● Explore different exercises ● Prototype your exercise ● Iterate your exercise ● Showcase & Wrap Up Our Time Together RAPID PROTOTYPING WORKSHOP
  6. 6. ● Customer input for a meaningful solution ● Products must fit lifestyle of users ● Human mind is complicated Why this workshop? GENERATIVE RESEARCH WORKSHOP
  7. 7. What to ask next? Conversations with users can feel incomplete... GENERATIVE RESEARCH WORKSHOP
  8. 8. 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 We’ll learn how to... GENERATIVE RESEARCH WORKSHOP
  9. 9. 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 We’ll learn how to... GENERATIVE RESEARCH WORKSHOP
  10. 10. Participants create an artifact with their hands Because... Generative Research GENERATIVE RESEARCH WORKSHOP
  11. 11. Why? ?! Hands-on exercises to enable conversations? GENERATIVE RESEARCH WORKSHOP
  12. 12. What we say How we feel (gap)
  13. 13. interviews / surveys observation generative tools say think do / use know / feel / dream What people... MethodsSurface Deep
  14. 14. Easier to think when we make stuff with our hands GENERATIVE RESEARCH WORKSHOP
  15. 15. Creativity, thought, and action are driven by our emotions GENERATIVE RESEARCH WORKSHOP
  16. 16. Remember, select, talk about, and interpret past events Describe behavior, thoughts, and feelings Connect the dots of seemingly disconnected events GENERATIVE RESEARCH WORKSHOP Recollection Exercises
  17. 17. Talk about sensitive topics Express abstract feelings and thoughts Verbalize unspoken emotions Projective Exercises GENERATIVE RESEARCH WORKSHOP
  18. 18. GENERATIVE RESEARCH WORKSHOP UX Design Process
  19. 19. GENERATIVE RESEARCH WORKSHOP Type of Exercises LIST MAD LIB STORY SORT TRACK BUILD DIAGRAM MAP PLAY HYBRIDS
  20. 20. 1. Low effort to complete but yield rich discussion. 2. Collecting elements of a category —e.g. “Types of meals I cook.” 3. Gathering feelings and needs around a topic 4. Compiling inventories —e.g. “What’s in my bathroom cabinet?” Lists GENERATIVE RESEARCH WORKSHOP
  21. 21. A List combined with a Diagram to show priority of elements. The inner circle is the highest priority while the outer circles are of least importance. Concentric Circles of Priorities
  22. 22. Participants list their experiences before, during, and after 1-on-1 meetings with team members. Timelapse List Before During After
  23. 23. 1. Eliciting associations, desires, preferences, values 2. Gathering participant’s own words around a prompt to evaluate symbolic meanings associated with the topic 3. Used to assess motivations and attitudes 4. Easy to create and offer high value results! (Sentence completion) Mad Lib GENERATIVE RESEARCH WORKSHOP
  24. 24. Good for evaluating symbolic meaning. Participants projecting their perspectives on ideal values for a newcomer during recruiting process. Sentence Completion
  25. 25. Understanding the preferences and attitudes of young people when redeeming promo codes in restaurants. Complete Sentences + Sketches
  26. 26. 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 Story GENERATIVE RESEARCH WORKSHOP
  27. 27. Snags & Delights are mini-stories about negative and positive experiences on recent events. Mini Stories
  28. 28. A letter can help to understand the impact of past choices on a participant’s current state. Letter to myself
  29. 29. The Love and Break Up Letter A personal letter written to a product often reveals profound insights value and expectations from objects in everyday lives.
  30. 30. 1. Identifying and exploring categories. Relationships among elements (leads to uncovering mental models) 2. Learning about preferences and priorities (when participants rank order elements) 3. Remembering stories (when participants select or sort images) 4. Create a deck of triggers/images collaboratively (it helps eliminate gaps in your individual thinking) Sort GENERATIVE RESEARCH WORKSHOP
  31. 31. Card sorting Increasing a system’s findability. Give users a set of cards, each labeled with a piece of content or functionality. Ask them to sort them into groups that make sense of them.
  32. 32. Card Sorting Scenario-based sort with multiple decks: larger cards with scenario elements and smaller cards with social media elements.
  33. 33. Association Deck Photo deck to choose images that best fit certain criteria. Exercise to redesign travel-related site. Participants were given photos, typefaces, and moods so they could react to an unbranded site.
  34. 34. 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? Track GENERATIVE RESEARCH WORKSHOP
  35. 35. Mood Calendar 30 day Mood Calendar to track emotions, key moments, and provide a platform for follow-up discussion.
  36. 36. Diary Study Snippets of experiences during a period of time. Useful to spot patterns difficult to identify by recall. A template is used to log moments. Source: Designing for Sustainability link
  37. 37. 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! Make GENERATIVE RESEARCH WORKSHOP
  38. 38. Lego Simulation Participants were given Lego pieces to build a city. The goal was to simulate sprints under an Agile environment.
  39. 39. Cut-out Interface Cut-outs of design elements for participants to use to build paper prototypes, prioritize features, add new features, etc.
  40. 40. Timeline Board In this exercise we had participants (Millennials) plan their financial future. Manual activity forces them to imagine their future selves and discover ways insurance fit into their story.
  41. 41. Ideal Future Journey How to project your professional career by asking participants to map milestones and major achievements for their future.
  42. 42. 1. Understanding relationships among elements in a category 2. Comparing activities to locations 3. Creating multiple layers of meaning to explore: a. Likes/dislikes/feelings b. Channel use c. Purpose/role of mapped items d. Priority of mapped items Map GENERATIVE RESEARCH WORKSHOP
  43. 43. Social Media Map Measuring the importance of Social media tools, how each engages the participant, the purpose of each tool, and how people control interactions among them.
  44. 44. Business Origami Modeling and understanding complex services with no diagramming skills. Envision the story of how users experience a service, making emphasis on key touch points.
  45. 45. 1. Exploring important scenarios — Noticing emotions and assumptions in different scenarios 2. Lessening pressure around sensitive topics 3. Gathering values, norms, rules, and native language 4. Exploring solution spaces Play GENERATIVE RESEARCH WORKSHOP
  46. 46. Role Play Measuring the importance of Social media tools, how each engages the participant, the purpose of each tool, and how people control interactions among them.
  47. 47. Games Participants were asked to act as objects or persons related to a service. Spot opportunities to improve the journey they go through when interacting within a service chain.
  48. 48. ...you can also create your own
  49. 49. Time to work!
  50. 50. Uncover possible new products or services for pet owners GENERATIVE RESEARCH WORKSHOP
  51. 51. The emotional relationship between a pet owner and her mascot You will research... GENERATIVE RESEARCH WORKSHOP
  52. 52. I haz rezearch! We are creating a blank exercise that will be completed by a user GENERATIVE RESEARCH WORKSHOP
  53. 53. EXERCISE # 1 Choose Exercise Type → As a team, discuss what information you would like to get from your users → Review each of the exercises from the list → Decide what kind of exercise applies best for the given scenario… you can customize them! 10 MINUTES
  54. 54. What do you want to know?
  55. 55. EXERCISE # 2 Prototype the Exercise → For the sketch, use a whole page per exercise. → Sketch one exercise for now Make it quick, it’s just a draft! … → Avoid perfectionism 20 MINUTES
  56. 56. EXERCISE # 3 Test your Exercise with Real People! → Ask a user to complete your exercise while you guide the conversation. → Build rapport, make open questions, always ask why… keep digging → Take notes on how are instructions interpreted. Is there any confusion? → What follow-up questions worked better? 20 MINUTES
  57. 57. I volunteer!
  58. 58. EXERCISE # 4 Iterate the Exercise → List all possible fixes to eliminate confusing instructions. → Adjust format if you didn’t like the results you got. → Re-draw your sketch, re-write the instructions if necessary to add layers for more depth. 5 MINUTES
  59. 59. ● What exercise did you create? ● How would you apply this to your job? ● What was your Aha! Moment? Show how good you did
  60. 60. GENERATIVE RESEARCH WORKSHOP What would be next? ● Refine your exercise ● Improve rapport skills ● Recruit 8-10 users and bring them over the table ● Interpret the results (Affinity Diagrams)
  61. 61. ● “It’s not the customer’s job to know what they want” - Jobs ● Deeper emotions with hands-on exercises ● Customize your own methods Key Takeaways GENERATIVE RESEARCH WORKSHOP
  62. 62. Bella Martin & Bruce Hanington Liz Sanders & Pieter Jan Stappers
  63. 63. Watch it on YouTube
  64. 64. March 2018 Design is all about people!
  65. 65. “Design is all about people.” Thanks!March 2018 Misael Leon Product Designer mleon@nearsoft.com misaello misaelleon Sandra Vazquez Business Developer svazquez@nearsoft.com sandra_daniela sandradanielav
  66. 66. 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) GENERATIVE RESEARCH WORKSHOP Useful Links

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