Dan Szuc is a Principal Consultant at Apogee and Josephine Wong is a Co-founder of Apogee and Design Researcher. At the UXID2014 conference, they made a workshop about how to see beyond a user research. Here is what they said about the workshop: "Ever been on a project where you conduct interviews, get some answers but you dont always know why you are asking specific questions, what it means or how it really relates to the context of the business? Where it feels like you are checking off questions, but not gaining any real value? We have. Many times sadly. We need to pay more attention as to why we are conducting specific research and design activities accordingly. We need to ask how the learnings can impact people and the business in positive and hoslitic ways. We need to know how activities integrate with a bigger program of design research and how it fits with product and business roadmaps." -- UXID is a User Experience community in Indonesia, consisting of enthusiasts from various disciplines of design, marketing, business, and technology, who are passionate about designing great experiences for people and business. UXID holds regular meet ups and sharing sessions with Indonesia’s renowned UX practitioners and enthusiasts. The community is organizing the first UXID conference on 6 November 2014 in Jakarta. During this inspiring full day event, participants will learn the best practices from international UX experts and local business leaders, and connect with other professionals from the industry and academia.

1. deeper understanding –
stories, observations, insights
@dszuc

2. WORKSHOP TODAY
The
Exercises

3. Translation
Insurance
Project
Example
Listening
What did
we learn?
What does it
mean for our
practice?
Customer
Journey
Interviews Personas

4. AN INSURANCE BUSINESS
… WANTS TO UNDERSTAND WHAT USERS THINK ABOUT
WHEN BUYING INSURANCE
HIRED YOU TO DISCOVER MORE ABOUT THIS
Exercise

5. BARRIERS OF DEEPER
UNDERSTANDING

6. User Stories & Goals
Interactions & Touch-points
Pain Points
Products & Services
Interfaces
Gaps
Systems
Platforms

7. 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

8. Being
Human

9. Item Description
Name Identify the person we are listening to
Quote Key quote that sums up the person
Goals To complete and where insurance co. can help
Issues Issues faced along the way
Persona

10. Relationships

11. Diversity

12. Caring

13. Truth

14. SYSTEMS

15. Management
StructuresSilos No Planning
No
customer
truth
False
Assumptions
Too much
Rational
Thinking
Tools
Language
Ego

16. WHAT FRUSTRATES YOU ABOUT DOING USER
RESEARCH TODAY?
Exercise

17. YOUR LENS

18. Seeing Leading Communicating
Listening Mentoring Constructing
Probing Facilitating Deconstructing
Feeling Connecting Framing
Synthesis Collaborating Envisioning
Playing Critique Persuading
Map to roles
Human Qualities

19. HOW DO WE ENCOURAGE THE COLLECTION OF
STORIES TOWARDS UNDERSTANDING USER NEEDS +
MOTIVATIONS?
Exercise

20. SETTING THE STAGE FOR
RESEARCH

24. WHO SHOULD BE INVOLVED FROM
THE BUSINESS IN UNDERSTANDING
OUR CUSTOMERS?
Exercise

25. PLANNING IS CRITICAL

26. WHAT DO WE NEED TO FIND OUT
FIRST?
Exercise

27. 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

28. UNDERSTANDING PEOPLE

29. TELL US ABOUT A TIME WHEN SOMETHING
WENT WRONG YOU NEEDED TO THINK ABOUT
INSURANCE?
Exercise

30. Item Why
Beyond discussion guide Peripheral goodies
Not research Conversations
Good conversations Flow to get to goodies
Present Interested and aware
Time Trust
User need Not domain first, beyond
functions
You are not the expert User being interviewed helps
drives part of the conversation
Understanding people

31. CAPTURING STORIES

32. Participant No
Age Range
Profession
Description
Describe the domain
Influencers
Story 1
Story 2
Story 3
Issues
Observations
Wish list
Opportunities/
Improvements
Story Sheets

33. Item Why
Call before Get to know
Time Go deeper
Stories Emotions, people, relationships,
motivations, issues
Your product & service is not
their priority
How it fits into their lives is
Clues towards … Issues, motivations, opportunities
Boundaries Beyond what we see now
Capturing Stories

34. STORIES TO OBSERVATIONS

35. Item Why
Transcribe stories Getting intimate with the data
Emotional words Drivers to do things people
care about
Elements to unpack later Need for more detail (future
research?)
Quotes Personas
Deliverables Mapping data to its relevant
buckets
Time consuming Good! Worth it!
Stories to Observations

36. OBSERVATIONS TO INSIGHTS

37. Item Why
Reading stories (take turns) Capturing and listening
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

39. GROUP OBSERVATIONS INTO
INSIGHTS

40. 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

42. PROJECT SPACES
PurposeProfiles
AssumptionsMetricsGoals
Design
Principles
Features +
Prioritization
Task Models Journey
Maps
Design
Patterns +
Standards
Artifacts
META
CUSTOMER
DESIGN
Stories

43. A HUMANE PRACTICE
Language
States
current
+
future
Artifacts
Design /
Validate
Academy
of Learning
Values
Beliefs
Behaviors
Human
Qualities
Toolkits

44. WWW.UXHONGKONG.COM
Design
Education
Delight
Design
Language
Product
Management
Core
Meaning
Creativity +
Innovation
Human
Qualities

45. THANK YOU
TERIMA KASIH