design research - interdisciplinary product development · ideo, human centered design (hcd)...
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IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Design research: fieldwork basics 1
Fieldwork overview: an ethnographic approach Primary and Secondary research Observation basics Q+A, in-class activity and wrap up
References: Techniques & Approaches for User Research,©2006 Conifer Research Steelcase, User Observation Field Notebook IDEO, Human Centered Design (HCD) Toolkit, 2nd edition 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization, ©2013 Vijay Kumar
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
What is the value of user research?
innovation
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
What is the value of user research? people are experts of their own lives innovation
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Ethnographic approach
innovation
Ethnography is the systematic study of people and cultures.
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Ethnographic approach why?
innovation
Apply social science methods to the creation of new products, services and customer experiences Gather data: observe activities and document what people do in context Analyzing data: making sense and meaning of user activities and interactions Results in: a deep understanding of users Allows for: concepts that address the broad view of needs of users
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Primary vs. Secondary Research
innovation
Primary Research is original research. In user-centered design we are interested in first hand accounts of the user experiences. Main techniques are observations, interviews and surveys. Document experiences with sketches, photos and video. Secondary Research involves gathering of information that has been collected by others. Books, professional journals, newspapers, periodicals and case studies are examples of secondary resources. Make sure online sources are reliable.
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Primary Research: observing users
Observing everyday lives of users will reveal tacit needs that people are typically unable to articulate What is a tacit need? • Needs that are not easily articulated verbally • Users don’t necessarily know– and can’t always
communicate– what they need • Revealed through observation by researchers
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
observing users why?
Observing everyday lives of users will reveal tacit needs that people are typically unable to articulate Provides a quantity and richness of data
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
observation basics
References: Steelcase, User Observation Field Notebook
What to look for?
• Work-arounds: what people invented to get the job done • Barriers: overt hurdles and sticking points • Repurposed objects: shows unmet needs • Wear patterns: show vital clues • User “torture”: discomforts that users endure
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
observation examples
work-arounds and adaptations in the workplace
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
observation basics how to?
References: Techniques & Approaches for User Research,©2006 Conifer Research
Take notes in a field notebook 3 types of notes:
• Inscriptions: time and place memory jogs • Interpretation: stories or sketches of context • Transcriptions: capture observations in sequence
Tips: • Identify big buckets of information • Build a custom notebook if necessary • Review notes, debrief with team
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
field notes pros/cons
References: Techniques & Approaches for User Research,©2006 Conifer Research
Pros:
• Visual • Inexpensive • No bulky gear • Unobtrusive
Cons:
• Takes time • Recording speed limited • Researcher style
differences
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
photography basics
References: Techniques & Approaches for User Research,©2006 Conifer Research
Powerful tool to capture images of people, places & artifacts Features:
• Documents steps in a process • Context • Measure of proof • Documentation of behaviors • Relationships between people and environment
Tips: • Use an unobtrusive camera • Organize files • Photograph from different points of view
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
photography pros/cons
References: Techniques & Approaches for User Research,©2006 Conifer Research
Pros:
• Visual • Available on all cell
phones • Captures details and
emotion
Cons:
• Users can be wary • Requires organization • Flash can be disruptive • May not be allowed in
sensitive situations
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
videography basics
References: Techniques & Approaches for User Research,©2006 Conifer Research
Captures human activity in real-time Features:
• Ideal for activities • When time sequence of activities is important • Provides dense record of activity
Tips: • Use hand held video to record informal activity • Fixed video (tripod) creates comprehensive record
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
videography pros/cons
References: Techniques & Approaches for User Research,©2006 Conifer Research
Pros:
• Comprehensive record of activity and interactions
• Readily available on mobile devices
• Great tool for storytelling
Cons:
• Expensive tool • Users and companies
may resist • Analysis is time-
consuming • May not be allowed in
sensitive situations
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
self documentary basics
References: Techniques & Approaches for User Research,©2006 Conifer Research
Combines subject-generated photos with annotations or journal writing Features:
• Users’ own representations • Self documents activities and environments • Participant decides what to include
Tips: • Select motivated users • Provide clear and simple instructions
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
self documentary pros/cons
References: Techniques & Approaches for User Research,©2006 Conifer Research
Pros:
• Yields rich data • Users are invested • Provides visual material
for presentations • Reveals patterns in
targeted environments
Cons:
• Time consuming and demanding for participants
• Requires commitments that some users will not be able to adhere to
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
survey basics
References: Techniques & Approaches for User Research,©2006 Conifer Research
Quantitative data to round out research Considerations:
• Sample size: control • Survey design: not too complex • Analysis: may need professional help
Tips: • Keep it simple • Use an online tool
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Research framework: A E I O U
References: Techniques & Approaches for User Research,©2006 Conifer Research
A E I O U is a simple framework that helps researchers collect and interpret observational data A = Activities. What are people doing? E = Environments. Where are these activities taking place? I = Interactions. Who is interacting with whom? O = Objects. What artifacts and objects do you observe? U = Users. Who is there? What are their roles and relationships?
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Secondary Research: where to begin?
Collection and analysis of already published material. What are reliable sources of data? • Internal sources: annual reports, surveys, sales data • Online sources: blogs, web sites and databases* • U.S. government agencies and reports • Industry studies and reports: can be costly • Books, magazines, newspapers and trade publications • Professional association publications
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
Secondary Research: Pros and Cons
Advantages:
• Vetted and factual • Edited information • Easily accessible • Often free • Allows easy comparison
of data sets
Disadvantages:
• Information can be dated • Data categories may not
match • Data collected for other
purposes • Proprietary information
can be costly
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
In class activity and assignment: Team and individual research: primary + secondary
In your teams come up with ideas: 1. Where can we observe?
• Activate your network: who do you know? • Contact UIC: active construction • Contact dealers for customers?
2. Secondary research: see Basecamp for assignment
IPD
University of Illinois At Chicago Interdisciplinary Product Development
Innovation Center 2015 Fall Semester Susan Stirling [email protected]
thank you