introduction to design synthesis tommy liu
TRANSCRIPT
“Design Synthesis”
*Using: 1. Just Enough Research – Erika Hall 2. Abductive Thinking and Sensemaking – Jon Kolko 3. Design and Research Processes…. InCompass/Reboot.
Design Synthesis 8/3/2015 Tommy Liu
1. Research
2. Analysis
3. Synthesis
4. Informed Design Direction
Design Synthesis 8/3/2015 Tommy Liu
Primary & Secondary User Research Market Research Contextual Research Org Research Prototyping
Research
+ Previous Worldviews
Analysis Synthesis Outputs
Design Synthesis 8/3/2015 Tommy Liu
*CIS, Snook
Primary & Secondary User Research Market Research Contextual Research Org Research Prototyping
Research Analysis Synthesis Outputs
Observation Something we saw in one interview
Design Synthesis 8/3/2015 Tommy Liu
Primary & Secondary User Research Market Research Contextual Research Org Research Prototyping
Research
+ Previous Worldviews
Analysis Synthesis Outputs
Insight Combination of multiple observations and your worldview
Design Synthesis 8/3/2015 Tommy Liu
Research Analysis Synthesis Outputs
Insight Something really insightful goes here.
Strategic Framework Ecosystem Map
User Profile Journey Maps
Strategic Direction What are we going for?
Design Synthesis 8/3/2015 Tommy Liu
Research Analysis Synthesis Outputs
There’s hundreds to choose from…. Find some more here: http://www.ideasforideas.com/ http://www.servicedesigntools.org/repository http://liveworkstudio.com/tools/ http://diytoolkit.org/tools/
Design Synthesis 8/3/2015 Tommy Liu
Synthesis Why?
Synthesis elegantly consolidates findings into a form which enables teams, stakeholders, and clients to frame problems and design effective* solutions.
*meets the brief, and user/market/contextual/organizational needs
Design Synthesis 8/3/2015 Tommy Liu
Synthesis In a Project
Research Knowledge
Design Knowledge
Three Scenarios
1. Informal Synthesis
2. In-depth Synthesis
3. Repeated Synthesis
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 1. Informal Synthesis
Research Knowledge
Design Knowledge
Research Analysis Synthesis Outputs
Informal Insights Something really insightful goes here.
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 1. Informal Synthesis
Research Knowledge
Design Knowledge
Research Analysis Synthesis Outputs
Informal Insights Something really insightful goes here.
Prototype Iteration Iteration Iteration
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 1. Informal Synthesis
Research Knowledge
Design Knowledge
Research Analysis Synthesis Outputs
Informal Insights Something really insightful goes here.
Prototype Iteration Iteration Iteration
Success! Iteration Iteration Iteration
Synthesis 2. In-depth Synthesis
Research Knowledge
Design Knowledge
Research Outputs
Insight Something really insightful goes here.
User Profile Journey Maps
Analysis Synthesis
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 2. In-depth Synthesis
Research Knowledge
Design Knowledge
Research Outputs
Insight Something really insightful goes here.
User Profile Journey Maps
Prototype
Analysis Synthesis
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 2. In-depth Synthesis
Research Knowledge
Design Knowledge
Research Outputs
Insight Something really insightful goes here.
User Profile Journey Maps
Prototype Iteration Iteration
Success!
Analysis Synthesis
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 3. Iterative Synthesis
Research Knowledge
Design Knowledge
Research Outputs
Insight Something really insightful goes here.
User Profile Journey Maps
Prototype
Analysis Synthesis
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 3. Iterative Synthesis
Research Knowledge
Design Knowledge
Research Outputs
Insight Something really insightful goes here.
User Profile Journey Maps
Prototype
Analysis Synthesis
Synthesis
Strategic Framework
Ecosystem Map Strategic Direction What are we going for?
Design Synthesis 8/3/2015 Tommy Liu
Synthesis 3. Iterative Synthesis
Research Knowledge
Design Knowledge
Research Outputs
Insight Something really insightful goes here.
User Profile Journey Maps
Prototype
Analysis Synthesis
Synthesis
Strategic Framework
Ecosystem Map Strategic Direction What are we going for?
Iteration
Success!
Design Synthesis 8/3/2015 Tommy Liu
+ Previous Worldviews
Analysis Synthesis
Analysis Objective parsing, and clustering of research findings.
Inputs: Raw research
Outputs: Research excerpts clustered into patterns and themes,
Synthesis * Combination of research outputs and “things you know” to create insight. Subjective, abductive thinking.
Inputs: Analysis outputs
Outputs: Insights, research artifacts, strategic artifacts.
*Jon Kolko, AC4D
Shared Frames (1)
Conducting analysis intrinsically increases understanding of a space.
Doing the activity as a team creates a sense of shared understanding among team members… essentially unifying the frames through which they view a problem.
Researchers
Designers
Offering Managers
Engineers
Marketing
Executives
Researchers
Designers
Offering Managers
Engineers Team Frame Unified Team
Frame
+ Previous Worldviews
Analysis Synthesis
Shared Frames (2)
By tying in a diverse se of worldviews, the team can uncover more insights relevant to the project.
The analysis and synthesis process provides a formal way of enabling teams to do so.
Researchers
Designers
Offering Managers
Engineers
Marketing
Executives
+ Previous Worldviews
Analysis Synthesis
The Researcher Mindset
The Designer Mindset
Objectivity We need to be objective & rigorous: do the observations, themes & insights reflect truth?
Build First Shhh let’s build something (research artifact)… try it out and see how it works!
Analysis Synthesis
The Researcher Mindset
The Designer Mindset
Intentional Artifact Prototyping Get something out there, but keep all you assumptions in mind for the next research sprint.
+ Previous Worldviews
Analysis Synthesis
The Researcher Mindset
The Designer Mindset
Organization We have quite a few insights, journeys & strategies to show
Building a Tool Let’s put the complexity in a visually compelling, actionable form.
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
1. Clean Interviews Re-read your interviews, prepare for storytelling, and pull out interesting observations in case the group misses something.
Analysis Synthesis
1. Clean Interviews
2. Read Out Interviews
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
2. Read Out Interviews* As you review the notes or recordings, [have teammates] write down anything interesting on a sticky note. An observation is a direct quote or objective description of what the user did or said.
*Just Enough Research, Erika Hall
Observation: Something really
interesting that came out of the previous
interview
Analysis Synthesis
1. Clean Interviews
2. Read Out Interviews
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
3. Themes* Start grouping the notes on a whiteboard. You should start seeing
patterns pretty quickly. Name the pattern and identify the user need that emerges from it, such as “Needs reminders for organized activities.”
Other possibilities are concept mapping, empathy mapping, or space saturation.
*Just Enough Research, Erika Hall
Analysis Synthesis
1. Clean Interviews
2. Read Out Interviews
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
3. Themes* These can be grouped on:
1. Post-its
2. Mural.ly
3. Word Documents
4. Excel documents
5. Qualitative data analysis tools
Depending on you team’s needs
*Just Enough Research, Erika Hall
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
4. Insights* Uncover insights by combining observations and what you already know.
*Abductive Thinking and Sensemaking, Jon Kolko
I Saw This + I Know This = Insight
Observation 1: Something really interesting that came out of the
previous interview
Observation 2: Something really interesting that came out of the
previous interview
Observation 3: Something really interesting that came out of the
previous interview
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
4. Insights* Uncover insights by combining observations and what you already know.
*Abductive Thinking and Sensemaking, Jon Kolko
Need Statement: ____ needs to ____ in order to ____
General Insight: There are hierarchies in room reservation: -Status: executives, managers, line employees -Room type: conference room, meeting room, phone booth, common space -Task: large meeting, internal meeting, phone call, quiet space to work
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
5. Framing Tools Fit your findings into a visually compelling, actionable form.
Research Analysis Synthesis Outputs
There’s hundreds to choose from…. Find some more here: http://www.ideasforideas.com/ http://www.servicedesigntools.org/repository http://liveworkstudio.com/tools/ http://diytoolkit.org/tools/
Design Synthesis 8/3/2015 Tommy Liu
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
5. Framing Tools –
User Profiles Why?
A profile synthesize characteristics, habits, incentives
A visual distillation of findings to represent many individuals as one “user.”
Divide target users into “classes:”
What could we include?
-Category of people this person represents
-Information about the tasks they do
-Insights/ Painpoints
-A spectrum to compare capabilities
-Whatever else you imagine
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
Archetypes
A) The Squatter
B) The mobile worker
C) The average worker
Personas Typologies
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
5. Framing Tools –
Journey Maps Why?
Dissect a current system — detail insights about the current user experience
Quick user feedback - run your map by users to see how it differs from their actual experience.
Serve as a home for ideas which address certain steps in the process. It may make more sense to put your ideas into an experience map or service blueprint rather than an affinity diagram, as parts dependant on relationships will rise to the surface.
Facilitate service prototype or trial - building out a hypothesized
Portray the end result of a design
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
Storyboard * Tell a story Goes beyond interactions with the service
*Thinkpublic
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
Experience Map * Doing, thinking, feeling Insights, opportunities Cuts across channels Emotional Lines, etc. Multiple Phases
*Adaptive Path
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
Service Blueprint * Multiple Channels Phases Front/back-end (multiple users) Emotional Lines, etc.
*Blueprint + , Andy Polaine
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
5. Framing Tools –
Ecosystem
Different actors
Flows of Information, influence, $
Find leverage points, feedback loops
Find the (to-be)
Analysis Synthesis
1. Clean Interviews
2. Read Out to group
3. Themes 4. Insights 5. Framing
Tools 6. Strategies
5. Framing Tools –
Strategic Framework
Lay out findings across different axes
Uncover new insights
Also (hierarchy of needs, powers of 10, much more)