what users don't say: uncovering latent needs through contextual design research
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Uncovering Latent Needs Through Design Research
What users don’t say
@PaulJervisHeath
Uncovering Latent Needs Through Design Research.
What Users Don’t Say.
Photo creditFlickr user G8lite - http://bit.ly/151fWVN
©ModernHuman.MH
Presented by Paul-Jervis Heath on Friday 21 June 2013 at UX Scotland.
I’m not an anthropologist, ethnographer or even a user experience researcher
🕅🕆🕋Photo credit
Flickr user Lewaedd-Q - http://bit.ly/1cTyhdm
I’m just a designer who wants to create better products and services
Photo creditby Head London - http://headlondon.com
©
Indifference
Hyg
iene
Fac
tors
(Usa
bilit
y)D
iffer
entia
tion
(Exp
erie
nce)
Understandable
Interesting
Useful
Compelling
Indispensable
Advocacy
Getting inside peoples’ heads is the only way to uncover their latent needs.
Early Adopter Early Majority Late Majority Laggards
Adapted from: Diffusion of Innovations, Everett M Rogers. (1962).
Crossing the Chasm, Geoffrey Moore. (1991).
Formal Casual
image of mental model
Diary Studies
Meet & Brief
Diary Study
DiaryAnalysis
1:1 Interview
Shadowing
Contextual Interviews
image of mental model
Analysis Methods
Go where your users go
Immersion
Do what your users do
• the context
• the physical environment
• decor and atmosphere
• the other people present
• how people are acting
• unspoken cues between people
• how people react to one another
• inherent nomenclature and terminology
• other artefacts or objects present
• the situation and position of those artefacts
• how your presence has affected the situation
Recognise what you’re witnessing
• your own visceral and instinctive reactions
• immediate associations with other things
Capture the seeds of ideas
The hurdles and challenges
• Contextual design research is an important tool for going beyond expressed needs and finding implied needs and latent needs.
• Focus groups and usability tests are not design research.
• Formal design research can be hugely beneficial. It’s rigorous and leads to insights, behavioural patterns, indications and predictors.
• Casual design research shouldn’t be underestimated. Immersion and experience lead to ideas.
Wait. What was that again?
🕅🕆🕇🕊Photo credit
Flickr user djking - http://bit.ly/13ObNXf
Paul-Jervis [email protected]@pauljervisheath
ModernHuman.We use human-centred design to help businesses invent their future. We’re a design practice & innovation consultancy. Find out more at http://modernhuman.co
🕅🕆Photo credit
Flickr user andreaskopp - http://bit.ly/12yywna
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