u penn wharton design challenge '17

Penn Design Challenge Workshop #1

How to watch and learn from people

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Adam Brodowski @brodowski

HJ Kwon @hatchejota

Clara Bunker @clarajoy

Hi we’re…

The design process

Intro to design research

Go in field

How to synthesize

Today1

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3

4

The design process1

“Design done right is the scientific method for business”

- Daniel Burka, Google Ventures

Design is hard because it requires you to be humble.

You’re publicly admitting you don’t know the answer.

But you know how to find out!

We don’t know what will make the airport experience better!

Right now we’re going to admit

But…

We know how to find out

Desirability

Viability

Feasibility

Learn

Mak

eTest

Research Synthesis Testing Definition

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"Field researchHigh school soccer player research for Nike

"User interviewsPlanning service runs with the Alfred Ops team

"Document everythingUser journey maps for Buster customers planning trips

" 📕Affinity mapping your notesMaking sense of brushing behavior for Colgate

" 📕Forming insightsCreating actionable insights for the NFL

" 📕 $Generate bulk ideas to testTeam sketch session with Justworks

" 📕 $Lo-fi testingPaper prototypes for NFL players

" 📕 $Increase fidelity as neededInteractive prototype for Justworks

Player

Support network

Provider

Draft Training Regular Season Off Season Retirement

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" 📕 $ %Document serviceA service blueprint for the NFL support ecosystem

" 📕 $ %Share your solutionFinal recommendations for Colgate

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We keep repeating this process

The goal is to learn as much as possible with the least amount of resources as quickly as you can


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Workshop #1 Workshop #2


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Intro to design research2 "

Design the right thing,

before designing the thing right

“If I had an hour to solve a problem

I’d spend 55 minutes thinking about

the problem and 5 minutes thinking

about solutions”

-Albert Einstein

Any solution can only be as good as the depth of understanding of the problem

Empathy helps us

understand the

problems of others.

We gain empathy for people in 3 ways

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Observation Experiencing itInterviews

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“The starting point for most of our projects is observation in it’s natural setting.

We notice what people already do intuitively. That helps us make predictions about how people interpret this things we design.”

-Jane Fulton Suri, IDEO

Goals

Key things to look for and document

Obstacles & challenges

Artifacts

Workarounds

Workflows

Environment Emotional state

People are already solving their problems somehow, the workarounds are so unconscious that people don’t even realize that they do it.

Workarounds

There are thousands of things happening at the airport

What you should take notes of?

A

E

O

I

U

Activities What are people doing and what do they want to accomplish?

Environments Where do all of the activities take place?

Objects What objects are used? why? are they used correctly or out of context?

Interactions When do people interact with each other? with objects? why?

Users Who all is involved?

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It’s the users job to tell us about their problems, it’s our job to find solutions to them.

We don’t do what the user says, we act on their behalf.

Here are three questions that seem good but need to be avoided

“What do you want?”

Impossible questions

“Would you use this if…?”

Hypothetical questions

“So you like this right?”

Leading questions

“If you ask customers if they think stores are too cluttered, the answer is a predictable yes.”

“Walmart can’t escape clutter, can you?” - New York Times

But in 2009 decluttered Walmarts lost a combined 1 billion dollars in revenue.

The problem was in the research methodology.

1. What are TSOs trying to get done?

2. How do they currently do this?

3. How do they know it worked?

4. Why? Why? Why? Why? Why?

Interview to learn about current behaviors not attitudes or opinions

Goals & Motivations

What are they trying to accomplish?

Do their goals ever change?

What tasks do they need to achieve their goals?

Behaviors

How do they currently accomplish their goals?

What are their workarounds?

Routines

What are some normal routines of theirs?

Pain Points

What makes their experience bad or unsuccessful? How often?

What other services handle their pain points better?

Good conversations aren’t good interviews

Don’t answer their questions

Don’t agree or disagree

Don’t finish their sentences

Make them fill silences

Don’t paraphrase or put the answer in the question

Let people speak in paragraphs

Probe with clarifying questions

Go in field3 "

Analogous research

Finding best in class / accessible experiences that are similar to what your working on so you can learn from them.

Group research activity

What is the current library book checkout experience for students?

What is the current food buying experience for students?

Van Pelt Library & Cafeteria 20 minutes Observe and interview Students and staff

1. We will all walk to the library

2. We will observe the entire workflow of checking out a library book from the very beginning to when they check out

3. Everyone will take notes and photos based on the A-E-I-O-U framework

4. Ask to shadow students or intercept interview them as they’re checking out books

5. We’ll come back here and make sense of all your notes

LETS GO!

How to synthesize4 📕

Turning the mess of research into the beginnings of a design solution

Solving a problem simply means making the solution apparent.

There are many ways to synthesis

We’re going to focus on three

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User Journeys

Service Blueprints

Affinity mapping

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User Journeys

Service Blueprints

Affinity mapping

Take all of your quotes, observed behaviors, and artifacts

Player

Support network

Provider

Draft Training Regular Season Off Season Retirement

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User Journeys

Service Blueprints

Affinity mapping

Redesigning WeWork’s Lobby Experience

Members

Visitors / Deliveries

Front Desk Receptionists

Invit

ation

Waiti

ng in Lo

bby

Ente

r WeW

ork

Arrive

in Lo

bby

Check -

In

Hosts

✉

✉

🚪

🚪

🚪 💻

/

🚶

🚶

🚶✓

✓

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User Journeys

Service Blueprints

Affinity mapping

Observations,Behaviors, Quotes

Insights

Observation

QuoteBehavior

Behavior

Observation

Quote

Theme #1 Theme #2 Theme #3

Synthesis activity

Visualizing the library checkout experience into a user journey / service blueprint

Students

Library employees

Ente

r Lib

rary

Checkout B

ook

? ? ?

?

?

? ? ? ??

? ?

1. Write all findings and quotes on post-its

2. Organize all post its chronologically (earliest to latest)

3. Capture the timeline

4. Organize post-its into common steps

5. Label your steps and actors

6. Form insights

1. Write all findings on Post-its

2. Organize findings chronologically (earliest to latest)

3. Take a photo of your Timeline

4. Organize into common themes

5. Label steps & actors

Findings

Insights show us what people do

why they do it

actionable design problems How might we..?

show us what people do

Students ask staff for help finding books…

…because they’re not sure which floors contain which call numbers

How might we help students understand which floors contain which call numbers?

Travelers don’t take their laptops out of their bags during security…

…because they’re not sure which electronics can stay in their bags

How might we help travelers understand which electronics need to go in the bins?

6. Write your insights

1. Write all findings and quotes on post-its

2. Organize all post its chronologically (earliest to latest)

3. Capture the timeline

4. Organize post-its into common steps

5. Label your steps and actors

6. Form insights

Students

Library employees

Ente

r Lib

rary

Checkout B

ook

? ? ?

?

?

Insight

Insight

InsightInsight

Travelers

TSOs

Ente

r airp

ort

Pass se

curit

y &

ente

r ter

min

al

? ? ?

?

?

Insight

Insight

InsightInsight

Research checklist5 📓

1. Observing travelers at the airport

2. Interviewing TSOs and Understanding their needs

3. Research synthesized into a service blueprint

4. Selecting pain points to begin testing ideas

5. List of actionable insights

Research checklist

Workshop #1 Workshop #2


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We’ll see you in 2 weeks

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