what users don't say: uncovering latent needs through design research
DESCRIPTION
Contextual research gives us a way of developing a deeper understanding of our users. This enables us to not only design with empathy but to identify latent needs that provide opportunities to create breakthrough products and services. Through a collection of case studies we'll explore diary studies, shadowing, contextual interviews plus some informal contextual research techniques. The case studies include mapping the customer journey of buying and using a new kitchen appliance, inventing a machine that means you never order the wrong size shoes online and navigating the future of Open Access publishing (and there's a few others thrown in too). This talk was first presented at UX Scotland to an audience of researchers, designers and UX people. It has since been presented at J.Boye Aarhus 2013 and UCD 2013 in London.TRANSCRIPT
Uncovering Latent Needs Through Design Research
What users don’t say
@PaulJervisHeath!
Uncovering Latent Needs Through Design Research.
What Users Don’t Say.
Photo credit Flickr user G8lite - http://bit.ly/151fWVN
©ModernHuman.MH
Presented by Paul-Jervis Heath on Saturday 9 November 2013
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 credit by Head London - http://headlondon.com
©
Indifference
Hyg
iene
Fac
tors
(U
sabi
lity)
Diff
eren
tiatio
n (E
xper
ienc
e)
Understandable
Interesting
Useful
Compelling
Indispensable
Advocacy
Dissatisfied
Low Investment High Investment
Excitement
Perform
ance
Basic
Source: Attractive quality and must-be quality - Journal of the Japanese Society for
Quality Control (in Japanese), Noriaki Kano, (1984)
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).Photo credit
Flickr user evan.chakroff - http://bit.ly/1ak8HMs
©
Primary
#4cb015
Secondary
#d7267d #b8c01f #2d7faf #82219b
Neutrals
#dAe0e7 #bec7cf #505d65 #1f3342 #142630
Colour Palette.
#edf2f5
Focus groups are not design research.
Usability testing is vital but it will not uncover users’ needs.
Formal Casual
Primary
#4cb015
Secondary
#d7267d #b8c01f #2d7faf #82219b
Neutrals
#dAe0e7 #bec7cf #505d65 #1f3342 #142630
Colour Palette.
#edf2f5
Meet & Brief
Diary Study
Diary Analysis
1:1 Interview
Shadowing
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?
• These slides are available on Speaker Deck at bit.ly/17svuoV
• You can follow me on Twitter @pauljervisheath
• You can find me on Linkedin at uk.linkedin.com/in/pauljervisheath
• You can email me at [email protected]
• You can call me at +44 79 74 56 78 23
Thanks.
Paul-Jervis Heath [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
🕅🕆🕇🕊We love our ideas to spread. That’s why this presentation is released under a Creative Commons Attribution-NonCommercial-ShareAlike (CC-BY-NC-SA) license.
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