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What They Didn’t Know They Needed<br />Megan Grocki - @megUX<br />Amy Cueva - @amycueva<br />

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Who are we?<br />We’ll share some stuff…but we are just scratching the surface!<br />

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What (tf) are we going to talk about?<br /><ul><li>Different approaches to research + design

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Getting the right information from research

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Generating design ideas

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Design execution considerations</li></li></ul><li>Who are you?<br />

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User-Centered Design<br />We love users.<br />

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Genius Design<br />

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Research Methods<br /><ul><li>Laddering

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Triading

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Storytelling

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Game Play

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Desirability Testing</li></li></ul><li>Laddering<br /><ul><li>Simple & Systematic

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Clinical Psychology/Marketing

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Get beyond surface to their core values and uncover meaning

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Experiences designed based on meaning have more traction than those based on attributes

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The art of asking “Why? Why?”</li></li></ul><li>Laddering<br />Research technique to uncover core values<br />

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Triading<br />Discover dimensions that are relevant to audience<br />

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Storytelling<br /><ul><li>Asking directly about needs and goals can limits our insight

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Give human characteristics to an interface

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Their perspective on how they interact with it

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Lets participants explore approaches with their own filters</li></li></ul><li>Storytelling<br />Storytelling<br />Gain insights into human perspectives<br />

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Game Play<br /><ul><li>Break free from rigidity of traditional interview styles

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Ease stress on participants, making them less reserved

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Allows researchers to observe people in competition

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Capture emotional reactions

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Insight into communication styles </li></li></ul><li>Game Play<br />Break free of the rigidity of traditional interviews<br />

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Desirability Testing<br /><ul><li>Which visual design evokes a better emotional response?

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Halo Affect

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Why not just ask them which design they like better?

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Assess emotional impact and how it aligns with brand

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Qualitative & Quantitative</li></li></ul><li>Desirability Testing<br />Assess the emotional impact of a design<br />

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Other research approaches<br /><ul><li>Contextual Inquiry

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Ethnography

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Bodystorming

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Early usability testing

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Comics, sketching

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Laddering

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Triading

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Storyteling

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Game Play

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Desirability Testing</li></li></ul><li>2<br />3<br />4<br />1<br />5<br />6<br />7<br />Findings Prioritization, Visualization, & Team Building<br />Importance<br />High<br />Low<br />

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So you’ve gotten to the core of what makes people tick, their emotional triggers, and their cognitive expectations. The team gets it.Now what??<br />

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Generate some fracking amazing ideas.<br />

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But wait… First you need to figure some things out.<br /><ul><li>What are your experience objectives?

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What is your organization’s risk tolerance threshold?

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Who will be involved in generating ideas, communicating them, and executing on them?

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Who are your allies? Form a multi-disciplinary team and start communicating from the start.</li></li></ul><li>Brainstorming. Let’s get this party started right.<br /><ul><li>Lotus Blossom Technique

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Brain Writing

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Brain Drawing

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User-Centric Narrative & Storytelling

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Slot Machine of Goodness

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Brainstorming Solo</li></ul>Chauncey Wilson is the master.<br />

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A<br />C<br />B<br />A<br />B<br />C<br />D<br />E<br />D<br />E<br />Topic<br />H<br />G<br />F<br />F<br />G<br />H<br />Lotus Blossom Technique<br />Topic<br />

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Brain Writing<br />Procedure 1<br />Present a group with a request for ideas<br />Ask people to write down ideas<br />Take those ideas and pass them to another person who reads the ideas and adds several more<br />Iterate several times (generally taking no more than 5-15 minutes)<br />Procedure 2<br />Hand pages out to each person<br />Ask the person to write 3 ideas on a page and put it in a pile and take one from the pile (or a clean sheet), read the items and add a few more<br />Repeat several times and collect all the pages<br />Twist: This method could be tried via email<br />

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Brain Drawing<br /><ul><li>Round robin brainstorming for rapidly generating concepts & ideas

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Requires people to write and draw quickly and show their results to others on the team

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Twist: This could be tried in “asynchronous” fashion in a group area</li></ul>Brain Drawing for the concept “Filter Object”<br />

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User-Centered Narrative & Storytelling<br />

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Slot Machine of Goodness<br /><ul><li>Select Topic

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Lists in Columns

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Select one from each column

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Ideas in the overlap</li></ul>Topics<br />Maslow’s Hierarchy of Needs<br />Channels, Attributes, or Methods<br />

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Solo Brainstorming<br /><ul><li>Take your work offsite. Go for a sensory overload or underload

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Go crazy on a whiteboard. SKETCH. Just. Go. Crazy.

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Take a shower. The water increases circulation to your brain.

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Caffeinate and eat chocolate.

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Go for a drive, rock out. This can facilitate your “brain marination”.

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Take a break, or switch tasks.

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Go to sleep. But before you do briefly contemplate the problem.

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Talk to someone who has no idea about the problem space.</li></li></ul><li>Execution Considerations<br /><ul><li>Communicate: What is the best way to communicate these ideas? Make the business case. Speak their language.

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Divide and conquer: Distribute concepting responsibilities

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Validate: A design is just a hypothesis until you see it being used.

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Prioritize: How will you prioritize the ideas?

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Roadmap: Determine your plan for execution.</li></li></ul><li>Give the business what they didn’t know they needed.<br /><ul><li>Gradually integrate user touch points into every project.

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De-mystify it. Don’t freak them out with big words or big budgets to start (unless they get it of course).

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Involve the business in the process. Have them brainstorm. Have them design. Have them witness research and testing.

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Work with them, how can they make sure this idea will not lose the business money or get them fired?

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Introduce corporate design challenges.</li></li></ul><li>Questions?<br />???<br />

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