Design without Talking to Users - UX Sofia 2016

@MartinaMitz@MartinaMitz
Design without Talking to Users
UX Sofia 2016

Agenda
1. Intro
2. A little theory
3. Task 1: Observation
4. A little theory
5. Task 2: Analysis
6. Task 3: Design
7. Next Steps / Conclusion
UX Sofia 2016

User-centered Design Process:
Research
Analysis
Design
Prototype
Test
UX Sofia 2016

The Plan™
User-centered Design Process:
Task 1: Observation
Task 2: Analysis
Task 3: Design
Research
Analysis
Design
Prototype
Test
UX Sofia 2016

Martina Mitz
Martina Ivanova Mitzieva-Veglia ;)
Web Designer since 2001
Certified Psychologist since 2007
UX Designer (officially) since 2009
I watching people
UX Sofia 2016

Watching People
carries more valuable insights, if you know how to… because people:
• cannot report emotions / feelings very well
• don’t have access to unconscious structures
• are not very self-reflected
• actually want to like you and to be liked
• they feel tested in their abilities and are clever about it
but also:
• they get used to bad experiences, they lack improvement-phantasy
UX Sofia 2016

image: http://www.counter-canterculture.com/wp-content/uploads/2014/07/Henry-Ford-Quote.jpg
@MartinaMitz
The Inventor of the Car
UX Sofia 2016

Mission
Improve the Experience of Coffee Shop Customers
image: http://beluscapitaladvisors.com/wp-content/uploads/2014/03/sbux-9.png
@MartinaMitzUX Sofia 2016

Structure of a Message
Relative importance of verbal and non-verbal messages*:
7% 38% 55%
spoken words tone of voice body language
93%non-verbal behaviour
*Mehrabian, A. (1981). Silent messages: Implicit communication of emotions and attitudes. Belmont, CA: Wadsworth
UX Sofia 2016
In situations with ambivalent verbal and non-verbal behaviour:

Types of Non-verbal Behaviors
Body Language
body movements
gestures
posture
mimic
Appearance
clothes
jewelry
accessories
hair style
Para-verbal Aspects
speech flow
speed, volume
diction
tone of voice
UX Sofia 2016

Task 1
Observation
UX Sofia 2016

Observation Rules
• Don’t observe only one user
• But concentrate only on one person at a time
• Avoid interpretation and rating
• Formulate observations on factual level
• Be aware of and challenge your own assumptions / stereotypes / filter
UX Sofia 2016

Task 1: Observation
• Outside in Cafés
• 3-5 people
• combine with a coffee break :)
30 min
Goal: catch behaviours in a natural environment
UX Sofia 2016

Now out with you and enjoy!
I will be watching you ;)
UX Sofia 2016

Welcome back!
UX Sofia 2016

Need Theories
UX Sofia 2016

Abraham Maslow (1943)
image: https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
UX Sofia 2016

Henry Murray (1938)
image: http://richaprof.blogspot.de/2014/08/session5-types-and-systems-of-need.html
UX Sofia 2016

Klaus Grawe – Consistency Theory (2004)
NEEDS
Schemes
Behaviours / Experiences
Attachment
Pleasure
Maximization /
Pain Avoidance
Orientation &
Control
Self-esteem /
-enhancement
Goals
UX Sofia 2016

Plan Analysis (Grawe + Caspar)
Behaviour
Goal
Motive
Basic Need
Simplified method:
UX Sofia 2016

Plan Analysis (Grawe + Caspar)
Behaviour
Goal
Motive
Basic Need
so that
approach/avoidance
Emotional Level
Functional Level
Simplified method:
speaks for
conscious / reported
unconscious /
unreported
UX Sofia 2016

Example:
image: http://i.dailymail.co.uk/i/pix/2014/10/08/1412792017434_wps_5_A_stock_photo_of_a_queue_.jpg
UX Sofia 2016

Example:
watches her phone
she stays up to date
feels closer to others
Attachment
so that
approach
speaks for
UX Sofia 2016

Example:
watches her phone
she stays up to date
feels closer to others
Attachment
so that
approach
speaks for
bridge waiting time
avoid impatience
Discontent avoidance
avoidance
speaks for
UX Sofia 2016

Task 2
Analysis
UX Sofia 2016

Task 2: Analysis
Part 1:
• Groups get together
• Introduce yourself quickly
• Report observed behaviours
Part 2:
• Pick 1 behaviour as a group
• Analyse
• Pick alternative / next behaviour
• Analyse
10 min
20 min
UX Sofia 2016

Step 1: Groups
• find your group
• introduce yourself briefly
• report observed behaviours
10 min
Goal: group building, information gathering
UX Sofia 2016

Step 2: Analysis
• choose a relevant behaviour as a group
• analyse:
• when finished choose next analysis path or next relevant behaviour
• Don’t go wild in speculations, discuss and agree in groups
20 min
Goal: build hypothesis about underlying needs
1. Behaviour, so that  Goal (functional)
2. Is that avoidance or rather approach?
3. What is the (emotional) Motive? Impact on feelings?
4. Stands for which underlying Basic Need?
UX Sofia 2016

Phew
Time for a Break?
image: http://i3.kym-cdn.com/entries/icons/original/000/013/306/2dd.jpg
UX Sofia 2016

Task 3
Design
UX Sofia 2016

Task 3: Design
Part 1:
• Choose Need
• Ideation
• Read out / cluster ideas
Part 2:
• Vote favourite
• Initial concept
• Prepare presentation
Part 3:
• Present concepts
10 min
20 min
3 min/ group
UX Sofia 2016

Step 1: Ideation
• Don’t go in detail
• No judgment / rating / assessment
• Get free of constrains
(feasibility, business/technical restrictions)
• There is no right or wrong
Goal: gather as many ideas as possible regarding a certain need
10 min
UX Sofia 2016

Step 2: Concept
• Judgment / rating / assessment
• Go in detail
• Consider constraints
(feasibility, business/technical restrictions)
• Design the user flow
Presentation:
• Poster / Story / Prototype / Role-Play
• How are you solving a problem / fulfilling a need?
• Show the life with/without your product / service
Goal: choose favourite and build your idea communication
20 min
UX Sofia 2016

Step 3: Presentations 3 min
The stage is yours :)
UX Sofia 2016

image: http://www.azquotes.com/quote/1055682
@MartinaMitzUX Sofia 2016
The Co-Founder of Apple

Next Steps
• Create prototype (if not started already)
• Go out and test your ideas with people
• Gather further info and check the need-hypothesis again
• Don’t stop iterating
UX Sofia 2016

Conclusions
• Observations can lead us to deeper levels, than (short) talks could
• There is a structured approach that can help us formulate assumptions
about the probability of underlying motive- and need-structures
• A method for approaching the truth not a formula for knowing it
• There are 4 basic “psychological” needs (Grawe):
Attachment / Pleasure Maximization and Pain Avoidance / Control and
Orientation / Self-esteem & -enhancement
• Identifying what really drives people helps to focus the design work
and prepares the ground for more meaningful products & services
UX Sofia 2016

Special Thanks to
Psycho Therapist in Education: Diana Valkova
UX Sofia 2016

Feedback
• What was good?
• What not so good?
• Any suggestions?
(също и на Български, als auch auf Deutsch)
UX Sofia 2016

@MartinaMitz
Martina Mitzieva-Veglia
UX Designer
martina.net@gmail.com
web, skype, twitter: Martina Mitz
currently:
Berlin, Germany
Thank You!
UX Sofia 2016

Design without Talking to Users - UX Sofia 2016

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