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Don't solve the wrong problem - Design club 2017

bensauer
November 03, 2017

Don't solve the wrong problem - Design club 2017

bensauer

November 03, 2017
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  1. EINSTEIN If I had only one hour to save the

    world, 
 I would spend fifty-five minutes defining the problem, and only five minutes 
 finding the solution.
  2. If you’re prepared to spend thousands on your products, why

    can’t you spend a much smaller amount making sure 
 it’s the right product?
  3. “In the best teams we studied, every single team member

    spends an average of two hours every six weeks watching people use the product (or a competitor’s product).” Jared Spool
  4. What? Behaviour, outcomes Analytics, KPIs, conversion rate Sentiment Voice of

    Customer Mini-surveys, feedback Why? Experience Interviews, usability testing large scale small
 scale
  5. Conducting user interviews 
 is a core digital skill. If

    your team isn’t doing 
 them, start now.
  6. START WITH RESEARCH OBJECTIVES We want to know how students

    go about researching their choice of university. PRIMARY SECONDARY What problems do they encounter using our website and our competitors websites?
  7. THE TWO THINGS YOU WILL TEST Can people use this?

    EMPIRICAL SPECULATIVE Would they use this? Mostly  just  clues Evidence
  8. RECRUITMENT TIPS •Pay em! •Ex-users are the best. •Screen out

    the freeloaders and the quiet ones •A mix of people over a perfect demographic
  9. TYPICAL INTERVIEW STRUCTURE •Intro: why, brief, waiver, payment (5 mins)

    •Interview: about them (20-25 mins) •Usability testing (20-25 mins) •Summary (5 mins)
  10. DISCUSSION GUIDE TIPS •Condense the guide to an A4 sheet.

    •Start broad, e.g.: “So… tell me about your work.” •Group your questions into themes. •Order themes in a way that narrows over time. •Put your really important theme near the end. •Uncover details to test later.
  11. SETTING TASKS You have 200+ books in your fiction collection,

    currently in boxes strewn around your living room. Find a way to organize them. GOOD TASK BAD TASK Search for a bookcase
  12. IMPROVISED VS. PRESCRIBED You’re traveling from home to visit your

    _____ in ______. Find the cheapest route on public transport. IMPROVISED BAD TASK You have 200+ books in your fiction collection, currently in boxes strewn around your living room. Find a way to organize them.
  13. TIPS • “You applied to Birmingham Uni…?” (parrot talk) •

    “Tell me more about…” • “Describe the steps you’re going through here” • “Before you click, what do you think will happen next?”
  14. BAD QUESTIONS • “Do you like this?” • “Did you

    feel…x?” • “Were you thinking y?” • “Let me show you how this works…”
  15. INTERVIEW TIPS • Remind them that you’re testing the system,

    not them • Don’t keep people waiting around • Set them at ease: make it seem informal • Remunerate them in advance so they understand it’s not contingent on their performance
  16. Ryan The Undecided “I sort of know *roughly* what I

    want to do. Roughly.” Summary 18 year old Ryan lives in Brighton. He’s a little unsure about what to study; he’s looked at a lot of sport-related courses but he hasn't got any closer to choosing. He hasn’t been to any open days; his family haven’t been involved much as they didn’t go to Uni. His initial choices of Uni are based on what his friends have told him, but he’s leaving the whole process to the last minute. Goals RATIONAL: Find a good course and university. EMOTIONAL: Get a bit of distance and independence from his family. Challenges • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum
  17. Choose subject Shortlist Refine Prioritise The course selection funnel Evaluate

    Eliminate A P P L Y Behaviours Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Opportunities Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum What should I study? Where could I go? Which ones do I like? What’s my best option? Low Med High Digital Opportunity Undecided Visionary • Lorem Ipsum • Lorem Ipsum Elimination criteria • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Evaluation criteria • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Lorem Ipsum Lorem Ipsum • Lorem Ipsum • Lorem Ipsum
  18. PARTING THOUGHTS… • User research is a team sport. •

    Don’t ask permission; find the time. • Watch what they do, not what they say. • Uncover mental models. • Favour guerrilla over science, action over academia. • Resolve differences with testing. • Make raw findings visible and tangible. • Never conflate value testing with usability testing.
  19. STEVE JOBS “You’ve got to start with the customer experience

    and work back toward the technology - not the other way around.”
  20. Technology is not things, it is practise. therefore… Outcomes, not

    outputs. URSULA FRANKLIN’S ‘THE REAL WORLD OF TECHNOLOGY’ @bensauer