User-centered design research activities produce an enormous quantity of raw data, which must be systematically and rigorously analyzed in order to extract meaning and insight.
and why is it important? What are methods I can use? Let’s try it: Method – Process Flow Diagramming Let’s try it: Method – Concept Mapping Let’s try it: Method – Insight Combination Let’s try it: Method – Reframing How can I use this in real life?
Problems Wicked Problems In a well structured problem, all of these are true: We can test our solution. We can identify problem, goal, and interim states. We can identify solution steps. We can identify domain knowledge. We can solve the problem while obeying the laws of nature. We can solve the problem using only practical levels of effort. Herb Simon, 1973
Problems Wicked Problems In an ill-structured problem, some of these are true: We cannot test our solution, or cannot test it easily. We cannot easily identify problem, goal, or interim states. We cannot identify all of the solution steps. We cannot identify domain knowledge (it may be tacit). We may be constrained by the laws of nature. Solutioning may outweigh practical efforts. Herb Simon, 1973
Problems Wicked Problems In a wicked problem, the following are true: Wicked problems have no definitive formulation. Wicked problems have no criteria upon which to determine “solving”. Solutions to wicked problems can only be good or bad. There are no complete list of applicable "moves" for a solution. There are always more than one explanation for a wicked problem. Every wicked problem is a symptom of another problem. No solution of a wicked problem has a definitive, scientific test. Every wicked problem is unique. Horst Rittel, 1973
understanding of a unique situation Hypothesis validation through generative form giving Synthesis is the process of making meaning through inference-based sensemaking. Ethnography Synthesis Prototyping
is guaranteed to be true, if the premise is true. Jon is a Designer. All Designers are Arrogant Bastards. Therefore, Jon is an Arrogant Bastard. Gives good evidence that a conclusion is true. All of the designers I’ve ever seen wear black t-shirts. Therefore, the next designer I will see will be wearing a black t-shirt.
is guaranteed to be true, if the premise is true. Jon is a Designer. All Designers are Arrogant Bastards. Therefore, Jon is an Arrogant Bastard. Gives good evidence that a conclusion is true. All of the designers I’ve ever seen wear black t-shirts. Therefore, the next designer I will see will be wearing a black t-shirt. The argument from best explanation, depending on circumstances and experience – an inference. When a designer works on a project, they often draw diagrams of things. It seems to help them learn about a new topic. I’ve seen grade school students struggle to learn complex topics of math or science. I can abduct that students might be able to learn better by drawing diagrams in a classroom setting.
that [our sensemaking framework] helps people to break out of old ways of thinking and to consider intractable problems in new ways… it is designed to allow shared understandings to emerge through the multiple discourses of the decision-making group.”
an issue of language, talk, and communication. Situations, organizations, and environments are talked into existence… Sensemaking is about the interplay of action and interpretation rather than the influence of evaluation on choice.”
researchers seem to mean something different from creativity, comprehension, curiosity, mental modeling, explanation, or situational awareness... Sensemaking is a motivated, continuous effort to understand connections (which can be among people, places, and events) in order to anticipate their trajectories and act effectively.”
Living Room Sitting on a Comfy Couch Atmosphere and Culture Multisensory Warmth Freshly Ground Coffee Grinder Roasted Coffee Beans Green Coffee Beans Coffee Tree 2. Change your perspective Making Meaning out of Data Data Information Knowledge Wisdom Experience Frameworking Gaining Empathy
Data Information Knowledge Wisdom Experience Frameworking Gaining Empathy A product, being used A product, being unpacked and set up A product, being purchased A product, being assembled A product, becoming worn and loved A product, becoming obsolete A product, being discarded A product, being upgraded A product that doesn’t work A product, that was misplaced A product accessory A product, being passed down to a new generation A product, becoming another product 3. Shift the context
colleague, Melvin, has abruptly decided to go back to school to fulfill his lifelong dream of becoming a Taxidermist. Melvin had just finished the research phase of a project with a large client, and all of his work on the project – is gone. The only thing left are some insights he’s extracted and a few of his notes, scribbled quickly. You’ve been assigned to the project, but no one seems to have any background information about what he was doing; it’s up to you to take what Melvin started and then move the project forward.
behavior, in a representational format, over time. An informal scenario flow diagram: 1. Indicates the relationship and order of actions 2. Shows major interface states 3. Helps to visualize the “whole”, as well as proximity to the whole 4.Abstracts logical relationships in favor of linearity A formal process or data flow diagram: 1. Indicates logical decision points 2. Articulates major data containers, and paths in and out of those containers 3. Can be used by engineers as an input into coding and architecture development
show logical decision points, accurate flow, and order. Call is placed Is ringer turned on? Phone rings (ring+1) Voice mail picks up Does user answer? Is ring = #4? Call is over Yes No No Yes Yes No
is an f’in pain in the ass. 1. List entities (objects, people – the “nouns” of the system) and operators (actions – the “verbs” of the system) (2 hours) 2. Define things to be counted or incremented (1 hour) 3. Define boundary conditions (beginning and ending, as well as sub-flows or sub-processes) (1 hour) 4. List primary actions necessary to achieve boundary condition (3 hours) 5. Begin with a walkthrough, sketching each step in a high-level flow (10 hours) 6. Fill in the rest of the structure, revising the main flow as necessary (20 hours) 7. Reorganize, visually, to create a coherent overall structure (20 hours) 8. Use visual design to clarify and make the content more accessible (10 hours)
diagram. 1. List entities (objects, people – the “nouns” of the system) and operators (actions – the “verbs” of the system) 2. Define things to be counted or incremented 3. Define boundary conditions (beginning and ending) 4.List primary actions necessary to achieve boundary condition 5. Begin with a walkthrough, sketching each step in a high-level flow 6.Fill in the rest of the structure, revising the main flow as necessary
representation of a system. It sacrifices accuracy for comprehensibility. 1. Visualizes both the forest and the trees (breadth and depth) 2. Rarely has a “beginning” and “end” 3. Helps people find their way (it’s a map, after all): provides direction and instruction 4.Forces selectivity, abstraction, prioritization and hierarchy 5. Is visual (a tool for perception) 6.Is semantic (a tool for cognition) 7. Frequently represents the user’s mental model of a how a system might work 8.Can also represent the designer’s manifest model of how a system might appear
Baseball Infield Runner Catcher Left Fielder Right Fielder Short Stop 1st Baseman 2nd Baseman 3rd Baseman Pitcher Mound Home Plate Center Fielder Offensive Team played by consists of consists of throws stands on
Baseball Infield Runner Catcher Left Fielder Right Fielder Short Stop 1st Baseman 2nd Baseman 3rd Baseman Pitcher Mound Home Plate Center Fielder Offensive Team played by consists of consists of throws stands on Nodes (nouns) are main branches
Baseball Infield Runner Catcher Left Fielder Right Fielder Short Stop 1st Baseman 2nd Baseman 3rd Baseman Pitcher Mound Home Plate Center Fielder Offensive Team played by consists of consists of throws stands on Actions (verbs) link the nodes
be rigorous – after all, you are taming complexity! 1. Create a matrix showing the relations of terms: (10 hours) • List terms. Identify the main elements that make up the system; lean on your contextual research to understand the words that matter to the users the most. • Create empty matrix, plotting the words against themselves. • Identify relationships; these are qualitative and require interpretation. 2. Decide on main branches of the map, based on frequency of connections as well as common sense (2 hours) 3. Fill in the rest of the structure, in order to represent all of the elements in the system (5 hours) 4. Use visual design to clarify and make the content more accessible (10 hours)
Sarcasm Roadmaps Confidence Project Management Beer Theory of Change Impact Branding Founders Strategist Mobile Fun Creativity Behavior Sketching Social Entrepreneurship Visual Design For example… Making a concept map of AC4D.
Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile Soc. Ent Founders Confidence Project Mgmt Sketching Branding Roadmaps Strategist Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile
Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile Soc. Ent Founders Confidence Project Mgmt Sketching Branding Roadmaps Strategist Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile
Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile Soc. Ent Founders Confidence Project Mgmt Sketching Branding Roadmaps Strategist Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile
Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile Soc. Ent Founders Confidence Project Mgmt Sketching Branding Roadmaps Strategist Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile
Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile Soc. Ent Founders Confidence Project Mgmt Sketching Branding Roadmaps Strategist Behavior Impact Sarcasm Visual Design Creativity Theory of Change Jon Kolko Wicked Problems Fun Beer Whiteboards Mobile
Where students become Impact To drive Wicked Problems In the context of Sketching Roadmaps Theory of Change Using methods like Which require Confidence Built through Beer Fun Sarcasm Behavior Based on changing Visual Design Project Mgmt Strategy
Where students become Impact To drive Wicked Problems In the context of Sketching Roadmaps Theory of Change Using methods like Which require Confidence Built through Beer Fun Sarcasm Behavior Based on changing Visual Design Project Mgmt Strategy
Create a matrix showing the relations of terms: A. List terms. Identify the main elements that make up the system. B. Create empty matrix, plotting the words against themselves. C. Identify relationships. 2. Decide on main branches of the map, based on frequency of connections. 3. Fill in the rest of the structure, in order to represent all of the elements in the system
of building on insights and established design patterns in order to create initial design ideas. 1. Forces a detailed examination, and organization, of each individual insight 2. Is divergent, in that it actively produces new ideas and expands the entire set of insights 3. Pushes ideas forward in a nonlinear fashion, jumping over the expected to arrive at the unexpected 4.Allows for the combination of existing paradigms with new and novel ideas (it’s a generative design activity) 5. Takes advantage of the personal experiences of the designers and investigators 6.Takes advantage of established design patterns
this Insight Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Data gathered through ethnography, contextual inquiry, questionnaires, and interviews + =
this Insight Clear, deep, meaningful perception into human behavior in a particular design context Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Data gathered through ethnography, contextual inquiry, questionnaires, and interviews + =
this Insight Design Pattern Design Idea Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Clear, deep, meaningful perception into human behavior in a particular design context + = + =
this Insight Design Pattern Design Idea A trending paradigm that describes invariant qualities, referencing history and similar solutions + = Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Clear, deep, meaningful perception into human behavior in a particular design context + =
this Insight Design Idea + = A trending paradigm that describes invariant qualities, referencing history and similar solutions Design Pattern A new, creative concept, somewhat facilitated by existing design paradigms Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Clear, deep, meaningful perception into human behavior in a particular design context + =
this Insight Design Idea + = A trending paradigm that describes invariant qualities, referencing history and similar solutions Design Pattern A new, creative concept, somewhat facilitated by existing design paradigms Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Clear, deep, meaningful perception into human behavior in a particular design context + =
more importantly, takes emotional energy and focus. 1. Begin to identify insights in the data you’ve gathered by combining an observation (I saw this) with your knowledge (I know this); write the insights on yellow post-it notes. Reference the line numbers from any applicable transcripts, and give each yellow post-it note a unique numeric ID. (10+ hours) 2. Identify design patterns that are relevant to the discipline you are designing for. Ideally, you begin to keep a design pattern library. Write the patterns on blue post-it notes. Give each blue post-it note a unique letter ID. (2+ hours) 3. Start to combine insights and design patterns to create design ideas by mingling the blue and yellow post-its, moving them around physically, and actively reflecting on potential combinations. When a combination makes sense and generates a design idea, write it in a green post-it note. Give each green post-it note a unique design idea ID (referencing both the yellow and blue notes above). (40+ hours) 4. Once you are almost “done” (usually when you’ve nearly run out of time and money), log the entire set into a spreadsheet. (3 hours) 5. Finally, pick the top ideas and start to sketch them. (3 hours) Now, you can always trace any design idea back to an insight, and ultimately, back to a nugget of user data.
Read the insights Melvin has gathered (yellow notes). 2. Quickly free-associate 10 patterns, based on trends in culture (blue notes). 3. Combine an insight – at random – with a pattern – at random, to create a new design idea. 4.Draw or write the design idea on a green card. 5. Repeat.
or viewpoint: “Even though frames define what count as data, they themselves actually shape the data (for example, a house fire will be perceived differently by the homeowner, the fire fighters, and the arson investigator).” Klein, Moon & Hoffman
shifting semantic perspective in order to see things in a new way. 1. “Re-embeds” a product, system or service in a new (and not necessarily logical) context 2. Explores associations and hidden links to and from the center of focus 3. Posits a “what if” scenario implicitly 4.Is primarily semantic (a tool for cognition) 5. Encourages empathy 6.Forces understanding of the various touchpoints 7. Identifies implications and insights
bathroom consumer object reframed in a new environment: In the kitchen In an airplane At a conference primary user goal: implications and insights: Remove food Remove smells Remove lettuce before giving a talk Teeth cleaning should allow for a way to quickly get pieces out of hard to reach places, and shouldn’t require a mirror Provide a way to quickly and nonchalantly freshen breath in close quarters and without being offensive to other passengers Teeth cleaning should include some form of sharp picking object, and should clearly indicate when you missed a chunk
bathroom consumer object reframed from a new perspective: dentist hotel housekeeper Blind date primary user goal: implications and insights: Clean teeth & prevent future problems Clean the hotel room Look attractive Teeth cleaning should be as rigorous as possible, and should be “future proof” for some period of time Teeth cleaning should have as small a disposal footprint as possible, and shouldn’t generate any extra work, trash, or waste There should be a way to casually alert the date that they have something nasty in their teeth.
bathroom consumer object reframed as a new embodiment: A Plant A Spray A Service primary user goal: implications and insights: Clean teeth while feeling closer to nature Clean teeth quickly without friction Gain “dentist visit” cleanliness in between visits There should be a plant with teeth cleaning properties, that can live peacefully in one of the aforementioned environments A portable spray should freshen breath but should also clean teeth; instant or quick acting timeframe, through a fine mist. Provide a quick-stop for interim dentist appointments – at the mall. Should be trustworthy and clean; legal implications…
in teams – but requires that you perform an abduction 1. Identify the product, service or system that is being reframed. It’s not always what your client asked for. (1+ hour) 2. Create blank reframing charts on paper, one each for environments, users, and embodiments. (5 minutes) 3. Free associate new items for the left column of each chart; work on all three charts at once. There are no bad ideas: criticism is completely suspended. (1+ hour) 4. Begin to fill in Primary Goal for all items in all charts. Try to paint a picture of a credible story; judge responses and add criticism as appropriate, but only in relationship to the primary goal column. (2 hours) 5. Begin to fill in the Implications and Insights column in all charts. There are no bad ideas; criticism is completely suspended. An item can generate more than one implication or insight; if it does, create a new row to capture it. Try to generate thirty-fifty items for each list. (4 hours) 6. Extract implications and insights that are relevant based on the specific constraints of your project, and list them: these can then be integrated with the rest of your design criteria. (1 hour) 7. Select the best ideas, and sketch them. (3 hours)
reframing charts, one each for environment, perspective, and embodiment. 2. Starting with environment: A. Free-associate new items for the left column. B. Fill in the users’ primary goal, based on the left column. C. Fill in new design insights, based on the left column. 3. Repeat with perspective. 4.Repeat with embodiment.
flow diagramming scenario development Making Meaning out of Data Data Information Knowledge Wisdom Experience Frameworking Gaining Empathy Methods: concept mapping temporal zoom semantic zoom storyboarding Methods: reframing insight combination participatory design
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