Bridging research and design... to fuel innovation!
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1. The document discusses how research, design, and management must work together for successful innovation. It provides biographies of Frederic Gaillard and Mike Murphy who will discuss how to better integrate research and design. 2. Three key ideas are presented: research is critical for product design, sometimes research can be useless to designers, and research works best when embedded in the design process. Various research methods like market research, UX research and design research are examined. 3. The document argues that research must be integrated throughout the design process in order to bridge gaps and ensure research and design inform each other. UX methods like personas, user journeys and scenarios can provide narrative context useful for designers.
Bridging research and design... to fuel innovation!
- 1. 1 + 1 = 3 Bridging research and design… to fuel innovation! October 9th, 2014 | Frederic Gaillard - Mike Murphy
- 2. Who are we?
- 3. Frédéric Gaillard #fgail Founder and CEO of Axance (Paris) Axance is a French design consulting firm specialized in incorporating user-centered design principles into the online product lifecycle Date of creation: 1999 Part of Devoteam Digital Group: 2012 Number of employees: 37 (Devoteam Digital Group: 110) Total clients: 200+ Turnover (2013): €3.9M (Devoteam Digital Group: €13M) Founding member of UXalliance: 2005 The first international network of user experience companies: 25 companies
- 4. Mike Murphy Senior Design Director with GfK User Experience GfK is a global market research company, expanded in 2011 to include user experience research and design. 1934: GfK founded in Germany ( 1999: User Centric founded in Chicago, IL, US ) 2011: GfK User Experience formed 2012: GfK acquired User Centric ( and me ) Founding member of UXalliance (User Centric) The first international network of user experience companies: 25 companies
- 5. Successful innovation needs 3 components voice of the user voice of the business voice of management
- 6. 3 ideas we’d like to share with you today…
- 7. first research is a critical tool for a successful product design
- 8. There is a problem with customers… consumers… users… people…
- 9. … we can’t always say what’s best for us …
- 10. …we need research to help us better understand the user’s mind. photo by Mike Martin Wong | used with permission | https://www.flickr.com/photos/squeakymarmot/2293398178/
- 11. Research is also energy food for designers! photo by Marika Spijkers | used with permission | https://www.flickr.com/photos/marikasp/14157662167
- 12. second in some cases, research can be useless to the design team
- 14. … because researchers and designers approach research differently, with different levels of effort Researcher output researc h research is the ouput of his work Designer input researc h Research fuels the design research is the input for his work ©2014 Axance & GfK
- 15. Sometimes, numbers don’t tell the whole story
- 16. The results of research can also be overwhelming
- 17. third research is most effective when carefully embedded in the design process
- 18. what are the research methods available to the designer?
- 19. market ux design research research research
- 20. about market ux design research research research
- 21. Market research focuses on large samples It verifies insights with large numbers - segments - demographics - price ranges - age groups - income ranges - geographic information https://www.flickr.com/photos/hlarreac/10842206866
- 22. What do customers want? need? buy? …why? https://www.flickr.com/photos/madrilevi/2918238517 This type of customer wants to buy this camera!
- 23. What will people use? choose? enjoy? …why? https://www.flickr.com/photos/elb_the_prof/2497644260 6% of consumers use a classic camera to take photos daily 41% of consumers use a smartphone to take photos daily
- 24. market about ux design research research research
- 25. What’s UX research about? https://www.flickr.com/photos/birdiebob/12323366545
- 26. UX research helps us learn how people use things in the real world
- 27. It’s critical to understand how the context of use affects the UX
- 28. UX research focuses on user behaviors with smaller sample sizes It goes deeper into the psyche to learn - Needs - Context - Stories - Priorities - Mental Model - Experience
- 29. UX research focuses on real user context
- 30. UX research helps us understand how we make decisions and how they affect us
- 31. market ux about design research research research
- 32. Design research is about feeding the designer and fueling creativity! photo by Marika Spijkers | used with permission | https://www.flickr.com/photos/marikasp/14157662167
- 33. how do these methods fit together?
- 34. Panorama of market, UX, and design research methods design research UX research design reviews market research usability tests ©2014 Axance & GfK create iterate & refine analytics ethnographic studies ideation workshops field observation a/b tests card sorting focus groups surveys explore measure opinions & opportunities evaluate measure behaviors & success
- 35. when can research be useless?
- 36. here are a few research flops…
- 37. flops can happen when the end user is forgotten nGage was Nokia’s marriage of cellphone and game player: One the most awkward attempts to combine devices
- 38. Another unlikely marriage… “Colgate’s Kitchen Entrees” was another odd idea, connecting the taste of food to a well-known toothpaste brand
- 39. Our favorite… Disposable underwear?
- 40. Sometimes, numbers can hide reality…
- 41. Output from research: 60% of participants said they were “likely” or “very likely” to buy a new kitchen appliance in the next 3 Months 8 Months later… Only 12% had bought an appliance! http://www.slideshare.net/Optimal.Usability/why-user-experience-is-more-important-than-marketing https://www.flickr.com/photos/danmar_kitchens/6291692832/in/photostream/
- 42. Some research is simply not actionable for the project team
- 43. Here is a typical output from a usability test It can be a real challenge to apply all of these findings!
- 44. the results of research can also be overwhelming…
- 45. …and critical turning points are not the best time for surprises about the UX
- 46. Some key takeaways - numbers can hide reality - not all research reports are actionable - too much change at once can derail the process
- 47. then… how can ux methods bridge the gap between research and design?
- 48. what does designer really need? https://www.flickr.com/photos/erinrena/5758884421
- 49. Designer needs to know where to go https://www.flickr.com/photos/okaysamurai/233373749
- 50. … research is also here to steer a steady course! https://www.flickr.com/photos/colindrysdale/537467271/in/photostream/
- 51. …how can ux methods help here?
- 52. by producing narrative data that tells a story with enough context and background details photo by Alexander Kelley | original at https://www.flickr.com/photos/thirdangeluk/5828699852
- 53. Persona s What does persona expect from the company? What does the company expect from the persona?
- 54. personas can be very low fidelity when designers are the audience
- 55. User diaries
- 56. Private blog for user group
- 57. This customer journey map shows all potential interactions with Air Canada Source: Canadian UXalliance partner (http://yucentrik.ca) User journey maps
- 58. User journey maps: low fidelity versions
- 59. User scenarios to envision UX
- 60. Interactive mockups to envision UX (go beyond the static)
- 61. Discovery, design & findings workshops
- 63. …the designer must be part of the research End user Designer Researcher
- 64. User research must be a track throughout the process of product development
- 65. Examples of UX methods and the development lifecycle Strategy l Concept development l Detailed design l Production l (from Brian Pagan - Philips design) Launch https://www.flickr.com/photos/reddragonflydmc/9218003641
- 66. Then, the frontiers between research and design are getting very tight! https://www.flickr.com/photos/jdawn82/4470763298
- 67. Some key takeaways 1. Research is critical for the product lifecycle of anything people interact with 2. Research techniques optimized for design can be used to bridge gaps between exploration, design, and validation activities 3. Integrating research throughout design is the best way to ensure that each makes the most of the other
- 68. questions? Frédéric Gaillard & Mike Marphy photos from with permission or by license
Editor's Notes
- #10: It is hard to trust what customers are saying about themselves People generally think they have a precise idea of what they want, but if you interview customers when they enter a shop, and ask them what they’re going to buy (even if you show them specific items) you may be surprised when they don’t follow their original objectives, and they exit the shop with completely different items. Then, later, they’re not necessarily happy with their purchase. - - - Many people will say that food is the #1 criterion for a restaurant, but service is often the real reason why customers come back. A friend recently invited me to a restaurant he loves, saying the food was great. In fact, the food was just the average. He agreed, but he really liked the atmosphere and service. He didn’t realized these were the main reasons he loved the place. What people think they want is not necessarily what will make them happy. What people say is often very different from what they do. I don’t like watches. I intentionally don’t wear watches. I won’t buy Apple’s new watch. However, in a few months, you might see me wearing it. Market research can help us create and market products that people will buy, but not necessarily that they’ll enjoy having (and buy again). Will owning this big TV make me happier?
- #45: It’s like too many lessons to learn at the same time
- #47: Here are some key takeaways
- #52: ….
- #55: xxxx
- #59: Here is what it can look when drafted
- #66: Concrete ux methods
- #67: xxx
- #68: Here are some key takeaways