Design without Talking to Users - UX Sofia 2016
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The document outlines a UX design process presented by Martina Mitz at UX Sofia 2016, focusing on the importance of user observation and behavioral analysis in creating user-centered designs. It details steps including observation, analysis, and ideation, emphasizing the role of psychology in understanding user needs and motivations. The conclusion highlights that understanding underlying psychological needs enhances the design process, leading to more meaningful products and services.
Design without Talking to Users - UX Sofia 2016
- 1. @MartinaMitz@MartinaMitz Design without Talking to Users UX Sofia 2016
- 2. @MartinaMitz@MartinaMitz 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
- 3. @MartinaMitz@MartinaMitz User-centered Design Process: Research Analysis Design Prototype Test UX Sofia 2016
- 4. @MartinaMitz@MartinaMitz The Plan™ User-centered Design Process: Task 1: Observation Task 2: Analysis Task 3: Design Research Analysis Design Prototype Test UX Sofia 2016
- 5. @MartinaMitz@MartinaMitz 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
- 6. @MartinaMitz@MartinaMitz 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
- 7. @MartinaMitz@MartinaMitz image: http://www.counter-canterculture.com/wp-content/uploads/2014/07/Henry-Ford-Quote.jpg @MartinaMitz The Inventor of the Car UX Sofia 2016
- 8. @MartinaMitz@MartinaMitz Mission Improve the Experience of Coffee Shop Customers image: http://beluscapitaladvisors.com/wp-content/uploads/2014/03/sbux-9.png @MartinaMitzUX Sofia 2016
- 9. @MartinaMitz@MartinaMitz 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:
- 10. @MartinaMitz@MartinaMitz 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
- 12. @MartinaMitz@MartinaMitz 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
- 13. @MartinaMitz@MartinaMitz 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
- 14. @MartinaMitz@MartinaMitz Now out with you and enjoy! I will be watching you ;) UX Sofia 2016
- 17. @MartinaMitz@MartinaMitz Abraham Maslow (1943) image: https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs UX Sofia 2016
- 18. @MartinaMitz@MartinaMitz Henry Murray (1938) image: http://richaprof.blogspot.de/2014/08/session5-types-and-systems-of-need.html UX Sofia 2016
- 19. @MartinaMitz@MartinaMitz Klaus Grawe – Consistency Theory (2004) NEEDS Schemes Behaviours / Experiences Attachment Pleasure Maximization / Pain Avoidance Orientation & Control Self-esteem / -enhancement Goals UX Sofia 2016
- 20. @MartinaMitz@MartinaMitz Plan Analysis (Grawe + Caspar) Behaviour Goal Motive Basic Need Simplified method: UX Sofia 2016
- 21. @MartinaMitz@MartinaMitz 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
- 23. @MartinaMitz@MartinaMitz Example: image: http://i.dailymail.co.uk/i/pix/2014/10/08/1412792017434_wps_5_A_stock_photo_of_a_queue_.jpg watches her phone she stays up to date feels closer to others Attachment so that approach speaks for UX Sofia 2016
- 24. @MartinaMitz@MartinaMitz Example: image: http://i.dailymail.co.uk/i/pix/2014/10/08/1412792017434_wps_5_A_stock_photo_of_a_queue_.jpg 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
- 26. @MartinaMitz@MartinaMitz 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
- 27. @MartinaMitz@MartinaMitz Step 1: Groups • find your group • introduce yourself briefly • report observed behaviours 10 min Goal: group building, information gathering UX Sofia 2016
- 28. @MartinaMitz@MartinaMitz 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
- 29. @MartinaMitz@MartinaMitz Phew Time for a Break? image: http://i3.kym-cdn.com/entries/icons/original/000/013/306/2dd.jpg UX Sofia 2016
- 31. @MartinaMitz@MartinaMitz 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
- 32. @MartinaMitz@MartinaMitz 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
- 33. @MartinaMitz@MartinaMitz 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
- 34. @MartinaMitz@MartinaMitz Step 3: Presentations 3 min The stage is yours :) UX Sofia 2016
- 35. @MartinaMitz@MartinaMitz image: http://www.azquotes.com/quote/1055682 @MartinaMitzUX Sofia 2016 The Co-Founder of Apple
- 36. @MartinaMitz@MartinaMitz 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
- 37. @MartinaMitz@MartinaMitz 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
- 38. @MartinaMitz@MartinaMitz Special Thanks to Psycho Therapist in Education: Diana Valkova UX Sofia 2016
- 39. @MartinaMitz@MartinaMitz Feedback • What was good? • What not so good? • Any suggestions? (също и на Български, als auch auf Deutsch) UX Sofia 2016
- 40. @MartinaMitz Martina Mitzieva-Veglia UX Designer martina.net@gmail.com web, skype, twitter: Martina Mitz currently: Berlin, Germany Thank You! UX Sofia 2016