Generative Research — InVision DesignTalk
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The document discusses understanding user motivations through hands-on generative research techniques that promote creativity and deep conversations. Various exercises such as lists, mad libs, storytelling, and mapping are outlined to gather insights about users' feelings, behaviors, and preferences. The goal is to gain a comprehensive understanding of users' needs and emotions to inform better product design and solutions.
Generative Research — InVision DesignTalk
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- 2. How to Really Understand Your Users' Motivations March 22nd, 2017
- 3. First, a story. Once upon a time...
- 4. Me
- 5. + Misael
- 6. Daisy Wheel is an App for breast cancer prevention for teenage girls
- 8. Why this talk? Customer input for a meaningful solution Products must fit lifestyle of users Human mind is complicated
- 9. Conversations with users may feel incomplete... What to ask next?
- 10. Generative Research Because... Participants produce an “artifact” with their hands
- 11. Hands-on exercises to enable conversations??? Why? ?!
- 12. What we say How we feel (gap)
- 13. All people are creative by nature...
- 14. interviews / surveys observation generative tools say think do / use know / feel / dream What people... MethodsSurface Deep
- 16. Creativity, thought, and action are driven by our emotions
- 18. Recollection Exercises Remember, select, talk about, and interpret past events Describe behavior, thoughts, and feelings Connect the dots of seemingly disconnected events
- 19. Projective Exercises Talk about sensitive topics Express abstract feelings and thoughts Verbalize unspoken emotions
- 20. Type of Exercises LIST MAD LIB STORIES SORT TRACK BUILD MAP PLAY
- 21. 1. Lists 1. Low effort to complete but yield rich discussion. 2. Collecting elements of a category —e.g. “Types of meals I cook.” 3. Gathering feelings and needs around a topic 4. Compiling inventories —e.g. “What’s in my bathroom cabinet?”
- 22. A List combined with a Diagram to show priority of elements. The inner circle is the highest priority while the outer circles are of least importance. Concentric Circles
- 23. Participants list their experiences before, during, and after 1-on-1 meetings with team members. Timelapse List Before During After
- 24. 2. Mad Lib 1. Eliciting associations, desires, preferences, values 2. Gathering participant’s own words around a prompt to evaluate symbolic meanings associated with the topic 3. Used to assess motivations and attitudes 4. Easy to create and offer high value results! A.k.a. Sentence Completion
- 25. Participants projecting their perspectives on ideal values for a newcomer during recruiting process. Sentence Completion
- 26. Understanding the preferences and attitudes of young people when redeeming promo codes in restaurants. Sentence Completion and Drawing
- 27. 1. Learning about negative & positive events 2. Exploring a category —understanding perspectives and values around a topic 3. Gathering lessons learned 4. These are best as solo-work to enable enough time for reflection 3. Stories
- 28. Snags & Delights are mini-stories about negative and positive experiences on recent events. Mini-Stories
- 29. A letter can help to understand the impact of past choices on a participant’s current state. Letter to Myself
- 30. A personal letter written to a product often reveals profound insights value and expectations from objects in everyday lives. The Break-Up Letter
- 31. 4. Sort 1. Identifying and exploring categories. Relationships among elements (leads to uncovering mental models) 2. Learning about preferences and priorities (when participants rank order elements) 3. Remembering stories (when participants select or sort images) 4. Create a deck of triggers/images collaboratively (it helps eliminate gaps in your individual thinking)
- 32. Increasing a system’s findability. Give users a set of cards, each labeled with a piece of content or functionality. Ask them to sort them into groups that make sense of them. Card Sorting
- 33. Photo deck to choose images that best fit certain criteria. Exercise to redesign travel-related site. Participants were given photos, typefaces, and moods so they could react to an unbranded site. Association Deck
- 34. Wait, but … how can I set all this up? ?!
- 35. Setting the Stage Prototype the exercise and pilot it Prepare the toolkit and tokens 8-10 participants, 1-on-1 sessions, 30-40 mins Don’t ask for stakeholders’ permission… yet
- 36. 5. Track 1. Recording behavior, routines, feelings over time 2. Gathering photos from participant POV —empowers your participants! 3. Enabling awareness of automatic behavior around a topic 4. Good platform for comparing moments —e.g. Does this log reflect what is normal?
- 37. 30 day Mood Calendar to track emotions, key moments, and provide a platform for follow-up discussion. Mood Calendar
- 38. Snippets of experiences during a period of time. Useful to spot patterns difficult to identify by recall. A template is used to log moments. Diary Study Source: Designing for Sustainability link
- 39. 6. Make 1. Using metaphors & analogies to express hard-to-articulate ideas 2. Capturing moods & feelings 3. Generating future scenarios 4. Participants need lots of time to create and explain - Do not rush!
- 40. Participants were given Lego pieces to build a city. The goal was to simulate sprints under an Agile environment. Lego Simulation
- 41. Cut-outs of design elements for participants to use to build paper prototypes, prioritize features, add new features, etc. Cut-out Interface
- 42. In this exercise we had participants (Millennials) plan their financial future. Manual activity forces them to imagine their future selves and discover ways insurance fit into their story. Timeline Board
- 43. How to project your professional career by asking participants to map milestones and major achievements for their future. Ideal Future Journey
- 44. 7. Map 1. Understanding relationships among elements in a category 2. Comparing activities to locations 3. Creating multiple layers of meaning to explore: - Likes/dislikes/feelings - Channel use - Purpose/role of mapped items - Priority of mapped items
- 45. Measuring the importance of Social media tools, how each engages the participant, the purpose of each tool, and how people control interactions among them. Social Media Map
- 46. Modeling and understanding complex services with no diagramming skills. Envision the story of how users experience a service, making emphasis on key touch points. Business Origami
- 47. 8. Play 1. Exploring important scenarios — Noticing emotions and assumptions in different scenarios 2. Lessening pressure around sensitive topics 3. Gathering values, norms, rules, and native language 4. Exploring solution spaces
- 48. Participants were asked to emulate their ideal 1-on-1 session to improve the digital process of an application for 1-on-1s Role Play
- 49. Participants were asked to act as objects or persons related to a service. Spot opportunities to improve the journey they go through when interacting within a service chain. Games
- 50. ...you can customize and create your own
- 51. What would be next? Refine your exercise — let it evolve over time Improve rapport skills — use the exercise as a tool Interpret results using Affinity Diagrams — spot patterns Generate a solution collaboratively with your team
- 52. Become a better listener and reach a shared understanding Make a conversation unfold naturally and achieve a strong rapport Get rich information on users’ motivations, expectations, and emotions Understanding Your Users
- 53. Understanding Your Users Discover ways to get stories full of emotion and detail Learn from the participants’ own insights about themselves Feel true empathy to generate a solution
- 54. Takeaways “It’s not the customer’s job to know what they want” - Jobs Deeper emotions with hands-on exercises Customize your own methods
- 55. Bella Martin & Bruce Hanington Liz Sanders & Pieter Jan Stappers
- 56. Q&A
- 57. mleon@nearsoft.com misaello misaelleon Misael Leon Product Designer _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Thanks!