Learn How to Observe and Identify What Really Motivates People
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The document outlines a presentation at the UX+Dev Summit 2018 by Martina Mitz, focusing on understanding human motivations through user-centered design processes. The session includes tasks for observation, analysis, and design, elaborating on how to gather insights by watching people's behaviors and analyzing their underlying needs. Key theories from psychology are referenced, emphasizing that observing users can lead to deeper understanding and more meaningful product designs.
Learn How to Observe and Identify What Really Motivates People
- 1. @MartinaMitz@MartinaMitz Learn How to Observe and Identify What Really Motivates People UX+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 3. @MartinaMitz@MartinaMitz User-Centered Design Process: Research Analysis Design Prototype Test UX+DEV SUMMIT 2018
- 4. @MartinaMitz@MartinaMitz The Plan™ User-centered Design Process: Task 1: Observation Task 2: Analysis Task 3: Design Research Analysis Design Prototype Test UX+DEV SUMMIT 2018
- 5. @MartinaMitz@MartinaMitz Martina Mitz Martina Ivanova Mitzieva-Veglia ;) Web Designer since 2001 Certified Psychologist since 2007 UXer (officially) since 2009 I watching people UX+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 8. @MartinaMitz@MartinaMitz Mission Improve the Experience of Hotel Visitors @MartinaMitzUX+DEV SUMMIT 2018
- 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 In situations with ambivalent verbal and non-verbal behaviour: UX+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 12. @MartinaMitz@MartinaMitz Observation Rules •  Don’t observe only one subject •  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+DEV SUMMIT 2018
- 13. @MartinaMitz@MartinaMitz Task 1: Observation •  Outside in the lobby •  3-5 people •  combine with a coffee break :) 30 min Goal: catch behaviours in a natural environment UX+DEV SUMMIT 2018
- 14. @MartinaMitz@MartinaMitz Now let’s go out in the wild and enjoy! I will be watching you ;) UX+DEV SUMMIT 2018
- 17. @MartinaMitz@MartinaMitz Abraham Maslow (1943) image: https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs UX+DEV SUMMIT 2018
- 18. @MartinaMitz@MartinaMitz Henry Murray (1938) image: http://richaprof.blogspot.de/2014/08/session5-types-and-systems-of-need.html UX+DEV SUMMIT 2018
- 19. @MartinaMitz@MartinaMitz Klaus Grawe – Consistency Theory (2004) NEEDS Motives Plans Schemes Behaviours / Experiences Attachment Pleasure Maximization / Pain Avoidance Orientation & Control Self-esteem / -enhancement Goals UX+DEV SUMMIT 2018
- 20. @MartinaMitz@MartinaMitz Plan Analysis (Grawe + Caspar) Behaviour Goal Motive Basic Need Simplified method: UX+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 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 10 min UX+DEV SUMMIT 2018
- 27. @MartinaMitz@MartinaMitz Step 1: Groups •  find your group •  introduce yourself briefly •  report observed behaviours 10 min Goal: group building, information gathering UX+DEV SUMMIT 2018
- 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 10 min Goal: build hypothesis about underlying needs 1.  Behaviour, so that à 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+DEV SUMMIT 2018
- 29. @MartinaMitz@MartinaMitz Phew Time for a Break? image: http://i3.kym-cdn.com/entries/icons/original/000/013/306/2dd.jpg UX+DEV SUMMIT 2018
- 31. @MartinaMitz@MartinaMitz Task 3: Design Part 1 - Ideation: •  Choose need •  Ideation •  Read out / cluster ideas Part 2 – Choose and Assess: •  Vote favourite cluster •  Effort/Impact assessment of the ideas Part 3: •  Ideas mapping to the Customer Journey •  Service concept 10 min 5 min 10 min UX+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 33. @MartinaMitz@MartinaMitz Step 2: Choose and Assess •  Judgment / rating / assessment •  Go in detail •  Consider constraints (feasibility, business/technical restrictions) •  Design the flow Outcomes: •  Effort-impact assessment of the ideas •  Choose favourites with biggest potential and least effort •  Build a strategic plan for the rest Goal: choose a favourite cluster and assess the individual ideas 5 min UX+DEV SUMMIT 2018
- 34. @MartinaMitz@MartinaMitz Step 3: Service Concept 10 min UX+DEV SUMMIT 2018 •  Empathize with the hotel visitor •  Think of the holistic experience a potential customer has •  Map the individual steps •  Think of the flow and where the ideas become relevant •  Discuss constraints, moments of truth, emotional impact •  Map the service improvements Outcomes: •  Customer Journey •  Service concept mapping Goal: map the entire Journey of the customer to put the ideas in context
- 35. @MartinaMitz@MartinaMitz image: http://www.azquotes.com/quote/1055682 @MartinaMitz The Co-Founder of Apple UX+DEV SUMMIT 2018
- 36. @MartinaMitz@MartinaMitz Next Steps •  Create prototype (if not started already) – something to communicate your idea •  Go out and talk about your ideas with people •  Gather further info and check the need-hypothesis again •  Don’t stop iterating UX+DEV SUMMIT 2018
- 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+DEV SUMMIT 2018
- 38. @MartinaMitz@MartinaMitz Special Thanks to Psycho Therapist in Education: Diana Valkova UX+DEV SUMMIT 2018
- 39. @MartinaMitz@MartinaMitz Feedback •  What was good? •  What not so good? •  Any suggestions? UX+DEV SUMMIT 2018
- 40. @MartinaMitz Martina Mitzieva-Veglia UX Psychologist martina.net@gmail.com web, skype, twitter: Martina Mitz currently: Berlin, Germany Thank You! UX+DEV SUMMIT 2018