SXSW 2017: Why Conducting Great Design Research Is So Hard

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Why Conducting Great
Design Research is So Hard
Allison Abbott
Design Researcher & Strategist
#DResearchSXSW
@allison_abbott1

In all the ways that humanity is
messy and hard to pin down…
… how do we know when we're doing a
good job observing it?
#DResearchSXSW@allison_abbott1#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1

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(insert photo of Labs/post-its/team photos)
Photo: Christine Berglund

de•sign re•search (n)
The work that uncovers and articulates people’s needs in
order to inform the design of products and services
in a structured manner
Source: Adaptive Path

Photo: Nicole Katano
What does this
person need?
hand sanitizer
an umbrella

to clean his hands
to stay dry
Photo: Nicole Katano
What does this
person need?
hand sanitizer
an umbrella

7777#DResearchSXSW @allison_abbott1
What is good design research?

1
2
3
INSIGHT
STRATEGY
ACTION
Good design research results in…

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Partner A: tell your partner about a
food experience you loved
Partner B: sit and listen, silently
2:001:591:581:571:561:551:541:531:521:511:501:491:481:471:461:451:441:431:421:411:401:391:381:371:361:351:341:331:321:311:301:291:281:271:261:251:241:231:221:211:201:191:181:171:161:151:141:131:121:111:101:091:081:071:061:051:041:031:021:011:000:590:580:570:560:550:540:530:520:510:500:490:480:470:460:450:440:430:420:410:400:390:380:370:360:350:340:330:320:310:300:290:280:270:260:250:240:230:220:210:200:190:180:170:160:150:140:130:120:110:100:090:080:070:060:050:040:030:020:01End2:00
#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1

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#DResearchSXSW
Tz #DResearchSXSW@allison_abbott1
@allison_abbott1
Conversation Science
Tactical Barrier

What makes us good
conversationalists
is not what makes us good
qualitative researchers
CONVERSATION SCIENCE

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#DResearchSXSW @allison_abbott1
Listening: Social vs. Research
Tactical Barrier

People are naturally inclined
to please those around them
LISTENING: SOCIAL VS. RESEARCH

We need our participants to
be storytellers, not
conversation partners

Research should feel as
comfortable as a
conversation, but uses a
different kind of listening

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Silence: Social vs. Research
Tactical Barrier

The 8 Second Rule

SILENCE: SOCIAL VS. RESEARCH
Pauses between commentary
should be longer in
research interviews than
in normal conversation

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Tactical Barrier
Helping: Social vs. Research

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Source: Media College
lead•ing ques•tion (n)
a question which subtly prompts the respondent to answer
in a particular way

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You like this, right?
Is that useful to you?
“
Does that surprise you?“
“

HELPING: SOCIAL VS. RESEARCH
We’re compelled to lead
participants because…
we want to help reduce
their cognitive load

We’re compelled to lead
participants because…
we want to show that
we get them

By contributing to the
participant’s story,
you might overwrite it

Listening
Silence
Helping
|
|
STORYTELLING ACTIVITY
8 SECOND RULE
NEWS ANCHORS
| We’re wired to constantly try and participate
in the conversation
We’re wired to fill silences because we find
them awkward
We’re wired to help our conversation partner
tell good stories

For the Newbie: Prepare Well
COMBATTING TACTICAL BARRIERS

COMBATTING TACTICAL BARRIERS: NEWBIE
Prepare questions that
are laser-focused on your
learning agenda
1

Craft non-binary,
non-leading questions2

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“ You like this, right?
Is that useful to you?
“
Does that surprise you?
“
What do you think about this?“

Leave notes-to-self on
best research practices3

Prepare questions that are laser-focused on your
learning agenda1
2
3
Craft non-binary, non-leading questions
Leave notes-to-self on best practices
Combatting Tactical Barriers: Newbies

For the Experienced:
Calibrate Yourself
COMBATTING TACTICAL BARRIERS

COMBATTING TACTICAL BARRIERS: EXPERIENCED
1Give your technique
some tough love

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q How many times did you ask a
leading question or suggest
words for the person to use?
q How many times did you ask a
binary question?
q How many times did you not give
your participant enough time to
think?
q What was your body language
and tone when receiving
feedback?
q What was the quality of your
research like when you went off-
script?

2Crispify your
interview notes

3Track research quality
in real-time

Give your technique some tough love1
2
3
Crispify the interview notes
Track research quality in real-time
Combatting Tactical Barriers: Experienced

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Company Culture
Cultural Barrier

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The Bad Rap of
Qualitative Research
Cultural Barrier

-Panthea Lee, Reboot, and
Exposing the Magic of Design, John Kolko
get attention of
target markets
ensure engagement
and create relationships
Market vs. Design Research

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Market vs. Design Research
generate value (often
financial) for the organization
understand the meaning of value
(often utility) for the end user
make sound decisions based
on identified options
develop a sound solution that
meets identified needs…and
possibly delights
analyze what people say
they want
analyze people’s needs,
motivations, and behaviors
-Panthea Lee, Reboot
and
Exposing the Magic of Design, John Kolko
primary focus
enables teams to
primary activity

Market research is not a
substitute for design research
THE BAD RAP OF QUALITATIVE RESEARCH

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#DResearchSXSW
Lack of Empowerment
Cultural Barrier

LACK OF EMPOWERMENT
The biggest faux pas
of all: thinking you’re not
empowered to conduct
design research.

LACK OF EMPOWERMENT
Talking to people shouldn’t be
expensive or take a long time.
Because it’s talking to people.

LACK OF EMPOWERMENT
Design research is hard
because we see it as hard.

Design vs.
Market
Empowerment |
| Some don’t see the value of design
research compared to other research
It’s hard for others to view us,
or us to view ourselves, as researchers

COMBATTING CULTURAL BARRIERS
Weigh the tradeoffs:
DIY vs. external,
scrappiness vs. expertise
1

Plan for inevitable
improvement2

Marry qualitative and
quantitative research3

Make research part of
your professional brand4

Weigh the tradeoffs (DIY vs. external)1
2
3
Plan for inevitable improvement
Marry quantitative and qualitative research
Combatting Cultural Barriers
4 Make research part of your professional brand

Moving Forward

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Moving Forward
Diminishing Returns

DIMINISHING RETURNS
Design research isn’t
about finding proof.
It’s about finding inspiration.

DIMINISHING RETURNS
Explore just enough to get
directional inspiration
or evidence

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Parallel Pathing
Moving Forward

PARALLEL PATHING
Design research should be
done at every stage of the
process, in tandem with
other workstreams

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Go Slow to Go Fast
Moving Forward

GO SLOW TO GO FAST
Time set aside for research
provides inspiration for the
rest of the project

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Thank You
Other Resources to Check Out:
SXSW 2016 Confirmation Bias: Allison Abbott’s Slideshare
Stanford dSchool: Empathy Field Guide, March 2013
Special thanks to:
Sarah Calandro
Jamika Burge
Colin Hart
Emily Grace

SXSW 2017: Why Conducting Great Design Research Is So Hard

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