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Brand Masterclass Week Seven
Brand Masterclass Week Seven
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Get started with design research



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Practical tips and tools for startups to practice design research with limited resources.

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Get started with design research

  1. 1. Get Started With Design Research
  2. 2. Design research helps us understand the deeper problems. It inspires us to create solutions and make informed decisions. No, it’s not market research.
  3. 3. To find a promising direction To co-create and prioritise To improve incrementally When… • You want to gain a broader understanding about your users • Entering a new market • Create a non-existent service When… • You have a rough service/product in mind and look for ideas to differentiate • Introduce a better [x] • Combine [x] and [y] When… • You want to make sure your product is usable • Refine the current product FOUNDATIONAL GENERATIVE EVALUATIVE 3 TYPES OF DESIGN RESEARCH
  4. 4. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 PREPARATION INTERVIEW / DEBRIEF DEBRIEF • Define scope • Recruit • Prepare materials • Plan travel • Incentives • Paperwork • Interview • Debrief • Refine materials • Team discussion • Refine hypotheses 5-DAY RESEARCH PLAN
  5. 5. HYPOTHESIS ON PRODUCT/SERVICE OFFERING HYPOTHESIS RESEARCH OBJECTIVES This will help [ target users ] to [ solve x problem or gain y benefit ] by [ how it works at a high level ]. • How do the target users think of the the product/service offering? • How important is XY for the target user? • Besides XY, what are other problems/benefits that we haven’t thought about? • Who will be involved in providing the services? PREPARATION | INTERVIEW | DEBRIEF
  6. 6. HYPOTHESIS ON COMPETITIVE LANDSCAPE HYPOTHESIS RESEARCH OBJECTIVES There are many players in the market, such as [ competitors ], but users will choose ours because [ differentiation ].  • Who are the potential competitors? • How can your product stands out? • How clear can the user see the differentiation? • PREPARATION | INTERVIEW | DEBRIEF
  7. 7. HYPOTHESIS ON INITIAL HURDLES HYPOTHESIS RESEARCH OBJECTIVES However, users might not use it because [ risks ]. We could avoid it by [ solutions ]. • What are the potential risks? Not just purely about the product, think about mental hurdle, market access, influencers… • How can you pre-empt it? PREPARATION | INTERVIEW | DEBRIEF
  8. 8. HYPOTHESIS ON BUSINESS MODEL HYPOTHESIS RESEARCH OBJECTIVES We can sustain the business by [ business model ]. [ Paying party ] will be happy to pay for it because [ benefits ] • What are different charging models / pricing framework? • What does it take to make the paying party pay for the service? PREPARATION | INTERVIEW | DEBRIEF
  9. 9. PREPARATION Objectives What are the most important questions need to be answered at this stage? Team 2-4 people: interviewer, note taker, photographer, translator Recruit participants 4-6 people (Excluding friends/family) Snowball, social media, social meetups Interview locations / Travel Home, office vs. lab/coffee shop Remote interview Incentives Gift cards, donation, product coupons Paper work (optional) Data consent, non-disclosure agreement Equipment Notebook, pens, post-its, camera, business cards PREPARATION | INTERVIEW | DEBRIEF
  10. 10. 10 mins 10-30 mins 20-40 mins WARM UP CONTENT DEEP DIVE ACTIVITIES • Explain why and how • Get permission on photos and other media recording • Small talk/ ice breaking -> Trust building • Start with a broader topics, then narrow it down • Active listening and observing • Areas to explore: functions, frequency, preferences (why), workarounds, influence, marketing/brand, perception, emotion… • Don’t stop at what, the goal is to understand why • What do you mean by [easy, good, difficult…]? —————————————————————— • Treat discussion as a guide, not a shopping list • Get used to awkward silence. Let the participant think • Ask them to show how they do XYZ • Using activities to get answers that might not be easy to get out of when just chatting • Low-fi prototype or sketches are more inviting for discussions then the high-fi ones • We are not asking users for a solution. We are looking for the reasons behind to inspire design solutions ONE HOUR INTERVIEW BREAKDOWN PREPARATION | INTERVIEW | DEBRIEF
  11. 11. Would you use it? Do you think it is helpful? -> When asking ‘YOU’, you are putting the participants on the spot. They will always say yes because they don’t want to offend you. What do you want? -> not enough, need to know the why How much will you pay for it? -> hard to get a real answer • See if the participant has paid for similar product before, and ask how would they compare those two. LESS EFFECTIVE QUESTIONS MORE EFFECTIVE ONES PREPARATION | INTERVIEW | DEBRIEF • Who do you think this product is for? • When/what do you think this product is for? • How does it compare to your current solution? • How would it fit into your current workflow? • Why do you want X? • Why is it important?
  12. 12. 3-STEP DEBRIEF Step 1 Step 2 Step 3 WHAT CAUGHT YOUR ATTENTION YOUR INTERPRETATION WHAT DOES THAT MEAN FOR THE PRODUCT/SERVICE • Participant’s quote/opinion • Observation • Align/mis-alignment • What do you think the participant mean by x? • Why did the participant say/do that? • Do you think this participant is a general user or an outlier? • Did you see a similarity share with other participants? • With the knowledge you just gained, are your product hypothesis still true? • How could you refine the hypotheses and product/service? • Can we retire some of the questions? • How to improve the interview process? PREPARATION | INTERVIEW | DEBRIEF
  13. 13. Don’t be afraid to make mistakes. It’s an iterative process.
  14. 14. twitter: @ihancheng wechat:IHanSolo Questions?
  15. 15. Google Design sprint quick-and-dirty A list apart interviewing-humans Austin Center for Design REFERENCE GSMA mAgri Toolkit • mobilefordevelopment/magri- design-toolkit