A presentation on doing generative research into human goals, behaviors, and values. More at YosefShuman.com

1. EXPLORING&
UNDERSTANDINGPROBLEMS
ADVENTURE IS OUT THERE!
YOSEFSHUMAN.COM

2. THE DESIGN
THINKINGPROCESS:
“REFLECTING
BRIDGE”MODEL
YOSEFSHUMAN.COM/2019/09/05/A-NEW-MODEL-FOR-THE-DESIGN-THINKING-PROCESS

3. WHYDO(GENERATIVE)RESEARCH?
To understand the goals, behaviors, challenges,
and experiences of people we design for (& with!)
As a check against our internal biases
To understand the context and connections related
to our problem space
To uncover novel opportunities and inspire
innovative solutions

4. GOALS,BEHAVIORS,BELIEFS,VALUES

5. NATHAN SHEDROFF
DIFFERENTKINDSOFVALUE

6. ALSOTHIS…
BAIN & CO.

7. DIGDEEPERWITH“5WHYS”THINKING
etc.
etc.
etc.

8. DEEPESTLEVEL: JOBSTOBEDONE
JTBD

9. or Force
WRITINGAJOBSTORY
JTBD.INFO

10. Product Service Experience
JTBD+SERVICEDESIGN

12. DEVELOPINGINTERVIEWQUESTIONS
First, spend some time figuring out what you need to know — Where are your knowledge
gaps?
Avoid leading or closed (yes/no) questions
Encourage stories (ex: “Tell me about a time when…”)
Areas you may want to explore are: Anxieties, behaviors, benefits, channels used, choices
made, features, goals, etc.
Tip: A fun interview closer is “The Magic Wand” question (ex: “If you could magically and
immediately change one thing about your experience, what would it be?”)

13. INTERVIEWTIPS&TRICKS
Start by reminding them that there are no right or wrong answers
Don’t be afraid of silence
Mirror body language
To avoid your own biased interpretations, try to take down exact quotes
Keep an eye out for their “workarounds”
Try to uncover their “Jobs To Be Done”
Be curious: Ask follow-up questions!
(“What” & “How” questions are better than “Why”)

15. TEAM PLATYPUS NYC
AFFINITYMAPPING+THEMES

16. JOURNEYMAPPING

17. CRAFTINGHMWQUESTIONS
Get Aspirational: HMW make clothes shopping the best part of your week?
Consider Emotions: HMW design a fitting room to boost your confidence?
Take it to Extremes: HMW make shopping change your life?
Question an Assumption: HMW know that clothes fit us without trying them on?
Flip a Pain Point: HMW make it effortless to get in and out of jeans?
Create an Analogy: HMW we make trying new clothes feel like a personal transformation?
Focus on an Element: HMW amplify and celebrate finding the perfect pair of jeans?
COOPER PROFESSIONAL EDUCATION
EXAMPLE INSIGHT: “SHOPPING FOR CLOTHES IS LIKE AN ARDUOUS, PAINFUL TEST OF YOUR STAMINA”

18. What are the
uncertainties or
gaps in your
knowledge?
What seems to
be the problem?
Where/How
can you best
find answers to
your questions?
1. Assume 2. Introspect 3. Strategize
RECAP:EXPLORINGPROBLEMS
Seek out,
collect, and
document
information
4. Observe
30 min 16 min (x2)

19. RECAP:UNDERSTANDINGPROBLEMS
What patterns
are emerging?
What did you
see and hear?
What was
surprising?
What tensions
exist?
What
opportunities
exist for
growth?
1. Reflect 2. Theme 3. Insight 4. How Might We?
30 min + lunch

20. LET’S JAM!!