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User Observation Design insights through watching Chris Bernard, User Experience Evangelist, Microsoft How can user observation help you be more insightful. What techniques can be used for this. This presentation covers methods used at the Institute of Design and with a class project that was done for Bose. February 2008
Topics for discussion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09
Our goals for today’s session ,[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09
Design methods defined ,[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Design methods encompass a broad area that focuses on: ,[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Design methods encompass a broad area that focuses on: ,[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Design methods encompass a broad area that focuses on: ,[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Design methods encompass a broad area that focuses on: ,[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Design methods encompass a broad area that focuses on: ,[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Design methods encompass a broad area that focuses on: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Nate Burgos and Adam Kallish, WikiPedia
Incremental innovation ,[object Object],[object Object],User Observation | Design Methods 06/01/09
Breakthrough innovation ,[object Object],[object Object],User Observation | Design Methods 06/01/09
Disruptive innovations ,[object Object],User Observation | Design Methods 06/01/09 Source: Doblin Group
What is a ‘typical’ design method process? User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
The process is iterative User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
… And typically uses a toolkit-based approach User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
A focus on knowing users User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
How a toolkit is applied: Knowing users User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design Frameworks can be used to sort, massage and prioritize data
POEMS Framework ,[object Object],User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
POEMS Framework ,[object Object],User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
Insights and needs to  patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Insights and needs to  patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Insights and needs to  patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Insights and needs to  patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
Patterns to  criteria User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
From criteria to  concepts User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
From criteria to  concepts  (Let’s not move too fast) User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
How can we make it relevant to what we do? User Observation | Design Methods 06/01/09 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Design methods can be used to augment our traditional requirements definition in a more meaningful way and provide traceability and validation for design decisions that is more accurate than JRDs and stakeholder interviews User Observation | Design Methods 06/01/09 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Design methods can also be used to figure out the  what  and not just the  how  of solving a problem User Observation | Design Methods 06/01/09 Case Study for Bose: Enhancing the buying experience for  the Personal Amplification System Source: Chris Bernard, Institute of Design
Project topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Public Address or PA speakers Source: Chris Bernard, Institute of Design
How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Instrument Amplifiers Source: Chris Bernard, Institute of Design
How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Monitors or Wedge Speakers Source: Chris Bernard, Institute of Design
How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Mixing Board Source: Chris Bernard, Institute of Design
How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design 1 2 3
How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design 1 2 3
Protocol: Plan User Observation | Design Methods 06/01/09 Information about the consumer electronics industry and “music-based” products. BOSE Bose background information PAS Musicians’ experience with BOSE and PAS; strengths and weaknesses of PAS; purchasing What do we know about musicians? Apple store; B&O store; ABT store; Bose experience; purchasing experience; set-up experience; performing experience; experience with other musical products What is important to musicians? How can we better sell the Personal Amplification System to musicians? Phase 1  - Secondary Research Phase 2  - Primary Research Secondary Research Phase 3  - Analysis Phase 4  - Synthesis Recommendations Source: Chris Bernard, Institute of Design
Protocol: Methods & analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Protocol: The Journey User Observation | Design Methods 06/01/09 Areas of focus Source: Chris Bernard, Institute of Design
Themes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria Worship your hero People buy gear because their heros or performers they like use it. If they are a 'purist' they may reject the Bose approach outright. Connection musicians to more musicians Make this product what your 'hero' uses.   Some of this gear is old so they go on eBay to get it. Adoption of the PAS may depend on age and technographic. Flexibility, you can mimic all of your 'heros.' Make it easier to worship.   This is stuff buy and don't rent.     Back to basics.   There is new technology that can mimic the sound of 'classic' equipment. Like the Line 6 PodXT and the Varilex Guitars.      
Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria This isn't art, it's my job (Cynical professional or Institutional User) People play in churches Some people want it cheap. Money matters. Simplicity on the equipment site/easy setup Develop your audience   People play in schools Comes apart without tools Portable     The PAS would be considerably easier for a new beginner.   Connect audience to musicians     Difference practice and performance environment.   Flexibility     People play Gospel      
Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria This isn't art, it's my job  Some people play multiple venues Comes apart without any tools Sound quality, clarity Music sponsorship   Some people play multiple music genres The artists are not in control of the traditional set up Simplicity on the equipment side/easy set-up Jam session in retail environment   The PAS would be considerable easier to set up for a show for a beginner And big starts won't use it. Portable Focus general business musicians   Musicians and audience hear two different sounds. One system for electric and acoustic guitars. Connecting musicians     Doesn't take up a lot of space.   Connecting audience to musicians     You can play it quiet.   Connecting musicians and audience     New tech that mimic classic sound.   Audiovisual consistency/Eys and ears and harmony         Existing equipment can be too loud, vicious cycle.  
Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria Extreme hobbyist People play multiple music genres Some people are more about the technology than the music Connecting musicians Endorsement by the "Heros."   New technology Some people want it cheap -money matter. Flexibility Underlying tactic/Work of mouth   Sometimes you want to mess with your gear, sometimes you want to Play! One system for electronic and acoustic guitars Simplicity on the equipment side/easy set-up Jam session in specific retail environment.   Most people own as opposed to renting Comes apart without any tools       People purchase equipment on ebay and guitar center.         You can play it quiet         New technology that can mimic classic sound         Musicians like to play around with equipment in the purchase environment      
Who decides how the sound is? ,[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Who decides how the sound is? ,[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
What is important to musicians? ,[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
What is important to musicians? ,[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Current retail channel ,[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Where is the Bose amplifier? User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Where is the Bose amplifier? User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Recommendations ,[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Set up demo areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Subsidize a practice environment ,[object Object],User Observation | Design Methods 06/01/09 “ If one of the bands has equipment they are willing to share with the rest of the bands, they leave it in the practice room. In exchange for letting us use their equipment, they pay a smaller portion of the rent.” Jenny Choi & Phillip Stone of Sanawan Source: Chris Bernard, Institute of Design
Sell product on eBay ,[object Object],User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
Redefine your market ,[object Object],[object Object],[object Object],Source: Chris Bernard, Institute of Design
Redefine your market ,[object Object],[object Object],Source: Chris Bernard, Institute of Design
Suggestions for how to redefine the target market: ,[object Object],[object Object],[object Object],Source: Chris Bernard, Institute of Design
Summary
Design methods summary ,[object Object],User Observation | Design Methods 06/01/09
Design methods summary ,[object Object],[object Object],User Observation | Design Methods 06/01/09
Design methods summary ,[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09
So, how much does it cost? ,[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09
What’s the skill set? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09
Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Observation | Design Methods 06/01/09

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User Observation

  • 1. User Observation Design insights through watching Chris Bernard, User Experience Evangelist, Microsoft How can user observation help you be more insightful. What techniques can be used for this. This presentation covers methods used at the Institute of Design and with a class project that was done for Bose. February 2008
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  • 14. What is a ‘typical’ design method process? User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
  • 15. The process is iterative User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
  • 16. … And typically uses a toolkit-based approach User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
  • 17. A focus on knowing users User Observation | Design Methods 06/01/09 Source: Vijay Kumar, Institute of Design
  • 18. How a toolkit is applied: Knowing users User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 19. Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 20. Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 21. Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 22. Collecting data around insights and needs User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design Frameworks can be used to sort, massage and prioritize data
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  • 25. Insights and needs to patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 26. Insights and needs to patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 27. Insights and needs to patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 28. Insights and needs to patterns User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 29. Patterns to criteria User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 30. From criteria to concepts User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
  • 31. From criteria to concepts (Let’s not move too fast) User Observation | Design Methods 06/01/09 Source: Vijay Kumar & Patrick Whitney, Institute of Design
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  • 34. Design methods can also be used to figure out the what and not just the how of solving a problem User Observation | Design Methods 06/01/09 Case Study for Bose: Enhancing the buying experience for the Personal Amplification System Source: Chris Bernard, Institute of Design
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  • 36. How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Public Address or PA speakers Source: Chris Bernard, Institute of Design
  • 37. How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Instrument Amplifiers Source: Chris Bernard, Institute of Design
  • 38. How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Monitors or Wedge Speakers Source: Chris Bernard, Institute of Design
  • 39. How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Mixing Board Source: Chris Bernard, Institute of Design
  • 40. How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design 1 2 3
  • 41. How the Bose personal amplification system differs from traditional amplification User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design 1 2 3
  • 42. Protocol: Plan User Observation | Design Methods 06/01/09 Information about the consumer electronics industry and “music-based” products. BOSE Bose background information PAS Musicians’ experience with BOSE and PAS; strengths and weaknesses of PAS; purchasing What do we know about musicians? Apple store; B&O store; ABT store; Bose experience; purchasing experience; set-up experience; performing experience; experience with other musical products What is important to musicians? How can we better sell the Personal Amplification System to musicians? Phase 1 - Secondary Research Phase 2 - Primary Research Secondary Research Phase 3 - Analysis Phase 4 - Synthesis Recommendations Source: Chris Bernard, Institute of Design
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  • 44. Protocol: The Journey User Observation | Design Methods 06/01/09 Areas of focus Source: Chris Bernard, Institute of Design
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  • 46. Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria Worship your hero People buy gear because their heros or performers they like use it. If they are a 'purist' they may reject the Bose approach outright. Connection musicians to more musicians Make this product what your 'hero' uses.   Some of this gear is old so they go on eBay to get it. Adoption of the PAS may depend on age and technographic. Flexibility, you can mimic all of your 'heros.' Make it easier to worship.   This is stuff buy and don't rent.     Back to basics.   There is new technology that can mimic the sound of 'classic' equipment. Like the Line 6 PodXT and the Varilex Guitars.      
  • 47. Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria This isn't art, it's my job (Cynical professional or Institutional User) People play in churches Some people want it cheap. Money matters. Simplicity on the equipment site/easy setup Develop your audience   People play in schools Comes apart without tools Portable     The PAS would be considerably easier for a new beginner.   Connect audience to musicians     Difference practice and performance environment.   Flexibility     People play Gospel      
  • 48. Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria This isn't art, it's my job Some people play multiple venues Comes apart without any tools Sound quality, clarity Music sponsorship   Some people play multiple music genres The artists are not in control of the traditional set up Simplicity on the equipment side/easy set-up Jam session in retail environment   The PAS would be considerable easier to set up for a show for a beginner And big starts won't use it. Portable Focus general business musicians   Musicians and audience hear two different sounds. One system for electric and acoustic guitars. Connecting musicians     Doesn't take up a lot of space.   Connecting audience to musicians     You can play it quiet.   Connecting musicians and audience     New tech that mimic classic sound.   Audiovisual consistency/Eys and ears and harmony         Existing equipment can be too loud, vicious cycle.  
  • 49. Themes User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design Key Metaphor Observation Judgments Value Concept or Criteria Extreme hobbyist People play multiple music genres Some people are more about the technology than the music Connecting musicians Endorsement by the "Heros."   New technology Some people want it cheap -money matter. Flexibility Underlying tactic/Work of mouth   Sometimes you want to mess with your gear, sometimes you want to Play! One system for electronic and acoustic guitars Simplicity on the equipment side/easy set-up Jam session in specific retail environment.   Most people own as opposed to renting Comes apart without any tools       People purchase equipment on ebay and guitar center.         You can play it quiet         New technology that can mimic classic sound         Musicians like to play around with equipment in the purchase environment      
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  • 55. Where is the Bose amplifier? User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
  • 56. Where is the Bose amplifier? User Observation | Design Methods 06/01/09 Source: Chris Bernard, Institute of Design
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