Now What? Research Insights

Well, We’ve Done All This Research, Now What?
1
Steve Portigal
@steveportigal

Click Today
to edit Master title style
Introduction 9:00 – 9:20
Observation Exercise 9:20 – 10:00
Synthesis 10:00 – 10:50
Break 10:50 – 11:10
Ideation 11:10 – 11:50
Share 11:50 – 12:25
Prioritization 12:25 – 12:35
Q&A + Wrap-up 12:35 – 13:00
Well, We’ve Done All This Research, Now What? ‹#› Portigal

Click Available to edit at Master the registration title style
table
Resources, presentations and to purchase
http://rosenfeldmedia.com/books/interviewing-users/
•

Click Use fieldwork to edit Master throughout title style
the development cycle
Take a fresh
look at people Use existing ideas
What to
make or do
as hypotheses
Refine &
prototype
Launch
Iterate & improve
Explore new
ideas

FColicr ks otom eed oitf Musa:s vteerr yti tvlee rsyt yblreief introductions
Your name!
Your organization!
Where you are
based!
How experienced are you in doing
research with users?

Click to edit Master title style
Development
Synthesis & ideation process
Synthesis
Ideation
Fieldwork

Observation Exercise

Exercise: Click to edit Explore Master and title Observe
style
Your mission: Imagine you are
working on a project for Gentrific8,
looking for inspiration for
redevelopment of The City of
Brussels (especially this
neighbourhood)
Explore In groups of 2 – 3
• Do it out loud!
• Capture (photos, notes)
• What, who, where, when, why,
how?
• People, interactions, environments
• Functionality but also meaning
This is not a design audit of signage
or merchandise displays

COlbicske rtovi negdit Master title style
Notice what… people,
places
Notice how… processes,
sequences, interactions
Suspend your point of view
Avoid conclusions
Allow confusion
Do it “out loud” Steve, practicing his “noticing.” You can tell
because he looks like he may be a little
confused.

Cultural Click to edit context
Master title style
You’re observing people within
their culture. Notice how cultural
artifacts reflect and define the
environment; and reveal what is
“normal”
Normal isn’t “right or wrong” – it’s
the set of background rules that
define much of what people
choose or ignore
Media
Products
Advertisements
Street Culture
Trends/ Fads
What are they selling?

Cluicltku rtaol ecdoint tMexatster title style

Exercise: Click to edit Explore!
Master title style
We resume
at 10:00!

Synthesis: From data to insights
10:00 – 10:50

Detailed
solutions
Ideation
Strategies Solutions
Synthesis & ideation process
Synthesis
Insights Opportunities
Analysis

Why Click a to process?
edit Master title style
Fieldwork
Development
Synthesis
Ideation

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CDlTicDkT t:o A endaitl yMsiass vtesr. Stitylen tshteysleis
Analysis
Break large piece(s) into smaller
ones in order to make sense
e.g., interviews, transcripts into anecdotes, stories

Combining multiple pieces into something new
e.g., developing themes, implications, opportunities
Synthesis
Analysis

The process gradually moves from one to the other
Synthesis
Analysis

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Synthesis
Analysis

Click More to narratively, edit Master what title is style
synthesis?
Sense-making through an iterative
process of refining gathered data
Early, Informal data in your head
First, process the experience you
had collecting data
• Refer to debriefs and conversations
• Articulate and identify themes
• Outcome: Topline Report
Process-based, Formal heavy lifting
Then, process the data itself
• Individual and group analysis
• Pattern-identification, clustering,
models, frameworks
• Outcome: Opportunities
Review, Refine, Rinse, Repeat

In-Click field to debriefing
Synthesis naturally begins in
the field
• Resist meaning (for now)
• Focus on observations
• Get the detail
Create time to talk after each
fieldwork experience
• Worksheet to facilitate the
debrief
Write up real-time summaries for
the team, ASAP
Fieldwork highlights captured in the wild.

Early, Click to informal edit Master synthesis title style
(data in your head)
After fieldwork, collate reflections
and quickly externalize a starter set
of 5 to 10 thematic areas based on
• Pre-identified areas of inquiry
•Refer to debriefs and
conversations from the field
•New patterns that we observed
Identify interesting areas;
acknowledge that you don’t
understand details yet, identify
questions
Outcome: Topline Report
All right researchers… what did you see?

Click The Topline to edit Master Report
title style
This sheds light on what excites the team and the stakeholders and
brings focus to the next stage of synthesis

Click Process-to edit based, Master formal title synthesis style
(heavy lifting)
Go back through your raw data
very closely to move beyond the
Topline Report
Individually (heads-down) and
collaboratively (heads-up) develop
clusters, identify patterns, collate
and refine findings
• Process maps, eco-systems
• Frameworks, models
• Design implications
i.e.: What did other public announcements in
the study look like? What are the layers of
information and cultural context? What form
factors are favored? Why?

Click Individual to edit analysis Master (not title today)
style
Heads down!
• Video
• Photos, field artifacts
• Transcripts
• DV→MP3→FTP→.docx
Transcript analysis
• Make marginal notes on
patterns, quotes, or what
seems interesting
• Ask yourself questions; give
labels; propose solutions
• Don’t worry about
implications, be descriptive
and reactive

Click Individual to edit analysis Master (not title today)
style
If you can’t get transcripts, watch
video/listen to audio (even sped-up)
and in near real-time jot
down the rough narrative of the
session
• When you make an observation
in your own voice, do something
typographic to call it out (ALL
CAPS, highlight, etc.)

Collaborative Click to edit Master analysis
title style
Heads up!
Present each interview (etc.) as
a case study. Introduce each,
and pick out the provocative
highlights.
Voice and document reactions,
a-has, support and questions
• Clustering with stickies
• White-board notes
Develop a new shared point-of-view,
beyond “findings”

Sticky Click to work
Easy to scan for patterns and relationships
Play with data by rearranging individual elements
Lo-fi way to makes data tangible, visible, and
sharable

As you are telling stories, quickly
get the key points (notes, themes,
observations, quotes) up
• Code with the source (interview
name, etc.)
Separate what was observed from
what you think it means
Write big and try to code visually
(e.g. colored dots, colored post-its,
symbols)

Group stuff
Be opportunistic, using whatever
makes sense at first
• You may want to re-use your topline
headings or you may want to be fresh
• Initial groupings may be “All things
related to shopping” or “what people
are doing” or “what people are
feeling” or “pain points”

SCtlicky t ow eodrkit Master title style
Re-group stuff
Now, go back and re-group at a
higher level
• What it means
• What people are trying to accomplish
(i.e., needs/motivations/goals)

Name your groups
These themes are the points
of view you will carry forward
• Individual stickies are
supporting evidence you can
return to

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The 2 x 2
Relationship
to other data
Timeline
Frequency

Click More to individual edit Master analysis title style
(not today)
Spreadsheet analysis enables immersive refinement of data
Play with data by generating alternate views of the dataset
• Rewrite each sticky in a cell (adding commentary, explanation, context, quote)
• Processing each entry allows further synthesis and thought
Tag each comment with
person, segment, market etc.
to allow you to manipulate data
Categories of
columns will
vary by project
Comment
comes from
rewritten sticky

Keep the human touch in
communication
Allow people to move
seamlessly between places
Allow people to integrate
seamlessly across different
devices and systems
Developing opportunities
Opportunities are not
• A reporting of “interesting findings”
• A list of solutions
Opportunities are
• Change we can envision based on
what we heard and observed
• About people
• In the context of, but reframing the
business questions
• Generative, inviting many
solutions
What should we do?

Summary Click to edit of Master analthesis title activities
style
Topline
Collaborative Opportunities
Analysis
communication
devices and systems
Externalize the data
in your head
Individual
Analysis
Individual
Analysis
The heavy lifting Play with individual
data elements
Play with the entire
data set
Determine generative
directions

Click Exercise: to edit Develop Master a title topline style
(10 minutes)
In groups, identify 3-5 themes
• Areas or topics where you have data
• Patterns, issues, surprises
• Don’t fuss over exact wording
Quickly review what you saw in your
homework. Resist the urge to move
too far towards conclusions
• Don’t refer to notes or photos yet
• Set your pre-existing hypotheses aside
All right researchers… what did you see?

Click Exercise: to edit Develop Master findings title style
(10 minutes)
Pick your strongest themes and state
the problem, articulating your point
of view
• Move from There’s a lot of choices to
Overwhelming choices stop people from
quickly finding a transit solution
Evolve your “Topline Report” by
fleshing out and enriching themes
• Write your themes and put them up
• Leave space for new ones
• Now (!) tell stories from the field (from
your neighborhood and today), using
photos, notes and memory

Click Exercise: to edit State Master opportunities title style
(10 minutes)
Build on your findings
• Start each opportunity with a verb
Opportunities are not
• A reporting of “interesting findings”
• A list of solutions
Opportunities are
• Change we can envision based on
what we heard and observed
• About people
• Generative, not specific, inviting many
solutions
• In the context of but reframing the
business questions
communication
devices and systems
What should we do?

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Ideation: From insights to solutions
11:10 – 11:50

Ideation Click to edit questions
Master title style
A simple step moves you from
Opportunities to Ideation
Questions, reframing them
into actionable language
How might we
keep the human touch in
communication
allow people to move
allow people to integrate
devices and systems
Ideate!
How might we
How might we

Click Scope to of edit solutions
Master title style
Solutions exist across many
different business areas
Functionality
Visual design
Marketing
Architecture
Public Services
Partnerships
Events
Software
Form factor
Packaging
Policy
Retail design
Even if you are unlikely to impact
certain business areas, it’s crucial
that you set that constraint aside
for ideation
How many business and civic areas to impact
can you spot in this picture?

Developing Click to edit strategies
Master title style
Responses to any ideation question can lead in different strategic directions
Finding: Students have to smoke outside, but they get cold and wet
Opportunity: Improve the experience of students who smoke
Ideation Question: How might we improve the experience of students
who smoke?
Support underlying needs
and behavior by embracing
the finding
Create a protected
environment for smoking
Question needs and
behavior, seek change by
challenging the finding
Eliminate smoking

Strategies Click to edit can Master inspire title solutions
style
who smoke?
Strategies
Eliminate smoking
Solutions
Create a protected
Facilities
Build a
pavilion
Admin
Allocate
interior
room
Partners
Align with
nearby
cafe
Online
Smoking
cessation
games
Admin
Ban
smoking
Partners
Stop
smoking
coaches

Solutions Click to edit can Master suggest title strategies
style
who smoke?
Create a protected
Strategies
Eliminate smoking
Admin
Allocate
interior
room
Admin
Ban
smoking
Solutions

Collaborative Click to edit Master generation
title style
This is a collective, out-loud activity!
Talk, listen, build on each other’s
ideas
• Don’t worry about a “bad” idea… it
may lead to a “good” idea
Don’t correct; generate alternatives
• “Yes, and…”
This is a visual activity! Sketch,
draw…
• Quantity over quality; go quickly
Individual ideas matter less than
what the collective produces overall
How can a sour lemon help keep things working
smoothly?

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Come up with bad ideas
• Immoral
• Dangerous
• Bad for business

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Time
Pace of idea
generation
Addressing
needs with
low-hanging
fruit

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Time
Pace of idea
generation
Addressing
needs with
low-hanging
fruit
Innovative
Breakthrough
Wacky

Summary Click to edit of Master ideation title exercises
style
Questions Business Areas Ideation and Sharing
How might we
keep the human touch
in communication
seamlessly between
places
allow people to
integrate seamlessly
across different devices
and systems
Ideate!
How might we
How might we
Shift to “How
might we…?”
Figure out where
we can play
Remember, “Yes, and…”

Click Exercise: to edit Ideation Master questions
title style
Apply How might we…?
to each of your Opportunities
How might we
keep the human touch in
communication
allow people to integrate
devices and systems
Ideate!
How might we
How might we

Click Exercise: to edit Business Master areas
title style
Let’s collectively list possible
business areas to design for
• Think about whatever Gentrific8 could do
or affect
Use this list as a starting point
Functionality
Visual design
Marketing
Architecture
Public Services
Partnerships
Events
Software
Form factor
Packaging
Policy
Retail design
Incentives
How many business and civic areas to impact
can you spot in this picture?

Exercise: Click to edit Ideation
Master title style
Use your ideation questions to
generate strategies and solutions
• Out loud
• Visual
• Collaborative
Consider the range of possible
business areas
Bounce back and forth between
generating strategies and
solutions
Most ideas will not turn out to be
winners; the goal is to practice
connecting research data to
solutions
Apply lemon as needed.
Don’t forget your second wind

Exercise: Click to edit Share
Master title style
Quickly align on your team’s best
ideas and message
Choose a messenger
The wise team will choose a bold, expressive
spokesperson

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Color indicates voting winner
Ranking factors may even
include how clear the idea is

Wrap Up
12:35 – 13:00

Development
How experts use frameworks
Synthesis
Ideation
Fieldwork

TCalickke atow aeydsit Master title style
What did you get out of this workshop?
How will you apply it?

Thank you!
Portigal Consulting
www.portigal.com
@steveportigal
steve@portigal.com
+1-415-894-2001

Now What? Research Insights

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