We’ve done all this research, now what?
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One of the most persistent factors limiting the impact of user research in business is that projects often stop with a catalog of findings and implications rather than generating opportunities that directly enable the findings. We’ve long heard the lament, “Well, we got this report, and it just sat there. We didn’t know what to do with it.” But design research (or ethnography, or user research, or whatever the term du jour may be) has also become standard practice, as opposed to something exceptional or innovative. That means that designers are increasingly involved in using contextual research to inform their design work. Ongoing acceptance of user research has increased the ranks of designers and others who feel comfortable conducting research. But analysis and synthesis is a more slippery skill set, and we see how easy it is for teams to ignore (more out of frustration than anything malicious) data that doesn’t immediately seem actionable. This workshop gives people the tools to take control over synthesis and ideation themselves by breaking it down into a manageable framework and process. In this session, you'll: Collaborate in teams to experience an effective framework for synthesizing raw field data. Gain perspective on the difference between surface observations and deeper, interpreted insights. Learn how to move from data to insights to opportunities. Get techniques for generating ideas and strategies across a broad scope of business and design concerns. Focus on individual and group analysis to create a top-line report. Brainstorm on patterns, cluster analysis, and diagrams to rethink problems. Prioritize findings and create new opportunities.
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We’ve done all this research, now what?
- 1. 1 We’ve Done All This Research, Now What? Steve Portigal @steveportigal
- 2. We’ve Done All This Research, Now What? 2 Click to edit Master title style Welcome 1:30 – 1:40 Observation Exercise 1:40 – 2:15 Synthesis 2:15 – 3:00 Break 3:00 – 3:15 Ideation 3:15 – 4:00 Share 4:00 – 4:15 Q&A + Wrap-up 4:15 – 4:30 Today
- 3. We’ve Done All This Research, Now What? 3 Click to edit Master title style Interviewing Users (and resources) rosenfeldmedia.com/books/interviewing-users/ Interviews with in-house user research leaders portigal.com/podcast/ Doorbells, Danger, and Dead Batteries rosenfeldmedia.com/books/user-research-war-stories/
- 4. We’ve Done All This Research, Now What? 4 Click to edit Master title style Development Synthesis Ideation Fieldwork Synthesis & ideation process
- 5. We’ve Done All This Research, Now What? 5 Click to edit Master title style Observation Exercise
- 6. We’ve Done All This Research, Now What? 6 Click to edit Master title style Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for redevelopment of downtown Denver (especially 16th Street and Convention Center) 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 Exercise: Explore and Observe Billy Hathorn The Erica Chang
- 7. We’ve Done All This Research, Now What? 7 Click to edit Master title styleObserving 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.
- 8. We’ve Done All This Research, Now What? 8 Click to edit Master title styleObservations: What To Look For Environment • How do they use the environment? Where within the space do they go? Where do they not go? • When do they leave? Although you aren’t with them, what do you think they are going to go do now? Interactions • Who do they interact with? Include eye contact, gestural, verbal. • How long? What is their affect? • What are the roles people in a group are taking? Objects • What do they use? • What do they make use of that’s already in the environment? • What seems to be working well, what seems to be challenging?
- 9. We’ve Done All This Research, Now What? 9 Click to edit 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 Cultural context What are they selling?
- 10. We’ve Done All This Research, Now What? 10 Click to edit Master title styleCultural context
- 11. We’ve Done All This Research, Now What? 11 Click to edit Master title styleCultural context
- 12. We’ve Done All This Research, Now What? 12 Click to edit Master title styleCultural context
- 13. We’ve Done All This Research, Now What? 13 Click to edit Master title style Your mission: Imagine you are working on a project for Gentrific8, looking for inspiration for redevelopment of downtown Denver (especially 16th Street and Convention Center) 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 Exercise: Be Back at 2:15 Billy Hathorn The Erica Chang
- 14. We’ve Done All This Research, Now What? 14 Click to edit Master title style Synthesis: From data to insights 2:15 to 3:00
- 15. We’ve Done All This Research, Now What? 15 Click to edit Master title style Detailed solutions SolutionsStrategies Insights Opportunities Analysis Synthesis Ideation Synthesis & ideation process
- 16. We’ve Done All This Research, Now What? 16 Click to edit Master title style Fieldwork Development Synthesis Ideation Why a process?
- 17. We’ve Done All This Research, Now What? 17 Click to edit Master title styleAvoid jumping to conclusions
- 18. We’ve Done All This Research, Now What? 18 Click to edit Master title styleAnalysis vs. Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
- 19. We’ve Done All This Research, Now What? 19 Click to edit Master title styleAnalysis vs. Synthesis Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
- 20. We’ve Done All This Research, Now What? 20 Click to edit Master title styleAnalysis vs. Synthesis Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories The process gradually moves from one to the other
- 21. We’ve Done All This Research, Now What? 21 Click to edit Master title styleAnalthesis???? Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
- 22. We’ve Done All This Research, Now What? 22 Click to edit Master title style 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 More narratively, what is synthesis? Review, Refine, Rinse, Repeat
- 23. We’ve Done All This Research, Now What? 23 Click to edit Master title style 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 In-field debriefing
- 24. We’ve Done All This Research, Now What? 24 Click to edit Master title style 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? Early, informal synthesis (data in your head)
- 25. We’ve Done All This Research, Now What? 25 Click to edit Master title style This sheds light on what excites the team and the stakeholders and brings focus to the next stage of synthesis The Topline Report
- 26. We’ve Done All This Research, Now What? 26 Click to edit Master title style 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? Process-based, formal synthesis (heavy lifting)
- 27. We’ve Done All This Research, Now What? 27 Click to edit Master title 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 Individual analysis (not today)
- 28. We’ve Done All This Research, Now What? 28 Click to edit Master title 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.) Individual analysis (not today)
- 29. We’ve Done All This Research, Now What? 29 Click to edit Master 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” Collaborative analysis
- 30. We’ve Done All This Research, Now What? 30 Click to edit Master title style Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems 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 Developing opportunities What should we do?
- 31. We’ve Done All This Research, Now What? 31 Click to edit Master title style Topline summary: Identify 3-5 themes • Areas or topics where you have data • Patterns, issues, surprises • Don’t fuss over exact wording Findings: Pick strongest themes and state the situation, articulating your point of view • Move from There’s a lot of choices to Overwhelming choices stop people from quickly finding a transit solution Opportunities: How things could be different, for people • Start with a verb • Not a list of solutions Analysis and Synthesis Exercise (3 steps –til 3:00) All right researchers… what did you see?
- 32. We’ve Done All This Research, Now What? 32 Click to edit Master title style 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 Reminder: Opportunities What should we do? Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems What should we do? Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems
- 33. We’ve Done All This Research, Now What? 33 Click to edit Master title styleBreak! (15 minutes)
- 34. We’ve Done All This Research, Now What? 34 Click to edit Master title style Ideation: From insights to solutions 3:15 – 4:00
- 35. We’ve Done All This Research, Now What? 35 Click to edit Master title style A simple step moves you from Opportunities to Ideation Questions, reframing them into actionable language How might we Ideate! keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How might we How might we Ideation questions – How Might We
- 36. We’ve Done All This Research, Now What? 36 Click to edit 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 Scope of solutions How many business and civic areas to impact can you spot in this picture?
- 37. We’ve Done All This Research, Now What? 37 Click to edit 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? Developing strategies Create a protected environment for smoking Support underlying needs and behavior by embracing the finding Eliminate smoking Question needs and behavior, seek change by challenging the finding
- 38. We’ve Done All This Research, Now What? 38 Click to edit Master title style 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? Strategies Solutions Strategies can inspire solutions Create a protected environment for smoking Facilities Build a pavilion Admin Allocate interior room Partners Align with nearby cafe Eliminate smoking Online Smoking cessation games Admin Ban smoking Partners Stop smoking coaches
- 39. We’ve Done All This Research, Now What? 39 Click to edit Master title style 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? Solutions can suggest strategies Create a protected environment for smoking Eliminate smoking Admin Allocate interior room Admin Ban smoking Strategies Solutions
- 40. We’ve Done All This Research, Now What? 40 Click to edit Master title styleOther strategies The carrot (a financial reward for behavior we want to encourage) The stick (a financial cost for behavior we want to discourage) Make a new behavior acceptable by concealing it Make a new behavior acceptable by enabling everyone to participate Make a new behavior acceptable by masking it to look like an existing activity
- 41. We’ve Done All This Research, Now What? 41 Click to edit Master 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? Collaborative generation
- 42. We’ve Done All This Research, Now What? 42 Click to edit Master title styleStuck? Come up with bad ideas • Immoral • Dangerous • Bad for business
- 43. We’ve Done All This Research, Now What? 43 Click to edit Master title styleStuck? Come up with bad ideas • Immoral • Dangerous • Bad for business
- 44. We’ve Done All This Research, Now What? 44 Click to edit Master title styleThe ideation process Time Pace of idea generation Addressing needs with low-hanging fruit
- 45. We’ve Done All This Research, Now What? 45 Click to edit Master title styleDon’t forget your second wind Time Pace of idea generation Addressing needs with low-hanging fruit Innovative Breakthrough Wacky
- 46. We’ve Done All This Research, Now What? 46 Click to edit Master title style Questions Business Areas Ideation and Sharing How might we Ideate! keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How might we How might we Summary of ideation exercises Shift to “How might we…?” Figure out where we can play Remember, “Yes, and…”
- 47. We’ve Done All This Research, Now What? 47 Click to edit Master title style Apply How might we…? to each of your Opportunities How might we Ideate! keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How might we How might we Exercise: Ideation questions
- 48. We’ve Done All This Research, Now What? 48 Click to edit Master 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 Exercise: Business areas How many business and civic areas to impact can you spot in this picture?
- 49. We’ve Done All This Research, Now What? 49 Click to edit 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 Exercise: Ideation (until 4:00) Apply lemon as needed. Don’t forget your second wind
- 50. We’ve Done All This Research, Now What? 50 Click to edit Master title styleExercise: Pitch it back! (4:00 to 4:15)
- 51. We’ve Done All This Research, Now What? 51 Click to edit Master title style Wrap Up
- 52. We’ve Done All This Research, Now What? 52 Click to edit Master title styleTakeaways What did you get out of this workshop? How will you apply it?
- 53. We’ve Done All This Research, Now What? 53 Click to edit Master title style Portigal Consulting www.portigal.com @steveportigal steve@portigal.com +1-415-894-2001 Thank you!
- 54. We’ve Done All This Research, Now What? 54 Click to edit Master title style Appendix
- 55. We’ve Done All This Research, Now What? 55 Click to edit Master title stylePrioritization
- 56. We’ve Done All This Research, Now What? 56 Click to edit Master title styleBig group voting
- 57. We’ve Done All This Research, Now What? 57 Click to edit Master title styleSmall group ranking…and reconciliation Color indicates voting winner Ranking factors may even include how clear the idea is
- 58. We’ve Done All This Research, Now What? 58 Click to edit Master title style Easy to scan for patterns and relationships Play with data by rearranging individual elements Lo-fi way to makes data tangible, visible, and sharable Sticky work
- 59. We’ve Done All This Research, Now What? 59 Click to edit Master title style 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) Sticky work
- 60. We’ve Done All This Research, Now What? 60 Click to edit Master title style 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” Sticky work
- 61. We’ve Done All This Research, Now What? 61 Click to edit Master title styleSticky work 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)
- 62. We’ve Done All This Research, Now What? 62 Click to edit Master title style Name your groups These themes are the points of view you will carry forward • Individual stickies are supporting evidence you can return to Sticky work
- 63. We’ve Done All This Research, Now What? 63 Click to edit Master title stylePlay with possible models and frameworks The 2 x 2 Relationship to other data Timeline Frequency
- 64. We’ve Done All This Research, Now What? 64 Click to edit Master title style 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 More individual analysis (not today) 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