This is a more wordy presentation based on older but useful content around design research methods.It's not so much about how one should collect this information as much as how to make use of it to develop design insights.

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

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

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

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

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

44. Protocol: The Journey User Observation | Design Methods 06/01/09 Areas of focus Source: Chris Bernard, Institute of Design

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

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

64. Summary