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context mapping:
figuring out what
you know and don’t know
of your users
aga szóstek(at)gmail.com
to design genuine experiences
the designer needs to
build empathy towards the user
Which one is the facial
and which one
the hemorrhoid crème?
	
  
Context mapping
Context mapping
Context mapping
Context mapping
Empathy is:
“our intuitive ability to identify with
other people’s thoughts and feelings –
their motivations, emotional and mental models,
values, priorities, preferences, and inner conflicts”.
Context mapping
empathy is happening in context
context is tough to understand
Context mapping
Context mapping
the importance
of carefully defining
and redefining
the context
for every
design problem
alternative stories for the context
imagining the context
from the perspective of the different users
context always has components of time and space,
whereas experience occurs in the context of time
we have a tendency to imagine
an ideal world
while the world
in not ideal at all
but it’s infinitely creative
and full of inspiration
context mapping
-  ambiguity of the phrase itself
-  traditional definition used in the domain of
contextmapping:
„context between people and products”
-  operationalized by the Aristotelian questions:
what? how? who? when? where? how long? why?...
-  the selection of the questions determines, which
aspects (beyond cognitive and physical) are
important for defining the research problem
try it out
Context mapping
emotions
environment
mood
group context
senses
place
other
objects
ritual
time of
the day
what
happened
before
what will
happen
after
how to map context?
1.  preparations
2.  sensitizing
3.  data aggregation
4.  data analysis
5.  creative workshop
example:
travelling with
small kids
-  tons of luggage
-  issues pertaining to
safety and hygiene
-  unpredictable
behaviour of kids
assumptions
sensitizing
-  preparation of a booklet where the parents could describe
and draw how travelling with kids looks like
-  questions about: how the trip went, feeding and food
aspects, contents of the luggage, division of tasks between
the parents
data aggregation
-  preparation of a
collage presenting the
collected insights,
particularly focusing
on what’s irritating
-  discussion about ideal
solutions for eating
rituals during the trips
data analysis
-  selection of interesting issues,
stories and descriptions of
critical situations in a form of
a scrapbook
-  returning to the initial
assumptions to verify them
-  categorization of the
uncovered issues through
drawings and photos
-  a bag with products taken for
the trips with labels with
inspirational quotes from the
participants
the most interesting insight
the way kids behave
in the car
and in the restaurant
what do you get out
of context mapping?
-  intensification of users’involvement
-  creation of a common language
-  looking for inspiration on different levels
-  materialization of new questions and discovery
of dead ends
-  confirmation or rejection of assumptions
regarding a given user group
how to do contextmapping?
PREPARATIONS
goal setting
-  formulation of the research goal - instead of a broad
question, such as:
having insight in the use of mobile phone to stay in touch
with the partner
the goal can be formulated as:
what is it like to be a partner who is just returning from the
long absence and what concerns, feelings and attitudes do
they have when being on the way home?
-  the product itself should not be mentioned in the goal
-  a clear goal statement is especially relevant as the resulting
data is fragmentary, multi-layered and consists of individual
stories
preliminary mapping
-  mapping knowledge and views of the experience domain
with two goals in mind:
-  reducing the risk of projecting one’s preconceptions on
the participants
-  supporting the researcher in formulating instructions and
providing a starting structure for data analysis
-  having an initial map helps to differentiate what is already
known from what was learned from the participants
participant selection
-  inviting a variety of people leads to rich and diverse
discussions
-  the background of participants influences the study
-  sessions with a few participants (2 – 4) reveals fewer stories as
there is less opportunity to reflect on each other’s experiences
-  a group of four is large enough to create a group feeling and
have discussions and six is small enough to pay attention to
every individual
-  in a group with more than six participants it becomes more
difficult to pay attention to every individual
-  doing two or more sessions reduces the possibility of group
dynamics suffering from topics only mentioned by one or a
few dominant participants
SENSITIZING
sensitizing package
-  basic principle of the exercises in the package is to let people
express memories, opinions, dreams around the central topic
of the study
-  participants receive the package about one or two weeks
before the creative session
-  small playful exercises trigger participants to reflect on their
experiences without analyzing too much
-  each exercise elicits a fresh perspective on the situation that is
explored
-  sensitizing packages are meant to stimulate reflection on the
participants’daily experiences
-  the design of the sensitizing package should be playful and
professional but also informal
-  the subject of the package is usually broader than the study
subject
-  the activities should be inspirational and provocative.
-  the package aims to stimulate participants to reflect on a daily
pattern over a few days so they slowly become aware about
their experiences
-  the package needs to include white space to write ideas and
impromptu comments.
-  working on the sensitizing packages should require no more
than five to ten minutes per day
sessions with participants
advantages disadvantages
group sessions participants can react to each other’s
experiences
a global view of the context and various
user experiences will be created
a large amount of diverse information is
generated in one session
without professional moderation, one
dominant participant can influence the
group
it is difficult, although possible to obtain
individual responses
pair sessions participants feel comfortable because they
are with a friend, spouse, etc.
participants may reveal things about each
other
the session can take place at the
participant’s home or workplace
less diversity in the total range
of participants since members of
the pair are related or acquainted
individual sessions a lot of attention and time can be devoted
to a participant and this can bring out
detailed information
the session can take place at the
participant’s home or workplace
a participant can feel inhibited, because
it may feel as if a psychologist is testing
him/her about feelings, experiences and
needs
it is more time-consuming than groups
Context mapping
Context mapping
data analysis
fixating on the data
-  documenting thoughts and remarks from the session
-  analysis of the audio and video-documentation.
-  working with transcripts to annotate the data and select
quotes
analyzing and being surprised
-  searching through the data for interesting indicators
-  all impressions and insights need to be written down
-  making notes on post-it notes facilitates their rearrangement
finding patterns
-  organizing and reorganizing the annotations and the data
-  determining recurrent and/or striking themes
-  working spatially, e.g., on a wall or large boards
-  creating overviews to show the relations between different
experiences and themes visually
communicating the results
Context mapping
Context mapping
Context mapping
references
Visser, Froukje Sleeswijk, et al. "Contextmapping: experiences from
practice." CoDesign 1.2 (2005): 119-149.
Sanders, Elizabeth B-N., and Pieter Jan Stappers. "Co-creation and the
new landscapes of design." Co-design 4.1 (2008): 5-18.
Sanders, Liz. "ON MODELING An evolving map of design practice and
design research." interactions 15.6 (2008): 13-17.
Kouprie, Merlijn, and Froukje Sleeswijk Visser. "A framework for empathy
in design: stepping into and out of the user's life." Journal of Engineering
Design 20.5 (2009): 437-448.
Sleeswijk Visser, Froukje, Remko Van der Lugt, and Pieter Jan Stappers.
"Sharing user experiences in the product innovation process:
Participatory design needs participatory communication." Creativity and
innovation management 16.1 (2007): 35-45.
IDStudioLab – studiolab.ide.tudelft.nl/studiolab/contextmapping
Contextmapping - contextmapping.nl

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Context mapping

  • 1. context mapping: figuring out what you know and don’t know of your users aga szóstek(at)gmail.com
  • 2. to design genuine experiences the designer needs to build empathy towards the user
  • 3. Which one is the facial and which one the hemorrhoid crème?  
  • 8. Empathy is: “our intuitive ability to identify with other people’s thoughts and feelings – their motivations, emotional and mental models, values, priorities, preferences, and inner conflicts”.
  • 10. empathy is happening in context
  • 11. context is tough to understand
  • 14. the importance of carefully defining and redefining the context for every design problem
  • 15. alternative stories for the context
  • 16. imagining the context from the perspective of the different users
  • 17. context always has components of time and space, whereas experience occurs in the context of time
  • 18. we have a tendency to imagine an ideal world
  • 19. while the world in not ideal at all
  • 20. but it’s infinitely creative and full of inspiration
  • 22. -  ambiguity of the phrase itself -  traditional definition used in the domain of contextmapping: „context between people and products” -  operationalized by the Aristotelian questions: what? how? who? when? where? how long? why?... -  the selection of the questions determines, which aspects (beyond cognitive and physical) are important for defining the research problem
  • 26. how to map context?
  • 27. 1.  preparations 2.  sensitizing 3.  data aggregation 4.  data analysis 5.  creative workshop
  • 29. -  tons of luggage -  issues pertaining to safety and hygiene -  unpredictable behaviour of kids assumptions
  • 30. sensitizing -  preparation of a booklet where the parents could describe and draw how travelling with kids looks like -  questions about: how the trip went, feeding and food aspects, contents of the luggage, division of tasks between the parents
  • 31. data aggregation -  preparation of a collage presenting the collected insights, particularly focusing on what’s irritating -  discussion about ideal solutions for eating rituals during the trips
  • 32. data analysis -  selection of interesting issues, stories and descriptions of critical situations in a form of a scrapbook -  returning to the initial assumptions to verify them -  categorization of the uncovered issues through drawings and photos -  a bag with products taken for the trips with labels with inspirational quotes from the participants
  • 33. the most interesting insight the way kids behave in the car and in the restaurant
  • 34. what do you get out of context mapping?
  • 35. -  intensification of users’involvement -  creation of a common language -  looking for inspiration on different levels -  materialization of new questions and discovery of dead ends -  confirmation or rejection of assumptions regarding a given user group
  • 36. how to do contextmapping?
  • 39. -  formulation of the research goal - instead of a broad question, such as: having insight in the use of mobile phone to stay in touch with the partner the goal can be formulated as: what is it like to be a partner who is just returning from the long absence and what concerns, feelings and attitudes do they have when being on the way home? -  the product itself should not be mentioned in the goal -  a clear goal statement is especially relevant as the resulting data is fragmentary, multi-layered and consists of individual stories
  • 41. -  mapping knowledge and views of the experience domain with two goals in mind: -  reducing the risk of projecting one’s preconceptions on the participants -  supporting the researcher in formulating instructions and providing a starting structure for data analysis -  having an initial map helps to differentiate what is already known from what was learned from the participants
  • 43. -  inviting a variety of people leads to rich and diverse discussions -  the background of participants influences the study -  sessions with a few participants (2 – 4) reveals fewer stories as there is less opportunity to reflect on each other’s experiences -  a group of four is large enough to create a group feeling and have discussions and six is small enough to pay attention to every individual -  in a group with more than six participants it becomes more difficult to pay attention to every individual -  doing two or more sessions reduces the possibility of group dynamics suffering from topics only mentioned by one or a few dominant participants
  • 46. -  basic principle of the exercises in the package is to let people express memories, opinions, dreams around the central topic of the study -  participants receive the package about one or two weeks before the creative session -  small playful exercises trigger participants to reflect on their experiences without analyzing too much -  each exercise elicits a fresh perspective on the situation that is explored -  sensitizing packages are meant to stimulate reflection on the participants’daily experiences
  • 47. -  the design of the sensitizing package should be playful and professional but also informal -  the subject of the package is usually broader than the study subject -  the activities should be inspirational and provocative. -  the package aims to stimulate participants to reflect on a daily pattern over a few days so they slowly become aware about their experiences -  the package needs to include white space to write ideas and impromptu comments. -  working on the sensitizing packages should require no more than five to ten minutes per day
  • 49. advantages disadvantages group sessions participants can react to each other’s experiences a global view of the context and various user experiences will be created a large amount of diverse information is generated in one session without professional moderation, one dominant participant can influence the group it is difficult, although possible to obtain individual responses pair sessions participants feel comfortable because they are with a friend, spouse, etc. participants may reveal things about each other the session can take place at the participant’s home or workplace less diversity in the total range of participants since members of the pair are related or acquainted individual sessions a lot of attention and time can be devoted to a participant and this can bring out detailed information the session can take place at the participant’s home or workplace a participant can feel inhibited, because it may feel as if a psychologist is testing him/her about feelings, experiences and needs it is more time-consuming than groups
  • 53. fixating on the data -  documenting thoughts and remarks from the session -  analysis of the audio and video-documentation. -  working with transcripts to annotate the data and select quotes
  • 54. analyzing and being surprised -  searching through the data for interesting indicators -  all impressions and insights need to be written down -  making notes on post-it notes facilitates their rearrangement
  • 55. finding patterns -  organizing and reorganizing the annotations and the data -  determining recurrent and/or striking themes -  working spatially, e.g., on a wall or large boards -  creating overviews to show the relations between different experiences and themes visually
  • 60. references Visser, Froukje Sleeswijk, et al. "Contextmapping: experiences from practice." CoDesign 1.2 (2005): 119-149. Sanders, Elizabeth B-N., and Pieter Jan Stappers. "Co-creation and the new landscapes of design." Co-design 4.1 (2008): 5-18. Sanders, Liz. "ON MODELING An evolving map of design practice and design research." interactions 15.6 (2008): 13-17. Kouprie, Merlijn, and Froukje Sleeswijk Visser. "A framework for empathy in design: stepping into and out of the user's life." Journal of Engineering Design 20.5 (2009): 437-448. Sleeswijk Visser, Froukje, Remko Van der Lugt, and Pieter Jan Stappers. "Sharing user experiences in the product innovation process: Participatory design needs participatory communication." Creativity and innovation management 16.1 (2007): 35-45. IDStudioLab – studiolab.ide.tudelft.nl/studiolab/contextmapping Contextmapping - contextmapping.nl