1. User Research for Product Innovation 用户研究 与产品设计创新 prepared by benny ding leong . Asian Lifestyle Design Research Lab (ALDL ) School of Design . H.K. Polytechnic University 11 . 05. 2008
2. Content 內容 : I Know why III IV Know how Sample cases 如何 ? 为 何 ? Know what II 何 为 ? 案例
5. 消费者与生产的关系在剧变中… .. Dramatic changes are going on today in the relationship between producers/service providers and consumers.
6. 随着博客、播客的兴起和互联网 络的联通… .. with the up-rise of blogging, podcasting and networking in the Internet….. Consumers now have access to: • more information new products & services (e.g. from producers & other consumers) • a full range of alternative products/ services
8. 消费者 Consumer 公司 Company Company 公司 旧范式 old paradigm 新范式 new paradigm Consumer 消费者
9. 例如 : 渐冒起於新媒体的“用户创 制内容” 现已对传统广播业造成 了极大的影响…… For example, ‘User-generated Content’ as an emerging paradigm shift started from new media and is now affecting the traditional broadcasting industry……..
10. 例如 : 渐冒起於新媒体的“用户创 制内容” 现已对传统广播业造成 了极大的影响…… For example, ‘User-generated Content’ as an emerging paradigm shift started from new media and is now affecting the traditional broadcasting industry…….. 英国广播电台围绕用户制作内容如博客和家庭录影等重建其网站 BBC is restructuring its website around user-generated content such as blogs and home video…… New Media 新媒体 旧媒体 Old Media zi
11. 这种“用户引导”的 范式 逐渐对制 造业的业务惯性产生冲击。 This ‘user led’ paradigm gradually causing impact to the practices of manufacturing industry.
12. 这种“用户引导”的 范式 逐渐对制 造业的业务惯性产生冲击。 This ‘user led’ paradigm gradually causing impact to the practices of manufacturing industry. MySpace (advertisement creation) ( 广告创作 ) “ 2Talk About” (feedback network) ( 反馈网络 )
13. “ 摩托罗拉是最好的手机?绝对不是 ! 菜 单是几年来我见过最原始的, RAZR 的 按键实在极不方便使用…… . 这部电话的 功能是 2004 年的了……” Nickname: Ordxpres “ Motorola the best phone? Never! Their menus are the most primitive I have seen in years. The buttons on RAZR (or other crap) are so inconvenient to use …..…..this phone has features dating back to 2004……” 评价日期: 2006 年 9 月 11 日 9:40 分 Date reviewed: Sep 11, 2006 9:40 AM 引用对摩托罗拉 RAZR 的反馈… .. Quoted feedbacks for Moto’s Razr…..
14. “ 我用 RAZR 是因为别人也用 , 不是因 为好用的……现在我买了一部 N70, 这是 我用过最好的手机 , 是 RAZR 远不能比 的… .RAZR 经常死机 , 发信息时很慢。 诺基亚却像我的电脑一样可以浏览 , 不 可与 RAZR 同日而语。新诺基亚的终生 fans !” Nickname: ChicagoGuy27 “ I have a Razr just because people had it? Not because it worked well…..Now I bought a Nokia N70. The best phone I have had yet. The RAZR sucks by far in comparison…… Razr freezes and is always so slow when I'm trying to send a quick text. While Nokia can browse like my PC's browser. Can't say the same for the RAZR. New Nokia fan for life!” 评价日期: 2006 年 9 月 11 日 8:37 分 Date reviewed: Sep 11, 2006 8:37 AM
15. Samsung (12.2%), LG (7.2%), Sony Ericsson (6.9%) 诺基亚市场份额上升了 35%, 2006 年 第一季度销售 7500 万部手机 ( 单位销售 额上升 40%) 。 Nokia’s market share up 35%, selling 75 million handsets (unit sale up 40%) in the 1 st quarter in 2006 2006 (1 st quarter) 2005 (4 th quarter) 35% 17.8% 16.9% 33%
16. Nigel Morris - Isobar 数码网络首席执行官说 : CEO Isobar – digital network 2006
17. “ It’s not about company’s message any more……It’s all about whose consumers are telling best stories about the company….” Nigel Morris - Isobar 数码网络首席执行官说 : CEO Isobar – digital network 2006 “ 企业想要传递什麽讯息已不再重要…… . 重要的是哪家企业的消费者对它说出赞赏的故事… .. ”
20. 一件工业产品共存着 三种创新可能性 : A product (e.g. mobile phone ) co-exist 3 innovation possibilities: 1 2 3 概念 ( 应用) Idea (Application) 性能 ( 工艺) Function (Engineering) 形式 ( 美学) Form (Aesthetics)
21. 很多设计师以为 : 我们应能胜任探索 设计的… . Most designers think: we are competent to explore…… 1 2 3 概念 ( 应用) Idea (Application) 性能 ( 工艺) Function (Engineering) 形式 ( 美学) Form (Aesthetics)
22. 事实上我们 没有 多少发言权 , 直至我 们了解 用户的需求 ! In fact we have NO ‘say’ until we learn from users what they want! 1 2 3 概念 ( 应用) Idea (Application) 性能 ( 工艺) Function (Engineering) 形式 ( 美学) Form (Aesthetics)
23. 别忘记 工业设计 的 本质 。 Remember, the nature of Industrial Design.
24. 设计从 使用 开始 , 设计是 用户的喉舌 ! Design start with the issue of ‘use’ and design should be responsive to users! 用户 user 产品 product 设计师 designer engineer 工程师
25. 物理 Physical 认知 Cognitive 感性 Emotion 用户在产品 使用 上的 关注点 : 3 user’s concerns on the use of a mobile phone design
26. 设计人多精于外观 感性设计 一项… mostly designers seems excel on the exploration of ‘Emotion’…. 物理 Physical 认知 Cognitive 感性 Emotion
27. 社会 Social 文化 Cultural 了解 消费者 需求 , 有助开发更好的设计! Understanding users by means of practice of user research will help us to explore them all! 物理 Physical 认知 Cognitive 感性 Emotion
28. 了解 消费者 ? 这不是长久以来 商业实践中的一部分吗 …… ? Understanding consumer? Has it been part of most business practices for long ago? 1960s – it was very much rely on… 消费者 consumers 市场营销 marketing
35. focus group 2) 太依赖人们 说 他们做了些什么… relied too much on what people SAY they do…
36. focus group A man buying pants pulling out underwear in back to find out the size…. Some men don’t even know their clothing size 不能太依赖人们说 的因为… can’t rely on what people SAY….. a] 人们不能清楚地描述他们在 无意识状态下所做的事情… people can’t articulate things that they did unconsciously ……
37. focus group b] 或者甚至记起那些他们有意识地去做 的事情… or even remember things that they did consciously ….
40. User 1980s - as individuals 在 80 年代消费者变得更加个体化! consumers were becoming very individualistic during the beginning of 80s ! 要掌握更个体化市场的转向,需寻找一种新的消费者调研方式… A need to look for a new approach …..
41. 用户研究 User Research : ) 它便是用户研究! consumers were becoming very individualistic during the beginning of 80s !
42. 微软 Microsoft: 关于中国移民劳动力人口的交互设计探索 An Exploration in Interface Design for the Chinese Migrant Worker Population http://research.microsoft.com/acid/migrant_workers.pdf: 英特尔 Intel: 推动科技创新的人种学研究角色 - 来自亚洲的课题 The Role of Ethnographic Research In Driving Technology Innovation - Lessons from Inside Asia http://www.intel.com/research/exploratory/papr/inside_asia_lessons.htm : 惠普 Hewlett Packard: 萨姆 卢森特发起重要的研究项目。邀请来自设计 , 市场 , 研发等各个部门成员以及外部顾问 - 深入全球 28 个家庭生活 , 旨在了解惠普是否与客户“同生活同呼吸” Sam Lucente launched a major research project. He involved members from all departments -- design, marketing, R&D, even outside consultants -- to immerse themselves in the lives and homes of 28 families around the world. The goal was to make sure that HP was "living and breathing with the customer," Lucente says. http://www.businessweek.com/magazine/content/06_25/b3989435.htm: 现今很多创新公司已采用了用户主导 设计创新 ! Most innovative companies do employ user-centered design innovation!
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44. Whirlpool design propelled Whirlpool’s front-loading washer from a 0% share to 40% share within its first year on the market. 設計使惠而浦在前置式洗衣機市場上只用一年的時間便取得 40% 的市場佔有率
45. Because of findings from a user research, P&G came up with ‘Swiffer’ in 2004, a revolutionary dry mop using electrostatic attraction. It helps to create a US$ 1 billion new market for P&G. Procter & Gamble 宝洁 因为用户调查的启发 , 宝洁推出用静电引吸的 ‘ Swiffer’ 干拖把 , 为其创造了十亿美元的新市场。
47. 什么是用户研究 What is user research? 60s - 消费者 Consumer 作为 群体 市场 Marketing 用户 User 80s - 作为 个体 人类学 Anthropology
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49. 用户研究是一种在欧美较先被跨国公司采用的新领域研究。用于发掘用户潜在的 需求 ,以协助产品服务的创新和新市场的开拓。 User Research is a relatively new field of research pioneered in the U.S. / Europe employed by multinational corporations in its R&D development process to help identify potential user needs for insights to create new innovative products/services and hence new market. 什么是用户研究 What is user research? ?
50. Level of needs latent tacit explicit needs surface deep 需求层次 表面 深层次 明显的 隐性的 潜藏的 所说 所想 行为 使用 所 知 感觉 梦想 know feel dream do use say think user
51. explicit needs surface Level of needs deep 明显的 隐性的 潜藏的 latent tacit 需求层次 所说 所想 行为 使用 所 知 感觉 梦想 表面 深层次 know feel dream do use say think user say 所说 Learn from do 行为 make 制作
52. 60s - as groups 80s - as individuals Anthropology 人类学 Marketing 市场学 00s - as one of us Psychology 心理学 consumer, user or people ? 作为个体 作为群体 作为其中一份子 消费者 、 用户或一般人 ? Consumer 消费者 User 用户 People 民众 evaluative empathetic 客观评估 主观代入
53. consumer people user marketing psychology anthropology Sonicrim 2003 ways of study - user needs 研究 的途径 - 用户需求 市场学 心理学 人类学
55. latent explicit needs tacit say Learn from do make know feel dream do use say think people 表面 Surface 深层次 deep 访问 interviews 调研技术 观察 observations 工作坊 generative session
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57. 用户调研与市场调查的区别 .. difference between user research & market research……
58. 用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 1) 在真实情境下 观察人们的行 为和态度。 Observe people’s behavior and attitudes in their actual environments 多在抽离的情境下 实施调查、问卷和目标族群的访谈。 Conduct surveys, questionnaires, focus groups on consumers attitudes out of actual environments.
59. 用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 依据数字 ( 用户说了什麽 !) Based on numbers (what user SAY!) 2) 依据可察看模式 (用户做了什么 ! ) Based on observable patterns (what user DO !) 1) 在真实情境下 观察人们的行 为和态度。 Observe people’s behavior and attitudes in their actual environments 多在抽离的情境下 实施调查、问卷和目标族群的访谈。 Conduct surveys, questionnaires, focus groups on consumers attitudes out of actual environments.
60. 用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 3) 以 质 的调研为主。 quality driven research 以 量 的调研为主。 quantity driven research
61. 用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 4) 探索用户未来的 需求 / 意欲。 Probe into user’s Future desires 了解消费者现有 / 过去的需求。 Understand consumer’s Existing/ Past desires 3) 以 质 的调研为主。 quality driven research 以 量 的调研为主。 quantity driven research
62. 用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 5) 启发新的灵感。 inspire new ideas 降低不确定性。 reduce uncertainty
63. 用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 6) 创造非现有的产 品类别。 Create non-existing product categories 评估现有产品。 Evaluation existing products 5) 启发新的灵感。 inspire new ideas 降低不确定性。 reduce uncertainty
67. - 参与的 / 非参与的 ( join a group to study group dynamic) - 闯入的 / 非闯入的 ( undetected– hidden camera or video) - 自然的 / 人为的 ( natural happening / created situation --invite user to perform a task) - 伪装的 / 非伪装的 ( whether participant know being researched) - 有组织的 / 无组织的 ( planned check-list : observation sheets) - 直接的 / 间接的 ( first-hand or review later recorded) ii) 观察的种类 Types of observation
68. ii) 观察的种类 Types of observation 例如 : - 家庭览察 Home-tour (direct home visit with a team) - 探 访商铺 Shop-visit ( observed what people look at, buy & say) - 伪装购物 Mystery shopping ( pretend to be a customer!) - 图片日记 photo diary ( given disposable camera / or specific log book to users) - 垃圾分析 Garbage analysis ( search through garbage to see what people use)
71. ii) 访谈的种类 Types of interview - 结构的 / 开放结构的 (questionnaire / discussion guide ) - 广泛的 / 深入的 (general questioning / focus for in-depth probing ) - 直接的 / 间接 ( face to face / via phone/ video conference) - 预先安排的 / 随机的 ( with appointment / interview people on the road)
74. 关键问题 Key issues 1. Who is doing what ? 2. Where & when ? 3. How are they doing? 1. 谁 在做 什么 ? (what they want to attain?) 2. 何地 及 何时 ? (does context matter much?) 3. 他们是 怎么 做的 ? (what are the limitations?)
75. 观察研究的一些重点 Basics for observation 1. 想得到的结果先于方法 / 工具 Needs before methods & tools! 要找什么 What you need to find out ? 方法 / 工具 Methods & tools ?
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77. 2. 你想研究谁? Who you want to study? 那种用户 from Whom ? 观察研究的一些重点 Basics for observation
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79. 3. 草拟研究计划 draft a plan … 如何实施 How to carry it out ? 方法 / 工具 Methods & tools ? 那种用户 from Whom ? 要找什么 What you need to find out ? 观察研究的一些重点 Basics for observation
83. 关键问题 Key issues 4. Why are they doing it? (what intention / motivation?) 1. Who is doing what ? (what they want to attain?) 2. Where & when ? (does context matter much?) 3. How are they doing? (what are the limitations?) 他们为什么要做这个 ? ( 意图 / 动机是什么 ?)
84. Need first-hand finding? Observing passively is ok? Context change: office/home? Situation happen frequently? Too intimate to observe? Clarify why people do things ? e.g. e.g. direct observation e.g. review at pictures / video e.g. fixed video / photo journal e.g. shadowing / dairy e.g. observe objects they used e.g. on-site questioning / probing 关键问题 Key issues 弄清楚人们为什么要这样做 ?
85. 访谈的基本须知 Basics for interview 1. Define what you want to know! 2. List issues to be covered 3. Prepare questioning guide (e.g. ‘questionnaire’ or ‘discussion guide’) 1. 确定 什么 是你想知道的 ! 2. 把涉及的 问题 列个清单 3. 准备提问指南 ( 例如 : 问卷调查 / 讨论指引 )
86. 访谈的基本须知 Basics for interview 1. Define what you want to know! 2. List issues to be covered 3. Prepare questioning guide (e.g. ‘questionnaire’ or ‘discussion guide’) 1. 确定 什么 是你想知道的 ! 2. 把涉及的 问题 列个清单 3. 准备提问指南 ( 例如 : 问卷调查 / 讨论指引 ) 切记在正式方调研时要测试问卷、讨论指引等…
102. 奇葩提供广泛的设计服务…… ( 产品设计 , 环境设计 , 互动设计 , 传达设计 , 研究和策划…… ) Ziba offers wide range of design and related service……product design, environment design, interaction design, communication design, research & planning
103. prepared by Benny Ding Leong 04.10.2006 . School of Design . Hong Kong Polytechnic University “ 顾景工程”的流程 the process of ‘Visioneering’
104. 有助产生恰当创新的一种程序化方法 a process approach that help to produce appropriate innovation visioneering process design Understand Make abstract real Latent needs, Attitudes Values Observation Scenario (analysis) concept generation Modeling 制作 抽象 了解 真实