Collaborative Research The Conference by Media Evolution Malmö

Erika Hall
Erika HallCo-founder and Director of Strategy at Mule Design Studio, author of Just Enough Research um Mule Design Studio
Collaborative 
Research 
with Erika Hall (@mulegirl) 
The Conference | Malmö
Hello!
Collaborative Research The Conference by Media Evolution Malmö
I have a 
question...
Do you enjoy being 
right?
You are correct!
YESSS!
p0wned!
No.
?
? > !
Dogma
Flickr/Chris Voll
Ego!
Collaborative Research The Conference by Media Evolution Malmö
Why?
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
People!
Collaboration!
9–10:30 
AgeTexnt da 
10:30–10:40 
10:40–12:00 
Introduction. 
The research process 
Questions and activities 
Understanding your organization 
Break 
User research 
Analysis 
Models and reports 
Finale
Barriers
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Overcoming Objections
Laziness 
Fear 
Lunch 
Following 
Losing Control 
Sharing
Shared 
Understanding
We don’t have 
the time.
We don’t have 
the money.
We don’t have the 
expertise.
We’re already A/B 
testing
Everyone wants better products, 
faster.
No one wants to read a report.
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
What is your 
experience?
Research + 
Collaboration
A design project is 
a series of decisions.
Data doesn’t 
change 
minds.
What 
is 
What ought 
to be
Collaborative Research The Conference by Media Evolution Malmö
Design-Led 
Research-Led 
Expert 
Mindset 
participatory mindset 
Participatory 
Mindset 
Design-led 
with 
expert mindset 
Design-led 
with 
Users seen as subjects Users seen as partners 
Research-led 
with expert mindset 
Research-led 
with participatory 
mindset 
Dubberly Design Office
Goal Driven 
Increase chance of success 
Reduce risk 
Skeptical Mindset 
Willing to question the value of any approach
Team + Goal + Reality = Good
Collaborative Research The Conference by Media Evolution Malmö
One Simple 
Process
Form 
Questions 
Analyze 
Data 
Gather 
Data
Form 
Questions 
Analyze 
Data 
Think 
Critically
Form 
Questions 
Analyze 
Data 
Observe
Form 
Questions 
Analyze 
Data 
Interview
Form 
Questions 
Analyze 
Data 
Read
Form 
Questions 
Analyze 
Data 
Think 
Observe 
Interview 
Experiment 
Read
Personal 
View 
Personal 
View 
Personal 
View
Shared 
Reality
Research 
is a Craft
Collaborative Research The Conference by Media Evolution Malmö
Form 
Questions 
Analyze 
Data 
Gather 
Data
Questions determine results.
Questions give research meaning.
Research high-priority questions.
Good Questions 
Specific 
Actionable 
Practical
A Bad Question 
“What do people 
think about pets?”
A Better Question 
“How do single 
urban adults 
choose and 
acquire a pet?”
A Bad Question 
“What do people 
do around here all 
day?”
A Better Question 
“How do editors 
and designers work 
together?”
The Best Question 
The unknown with 
the most risk.
Collaborative Research The Conference by Media Evolution Malmö
Bias
Bias: Something that causes an 
influence or prejudice
Confirmation Bias: 
You selectively weight the 
information that confirms 
what you already believe.
Sampling Bias: 
Your sample of research 
subjects isn’t sufficiently 
representative.
Interviewer Bias: 
You insert your opinion into 
interviews.
Social Desirability Bias 
People don’t say the true 
things that they worry will 
make them look bad.
Ease 
Related 
Clear Display 
Primed Idea 
Good Mood 
Feels Familiar 
Feels True 
Feels Good 
Feels Effortless 
Daniel Kahneman
Feeling confident? 
It’s not a good sign.
You might have a bad case of 
Dunning-Kruger.
Critical 
Thinking
Critical Thinking 
Disciplined 
Self-correcting 
Clear 
Logical
Uncritical Thinking 
“I hate yellow, so a 
yellow website 
won’t succeed.”
Critical Thinking 
“I hate yellow, but 
based on the 
evidence, it might 
work for our 
audience.”
Critical Thinking 
“I don’t know.”
Activities!
Form 
Questions 
Analyze 
Data 
Gather 
Data
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Users 
Interviews Interviews 
Descriptive 
Descriptive 
Questions 
About 
Evaluative 
Org Product 
Evaluative 
Competition 
Usability 
Testing 
A/B 
Testing 
Contextual 
Inquiry 
Literature 
Review 
SWOT 
Analysis 
Analytic 
Brand 
Audit 
Usability 
Testing 
Competitive 
Analysis 
Heuristic 
Analysis 
Evaluative 
Analytic 
Generative
Research 
Activity 
Topic 
Purpose 
Time 
Money
Phone Interviews 
What do we 
need to know 
about? 
What kind of 
decision will it 
inform? 
How long do we 
have? 
What is our 
budget? 
In-Person Interviews 
Contextual Inquiry 
Usability Testing 
Competitive 
Analysis
Why not just 
make a 
prototype?
Collaborative Research The Conference by Media Evolution Malmö
If we only test bottle openers, we 
may never realize customers prefer 
screw-top bottles. 
– Victor Lombardi, Why We Fail 
20
Topics
Organizational 
Research
Collaborative Research The Conference by Media Evolution Malmö
Stakeholders
Stakeholders
Executives
Sales People
Customer Service
Editors
Production Team
Organizational research 
helps you with: 
Requirements 
Politics 
Workflow 
Capabilities 
Goodwill
Requirements 
What are the top 
business priorities 
for this project/ 
product?
Politics 
What does 
success mean to 
the individual 
stakeholders?
Workflow 
Do we have to 
change how 
people are 
working together 
to be successful?
Workflow 
How do we have 
to change how 
people are 
working together 
to be successful?
Workflow 
How can we 
possibly change 
how people are 
working together?
Capabilities 
What are the 
strengths and 
weaknesses of our 
team?
Capabilities 
Where is the 
internal expertise?
Goodwill 
How can this 
project make your 
job easier (or 
harder)?
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Get them alone
Basic Stakeholder Questions 
What is your title? How long have you been in this role? 
What are your essential duties and responsibilities? 
What does a typical day look like? 
Who are the people you work most closely with? How is that going? 
What does success mean from your perspective, what will have changed 
for the better once this project is complete? 
Do you have any concerns about this project? 
What do you think the greatest challenges to success are? Internal and 
external?
For each stakeholder, note the following: 
What’s their general attitude toward this project? 
What’s the goal as they describe it? 
To what extent are this person’s incentives aligned with the project’s 
success? 
How much and what type of influence do they have? 
Who else do they communicate with on a regular basis? 
To what extent does this stakeholder need to participate 
throughout the project, and in which role? 
Is what you heard in harmony or in conflict with what you’ve 
heard from others throughout the organization?
Stakeholder power moves 
“Why are you asking me this?” 
“I don’t understand that question. It doesn’t make any sense.” 
“I don’t feel comfortable talking to you about that.” 
“No one pays attention to anything I have to say, so I don’t know why I 
should bother talking to you.” 
“How much more time is this going to take?”
Practice!
10 minutes practice. Find a partner. Take turns. 
What is your title? How long have you had this job? 
What are your essential duties and responsibilities? 
What is a typical day like? 
Who are the people you work most closely with? How is that going? 
What do you think the greatest challenges to your success are? 
Internal and external?
Empathy
Break!
To Review 
Team + Goal + Shared Reality = Good 
Research is a simple process you can apply to however you work. You 
shouldn’t be dogmatic. 
Even though this sounds obvious, some people will resist this because 
questions can feel threatening. 
Facts will not change the minds of people who are threatened. 
You need to appeal to what you know is important to them, and fit 
your facts into their story. 
So, understanding what is important to your stakeholders is necessary 
for design and research to succeed.
User 
Research
Photo: Flickr/theloushe 
Ethnography
How to do bad user research: 
Ask people what they want.
How to do bad user research: 
Ask people what they like.
Never ask users what 
they want or like.
The Four Ds of Design 
Ethnography
Deep Dive 
Daily Life 
Data Analysis 
Drama
“...true ethnography reveals not just 
what people say they do, but what they 
actually do.” 
–PARC
Collaborative Research The Conference by Media Evolution Malmö
Photo: Flickr/lintmachine
The Art of 
The Interview
Interviewing is not talking.
Interviewing is listening.
Good Interviewers: 
Know Your Question 
Warm Up 
Shut Up
Interview Structure: 
Introduction 
Body 
Conclusion
Introduction: 
Smile 
Express gratitude 
Describe the process 
Ask to record 
Warm up questions
Body: 
Ask open-ended questions 
Probe for more 
Allow silence 
Use questions as checklist
Conclusion: 
Transition to wrap-up 
Ask if there is anything else 
Thank for time
You are the host 
You are the student
Out of your comfort zone, 
and into theirs.
Interview Checklist 
Create a welcoming atmosphere to make participants feel at ease. 
Always listen more than you speak. 
Take responsibility to accurately convey the thoughts and 
behaviors of the people you are studying. 
Start each interview with a general description of the goal, 
but be careful of focusing responses too narrowly. 
Avoid leading questions and closed yes/no questions. Ask 
follow-up questions. 
Prepare an outline of your interview questions in advance, but don’t be 
afraid to stray from it. 
Also note the exact phrases and vocabulary that participants use.
Look for 
Goals 
Priorities 
Tasks 
Motivators 
Barriers 
Habits 
Relationships 
Tools 
Environment
Roles 
Interviewer 
Notetaker 
Observer
Practice!
Interview Scenario 
You want to develop a new service 
to help people give gifts. 
The goal of the research is to 
identify unmet needs people might 
have with regard to giving gifts.
Interview Practice 
Break into groups of 3-4 people 
1 interviewee, 1 interviewer , 1 notetaker, 1 
observer (optional), 
Switch in 15 minutes 
2 rounds
Look for 
Goals 
Priorities 
Tasks 
Motivators 
Barriers 
Habits 
Relationships 
Tools 
Environment
Collaborative Research The Conference by Media Evolution Malmö
Switch!
Get 
ready to 
finish.
Time’s 
Up!
How did that go?
How about a 
focus group?
Collaborative Research The Conference by Media Evolution Malmö
“Even when the subjects are well 
selected, focus groups are supposed to 
be merely the source of ideas that need 
to be researched.” 
14 
–Robert K. Merton, Sociologist, 
invented focus groups
Everybody Lies
Competitive 
Research
How else might your 
target customer solve 
the same problem?
Competitive Review 
What do they say they offer? 
Who is their customer? How is this the same or different from your 
target audience or users? 
What are the key differentiators—the factors that make them uniquely 
valuable to their target market, if any? 
How do the user needs or wants they’re serving overlap or differ from 
those that you’re serving or desire to serve? 
What do you notice that they’re doing particularly well or badly? 
Based on this assessment, where do you see emerging or established 
conventions in how they do things, opportunities to offer something 
clearly superior, or good practices you’ll need to adopt or take into 
consideration to compete with them?
Your target customers 
have to love you 
more than they 
hate change.
(Usability) 
Testing
A good research activity: 
•Answers a key question 
•Addresses identified 
assumptions 
•Informs specific decisions 
•Involves your team 
•Fits your level of expertise 
•Fits your schedule and budget
•Fundamentally research is a simple process 
•There are many activities and definitions 
•No pressure! 
•Select the methods that inform decisions 
•Begin by understanding your organization 
•Never ask what people like 
•People are lazy, forgetful creatures of habit 
•Keep each other honest 
•Practice and learn
Research and Collaboration 
Working together across disciplines and making decisions based on 
evidence shouldn’t be hard, but they can be. 
Done right, research and working collaboratively reinforce each other 
through a shared understanding of reality. 
Start with your goal in mind, not with any process or buzzword. 
Asking questions and cutting across traditional roles can both be 
threatening to the established order. 
Commit to clear communication and critical thinking. 
Research questions follow from goals, assumptions, and risk. 
Always have a framework and a plan.
Creating Meaning 
From Data
1. Compile data 
2. Analyze 
3. Identify Insights 
4. Create Model
Collaborative Research The Conference by Media Evolution Malmö
Basic Analysis 
Closely review the notes. 
Look for interesting behaviors, emotions, actions, and verbatim quotes. 
Write what you observed on a sticky note (coded to the 
source, the actual user, so you can trace it back). 
Group the notes. 
Watch the patterns emerge. 
Rearrange the notes as you continue to assess the patterns.
Observation 
Observation 
Observation 
Observation 
Observation 
Observation
Collaborates 
on purchases 
Uses several 
devices 
Needs 
affirmation 
Observation 
Observation 
Observation 
Observation 
Observation 
Observation 
Observation
Ground rules 
Acknowledge that the goal of this exercise is to better understand the 
context and needs of the user. Focus solely on that goal. 
Respect the structure of the session. Refrain from identifying larger 
patterns before you’ve gone through the data. 
Clearly differentiate observations from interpretations (what happened 
versus what it means). 
No specific solutions until after you’ve gone through insights and 
principles. Solutions come next.
Practice!
Collaborative Research The Conference by Media Evolution Malmö
15 minutes analysis. 
Break into groups of 6-8 people 
Each group work together to fill out one diagram with the strongest 
patterns. 
Negotiate and advocate for your perspective.
Look for 
Goals 
Priorities 
Tasks 
Motivators 
Barriers 
Habits 
Relationships 
Tools 
Environment
Collaborative Research The Conference by Media Evolution Malmö
15 minutes analysis. 
Break into groups of 3-4 people 
Each group work together to fill out one diagram with the strongest 
patterns. 
Negotiate and advocate for your perspective.
Get 
ready to 
finish.
Time’s 
Up!
How did that go?
Models
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Collaborative Research The Conference by Media Evolution Malmö
Reporting
Collaborative Research The Conference by Media Evolution Malmö
You are collaborating with 
your future selves.
Study Title Research Report 
Date Completed 
Research Goal 
Related Decisions 
Activities 
Key Insights 
Supporting Observations 
Recommended Actions 
Questions for Further Study
A useful report supports 
Clear goals 
Shared values 
Access to information 
Clear decision-making
You decide if it’s important for the report to be 
Informing? 
Inspiring? 
Focusing? 
Remembering? 
Recording? 
Deciding?
Finale
In summary 
Research creates a shared understanding of reality. 
Asking questions is uncomfortable. Embrace that feeling. 
A truly collaborative approach and environment is necessary for research to be 
effective, and it also makes it more fun. 
Clear goals and good questions are required. 
Choose only the research activities that answer real questions and inform your top 
priority design and development decisions. 
Practice! Observe and listen every day. 
Document! Report! Share! It’s easy to lose what you learn.
Any questions?
Additional sources: 
Designing Together by Dan A. Brown 
http://www.designingtogetherbook.com/ 
LeanUX by Jeff Gothelf 
http://www.leanuxbook.com/ 
Remote Research by Nate Bolt & Tony Tony Tulathimutte 
http://rosenfeldmedia.com/books/remote-research/ 
Interviewing Users by Steve Portigal 
http://rosenfeldmedia.com/books/interviewing-users/ 
Google Ventures Library | Design 
http://www.gv.com/library/design/ 
Pacific Standard Magazine 
http://www.psmag.com/ 
Helsinki Design Lab (closed, but excellent publications still available) 
http://www.helsinkidesignlab.org/pages/publications
Brief books for people who make websites No. 9 
Erika Hall 
JUST ENOUGH 
RESEARCH 
You might 
enjoy the 
book. 
www.abookapart.com 
For 15% off, use code: HALL-THE14 
(Good through November 2014)
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