4. LAST WEEK
Understanding the business / subject matter research
THIS WEEK
Understanding and researching our users
WEEK 5
Summarize research, sketch & b
WEEK 6
Choose your best product idea and start refining it
DISCOVER
DEFINE
10. Because most designers design outside of familiar territory
Gives designers ammo for defending their work
Gives designers empathy with people (eliminates bias)
Can lead to moments of inspiration
WHY RESEARCH?
12. What our users do (as it relates to the subject matter)
Their attitudes in the context of our product environment
What they know about the product space
What they desire – they may not know this themselves
SO…WHAT DO WE RESEARCH?
13. “If I had asked people what they wanted,
they would have said faster horses.”
– Henry Ford
19. You’re either watching from afar or operating covertly
Documenting on the field – camera phones!
Study people in their own natural environments
Be discreet
OBSERVATIONS
20. Let the subjects do the talking; open-ended questions are good
Stay away from focus groups
Don’t ask leading questions
Work in pairs
INTERVIEWS
24. Do you usually run late to catch your flights?
OR
Walk me through a day when you have to catch a flight.
25. It pisses me off when I don’t know what’s happening
to my flight. What about you?
OR
What do you think or feel when you don’t know
what’s happening to your flight?
26. Do you use the airport kiosks to check in?
RE-PHRASE THIS:
30. Take note of new phenomena,
but pay closer attention to emerging
patterns.
31. See or hear it once – it’s a phenomenon.
See or hear it twice – it’s either a coincidence or an emerging pattern.
See or hear it three times, and it’s a pattern.
In all of the above cases, write down your observations!