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deeper understanding 
- stories, observations, insights 
@dszuc
THANK YOU 
UXSINGAPORE
A HUMAN PRACTICE
Language 
States 
current 
+ 
future 
Design / Artifacts 
Validate 
Academy of 
Learning 
Values 
Beliefs 
Behaviors 
Role...
Goals Design Metrics Assumptions 
Core 
Principles 
Profiles Meaning 
Stories 
Features + 
Prioritization 
Task Models Jou...
HUMAN QUALITIES
Seeing Leading Communicating 
Listening Mentoring Constructing 
Probing Facilitating Deconstructing 
Feeling Connecting Fr...
FRUSTRATIONS DISCOVERING 
USER INSIGHTS?
User Stories & goals 
Interactions & Touch-points 
Pain points 
Products & Services 
Interfaces 
Gaps 
Systems 
Platforms
Customer 
Journey 
Interviews 
Personas 
Tools + 
Artifacts 
Listening Translation What did we 
learn? 
What does 
it mean...
SETTING THE STAGE FOR 
RESEARCH
YOUR LENS?
DEEPER UNDERSTANDING
Early in 
Project 
Many Users 
Summative testing 
Stakeholder interviews 
Comparative 
benchmarking 
Card sorting 
User ob...
PLANNING IS CRITICAL
Planning is critical 
Item Why 
Research themes UXD Agenda 
Immediate questions Fixes 
Stretch questions Product Strategy ...
UNDERSTANDING PEOPLE
Understanding people 
Item Why 
Beyond discussion guide Peripheral goodies 
Not research Conversations 
Good conversations...
CAPTURING STORIES
Capturing Stories 
Item Why 
Call before Get to know 
Listening between the cracks … Emotions, people, 
relationships, mot...
STORIES TO OBSERVATIONS
Stories to Observations 
Item Why 
Transcribe stories Getting intimate with the 
data 
Reading stories (take turns) Captur...
Participant No 
Age Range 
Profession 
Description 
Describe the domain 
Influencers 
Story 1 
Story 2 
Story 3 
Issues 
O...
OBSERVATIONS TO INSIGHTS
Observations to Insights 
Item Why 
Post it notes to the wall Capture and movement and 
space 
Moving bits To see the data...
GROUP OBSERVATIONS INTO 
INSIGHTS
Group Observations into 
Insights 
Item Why 
Refining Clarity 
Rinsing the data Clarity 
Revisiting story sheets Missing b...
MAPPING TO ARTIFACTS
Goals Design Metrics Assumptions 
Core 
Principles 
Profiles Meaning 
Stories 
Features + 
Prioritization 
Task Models Jou...
WWW.UXHONGKONG.COM
A MOVEMENT
UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)
UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)
UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)
UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)
UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)
UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)
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UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)

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Deeper understanding stories observations insights

Presented by
Dan Szuc
Design Researcher
Apogee, Hong Kong

Veröffentlicht in: Design
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UXSG2014 Lightning Talks - Deeper understanding stories observations insights (Daniel Szuc)

  1. 1. deeper understanding - stories, observations, insights @dszuc
  2. 2. THANK YOU UXSINGAPORE
  3. 3. A HUMAN PRACTICE
  4. 4. Language States current + future Design / Artifacts Validate Academy of Learning Values Beliefs Behaviors Roles Human Qualities Toolkits A Human Practice
  5. 5. Goals Design Metrics Assumptions Core Principles Profiles Meaning Stories Features + Prioritization Task Models Journey Maps Designs Patterns Standards Artifacts META CUSTOMER DESIGN THE PROJECT ROOM
  6. 6. HUMAN QUALITIES
  7. 7. Seeing Leading Communicating Listening Mentoring Constructing Probing Facilitating Deconstructing Feeling Connecting Framing Synthesis Collaborating Envisioning Playing Critique Persuading
  8. 8. FRUSTRATIONS DISCOVERING USER INSIGHTS?
  9. 9. User Stories & goals Interactions & Touch-points Pain points Products & Services Interfaces Gaps Systems Platforms
  10. 10. Customer Journey Interviews Personas Tools + Artifacts Listening Translation What did we learn? What does it mean for our practice? Project Protocols Stories Observation
  11. 11. SETTING THE STAGE FOR RESEARCH
  12. 12. YOUR LENS?
  13. 13. DEEPER UNDERSTANDING
  14. 14. Early in Project Many Users Summative testing Stakeholder interviews Comparative benchmarking Card sorting User observation Few Users Satisfaction surveys Market research Iterative evaluation of prototypes Evaluation of Designs Ethnography Walkthroughs Expert Reviews
  15. 15. PLANNING IS CRITICAL
  16. 16. Planning is critical Item Why Research themes UXD Agenda Immediate questions Fixes Stretch questions Product Strategy What to do with results Impact Known or unknown Gaps Assumptions Body of Evidence Other research Connecting data points Design Impact Observations & Insights Body of Evidence over time
  17. 17. UNDERSTANDING PEOPLE
  18. 18. Understanding people Item Why Beyond discussion guide Peripheral goodies Not research Conversations Good conversations Flow to get to goodies Be Present Interested and aware Time needed to … Trust User need first … Not domain first, beyond functions You are not the expert User being interviewed helps drives part of the conversation
  19. 19. CAPTURING STORIES
  20. 20. Capturing Stories Item Why Call before Get to know Listening between the cracks … Emotions, people, relationships, motivations, issues Your product & service is not their priority How it fits into their lives is Clues towards … and task mapping Issues, motivations, opportunities Boundaries Beyond what we see now
  21. 21. STORIES TO OBSERVATIONS
  22. 22. Stories to Observations Item Why Transcribe stories Getting intimate with the data Reading stories (take turns) Capturing and listening Emotional words Drivers to do things people care about Elements to unpack later Need for more detail (future research?) Quotes Personas Artifacts Mapping data to its relevant buckets Time consuming + washing the data Good! Worth it!
  23. 23. Participant No Age Range Profession Description Describe the domain Influencers Story 1 Story 2 Story 3 Issues Observations Wish list Opportunities/ Improvements Story Sheets
  24. 24. OBSERVATIONS TO INSIGHTS
  25. 25. Observations to Insights Item Why Post it notes to the wall Capture and movement and space Moving bits To see the data and group and connect Structuring Map to deliverables Tell stories around the bits Deeper dives Gaps Identify a need to discover more in the future
  26. 26. GROUP OBSERVATIONS INTO INSIGHTS
  27. 27. Group Observations into Insights Item Why Refining Clarity Rinsing the data Clarity Revisiting story sheets Missing bits Grouping again New connections Moving to XLS Clarity
  28. 28. MAPPING TO ARTIFACTS
  29. 29. Goals Design Metrics Assumptions Core Principles Profiles Meaning Stories Features + Prioritization Task Models Journey Maps Designs Patterns Standards Artifacts META CUSTOMER DESIGN THE PROJECT ROOM
  30. 30. WWW.UXHONGKONG.COM
  31. 31. A MOVEMENT

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