DCSJ2021 Presentation - Exploring & Understanding
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A presentation on doing generative research into human goals, behaviors, and values. More at YosefShuman.com
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DCSJ2021 Presentation - Exploring & Understanding
- 1. EXPLORING& UNDERSTANDINGPROBLEMS ADVENTURE IS OUT THERE! YOSEFSHUMAN.COM
- 3. WHYDO(GENERATIVE)RESEARCH? To understand the goals, behaviors, challenges, and experiences of people we design for (& with!) As a check against our internal biases To understand the context and connections related to our problem space To uncover novel opportunities and inspire innovative solutions
- 12. DEVELOPINGINTERVIEWQUESTIONS First, spend some time figuring out what you need to know Where are your knowledge gaps? Avoid leading or closed (yes/no) questions Encourage stories (ex: Tell me about a time when) Areas you may want to explore are: Anxieties, behaviors, benefits, channels used, choices made, features, goals, etc. Tip: A fun interview closer is The Magic Wand question (ex: If you could magically and immediately change one thing about your experience, what would it be?)
- 13. INTERVIEWTIPS&TRICKS Start by reminding them that there are no right or wrong answers Dont be afraid of silence Mirror body language To avoid your own biased interpretations, try to take down exact quotes Keep an eye out for their workarounds Try to uncover their Jobs To Be Done Be curious: Ask follow-up questions! (What & How questions are better than Why)
- 16. JOURNEYMAPPING
- 17. CRAFTINGHMWQUESTIONS Get Aspirational: HMW make clothes shopping the best part of your week? Consider Emotions: HMW design a fitting room to boost your confidence? Take it to Extremes: HMW make shopping change your life? Question an Assumption: HMW know that clothes fit us without trying them on? Flip a Pain Point: HMW make it e鍖ortless to get in and out of jeans? Create an Analogy: HMW we make trying new clothes feel like a personal transformation? Focus on an Element: HMW amplify and celebrate finding the perfect pair of jeans? COOPER PROFESSIONAL EDUCATION EXAMPLE INSIGHT: SHOPPING FOR CLOTHES IS LIKE AN ARDUOUS, PAINFUL TEST OF YOUR STAMINA
- 18. What are the uncertainties or gaps in your knowledge? What seems to be the problem? Where/How can you best find answers to your questions? 1. Assume 2. Introspect 3. Strategize RECAP:EXPLORINGPROBLEMS Seek out, collect, and document information 4. Observe 30 min 16 min (x2)
- 19. RECAP:UNDERSTANDINGPROBLEMS What patterns are emerging? What did you see and hear? What was surprising? What tensions exist? What opportunities exist for growth? 1. Reflect 2. Theme 3. Insight 4. How Might We? 30 min + lunch
- 20. LETS JAM!!