PRACTICAL DESIGN THINKING UNDERSTAND YOUR AUDIENCE

Tim Evans & Angus Campbell

Before we start 2

Everything is designed, few things are designed well.

-Brian reed

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Check out Doctor as Designer on medium

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One-hundred doctors were recruited to test the device. Only two doctors (2%) demonstrated all 6 administration steps correctly. 95% of doctors had to read the instructions.

In 37% of cases, the demonstration would not have delivered adrenaline to a patient.

The most frequent errors were: (57%) not holding the pen in place for >5 seconds (21%) failure to apply pressure to activate (16%) self-injection into the thumb.

Mehr S, Robinson M, Tang M. Doctor: how do I use my EpiPen? Pediatr Allergy Immunol. 2007;18:448–452

How hard can it be?

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The Edwards brothers said the device was special because it was designed by people who were intimately familiar with patients’ needs.

“This was something that I knew I was going to carry with me every single day.”

Designing with empathy

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“We put ourselves in the customer’s shoes and say, what do we want?”

HOW DO WE SOLVE PROBLEMS?

A DESIGN BASED APPROACH

1. DEFINE THE PROBLEM 2. LIST POSSIBLE SOLUTIONS 3. ANALYSE EACH OPTION 4. PICK THE BEST AVAILABLE 5. IMPLEMENT THE SOLUTION

Wicked problems

Wikid problems

health care

Wikid problems

education

“We cannot solve the problems we have created, with the same thinking we used in creating them.

A. Einstein

So how do we deal with these wicked problems?

DESIGN THINKING

Design thinking is… an approach you can use to

solve wicked problems, pursue innovation, and send rockets

to the moon

Design thinking has a design base

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D.School

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D.School

TENETS OF DESIGN THINKING

EMPATHETIC

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TENETS OF DESIGN THINKING

STARTS WITH POSSIBILITIES

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http://www.core77.com/posts/41855/Is-Design-Thinking-Rocket-Science

TENETS OF DESIGN THINKING

ITERATIVE

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LETS TALK ABOUT EMPATHY

CONTEXTUAL INQUIRY

PERSONAS

AFFINITY MAPPING

INTERVIEWS

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D.School

PERSONAS EMPATHY

What are Personas?

A persona is a “hypothetical archetype” or character who represents a group of users. It’s used to understand their goals, behaviours, attitudes and context in which they operate.

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What are Personas?

Personas come in a variety of forms

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Foxtel iQ3 : Discover phase findings May 2013 | Commercial in Confidence 212 Massive Interactive Pty Ltd. 5

Viewing

By myself With others

Open to new experiences

Timid Adventurous

Information Seeking

Sit back Hunt it out

Organisation

Too much work Will spend time

Learning

By accident Play until get it

Technology I own

The basics All the latest

Tech Ability

Luddite Wired

Social Networks

Not for me Awesome

Wealth

Struggling Affluent

Challenges

Is often distracted, concentration is low, wont read or seek out information

Is capable and will play around until she figures it out if the perceived value is high enough.

Stumbles on new content through friends and ads.

Discovering & Learning

Decision Making

Technology

Will wait, not in a rush for the newest technology as it out-dates quickly.

Waits for contracts to run out before upgrading

Uses skype to talk to her parents.

I record too much I’ll often record so much that I don’t have time to watch it all, I think when am I going to catch up on all of this.

I’m not sure when my episodes are on. Sometimes I miss the start of my favourite shows as I don’t know when they are on. I’ll be chatting with a girlfriend and they start talking about the new episodes and I’m thinking how did I miss this.

It’s all about the kids at the moment!I’m busy looking after the kids. I don’t want to spend a lot of time and effort finding something to watch. I’ll record a show, to watch later when the kids are in bed, that way I can skip the ads .

It’s cheaper at the DVD store When my husbands home we will go to the DVD store and rent a film as its $2 rather than pay $6 with Foxtel. We had the movie channel and let it go as it was too expensive and not enough choice.

Kellie: Help me make the right choice

“Sometimes I’ll record a show and forget to press +20 and it doesn’t record the end, it’s another thing to remember”

Doesn’t have time to think about what to watch.

Recording shows that won’t get watched.

Missing the start of new season episodes.

Resistance to paying more

Has to think carefully about her spending as money is tight, likes a bargain or special offer.

Makes all the day to day household decisions.

Wants to avoid effort will use the EPG for laziness.

Kellie is married to Pete, they have two children Chloe 5 and Josh 3. They are currently renting but are hoping to buy something within the next year as Kellie really likes the area, it has a good school and plenty of parks for the kids. Pete travels away for work so Kellie spends a lot of time at home with just the kids. She likes to have the TV on as background company when Pete is away, it keeps her from feeling lonely.

Kellie has been with Foxtel for 4 years, she expects Foxtel to offer her more choice for her money especially as money is tight at the moment and they have after all spent lots of money with Foxtel.

Age: 28

Occupation: Home maker

Location: Maitland, NSW

Needs:Reduce her channels to what is in her package.

Make free content more obvious.

Reminders notifications - start dates for new seasons.

Being rewarded for loyalty as a long term subscriber.

Favourite Channels Favourite Brands & Apps

WHAT ARE PERSONAS?

The level of detail and focus of a persona depends on the product or service and our relationship with our team and client.

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37DETAILS

Mailchimp Personas

38CONTEXT

39MORE DETAILS

Isobar Persona for Foxtel

40MORE STATS

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Who is this user? What are their goals? How do they behave? What do they think? What are their pain points? What is the context in which they operate?

PERSONAS HELP INFORM

PERSONAS 42

Tell me a story, give me the factsPersonas help you design with empathy

WHEN & HOW TO SELL PERSONAS

PERSONAS

44WHEN TO USE PERSONAS

To make users part of the design process

As a focal point to galvanise a team

If a team is removed from the users

When there are multiple user types

I’M GOING TO NEED YOU TO GO AND FORGET ABOUT THE PERSONAS

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Create personas during the research phase to help identify and empathise with users

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During ideation and definition use personas to qualify ideas

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In test and prototype they form a basis for recruitment

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Personas also form the basis for website and service live optimisation / customisation

50BUT WAIT THERE’S MORE

Use them as a tool to engage clients with human centred design

Identify opportunity and areas for innovation

Provide focus on core features to ensure speed to market

Measure effectiveness of current and future solutions

SOME TIPS ON CREATION

PERSONAS

52TALK TO THE BOSS

53TALK TO THE FRONT LINE STAFF

54TALK TO THE MARKETING TEAM

55BRING THEM TOGETHER TO TALK ABOUT THE FINDINGS

56CREATE A PLAN

What do we know? What do we want to find out? Who are we talking to? Where will this take place? How long do we have? What will the outcomes be?

57ADDING SOME MORE DATA

quantitative qualitative

58TELL ME THE FACTS

quantitative

Data from reportable sources with numerical characteristics

59QUANTITIVE DATA

‣ Online Traffic Analytics - Google Analytics / Omnivore

‣ Marketing demographics - Nielsen / Roy Morgan

‣ Australian Bureau of Statistics

‣ Survey respondents

‣ Social media analysis

‣ Google insights

‣ Harvard business review / Gartner

60AGENCY REPORTS / WHITE PAPERS

61TELL ME A STORY

Data direct from user observations and interaction, usually difficult to measure numerically

qualitative

62INTERVIEWS

63DIARY STUDIES

64FOCUS GROUPS

65SHADOWING / CONTEXTUAL INQUIRY

Q&A 15Personas

CONTEXTUAL INQUIRY

PERSONAS

AFFINITY MAPPING

INTERVIEWS

LETS HAVE A CRACK 15Personas

69THE TASK - METRO 2020

HOLD ON

CONTEXTUAL INQUIRY EMPATHY

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73WHAT DO WE NEED TO KNOW?

STEPHEN P. ANDERSON

“It’s all about People, their Activities, and the Context of those activities.”

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Who is this user? What are their goals? How do they behave? What do they think? What are their pain points? What is the context in which they operate?

THINGS TO LOOK FOR

75EXAMPLES

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INSERT CHAPTER TITLE 78

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81BACK TO THE TASK

Guerrilla research to help understand consumers in and around Southern Cross

No interactions with users shadowing / observation only

15 minutes

CONTEXTUAL INQUIRY

Who do you think we will see?

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AFFINITY MAPPING EMPATHY

84AFFINITY MAPPING

85ANALYSING THE DATA

Combine data sets Group data and look for patterns Define the user segments Define measures to be used Discuss and refine Conduct additional research

KEY OBJECTIVE

Affinity Mapping

ANALYSIS

AGENDA

10 minutes 1. Group any patterns that emerge.

Understand & Discuss as a group

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Affinity map ‣ Sticky notes

‣ Sharpies

INTERVIEWS EMPATHY

KEY OBJECTIVES

Face to face interview

INTERVIEWS

AGENDA

10 minutes

DELIVERABLE

Interview notes

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RESOURCES

‣ Interview template

‣ Sharpies

1. Find out as much as you can about your

designated user onto the interview sheet

2. Use 5x Why’s exercise

PERSONA CREATION EMPATHY

KEY OBJECTIVES

Basic Persona Creation

PERSONA CREATION EXERCISE

AGENDA

20 minutes 1. Looking at the templates which one do we feel is best suited?

2. Generate personas based on data at hand

DELIVERABLE

Persona draft

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RESOURCES

‣ Sticky notes

‣ Sharpies

SOME PRO TIPS EMPATHY

PERSONA PRO TIPS EMPATHY

93PERSONAS - TRY TO AVOID

‣ Bland personas ‣ Personas which are too stereotypical ‣ No real data ‣ No first hand knowledge

Smashing magazine have a couple of good persona guides

94INVOLVE THE TEAM AND CLIENT

95USE REAL STORIES

96MAKE THEM PART OF DISCUSSION

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Personas Smashing Magazine has some easy to read resources http://www.smashingmagazine.com/2014/08/06/a-closer-look-at-personas-part-1/ http://www.smashingmagazine.com/2014/08/13/a-closer-look-at-personas-part-2/

Interaction design foundation has the most exhaustive explanation https://www.interaction-design.org/encyclopedia/personas.html

Cooper was a keen proponent for personas as part of goal directed design http://www.dubberly.com/articles/alan-cooper-and-the-goal-directed-design-process.html

OTHER RESOURCES

CONTEXTUAL INQUIRY PRO TIPS

EMPATHY

99CONTEXTUAL INQUIRY - PRO TIPS

‣ Think about the focus of the inquiry ‣ Involve the team ‣ Think about the time / weather and other influencing factors ‣ Record and photograph everything ‣ Overlay information on a map

This is a tool widely used in service design and less so in traditional UX

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Contextual Inquiry Ethnographic Research http://www.userfocus.co.uk/articles/ethnography.html

Wicked Problems https://www.wickedproblems.com/4_methods_for_research.php

OTHER RESOURCES

AFFINITY MAPPING PRO TIPS

EMPATHY

102PRO TIPS

Use the post-it app to capture the data!

‣ Too many people - less than six from across the team is ideal ‣ Too few people - cannot do this by yourself ‣ Everyone should contribute ‣ Read the notes, talk about why they’re placing them ‣ Iteration is key, this should be performed at least two to

three times. ‣ The output is subjective use it as such

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Affinity Mapping Service design toolkit http://www.servicedesigntools.org/tools/23

KJ Mapping https://www.mindtools.com/pages/article/newTMC_86.htm

Postit app http://www.post-it.com/3M/en_US/post-it/ideas/plus-app/?WT.mc_id=www.post-it.com/app

OTHER RESOURCES

INTERVIEWS PRO TIPS

EMPATHY

105PRO TIPS

Every mac comes with quicktime which you can use to record and playback your interviews

‣ Make people comfortable, make it natural ‣ Don’t use leading questions ‣ Don’t ask Yes/No questions ‣ Really listen to what people say - use silence as a tool ‣ Be mindful of your questions around sensitive matters ‣ Have a theory you want to explore ‣ Probe your questions / key points beforehand ‣ Record and review

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Interviews Forbes http://www.forbes.com/sites/shelisrael/2012/04/14/8-tips-on-conducting-great-interviews/#79686f4387a1

Ten tips http://www.techrepublic.com/blog/10-things/10-tips-on-conducting-effective-interviews/

Cognitive Bias and interview technique http://www.hkr.se/pagefiles/35002/gordonwillis.pdf

Bias! http://imgur.com/U4PJGuo

OTHER RESOURCES

CONTEXTUAL INQUIRY

PERSONAS

AFFINITY MAPPING

INTERVIEWS

Q&A15How to create Personas

EL FIN

15Personas