Why is it important to Observe?

Is Observing the same as Seeing?

So what should you look for?

Eight Eyes & the Art of Seeing

#1.Rituals/HabitsSomething that you do in day to day life on a recurring basis, may or may not be for a specific reason, may or may not be done consciously.

#1.Rituals/Habits

#1.Rituals/Habits

#2. AssociationsDo you relate an object/thought/emotion/memory/person with another object/thought/emotion/memory/person?

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#2. Associations

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#3. Cultural MarkersSigns that reflect the cultural or societal norms, thought or practice of a person/group/place/age.

#3. Cultural Markers

#3. Cultural Markers

#3. Personal/Usage MarkersSigns that reflect your personality, preferences, usage etc.

#3. Personal/Usage Markers

#5. Delight FactorsWhat makes you happy? What makes you as excited as a child? What makes you fall in love with a product?

#6. Pain PointsWhat makes you cry? What makes you tear out your hair in frustration? What makes you wish for something else?

#7. WorkaroundsThe path that a person resorts to, either to circumvent a problem or to optimize & make the best of a given situation.

#7. Workarounds

#8. ConstraintsConstraints can be environmental, situational, personal, social, technological or financial.

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#8. Constraints

Observation

Understanding

What is an Insight?

Observation

Insight

Why?

Why?

Why?

Why?

Why?

Ritual: Covering the mouth and phone while talking .

WHY? What’s the insight?

Putting Observations Together:

What’s the insight?

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Putting Observations Together:

What’s the insight?

+

Eight Eyes#1. Rituals/Habits

#2. Associations

#3. Cultural Markers

#4. Personal/Usage Markers

#5. Delight Factors

#6. Pain Points

#7. Workarounds

#8. Constraints

Photo/Video/Sketch

Observation# Tag:

Description of Observation

The ‘Why’ behind the observation/The Insight

Image & Video Reference:

Slide #3: http://www.youtube.com/watch?v=Ahg6qcgoay4

Slide #4: http://www.mid-day.com/columnists/2012/oct/281012-Observers-and-Observation.htm

Slide #6: http://curiousrituals.files.wordpress.com/2012/09/curiousrituals-book.pdf http://curiousrituals.wordpress.com/2012/09/

Slide #7: http://www.ideo.com/by-ideo/thoughtless-acts

Slide #8: http://www.youtube.com/watch?v=ZL9KJwUWouk

Slide #10: http://www.techeblog.com/index.php/tech-gadget/12-amusing-examples-of-car-icons-being-misinterpreted

Slide #11: http://www.randomspecific.com/horn-please http://reach4sachin.blogspot.in/2012/02/in-same-frame.html

Slide #12: http://collisioncenternorthscottsdale.com/body-shop/do-you-eat-while-driving-in-north-phoenix-or-scottsdale/ http://www.ecns.cn/2012/10-01/29165.shtml http://www.123rf.com/photo_2488740_child-s-drawing-of-her-happy-family.html

Slide #14: http://fuckyeahpursecontents.tumblr.com/

Slide #15: http://www.123rf.com/photo_12528308_used-broun-leather-belt.html/

Slide #16: http://cutcaster.com/vector/901946164-Social-networks-gadgets-icons-speech-bubble/

Slide #17: http://www.youtube.com/watch?v=hm46S_fkcuE&feature=related

Slide #18: http://www.projectsjugaad.com/2011/02/jugaad-is-a-magical-word/ http://www.facebook.com/abeytubhiengineerhai

Slide #19: http://www.mrsjanuary.com/organization/organizing-tip-use-bread-ties-to-label-cords/ http://www.wired.com/gadgetlab/2010/03/neat-hack-binder-clip-cable-keepers/ http://www.dcube.in/wijo-the-wire-jockey-senior.html

Slide #20: http://www.core77.com/blog/object_culture/the_embrace_infant_warmer__17845.asp

Slide #22: http://www.englishwithjo.com/english-idiom-of-the-day-tip-of-the-iceberg/

Slide #1: http://www.mid-day.com/opinion/2012/mar/110312-opinion-Look-Please.htm

2nd November 2012

Neelam Shetye User Researcher @SAP Labs, Bangaloreneelam.shetye@sap.com