Learn Toolkit (cover)

LEARN | CUSTOMER INSIGHTS & EMPATHY

DIGITAL DOCUMENTS ( for pr int )

TOOLKIT

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2TOOLKIT OVERVIEW

TOOLKIT:

OPENING DAY FIELD RESEARCH CLOSING DAY

PREP RECORD DEBRIEF SHARE

DISCUSSION GUIDE NOTES AND MEDIA DEBRIEF GUIDE SUMMARY TEMPLATE


3

ABOUT WITH BECOME

- Secondary research - Calls/Skype

- Interviews- Ethnographic Research/shadowing

- Deep empathy- Self-immersion


WITH: INTERVIEW DISCUSSION GUIDE

See Microsoft Word document“Learn-Toolkit-Discussion-Guide.docx”

WITH: INTERVIEW DEBRIEF CAPTURE

Pages 9-12

BECOME: SELF IMMERSIONCAPTURE

Pages 15-17

ABOUT:CONTEXTUAL RESEARCH FORM

Pages 6-7

STORY-SHARE YOUR CASE

Page 19

4OVERVIEW OF TOOLS

RESEARCH PLANNING DIRECTIVE

See separate document

WITH:INTERVIEWEE OVERVIEW

Page 12

Extra document (not required)

ABOUT

WITH

BECOME

ADDITIONAL


ABOUT


6ABOUT: CONTEXTUAL RESEARCH CAPTURE

[INSERT COMMON THEME]

• [Insert bullet point]

• [Insert bullet point]

[Insert brief description of theme.]

INDUSTRY TRENDS AND MARKET NOTES

[INSERT EXAMPLE 1]

[Insert text]

[INSERT EXAMPLE 2]

[Insert text]

LEARN TOOLKIT


7ABOUT: CONTEXTUAL RESEARCH CAPTURE

[INSERT EXAMPLE 3]

[Insert text]

[INSERT EXAMPLE 4]

[Insert text]

LEARN TOOLKIT


WITH


9WITH: INTERVIEW DISCUSSION GUIDE WORKSHEET LEARN TOOLKIT

Write a list of broad questions that you can ask to open the conversation and build rapport with interviewees:

OPEN AND GENERAL:

Write a list of questions that help you more deeply understand the interviewee and their knowledge. If interviewee is a user/customer try to understand their wants, needs, frustrations, and desires. Consider what they might be doing, thinking, and feeling as well.

GO DEEPER INTO TOPIC:


1 0WITH: INTERVIEW DEBRIEF CAPTURE LEARN TOOLKIT

[Insert prompts for your areas of inquiry/topic areas/themes or the ‘sections’ of the interview to help organize your team’s thoughts.]

Capture all responses and observations you can recall from the field visit. Be thorough; bullet points are okay.

DATA DUMP:

[Insert prompts for your areas of inquiry/topic areas/themes or the ‘sections’ of the interview to help organize your team’s thoughts.]

Capture all responses and observations you can recall from the field visit. Be thorough; bullet points are okay.



KEY OBSERVATIONS:

The facts of what you heard (verbatim/quotes), saw (key images?), sensed. Raw data.

[Insert here]

Capture the main points or learnings overall.

[Insert here]

SURPRISES:KEY TAKEAWAYS:

What did we see or hear that was particularly surprising, powerful, or evocative?

[Insert here]

PROJECT NAME: [Insert name here]DATE OF INTERVIEW: [Insert date here]INTERVIEWERS: [Insert names here]



IMPORTANT TO THEM:

What topics/stories seemed most important to the interview participant?

What are the underlying objectives, drivers, and barriers related to those?

What were the things the participant was most expressive or emphatic about—both positive and negative?

[Insert here]

What did we see or hear that adds depth, or connects to what we’ve learned from other participants?

What did we see or hear that conflicts with other participants, and why might that be?

[Insert here]

LOOK ACROSS RESEARCH:

What did we see or hear that challenges how the team has been thinking about the topic?

What did we expect to hear, but didn’t?

What seems like it was missing?

[Insert here]


1 3WITH: SUMMARY INTERVIEW DEBRIEF CAPTURE LEARN TOOLKIT

INTERVIEWEE OVERVIEW:

NAME: [Insert name here] ROLE: [Insert name here]

INTERVIEWERS: [Insert names here, here, here]

• [Story about interviewee, important information]

KEY TAKEAWAYS:

• [Narrow down to TOP 5 from previous page]

KEY OBSERVATIONS:

• [Narrow down to TOP 5 from previous page]

INITIAL IMPLICATIONS:

• [next steps, opportunities]


1 4WITH: INTERVIEWEE OVERVIEW LEARN TOOLKIT

[Insert here]

KEY INSIGHTS:OVERVIEW:

[Insert here]

LEARN PARTNER: [Insert name here]INTERVIEWEE NAME: [Insert name here]

PROFESSIONAL/USER GROUP: [Insert date here]LOCATION: [Insert names here]

[Insert here]

SUMMARY DESCRIPTION:


BECOME


1 6BECOME: SELF IMMERSION CAPTURE LEARN TOOLKIT

THINK:

[Insert description here]

FEEL:DO:

KEY TAKEAWAYS:

• [Insert key takeaways]

DESCRIPTION:


[Insert description here] [Insert description here]



PAINS: What Frustrations, Challenges, Obstacles did you face?


WANTS: How did this experience leave you wanting more?What could have made it better?

GAINS: What needs were met? Benefits were attained? How did you measure success?

[Insert description here] [Insert description here]




ADDITIONAL


2 0STORY TELL YOUR CASE FORM LEARN TOOLKIT

• [Key Observation (quote, etc)]• [List 3+]

IMPLICATIONS:KEY SUPPORTING DATA:

TITLE OF OPPORUNITY AREA: [Insert name here]

• [Key Observation (quote, etc)]• [List 3+]


Documents

Learn Toolkit (cover)