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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
1. DEFINE THE PROBLEM 2. LIST POSSIBLE SOLUTIONS 3. ANALYSE EACH OPTION 4. PICK THE BEST AVAILABLE 5. IMPLEMENT THE SOLUTION
“We cannot solve the problems we have created, with the same thinking we used in creating them.
A. Einstein
Design thinking is… an approach you can use to
solve wicked problems, pursue innovation, and send rockets
to the moon
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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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
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
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
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?
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
61TELL ME A STORY
Data direct from user observations and interaction, usually difficult to measure numerically
qualitative
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
81BACK TO THE TASK
Guerrilla research to help understand consumers in and around Southern Cross
No interactions with users shadowing / observation only
15 minutes
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
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
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
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
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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
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
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
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