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1 Web 2.0 Expo New York November 17, 2009 Well, we did all this research… Now what?

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Presentation on theme: "1 Web 2.0 Expo New York November 17, 2009 Well, we did all this research… Now what?"— Presentation transcript:

1 1 Web 2.0 Expo New York November 17, 2009 Well, we did all this research… Now what?

2 Portigal Consulting2 - Web 2.0 NYwww.portigal.com Some things just take time

3 Portigal Consulting3 - Web 2.0 NYwww.portigal.com Agenda Introduction Set the context Synthesis Turning field data into insights Ideation Turning insights into solutions

4 Portigal Consulting4 - Web 2.0 NYwww.portigal.com Introduction

5 Portigal Consulting5 - Web 2.0 NYwww.portigal.com Portigal Consulting We help companies discover and act on new insights about their customers and themselves

6 Portigal Consulting6 - Web 2.0 NYwww.portigal.com Typical Development Lifecycle Iterate and improve What to make or do? Refine ideas and prototype Launch

7 Portigal Consulting7 - Web 2.0 NYwww.portigal.com Where We Work Take a fresh look at people What to make or do? Launch Refine ideas and prototype Iterate and improve

8 Portigal Consulting8 - Web 2.0 NYwww.portigal.com Where We Work What to make or do? Launch Refine ideas and prototype Iterate and improve Use existing ideas as hypotheses

9 Portigal Consulting9 - Web 2.0 NYwww.portigal.com Where We Work What to make or do? Launch Refine ideas and prototype Iterate and improve History provides context to explore new opportunities

10 Portigal Consulting10 - Web 2.0 NYwww.portigal.com

11 Portigal Consulting11 - Web 2.0 NYwww.portigal.com Put Your Heads Together Work with a neighbor

12 Portigal Consulting12 - Web 2.0 NYwww.portigal.com Synthesis Turning field data into insights

13 Portigal Consulting13 - Web 2.0 NYwww.portigal.com Objectives Synthesis and Ideation Process Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7

14 Portigal Consulting14 - Web 2.0 NYwww.portigal.com Objectives Synthesis and Ideation Process Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7 Objectives are usually established up front, but you can regularly reconfirm as the project proceeds

15 Portigal Consulting15 - Web 2.0 NYwww.portigal.com Synthesis is Successive Refinement First process the experience you have collecting data (“in your head”) and then the data itself (“heavy lifting”) You’ll go through and refine it Then go through that and refine it Repeat!

16 Portigal Consulting16 - Web 2.0 NYwww.portigal.com Synthesis is Ongoing Throughout the data collection process ─Storytelling and regular debriefs: What did you see? What does it mean? ─Go talk about what you saw and write it up ─Get all the detail, don’t worry about what it means until later We create two-paragraph highlights of each interview to be shared with the rest of the team ASAP

17 Portigal Consulting17 - Web 2.0 NYwww.portigal.com Data In Your Head After we are done with fieldwork, we collate our reflections and quickly identify a starter set of 5 to 10 thematic areas –Some of these are right out of the field guide –Some of these are new patterns that you observed –We may see there’s an interesting area but we don’t understand the details yet We deliver this as a top-line summary –This helps us understand excites (or doesn’t excite) our clients and brings focus to the synthesis-to-come

18 Portigal Consulting18 - Web 2.0 NYwww.portigal.com The Heavy Lifting (Overview) Go back through our raw data closely and pull out anything noteworthy or provocative –This could be a pattern of ownership of products, a statement people made, a surprise you heard, a mental model, etc. Collaboratively develop and build up patterns, collate, coordinate, and refine –Discussing, writing, rewriting, discussing We produce a few points that make up a user experience brief (or opportunity areas) Support an emotional in- control state Bridge analog and digital Be tangible/tactile/visual Connect household members Sample of a user experience brief

19 Portigal Consulting19 - Web 2.0 NYwww.portigal.com Objectives Synthesis and Ideation Process Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7

20 Portigal Consulting20 - Web 2.0 NYwww.portigal.com Synthesis Mechanics Get field data in text form –Watch videos and type them up –Don’t worry about implications, keep a descriptive voice –If you use your own voice, do something typographic to call it out (ALL CAPS, highlight, etc.) –Get transcripts (and re-read, or watch ‘em and read) Review printouts by yourself and make marginal notes on what seems like a pattern, or what seems interesting –Ask yourself questions; give something a label; propose a solution Sample annotated transcript

21 Portigal Consulting21 - Web 2.0 NYwww.portigal.com

22 Portigal Consulting22 - Web 2.0 NYwww.portigal.com

23 Portigal Consulting23 - Web 2.0 NYwww.portigal.com

24 Portigal Consulting24 - Web 2.0 NYwww.portigal.com Synthesis Mechanics Together with team, present each field session as case study Using notes, narrate highlights –Who is this person, what did they do, what did they use, what problems did they have, what stories did they tell –Stick with the high level, set the context Bring up the meta-content: "Oh, here's a great quote!" –These are seeds for a brainstorm to label the theme –Others will add other examples that support or contest those themes

25 Portigal Consulting25 - Web 2.0 NYwww.portigal.com Synthesis Mechanics Make sure to follow the structure of getting through each story –Maybe putative themes don’t survive, but for now get 'em up on the board The first few narratives are slow and rich but eventually you’ll speed up because most everything has been covered Clustering! –i.e., observations, new models, and design implications Writing task to distill brainstorm material into key takeaways

26 Portigal Consulting26 - Web 2.0 NYwww.portigal.com Enable multitasking Enable serendipitous use Support events, not just conversation Sample User Experience Briefs Project AProject BProject C Keep the human touch in communication Allow people to move seamlessly between places Allow people to integrate seamlessly across different devices and systems Support an emotional in- control state Bridge analog and digital Be tangible/tactile/visual Connect household members

27 Portigal Consulting27 - Web 2.0 NYwww.portigal.com Activity: Synthesis (8 minutes) Work with a neighbor or two Quickly share your observations (even if you are making them RIGHT NOW) Find patterns and group your observations into buckets, for example: –Motivations –Hardware –Breakdowns –Learning For your best few buckets, produce a sentence with a point of view –i.e., rewrite ”Organizing Technologies” into “People are rejecting organizing technologies that have a perceived high barrier to usage” For each bucket, create a concise statement that describes an opportunity area –From “People are rejecting organizing technologies that have a perceived high barrier to usage” to “Enable obvious utility in a low-cognitive-load way” –Don’t describe how this should be done, just what should be done

28 Portigal Consulting28 - Web 2.0 NYwww.portigal.com Ideation Turning insights into solutions

29 Portigal Consulting29 - Web 2.0 NYwww.portigal.com Objectives Synthesis and Ideation Process Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7

30 Portigal Consulting30 - Web 2.0 NYwww.portigal.com Activity: Ideation Questions (1 min.) A simple step that reframes into actionable language Apply How can we…? to each point in your User Experience Brief From Enable obvious utility in a low-cognitive load manner to How can we enable obvious utility in a low-cognitive-load way?

31 Portigal Consulting31 - Web 2.0 NYwww.portigal.com Objectives Synthesis and Ideation Process Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7

32 Portigal Consulting32 - Web 2.0 NYwww.portigal.com What kind of solutions? Solutions exist across many different business areas –Content –Functionality –Visual design –Marketing –Services –Hardware –Software –Form factor –Packaging –Documentation –Retail design –Partnerships Even if you are unlikely to impact certain business areas, it’s crucial that you set that constraint aside for ideation

33 Portigal Consulting33 - Web 2.0 NYwww.portigal.com Activity: Business Areas (2 min.) Collectively, brainstorm a list of possible business areas to design for; think about whatever this business could do Use this list as a starting point –Content –Functionality –Visual design –Marketing –Services –Hardware –Software –Form factor –Packaging –Documentation –Retail design –Partnerships

34 Portigal Consulting34 - Web 2.0 NYwww.portigal.com Objectives Synthesis and Ideation Process Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7

35 Portigal Consulting35 - Web 2.0 NYwww.portigal.com Developing Strategies Responses to any particular ideation question can lead in different strategic directions Challenge the finding: Create learning opportunities to improve cognitive task management Embrace the finding: Leverage visual language of children’s toys Challenge the finding and change people’s behavior Support people’s behavior by embracing the finding Finding: People are rejecting organizing technologies that have a perceived high barrier to usage Ideation Question: How can we enable obvious utility in a low- cognitive-load way?

36 Portigal Consulting36 - Web 2.0 NYwww.portigal.com Finding: People are rejecting organizing technologies that have a perceived high barrier to usage Ideation Question: How can we enable obvious utility in a low- cognitive-load way? Strategies: Solutions: Developing Solutions Challenge the finding Create learning opportunities to improve cognitive task management Embrace the finding Leverage visual language of children’s toys Packaging Use a cartoon mascot Design Use primary colors Marketing List- making lessons Online Brain fitness games Packaging EZ opening

37 Portigal Consulting37 - Web 2.0 NYwww.portigal.com Generating Ideas Draw or write your idea Anyone can draw well enough for this activity Say your idea out loud Listen to the ideas of others Quantity over quality Build upon their ideas Rather than correct, just generate an alternative “Yes, and…” Remember to generate ideas, not just talk about the data

38 Portigal Consulting38 - Web 2.0 NYwww.portigal.com Getting Unstuck Come up with bad ideas –Immoral, dangerous, or bad for business Oblique Strategies (Eno/Schmidt) –iPhone App –@Oblique_Chirps

39 Portigal Consulting39 - Web 2.0 NYwww.portigal.com Ideation Activity (X min) Take your ideation question and generate –Strategies –Solutions Consider the range of possible business areas Most ideas will not turn out to be winners, but your goal is to develop a facility in connecting research data to solutions

40 Portigal Consulting40 - Web 2.0 NYwww.portigal.com Objectives What An Expert Does Findings User Experience Brief Ideation Questions Possible Strategies Possible Solutions 145 Detailed Solutions 623 7

41 Portigal Consulting41 - Web 2.0 NYwww.portigal.com Thank You! Portigal Consulting www.portigal.com steve@portigal.com 415-894-2001 Come to my IxDA event Yes, My Iguana Loves to Cha-Cha: Improv, Creativity and Collaboration at R/GA on Thursday!


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