Methods notebook

Method’s Notebook Methods are the avenue by which designers derive knowledge regarding the human experience. This book contains a spectrum of methods to facilitate all phases of the design process from data collection to data analysis to concept generation. Happy Reading!

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The power of methods ..is that each provides an opportunity to structure conversations that can help us better understand and empathize with people, and as a result build more meaningful products.

Alisa Avigan

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Source: Martin + Hanington, Universal Methods of Design

Table of Contents

Interview

pp. 1-3

Ethnography

pp. 4-7

Contextual Inquiry

pp. 8-11

Diary Study

pp. 12-15

Elito Method

pp. 16-19

Affinity Diagram

pp. 20-23

Artifact Analysis

pp. 24-27

Cultural Probe

pp. 28-31

Genealogy and Landscape

pp. 32-35

Visual Ethnography

pp. 36-39

Experience Mapping

pp. 40-43

Card Sorting

pp. 44-47

Bodystorming

pp. 48-51

Read Method

pp. 52-55

Synthesis

pp. 56-59

Interview Interviewing is a technique used by researchers to engage directly with subjects through questioning. Interviews generally try to elicit qualitative information from subjects regarding their emotions, thoughts and behavior.

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Interviews are a fundamental research method for direct contact with participants, to collect firsthand personal accounts of experience, opinions, attitudes, and perceptions.

Interview

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Source: Martin + Hanington , Universal Methods of Design

Nature: Qualitative User Research Method Context:

1

Interview

Nature: Qualitative User Research Method Context:

What To Bring

Procedure

1.

2.

3.

4.

5.

6.

1.

2. Frame the problem and choose a user-group 3.

Recording device Extra batteries A notepad A couple of pens and pencils The list of questions video recorder (optional)

or unstructured 4. Draft a list of preliminary questions that revolve around 5. schedule interviews 6.

tions in order to compare your expectations with the results 7. Go over the questions and review the topic enough times 8. Bring relevant materials to the interview 9.

10. write down impressions as they are fresh in your mind 11. Transcribe the interview and analyze the transcription to derive insights.

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Interview

Nature: Qualitative User Research Method Context:

The Meaning of Comfort: January 27, 2014

Objective

Questions Asked Question 1: -

cal experience of the investigated emotional state (i.e. comfort).

-

Question 2:

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dent in which you experienced comfort.

What Occurred

Tips

ing academic experiences that one can pursue. Although all human beings experience comfort, I thought it would be interesting to investigate how

What Worked: Conducting the interview in the homes of the subjects

that is considered to be anything but comfortable. I interviewed three Caucasian.

Since I tangentially knew the subjects through friends, I was able to conduct the interviews in the subjects’ homes, because I wanted the interviewees to feel as comfortable as possible so that they would be more open to sharing personal information and stories. Since the interview questions were fairly vague, I allowed myself the liberty to ask follow-up questions, in order to collect as much detail as possible.

I recorded the interview using the audio feature of Microsoft Notebook, and took notes concurrently in the program.

allowed them to feel more comfortable and therefore more responsive to my questions. This style of interview was especially helpful at getting at the phenomenological experience of comfort.

What Didn’t: Taking notes on my laptop while the subjects were

speaking was distracting and slightly insensitive. It also prevented me from being able to make eye-contact with the subjects. In addition the second question was a little too vague and required further explanation.

Try Next Time: Instead of taking notes on the computer bring a note-

pad. Use a recording device that is less intrusive. Try to think of ways to provide further explanation for questions, without asking leading questions.

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4

Ethnography Ethnography is a method which prescribes studying cultural groups in their natural settings. Ethnographers derive insights about cultural groups through engaging and participating in cultural events and rituals. Long-term involvement is desirable.

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Design ethnography approximates the immersion methods of traditional ethnography, to deeply experience and understand the user’s world for design empathy and insight.

Source: Martin + Hanington , Universal Methods of Design

Ethnography

Nature: Qualitative User Research Method Context: Exploration, Observation

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Ethnography

Nature: Qualitative User Research Method Context: Exploration, Observation

What To Bring

Procedure

1.

2.

3. Pens and pencils 4. Recording device (video preferred) 5. Extra batteries 6.

1.

2.

3. Fieldnotes should consist of two columns - the left column measuring 1 inch and the right column measuring the remaining width 4. Conduct a pilot-study to gain practice 5. Bring relevant items to the session 6. Write down the time and date of session 7. Arrive 20 minutes prior to session to set-up equipment 8.

9. purpose of the study 10. point 11.

12. Write down time-stamps in the left column for every 3-5 right column. Observations should be contained in <> 13. Try to type up transcription within 24 hours of session

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Ethnography

Nature: Qualitative User Research Method Context: Exploration, Observation

Clutter and Hoarding in the Home: February 3, 2014

Objective To understand clutter and hoarding in the home through conducting an ethnographic study. We were asked to look beyond our preconceived notions of hoarding and focus on the relationship that subjects have with their possessions and how their behavior is affected by these relationships.

What Occurred law student at the Maurer School of Law. She moved to Bloomington in Sepbedroom apartment and has no roommates. Before moving to Bloomington, she lived in a suburb of Chicago.

Before conducting the session, we conducted a pilot study at 3:30 pm at subject’s apartment, she was in the midst of working on her laptop. We introduced ourselves and chatted for a little. We then told the subject to continue with her activities, while we set up our audio-visual equipment and quickly Since the subject recently moved into the apartment, we began our interview by asking the subject to show us some items that she brought from her previous residence. We toured the subject’s apartment, taking notes and recording our interactions and conversations with her.

Tips What Worked:

We took turns engaging with the subject and operating the recording equipment. This allowed the researcher who was conversing with the subject to be fully immersed in the engagement without having to worry about the technical operation of recording. It was also helpful to draw the a little bit about the subject before-hand helped us frame our study and have a plan for the types of questions we would ask.

What Didn’t: We probably should have devoted more time to observing the subject, rather than just interviewing her.

Try Next Time: Try to plan the ethnographic study around an activity that the subject naturally engages in. This will allow for a more natural immersion and observation of the subject.

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Contextual Inquiry cover their real needs and problems. In order to understand the mental models, tools, terminology, methods, goals and value sysIn addition, researchers must verify all interpretations that they make with their subjects.

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Contextual inquiry is an immersive, contextual method of observing and interviewing that reveals underlying (and invisible) work structure.

Source: Martin + Hanington , Universal Methods of Design

Contextual Inquiry

Nature: Qualitative User Research Method Context: Exploration, Observation, Testimony

9

Contextual Inquiry

Nature: Qualitative User Research Method Context: Exploration, Observation, Testimony

What To Bring

Procedure

1.

2.

3. Pens and pencils 4. Recording device (video preferred) 5. Extra batteries 6.

1.

2.

3. Do background research on the problem space 4. Bring relevant items to the session 5.

6. ter-apprentice relationship. Emphasize your role as an ap7.

8. Set up the audio-visual recording equipment 9. Start recording 10.

11. â&#x20AC;&#x153;Concentrate on the actions and sequence (Kuniavsky).â&#x20AC;?

12. Ask for explanations only when perplexed- make sure the work is driving the interview.

13. tions.

14. and interactions.

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Contextual Inquiry

Nature: Qualitative User Research Method Context: Exploration, Observation, Testimony

Resourceful Everyday Design: February 10, 2014

Objective To understand how and why non-designers re-purpose objects in their daily lives. The result of this study will be a set of implications for re-appropriation.

What Occurred

Tips

Our research subject was Tracey Jen, a 21-year-old junior pursuing her BFA at Indiana University. Through our inquiry , we explored how Tracey re-appropriates every-day objects in her artwork and studio space. We chose to study an artist in situ, because we were interested in investigating the more esoteric reasons for re-appropriation. In contrast to designers and consumers who create and

What Worked: Since the subject was mostly stationary, we were al-

lowed the opportunity to set up a camera in the corner, which was fairly unobtrusive.

What Didn’t:

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We arrived at the subject’s art studio at 6:00 p.m. It was dusk and a layer of snow explaining the purpose of the inquiry. After some friendly banter, the subject told ment. We then quickly sketched the studio’s layout, to better understand the environment of the contextual inquiry. The subject was at ease, which allowed us to easily establish an apprentice-master relationship, as she worked on an installation for a future show.

unobtrusively.

Try Next Time: Ask the subject to think aloud as s/he works. Also

instead of hovering over the subject as s/he works, set up a seat next to the subject to put yourself at his/her level.

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Toys Social Networks Furniture Entertainment Equipment Work Equipment

Supports Interactions with pets.

Supports observation of friends and acquaintances. Supports conversations and gossip with Supports interactions with equipment.

Supports interactions with

Supports interactions with clients.

Audio Instruments Gardening 12

Supports interactions with environment and community.

1.

2.

Twine Laser

1.

2.

Instagram Facebook

1.

2.

Sofa Entertainment Console

1.

2.

3.

4.

Television Record Player Blu-ray/ surround sound WII

1.

2.

3.

4.

Television Speakers Mike

1.

2.

Guitar Tascam 60d

1.

2.

Chopsticks Cones

Diary Study A diary study is a method that is employed when trying to ascertain information that is susceptible to change over time. Partictypes: Feedback and Elicitation.

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Diaries or journals are guiding artifacts that allow people to conveniently and expressively convey personal details about their daily life and events to design teams.

Source: Martin + Hanington , Universal Methods of Design

Diary Study

Nature: Qualitative User Research Method Context: Exploration, Testimony

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Diary Study

Nature: Qualitative User Research Method Context: Exploration, Testimony

What To Bring

Procedure

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

6.

7.

A designed diary Writing utensils A camera Drawing utensils A container

Determine goals Design a diary Write-up the instructions Schedule the study -

ticipant 8. Communicate the instructions to the participant 9. Remind the participant throughout the study to continue completing diary entries 10. Collect the diary daily or at the end of the study 11. photographs taken or sketches drawn.

12.

nal ties.

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Diary Study

Nature: Qualitative User Research Method Context: Exploration, Testimony

Mundane Technologies: February 17, 2014

Objective To conduct an elicitation diary study to understand how people interact with mundane technology, i.e. simple technologies such as toasters and microwaves, in order to arrive at a set of implications for better designing

What Occurred

Tips

The chosen research participant was a 28-year-old Caucasian male, who is a student of journalism and ethnomusicology at Indiana University. In addition to being a student, the participant works as an audio engineer at a rental and staging company. Due to his expertise in sound production and editing, I focused my follow-up interview questions on exploring his experiences of audio that emanate from mundane technologies.

What Worked: The small spiral notebook with an attached pen al-

After securing a participant, I searched for a notebook that would best an attached pen, because I knew that my subject was quite mobile. I provided the participant with directions and communicated with him mostly over email and text-message, so as not to disturb his daily routine. When I collected the notebook at the end of the study, I conducted a half-hour interview with the participant.

lowed the participant to easily carry the diary to his daily activities. In addition, the diary was really amenable to capturing mundane details that other research gathering techniques may gloss over,.

What Didnâ&#x20AC;&#x2122;t: to read the handwriting of the participant at times.

Try Next Time: Try providing more direction to the participant. Posdirections.

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Elito Method The Elito method is a technique which helps researchers synthesize, analyze and generate concepts from collected data. Through

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The Elito method is used to develop solid design arguments grounded in research observations and anchored to business directives.

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Source: Martin + Hanington , Universal Methods of Design

Elito Method

Nature: Synthesis / Analysis Technique Context: Design Concept Generation

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Elito Method

Nature: Synthesis / Analysis Technique Context: Design Concept Generation

What To Bring

Procedure

1.

2.

3.

4.

1. Gather transcriptions and audio-visual recordings from contextual inquiry or ethnographic sessions 2. Create spreadsheet with the following columns: observa-

Transcriptions Audio-visual recordings Digital spreadsheet Scissors

3. Begin by writing down factual observations gleaned from the transcriptions and audio-visual recordings in the “observation” column 4.

5.

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sheet row or “logic line” and group them by category.

6. Use the categories and the individual “logic lines” within to begin ideating concepts 7. Explain concepts in the spreadsheet in the “concept” column.

8. Write down the names of concepts in the “metaphor” column

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Elito Method

Nature: Synthesis / Analysis Technique Context: Design Concept Generation

Elito Method Analysis: February 24, 2014

Objective To synthesize and analyze the data collected from the ethnographic study on hoarding practices in the home. Through using the Elito Method, we created logic lines based off of each observation and ideated concepts

What Occurred

Tips

We began by creating a spreadsheet which featured the following columns: observations, judgments, values, concepts and metaphors. Then we reviewed the transcription and recordings from the ethnographic session,

What Worked: The Elito method was very helpful in terms of both or-

We then paired each observation with a judgment and value to create a logic line. We printed out the spreadsheet and cut out each logic line.

We sorted the different logic lines by theme to derive the following six categories: travel, DIY, memories, resourcefulness, personality and junk.

Being able to view these broader categories along with the individual logic lines, helped us to see the bigger picture, without losing touch with the storm concepts that appealed both to the subjectâ&#x20AC;&#x2122;s values as well as the details that characterized her daily life.

ganizing and categorizing data. It helped us to separate observations from interpretations. Inputting the data on a spreadsheet not only allowed us to visualize it, but it also allowed us to section the data into modular parts.

These modular parts gave us a control by which to compare the different data sets, helping us group together data sets based on similarities and overlapping themes.

What Didnâ&#x20AC;&#x2122;t: Due to the short nature of our ethnographic study, it

Try Next Time: Use in situations where you have thoroughly studied the subject and are comfortable judging and interpreting the data.

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Affinity Diagram liers are highlighted helping designers generate research insights that are concretely grounded in the collected data.

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Affinity diagramming is a process used to externalize and meaningfully cluster observations and insights from research, keeping design teams grounded in data as they design.

Affinity Diagram

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Source: Martin + Hanington , Universal Methods of Design

Nature: Synthesis / Analysis Technique Context: Design Concept Generation

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Affinity Diagram

Nature: Synthesis / Analysis Technique Context: Design Concept Generation

What To Bring

Procedure

1.

2.

3.

4.

5.

6.

7.

8.

9.

1.

2.

3.

Five colors of post-it notes (100 each) Writing utensils Transcription Expo markers for categorization Stopwatch for timing the exercise Excel spreadsheet Lots of energy!

4.

5.

6. Begin by writing down factual observations collected from 7. categories emerge 8. Come to decisions about disagreements over placement 9. Make duplicates where necessary 10. Start naming categories 11. Group categories and name broader categories 12.

13.

14. Brainstorm design concepts based off of insights.

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Affinity Diagram

Nature: Synthesis / Analysis Technique Context: Design Concept Generation

Affinity Diagram: March 3, 2014

Objective order to develop insights about how and why non-designers repurpose

What Occurred

Tips

Our research subject was Tracey Jen, a 21-year-old junior pursuing her BFA at Indiana University. Through our inquiry , we explored how Tracey re-appropriates every-day objects in her artwork and studio space.

What Worked:

We began by writing each factual observation, that we gleaned from the transcription and audio/visual recording on an individual post-it note. As we put the post-it notes up on the wall, we would arrange them by commonality. If we didnâ&#x20AC;&#x2122;t agree about a placement, we would have a discussion and come to a decision. Sometimes we would duplicate a post-it if it belonged in more than one group. We then named each category and arranged the categories into broader categories. We repeated this process

ways. It helped spark insightful discussions between me and my research partner. It was also a very dynamic method, allowing us to rearrange it data, granting us a well-rounded foundation from which to derive design concepts.

What Didnâ&#x20AC;&#x2122;t: Try Next Time: Have a discussion with your team about what counts

Through examining the broader categories, we were able to generate

as acceptable content for post-it note entries, before beginning the exercise

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Artifact Analysis terial, construction, function, provenance and value.

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A systematic examination of the material, aesthetic, and interactive qualities of objects contributes to an understanding of their physical, social, and cultural contexts.

Source: Martin + Hanington , Universal Methods of Design

Artifact Analysis

Nature: Exploratory Analysis Context: Observation, Design Concept Generation

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Artifact Analysis

Nature: Exploratory Analysis Context: Observation, Design Concept Generation

What To Bring

Procedure

1. The artifact of analysis 2. Sketching utensils 3. Secondary research materials

1.

2.

3.

Material: Man-made? Natural? Typical Use? Construction: Is the construction apparent from the form of the Function: What does the artifact do? The intentions of the maker?

Provenance: The history of the artifact from its origins to its use.

Value: The social and cultural value of the artifact and the value that the make imbues into the artifact.

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Artifact Analysis

Nature: Exploratory Analysis Context: Observation, Design Concept Generation

Strangely Familiar: March 10, 2014

Objective To analyze a mundane object through the lenses of material, construction, function, provenance, value in order to better ascertain the identity of the drive design concepts concerning the repurposing of the object.

What Occurred

Tips

After selecting a mundane object to be analyzed, I began to sketch the object from different angles. Doing this allowed me to become aware of aspects of the artifactâ&#x20AC;&#x2122;s materiality and construction, that were invisible to me before.

What Worked: Through sketching the artifact, I became conscious of -

derstand from just looking at the artifact.

What Didnâ&#x20AC;&#x2122;t: There seems to be a synthesis step missing from this

method. After analyzing the artifact from these different lenses, it was as well as conducting secondary research to learn about the artifactâ&#x20AC;&#x2122;s many uses across locations and time. I continued this process of comple-

analysis and the concept generation stage.

for the analytical categories of Provenance and Value.

Try Next Time:

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gory to derive more profound insights to drive design concepts.

After I completed the analysis, portion I derived the insight that tape allows people to regain control over their capricious environments. I began thinking about how tape could be used to control bug infestations and dirt collection, which drove my design concepts.

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Cultural Probe The cultural probe is a package designed to evoke certain feelings, thoughts or behaviors revolving around a selected problem space or use group. This method was originally devised as an exploratory device rather than a research gathering technique.

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Cultural probes are provocative instruments given to participants to inspire new forms of self-understanding and communication about their lives, thoughts and interactions.

Source: Martin + Hanington , Universal Methods of Design

Cultural Probe

Nature: Qualitative Research Method Context: Problem Space Exploration

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Cultural Probe

Nature: Qualitative Research Method Context: Problem Space Exploration

What To Bring

Procedure

1. Cutting Mat 2.

3. Craft tools

1. Select a problem space or user group 2. Do some preliminary research 3.

4. Consider the process of receiving and unpackaging the probe 5.

6.

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tivities 7. Provide detailed instructions with your probe 8. Deploy the probe for at least a couple of days 9. Conduct a follow-up interview up based on the state of the probe when it is returned

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Cultural Probe

Nature: Qualitative Research Method Context: Problem Space Exploration

Broken Probe March 24, 2014

Objective To explore the loss that is associated with divorce. Due to the sensitive icate subject through a less sentimental lens. We assembled and deployed

What Occurred

Tips

Our subject who is currently engaged to her same sex partner was divorced after ten years of heterosexual marriage . After discovering that our subject still is hyper sensitive toward the topic of her divorce, we decided to approach the

What Worked: The subject responded well to the activities that we asked her to complete. Although the activities did not exactly prompt her to think

important insights and design implications related to topics outside of loss. the hopes that this more approachable topic would ease the subject into discussing the more emotional facet of the loss associated with divorce.

We chose to include a spectrum of items in the probe, ranging from direct to abstract. We designed the probe so that the subject would encounter the more direct items from the outset., This would provide her with a framework with which to view the more abstract items. Example items from the probe include: an eviction notice, an hour-glass and an audio track of whispering sounds. All these items were housed in a chest, which was locked with padlocks with male and female gender symbols, representing her prior heterosexual marriage. We utilized worn items so as to more effectively evoke past memories and feelings of community.

What Didnâ&#x20AC;&#x2122;t: In general, we failed to gather much useful information about

how our subject experienced loss. This was due to the fact that the objects that we included in the probe were not provocative and direct enough. Many of the items that we saw as direct, were simply too abstract.

Try Next Time: Unless the purpose of the probe is very exploratory in nature, try to utilize more items that are more directly related to the topic of study. Reexamine items that you regard as direct and ask yourself how the item can be redesigned to be even more direct or obvious.

31 A

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Genealogy and Landscape Landscape analysis helps to classify the relationship between objects as either competitive, cooperative or independent.

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Genealogy is a form of analysis that traces the emergence, development, and transformations of a concept, type of artifact, or practice. Landscape analysis is derived from urban design that examines relationships and configurations of a set of artifacts in a given material ecology.

Genealogy and Landscape

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Source: Shaowen Bardzell

Nature: Qualitative Research Method, Insight Development Context: Exploratory, Insights by Analogy

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Genealogy and Landscape

Nature: Qualitative Research Method, Insight Development Context: Exploratory, Insights by Analogy

What To Bring

Procedure

1.

2.

3.

4.

1. Recruit a participant either in advance or on a whim 2. Ask the participant to empty his or her bag 3. only those which they feel comfortable displaying 4. Ask the participant to arrange the items in a way which makes sense to him or her 5. Ask them to describe and item of importance 6. Ask them to describe another item that is quite different 7.

8. recordings ASAP

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Fieldnotes Camera Audio-visual recording device Instructions

Genealogy and Landscape

Nature: Qualitative Research Method, Insight Development Context: Exploratory, Insights by Analogy

Personal Possessions March 31, 2014

Objective The genealogy and landscape analyses offer complementary lenses from which to understand the role of possessions. The genealogy analysis illuminates the human to possession relationship, by revealing the subjectâ&#x20AC;&#x2122;s values and behavior towards his/her possessions. In contrast, the landscape analysis illuminates the possession-to- possession relationship, revealing whether possessions are cooperative, competitive or independent within the larger ecosystem of artifacts. It is important for designers to engage in both genealogy and landscape analyses, because in order to derive design implications, one must understand both how humans relate to their possessions and how the possessions relate to each other and their environment.

What Occurred

Tips

Due to the fact that the subject was an acquaintance of one of the researchers, we were able to contact him in advance and ask if he was available for a 20 minute study concerning possessions. He agreed and we scheduled a meeting to take place within the School of Informatics and Computing. We reserved a private room for the meeting in order to allow the subject to feel as comfortable as possible when talking about his personal possessions. The subject arrived at the meeting accompanied by his girlfriend.

What Worked: The subject was a proactive participant. He enjoyed

At the beginning of the meeting, we, the researchers, introduced ourselves to the subject and his girlfriend and asked him to take out the items that were contained within his backpack. We emphasized that he did not have to remove all the items in his bag, but simply the ones he felt comfortable revealing. We gave the subject the following directions:

talking about his possessions and gave ample explanations. The presence of his girlfriend helped him remember the back-story of some items that also played a role in her life, and she would often chime in to provide further details. In some manner, she provided a familiar context for analyzing his personal items.

What Didnâ&#x20AC;&#x2122;t: Although the presence of his girlfriend helped him to remember many qualities of his items that otherwise he may have forgotten to mention, it is also possible that her presence pressured him to be dishonest or suppress other vital pieces of information.

Organize the items in your bag, in an organization that makes sense to you.

Try Next Time: you talked about.

others as well as individually, in order to get a more well-rounded view.

35 A

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Visual Ethnography Visual Ethnography is a method which relies on visual data for insight and concept generation. Through taking photographs of users in situ, researchers not only produce permanent artifacts to be analyzed later, but also become keenly observant in the session.

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Recording the mundane and idiosyncratic features of everyday life through photographic technique ... to interpret the visual data for design interventions. The objective is to use photography as a lens to understand a target population, focusing on the context in which images are produced.

Visual Ethnography

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Source: Shaowen Bardzell

Nature: Qualitative User and Place-Centric Research Context: Observation, Design Concept Generation

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Visual Ethnography

Nature: Qualitative User and Place-Centric Research Context: Observation, Design Concept Generation

What To Bring

Procedure

1.

2.

3.

4.

5.

1. Choose a problem space 2.

3. the terms of the study to avoid confusion during the session. Ask for permission to take photographs.

4.

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Camera Audio Recorder Fieldnotes Pen A list of relevant questions

5.

tions as they become relevant

6.

clarify areas of confusion

7.

8. her the results of your study.

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Visual Ethnography

Nature: Qualitative User and Place-Centric Research Context: Observation, Design Concept Generation

Heirloom April 7, 2014

Objective situ, and use the gathered visual data to derive design implications. We chose to focus our inquiry on the merchants of Bloomington nostalgia shops, due to their prevalence in the area and their landmark status.

What Occurred

Tips

Since the nostalgia shops in Bloomington are located in close proximity to one another, our approach was to walk from store to store and interview/ photograph the merchants on a whim. We conducted the visual ethnography as a team. I took the photographs, whereas my research partner conducted the interviews.

What Worked: Charging each researcher with either the task of inter-

would introduce ourselves as masterâ&#x20AC;&#x2122;s students and explain that we were doing a project about vintage store owners in Bloomington.

viewing or photographing the subject, helped us to maintain an organized front during the research session, as well as collect all the necessary data.

In addition, choosing a niche subject, allowed us to ask educated questions, as we were able to follow-up on what one merchant said with a merchant at another store who shared similar experiences.

What Didnâ&#x20AC;&#x2122;t: Conducting impromptu visual ethnography sessions interesting photographs of merchants who tend to remain stationary.

out that we were students doing research. Many were concerned about privacy and whether this information would be shared. Often after some reassurance and ice-breaker chit chat, the merchants would warm up to us and begin to open up about their daily activities, aches and pains.

Try Next Time: Plan a visual ethnography session and explain the objectives to your subjects in advance. Choose subjects that are active.

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www.adaptivepath.com

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Experience Mapping Experience mapping is an approach used to chart the thoughts, feelings and actions that users are having across the different touch points of a product, service or environment. Experience maps can represent either the current or ideal trajectory.

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An experience map is a strategic tool for capturing and presenting key insights into the complex customer interactions that occur across experiences with a product, service, or ecosystem. At the heart of an experience map lies the customer journey model, an archetypal journey created from an aggregate of all customers going from point A to point B as they attempt to achieve a goal or satisfy a need.

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Source: Adaptive Path

Experience Mapping

Nature: Qualitative User Research Method Context: Identifying Problems/Opportunities

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Experience Mapping

Nature: Qualitative User Research Method Context: Identifying Problems/Opportunities

What To Bring

Procedure

1.

2.

3.

1. Review data 2. Identify touch points 3.

4.

5.

6.

7. is accessible

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Experience Mapping

Nature: Qualitative User Research Method Context: Identifying Problems/Opportunities

In-Class Assignment April 8, 2014

Objective video for the product and to identify the different touch points as well as the user’s emotional trajectory throughout these various touch points.

What Occurred

Tips

We worked in pairs to create the Experience Map. We began by watching the promotional video for the product, individually recording the product’s touch points as well as the user’s emotions across these touch points.

What Worked: This technique is really unique in that it makes visible

needed to then work together as a pair to identify the most important choose touch points that existed at the beginning, middle and end of the product’s experience to shape a holistic view of the trajectory.

After settling on a collection of touch points, we interpreted the promotional video to identify the thoughts, feelings and actions that a typical user Map included a graph that showed valence of emotion on the y axis and displayed the different outpoints on the x axis. Below the graph’s x axis, the thoughts, feelings and actions at each touch point were described.

the invisible nature of experience and prioritizes designing for experience, rather than solely for function or aesthetics.

What Didn’t:

plane since they aren’t necessarily binary in nature. Furthermore, in the case that we would be using real data to create the Experience Map, it

Try Next Time: Brainstorm different kinds of graphs that may be bet-

ter at expressing the complexity of emotion. Maybe use different color lines to represent emotions such as happiness, sadness, frustration, surprise and show how they rise and fall throughout the experience. Identify the qualities of the touch point that cause such emotions, in addition to just the touch points themselves.

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http://www.experientia.com/blog/uploads/2013/10/UnicreditATM/2.jpg

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Card Sorting Card sorting is a method that is traditionally used to generate models for the information architecture of websites. Through having

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Card sorting is a technique thatâ&#x20AC;&#x2122;s used to uncover how people organize information and how they categorize and relate concepts...The goal is to get perspective on how your intended audience understands your proposed information space... It provides an idea of how concepts relate to each other.

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Card Sorting

Nature: Quantitative / Qualitative User Research Context: Understanding Mental Models, Concept Generation 45

Card Sorting

Nature: Quantitative / Qualitative User Research Context: Understanding Mental Models, Concept Generation

What To Bring

Procedure

1. A deck of durable and identical cards (about 52) 2. Post-its 3. Pens 4.

1. you wish to be sorted 2. the names of the categories 3. sort the cards in a fashion that makes sense 4. Emphasize that there is no right or wrong answer 5. the categories that are forming 6. into broader categories and label those categories 7. When the task is complete thank the participant and begin analyzing the data

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Card Sorting

Nature: Quantitative / Qualitative User Research Context: Understanding Mental Models, Concept Generation

Adaptive Path Study Objective To use card sorting to ascertain which news features of a website were most valuable to users as well as most frequented in order to give the http://www.experientia.com/projectsandclients/corporate-ethnography/

What Occurred

Tips What Worked: This method is most traditionally used and effective in

the design of information architecture for complex websites, as it helps developers understand the priorities of users in accessing information. asked to think aloud as they sorted the cards, so that the researchers could understand the motivations and rationales behind their choices. research team asked the twelve participants to move onto the task of ranking frequency of use of features. Participants were asked to sort the

What Didnâ&#x20AC;&#x2122;t: Although this method helps to set foundations for orga-

nization, it would be less helpful for products that sell a ludic experience.

Generally, websites that operate to sell products need to be as clear and intuitive as possible. This method would be helpful to sites of this variety.

In contrast, applications that engage users in play (such as game sites) would want to surprise and delight users, rather than offer a completely rationale and sterile architecture.

Try Next Time: Stray away from purely traditional applications of card level of priority on the website.

sorting. As designers, we can use card sorting to brainstorm new organizations that prioritize experience.Think about the novel Songza approach.

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Photo Credit: Mitch Spicer

Bodystorming Acting out a scenario which engages your senses in order to experience a feeling, thought or behavior which is typical of the user group being studied. Experiencing that which your users experience helps to engender empathy and to generate design concepts.

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An embodied form of brainstorming which enables designers to generate design ideas through imagining themselves in the minds and bodies of users.

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Source: Wakkary, How Informances Can Be Used in Design Ethnography

Bodystorming

Nature: Qualitative User Research Method Context: Concept Generation

49

Bodystorming

Nature: Qualitative User Research Method Context: Concept Generation

What To Bring

Procedure

1. Scenarios 2. Props 3. Sketchbook 4.

5.

1. Write a scenario which is typical of the user group being studied.

2. Consider having members of the user group write or help write the scenario.

3. Bring the scenario along with the relevant props to a workshop with your fellow design team.

4. Swap scenarios with members of the design team.

5. Engage in the scenarios with partners.

6. feelings and behaviors.

7. insights and concepts based on your observations.

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Bodystorming

Nature: Qualitative User Research Method Context: Concept Generation

In-Class Assignment April 22, 2014

Objective To generate design concepts geared toward users with disabilities by way of experiencing scenarios through a disabled userâ&#x20AC;&#x2122;s perspective. Other positive outcomes that arose out of the bodystorming session included better understanding users as well as empathizing with them.

Photo Credit: Mitch Spicer

What Occurred

Tips

Participants in the workshop were asked to write two scenarios detailing

What Worked: Through acting out the scenario, we were able to ex-

and then exchanged between participants. Participants would then act

dyslexia. As a team we were asked to read a collection of jumbled words to experience the feeling of being dyslexic.Through this exercise we came to understand that dyslexia is a burden experienced by both the dyslexic user as well as his/her colleagues.

This helped us develop the insight that although we cannot design a solution for dyslexia, we can design a more comfortable mode of interaction between those that are dyslexic and those that are not.

perience the frustration felt by both the dyslexic and non-dyslexic parties.

Experiencing this disability from different perspectives was integral to deriving our insight that dyslexia affects everyone in some manner.

What Didnâ&#x20AC;&#x2122;t: Although these scenarios have the ability to engender

deep empathy and understanding in designers, they also have the ability to be borderline offensive to those that are actually disabled.

Try Next Time: Recruit a disabled person to help author the scenar-

ios. This will help to create both more realistic as well as less offensive scenarios.

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SANSA STARK key terms

goodness honor humanity compassion strength eager ordinary simple family “a life of peace” thoughtful controlled

depth courage cleverness feminine subtle many layers romantic devoted caretaker forgiveness guile gentleness

KEY QUOTE: “Her courage and cleverness were often underrated because she channelled them through traditionally feminine means.

Rather than getting to showily resist, like Arya with Needle, she had to use subtly to negotiate the complexities and dangers of court.

So often the most celebrated female characters (Brianne, Arya) have to take on traditionally masculine roles to be adopted by the fans, while “evil women” (Cersei, Melisandre) use sexuality as a means to power, making it easy for fans to discount them. Sansa, over time, grew into a more complex figure. She represented a more interesting role for women in Westeros and in the fandom as a whole.”

The Read Method The Read Method recognizes the importance of artistic expression for communicating otherwise invisible aspects of the human experience. The Read Method prompts both subjects and designers to engage in a conversation through artistic expression.

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Inspired by the eulogies, maps, and follow-up interviews, we wrote a short story detailing our subjects’ connections to the Game of Thrones story. Through collaboratively writing a short story, we were able to externalize the details of our subjects’ phenomenological experience and situate their felt intimacy in a real-world setting; a setting which can be further enhanced by design interventions.

The Read Method

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Source: JerNettie Burney, Nancy Smith, Mitch Spicer and Alisa Avigan

Nature: Synthesis/Analysis Context: Data Collection, Analysis, Concept Generation

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The Read Method

Nature: Synthesis/Analysis Context: Data Collection, Analysis, Concept Generation

What To Bring

Procedure

1. Probe kit materials 2. Audio-visual recorder 3. Creative spirit

1.

2.

3.

4.

5.

6.

Design probes to enable artistic expression Dispense probes Collect probes + analyze materials Conduct follow-up interviews the problem space

7.

8. Generate design concepts 9. Input design concepts back into the artistic piece 10.

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The Read Method

Nature: Synthesis/Analysis Context: Data Collection, Analysis, Concept Generation

Intimacy in the Digital Age May 4, 2014

Objective To investigate intimacy in the digital age through designing our own research method. My team focused on the intimacy that people develop toward imaginary characters from the Game of Thrones narrative due to the epic story’s current popularity and die-hard fan base.

What Occurred

Tips

We began recruiting subjects through word of mouth and social networking sites. We recruited six subjects total. Three had read both the book and watched the show and the other three had only watched the show.

What Worked: The eulogies were very successful. Many of our sub-

We designed a probe for our subjects, which prompted them to engage character that they valued. The other activity asked the subjects to draw a map of the kingdom. We left the probes with our subjects for a week, before collecting them.

After collecting the probes, we analyzed the probe contents and conducted follow-up interviews. Inspired by both the follow-up interviews and the probe contents, we as a design team, collaboratively wrote a short story about our subject’s experiences of intimacy with Game of Thrones. We then analyzed our short story looking for design opportunities, and generated concepts. We then rewrote the story to include our concepts in order to evaluate whether they were contextually appropriate for our subjects.

jects revealed much about their intimate relationship with characters through the eulogies. Conducting the follow-up interviews was especially helpful in better understanding our subjects’ motivations. Collaborating on a short story as a design team, was not only fun, but extremely insightful, as it forced us to think about details of experience that are normally of our subjects.

What Didn’t: The maps weren’t as helpful in revealing details of the subjects’ intimacy with Game of Thrones.

Try Next Time: Experiment with other forms of artistic expression, such as: songwriting, drawing, painting, collage...

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Synthesis Prior to this course, I had been employing mostly quantitative methods in my design process. As an architecture student, I would visit the site of intervention and take notes on its contextual architecture, topography, dimension size, proximal population and demographics. Although these methods helped me to gain a more in-depth knowledge of the site, they did nothing to help me to better understand the perspectives of those who would eventually use and experience the site.

Data collection methods:

This course has exposed me to a breadth of qualitative, user-centered methods that help me to better understand the perspectives of the potential users of my designs. The main insights, which I gained from my experiences with the methods detailed in this notebooks are as follows:

t t t t t t t t t t

t Methods arenâ&#x20AC;&#x2122;t just data collection and analysis techniques, but can even be used to help generate design concepts t Methods help us situate our designs in real world contexts, through breaking down the barrier between designer and user t In addition to helping designers develop insights regarding a particular user group, methods also help designers to build rapport with and develop empathy for potential users t Just like design concepts, methods need to be designed at the discretion of the design team It was helpful to be exposed to a variety of methods that ranged from concrete to exploratory in nature. Most of the methods that we encountered throughout the semester are easily adaptable, can be used in tandem with other methods as well as applied to multiple phases of the design process.

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Data collection methods are those that help designers gather information regarding a particular user group through engagement with said user group. The data collection methods detailed in this notebook are listed below: Interviews Ethnography Contextual Inquiry Diary Study Cultural Probe Visual Ethnography Card Sorting Artifact Analysis Genealogy and Landscape Analysis Read Method

Note*: Some of these methods can be used for purposes other than data collection.

I especially found both the cultural probe and visual ethnography methods to be apt at generating powerful insights. The cultural probe, which is a package consisting of materials and activities designed by the design team, provokes the subject to experience, reflect on and react to a desired emotion or experience. Since the subject is experiencing an intended feeling or experience through the probe, their immediate reactions and reflections can be captured. In contrast to an interview, which asks a participant to reflect on an event that has already passed, the cultural probe invites the participant to experience an event and reflect on it simultaneously.

Synthesis Although probes are often deployed to subjects and then later collected by the design team, based on my previous experience, it appears that this method would be most effective if the design team remains present as the subject experiences the probe. This will allow the design team to capture truly immediate reactions and be able to ask follow-up questions in situ.

Visual ethnography was especially appealing to me as a designer with a background in architecture. Taking photographs of subjects in situ allows designers to create an artifact that documents subjects’ relationships to space. Insights about how subjects utilize space can be derived from analyzing the spatial elements of the photograph. Design concepts, which directly respond to these spatial insights can then be generated, and then superimposed onto the photograph for evaluation about whether they actually are contextually appropriate and whether they truly benefit the subjects.

Data Analysis Methods: Data analysis methods are those that help designers translate data into insights through a rigorous process of analysis. The data analysis methods detailed in this notebook are listed below: t t t t t t

Affinity Diagramming Elito Method Artifact Analysis Genealogy and Landscape Analysis Experience Mapping Card Sorting

t Read Method Note*: Some of these methods can be used for purposes other than data analysis.

Of these methods, I find the affinity diagramming and experience mapping to be the most useful. Affinity diagramming is one of the most foundational data analysis techniques in a designer’s tool kit. It is very versatile, as post-its can be arranged based on any criteria decided by the design team. This means that the number of insights that can be derived is limitless, since insights depend on the arrangement of postits and there are infinite ways to categorize post-its. Since categories are not predetermined and flexible in nature, this method is inductive in nature.

In contrast, experience mapping is a deductive process. The framework for how to categorize information is predetermined. Experience maps organize information pertaining to a user’s experience across the significant touch points of a product or service. Experience is divided into the following three categories: thoughts, feelings and actions, to create a visual trajectory of experience. This method is integral, because it is a means of illuminating the usually invisible and complex aspects of experience.

The only problem that I encountered when using experience mapping is that it has the potential to overly simplify emotions. For instance, there an infinite amount of strains of happiness that are contextually dependent. Therefore, how can we create a visualization of emotional experience that doesn’t lose sight of the important details and complexities of happiness? Also, due to the finite nature of visualizations, experience maps have difficulty showing the long-term experience of

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Synthesis using a product or service. Although I plan on using experience maps in the future, I remain conscious of these issues and hope to come up with solutions to the aforementioned problems.

Concept Generation Techniques: Concept generation techniques are those that help designers generate design insights and concepts from the analyzed data. The concept generation methods detailed in this notebook are listed below: t t t t t t t

Visual Ethnography Body Storming Diary Study Artifact Analysis Affinity Diagramming Elito Method Read Method

Note*: Some of these methods can be used for purposes other than concept generation.

Of these methods, I am most excited to use the Read Method for generating future design concepts. The Read method is a technique that spans the data collection, data analysis and concept generation phases of the design process and was pioneered by my design team, consisting of: JerNettie Burney, Nancy Smith, Mitch Spicer and myself.

This method consists of assigning subjects the task of engaging in a selected form of artistic expression (ex. creative writing, painting, draw-

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ing, music compositionâ&#x20AC;Ś) regarding the selected problem space. In response, the research team will analyze the created artifact and conduct a follow-up interview to learn more about the subjectâ&#x20AC;&#x2122;s motivations and rationales. Based on the research teamâ&#x20AC;&#x2122;s analysis of the creative artifacts, the research team will respond through creating an artistic piece of the same genre that documents how the subject experiences the problem space. The artistic piece will then be analyzed by the research team for design opportunities. After design concepts are generated, they will be implemented back into the artistic piece and evaluated to see if they truly are contextually appropriate and benefit the lives of the subjects.

Artistic expression is one of the best ways to capture qualities of the human experience. It is especially apt at capturing those qualities of the human experience that we tend to remain subconscious in our minds.

Artistic expression, therefore has the ability to bring to light design opportunities that currently remain hidden and dormant.

When both subjects and designers are forced to engage in artistic expression, they subconsciously externalize aspects of experience that before remained internal. These aspects are illuminated in the artifact that is produced and then can be analyzed for design opportunities.

In conclusion, methods do not have to be scientific and sterile in nature. They can be exploratory, artistic, and intriguing. The methods in this notebook are building blocks that you can combine and alter.

Crafting a methodology for a project can be just as fulfilling of a design process, as the design generation itself. In my design process, I strive to use a variety of methods in tandem, of both the qualitative and quantitative nature, in order to capture a range of data facets that complement and triangulate one another.

Acknowledgements Thank you to Shaowen Bardzell and the AIâ&#x20AC;&#x2122;s of I310: Adam Williams, Stephanie Louraine, Angelica Rosenzweig, and Rayne Zhou for your help and mentorship during the course.

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Methodâ&#x20AC;&#x2122;s Notebook Contact: Alisa Avigan alisa.avigan@gmail.com www.alisaavigan.con

Alisa Avigan