DeepSight: experience design and user experience services. by Gemma Wisdom

DeepSight

Pu+ng-human-insights-at-the-heart-of-design-and-innova6on ExperienceLab-have-been-helping-to-driveinnova6on,-shape-new-products-and-services,-

views-and-preferences-they-express-in-a-labenvironment.-Our-approach-is-also-informed-by-

and-direct-strategic-thinking-for-more-thanforty-years,-and-we-are-proud-to-have-some-of-

the-exper6se-built-up-in-the-team-overdecades,-and-brought-to-bear-on-every-project.-

the-best-researchers-in-the-business.-Our-staďŹ&#x20AC;are-skilled-at-gathering-rich-insights,-based-both-

We-call-our-peopleGcentred-research-approach,DeepSight,-and-it-draws-on-the-range-of-

on-peopleâ&#x20AC;&#x2122;s-real-life-experiences,-as-well-as-the-

techniques-detailed-over-the-following-pages.-

DeepSight

ExpertView

LifeView

LabView

Features:

Features:6

Features:

Expert-reviews,-usability- Field-research,-informal-

Usability-tes6ng,-

and-accessibility-audits,-

interviews,-observa6on,-- interviews,-card-

compe66ve-analysis,-

contextual-analysis,-

sor6ng,-prototype-

and-desk-research.-

diary-and-longitudinal-

evalua6on,-and-user-

studies.-

focus-groups.-

ExpertView

ExpertView6;6The6analyst’s6perspec?ve With-over-four-decades-of-experience,-

‘put-a-ﬁnger-on-the-pulse’-of-public-

and-thousands-of-successful-projects-

reac6ons-to-exis6ng-services-and-

completed,-we-have-learnt-a-lot-about-

products,-as-well-as-those-of-

how-people,-processes-and-technology-

compe6tors.-

can-work-in-harmony.--

ExpertView-techniques-include:-

We-are-ﬁrm-believers-in-the-value-of-

• Expert-reviews • Usability-audits

studying-people,-talking-to-them,-andobserving-them-in-their-natural-context,but-we-recognise-that-this-is-not-alwayspossible.-Perhaps-this-is-because-of-6mepressures-or-because-a-concept-is-notready-to-be-shared-openly.-In-any-case,we-can-s6ll-bring-the-analy6cal-abili6esand-experience-of-our-team-to-a-projectat-the-earliest-stages,-as-a-primer-for-alarger-project,-perhaps-to-help-define-orrefine-objec6ves,-and-on-an-adGhocongoing-basis.ExpertView-services-can-provide-aproject-team-with-early-feedback,-andhelp-confirm-whether-a-par6cularproject-is-on-the-right-track.-We-can-also-

Expert6Analysts6 The-team-at-ExperienceLabwork-across-a-whole-rangeof-sectors,-and-have-builtup-a-wealth-of-knowledgeover-more-than-fourdecades-leading-the-ﬁeld.-

• Accessibility-audits • Compe66ve-analysis • Desk-research

The-kinds-of-ques6ons-ExpertViewtechniques-are-well-suited-to,-include: • Are-service-and-product-design-plans-inline-with-best-prac6ce? • What-are-people-saying-about-services-andproducts-in-the-press,-on-online-forumsand-via-blogs?-How-are-they-perceived? • Are-service-and-product-designs-likely-tobe-usable-and-accessible-for-the-intendedaudience? • Do-plans-comply-with-relevant-legisla6on,such-as-accessibility-guidance? • How-do-services-and-products-compare-tothose-of-compe6tors?-

LifeView6;6in;context6research We-have-talented-staﬀ,-including-skilled-

environments-we-are-looking-at.-This-can-

ethnographers-and-ﬁeld-researchers,-all-

range,-for-example,-from-how-young-

leaders-in-social-research-and-seasoned-

people-conceptualise-apps,-to-howpeople-think-about-and-buy-food-or-

commercial-operators.-We-are-also-bigfans-of-video,-and-like-to-ﬁlm-people-asthey-go-about-their-everyday-ac6vi6es,-tosupport-data-collec6on-and-really-bringresearch-ﬁndings-to-life.We-like-to-study-people-in-their-natural-

technology.-We-iden6fy-paWerns-ofcurrent-behaviour-and-use-this-toproduce-insights-and-recommenda6ons.-LifeView-techniques-include:-• Field-research

contexts-as-much-as-possible,-tapping-

• Observa6on • Informal-interviews

into-unspoken-desires-and-needs,-thus-

• Contextual-analysis

helping-to-produce-products,-servicesand-marke6ng-communica6ons-that-

• Diary-studies • Longitudinal-projects

really-resonate-with-people.-

Example-areas-which-are-prime-for-inG

We-challenge-assump6ons-about-whatpeople-do,-what-they-think,-and-howthey-behave.-We-also-understand-thatpeople-are-not-always-aware-of-their-ownbehaviours,-and-some6mes-it-can-bediﬃcult-for-them-to-verbally-express-whythey-do-what-they-do-and-how-they-feel. That’s-where-ethnography-comes-in:-we-

LifeView

context-research: • To-understand-who-your-customers-are • To-understand-and-innovate-arounddeveloping-or-changing-customer-needs • To-help-develop-meaningful-marke6ng • To-bring-personas-and-segments-to-life • To-understand-and-improve-product-andservice-usage • To-ﬁnd-gaps-in-the-market-/-areas-for-newproduct-development-

spend-6me-with-par6cipants,-ﬁnding-out• As-part-of-a-wider-study,-before-or-aYerhow-they-are-really-using-andexperiencing-the-products,-services,-and-

quan6ta6ve-or-qualita6ve-work

In;context6research6 From-outdoorenvironments-to-socialevents-and-interac6ons-inthe-home.-The-naturalcontext-in-which-peopleinteract-with-each-other,with-services,-and-withproducts,-is-the-arena-forour-research.-

LabView

LabView6;6the6customers’6voice There-are-6mes-when-speciﬁc-design-

Whereas-LifeView-techniques-are-more-

solu6ons-and-concepts-need-to-be-

exploratory,-induc6ve-and-informal,-our-

explored-and-our-research-studios-are-

LabView-methods-are-all-about-

the-ideal-place-to-do-this.-

evalua6ng-emerging-solu6ons-and-

Our-research-teams-have-been-carryingout-rigorous-labGbased-studies-for-manyyears,-across-all-sectors-and-productcategories.-We-have-helped-evaluate,reﬁne-and-improve-mobile-applica6onsand-handsets,-television-services,-a-hugearray-of-websites,-and-consumertechnologies-including-video-games-andgaming-systems.-We-have-done-this-formany-wellGknown-private-and-publicorganisa6ons.-As-a-partner-in-the-

op6ons.-The-techniques-include: • Usability-tes6ng • Card-sor6ng • Prototype-evalua6on • Benchmarking • User-focus-groups

The-kinds-of-ques6ons-that-LabViewtechniques-are-suited-to-include: • How-should-a-prototype-be-constructedand-what-design-op6ons-work-best? • How-should-informa6on-and-naviga6onop6ons-be-organised-and-presented?

UXalliance-we-also-conduct-research-on-aglobal-scale.-

We-pride-ourselves-on-our-objec6vity-

• How-can-a-par6cular-service,-design-orconcept-be-improved? • How-do-customers-react-to-services,-

and-independence,-and-because-we-are-

designs-and-concepts?

not-a-design-agency-we-have-no-desire-to- • How-does-a-product-or-service-compare-topromote-a-par6cular-design-solu6on-orthose-available-from-compe6tors? •

aesthe6c.-Nothing-beyond-what-worksfor-people,-that-is.-

Serco6Studios6 ExperienceLab-have-twostateGofGtheGart-researchstudios-located-in-centralLondon.-These-studios-oﬀerthe-ideal-environment-forconduc6ng-labGbasedresearch-studies.--

• How-products-and-services-perform-over6me-or-across-regions,-etc.?

Our6deliverables Each-DeepSight-project-is-unique.-It-has-

WriHen6Reports

to-be.-Because-we-are-aware-of-client’s-

Our-reports-provide-clear-and-meaningful-

6me-and-budgetary-constraints,-we-can-

insights-and-robust-recommenda6ons.-

Deliverables

put-together-different-research-packages- We-highlight-key-findings-for-busyand-deliverables-for-different-needs.-One- execu6ves-and-provide-detail-for-teamsthing-is-consistent-however-G-the-quality-

to-ac6on-and-priori6se-recommenda6ons-

of-the-output.-Our-deliverables-help-

and-ﬁndings.-Reports-are-embedded-with-

client-organisa6ons-take-strategic-

imagery,-from-photographs-to-annotated-

decisions,-deﬁne-new-market-

screenshots,-to-help-communicate-in-a-

opportuni6es,-truly-understand-peoples’-

clear-and-visual-way.-We-are-also-skilled-

needs,-reﬁne-concepts,-shape-design-

at-turning-around-our-analysis-and-

solu6ons-and-exceed-customer-

repor6ng-in-a-rela6vely-short-space-of-

expecta6ons.-

6me,-even-a-few-days.-

Workshops6and6Presenta?ons

Videos6and6documentaries

When-delivering-our-insights-and-

Film-allows-our-clients-to-walk-in-their-

recommenda6ons-we-use-presenta6ons,- customers’-shoes-and-understand-thebut-prefer-interac6ve-workshops-where- ‘target-customer’,-the-‘market-segment’,ﬁndings-are-discussed,-implica6ons-

or-the-‘user-group’.-Our-videos-are-

assessed,-and-the-best-way-forward-

produced-by-highly-skilled-visual-

planned.-We-are-skilled-at-presen6ng-

ethnographers-and-documentary-

research-to-stakeholders-at-all-levels.-We- filmmakers.-To-cater-for-differentalso-take-care-to-ensure-the-perspec6ve- budgets-and-needs,-we-have-differentof-our-expert-analysts,-the-natural-

levels-of-video-oﬀerings,-including:-

context,-and-the-customers’-voice,-arewoven-into-a-rich,-insigh]ul-and-

• Highlights-video • Insights-video

compelling-story.-

• DeepSight-Documentary

Key6deliverablesEvery-DeepSight-projectproduces-compellingresults-that-arechallenging,-fascina6ng,and-simply-not-availablefrom-other-types-ofresearch.-That’s-DeepSight.

Our-team

The6best6researchers6in6the6business Our-team-are-undeniably-our-greatest-

We-ac6vely-believe-in-developing-talent-

asset,-and-bring-an-unrivaled-level-of-

internally-and-encourage-team-

exper6se-and-enthusiasm-to-their-work.- members-to-explore-their-own-interests.The-very-nature-of-our-business-means-

Which-is-probably-why-the-majority-of-

every-client-project-is-diﬀerent,-and-we-

our-team-have-been-with-ExperienceLab-

value-the-ability-to-bring-a-varied-range-

for-5-years-or-more,-and-our-

of-perspec6ves-to-each-project.-As-such-

management-team-has-been-in-place-for-

our-team-have-varied-backgrounds,-

over-a-decade.

educa6on-and-experience,-including: • Psychology • HumanGcomputer-interac6on

Global6reach,6one6point6of6contact ExperienceLab-

• Anthropology-

is-a-founding-

• Ethnography • Design

partner-of-the-

• Business-analysis • Marke6ng-&-Adver6sing

leading-user-research-companies.-

UXalliance,-a-global-network-of-23-

• Sociology • Engineering

Founded-in-2005-with-the-aim-of-

• Ergonomics

research-services-to-our-clients,-the-

While-the-majority-of-our-team-are-

UXalliance-provides-research-capability-

educated-to-Masters-or-above-level-

in-over-45-countries-and-access-to-over-

academically,-we-realise-that-‘on-the-

300-consultants-worldwide.-Our-global-

providing-the-best-interna6onal-

job’-training-is-invaluable.-Exposure-to-a- research-helps-clients-clearlywide-range-of-products,-services,-sectors- understand-the-complex-needs-of-

A6broader6perspec?ve Our-team-are-drawn-from-avaried-range-ofbackgrounds,-educa6onand-experience.-We-bring-a crea6ve-and-innova6veperspec6ve-to-everyresearch-project.-

and-methodologies-beneﬁts-both-our-

diverse-marketplaces.-Find-out-more-at:

team-and-our-clients.

www.uxalliance.com.

Telecoms-networks-and-manufacturers

Broadcast-and-media

Our-clients Gaining-objec6ve-consumerfeedback-is-vital-andExperienceLab-have-themethods-to-achieve-this.They-show-a-genuinepassion-and-commitment-totheir-work,-and-to-ours! Sony6Computer6 Entertainment6

Games-and-IT

ExperienceLab-producedseveral-key-messages-thatwere-unexpected,compelling-and-immenselyuseful.-They-made-a-hugeimpact-on-our-thinking-andour-decision-makingprocesses. BBC6News6Online

Retail,-internet-and-ďŹ nance

Business,-legal,-news-and-publishing

Having-used-many-userexperience-companies-withvarying-degrees-of-success,I--found-the-workconducted-by-theExperienceLab-team-to-beof-a-higher-standard-thanothers-in-the-industry. Virgin6Media-

A6safe6pair6of6hands

Public-sector

We-value-every-clientrela6onship,from-largeFTSE-100-companies-tosmall-chari6es,-and-haveover-70%-repeatcustomers.-Above-all,-welisten-and-tailor-ourapproach-to-your-speciďŹ cneeds.---

For6more6informa?on If-you-would-like-more-informa6on-on-theDeepSight-methodology,-or-wish-todiscuss-poten6al-projects,-please-get-intouch.--

66666Serco6ExperienceLab 22-Hand-Court Holborn London WC1V-6JF

Tel:-+44-(0)20-7421-6499 Email:-info@experienceGlab.co.ukWeb:-serco.com/experiencelab Blog:-experiencelab.info