THE IDEAL EXPERIENCE OF SHARING IDUS 711 Methods of Contextual Research Professor: Kwela Hermanns
PROCESS BOOK 1
Maitreyee, India
Huabing, China
Natalia, Colombia
Likes sharing Maharashtrian Traditions
Likes sharing the Experience of Learning English
Likes sharing the Experience of going to the gym
Juan, Colombia
Ivonne, Costa Rica
Akshay, India
Likes sharing food and cocktails
Likes sharing laughs and beer
Likes sharing experiences
2
Abstract
4
Relevance of Design Research
5-10
Methods & Techniques
11-21
Analysis & Synthesis
22-25
The framework
26-28
Storytelling
29-36
References
37
3
Abstract
From the very beginning until the end of this research process, a question has been always arousing . What do you mean by sharing? This book shows the research process that led us to find the answer to that question. It represents the opinions, thoughts, actions and feelings of over 150 people. We underscore that although this topic can be very broad, it led to interesting collective insights.
ETHNOGRAPHY RELEVANCE
“The act of observing naturally consumer behaviors. The need to analyze those behaviors and situate them in the cultural context�. -Cristina Wasson
4
Chapter 1
Relevance of Design Research
Relevance of contextual research: By applying Ethnographic methods, we get to understand what is relevant for the user, the behaviors they have, and the reasons behind those behaviors. The difference between generative and evaluative research, is that the former gives thick data, which refers to precious data from humans that cannot be quantified(emotions, stories, interactions),and it helps us to understand the real context.
5
My ideal experience at my secondary sink The Utility Sink POTENTIAL DESIGN SOLUTION Top View
TEAM
Drew Glick | Huabing Yu
Natalia Uribe | Rutuja Patil
Well
Sprinkle
Meat thawing/ Compost collecter
Drain Control/Auto-clean
8”
8”
9”
9”
30”
Side View
Soaking Bay
Jet
30”
Accessory storage
I AM EFFICIENT: Cleaning features and adaptable surfaces save time and space. I AM SOCIAL: A portable space to prepare and ser ve drinks, food, and fun. I AM IMPRESSIVE: A sink that travelswith your needs.
In order to understand the relevance of contextual research in the design process, we developed concepts of a secondary sink based on a framework that was the outcome of a generative research made by Lextant to KOHLER.
Spea
ker
I AM CLEAN AND RELIABLE: Extendable faucet , Glass washer, and garbage disposal for an easy optimal cleaning experience. I AM ADAPTABLE: Perfect for a party, crafting with children, or additional help to tackle ever yday chores.
Group Members:
I AM INTUITIVE TO USE AND LOOKS GOOD: Functions Mary Rodes /Juan Alzate of the sink are understood through simple design Pavani of Chindak /Yulin Shen commonly used appliances.
6
Chapter 1 Develop method
Development of the initial concept
The Umbrella Problem Objects People Carry Good People Share Key Words: Sharing-social Objects-services
THE IDEAL EXPERIENCE OF
SHARING The process to land in the topic of sharing, started with our interest in sharing economies, and how there are some things that people often carry that they might not one to carry all the time. Even though the concept behind it was very interesting, we understood that the research that we wanted to do was based on the solution that we were expecting to find, in other words, we were starting backwards, and in human centered research we cannot assume the results that we are going to get. For this reason we went back and analyzed what was what attracted us the most about the initial topic, and it was the ideal experience of sharing.
7
Chapter 1 Develop method
Project Development
Project Goal: Understand the current and desired experience of sharing through essential ethnographic methods
Is an action statement that communicates the theme to all team members. It helps focus the project team and keep research questions within a scope.
Behaviors How do people share?
Attributes
What do people share with?
Features
How might the concept of sharing evolve/ develop?
Key Questions: This questions identify specifically what the team needs to learn from the research in order for the project to be considered successful. They define the scope of the project
Emotions
Why do people share? Who do people share?
Benefits
Advantages and Disadvantages of Sharing.
Screening Criteria: Having the project goal within the screening criteria determines who are the right people to research. The characteristics a participant must have to qualify for the study.
Excluding for investigation children and people related to drug abuse.
13-19
Demographics: Locals and Tourists.
19-55 +55
8
Chapter 1 Develop method
Project Development Stakeholders:
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m pan id C o
Han
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Stakeholders Map
et w o
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To develop our map, we started by brainstorming possible stakeholders that we thought might be relevant for the research, then we built it a chart in which each one of the members graded the stakeholders in a scale from 1 to 5, in that way we decided as a group which ones were the ones that we wanted to focus on mainly.
P
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Individuals, groups or organizations having economic, social, organizational or personal interests in the concept of Sharing. Stakeholders map:
s, E ffic e
9
Gender Female
Male
93
34
Nationality
Undecided
No Answer
General1Stadistics
22
150
Gender Female 93
150 >900
participants
Country
Male 34
USA Canada Bolivia England China Colombia Ecuador Greece Guyane Human India Ireland Italy Israel Mexico No Answer PerĂş Russia West European
data points collected
Gender statistics
22.7% 62%
14.7% no answer 0.7%
undecided
Undecided No Answer 1 22
Nationality # of Participants
Nationality
73 1 1 2 10 1 1 4 1 1 13 1 1 1 7 27 2 1 2 150
Chapter 1 Develop method
General Statistics
Country
# of Participants
USA
73
Canada
1
Bolivia
1
England
2
China
10
Colombia
1
Ecuador
1
Greece
4
Guyane
1
Human
1
India
13
Ireland
1
Italy
1
Israel
1
Mexico
7
No Answer
27
PerĂş
2
Russia
1
West European
2
150
Ages
Ages Ages # of Participants Ages # of Participants -13 9 -13 9 13-19 7 19-55 94 55+ 13 13-19 7 27 N/A 150 19-55
94
55+
13
N/A
27 150
150
10
Chapter 2
Methods& Techniques
11
Chapter 2 Methods& Techniques
Observation
What to do: Write only what you see, not what you think is the reason behind what you see (No assumptions) Plan where and when to do the observation, depending on what topic is being research, and stay longer enough to make several observations.
WHO? All genders, locals, tourists, students WHERE? Public places like park, cafes, neighborhood, tourist places in the city of Savannah
What not to do:
WHAT? Activities, events, group mapping observed
Each method complements with the rest of the methods, don’t expect to get all the data from just one. Don’t look for the Why’s in the observation process.
On the places identified we mapped the
activities, events, grouping, gestures.
12
Chapter 2 Methods& Techniques
Observation
10
Observations Farmers Market at Forsyth Park Saturday September 22nd 10:00am to 11:00am Jens Library Square September 21st 1:00pm to 2:00pm Forsyth Park September 22nd 6:00pm to 7:00pm
Forsyth park Broughton St. City market River St.
13
Chapter 2 Methods& Techniques
Observation
Sharing food 10 Observations Sharing things only with gestures Just talking and sharing Forsyth.
14
Chapter 2 Methods& Techniques
Interviews
What to do:
Introduce research:
Prepare Discussion Guide. It must be flexible and adaptive.
Team members purpose
Identify the questions that can give more powerful answers.
Demographic data:
Share best practices with the rest of the group members.
Name, Age, Gender, Nationality, Place of Residence, Occupation.
Ensure consent,confidentiality and highlight the value of the interviewee’s contribution. Be an active listener, always pay attention and maintain the direction of the interview. The interview must feel as a conversation in order to obtain narratives. Open-ended questions are fundamental. It is important to document in every possible way (it helps a lot while writing the data points to review the videos recordings and notes, it gives different perspectives
What not to do: Avoid biasing the answers, by showing certain emotions to some answers. Avoid leading the interviewee to an answer by giving him/her examples. Asking questions and taking notes at the same time because it is distracting (it is important to have two persons from the team in the interview one documenting and the other one interviewing)
General questions: What are the advantages or disadvantages of having neighbors? What would you like to leave behind for your grandkids? What are the advantages and disadvantages of being an only child? Specific questions: How do you encourage the act of sharing in your family? Can you describe any memorable experience you have had while sharing? Can you describe a futuristic way of sharing? If the action of sharing was a person, how would this person be? Can you tell me a situation where sharing wasn’t a good idea?
15
Chapter 2 Methods& Techniques
Interviews Interviews Briana Nestler Don Trahan
28
USA
Female
52
USA
Male
Owen
33
China
Male
Jessica Lynn
28
USA
Female
Daphna
50
Israel
Female
Athena Leondopolu Stephen
19
Greek
Female
40
USA
Male
Melody Chen
25
China
Female
Ryan Madson Tatiana Liu
38
USA
Male
23
China
Female
Julie
28
USA
Female
Charu
25
India
Female
Kajal
25
India
Female
Yakarah Russ
22
USA
Female
Matthew Rogers Jenne
27
USA
Male
32
USA
Female
Alan Cogar
59
USA
Male
Entrepreneurs Neighbors Restaurant Employees
Students
41% 59% 17 Interviews Conducted >400 Data Points Collected 16
Chapter 2 Methods& Techniques
Interviews
“As far as sharing, my people, my family, they will get what they can get here and that’s it.”
“It is hard to share in a dog-eat -dog world.”
“I don’t understand why people are so uptight about things when you can just share.”
“You can feel when someone’s blocked off like you can feel when someone’s not willing to share.”
“I have stayed with my grandparents from a very long time...the knowledge that they gave me, the experiences they shared, I don’t think anybody has given me.”
“I do really share my dishes and recipes and it really feels like at home… I like to do so because it makes me feel happy.”
“People share because it’s socially accepted. It’s well seen. But it’s not in our human nature”
“Potlatch, native American in the pacific northwest…is this idea of radical sharing, maybe there is this concept of the Potlatch in the future.”
“I know I am selfish but I don’t want to be because it keeps me from loving my friends and sharing the right way.”
“The internet is big in sharing what your thoughts are not like physical things but emotions and situations.”
17
Chapter 2 Methods& Techniques
Cultural Probe
A cultural probe consists of an interactive survey, to obtain quantitative and qualitative data. For our project, we sought to answer the key questions. We developed a roulette with five different questions: What do you share? Who do you share with? How do you share? Why do you share? The roulette had separate drop-boxes for the answers to accumulated, which made the information analysis easier for us, and it was also satisfactory for the participants to see their collaboration. For the people to answer we provided cards in which we also asked for demographic data: Age: Gender: Nationality: Place of residence: Furthermore, we designed various magnet factors to attract people´s attention to participate in the probe: A banner explaining the context of the research and the instructions to play A playful silhouette holding and arrow with a catchy phrase, that we used as a slogan for our project: SHARE WHAT YOU SHARE
18
Chapter 2 Methods& Techniques
Cultural Probe- Outcome
6:00 PM
7:30 PM
8:30 PM
9:00 PM
19
Chapter 3 Analysis & Synthesis
Sensory Cue A sensory cue is an arrangement of different stimulus (cues and anchors) to evoked thoughts from the participants in order for them to provide narrative answers to describe the current and ideal experiences.
For our sensory cue we created two stages: Stage one: Multisensorial memory In this stage we blindfolded the participants to enhanced their other senses (touch, smell, sound) by using cues like different textures, smells and tracks. Stage two: Visual memory We prepared a kit with anchors (frecuent mention words during the interviews and cultural probe) and cues to elicit thoughts to develop a narrative.
Stage one:
Stage two:
Multisensorial memory
Visual memory
20
Chapter 3 Analysis & Synthesis
Sensory Cue
21
Chapter 3
Analysis & Synthesis
22
Chapter 3 Analysis & Synthesis
Affinitization What to do: While building your kit, keep in mind that people will have different sensory memory, so try including different cues that will evoke those memories (smells, visuals , touch) Document in every possible way (pictures, video, audios, notes)
Affinitization: The deconstruction of a Green: the process of affinitization consists in bringing our data points together, clustering by the meaning of each one of them until we get a strong insight. This process has 4 different stages: Yellows: +900
What not to do:
Writing every data point collected during the research in a yellow post it, complete enough so that we don’t lose key information, but also independent enough so that it can be understood without having the whole context. Blues: 174
Interrupt while people are telling you a story Keeping elements that are not part of the kit close to the kit, because they might confuse or distract the participant
After clustering the yellows, we put a blue post it in every cluster and write a statement summarizing the context of the yellows, it is written in the voice of the user (we, us, I), then we cluster the blues with same meaning. Pinks: 86 After clustering the blues, we put a pink post it in every cluster and write a statement summarizing the context of those blues, exactly as we did with the first clusters, this are also written in the voice of the user (we, us, I), and then we cluster this pinks. Greens: 45 The greens will be the face of a pink cluster, they represent the strongest information the one that we consider the results from the research, the green will be the base for our framework.
23
Chapter 3 Analysis & Synthesis
Affinitization
Yellows: +900 Blues: 174
Pinks: 86 Greens: 45
24
Chapter 3 Analysis & Synthesis
Example: First Step: 2 yellow transformed into 1 blue) 3 yellows clustered into 1 blue) 5 yellows clustered into 1 blue) Second Step: 2 blues clustered into 1 pink 1 blues cluster transformed to 1 pink Third Step: 2 pinks clustered into 1 Green
25
Chapter 4
The framework
26
Chapter 4 The framework
Framework Development Positive Feelings
nds
Depe
High Frequency Data
Mid- Frequency
Outlayers
What we share depends on who we share with
Family Sharing is socially accepted but it is not human nature
Sharing evokes intimacy and warmth
Sharing with family is valuable
Technology helps us to share
We share what people need
We share in special occasions and we put a lot of effort on it
Sharing in the future will be easier, faster and personalized
Sharing by helping brings joy to the world
We share through stories
Ideal places for sharing are parks, cafés, beaches, workplaces and houses
It is hard to share in a dog eat dog world
We need moments and space to ourselves
We share through conversatio ns
We share diversely
We have a lot to offer and make a big difference
It is a Give and Take relationship
Openness helps sharing
We share our faith
We like to share food and drinks with friends
I feel vulnerable
Beaches, Cafes, Workplace, Houses
We share for our future generations
It creates social connections and I am part of the community
Sharing is not a business
We share everything, everywhere with everyone
Sharing is something we don't do
We don't need to talk
Sharing is caring
What we share depends on who we share with
Technology affects social dynamics
We set boundaries
Sharing is related with good values
Sharing is a millennial concept
We travel to share moments
Sharing is like the telephone game
Misinterpre tations limits sharing
We feel better sharing cigarrettes
We share information
We believe in Equality
We don't calculate what we share
We share with our pets
Boundaries Special Ocassions
Sharing evokes intimacy and warmth
se
d
We travel to share moments
We have a lot to offer and make a big difference
We share in special occasions and we put a lot of effort on it
Sharing in the future will be easier, faster and personalized
Easier, Faster, Personalized
Sharing is caring
We share diversely
We don't need to talk
Sharing is a millennial concept
Sharing is related with good values
Ideal places for sharing are parks, cafés, beaches, workplaces and houses
r ive
Travel
It creates social connections and I am part of the community
Sharing by helping brings joy to the world
Sharing with family is valuable
We need moments and space to ourselves
We set boundaries
Good Values, Caring, Unconditional, Openess
Sharing is not a business
We need to share the sad and the happy times
It is a Give and Take relationship
Reciprocal
It is hard to share in a dog eat dog world
Openness helps sharing
We share everything, everywhere with everyone
Cooperative
Institutions teach to share Technology affects social dynamics
The more expensive, the less shareable
We share over alcohol
We need to share the sad and the happy times
Sharing loudly favors gossips and rumors
We share for our future generations
Sharing is socially accepted but it is not human nature
Sharing is something we don't do
Joy, Warmth, Connections
We share what people need
We share through conversatio ns
Technology helps us to share
We believe in Equality
I feel vulnerable
Stories & Conversations
Technology
We share through stories
Equal
Safety
Sharing is like the telephone game Undistortable
The more expensive, the less shareable
WHY (BUT NOT ALL RELATES TO WHY)
We set boundaries
I feel vulnerable
We share information
Sharing is something we don't do
It is hard to share in a dog eat dog world
We share what people need
HOW We share what people need
Sharing is socially accepted but it is not human nature
Sharing is not a business
sh
er
ar
d
th
tio
e
ha
pp
yt
im
es
Sharing wit
tions
and warm
ure genera
intimacy
for our fut We share
th
an
Sharing evo kes
is valuable
d
W e sh oc are ca s i i n o n a s s l ot an peci of al dw eff e o rt o put ni t
It creates socia l connections and I am part of the co mmunity
h family
sa
h ug ro and th ns s ie
sa
e
e
Sharing loudly favors gossips and rumors
e
Misinterpre tations limits sharing
th
Sharing is like the telephone game
e
Technology affects social dynamics
or
We don't calculate what we share
We share through conversatio ns
It is hard to share in a dog eat dog world
Sharing is something we don't do
We share through stories
Openess helps sharing
how Ideal places for sharing are parks, cafés, beaches, workplaces and houses
We don't need to talk
why
We don't calculate what we share
Misinterpre tations limits sharing
We set boundaries
Sharing loudly favors gossips and rumors
Sharing by helping brings joy to the world
We share diversely
We share in special occasions and we put a lot of effort on it
Sharing is socially accepted but it is not human nature
I feel vulnerable
adv and disadv We need moments and space to ourselves
Sharing is related with good values
how might/ Ideal experience We believe in Equality
Sharing in the future will be easier, faster and personalized
Technology helps us to share
We share information
W
We share over alcohol
ar
We believe in Equality
sh
We share our faith
st
Institutions teach to share
nv
Sharing is caring
to
We share with our pets
We like to share food and drinks with friends
Sharing evokes intimacy and warmth
co
We feel better sharing cigarrettes
We need to share the sad and the happy times
ed
We need moments and space to ourselves
It is a Give and Take relationship
ne
We travel to share moments
Sharing is related with good values
e
Sharing by helping brings joy to the world
We share diversely
W
We share for our future generations
s elp yh log hno share r ste o , fa ier us t
We share in special occasions and we put a lot of effort on it
Ideal places for sharing are parks, cafés, beaches, workplaces and houses
Tec
Sharing with family is valuable
Sharing is a millennial concept
eas l be wil zed li ure fut rsona the pe and
SHARING
We share through stories
We have a lot to offer and make a big difference
It creates social connections and I am part of the community
We share over alcohol
Sharing by helping brings joy to the world We have a lot to offer and make a big difference
g in
We share diversely
Sharing in the future will be easier, faster and personalized
rin
Openness helps sharing
Technology helps us to share
We share through conversatio ns
Sha
It creates social connections and I am part of the community
Sharing is not a business
Sharing evokes intimacy and warmth
We share what people need
We share everything, everywhere with everyone
We don't need to talk
Sharing is caring
What we share depends on who we share with
We share with our pets
Sharing with family is valuable
who Institutions teach to share
We share for our future generations
We need to share the sad and the happy times
What we share depends on who we share with
Sharing is caring
Sharing is like the telephone game
Sharing is a millennial concept
what
We travel to share moments We share our faith The more expensive, the less shareable
Sharing is not a business
We share everything, everywhere with everyone
Technology affects social dynamics We like to share food and drinks with friends
It is a Give and Take relationship
We feel better sharing cigarrettes
BARRIERS
27
Chapter 4 The framework
High Frequency Data Values Circumstances Main Actors Characteristics 28
Chapter 5
Storytelling
Magazine Overlook
29
Chapter 5 Storytelling
30
Chapter 5 Storytelling
31
Chapter 5 Storytelling
32
Chapter 5 Storytelling
33
Chapter 5 Storytelling
General Reflections There are some thing that we learned in this research process, which we think are important to mention:
1. During the cultural probe, we were all doing the same thing, talking to people, asking questions, interacting with them, and without noticing we didn’t put much focus on the documentation, for that reason we missed the opportunity to present in our final video, some interesting conversations that we had that day. 2. Also during the cultural probe, we were so caught up in the conversations that we forgot to ask people about participating in other stages of the research such as interviews or the sensory cue. 3. For the sensory cue we initially recruited 3 people representing different stakeholders, unfortunately, two of them canceled almost when we were about to start, and at the end the 4 persons that helped us were from the same stakeholder group, for this reason we believed it important to have a back up plan as ready as plan A.
5. One important thing to keep in consideration while doing the yellows, is to try to be as clear as possible so that the rest of the team is able to understand the information, we need to remember that the other members were not present during the interviews and that parts of a dialogue written down in a yellow might not communicate the idea that it communicated to the person during the interview. 6.When writing the blues, the pinks and the greens, it is important to read carefully what is behind them, for example not randomly choose lines of each yellow to put on a blue, but truly understanding the why those yellows are being cluster together and communicating that in a detailed way in the blue. 7. Even though we see all the data during the whole process we CANNOT JUMP TO CONCLUSIONS before doing the entire affinitization process.
4. During affinitization process, at certain point it got very messy, we were not communicating in the best way and information was getting lost, we realized that it was important to keep certain order in the clusters to reduce the time expended looking. We did experienced this while clustering the yellows, so for the rest of the process we tried to apply that order, and it got easier every time.
34
Chapter 5 Storytelling
The 711 Playlist
Energizers: I’m gonna be (500 miles)- The proclaimers Willing - Fritz Kalkbrenner Don’t stop me now- Queen
Sensory Cue: Touch-Daft Punk Vibin’ Out with (((o)))- FKJ Feel-Stereophonics
Observation: Every breath you take- The Police Private Eyes- Daryl Hall & John Oates World in my eyes- Depeche Mode
Affinitization: True Color-Cyndi Lauper Yellows: Yellow-Coldplay / Yellow Submarine-The Beatles Blues: True Blue-Madonna/ Blue Lights-Jorja Smith Pinks: Pink-Aerosmith/ Pynk Janelle Monae Grimes Greens: Green River- Creedence Clearwater Revival / Velvet Green-Jethro Tull
Interviews: Keep talking- Pink Floyd Say Something- James Talk- Coldplay Cultural Probe: On top of the world- Imagine Dragons The Rockafeller skank- Fatboy Slim Jump-Van Halen
Framework: Somewhere over the rainbow- The Ukulele Boys Parking Lot: Parking Lot- Anderson Paak Final Presentation: I will survive- Gloria Gaynor
35
Chapter 5 Storytelling
A to Z of Contextual Research
A
B
C
D
E
F
G
H
I
J
K
AEIOU Framework Abductive
Behaviors
Client Brief
Data Collection
E-Lab
Features
Journaling
Key Questions
Clustering
Data Sets
Elicitation
Fielding
Bias
Coding
Data Point
Emotions
Framework
Anchor Words
Connecting Dots
Deductive
Epistemology
Future-Oriented Questions
In-depth Interviews Inductive Method Insights
Judgments
Affinitisation
Heart-Based Questions Human Act of Crowding Human Centered
Ideal Experience
Benefits
Generative Research Goal
Analysis
Consent
Demographics
Ethnography
Anthropology
Context
Design Research
Ethics
Assumptions
Contextual Inquiry Copyrights
Discussion Guide
Evaluative Research Experience
Attributes
Document
Cultural Probe
Grounded Theory
Human Dynamics
Interactions Interactive Survey Iteration
Exploratory
Current Experience
M
N
O
P
Q
R
S
T
U
X
Y
Mapping
Narratives
Observations
Parking Lot
Quotes
Recruiting
Tacit Needs
Yellows
Neutrality
Ontology
Qualitative Data
Methodology
Note-taking
Open-ended Questions Out-layers
Participatory Research PhotoEthnography Priming
Reflective Practice Robinson E.
Unarticulated needs User-centered
Xerox PARC
Maximizing
Screening Criteria Sensory Cue Stakeholder Map
Techniques
Reflections
Stimulus
The Why
Relevance
Storytelling
Transcripts
Synthesis
Transcripts
Methods Models
Probing Project Goal
Tallying
Prompted
Transcripts
Prototype
Thick Data
User Modification
36
References
Christina Wassons, 2000 - Enthography in the field of Design Generative Research Activity Materials, Lextant University, 2013 Kumar, V. (2012). 101 design methods: A structured approach for driving innovation in your organization. Hoboken, NJ: Wiley, ISBN: 978-1-118-08346-8
37
Thank You
38