Data analysis & ���Synthesis

Media Design course

Autumn 2016

INDEX

1. Introduction

3. Methods for analyzing the data

3.1. Sorting and clustering

3.2. Data modeling

2. Analysis and synthesis

Results of user research

1. INTRODUCTION

Recordings of the sessions (audio / visual).

Need to transcribe the data.

Observation notes

Artifacts produced during the session

Data analysis

- Art of finding patterns

-  Begins with open questions that

progressively narrow

-  Checking reliability of assumptions

-  Integration of different types of data

2. ANALYSIS AND SYNTHESIS

Synthesis

Synthesis goals:

-  Make sense of the data

-  Understand intent

-  Move towards insights

2. ANALYSIS AND SYNTHESIS

“Synthesis is the process of making meaning through inference-based sensemaking” J. Kolko

The use of space helps to develop a

strong mental model of the design

space and escape from the mess of

content that has been gathered.

The synthesis wall

At this stage the focus is to finding

“good” relationships and patterns.

Synthesis wall for iTEC project (Legroup).

2. ANALYSIS AND SYNTHESIS

Main methods for analysing data gathered during the contextual inquiry:

•  Sorting and clustering

- Affinity diagrams

•  Modeling the data

- Contextual design models

- Personas

3. METHODS FOR ANALYSING THE DATA

The analysis of each contextual inquiry results in a set of models. These needs to be consolidated into one view of “the work”.

Data consolidation!

Process

RAW DATA

PATTERN RECOGNITION

DESIGN CRITERIA

ParticipantsOpportunities

…

Attention areasDesign ideas

Design principlesArchetypes

3.1 SORTING AND CLUSTERING

TRANSCRIPTION CLUSTERING

Affinity diagram

An affinity diagram is a collaborative analysis tool.

It’s a hierarchical representation of the issues and insights that arise from the

data collected.

Key elements of affinity diagrams:

•  Organizes interpretation session notes into common structures and

themes

•  Categories arise from the data

•  Diagram is built through induction

3.1 SORTING AND CLUSTERING

Affinity diagram

Images published by Flickr user “.Sean munson”.

3.1 SORTING AND CLUSTERING

Video Card Game

3.1 SORTING AND CLUSTERING

Images of the video card game created by Buur and Soendergaard (2000).

Participatory design technique developed by Buur and Soendergaard (2000) in order to analyse video material part of the field studies with the design team.

A model provides:

•  a shared understanding of the user-data,

•  a shared language for the design team,

•  and an easily understandable deliverable for communication outside the

design team.

3.2. MODELING THE DATA

Contextual design models

FLOW: How work is divided among roles and coordinated, without regard for time

CULTURAL: The influencers which define expectations, desires, values and the overall approach people take to their work

SEQUENCE: The order of work tasks over time

PHYSICAL: The physical environment in which work is accomplished

ARTIFACT: The tangible items people create and use to help them get their work accomplished

3.2. MODELING THE DATA

Flow Model

Flow model created by J. Kolko.

3.2. MODELING THE DATA

Individuals

Groups

Responsibilities

Communication Flow

Artifacts

Places

Breakdowns in commu-nication

Cultural Model

Cultural model created by J. Kolko.

3.2. MODELING THE DATA

Influencers

Extent of the influence

Influence

Breakdowns in cultural influence

Sequence Model

Sequence model created by J. Kolko.

3.2. MODELING THE DATA

Physical Model

Physical model created by J. Kolko.

3.2. MODELING THE DATA

Artifact Model

Artifact model created by J. Kolko.

3.2. MODELING THE DATA

Steps for modeling the data

1.  Ensuring everyone has transcript copy

2.  General discussion about the interview

3.  Assign roles (interviewer, modelers, recorder, participants, moderator)

4.  Model creation

5.  Record observations, insights, questions, design ideas and breakdowns

6.  Summarize important insights (separate piece of paper)

3.2. MODELING THE DATA

Outputs of the data modeling session

Models help to make-sense of the collected data.

•  The models created during the interpretation session show the main areas to focus on for redesign efforts:

•  Breakdowns•  Tedious task flows, extraneous steps and inefficiencies

3.2. MODELING THE DATA

Personas

3.2. MODELING THE DATA

•  User models that are presented as specific, individual humans being.•  Based on research•  They present archetypes

Personas help to:•  Create empathic understanding of end-users•  Determine what a product should do and how it should behave.•  Communicate with stakeholders, developers and designers.•  Measure design effectiveness

Personas

3.2. MODELING THE DATA

Common information included in a persona: •  Name, age, gender and a photo

•  Tag line describing what they do in “real life”

•  Experience level in the area of your product or service

•  Context for how they would interact with your product

•  Goals and concerns when they perform relevant tasks

•  Quotes to sum up the persona’s attitude

Development process

1. Identify behavioral variables (activities, attitudes, aptitudes, motivations, skills)

2. Map interview subjects to behavioral variables

3. Identify significant behavior patterns

4. Synthesize characteristics and relevant goals

5. Check for redundancy and completeness

6. Expand description of attributes and behaviors

7. Designate persona types

PERSONAS

Personas

3.2. MODELING THE DATA

FURTHER READINGS

This material uses Creative Commons License

Recognition – Share alike.

Beyer, H. & Holtzblatt, K. (1998). Contextual Design: Defining Customer-Centered Systems. San Francisco: Morgan Kaufmann

Buur, J., & Soendergaard, A. (2000, April). Video card game: an augmented environment for user centred design discussions. In Proceedings of DARE 2000 on Designing augmented reality environments (pp. 63-69). ACM.

Cooper, A., Reimann, R., & Cronin, D. (2007). About Face 3: The Essentials of Interaction Design. Indianapolis, IN: Wiley Publishing, Inc.

Cooper, A. (1999). The inmates are running the asylum: Why high-tech products drive us crazy and how to restore the sanity (Indianapolis, Indiana: SAMS).

Holtzblatt, K., Wendell, J.B., & Wood, S. 2005. Rapid Contextual Design: A How-to guide to key techniques for user-centered design. San Francisco: Morgan-Kaufmann.

Kolko, J. (2010). Abductive thinking and sensemaking: The drivers of design synthesis. Design Issues, 26(1), 15-28.

Poldoja, H. (2010). Personas in interaction design. http://www.slideshare.net/hanspoldoja/personas-in-interaction-design

Pruitt, J., & Adlin, T. (2010). The persona lifecycle: keeping people in mind throughout product design. Morgan Kaufmann.