ona09 audience

Steve Dorsey Detroit Free Press DME/Presentation + InnovationTwitter: @Dorsey

Advantages in qualitative research

Engaging with your audience

Saturday, October 3, 2009

IDEO: Human-centered design training in ’05 and ’08


Human-centered

design: FAIL


IDEO: Human-centered design


IDEO: Human-centered designUNDERSTAND + OBSERVE

SYNTHESIZE

VISUALIZE (BRAINSTORM)

PROTOTYPE, EVALUATE, REFINE

IMPLEMENT


Extreme

user


Extreme

SPORTS

user


Extreme NON-user


Quantitative


QuantitativeTrendsRepetition, habitDataDataDataRecordable, clean, demonstrable historyUltimately: Shallow

} Volume


Quantitative Qualitative TrendsRepetition, habitDataDataDataRecordable, clean, demonstrable historyUltimately: Shallow

Extreme users give you unexpected uses, insightsMessy processUncertain outcomesUntestedCan be very quickLow-investmentPotentially: Deep

} Volume


Disclaimer...Qualitative research does NOT replace metrics, analytics or quantitative studies — but it can ENHANCE them.


RED ALERT!We are in trouble! Users don’t know WHERE content comes from! Worse — they don’t CARE!


RED ALERT!


The Leap of Faith

You can learn something significant from as few as 10 or 12 subjects...


The Leap of Faith

... The trick is picking the RIGHT 10-12 people, adequately defining the design challenge you seek to solve.


Atmosphere in Detroit:Willingness for building-wide change coupled with massive news cycle...


KilpatrickSaturday, October 3, 2009

RedWings!Saturday, October 3, 2009

AutocalypseSaturday, October 3, 2009

ObamaSaturday, October 3, 2009

FinalFourSaturday, October 3, 2009

The IDEO philosophy gave us:

A process of changeA cross-divisional rally spotFreedom to ‘fail’


But mostly...

Innovate.Iterate.Break it. Learn from it. (Repeat).


Results?Michigan Six page


Results?Permission to have a point of view


Results?A newly defined mission: BE Detroit


Twitter: @Dorsey

Thank you!


ona09 audience

Design

e em tr

red alert

e em s tr rt ex osp

ideo philosophy

humancentered designtraining

leap of faith

habitdatadatadata volume

innovation twitter