uxpa boston 2015 | discussion guides presentation

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1. DISCUSSION GUIDES Getting to Everything BUT the Kitchen Sink BOSTON UXPA 2015 ZARLA LUDIN Director, Insights EMILY CHU Senior Design Researcher MEENA KOTHANDARAMAN Customer Experience Strategist + 2. THE GOOD, THE BAD & is a discussion guide? WHAT Why is it ?IMPORTANT What makes a discussion guide? GOOD 3. THE UGLY (and that creates tensions) Eek. We are doing research. What do we ask? So many questions! So little time. Is that really the question we should be asking? How do we know? We keep on asking the same questions. How do we change that? One more focus group. Yay. Im so excited. (NOT!) AND MORE. IT GOES ON 4. TIME TO REFLECT & BRING CLARITY Re-examine goals and objectives of the study Pause. Identify the realities Design the study to get the data needed in order to create rationales and frameworks that increase the credibility of doing experience research. 5. What should a good rationale do? Identify the knowns and unknowns that need to be addressed Answer why and how the research will be meaningful Compartmentalize learning needs Align the team on the direction forward STEP1 ESTABLISH THE RATIONALE Because if your rationale is not documented, it doesn't exist! 6. Plot all the questions you want answered during a given research engagement. Reect: What do we know about the people and the outcome we hope to study? What is the priority: people, or outcome? STEP2 PLOT PEOPLE & OUTCOMES Outcome Needs KNOWN Outcome Needs UNKNOWN PeopleNeeds UNKNOWN PeopleNeeds KNOWN OUTCOMES What is being created PEOPLE Who its being created for 7. EXPLORATORY RESEARCH VALIDATION RESEARCH DISCOVERY RESEARCH DEFINITION RESEARCH PeopleNeeds UNKNOWN PeopleNeeds KNOWN Outcome Needs KNOWN Outcome Needs UNKNOWN What else can we do? What works? What doesnt? What is relevant to people? What should it be? DATA TO INSPIRE DATA TO INFORM STEP3 Bring meaning to your research questions by applying the questions to the framework CLARIFY RESEARCH CONTEXT What quadrants do your questions fall into ? Data to inspire? (left) Data to inform? (right) 8. NOW, LETS TALK ABOUT A REAL PROJECT in the energy sector. S T E P 1 Establish the rationale Need a design tool to better understand business customers and how they interact with the utility No studies done in 125 years Research will be applied to new website design S T E P 2 Plot people & outcomes People: Business customers at 3 dierent levels Outcome Needs KNOWN Outcome Needs UNKNOWN PeopleNeeds UNKNOWN PeopleNeeds KNOWN What is your relationship with utility? What is your relationship with energy? How do you pay your bill? How do you know you have the right rate? What do you expect as feedback when participating in an energy eciency program? How should your account be managed to help you go more green? S T E P 3 Clarify research context Data to inform? Data to inspire? Both! Data to inspire - we needed to learn about the beliefs and expectations of energy and utility Data to inform - we needed to understand how people use the website 9. NOW THAT WE KNOW The research rationale What is known (and not known) about the people and the outcome expected The goal to inform or inspire Lets talk about the discussion guide again. 10. RESEARCH ENGAGEMENT FRAMEWORK EMOTIONS ATTITUDES APTITUDES BEHAVIORS WHAT WE LEARN Feelings, Hopes, Desires, Extremes Motivations, Perspectives, Morals, Histories, Approaches Agency (use of resources), knowledge and skills Triggers, Barriers, Contradictions, Workarounds, Compensation INSPIRE INFORM IMPLICATIONS & OPPORTUNITIES (Life realities, contexts, culture) PEOPLE (Domain, scope, industry) SUBJECT (Products, campaign, communication) OUTCOME How it should speak to the user and how the user should relate to it TONE & PERSONALITY What it should do and how should it work FEATURES & FUNCTIONALITY QUESTIONS & ACTIVITIES START (of session) END (of session) 11. THIS WILL GIVE BETTER DIRECTION INTO METHOD AND STUDY DESIGN One-on-one, or group? Visual? Theatrical? Verbal? Written? Direct? Or Nuanced? More stories? More activities? 12. BACK TO THE ENERGY EXAMPLE: The research study culminated in the following design R E S I D E N T I A L Focus groups with self- expressive, hands-on activities about nuanced behavior, emotions and attitudes towards energy and the utility B U S I N E S S In-home interviews, including a home tour, with observation of actual behaviors and aptitudes Contextual inquiry with evocative hands-on activities about business behaviors, emotions and attitudes towards energy and the utility One-on-one interviews, with observation of actual behaviors and aptitudes InspireInspire Inform Inform 13. CONCLUSION Lessons learned: Better questions lead to better and more credible research outcomes. This framework worked for us. Could it work for you? Understanding what we know (and dont know) about the people and the expected outcome of the study should not be hidden: SPEAK THE TRUTH! Setting the rationale and scope helps establish a rm foundation for for the research study FIRM FOUNDATION Ultimately what are we doing? Informing ourselves, or inspiring ourselves? WHAT ARE WE DOING? 14. WERE YOU SO CAPTIVATED THAT YOU FORGOT TO TAKE NOTES? KEEP A LOOKOUT FOR THIS TALK BY SIGNING UP FOR OUR WEBINAR UPDATES http://bit.ly/motivatewebinars 15. THANK YOU! #ResearchEngagementFramework Comments or Questions? REACH OUT TO US J ZARLA LUDIN zarla@motivatedesign.com EMILY CHU emily@motivatedesign.com MEENA KOTHANDARAMAN meena.ko@gmail.com