[Imr]week04

| WEEK 4 : Design Research

I,IIUser Integrated Research

WEEK4


4. Class Schedule 1IntroductionIce Braking

understanding major issues aboutintegrated media research planning & practice

2 Research Process - Overview(concept/purpose/methods)- Define research question

3 Research Process - Secondary(Desk) Research

4 Qualitative(Design) method Design research processDiscovering phase

5 Qualitative(Design) method Interpretation phase- Affinity Diagram

6 Qualitative(Design) method Modeling phase- Persona, Metal model

7 Qualitative(Design) method Co-Creation, ideation phase- Scenario building, mind mapping

8 Prototyping - Paper prototyping- Video prototyping

9 Quantitative methodsurvey (1)- research elements- sample design

10 Quantitative method survey (2)- questionnaire design

11 Quantitative method survey (3)- statistical analysis

12 Quantitative method FGI(Focus Group Interview)

13 Quantitative method - Experiment- Content Analysis

14 project report writing a project paper

15 presentation ofterm project Resultspresentation of term paper which isperformed in this semester


What is Design Research? Team Building

Project Define

Lecture

Individual & Team Exercise

Practice

Research Design

Report

50min

100min

50min

TODAY.

Design Research : Discovery Phase

Presentation

50min

50min

50min

30min


4/20

Mission Statement


5/20

Territory Map


Qualitative Research

1


Qualitative Research

+ =

1


3. Qualitative Research

001. Terms


Investigation of existing usages, habits, environments or products potentialIn-depth understanding of peoples behavior, belief,

preferences and context

Potential issues and problems turned into designOpportunitiesPotential solutions existing in other contexts or proposed by specific users


001. Terms


,

,


001. Terms


Depth Interviews (Customer & User)

Snap Interviews

Direct Observation (Ethnography)

Longitudinal Research

Group/Social Research

Focus Groups

Stakeholder Interviews

Subject Matter Expert (SME) Interviews

Competitive Reviews

Contextual Inquiry

Literature Reviews

Co-design/Participatory Design


002. Tools



002. Tools


Case Studies Ethnographic Research

Action Research

Design Research


003. Methodology


Design Research

.

+

/

,

/


3. Design Research

004. Process


3. Design Research

004. Process

Design Research


Most design research is qualitative, not quantitative. Qualitative research is (arguably) more subjective, based on smaller, targeted sample sizes, and is concerned more with how and why questions.


Design ResearchDesign research / User research / Field research /Ethnography / Design ethnography / Contextualresearch / Usage research / User-centered design / Usersafari / User modeling / ...

=

Research FOR design

3


1 in 3 IT Projects fail to meet user expectation and fails due to Unclear Requirement, Lack of User Input

3. Design Research

000. Did you know?


Design is about people


Design research is the act of investigating, through various means, a product's or service's potential or existing users and the context of use.

Design research is the act of investigating, through various means, a product's or service's potential or existing users and the context of use.


Design research uses a hodgepodge of methods drawn from anthropology, scientific and sociological research, theater, and design itself, among other disciplines.


Topography of Design Research. Liz Sanders, Design Research in 2006. Design Research Quarterly.


Investigate An activity before the design of a location-based service

Understand The use of a technique to draw implications for the following technique

Explorespecific behavior or motivations

Describe the appropriation or acceptation of a device

2. Design Research

002. How?

Descriptions


Collecting data around User context


Design Research Process & Tools

4


4. Design Research Process & Tools

001. Basic Process

Design Process by

, Double Diamond, Iterative4D Model



001. Basic Process



001. Basic Process

This begins with an initial idea or inspiration,

Market researchUser researchManaging information Design research groups.

. !

Definition stage, in which interpretation and alignment of these needs to business objectives is achieved.

Project development Project ModelingProject Mapping

! !

Period of development where design-led solutions are developed

Co-CreatingConcept BuildingVisual management Prototyping

. ?

Resulting product or service is finalised and launched in the relevant market.

Final testing, approval and launch Targets, evaluation and feedback loops.

, , ? ?


Observation Interview Experiment ETC

Design Research

Market Research Product Research User Research Human Research

Ethnography Contextual Inquiry Self Monitoring Simulated Lab Testing

Directed Storytelling In-Depth Interview (UN)Focus Group Interview Extreme User Interview

Usability Testing Card Sorting Task Analysis Heuristic Evaluation

Mind Mapping Mental Model Research


002. Discover Phase


Discovery Phase

? ?

5


5. Discovery Phase Process

001. Basics

1.

2.

3. , , ,

>>

,



000. Basics

1. (Domain)?

(Getting Conversant with Issues)

2. ? (What to see)

3. ? (How to see)

4. ? (How to perform/execute)

5. ? (How to consolidate)

6. insight? (How to get an insight)



001. (Domain) ?

-(Domain knowledge)/.

-(Rich points of view).

-.

)(Chronological) .



002. ? (What to see)

Work?

work.

Resource Work.

) .



002. ? (What to see)



003. ? (How to see)

work.

work.

resource.

>>



004. ? (How to execute)

.

.

, , , , .

.

.

(Pilot Test).



004. ? (How to execute)


Discovery Tools

6


6. Discovery Phase Tools

001. Discover Tools

Discover

User

Empathy

ArtifactsAnalysis

ProbesQuestions & Answers

ObservationShadowing

Service SafariMobile Ethnography

User Observation

Contextual InquiryFive Way

Mobile EthnographyBriefcase TourCultural Probes

Be --- a dayTry it yourself

Photo Inventory


Gaining Real-time Service Insights , . , , ,


002. Observation

PresenterPresentation NotesOne method is shadowing, which is quite simply following someone (with their permission). Its a fast way to understand their context, and the range of things that they do over the course of the day.

Photo: Jan Chipchase, Chongqing, 2007.


Raising awareness of service quality

. , .

Pros & Cons . .

/


002. Observation : Shadowing


Gaining Real-time Service Insights , ., , ,

002. Observation : Servce Safari

003. Service Safari Raising awareness of service quality () , .




( ).

Pros & Cons

needs, ., .

Raising awareness of service quality


003. Service Safari


Gaining Real-time Service Insights , ., , ,

003. User Observation Raising awareness of service quality . . .




Approached in Design Project . . .

Combination Solution . .E.g. .Teach Me .

Pros & Cons

. . . Observation Interview.


003. User Observation


004. Contextual Inquiry Gaining In-depth understanding of stakeholder/ ..

PresenterPresentation NotesPhoto: Cui Yanqing: Ji Lin, 2005.


, Artifacts , , . , , Affinity Diagram

| 03. Service Design Research


004. Contextual Inquiry


- User Interview + User Observation + Task Analysis

- Context

- Partnership

- Interpretation

- Focused

- Basic methods Interview where the interaction happens Avoid a fixed set of questions Focus of goals first, and task second Avoid making the user a designer Encourage storytelling Ask for a show and tell Avoid leading questions

| 03. Service Design Research


004. Contextual Inquiry


ExerciseInterview


Block Game


STEP01.

1. , , .

2. 5, , .


STEP02. .

3. 5 .

4. 3 . ? ? . .

5. .


,

Storytelling ,

!


005. 5 Whys Revealing sub-conscious stakeholders minds5 Whys , 5 Whys


Revealing sub-conscious stakeholders minds

, 5 Whys

5 ,


005. 5 Whys


?! .

? , .

? . .

? .

? . .

Revealing sub-conscious stakeholders minds


005. 5 Whys


006. Probes : Mobile EthnographyEthnography Ethnography .


(user-structured image). mobile ethnography. . .

Pros & Cons

. , , . ,


006. Mobile Ethnography


007. Probes : Wallet Mapping

PresenterPresentation NotesPhoto: Jan Chipchase, Berlin 2002


cultural probes

008. Probes : Cultural Probes

PresenterPresentation NotesPhoto: Jan Chipchase, Berlin 2002


1. Directed storytelling

- .

2. Unfocus group

- IDEO , Focus . . .

3. Role playing

- , ,

4. Extreme-user interviews

-

009.ETC


BONUSTIPS FOR


.


/

=( x )


?


, , , ,


.. .


,,,,. . .


. (Attention) .

.

.


Exercise


a-e-i-o-u frameworks


Wallet Mapping

1. 2. , , , 3. 4. 5. ( ), ( )6.

?


(Zeitgeist, ) ,

1. Macro Tour .( , )

2. , .

3. 10 .

4. .

?


For Next 30 min>> Define Your User Research Strategy

WHO. HOW. WHERE. WHAT. WHY

1. (Domain) ?

(Getting Conversant with Issues)

2. ? ? (What to see)

3. ? (How to see)

4. ? (How to perform/execute)


Do your research!>> Next Week : Interpretations of Your Discovery


Q&A

Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Slide Number 41Slide Number 42Slide Number 43Slide Number 44Slide Number 45Slide Number 46Slide Number 47Slide Number 48Slide Number 49Slide Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number 54Slide Number 55Slide Number 56Slide Number 57Slide Number 58Slide Number 59Slide Number 60Slide Number 61Slide Number 62Slide Number 63Slide Number 64Slide Number 65Slide Number 66Slide Number 67Slide Number 68Slide Number 69Slide Number 70Slide Number 71Slide Number 72Slide Number 73Slide Number 74Slide Number 75Slide Number 76Slide Number 77Slide Number 78Slide Number 79Slide Number 80Slide Number 81Slide Number 82Slide Number 83Slide Number 84Slide Number 85Slide Number 86Slide Number 87Slide Number 88Slide Number 89Slide Number 90Slide Number 91Slide Number 92Slide Number 93Slide Number 94Slide Number 95