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Design Research

Design Research. Project 4 Readings + Rockwell Lecture. Chris Rockwell (Lextant) Lecture. “Ethnography helps us understand today… it doesn’t tell us about tomorrow.”. Chris Rockwell (Lextant) Lecture. “Ethnography helps us understand today… it doesn’t tell us about tomorrow.”

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Design Research

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  1. Design Research Project 4 Readings + Rockwell Lecture

  2. Chris Rockwell (Lextant) Lecture “Ethnography helps us understand today… it doesn’t tell us about tomorrow.”

  3. Chris Rockwell (Lextant) Lecture “Ethnography helps us understand today… it doesn’t tell us about tomorrow.” “People can tell you what they want if you give them the tools to communicate.”

  4. Chris Rockwell (Lextant) Lecture “Ethnography helps us understand today… it doesn’t tell us about tomorrow.” “People can tell you what they want if you give them the tools to communicate.” “Personas don’t always reveal the ideal performance”

  5. Chris Rockwell (Lextant) Lecture Consumer Experience Designed System People Products Moment of Truth How do you measure whether ideals are being realized? How do you measure effectiveness of design solutions?

  6. Chris Rockwell (Lextant) Lecture The Generative Process: Prime (Homework) Dream Create Understand Translate

  7. Chris Rockwell (Lextant) Lecture The Evaluative Process: Prime Concept Evaluation Understand Compare (with the ideal)

  8. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research Methods and PerspectivesEdited by Brenda Laurel Designers need to learn new ways of understanding their audiences in order to better prepare for their needs.

  9. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Interfaces are becoming increasingly social as they mediate more social activities (such as conversations) in more sophisticated ways. This makes them cultural products.

  10. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Method One: Taxonomies By deconstructing a situation into component parts and analyzing its aspects either one-by-one or in combination, it is possible to flesh out a much more complete understanding of experiences and your opportunities to design them.

  11. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Method Two: Dreams To avoid having subjects give you ‘what you’re asking for’, ask indirect questions that focus on issues or situations that are tangential to those being surveyed. This often exposes useful information that isn’t contaminated by second-guessing.

  12. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Method Two: Dreams Naming interfaces, devices and experiences - or characterizing them as people - is a method for embodying emotional and social reactions in a way we can interpret and understand quickly and easily. “If your favorite wearable object was a person, how would you describe his/her personality (name, gender, shy, angry, existing person, fantasy figure, place of birth, profession, etc.)?”

  13. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Method Three: Games Sometimes, questionnaires are too formal, too textural or too much like a test. One alternative is to present the questions and interactions as games.

  14. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Method Three: Games Sometimes, questionnaires are too formal, too textural or too much like a test. One alternative is to present the questions and interactions as games. These might be physical games - kinesthetic, visual, aural or merely cognitive.

  15. Research Methods for Designing Effective Experiences by Nathan ShedroffDesign Research - Methods and PerspectivesEdited by Brenda Laurel Full-Spectrum Research It is important for designers to take the time to develop their own methods and codify them into reproducible processes and artifacts.

  16. Non-Assumptive Research by Dorothy DeasyDesign Research - Methods and PerspectivesEdited by Brenda Laurel Much design research is based on faulty underlying assumptions: • You know who will be using the product or taking part in the experience. • You know what the person using the product or enjoying the experience needs and wants. • You know the way a product or experience will be used or valued as the designer intended it to be. • You have the solution before you’ve fully defined the challenge. • You can begin with a prototype or form factor rather than beginning with an understanding of the customer’s underlying motivations.

  17. Non-Assumptive Research by Dorothy DeasyDesign Research - Methods and PerspectivesEdited by Brenda Laurel Planning: • Step 1: Get a fresh perspective. • Involve a multidisciplinary or cross-functional team. • Include people who are not close to the project. • Step 2: Make a list of all hypotheses. • Describe what is assumed to be the reason for the design and the appropriate way to conduct the research • Step 3: Predict the outcome for your hypotheses. • For each hypothesis, predict your expectation of the outcome. • Step 4: Become a learner. • Seek input from as many different avenues as possible as they relate to the topic.

  18. Non-Assumptive Research by Dorothy DeasyDesign Research - Methods and PerspectivesEdited by Brenda Laurel Methodology Design: • Step 1: Seek expert advice. • Talk to experts who know the category and to the people who are likely to use the design. • Step 2: Include ethnographic methods. • Understand the culture you are studying. • Step 3: Build in time and budget for an iterative process. • Make the process flexible. • Step 4: Quantify critical hypotheses. • Quantification allows you to test the scope of your learning from qualitative rounds. • Step 5: Review your methodology plan against list of hypotheses.

  19. Non-Assumptive Research by Dorothy DeasyDesign Research - Methods and PerspectivesEdited by Brenda Laurel Research Execution: • Step 1: Use video and still photography as much as possible. Step 2: Use a mix of observation and direct questioning. • Observation will allow you to “see’ the answers, questioning that follows may help you understand. • Step 3: Use exploratory questioning. • Often begin with ‘What,’ ‘In what way,’ ‘Tell me about,’ or ‘why.’ • Step 4: Listening is key. • Listen for what is important for the person answering and listen for what is not being said. • Step 5: Include participants in the analysis. • Share a little of the learning and ask them for their opinion.

  20. Non-Assumptive Research by Dorothy DeasyDesign Research - Methods and PerspectivesEdited by Brenda Laurel Analysis: • Step 1: Look for patterns. • Sometimes understanding the exceptions to the dominant patterns provides more insight. • Step 2: Segmentation. • Look for groupings of people, not just for the patterns that describe the whole. • Step 3: Multi-disciplinary Advisors. • Take the data and initial analysis back to the multi-disciplinay group. • Step 4: Be aware of bias during analysis. • State what was observed or learned. • Examine the meaning of the observation. • What are the actions or recommendations implied?

  21. The IDEO Cure by Christopher HawthorneMetropolis Magazine, October 2002 “Encourage wild ideas.” “Fail often to succeed sooner?”

  22. The IDEO Cure by Christopher HawthorneMetropolis Magazine, October 2002 Five-Part Process: 1. A decidedly subjective research period that privileges interviews and firsthand observation over hard data. 2. Data produced by that observation are synthesized into manageable form. 3. A series of brainstorming sessions. 4. A cycle of prototyping (testing) and refinement. 5. Implementation.

  23. The IDEO Cure by Christopher HawthorneMetropolis Magazine, October 2002 IDEO tries carefully to balance left-brain and right-brain thinking. “Systematic Creativity”

  24. Project 4: User Field EthnographyAssignment for Monday, Nov. 2 Post on Scholar Dropbox by 10:10 AM a PDF file titled: Ethnography Conclusions-(Your Name) which contains the following: • Summary of quantitative data collected - conclusions. • Summary of qualitative data collected - conclusions. • Overall conclusions.

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