We believe that rich stories and visual frameworks help to establish a new understanding of what is meaningful to people. This foundation helps researchers, designers, engineers and business leaders develop strategies and concepts together, based on a new, shared perspective.
1. Seek to be surprised
Relax into the trusted approach. Absorb everything because you don’t know where the solution will be. Resist narrowing too quickly.
2. Collaborate to learn and teach
Bring stakeholders into the field—and through synthesis-— to build a shared understanding of the opportunity well before the final deliverable.
3. Form a point of view
Innovation research is more of an art than a science. Curate a compelling call to action rather than reporting on everything observed.
4. Visualize relationships
Frameworks are powerful tools that can highlight important aspects of your story. They can be used again and again by stakeholders.
5. Focus on the elements of a good idea
Most organizations don’t suffer from a lack of ideas, they struggle with a lack of focus or a strong reason to pursue the right ideas.
Our goal is to establish a shared understanding of the opportunity area, then we can identify the elements of successful concepts. We generate the solutions together, with our client’s in-house expertise.
We have 3 favorite tools that help us collect great stories and build more beautiful presentations in the end:
– LiveScribe Pen: This pen captures audio and uses special paper to link the audio to whatever is written at that moment in time. We use this to be sure that we capture exact quotes. It’s especially useful to use when shadowing someone during an ethnographic observation– where you might be wandering through the mall or sitting quietly in their home all day. You can leave the pen running all day, capturing any small bits of conversation without turning a recorder on and off.
– Lumix Gx7 Camera. This camera takes great photos in low-light (essential for in-home interviews) and has a touch-screen interface that allows you to touch the screen to indicate where to focus the lens. This helps us capture dynamic photos that focus on the objects or people that are most interesting.
– Photo Card Sort. Years ago I created an InDesign document with photographs sourced from as many different terms I could think of to type into Flickr and pull from my own persona photos. I focused on amorphous, non-concrete words like “communication” “spirit” “inspiration” to lead me to photos that could be interpreted not for the object they represented but what they could symbolize to people. We’ve used it again and again to prompt conversation. It works for several reasons:
Contact us if you would like a PDF copy of these cards.
What tools do you love when you are seeking inspiration from field research?
And now a post from our intern, Lionel Perez-Ramazzini!
Small business in America has been ingrained as a vital part of not just our economy but also pride. The individual building something from apparently nothing is a strong part of the American psyche. And, for various reasons business also close down. I traveled to three distinct neighborhoods all 15 minutes of each other by car and saw some commonalities.
I have been teaching “Design Methods and Research” to undergraduates in the Industrial Design program at CCA. It is a required class, which is good and bad. The department believes Design Research to be useful for their students, but the students may not have CHOSEN to take the class.
I am often contemplating what the essentials of Design Research might be. If you could only teach a few elements of Design Research, would you focus on a process or technique? Would you put most of your energy into making them good interviewers? Or try to make all the basic methods familiar to them? Would you cover the cut-and-dry basics that will help them to evaluate their designs, or focus on the more experimental methods for inspiration?
I have to admit that cut-and-dry is not where my passions lie. And to be a good researcher in that way requires much more than a single class. So Lucie and I have focused on the process of user centered design with the goal of understanding people in order to inspire great designs. A difficulty in teaching this way is that the process is vague, the tools are vague, there is a reliance on individual imagination and interpretation that takes time to develop when you don’t know or trust the process. As a result, the first half of the semester is confusing and loose for the students, but exciting in the end.
Still, I am always looking for a better approach. Today, as I was reading through the advice from selected graduating students to offer as the graduation speech, one anonymous student stood out because he or she was the only one to talk about gaining inspiration from others. Most art students will talk about their own creativity, thank their teachers for making them into confident, passionate, inspired artists. But this student said this,
Making impact doesn’t just mean inviting people into your world and your vision, but immersing yourself into the worlds of others — even if it means exposing your weaknesses, fears and aversions. This is because the division of our identities as artists or non-artists are inauthentic and increasingly irrelevant. Therefore, our community’s role in society is to help expose the flaws in relying on such divisions of identities in service of a more united, sustainable, beautiful, and meaningful world.
I was inspired by that. It makes me want to focus on the ENJOYMENT of Design Research. To focus my energy on helping the students love to talk with others about their work and love the process of learning about and design for another.
I coul imagine breaking it down into three areas:
– Understanding other contexts by immersing yourself
– Rich conversations to inspire
– Gathering honest feedback
It feels like more of an Art class than a Design class, but that could be a good thing. Inspiration is more useful than validation. And serious researchers are better at validation anyways. My director at Yahoo told me once that his goal was to create such an informed set of designers that we would not have to conduct any usability research– the designers would have so much knowledge going into the design process that they would be their own testers. Therefore, I am more interested in setting my young designers out on the right foot in their design processes, informed and inspired.
Participatory Design acknowledges that we, as design researchers, are not seeking truth. What we gain from our interactions with participants is biased toward the questions we need to answer. The ideas that spark innovation and that are most inspiring to us as people who are intending to solve a problem—can come from many places.
With that in mind, Brendon Clark inspired me with the ways in which he has been exploring the boundaries of how much control he can give to others when he works with users and stakeholders in the field. Yesterday, in a chat with Brendon, a great influence of Participatory Design thinking for me, I realized myself how little control I give to those around me. He asked why.
“I… am trying to preserve the accuracy.”
Yet I have always acknowledged that the purpose of my approach is inspiration. When people ask me how I can stuffy only 6 people, I tell them that it only takes one clarifying story to change everything.
If I gave up some control to the designers and product managers in the field with me—to allow them to pursue the topics of the conversation that are most interesting—mightn’t we all be more inspired?
And the Participatory Design movement in Scandinavian, which I admire so much, has always been about bringing the user into the conversation as a equal participant. Easier heard than acted upon, apparently.
I see now how I tend to keep users in the dark during my field sessions—trying not to bias them by telling them what I want to know, or what I find most interesting. I remain neutral in the conversation– open and supportive– but still neutral, holding my card sort close to my chest, so to speak.
Brendon has been studying and writing about Performance as a way to put participants at the center of the conversation for innovation and design. He began his work, at the intersection of Anthropology and Participatory Design, with a focus on users and is now expanding his work to include stakeholders as participants as well. He says, “When you give people a stage, they naturally perform.” He sees our role as researchers as the people who create the stage.
So many product research projects focus on influencing a decision, for which the researcher provides very specific insights about a specific portion of the overall problem.The beauty of Participatory Design projects is that the focus in not only on the initial task-at-hand that needs to be solved by the group, but also that the unstated goal becomes raising the knowledge of the people in the room.
When engaging in formative, strategic research for my product teams, and by engaging them throughout the process, my goal is to inform my stakeholders about a broader, more holistic context of use.
I hadn’t thought about this particularly, until a design director at work said to my director, “I want to work with you. But my people can’t focus on anything but research that helps them design what they are working on right now.” [Read into that “can’t” what you will] His meaning was that I can’t spend time sharing insights with the designers that don’t directly answer questions about this widget or that widget. Very disappointing. Especially when I’ve developed good relationships with the Product Managers, Marketing Managers and Engineers by sharing stories and insights about user experiences that helps to raise there OVERALL understanding of how people use communication tools.
My purpose for this kind of sharing of insights is mainly driven by my belief that I am not at MOST of the meetings where decisions are made– if they are even made in meetings. I also can’t research every little question that comes up, “Should this button go here or here?” “Do people share photos or quotes more often?” Therefore I need to arm the decision makers with an empathy and understanding of how different users make choices, so that EVERY decision they make is a bit more informed by real end-users.
In the Carnegie Mellon Design program we were taught that Designers are experts in process, rather than topics. The pride of a CMU designer is that we can design “anything.” That works pretty well if you work in a consultancy, where everyone is expected to switch topics every few months, and enjoy it.
But when you work in-house, the expectations for your domain knowledge are much higher. I work for an internet company, and it is natural for people to expect me to know a great deal about technology. But I don’t. I know a great deal about people and how they behave and how they express themselves. And I know how to learn more about that. And I know how to get people to share their thoughts with me in a way that answers questions that are very difficult to answer.
But it erodes my credibility when I don’t know the latest TechCrunch opinion. So, of course, I try to read more blogs and articles. I try to use the latest apps and services. I have a twitter account: hillarydesres.
But in reality, I’m never going to spend all of my free time keeping up on the latest technology. But I’ve realized that through consistent collaboration with teammates, I learn far more than I would on my own. When I need to know the latest technology– or the latest anthropological theories– I know who to ask. I think of it as outsourcing my knowledge. I have all the knowledge I need– I just keep it stored in other people’s brains.
It can be difficult to incorporate new methods into your projects, particularly for two reasons: your confidence and your stakeholders’ confidence. But the solutions are the same: arm yourself with as much knowledge as possible before beginning to plan.
1. Imagine what you’ll learn. Don’t be afraid to share it with others. It can seem wrong to guess at what user’s will say, especially if you believe that surprise is the mother of innovation. But stakeholders need to understand why you are doing what you are doing. It’s unlikely they’ll support you if you can’t paint a picture of the results for them.
“I’ve chosen to conduct research in Indonesia because studies show that they are very mobile-phone centric. So I think we may learn a lot about how other countries could begin using mobile phones in the future.”
“I’m planning to interview ‘extreme’ examples of our users. For example, an interview with a CEO may teach us a lot about how all business people use their communication tools. Maybe they have ways of organizing information that everyone could use…”
After you’ve conducted the research you’ll have real stories that trump the guesses, so the guesses won’t matter. They are just tools to get buy-in and help gather support for trying new methods. But they will have helped YOU think through what you are hoping to gain from the method.
After working for several years at a design and innovation firm, I’d grown to rely on Designers for creative problem solving… sort of thinking of myself as the person who leads the framing of the interesting, relevant questions and Designers as the ones who lead the elegant solution-finding. But in my new position I’ve been without Designers on my team. But because I position myself as a Design Researcher, I wanted to deliver insights that had solutions, at least the beginning of solutions, attached to them.
That’s when I realized that this was a chance to rely on the kindness of teammates. And they’d probably enjoy it along the way. I turned each of my findings presentations into brainstorming sessions– presenting compelling user stories alongside opportunity areas. I asked questions like “Imagine that 10 years from now we are wildly successful as _______. What would that experience be like?” And asked engineers, product and marketing managers to grab a sharpie and some half-sheets of paper and tell me what I didn’t already know.
It has been a great way to understand what my brilliant teammates know about the opportunity areas– and they have diverse perspectives. It’s also been a great way to learn what is most surprising and inspiring to the teams. Some insights they nod their heads, sometimes they even say, “we’re already working on that.” But other insights spark great conversations, light bulbs pop up around the room. Those are the topics I dig deeper into.
The best part is that I did this before delivering my final report. So now, as I craft that massive presentation, I know what my stakeholders care about. I know more about it than I did before. And I have funny little sketches to illustrate many of the important points.
Insights must incite. If a fantastic insight falls in the forest and no one hears it, is it still valuable?
What Design brings to research to make it more suitable for innovation is not better research methods.
The creative-thinking and rule-breaking of design does little to improve the reliability of research… what it does bring is a new perspective on the problem: