Framing Insights from Design Research

1. Framing Insights from Design Research Alice M. Agogino University of California at Berkeley

2. Berkeley Design Thinking Framework Specifications Abstract Frameworks (Insights) Imperatives (Ideas) Analysis Synthesis • Solutions • (Experiences) Observations (Contexts) Concrete

3. Takeaways Customer research entails collecting information firsthand through: • asking open-ended questions • seeing (watching) people and processes • engaging participants in co-creation activities to uncover new patterns of behavior

4. Design Research Methods

5. Customer Empathy Map • Say: What did the users say to you or to others they interact with? • Do: What did you see the users do? What actions and behaviors did you notice? • Think: What might the user(s) have been thinking yet not saying? What does this tell you about his/her beliefs? • Feel: How do you think the users may have felt? What emotions may they be feeling?

6. Listen to the Stories They Tell Kimberly Clark Case, Michael Barry, Point Forward

7. Observe What People Do Kimberly Clark Case, Michael Barry, Point Forward

8. Look for Needs, the Gaps between What They Say and What They Do …and ask why? Kimberly Clark Case, Michael Barry, Point Forward

9. Generating Insights • Diapers are not waste disposal band aids • Diapers are children’s clothing • Children’s clothing symbolizes future success and control • Is your child still in diapers?” Kimberly Clark Case, Michael Barry, Point Forward

10. Practical Considerations • Capture “What” or “Why”, Not “How”. • Meet customers in the use environment. • Collect visual, verbal, and textual data. • Props will stimulate customer responses. • Interviews are more efficient than focus groups. • Interview all stakeholders and lead users. • Develop an organized list of need statements. • Look for latentneeds.

11. Framing: Defines Level At Which You View The Problem Assiteesttevídeo "potencias de dez" de 1997, quecomparagrandezasassociadas as potencias de 10. http://www.youtube.com/watch?v=hECEUKH_xdE

12. Framing Pizza Box Challenge • Design a pizza box to protect pizza during delivery? • How to improve the quality of the pizza at delivery?

13. Framing Pizza Box Challenge • How to improve the delivered pizza eating experience?

14. Use, Usability and Meaning Michael Barry, Point Forward • It is a hard, time-consuming job for us. Use Usability

15. Use and Usability • It is a hard, time-consuming job for us. Use Usability Michael Barry, Point Forward

16. Use, Usability and Meaning • From the village...to this boulder we have always come to sit and work. We sit and pound acorns, gossip, scold the children and make food for our tribe.” • “The children play nearby and can hear our stories and songs.” • “To pass the time, we tell stories and sing the songs of our people and how they live in the world.” • “The acorn is mother to us all and this stone is where we give her life and she gives us life” Use Usability Meaning Michael Barry, Point Forward

17. Use, Usability and Meaning • Opportunities for design innovation occur when there are gaps between Use, Usability and Meaning Use Usability Meaning Michael Barry, Point Forward

18. Translating Frames to Solutions • Ladder up by asking why? Ladder down by asking how or what? Why What How

19. Frames to Solutions • Ingersoll Rand Example Why What How

20. Frames to Solutions • Oxo Good Grips Example Needs Aha! Discontinuity Contradiction Success Failure Why! Make sense of this Hypothesis What’s Missing? Story Decode Insight Hierarchy Solutions

21. Frames to Solutions • Oxo Good Grips Example Needs Aha! Discontinuity Contradiction Success Failure Why! Make sense of this Hypothesis What’s Missing? Story Decode Insight Hierarchy Solutions

22. Core Meanings: Harmony Justice Oneness Redemption Security Truth Validation Wonder Core Meanings • Accomplishment • Beauty • Creation • Community • Duty • Enlightenment • Freedom Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth "Making meaning" by Steve Diller, Nathan Shedroff and Darrel Rhea

23. Core Meanings: Harmony Justice Oneness Redemption Security Truth Validation Wonder Core Meanings • Accomplishment • Beauty • Creation • Community • Duty • Enlightenment • Freedom Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth "Making meaning" by Steve Diller, Nathan Shedroff and Darrel Rhea

24. Core Meanings Exercise • List the top 5 core meanings you have observed. • Look for and circle overlap in core meanings with customers, company strategy & development team. • Compare to competitors. • Which core meanings are unique to you in comparison.

25. Working With Two-by-two Matrices • Position Maps

26. Team Ramen EXTRACTING MEANING

27. Team Ramen Competitive Analysis Clif bar Protein shake/Drink Kikkoman Soup Powder Campbell’s Soup Cup of noodles Sandwich Somen fruit Vietnamese Pho Frozen burrito World Foods Soup Stouffers Lasagna Top Ramen Frozen Gyoza Lean Cuisine Mac & Cheese Japanese ramen (lg bowl) Pasta Healthy/Nutritious Tremendous choices Growing but still limited choice We need variety! Cut veggies Takeout sushi Homemade dishes Organic frozen veggies Convenient Instant/Fast Cook/Slow Mozzarella stick Fried chicken/Buffalo wing Attractive for other reasons Very tasty.. Unhealthy Many choices/variety

28. Seguro – Pesticide Protection High Protection Initial Framing of the Problem Low Cost High Cost Low Protection

29. Seguro – Pesticide Protection Attractive Re-Framing the Problem Low Comfort and Convenience High Comfort and Convenience • Other dimensions • Cost • Protection level Unattractive

30. Personas bring users alive. Personas can be real persons or amalgamations of people into user archetypes Satisfying the goals of one persona will meet the needs of many customers The cast of personas should span the range of behaviors and characteristics of the users to be served The cast of personas is not a statistical model: Design for extremes, test at the means Embed the Needs in Personas

31. Framing the Problem: EverydayUsers Personal George Grandpa/Ex-Mechanic “Chess, anyone?” Harold Truck Driver “I don’t need a laptop!” Ryan Pre-K Student “ABC.. It’s an airplane!” Jenna James 6th Grade Teacher “OkCupid, Tindr, check!” High Integration Low Integration Mary New York Lawyer “I need those briefs now!” Jack Tech Company CEO “T-Minus 3 hours till IPO” Benjamin Avid Gym Goer “Light weight bro” Professional

32. Design for Extremes – Test at the Means • Build typologies by choosing characteristics that identify extremes on a continuum • Hot – Cold • Quiet – Loud • Personal – Social • Interior -- Exterior • By understanding the extremes, we may better understand the subtleties of the situation

33. An Example of Extremes

34. Design Thinking - Reframing Abstract Tell a new story Figure out the story Analysis Synthesis Concrete

35. Customer Journey Maps

36. Customer Journey Map

37. Journey Map of the CURRENT Story

38. Gain Customer Empathy • Say: What did the users say to you or to others they interact with? • Do: What did you see the users do? What actions and behaviors did you notice? • Think: What might the user(s) have been thinking yet not saying? What does this tell you about his/her beliefs? • Feel: How do you think the users may have felt? What emotions may they be feeling?

39. Design Research Methods

40. Now its Your Turn Framing Insights from Customer Research