Tutorial for 2 009 USER STUDIES user studies

Tutorial for 2. 009 USER STUDIES user studies 2. 009 12/4/2020 1

When Users are Ignored… user studies 2. 009 12/4/2020 2

When Users are Ignored… user studies 2. 009 12/4/2020 3

When Users are Ignored… user studies 2. 009 12/4/2020 4

When Users are Ignored… Just because you can, doesn’t mean you should. What is the advantage to resealable sock packaging? user studies 2. 009 12/4/2020 5

If a user can get it wrong… Image taken from actual instructions for user studies 2. 009 12/4/2020 6

If a user can get it wrong… user studies 2. 009 12/4/2020 7

What is ID? Misconception + ID = A common misconception is that Industrial designers simply make things pretty user studies 2. 009 12/4/2020 8

What is ID? Misconception + ID = Definition Industrial Design is a user centered way of thought integrated throughout the process user studies 2. 009 12/4/2020 9

Value of User Studies The complexity of any given task must be delegated either to the product or to the user. An Epi. Pen is a good example. Complexity was moved from the user to the device. user studies 2. 009 12/4/2020 10

Types of User Studies Ethnographic – Qualitative – Inspirational Focus Groups – ‘Quantitative’ – Validation User studies are completely scalable. They can span countries and hundreds of users, or just take 30 seconds. user studies 2. 009 12/4/2020 11

Types of User Needs Explicit precisely and clearly expressed or readily observable; leaving nothing to implication Latent potentially existing but not presently evident or realized Tacit knowledge that cannot be transferred to another person as a result of it being user studies 2. 009 12/4/2020 12

Step 1 Assemble your team Moderator Photographer Writer speak see hear Don’t have to large of a team, it can scare away subjects. Break into groups of 3 or so. The photographer and Writer should disappear to the subject after a few minutes. user studies 2. 009 12/4/2020 13

Step 2 Define your Target Market and Location Even if your T gets hijacked on the way and you stumble across a perfect emergency, it is still good to have a goal so that you don’t wander aimlessly. A Target market should be fairly specific. Again, be willing to adapt, but using your target consumer will be very important for screening and ranking ideas later. user studies 2. 009 12/4/2020 14

Step 3 Do a practice run – It will get better user studies 2. 009 12/4/2020 15

By the time a product launches, the market will have comletely shifted. This is one of the reasons that it is important to focus on early adopters, and recognize how to spot them. Step 4 Find Someone to talk to and observe New comers (instructions), kids Experienced Pros - Shortcut Takers Different user types (more than the 50 th percentile) Early Adopters Innovators Early Adopters Early Majority Late Majority user studies 2. 009 12/4/2020 Laggards 16

Step 5 a Moderator – Greet, and ask permission to study the user. Stream of Conscious Role Play Their Ideas / Complaints user studies 2. 009 12/4/2020 17

Step 5 b Photographer Work arounds Look at Paths and surroundings user studies 2. 009 12/4/2020 18

Step 5 c Writer guess what’s next (when it doesn’t line up… something's there) Patterns and quirks Streamline opportunities user studies 2. 009 12/4/2020 19

Step 6 Group similar User Needs (work back to tacit needs) Create a Problem Statement (How can we…) Brainstorm on the problem using various systems. Screen and Rank Concepts with your Target User in Mind user studies 2. 009 12/4/2020 20

Tips Start humbly…and a little dumb. If you go in knowing what to expect, you wont learn. See product as a verb. cell phoning - products in motion Don’t attempt to change behavior, work with it Prototype often, so you can check with users Stories are more powerful than a statistic. No such thing as a bad user, or user error - only opportunities user studies 2. 009 12/4/2020 21