78 Questions
What is the primary goal of conducting research in design?
To understand the needs of users and create solutions to improve their lives
What is the typical distribution of people engaging in an activity?
A normal distribution with average users in the middle
What is the third area of research mentioned in the text?
Foresight
What is the purpose of understanding the context of users?
To understand the system that surrounds users
Who are considered lead users?
People who are so involved in the system that their needs outstrip what the market provides
What is the benefit of studying lead users?
To understand how to bring solutions back to a larger population
What is the benefit of using foresight in design?
To make designs future-proofed and take advantage of future trends
What is the term used to describe the process of making solutions more relevant for a larger population?
Democratizing design
What is the purpose of conducting user interviews and observations?
To understand the needs of users
What is the benefit of having a mix of lead core and non-users in research?
To get a more comprehensive understanding of the population
What is the famous example of democratizing design mentioned in the text?
The roller board bag
What is universal design all about?
Understanding people who aren't using the system and designing solutions to address those barriers
What is empathy in the context of design research?
Understanding the needs of users
What is the purpose of trend definition in design research?
To identify future trends and shifts in technology and demographics
What is the famous example of universal design mentioned in the text?
Oxo Good Grips
What is the purpose of conducting research in design?
To identify the needs of users and create solutions to improve their lives
What is the result of designing solutions for extreme users or non-users?
Solutions that are useful for everybody
What is the importance of understanding the context of users in design?
To identify the system that surrounds users
Why is it helpful to start design research with extreme users or non-users?
Because they have needs that are not met by the market
What is the common theme seen in the examples of democratizing design and universal design?
The use of simple materials like duct tape and pipe insulation
What key aspects did the first module of the Advanced Design Planning course cover?
The overall process and the power of framing
What analogy is used to describe the designer's approach to gathering information?
A sponge soaking up information
Why is it important for a designer to build a large fact base according to this module?
To deeply understand users and context before designing
What is the significance of the professor's question about morning sunlight on the breakfast table?
It showcases the value of custom home design
What is not mentioned as a benefit of having morning sunlight on the breakfast table?
Enhancing indoor plant growth
In the context of the module, what does 'altitude and approach' refer to?
Concepts in framing and solving problems
What trait is emphasized for designers in their research phase?
Absorbing extensive knowledge
What does learning 'everything we can' about a problem help a designer achieve?
Create innovative designs
What is the primary focus when conducting an ethnographic interview with a stakeholder or user?
Having an open mind and letting them lead the interview
What is a challenge often faced by leaders or managers during ethnographic interviews?
Maintaining neutrality and not directing the interviewee
What is the significance of building rapport during an ethnographic interview?
It helps in understanding the user's context and conditions
Why should specific stories be encouraged in the narrative step of ethnographic interviews?
They provide more detailed and valuable insights
Which question would be most effective in eliciting a detailed response during an ethnographic interview?
Can you describe your best day at work?
Why should an interviewer appear 'naive' during an ethnographic interview?
To ensure the interviewee shares authentic insights
What type of questions should generally be avoided in an ethnographic interview?
Yes or no questions
What should an interviewer do after hearing a story from the interviewee?
Ask follow-up questions for more details
During the rapport-building stage, how long might it take relative to the total interview time?
30-40% of the total time
What phrase is recommended to encourage the interviewee to provide more details?
Can you tell me more about that?
Why is Lipitor considered a blockbuster drug?
It applies to a large number of people.
How do pharmaceutical developers approach product design?
They often design for users at the edges and then translate it back to the larger middle.
What is one key strategy McDonald's uses in understanding their customer base?
Focusing on their customers' customers, such as children.
What is a significant aspect of McDonald's menu design?
It includes flavor profiles that are more neutral, aligning with the palate of a younger consumer.
In what way does McDonald's innovate in their operations?
By designing their kitchen to be efficient and easy for staff to use.
What lesson can be learned from McDonald's approach to customer research?
Look at various layers of customers and include staff in the innovation process.
Why is it important to also consider your customer's customer?
To ensure satisfaction and create a better overall experience.
What is at the core of human-centered design and advanced design planning?
Empathy and ethnographic interviews
Why do empathy interviews and ethnographic interviews require a lot of structure and discipline?
They can be deceptively simple but need structure and discipline to be effective.
What strategy can help organizations find new innovation and ideas?
Understanding the customers' customers and considering frontline and backstage staff
What critical aspect of checking questions should be taken into consideration during an interview?
They should be saved for the end of the stories.
What is the purpose of the empathy map in design thinking interviews?
To document the interviewee's behaviors, thoughts, and emotions.
Which category of the empathy map deals with observable behaviors?
Saying and doing.
What example is given to illustrate a paradox in the interview process?
Saying one wants to be healthy but having junk food in the cabinets.
What interviewing technique is associated with asking follow-up questions at the end of an interview?
The Columbo technique
How are the categories of 'thinking' and 'feeling' handled in an empathy map?
They are based on subjective interpretations.
What should be noted during the 'tensions' analysis in an interview?
Conflicting goals and agendas
In which scenario do emotions play a key role according to the empathy map framework?
When extracting feelings from interviews
Why should probing questions be avoided during the middle of storytelling?
They can disrupt the interviewee's flow.
What is the main benefit of using an empathy map during the design planning process?
Understand and document the interviewee’s experiences comprehensively.
What is one strategy to ensure ethical observational research?
Follow the front page test
Why might researchers encounter tedium during observation?
Repetitive and monotonous activities
What should be considered regarding the environment in observational research?
Micro and macro environments
Which element is NOT included in the I-O-U framework?
Objectives
What is the initial step when conducting observation according to the three-step process?
Visiting the activity location
What should you do after identifying a paradox during an interview?
Design around it
Why is preparation crucial for an observation team?
To ensure smooth operations
What is implied when there is a lack of evidence during data collection?
It might reveal unexpected insights
How can researchers validate if their observation methods are ethical?
By applying the front page test
What challenge is specifically mentioned about observational work?
The repetition and tedium
Why might observing people in their natural setting be powerful for research?
It helps one see new things and understand the context
Why might the time of day and year be important for observations?
To capture variations in activities
What is a potential downside of conducting ethnographic interviews via Zoom?
They lack the depth of in-person observation
Why is it critical to understand the uses and activities in observational research?
To tailor the method to each environment
What can result from having a large number of researchers present during an in-store observation?
Altered behavior of people in the store
What might you do after noticing something was not mentioned by the interviewee that you expected to be discussed?
Revisit the data for larger patterns
What did Sherlock Holmes emphasize about the lack of evidence?
It is evidence in itself
What is the purpose of reducing the observer effect during observation?
To ensure behavior is not influenced by the observer
What should be part of your approach when observing users?
Being unobtrusive to reduce the observer effect
What is the benefit of putting pen to paper after field observations?
To bring all experiential knowledge into the design process
Study Notes
Module 2: Research in Advanced Design Planning
Recap of Previous Module
- Reviewed the design process and the power of framing
- Introduced the concept of altitude and approach
Research in Advanced Design Planning
- Goal: to understand the problem or issue being addressed
- Aim to soak up as much information as possible to build a large fact base
- Understand users, context, and future of the design space
Human-Centered Design
- Quote: "Would you like morning sunlight on your breakfast table?"
- Shows the importance of empathy and understanding user needs
Types of Research
- Empathy: understanding users and their needs
- Context: understanding the system and environment surrounding the user
- Foresight: thinking about future trends and shifts that may impact the design
Conducting Effective Research
- Lead users: study extreme users who have unique needs and coping strategies
- Non-users: study people who don't use the system or service to understand barriers to entry
- Universal design: design solutions that cater to people with varying abilities and needs
Research Techniques
- Interviews: building rapport, narrative, and checking questions
- Empathy map: a tool to document interviews, categorizing what users say, do, think, and feel
Best Practices
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Use two lenses to determine who to research: lead users and non-users
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Think about the customer's customer and backstage staff
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Design for the extremes and translate solutions to the larger population### Emotional Analysis of Interviews
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Identify emotions in interviews, such as happiness, nervousness, and more
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Extract emotions felt during the interview, and understand their significance
Advanced Analysis of Interviews
- Analyze tensions, paradoxes, and unsaid words in interviews
- Tensions: mental or emotional strains experienced by the interviewee, often caused by conflicting goals or agendas
- Paradoxes: contradictions between what is said and what is observed
- Unsaid words: things that were expected to be said but were not, potentially revealing underlying issues or patterns
Importance of Observation in Research
- Observing people in their natural settings is a powerful research method
- It provides firsthand experience with the context and helps identify new things
- Helps innovators and designers gain practical experience that shapes their designs
Conducting Observations
- Reduce the observer effect: minimize the influence of the observer on the observed
- Ensure ethical observation: consider the front page test (would the observation be acceptable if written up on the front page of a newspaper?)
- Accept tedium: observation can be time-consuming and repetitive, but it's essential to see things in detail
Framework for Observation
- IOU framework: observe Activities, Environments, Interactions, and Objects
- Observe what activities are happening in the space, the different environments, how people interact, and the objects in the space
Three-Step Process for Observation
- Go to where the activity happens and ensure permission to observe or that it's a public space
- Prepare the team, including roles, ethics, and required accommodations
- Understand the users and activities being observed, and choose the right times to observe
This module covers research in Advanced Design Planning, building on the previous module's discussion on the design process and framing. Topics include the designer's role, problem-setting, and tools like altitude and approach.
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