Advanced Design Planning Module 2: Research

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Questions and Answers

What is the primary goal of conducting research in design?

To create a new product or service

To develop a new business strategy

To gather data for statistical analysis

To understand the needs of users and create solutions to improve their lives (correct)

What is the typical distribution of people engaging in an activity?

Mostly extreme users

A normal distribution with average users in the middle (correct)

Only non-users

Only lead users

What is the third area of research mentioned in the text?

Obstacle courses

Context

Empathy

Foresight (correct)

What is the purpose of understanding the context of users?

To understand the system that surrounds users Signup and view all the answers

Who are considered lead users?

People who are so involved in the system that their needs outstrip what the market provides Signup and view all the answers

What is the benefit of studying lead users?

To understand how to bring solutions back to a larger population Signup and view all the answers

What is the benefit of using foresight in design?

To make designs future-proofed and take advantage of future trends Signup and view all the answers

What is the term used to describe the process of making solutions more relevant for a larger population?

Democratizing design Signup and view all the answers

What is the purpose of conducting user interviews and observations?

To understand the needs of users Signup and view all the answers

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 Signup and view all the answers

What is the famous example of democratizing design mentioned in the text?

The roller board bag Signup and view all the answers

What is universal design all about?

Understanding people who aren't using the system and designing solutions to address those barriers Signup and view all the answers

What is empathy in the context of design research?

Understanding the needs of users Signup and view all the answers

What is the purpose of trend definition in design research?

To identify future trends and shifts in technology and demographics Signup and view all the answers

What is the famous example of universal design mentioned in the text?

Oxo Good Grips Signup and view all the answers

What is the purpose of conducting research in design?

To identify the needs of users and create solutions to improve their lives Signup and view all the answers

What is the result of designing solutions for extreme users or non-users?

Solutions that are useful for everybody Signup and view all the answers

What is the importance of understanding the context of users in design?

To identify the system that surrounds users Signup and view all the answers

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 Signup and view all the answers

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 Signup and view all the answers

What key aspects did the first module of the Advanced Design Planning course cover?

The overall process and the power of framing Signup and view all the answers

What analogy is used to describe the designer's approach to gathering information?

A sponge soaking up information Signup and view all the answers

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 Signup and view all the answers

What is the significance of the professor's question about morning sunlight on the breakfast table?

It showcases the value of custom home design Signup and view all the answers

What is not mentioned as a benefit of having morning sunlight on the breakfast table?

Enhancing indoor plant growth Signup and view all the answers

In the context of the module, what does 'altitude and approach' refer to?

Concepts in framing and solving problems Signup and view all the answers

What trait is emphasized for designers in their research phase?

Absorbing extensive knowledge Signup and view all the answers

What does learning 'everything we can' about a problem help a designer achieve?

Create innovative designs Signup and view all the answers

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 Signup and view all the answers

What is a challenge often faced by leaders or managers during ethnographic interviews?

Maintaining neutrality and not directing the interviewee Signup and view all the answers

What is the significance of building rapport during an ethnographic interview?

It helps in understanding the user's context and conditions Signup and view all the answers

Why should specific stories be encouraged in the narrative step of ethnographic interviews?

They provide more detailed and valuable insights Signup and view all the answers

Which question would be most effective in eliciting a detailed response during an ethnographic interview?

Can you describe your best day at work? Signup and view all the answers

Why should an interviewer appear 'naive' during an ethnographic interview?

To ensure the interviewee shares authentic insights Signup and view all the answers

What type of questions should generally be avoided in an ethnographic interview?

Yes or no questions Signup and view all the answers

What should an interviewer do after hearing a story from the interviewee?

Ask follow-up questions for more details Signup and view all the answers

During the rapport-building stage, how long might it take relative to the total interview time?

30-40% of the total time Signup and view all the answers

What phrase is recommended to encourage the interviewee to provide more details?

Can you tell me more about that? Signup and view all the answers

Why is Lipitor considered a blockbuster drug?

It applies to a large number of people. Signup and view all the answers

How do pharmaceutical developers approach product design?

They often design for users at the edges and then translate it back to the larger middle. Signup and view all the answers

What is one key strategy McDonald's uses in understanding their customer base?

Focusing on their customers' customers, such as children. Signup and view all the answers

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. Signup and view all the answers

In what way does McDonald's innovate in their operations?

By designing their kitchen to be efficient and easy for staff to use. Signup and view all the answers

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. Signup and view all the answers

Why is it important to also consider your customer's customer?

To ensure satisfaction and create a better overall experience. Signup and view all the answers

What is at the core of human-centered design and advanced design planning?

Empathy and ethnographic interviews Signup and view all the answers

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. Signup and view all the answers

What strategy can help organizations find new innovation and ideas?

Understanding the customers' customers and considering frontline and backstage staff Signup and view all the answers

What critical aspect of checking questions should be taken into consideration during an interview?

They should be saved for the end of the stories. Signup and view all the answers

What is the purpose of the empathy map in design thinking interviews?

To document the interviewee's behaviors, thoughts, and emotions. Signup and view all the answers

Which category of the empathy map deals with observable behaviors?

Saying and doing. Signup and view all the answers

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. Signup and view all the answers

What interviewing technique is associated with asking follow-up questions at the end of an interview?

The Columbo technique Signup and view all the answers

How are the categories of 'thinking' and 'feeling' handled in an empathy map?

They are based on subjective interpretations. Signup and view all the answers

What should be noted during the 'tensions' analysis in an interview?

Conflicting goals and agendas Signup and view all the answers

In which scenario do emotions play a key role according to the empathy map framework?

When extracting feelings from interviews Signup and view all the answers

Why should probing questions be avoided during the middle of storytelling?

They can disrupt the interviewee's flow. Signup and view all the answers

What is the main benefit of using an empathy map during the design planning process?

Understand and document the interviewee’s experiences comprehensively. Signup and view all the answers

What is one strategy to ensure ethical observational research?

Follow the front page test Signup and view all the answers

Why might researchers encounter tedium during observation?

Repetitive and monotonous activities Signup and view all the answers

What should be considered regarding the environment in observational research?

Micro and macro environments Signup and view all the answers

Which element is NOT included in the I-O-U framework?

Objectives Signup and view all the answers

What is the initial step when conducting observation according to the three-step process?

Visiting the activity location Signup and view all the answers

What should you do after identifying a paradox during an interview?

Design around it Signup and view all the answers

Why is preparation crucial for an observation team?

To ensure smooth operations Signup and view all the answers

What is implied when there is a lack of evidence during data collection?

It might reveal unexpected insights Signup and view all the answers

How can researchers validate if their observation methods are ethical?

By applying the front page test Signup and view all the answers

What challenge is specifically mentioned about observational work?

The repetition and tedium Signup and view all the answers

Why might observing people in their natural setting be powerful for research?

It helps one see new things and understand the context Signup and view all the answers

Why might the time of day and year be important for observations?

To capture variations in activities Signup and view all the answers

What is a potential downside of conducting ethnographic interviews via Zoom?

They lack the depth of in-person observation Signup and view all the answers

Why is it critical to understand the uses and activities in observational research?

To tailor the method to each environment Signup and view all the answers

What can result from having a large number of researchers present during an in-store observation?

Altered behavior of people in the store Signup and view all the answers

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 Signup and view all the answers

What did Sherlock Holmes emphasize about the lack of evidence?

It is evidence in itself Signup and view all the answers

What is the purpose of reducing the observer effect during observation?

To ensure behavior is not influenced by the observer Signup and view all the answers

What should be part of your approach when observing users?

Being unobtrusive to reduce the observer effect Signup and view all the answers

What is the benefit of putting pen to paper after field observations?

To bring all experiential knowledge into the design process Signup and view all the answers

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

Use two lenses to determine who to research: lead users and non-users
Think about the customer's customer and backstage staff
Design for the extremes and translate solutions to the larger population### Emotional Analysis of Interviews
Identify emotions in interviews, such as happiness, nervousness, and more
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

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Description

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.