[Script Info]
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[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.95,0:00:05.81,Default,,0000,0000,0000,,In addition to participant observation and structured interviews,
Dialogue: 0,0:00:05.81,0:00:09.64,Default,,0000,0000,0000,,there are other ways that you can forage for design insights.
Dialogue: 0,0:00:09.64,0:00:13.83,Default,,0000,0000,0000,,For example, what do you do when the behaviour that you are interested in
Dialogue: 0,0:00:13.83,0:00:19.76,Default,,0000,0000,0000,,happens over a long period of time, or is sporadic, or both?
Dialogue: 0,0:00:19.76,0:00:22.08,Default,,0000,0000,0000,,Interviews are hard for the same reason.
Dialogue: 0,0:00:22.08,0:00:28.20,Default,,0000,0000,0000,,One effective solution in places like this is for the participant to do the capturing themselves.
Dialogue: 0,0:00:29.15,0:00:34.34,Default,,0000,0000,0000,,One common class of technique for doing this is what I call diary studies.
Dialogue: 0,0:00:34.34,0:00:41.19,Default,,0000,0000,0000,,In this technique, you give people a diary that they complete at a specific time or interval,
Dialogue: 0,0:00:41.19,0:00:45.22,Default,,0000,0000,0000,,for example every evening or at every meal.
Dialogue: 0,0:00:45.22,0:00:51.43,Default,,0000,0000,0000,,In general, diary studies are used to record a specific piece of information,
Dialogue: 0,0:00:51.43,0:00:55.23,Default,,0000,0000,0000,,like “how happy you feel” or “what you ate.”
Dialogue: 0,0:00:55.23,0:01:00.04,Default,,0000,0000,0000,,Often the diary has some sort of structure to help you complete that efficiently.
Dialogue: 0,0:01:00.04,0:01:06.63,Default,,0000,0000,0000,,You can use normal old paper, text journals; you can use still or video cameras;
Dialogue: 0,0:01:06.63,0:01:11.87,Default,,0000,0000,0000,,you can have audio recording — whatever is appropriate for the task that you’re trying to capture.
Dialogue: 0,0:01:11.87,0:01:15.30,Default,,0000,0000,0000,,In selecting from among the different media that you can use for capturing —
Dialogue: 0,0:01:15.30,0:01:23.23,Default,,0000,0000,0000,,like video versus audio versus text versus photos, analog versus digital — pay attention to the context.
Dialogue: 0,0:01:23.23,0:01:26.68,Default,,0000,0000,0000,,If you’ll like to capture information about somebody’s mobile phone,
Dialogue: 0,0:01:26.68,0:01:32.15,Default,,0000,0000,0000,,maybe you’d give them a piece of paper with some structure on it, like a couple of scales
Dialogue: 0,0:01:32.15,0:01:37.84,Default,,0000,0000,0000,,that they’d keep with them on their phone, so, that way, whenever they pull out their phone,
Dialogue: 0,0:01:37.84,0:01:42.56,Default,,0000,0000,0000,,the diary entry that you’d like them to fill out is right there with it too.
Dialogue: 0,0:01:42.56,0:01:48.56,Default,,0000,0000,0000,,In some cases, an audio recorder will be the easiest way to get people
Dialogue: 0,0:01:48.56,0:01:54.47,Default,,0000,0000,0000,,to actually record information at the relevant time, like maybe if somebody’s driving.
Dialogue: 0,0:01:54.47,0:01:59.33,Default,,0000,0000,0000,,In other cases, like during a lecture, speaking out loud might be inappropriate,
Dialogue: 0,0:01:59.33,0:02:03.07,Default,,0000,0000,0000,,and so you’ll want to have somebody have marks on paper.
Dialogue: 0,0:02:03.07,0:02:10.15,Default,,0000,0000,0000,,One of the appealing features of diary studies is that they can scale a lot better than direct observation.
Dialogue: 0,0:02:10.15,0:02:16.02,Default,,0000,0000,0000,,Direct observation is limited by the amount of time that {\i1}you{\i0} can spend with the participants;
Dialogue: 0,0:02:16.04,0:02:21.06,Default,,0000,0000,0000,,with a diary study, you’re only limited by the amount of materials that you can give out
Dialogue: 0,0:02:21.06,0:02:23.98,Default,,0000,0000,0000,,or that you can aggregate later on.
Dialogue: 0,0:02:23.98,0:02:28.63,Default,,0000,0000,0000,,The most important piece of design for creating an effective diary study
Dialogue: 0,0:02:28.63,0:02:33.01,Default,,0000,0000,0000,,is to have the entry be as frictionless as possible.
Dialogue: 0,0:02:33.01,0:02:38.31,Default,,0000,0000,0000,,The easier it is for participants to mark down the information that you’re interested in,
Dialogue: 0,0:02:38.31,0:02:40.84,Default,,0000,0000,0000,,the higher quality the results that you’re going to get.
Dialogue: 0,0:02:40.84,0:02:44.28,Default,,0000,0000,0000,,With a diary study, like any user interface,
Dialogue: 0,0:02:44.28,0:02:50.43,Default,,0000,0000,0000,,the results that you’ll get will be best if you offered people some training and some practice.
Dialogue: 0,0:02:50.43,0:02:56.70,Default,,0000,0000,0000,,Also, any time you’re changing people’s behaviour, like asking them to record into a diary,
Dialogue: 0,0:02:56.70,0:03:00.68,Default,,0000,0000,0000,,they’ll do it for a while, and then it’s easy to fall off the wagon and forget,
Dialogue: 0,0:03:00.68,0:03:04.34,Default,,0000,0000,0000,,and so you may want to follow up with people and remind them,
Dialogue: 0,0:03:04.34,0:03:08.70,Default,,0000,0000,0000,,and that reminding brings us to our next technique, which is called “experience sampling.”
Dialogue: 0,0:03:08.70,0:03:15.17,Default,,0000,0000,0000,,The idea behind experience sampling is to “beep” people at some regular interval,
Dialogue: 0,0:03:15.17,0:03:19.81,Default,,0000,0000,0000,,and have them write down a key piece of information at that time.
Dialogue: 0,0:03:19.81,0:03:22.17,Default,,0000,0000,0000,,Sometimes these are also called “pager studies”,
Dialogue: 0,0:03:22.17,0:03:26.72,Default,,0000,0000,0000,,because many of the early studies in the 80’s and 90’s used pagers,
Dialogue: 0,0:03:26.72,0:03:33.00,Default,,0000,0000,0000,,and an appeal of doing a pager study is that the participants don’t need to remember
Dialogue: 0,0:03:33.00,0:03:35.32,Default,,0000,0000,0000,,because you’re actively reminding them.
Dialogue: 0,0:03:35.32,0:03:38.23,Default,,0000,0000,0000,,They’re often coupled with some kind of diary,
Dialogue: 0,0:03:38.23,0:03:41.57,Default,,0000,0000,0000,,so the paper beeps — or now it might be your mobile phone —
Dialogue: 0,0:03:41.57,0:03:44.59,Default,,0000,0000,0000,,and then there’s a structured form that you’d fill in.
Dialogue: 0,0:03:44.59,0:03:48.64,Default,,0000,0000,0000,,And these are, again, used for things like “How happy do you feel?”,
Dialogue: 0,0:03:48.64,0:03:51.44,Default,,0000,0000,0000,,“What’s your energy level?”, “Where are you?”
Dialogue: 0,0:03:51.44,0:03:57.54,Default,,0000,0000,0000,,Sometimes these take the form of a psychometric scale; other times these are more open-ended questions.
Dialogue: 0,0:03:57.54,0:04:02.41,Default,,0000,0000,0000,,On the research front, technologies like wireless sensor networks are expanding the possibilities
Dialogue: 0,0:04:02.41,0:04:04.59,Default,,0000,0000,0000,,for what the triggers can be
Dialogue: 0,0:04:04.59,0:04:08.51,Default,,0000,0000,0000,,and for what kinds of information can be automatically or semi-automatically recorded.
Dialogue: 0,0:04:08.51,0:04:15.84,Default,,0000,0000,0000,,Experience sampling, like diary studies, is useful for aggregating information across lots of people,
Dialogue: 0,0:04:15.84,0:04:19.60,Default,,0000,0000,0000,,like, “Are there times of day that make people more or less happy?”
Dialogue: 0,0:04:19.60,0:04:27.02,Default,,0000,0000,0000,,It’s easiest for you, as the researcher, if this information can be filled in in some digital form,
Dialogue: 0,0:04:27.02,0:04:31.22,Default,,0000,0000,0000,,like a survey, so it can be automatically aggregated.
Dialogue: 0,0:04:31.22,0:04:36.84,Default,,0000,0000,0000,,But sometimes, for practical reasons, paper will be the most ubiquitous tool out there,
Dialogue: 0,0:04:36.84,0:04:41.37,Default,,0000,0000,0000,,and in that case, go with whatever you can to get people to actually fill it out.
Dialogue: 0,0:04:42.20,0:04:45.30,Default,,0000,0000,0000,,In the techniques that we’ve talked about so far,
Dialogue: 0,0:04:45.30,0:04:49.18,Default,,0000,0000,0000,,it’s the designer that ultimately comes up with the design ideas,
Dialogue: 0,0:04:49.18,0:04:54.52,Default,,0000,0000,0000,,and the user’s behaviour serves as the father for that ideation.
Dialogue: 0,0:04:54.52,0:04:58.35,Default,,0000,0000,0000,,Users can also be a great source of design ideas themselves,
Dialogue: 0,0:04:58.35,0:05:01.45,Default,,0000,0000,0000,,especially advanced users or “lead users”.
Dialogue: 0,0:05:01.45,0:05:07.02,Default,,0000,0000,0000,,And Eric von Hippel at MIT has been the champion of this approach for several decades.
Dialogue: 0,0:05:07.02,0:05:08.86,Default,,0000,0000,0000,,He’s in the left of this picture,
Dialogue: 0,0:05:08.86,0:05:14.12,Default,,0000,0000,0000,,and he’s hanging out with Dr. Nathaniel Sims at Mass. General Hospital in Boston.
Dialogue: 0,0:05:14.12,0:05:16.52,Default,,0000,0000,0000,,Dr. Sims is an anesthesiologist.
Dialogue: 0,0:05:16.52,0:05:19.35,Default,,0000,0000,0000,,Like almost anybody in almost any work environment,
Dialogue: 0,0:05:19.35,0:05:23.11,Default,,0000,0000,0000,,he finds some of the tools that he has to use frustrating.
Dialogue: 0,0:05:23.11,0:05:25.98,Default,,0000,0000,0000,,But he went one step further than most:
Dialogue: 0,0:05:25.98,0:05:30.57,Default,,0000,0000,0000,,For example, when he needed to carry around a number of different medical devices,
Dialogue: 0,0:05:30.57,0:05:36.45,Default,,0000,0000,0000,,he created for himself a carrying rack that could easily hold all of them at once,
Dialogue: 0,0:05:36.45,0:05:39.50,Default,,0000,0000,0000,,so they can be moved around the hospital more efficiently.
Dialogue: 0,0:05:39.50,0:05:44.12,Default,,0000,0000,0000,,He’s picked up several patents for his work over his career, including this device here,
Dialogue: 0,0:05:44.12,0:05:46.73,Default,,0000,0000,0000,,which is called the “Nat rack”.
Dialogue: 0,0:05:46.73,0:05:50.62,Default,,0000,0000,0000,,Lead users in all sorts of domains come up with clever solutions,
Dialogue: 0,0:05:50.62,0:05:56.38,Default,,0000,0000,0000,,and one role of designers is to help lead users turn their individual solutions
Dialogue: 0,0:05:56.38,0:05:59.36,Default,,0000,0000,0000,,into something that’s more generally useful.
Dialogue: 0,0:05:59.36,0:06:05.14,Default,,0000,0000,0000,,And, in this way, lead users become a sort of distributed creation engine
Dialogue: 0,0:06:05.14,0:06:08.50,Default,,0000,0000,0000,,who can collaborate with designers to bring products to market.
Dialogue: 0,0:06:08.50,0:06:14.91,Default,,0000,0000,0000,,Lead user innovation works best when the reason that there’s not a better solution out there
Dialogue: 0,0:06:14.91,0:06:21.00,Default,,0000,0000,0000,,is primarily because designers don’t understand what the user needs are,
Dialogue: 0,0:06:21.00,0:06:24.49,Default,,0000,0000,0000,,or the context is shifting really rapidly.
Dialogue: 0,0:06:24.49,0:06:27.64,Default,,0000,0000,0000,,And so, for example, Eric von Hippel has shown how
Dialogue: 0,0:06:27.64,0:06:33.00,Default,,0000,0000,0000,,in places like surfng and snowboarding or other extreme sports that move quickly,
Dialogue: 0,0:06:33.00,0:06:37.75,Default,,0000,0000,0000,,changing your equipment is not all that difficult, but things are fast-paced,
Dialogue: 0,0:06:37.75,0:06:44.20,Default,,0000,0000,0000,,and so, to be able to do new tricks, people will modify their equipment to suit their needs.
Dialogue: 0,0:06:44.20,0:06:49.13,Default,,0000,0000,0000,,Lead user innovation works less well when the necessary piece of information
Dialogue: 0,0:06:49.13,0:06:53.91,Default,,0000,0000,0000,,is some kind of process knowledge, or a better factory, or something like that.
Dialogue: 0,0:06:53.91,0:06:58.44,Default,,0000,0000,0000,,Related to lead users are what we might call “extreme users”.
Dialogue: 0,0:06:58.44,0:07:01.24,Default,,0000,0000,0000,,Think about something like email.
Dialogue: 0,0:07:01.24,0:07:05.17,Default,,0000,0000,0000,,All of us get a lot of email, but some of us get a lot more than others.
Dialogue: 0,0:07:05.17,0:07:09.62,Default,,0000,0000,0000,,Those people who get a whole lot of email, far more than the average person,
Dialogue: 0,0:07:09.62,0:07:12.43,Default,,0000,0000,0000,,they’re extreme users from the vantage point of email.
Dialogue: 0,0:07:12.43,0:07:16.74,Default,,0000,0000,0000,,And we can often learn things from those extreme users —
Dialogue: 0,0:07:16.74,0:07:20.25,Default,,0000,0000,0000,,how they handle thousands of messages a day, for example —
Dialogue: 0,0:07:20.25,0:07:26.75,Default,,0000,0000,0000,,that we might then be able to encapsulate and make available to all users and help everyone.
Dialogue: 0,0:07:26.75,0:07:30.36,Default,,0000,0000,0000,,Extreme users can be extreme in almost any direction,
Dialogue: 0,0:07:30.36,0:07:35.95,Default,,0000,0000,0000,,and so people who have interesting professions are often a good source for extreme users.
Dialogue: 0,0:07:35.95,0:07:41.78,Default,,0000,0000,0000,,One can be an extreme as a technophile, or one might be an extreme as a technophobe.
Dialogue: 0,0:07:41.78,0:07:47.26,Default,,0000,0000,0000,,And so the person in the log cabin in Vermont, who checks email once a month,
Dialogue: 0,0:07:47.26,0:07:56.29,Default,,0000,0000,0000,,might be as useful an extreme user as the CEO in Silicon Valley who gets thousands of messages a day.
Dialogue: 0,0:07:56.29,0:08:04.86,Default,,0000,0000,0000,,While lead users and extreme users can often provide valuable design ideas that transfer more broadly,
Dialogue: 0,0:08:04.86,0:08:10.91,Default,,0000,0000,0000,,it’s not automatically the case, and, in fact, sometimes the extreme users are extreme
Dialogue: 0,0:08:10.91,0:08:14.18,Default,,0000,0000,0000,,because they’re not the actual users.
Dialogue: 0,0:08:14.18,0:08:18.34,Default,,0000,0000,0000,,Make sure you keep in mind the actual people that you’re designing for.
Dialogue: 0,0:08:18.34,0:08:22.45,Default,,0000,0000,0000,,You do all this great design work at the beginning to learn what users need.
Dialogue: 0,0:08:22.45,0:08:27.06,Default,,0000,0000,0000,,How do you keep their needs in mind throughout the entire design process?
Dialogue: 0,0:08:27.06,0:08:31.55,Default,,0000,0000,0000,,How do you not lose track of these insights that you captured early on?
Dialogue: 0,0:08:31.55,0:08:38.48,Default,,0000,0000,0000,,One great strategy for distilling the insights from participant observation, or interviews,
Dialogue: 0,0:08:38.48,0:08:43.09,Default,,0000,0000,0000,,diary studies, experience sampling — any of the techniques you choose —
Dialogue: 0,0:08:43.09,0:08:52.42,Default,,0000,0000,0000,,is to create from those insights “personas”, who are abstract users who represent what you’ve found
Dialogue: 0,0:08:52.42,0:08:55.39,Default,,0000,0000,0000,,when you went out and looked at real users.
Dialogue: 0,0:08:55.39,0:09:00.14,Default,,0000,0000,0000,,So, a persona is a model of a person; they’re an example.
Dialogue: 0,0:09:00.14,0:09:04.41,Default,,0000,0000,0000,,They’re not any one human being, but they are concrete.
Dialogue: 0,0:09:04.41,0:09:10.30,Default,,0000,0000,0000,,So, a persona is going to include demographic information, and also their motivation —
Dialogue: 0,0:09:10.30,0:09:15.82,Default,,0000,0000,0000,,Why do they want to use the system that you’re creating? What would make them not use it?
Dialogue: 0,0:09:15.82,0:09:21.29,Default,,0000,0000,0000,,What are their beliefs? What are their intentions? What are their behaviours? and what are their goals?
Dialogue: 0,0:09:21.29,0:09:29.90,Default,,0000,0000,0000,,What often happens in a design process is that one design member of the team want to build something,
Dialogue: 0,0:09:29.90,0:09:36.72,Default,,0000,0000,0000,,and so they’ll make up a story about why that particular thing might be useful to somebody.
Dialogue: 0,0:09:36.72,0:09:41.51,Default,,0000,0000,0000,,A persona keeps you grounded. You can say, “How would Steve use this?”
Dialogue: 0,0:09:41.51,0:09:48.46,Default,,0000,0000,0000,,or, “Would this additional feature fit with Steve’s desire for a minimalist system?”
Dialogue: 0,0:09:48.46,0:09:53.66,Default,,0000,0000,0000,,To make these personas real, it’s nice to have a picture or a photo.
Dialogue: 0,0:09:53.66,0:09:59.62,Default,,0000,0000,0000,,In fact you can use stock photography, or one of the photographs from your needfinding
Dialogue: 0,0:09:59.62,0:10:01.95,Default,,0000,0000,0000,,to anchor that persona visually.
Dialogue: 0,0:10:01.95,0:10:06.79,Default,,0000,0000,0000,,Make sure to give your persona a name, give them an occupation, and a background.
Dialogue: 0,0:10:06.79,0:10:11.23,Default,,0000,0000,0000,,They should have some hopes and dreams. Give them a story to tell.
Dialogue: 0,0:10:11.23,0:10:14.70,Default,,0000,0000,0000,,They should really come alive and feel like a real human being.
Dialogue: 0,0:10:14.70,0:10:21.28,Default,,0000,0000,0000,,It’s easier to be empathic towards a particular person than a generic one,
Dialogue: 0,0:10:21.28,0:10:23.21,Default,,0000,0000,0000,,and that’s how personas help:
Dialogue: 0,0:10:23.21,0:10:28.14,Default,,0000,0000,0000,,By knowing what a persona thinks, does, and feels, it helps you build empathy;
Dialogue: 0,0:10:28.14,0:10:32.54,Default,,0000,0000,0000,,it helps you understand the states of mind, the emotions, the philosophy,
Dialogue: 0,0:10:32.54,0:10:35.58,Default,,0000,0000,0000,,the beliefs, the point of view of that user.
Dialogue: 0,0:10:35.58,0:10:41.56,Default,,0000,0000,0000,,Personas also keep designs coherent and consistent over time,
Dialogue: 0,0:10:41.56,0:10:45.26,Default,,0000,0000,0000,,rather than a scattered-shot agglomeration of features.
Dialogue: 0,0:10:45.26,0:10:52.36,Default,,0000,0000,0000,,And, perhaps most importantly, the empathy that you’d build by designing for a particular persona
Dialogue: 0,0:10:52.36,0:10:56.05,Default,,0000,0000,0000,,can often lead to insights that you wouldn’t otherwise have,
Dialogue: 0,0:10:56.05,0:10:58.96,Default,,0000,0000,0000,,and this gives you new design opportunities
Dialogue: 0,0:10:58.96,0:11:03.98,Default,,0000,0000,0000,,and can help you be more innovative than existing solutions that are out there.
Dialogue: 0,0:11:04.96,0:11:10.52,Default,,0000,0000,0000,,We’ve talked about several strategies for engaging the people to come out with new design ideas.
Dialogue: 0,0:11:10.52,0:11:16.68,Default,,0000,0000,0000,,This is the best way that I know how to reliably come up with innovative ideas.
Dialogue: 0,0:11:16.68,0:11:21.80,Default,,0000,0000,0000,,But that doesn’t mean that every single design has to work this way —
Dialogue: 0,0:11:21.80,0:11:24.50,Default,,0000,0000,0000,,every design process has to work this way —
Dialogue: 0,0:11:24.50,0:11:29.00,Default,,0000,0000,0000,,and it doesn’t mean that, automatically, if you failed to follow this design process,
Dialogue: 0,0:11:29.00,0:11:31.64,Default,,0000,0000,0000,,then your design is automatically bad.
Dialogue: 0,0:11:31.64,0:11:37.67,Default,,0000,0000,0000,,It’s not like, if your startup goes public, the SEC, on its filing forms will ask you
Dialogue: 0,0:11:37.67,0:11:41.16,Default,,0000,0000,0000,,“Did you follow a rigorous needfinding process?”
Dialogue: 0,0:11:41.16,0:11:44.81,Default,,0000,0000,0000,,Ultimately, what people are excited about is the design,
Dialogue: 0,0:11:44.81,0:11:51.91,Default,,0000,0000,0000,,and all I’m offering here is a set of tools that will help you, with the best odds that I know of,
Dialogue: 0,0:11:51.91,9:59:59.99,Default,,0000,0000,0000,,give you as as great a design as you can get.