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pdf slides
1 innovation for real life Ethnographic research (with your client!) to understand user behaviors and usages in context Alessandro Catania // Research Director Product Tank // 15 April 2014 2 Quick case studies of uses of enthographic research and immersions as a tool to understand (and test) usages of products and services in context. Product Tank // 15 April 2014 What are we talking about? 3 Product Tank // 15 April 2014 Ethnographic research = «the collection of empirical data on human cultures to leverage their social meanings and ordinary activities in naturally occurring settings» 4 Product Tank // 15 April 2014 5 Product Tank // 15 April 2014 Ethnographic research (in real life) = observing and understanding what people do as they do it in the context where this usually happens. 6 Product Tank // 15 April 2014 7 Product Tank // 15 April 2014 Why this? 8 Product Tank // 15 April 2014 9 First Rule of Usability? Don't Listen to Users [J.Nielsen] Pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior. Product Tank // 15 April 2014 10 Self-reported claims are unreliable. Ex. A user who never prepares his purchase and is enthusiast at the idea of a interactive catalogue to explore and discover online. Product Tank // 15 April 2014 11 Pay attention to what users do, not what they say. Ex. Users unaware of how they managed to find their way despite the missing wayfinding sings. Product Tank // 15 April 2014 12 There are things that only happen in context Ex. Interface of a ticketing machine outdoor... what about the queue when it rains ? Product Tank // 15 April 2014 Why, really? 13 Product Tank // 15 April 2014 14 Real users vs. assumption - Jeune cadre dynamique Model of user - 30 ans - Geek - ... Product Tank // 15 April 2014 15 Real users vs. assumption - 30 ans Real user - No free time - Does not care about technology - iPhone’s screen is broken... Product Tank // 15 April 2014 16 Real users vs. assumption «Phantasme» Model of Real user user Product Tank // 15 April 2014 17 Real users vs. assumption «Phantasme» Model of Real user user User the service / product is often designed for... Product Tank // 15 April 2014 18 Real users vs. assumption «Phantasme» Model of Real user user User the service / product is often designed for... Misalignment / Exclusion Product Tank // 15 April 2014 19 A clear idea of who the user is and what he/she does, in real life = Real, in context behaviours + Real life constraints and conditions Product Tank // 15 April 2014 Client is there and sees it! 20 Product Tank // 15 April 2014 21 Contextual user research is a powerful tool. It can change the representations of users within the organisation. This has consequences onto the way its vision is translated. Impact on project and service implementation. Product Tank // 15 April 2014 When? 22 Product Tank // 15 April 2014 23 Across the process THINK DEFINE Prospection & Exploration Stratégie opérationnelle Conception & Développement Intégrer les insights utilisateurs dans la prise de décision stratégique en concertation avec les parties prenantes Analyser les motivations et les freins à l’usage pour concevoir et développer de meilleurs services Observer les usages et les comportements pour détecter des tendances BUILD RUN Suivi Mesurer le retour d’expérience utilisateur et proposer des axes d’amélioration Product Tank // 15 April 2014 At the beginning ... at key iterations ... at the end to validate/iterate ... It’s never too late or too early to know your users! 24 Product Tank // 15 April 2014 How? 25 Product Tank // 15 April 2014 Take this and go out. 26 Product Tank // 15 April 2014 ATTOMA, SERVICE DESIGN AND UX 1. 27 Product Tank // 15 April 2014 28 Product Tank // 15 April 2014 29 OUR PLAYGROUND: DESIGN SERVICES AND PRODUCTS THAT ARE SIMPLE, ATTRACTIVE AND USABLE «IN REAL LIFE» Product Tank // 15 April 2014 • • • • • • • • mobility & transportation energy & utilities security & defense healthcare & pharma banking & insurance telco & communications ... across sectors 30 Product Tank // 15 April 2014 31 Research and strategy Observation, usages, needs, tests, attitudes, segmentation... Service design and UX Definition and design at all touchpoints between the user and the brand, across channels and platforms UI design Advanced interface design and functional branding Product Tank // 15 April 2014 [email protected] 32