Converting Research Findings in to Business Speak

Web Directions User Experience – Melbourne - May 2008

Converting Research Findings in to Business Speak


What I hope to share…

1) That there are different types of customer research 2) Why ethnographic research findings are more

difficult to embed in the business3) Design tools – a bucket of ideas we have tried to

solve point 2!


Stephen!


Design Research

4

Ethnographic Behavioural

Evaluative

Interactional

Structural


Interactional


Structural


Behavioural


Evaluative


Ethnographic


Brought in at the end, to being involved in the planning phase…

Ethnographic

Behavioural

Evaluative

Interactional

Structural


Problems & solution, to patterns & opportunities…

Ethnographic

Behavioural

Evaluative

Interactional

Structural


Example - MND

Problem: The field is too short for people to see all 8 Serial Numbers they enter.

Fix: Lengthen the field.


Example - VoguePattern: People have different buying cycles for “events” versus normal clothing. Events fall into a broad range of categories, such as school reunions, new years eve, engagement parties, weddings etc.

Opportunity: Make suggestions on event based fashion.


One page, one site, to a long term strategy…

Ethnographic

Behavioural

Evaluative

Interactional

Structural


One discipline, one design team, the business…

Ethnographic

Behavioural

Evaluative

Interactional

Structural


User Informed Design


Design

Advertisers’ requirementsCustomer needs &

emotions

Business goals

Editorial plans & capabilities

Marketing & brand perception

Meeting or beating the competition

Technical capabilities & standards


Shared Understanding & a shared vocabulary


What would Anne, Chris or Adam want?


Design is Negotiation


Feature Analysis Matrix

Business Listings

Competitor/Peer Review


Feature Analysis Matrix


Design is Innovation


Research Cards


Design Tools – Learnings (So Far)• Should be stand-alone, digestible, snappy• Reusable and adaptable by anyone in the business • Aren’t prescriptive but encourage exploration• Designed to help create a shared understanding, or

support negotiation & innovation


Thanks to the team for letting me show their work!

Questions or More examples?


Notes• Slide 3 – Photo courtesy of Stephen Cox. Hear his presentation, which predeeds this one at:

http://www.webdirections.org/resources/stephen-cox/• Slide 5 – Photo courtesy:

http://www.computerhistory.org/timeline/images/1950_swac_large.jpg• Slide 6 - Photo courtesy: http://www.allposters.com/-sp/City-Street-Signs-

Posters_i1815309_.htm• Slide 7 - Photo courtesy: uwstopia.nl/files/2006/11/statistics.jpg• Slide 8 - Photo courtesy: www.artagogo.com/reviews/sjma/Tupperware.jpg• Slide 9 - Photo courtesy: http://www.jamd.com/search?

assettype=g&assetid=3381043&text=horse+race+spectator+1950• Slide 16 – “User Informed Design” As quoted by Jared Spool - Journey to the Centre of

Design, IA Summit 2008 http://www.uie.com/brainsparks/2008/04/23/ia-summit-keynote-journey-to-the-center-of-design/

• Slide 25 - Indi Young’s presentation at Web Directions North 2008 suggested that innovation doesn’t naturally guarantee success – focussed innovation based on understanding what users want is the key. http://www.webdirections.org/resources/indi-young-innovation-with-mental-models/

Converting Research Findings in to Business Speak

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