IDEO METHOD CARDS IDEO neips companies innovate. We create strateges for innovation and we design products, spaces, services, and experiences. Key to our Success asa design and innovation firm are the Insights we derive from understanding people and their experiences, behaviors, perceptions, and needs, IDEO Method Cards are intended as inspiration for practicing and aspiring desianers, ‘swell as those seeking a creative spark in thelr work. These cards show some of the ways IDEO keeps people atthe center ofthe design process ur techniques are not proprietary and have been adapted from various established human and social research methods. Initially, we compiled this collection to inspire our conn design teams. In response fo requests trom Clients, coleagues, students, and teachers, were sharing some ofthese methods and how we have found them useful in real design projects, These cards aren't meant to be a prescriptive nor ‘exhaustive "how to" for human centered desion New methods are being developed, adapted and ‘applied all the time. This deck is meant to fencourage you to try new approaches for making design useful, useable and delightful to people, ‘Much more about our work, methods, and culture can be found at our website, uwwdeo.com.Using the Method Cards The cards are divided into four categories representing ways to empathize with people: Learn, Look, Ask, 2nd Try. ‘These categories make It easy to reference, browse, sort, and share the cards. ‘The Method Cards can help you to plan projects or Just remind you or your team of various approaches. They can suagest ways to apply human-centered ‘methods throughout al stages of your projects. ‘You can use them to prove a point and challenge your colleagues to seek insights in new ways. Learn: Look: ‘Analyze the information Observe people to ascover Youve collected to identity what ey do rater then Datterns and insights. what they say they 0. ‘ety ras Aberin te ue ‘ity Dagan choral cael DutpaneticAnysis sehr Wapping hater ties yen te wa eget Tsk nays oes ous Caeser Survey Pos ony Cross CuraComprsaes Rai etmagraoty rer An adoning Few aati ‘Sac Nebo Mpag stoves Aras surety aang eces ‘me taps eo seontiny esr‘Ask: 1: Est peo’ purtcpton rete sinuatons to {ele iornaion empathize wh peop ana ‘evan toyou ple. Weakened on. camera a etn Sng asso Your Caner ion Maps ‘tra cate aaa acetone pata hc cata res Inoranes Draw te Exerc rhe Frew? uckaneorty Pog Fowwncorespaients ae ayng ert Se Moding Sievers Souestonnes ——_Seraor roc ereup Seorao ety Wor-cncotAsodtion ey eur Respect your participants! ‘Some methods depend upon other people, often strangers, sharing generously their time, thoughts, {and feelings. Have consideration for their heath, safety. privacy, and dignity at al ines. Here are some principis that guide IDEO's interactions with participants: + approach people with courtesy + identity yoursell, your intent, and what you are looking for + offer to compensate participants + describe how you wil use this information and ‘ay it's valuable + got permission to use the information and any photos oF video you take + Keep all the information you gather confidetioh + Jet people know they can decine to answer ‘questions or stop participating at any time + maintain 2 nonjudgmental. relaxed, and enjoyable atmosphereonmerst wit tbcEmpathy ToolsError Analysis HOW: List all the things thExperience Prototype HOW: Quickly prototype a concep 9 available materials and useExtreme User InterviewsCom tener? ) Be case it raiser my heard rete pe Se thet F turn mare calasee Gana ) Coveney F feel Soctel peeve te lok Learn Look Ask Ww Five Whys? HOW: Ask “Why?" questions in response to five consecutive answers. WHY: This exercise forces people to examine and express the underlying reasons for their behavior and attitudes, Five Whys" was used when interviewing dieting women around the US to understand their attitudes und weight loss and behaviorsLearn Look Ask ty Foreign Correspondents HOW: Request input from coworkers and contacts in other countries and conduct a cross-cultural study to derive basic international design principles. WHY: This is a good way to illustrate the varied cultural and environmental contexts in which products are used. piling a global survey about personal from around the ponder ibuted imagINPUT UNIT. re geese [TE] seca eS ‘STORE ARITHMETIC oni ourpur unit |¢ Learn k Ask ry Flow Analysis Represent the flow of information or activity through all phases of a system or process. WHY: This is useful for identifying jecks and opportunities for unctional alternatives.Learn Look Ask Fly on the Wall HOW: Observe and record behavior within its context, without interfering with people's activities. WHY: It is useful to see what people actually do within real contexts and time frames, rather than accept what they say they did after the fact.Look Guided ToursLearn Historical AnalysisLearn Look Ask ty Long-Range Forecasts HOW: Write up prose scenarios that describe how social and/or technological trends might influence people's behavior and the use of a product, service, or environment. WHY: Predicting changes in behavior, industry, or technology can help clients to understand the implications of design decisions.arn Ask Narration HOW: As they ps or execute a sp participants to describe aloud what they are thinking m a process ific task, ask WHY: This is a useful way to reach users’ motivations, concerns, pel eptions, and reasoning,Learn Look Ask tw Paper Prototyping HOW: Rapidly sketch, layout, and evaluate interaction design concepts for basic usability. WHY: This is good way to quickly organize, articulate, and visualize interaction design concepts. Sketching out various screens and testing their sequence helped the IDE with an inet for @ successful interactionPersonal Inventory=~ | MARKETPLAG - . a Predict Next Year’s Reveille for Couch Pot: Headlines AOL lO ce —_ Warner Links; weaQuick-and-Dirty PrototypingLook Rapid EthnographyRole-PlayingScale ModelingHey Bob, bizais great Check Scenario Testing HOW: Show users a series of cards depicting possible future scenat ite them to share their 9 a feature ext of use as well as cominunicating the value of a concept to clients.Look a = = 3S 7. o eS wnSocial Network MappingLearn Look ty HOW: Ask a series of targeted questions in order to ascertain particular characteristics and perceptions of users. WHY: This is a quick way to elicit answers from a large number of people.Look: Time-Lapse VideoTry It Yourself BOSSUnfocus GroupLearn Look Ask ty Word-Concept Association HOW: Ask people to associate descriptive words with different design concepts or features in order to show how they perceive and value the issues. WHY: Clustering users’ perceptions helps to evaluate and prioritize design features and concepts. Developing the design of a new container, word ‘concept association studies helped the IDEO team to understand how different forms convey different meanings to users.A Day in the Life“maneuverability ms Voce oe scien te ‘er ones Sito a ie ig sibtings 1 wee / accommodate “sux = the family ee Se ange m ental Learn Look Ask ty Affinity Diagrams HOW: Cluster design elements according to intuitive relation: such as similarity, dependence, proximity, etc hips WHY: This method is a useful way to identify connections between issues and reveal innovation opportunities.Learn Anthropometric Analysis H Fs fi 1 va BOSEBehavior SamplingBehavioral ArchaeologyLearn Look Ask Ty Behavioral Mapping HOW: Track the positions and movements of people within a space over time. WHY: Recording the pathways and traffic patterns of occupants of a space helps to define zones of different spatial behaviors.BodystormingCamera JournalCard Sort“1 never buy after shave.t get it for Christmas” “1 read men's magazines sometimes, but 'd never buy one™ 1 only relly take vitamin C when ve got cold” “Keeping Mt Isn't that important to me Learn Look Ask ty Character Profiles HOW: Based on observations of real people, develop character profiles to. represent archetypes and the details of their behavior or lifestyles, WHY: This is a useful way to bring a typical customer to life and to communicate the value of different concepts to various target groups. nd how to target them, IDEO developed fourLearn Look Ask Ty Cognitive Maps HOW: Ask participants to map an existing or virtual space and show how they navigate it. WHY: This is a useful way to discover the significant elements, pathways, and other spatial behavior associated with a real or virtual environment. BEEeeCollageLearn Competitive Product SurveyConceptual LandscapeLearn k Ask n Cross-Cultural Comparisons Use personal or publishe¢ accounts to reveal differences in behaviors and artifacts between national or other cultural groups. WHY: This variou: implications for their projects when designing for unfamiliar or global markets, entiAsk Cultural Probes W: Assemble a cam film, notebook ibute it to participants one or across many culture aluat iors withinDraw the Experience BOEtt Sree fey Sees w some of the methods sign, Each card describe