DESIGN RESEARCH

Design Research
 TABLE OF CONTENTS

01. User Research: What 03. The Research OUtput

It Is and Why We And Deliverables
Should Do It

02. When research 04. Make The research

Should Be Conducted Insight Impactful
And How It Be Done
User Research: What It Is
and Why We Should Do It
 What is user research

User research, or “design research,” is the set of activity

that helps place people at the center of your design process Environment
and your products. activities

User research helps us identify and fill gaps in our

knowledge through systematic investigations about how
and why people use technology.
Device
It helps up build empathy for how people live their lives and
better design for their needs.

interactions
“Empathy is at the heart of design. Without the
understanding of what others see, feel, and
experience, design is a pointless task.”

—Tim Brown, CEO of the innovation and design firm IDEO

 Why do we need research?

Research is a vital first step before introducing new

features, a new product, or entering a different stage of
the product life cycle. It enhances your understanding of
what the customer wants so you can make user-led
product decisions and address customer needs.

Skipping the research process makes the business risk

very high, since we did not validate our hypothesis and
did not get data as a basis for decision making. A bad
decision impacts the final product with a poor UX or not
finding a good product-market fit.
How research Can Benefit The Business
Vanmoof Packaging Case Study

Popular Bike brand Vanmoof lost thousands of pounds every week

because couriers were mishandling the products shipped to
customers. The couriers felt that it was just a bike so they probably
threw it in carelessly, breaking important components inside the bike
and costing the company thousands in returns and fixing of the items.
The “fragile” printed over it in big red letters, hope the delivery person
will take notice and be a little more careful with it, but, still its not
arriving in one piece.

The solution? Reconsider the packaging. They asked they customers,

“What do you really love? What would prompt couriers to be delicate
with a parcel?" A TV was the obvious answer.

They started packaging the bike products like a television set and the
results were astonishing. They recorded an 80% drop in damaged
deliveries because the couriers assumed the package was a TV and
handled it with utmost care.
How research Can Benefit The Business
Samsung TV case study

User research made Samsung change its TV design strategy to focus on

making more minimalistic designs that fit into the customer’s home.

The TVs were designed to show off their technical capabilities, but what
Samsung found when visiting people was that they viewed a TV more
like a piece of furniture. As a TV is turned off most of the time, people do
not want it to dominate their living room. So, rather than show off their
expensive TV with all its technological capabilities, they tried to hide it
away as much as possible.

By 2007, Samsung had doubled its share in the global TV market

because it had proven to understand how to make its TVs relevant to its
customers.
When research Should Be
Conducted And How It Be
Done
When USER research Should Be Conducted?
When to do user research depends on why you are doing user research

EMPATHISE DEFINE IDEATE PROTOTYPE TEST

When you need to build When you need to generate When you need to evaluate and
foundational understanding. inspirations and ideas for design. inform design solutions.

Research helps you gain insight Research helps you define what Research helps you improve the
into customer behavior functionality is more critical usability of interactive system
“The reason why..” “Build the right product..” “Build the product right..”
Research Process

Objective Hypothesis Methods

What do we want to know? What are our assumption? How do we plan to learn?

Insight Sharing Synthesizing Data Collection

Put it all together Understanding opportunities Gathering information and

knowledge
Put It All Together: The
Research OUtput And
Deliverables
Research OUtput and Deliverables
Outputs / deliverables of user research might be vary
depending on the research objectives. It doesn't have
to be something fancy and can be as basic as a
research report that will let the team act on research
insights.

The research report basically will tell the team the

research process, key findings/insight, and
recommendation.

The research report making usually can takes time up

to 1 week until 2 weeks after the data collection activity.
Research OUtput and Deliverables
The research report can also include additional
resources to help the researcher visualizing and
communicate the research insight to the team or
audience, such as:

● User Personas
● Customer journey maps
● Mental Model
● Storyboards
● wireframe
● Service blueprint, etc
You can also find research report from various user research
that was conducted by product design team here
User Persona
User personas are an examples of a person within the target
audience. Personas should represent a major user group for the
product or services.

The purpose of persona is to create reliable and realistic

representations of our key audience segments for references.

Why do we need user persona:

● To gain perspective of our users, because often times we do

not see things as they are, we see things as we are
● User personas as medium to relate to our users and it creates
empathy
● User personas can brings the focus back to our user
Customer journey maps
A Customer journey map is an infographic visualization of the
process that a persona segment goes through in order to
accomplish a goal.

It can help us to identify on what overarching strategic

initiatives to take to address the gaps between the customer’s
unmet desirability and current conditions.

There are two type of journey map based on experience-state

● Current-state journey maps, it helps us visualize the

experience customers have when attempting to
accomplish a goal with our product or company as it
exists today.
● Future-state journey maps, it helps us visualize the best
case, ideal-state journey for an existing product or a
journey for a product that doesn’t exist yet.
Mental Model Diagram
In the context of UX design, mental models are what the user
believes about how the user experience works. Mental models
are constructed in a user’s brain and are based on what they
know from past interactions with other products, sites, and
applications.

Learning about UX mental models and how to use them can

help us develop designs that make sense to users and create
an experience that’s intuitive and easy to follow.

The structure of a mental model diagram. (see image)

● The top section is how people reason and feel through

a domain of interest — i.e., the problem space.
● In the bottom section we list solutions as they align (or
not) with what goes on in the top section.
Whats Next: Make The research
Insight Impactful
What Next After Research?
Design Crafting
The research insight can
generate ideas for the design of
new product feature
Development
The research insight can give
you a direction whether the
design of product feature ready
for development or need an
improvement
Research
If nature of the research is
foundational study, the research
insight can led to other research
to seek for any innovation
possibilities
THANK You!
Do you have any questions?

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