dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation

Winter 2021
Prof. James A. Landay
Stanford Center University

dt + UX DESIGN THINKING FOR USER EXPERIENCE DESIGN + PROTOTYPING + EVALUATION

This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0
Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-
nc-sa/3.0/
Interface Hall of Shame or Fame?
• Bar of Soap

Define
Prof. James A. Landay
Computer Science Department
Stanford University

Winter 2021
January 20, 2021
Slides adapted from d.leadership Define + Ideate slides (https://dschool.stanford.edu/groups/dleadership/wiki/59f08/dleadership_2015.html)
Additional resources from bootcamp bootleg (http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf) 2 0 2 1 /0 1 /1 9 d t+ U X : D e s ig n T h in k in g fo r U s e r E x p e rie n c e D e s ig n , P ro to ty p in g & E v a lu a tio n 2

1 2

Hall of Shame or Fame?

Interface Hall of Fame!
• Bar of Soap
– has a hole!
– where would you find?
• hotels Captricity
• Easier to hold onto? forms used for public health/education data in under
resourced regions
– small sizes slip…
• Eco-Friendly often slow to get data & data entry error prone
– doesn’t waste (50g)
– full size is 120g
• Tie a rope to it
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Hall of Shame or Fame? Hall of Fame!

Captricity Captricity
scan-in form data scan-in form data
machine learning to parse & humans to verify machine learning to parse & humans to verify

faster & less error prone than existing methods

UI innovation is in the form layout & using phone camera

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

dt + UX DESIGN THINKING FOR USER EXPERIENCE DESIGN + PROTOTYPING + EVALUATION

This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0
Outline
Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-
nc-sa/3.0/

• Design thinking process

• Inferring insights
Define • Point of views
• Administrivia
Prof. James A. Landay
Computer Science Department
• Team break
Stanford University • Unpacking data
Winter 2021 • Unpack your data
January 20, 2021
Slides adapted from d.leadership Define + Ideate slides (https://dschool.stanford.edu/groups/dleadership/wiki/59f08/dleadership_2015.html)
Additional resources from bootcamp bootleg (http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf) 2 0 2 1 /0 1 /1 9 d t+ U X : D e s ig n T h in k in g fo r U s e r E x p e rie n c e D e s ig n , P ro to ty p in g & E v a lu a tio n 8

7 8

Design Thinking Design Thinking

Empathize Ideate

Define Prototype Define

Test

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9 10

REALIZE
Define

FOCUS

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

OBSERVATION INFER INSIGHT

REALIZE
NEW NOTICE
SOMETHING
“I WONDER IF THIS
MEANS . . .”
ACTIONABLE
LEARNING
ABOUT

INSIGHTS PEOPLE

REFRAME THE PROBLEM.

UNCOVER OPPORTUNITIES.
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OBSERVATION + INFERENCE = INSIGHT THE SELL:

INFER TIDE
REMOVES
TOUGH
STAINS

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15 16

We heard:

“I rarely wash my jeans, I want Millennials care

them to look great longer” about their clothes,
and that means not
We observed: cleaning them
Jeans on the back of a chair

discrete observations abstracted statement

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

The Perennial Objective:

IMPROVE THE STAIN-REMOVING REALIZE

PERFORMANCE OF TIDE
Define
The Realization:

IT’S NOT ABOUT CLEANING. IT’S FOCUS

ABOUT CARING FOR CLOTHES.
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Focus by Writing a “Point of View”

FOCUS
ON ONE A unique, concise reframing of the problem
that is grounded in user needs & insights.
MEANINGFUL
CHALLENGE
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Focus by Writing a “Point of View” Focus by Writing a “Point of View”

WE MET . . .
(user you are inspired by)
A unique, concise reframing of the problem
that is grounded in user needs & insights. WE WERE AMAZED TO REALIZE. . .
(need—verb reflecting user needs)

IT WOULD BE GAME-CHANGING TO. . .

(Synthesized insight to leverage in designing solution.
NOT just a reason for the need! )
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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

Focus by Writing a “Point of View”

WE MET . . .
Chuck, a young millennial living in an apartment in SoCal

WE WERE AMAZED TO REALIZE. . .

he protects & preserves clothing by not washing them often

IT WOULD BE GAME-CHANGING TO. . .

help him care for his clothes while keeping them clean

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Making Art Accessible to Young Professionals

AL UM
IO N
A CT

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We heard:
“I don’t understand.
We think of
Why is this $50 and this $5000. collecting art as
I actually like the $50 one deeply personal,
more, but maybe it sucks.” but in fact for The presumed mindset:
them art is about
“What do my
what others are ART IS DEEPLY PERSONAL.
friends like?”
going to think.
The realization:

ART IS FASHION ON THE WALL.

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

WE MET . . . WE MET . . .
(user – possibly extreme – you are inspired by) Joel, a guy in his twenties with a good new job and a
new apartment
WE WERE AMAZED TO REALIZE . . . WE WERE AMAZED TO REALIZE . . .
(what did you learn that’s new?) art is fashion on the wall: it’s about what other people
are going to think of you

IT WOULD BE GAME-CHANGING TO . . . IT WOULD BE GAME-CHANGING TO . . .

(frame up an inspired challenge for your team.) help buyers cut through the paralysis of doubt
(don’t dictate the solution.)
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33 34

Team Wanderlust
We heard: People are not
“[I’m] a person who only goes to
places one always goes – safe bets.”
always searching
for the fastest
“when visitors come or I’m with
other people, I’m motivated to
route and other
research and explore new places” people can serve
“safety is the most important
as motivation to
element when navigating a explore new areas
neighborhood”

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

WE MET . . . WE MET . . .
(user – possibly extreme – you are inspired by) Lena, a newcomer to the city, who is afraid to stray
from her routine path
WE WERE AMAZED TO REALIZE . . . WE WERE AMAZED TO REALIZE . . .
(what did you learn that’s new?) she enjoyed diverging from her usual route to find a
restaurant for her friend

IT WOULD BE GAME-CHANGING TO . . . IT WOULD BE GAME-CHANGING TO . . .

(frame up an inspired challenge for your team.) motivate people to explore unfamiliar places
(don’t dictate the solution.)
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Team Wanderlust
The fastest route is
We heard:
“there was a time that I only had a
not always the WE MET . . .
final destination to visit. Since I preferable route. (user – possibly extreme – you are inspired by)
wasn’t in a rush, as long as I People need a way
arrived to my final destination, to customize their
routes did not matter.” routes depending WE WERE AMAZED TO REALIZE . . .
on context/purpose. (what did you learn that’s new?)

IT WOULD BE GAME-CHANGING TO . . .
(frame up an inspired challenge for your team.)
(don’t dictate the solution.)
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39 40

POV Will Differ Depending Who You Talk To

WE MET . . .
JunGu, a short-time visitor from Korea, exploring the
area on his way to a destination

WE WERE AMAZED TO REALIZE . . .

people are not always searching for the fastest route

IT WOULD BE GAME-CHANGING TO . . .
customize routes based on one’s travel goals.
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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

Discussion Guide Resources Administrivia

• Creating an Effective Discussion Guide for User • Studio assignment stats
Research, Medium 1st choice 2 nd choice 3rd choice other
• 5 Steps to Create Good User Interview Questions, 133 33 10 14
Medium
• Office hours are up to date on the web site
• Asking the right questions during user research,
– under teaching staff & office hours calendar
interviews, and testing, uxdesign.cc, Medium – Landay: Tuesday 9:30-10:00 AM
• Sample UX Research Plan (discussion guide + Thursday 9:30 -10 :00 AM
• schedule a 15 min slot through https://calendly.com/landay/landay-office-hours
context), Smashing Magazine
• Just Enough Research, by Erika Hall of Mule Design, • Open mindedness in design
Talk at UX Salon 2016 (30 min.) – follow the needfinding!

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Administrivia Team Meeting Agenda

• Readings 1. Schedule weekly meeting times (2-3)
–
–
Tips for Working Successfully in a Group by Randy Pausch
The Discipline of Teams, by Katzenbach and Smith, Harvard Business Review
2. Make a plan for how you will get the rest of your
– How to Survive a Critique: A Guide to Giving and Receiving Feedback by Karen Cheng interviews & presentation slides done for Thur/Fri
3. Folks who have days where they know they won’t
• Listen be at studio, schedule your presentations now &
– Invisible Women, 99% Invisible, Episode 363 (39 minutes) make sure the team is covered & work is made up
• What did you think? 4. Go over the homework assignment carefully & ask
clarifications of your TA or of me during/after break
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Point of View: How?

• Unpack your empathy work

TEAM MEETING • Leap from observations to identifying

users, needs, & insights

• Reframe the problem as a Point of View (POV)

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

UNPACK
INSIGHTS
POINT OF VIEW

one color PostIt per participant, take notes with a sharpie,

write down snippets of everything

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Using the Data Collected in the Field Get them up on a wall…

• Figure out what is important

• Affinity diagramming
– group info & find relations
between groups
– Post-Its on large surfaces

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Organize & discuss Share your field stories

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
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Prof. James A. Landay
Stanford Center University

Recall Our Interviews With Bruno... Unpacking Interview Results… Yes and...

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Unpacking Interview Results… Don’t do this! Empathy Map to Help Synthesize

say think

Observations Inferences

do feel
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Unpacking Interview Results… Empathy Map to Help Synthesize

say think
KEEP A LIST OF

TENSIONS, CONTRADICTIONS, SURPRISES

USE TO FIND NEEDS & INSIGHTS

do feel
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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

Identifying Needs
WHAT DOES SHE NEED?
• A ladder, more books, …
– NO, these are solutions UNPACK
• Acknowledgement from her peers that INSIGHTS
she is a hard worker?
• A strong voice driven by knowledge & POINT OF VIEW
education?
• More social time with her father through
reading together?
• These needs are more powerful &
inspiring for design
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identify user attributes, needs, and insights

user attributes needs insights
I wonder if this means . . .

TENSIONS,
think

CONTRADICTIONS, INSIGHTS
SURPRISES

feel

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combine to create a point of view combine to create a point of view

user attributes needs insights user attributes needs insights

..
R. …
VE TO
O G
ISC IN
D
A NG
TO
D CH
ISE E-
RP AM
SU …
G
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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

Point of View
WE MET . . .
(extreme user you are inspired by)
UNPACK
INSIGHTS WE WERE AMAZED TO REALIZE . . .
POINT OF VIEW (what did you learn that’s new? What is their need?)

IT WOULD BE GAME-CHANGING TO . . .
(frame up an inspired challenge for yourself – the insight.)
(don’t dictate the solution.)
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Characteristics of A Good Point of View

DO IT NOW:
• Provides focus and frames the problem
UNPACK: note the say, do, think, & feel
• Inspires your team
NEEDS/INSIGHTS: infer from observations
• Provides a reference for evaluating competing ideas
POINT OF VIEW: 1 written sentence
• Fuels brainstorms by suggesting “how might we”
statements
• Saves you from the impossible task of developing We met X
concepts that are all things to all people We were amazed to realize…
• Is something you revisit & reformulate as you learn It would be game-changing to…
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DO IT NOW:
UNPACK: note the say, do, think, & feel
NEEDS/INSIGHTS: infer from observations
POINT OF VIEW: 1 written sentence
Truck Owner’s POV
https://vimeo.com/9212719 We met X
We were amazed to realize…
It would be game-changing to…

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dt+UX: Design Thinking for User Experience Design, Prototyping & Evaluation
Winter 2021
Prof. James A. Landay
Stanford Center University

POVs for the truck owner Next Time

• Studio
– Present your initial needfinding results & work in studio on Point of Views
• We met… • Mon Lecture
• We were amazed to realize… – Ideate

• It would be game changing to… • Read by Monday

– Early Customer Research by Tom Eisenmann (slides)
– Coping with Hitchhikers and Couch Potatoes on Teams, Excerpt from Oakley, et al.

• Watch by Monday
– Working in Teams (0:56), Tina Seelig, Stanford Technology Ventures Program
– Team Composition (2:33), Kathleen M. Eisenhardt, Stanford Technology Ventures Program

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