Professional Documents
Culture Documents
12 - Need Finding
12 - Need Finding
e # 12
Lectur
Qudsia Yousaf
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Students should be able to know the following after this lecture
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Qualitative vs Quantitative Research
Qualitative research helps us understand a product’s domain,
context, and constraints in different, more useful ways than
quantitative research does.
Behaviors, attitudes, and aptitudes of potential and existing product users
Technical, business, and environmental contexts—the domain—of the
product to be designed
Vocabulary and other social aspects of the domain in question
How existing products are used
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Goal-Directed Design Research
The following qualitative research activities to be most useful in
Goal-Directed design practice (in rough order of execution)
Kickoff meeting
Literature review
Product/prototype and competitive audits
Stakeholder interviews(executives, managers, representatives from sales,
marketing and development)
Subject matter expert (SME) interviews
User and customer interviews
User observation/ethnographic field studies
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Participant Observation
Participant Observation
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Participant Observation
This technique is actually developed by anthropologists
To find out in detail about other cultures you have to live
their lives …. That’s when you know what they are all
about.
Anthropology is the study of humans, past and present. To understand the full
sweep and complexity of cultures across all of human history, anthropology draws
and builds upon knowledge from the social and biological sciences as well as the
humanities and physical sciences.
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Participant Observation
Why do participant observation uncover more detail than
interviews?
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1.What do people do now?
2.What values and goals do people have?
3.How are these particular activities embedded in a larger ecology?
4. Similarities and differences across people
...and other types of context, like time of day
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1. What do people do Now?
We have to learn what is the baseline
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2.What values and goals do people have?
We would like to build a system that fits in with what people would
like to achieve
This is not the same as building what the people have asked for…
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3.How are these particular activities
embedded in a larger ecology?
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4. Similarities and differences
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Apprentice
Set up a partnership with the people to be observed
Be taught the steps in the process
Observe all of the practices
along
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Apprentice
You learn things that no one tells you
You find out about all the work around
For example
if you have to design a new check out system for a super market
you can apprentice as a check out clerk
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Interviewing
Choosing Participants
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Interview
If you were designing a lecture support system
Who would you interview?
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Teacher
Students
Freshman
PhD
Teaching Staff
Department Admin?
Parent?
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Recruiting Participants
Get a diverse set of stakeholders
Use incentives and motivation
You can ask people you know to refer you to other people they
know
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Recruiting Participants
Look for people in the middle instead of at the top
They are the ones who do the actual work
Also they will be more willing to talk.
People at the top don’t have time and they are very self
conscious about what they will say.
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What Are Good Questions?
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“Is the daily update an important feature to you?”
What do you thing they will say?
“Would you like stores with less clutter?”
Do you want Moodle to be more user friendly?
You like feature X don’t you?
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Other Types of Questions to avoid
What they would do / like / want in hypothetical scenarios
People are not designers, they may not know what to say
For example in comparison of horse and buggy if you had asked what they
wanted
They would have said a faster horse
The designers see the possibility of the car
People are not experts designers but they are experts of their lives so ask
them about that.
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How often they do things
We often lie to ourselves
If asked how often do you exercise?
Instead ask how many times did they exercise last week. That is more
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So what are good questions
Especially at the beginning of the interview ask open
ended questions.
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(a little bit of)
Silence is Golden !
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Follow Up
Adjust your questions to their previous answers
Ask questions in language they use / understand
Pick up on and ask for examples
Be flexible
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Scheduled Interviews Facilitate Depth
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Where to conduct interview?
Should you record audio or video?
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Drawback of Audio/Video Recording
Time-consuming to review / edit
Can change participants’ responses
Requires permission
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Benefits
A robust record
Highlights are GREAT for communication
Helps you focus on interviewing
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Save Records - It’ll help later
Keep photos, notes, and artifacts
Helps tie all design to use, rather than debating
things on an abstract plane
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Interviewing and Observing Users
The technique of ethnographic interviews is a
combination of immersive observation and directed
interview techniques.
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Ethnographic Interviews-
Interview teams and timing
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Ethnographic Interviews-
Interview teams and timing
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Some Example Questions
goal-oriented questions to consider:
Goals—What makes a good day? A bad day?
Opportunity—What activities currently waste your time?
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Some Example Questions
system-oriented question:
Function—What are the most common things you do with the
product?
Frequency—What parts of the product do you use most?
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Some Example Questions
work flow-oriented questions can be helpful:
Process—What did you do when you first came in today? What
did you do after that?
Occurrence and recurrence—How often do you do this? What
things do you do
weekly or monthly, but not every day?
unusual event?
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Some Example Questions
Attitude-oriented questions
To better understand user motivations
Aspiration—What do you see yourself doing five years from now?
Avoidance—What would you prefer not to do? What do you
procrastinate on?
Motivation—What do you enjoy most about your job (or
lifestyle)? What do you always tackle first?
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Method for Ethnographic Interviews
Avoid a fixed set of questions.
Assume the role of an apprentice, not an expert.
Use open-ended and closed-ended questions to direct the discussion.
Focus on goals first and tasks second.
Understand the Why instead of What at the beginning
Avoid making the user a designer.
Avoid discussing technology.
Encourage storytelling.
Ask for a show-and-tell.
Avoid leading questions.
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References
Coursera, University of San Diego (Scott Klemmer)
About Face chapter 2
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Summary
Quantitative vs. Qualitative Research
Goal Directed Design Research
Participant Observation
Ethnography
Sample questions
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Key Learning Points
Ethnography
Open-ended questions
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