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Get Started With Design Research
Design research helps us
understand the deeper problems.
It inspires us to create solutions
and make informed decisions.
No, it’s not market research.
To find a promising direction To co-create and prioritise To improve incrementally
When…
• You want to gain a broader
understanding about your users
• Entering a new market
• Create a non-existent service
When…
• You have a rough service/product
in mind and look for ideas to
differentiate
• Introduce a better [x]
• Combine [x] and [y]
When…
• You want to make sure your
product is usable
• Refine the current product
FOUNDATIONAL GENERATIVE EVALUATIVE
3 TYPES OF DESIGN RESEARCH
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5
PREPARATION INTERVIEW / DEBRIEF DEBRIEF
• Define scope
• Recruit
• Prepare
materials
• Plan travel
• Incentives
• Paperwork
• Interview
• Debrief
• Refine materials
• Team
discussion
• Refine
hypotheses
5-DAY RESEARCH PLAN
HYPOTHESIS ON PRODUCT/SERVICE OFFERING
HYPOTHESIS RESEARCH OBJECTIVES
This will help [ target users ]
to [ solve x problem or gain y benefit ]
by [ how it works at a high level ].
• How do the target users think of the
the product/service offering?
• How important is XY for the target
user?
• Besides XY, what are other
problems/benefits that we haven’t
thought about?
• Who will be involved in providing
the services?
PREPARATION | INTERVIEW | DEBRIEF
HYPOTHESIS ON COMPETITIVE LANDSCAPE
HYPOTHESIS RESEARCH OBJECTIVES
There are many players in the market,
such as [ competitors ],
but users will choose ours because
[ differentiation ]. 
• Who are the potential competitors?
• How can your product stands out?
• How clear can the user see the
differentiation?
•
PREPARATION | INTERVIEW | DEBRIEF
HYPOTHESIS ON INITIAL HURDLES
HYPOTHESIS RESEARCH OBJECTIVES
However, users might not use it
because [ risks ].
We could avoid it by [ solutions ].
• What are the potential risks? Not
just purely about the product, think
about mental hurdle, market access,
influencers…
• How can you pre-empt it?
PREPARATION | INTERVIEW | DEBRIEF
HYPOTHESIS ON BUSINESS MODEL
HYPOTHESIS RESEARCH OBJECTIVES
We can sustain the business by
[ business model ].
[ Paying party ] will be happy
to pay for it because [ benefits ]
• What are different charging
models / pricing framework?
• What does it take to make the
paying party pay for the service?
PREPARATION | INTERVIEW | DEBRIEF
PREPARATION
Objectives
What are the most important questions
need to be answered at this stage?
Team
2-4 people: interviewer, note taker,
photographer, translator
Recruit participants
4-6 people (Excluding friends/family)
Snowball, social media, social meetups
Interview locations / Travel
Home, office vs. lab/coffee shop
Remote interview
Incentives
Gift cards, donation, product coupons
Paper work (optional)
Data consent, non-disclosure agreement
Equipment
Notebook, pens, post-its, camera, business cards
PREPARATION | INTERVIEW | DEBRIEF
10 mins 10-30 mins 20-40 mins
WARM UP CONTENT DEEP DIVE ACTIVITIES
• Explain why and
how
• Get permission on
photos and other
media recording
• Small talk/ ice
breaking -> Trust
building
• Start with a broader topics, then narrow it down
• Active listening and observing
• Areas to explore: functions, frequency, preferences (why),
workarounds, influence, marketing/brand, perception,
emotion…
• Don’t stop at what, the goal is to understand why
• What do you mean by [easy, good, difficult…]?
——————————————————————
• Treat discussion as a guide, not a shopping list
• Get used to awkward silence. Let the participant think
• Ask them to show how they do XYZ
• Using activities to get answers that
might not be easy to get out of when
just chatting
• Low-fi prototype or sketches are
more inviting for discussions then the
high-fi ones
• We are not asking users for a
solution. We are looking for the
reasons behind to inspire design
solutions
ONE HOUR INTERVIEW BREAKDOWN
PREPARATION | INTERVIEW | DEBRIEF
Would you use it?
Do you think it is helpful?
-> When asking ‘YOU’, you are putting the participants
on the spot. They will always say yes because they
don’t want to offend you.
What do you want?
-> not enough, need to know the why
How much will you pay for it?
-> hard to get a real answer
• See if the participant has paid for similar
product before, and ask how would they
compare those two.
LESS EFFECTIVE QUESTIONS MORE EFFECTIVE ONES
PREPARATION | INTERVIEW | DEBRIEF
• Who do you think this product is for?
• When/what do you think this product is for?
• How does it compare to your current solution?
• How would it fit into your current workflow?
• Why do you want X?
• Why is it important?
3-STEP DEBRIEF
Step 1 Step 2 Step 3
WHAT CAUGHT YOUR ATTENTION YOUR INTERPRETATION
WHAT DOES THAT MEAN FOR THE
PRODUCT/SERVICE
• Participant’s quote/opinion
• Observation
• Align/mis-alignment
• What do you think the
participant mean by x?
• Why did the participant
say/do that?
• Do you think this participant is
a general user or an outlier?
• Did you see a similarity share
with other participants?
• With the knowledge you just
gained, are your product
hypothesis still true?
• How could you refine the
hypotheses and product/service?
• Can we retire some of the
questions?
• How to improve the interview
process?
PREPARATION | INTERVIEW | DEBRIEF
Don’t be afraid to make mistakes.
It’s an iterative process.
twitter: @ihancheng
wechat:IHanSolo
Questions?
Google Design sprint
http://www.gv.com/lib/user-research-
quick-and-dirty
A list apart
http://alistapart.com/article/
interviewing-humans
Austin Center for Design
http://library.ac4d.com/
REFERENCE
GSMA mAgri Toolkit
• http://www.gsma.com/
mobilefordevelopment/magri-
design-toolkit

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Get started with design research

  • 1. Get Started With Design Research
  • 2. Design research helps us understand the deeper problems. It inspires us to create solutions and make informed decisions. No, it’s not market research.
  • 3. To find a promising direction To co-create and prioritise To improve incrementally When… • You want to gain a broader understanding about your users • Entering a new market • Create a non-existent service When… • You have a rough service/product in mind and look for ideas to differentiate • Introduce a better [x] • Combine [x] and [y] When… • You want to make sure your product is usable • Refine the current product FOUNDATIONAL GENERATIVE EVALUATIVE 3 TYPES OF DESIGN RESEARCH
  • 4. DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 PREPARATION INTERVIEW / DEBRIEF DEBRIEF • Define scope • Recruit • Prepare materials • Plan travel • Incentives • Paperwork • Interview • Debrief • Refine materials • Team discussion • Refine hypotheses 5-DAY RESEARCH PLAN
  • 5. HYPOTHESIS ON PRODUCT/SERVICE OFFERING HYPOTHESIS RESEARCH OBJECTIVES This will help [ target users ] to [ solve x problem or gain y benefit ] by [ how it works at a high level ]. • How do the target users think of the the product/service offering? • How important is XY for the target user? • Besides XY, what are other problems/benefits that we haven’t thought about? • Who will be involved in providing the services? PREPARATION | INTERVIEW | DEBRIEF
  • 6. HYPOTHESIS ON COMPETITIVE LANDSCAPE HYPOTHESIS RESEARCH OBJECTIVES There are many players in the market, such as [ competitors ], but users will choose ours because [ differentiation ].  • Who are the potential competitors? • How can your product stands out? • How clear can the user see the differentiation? • PREPARATION | INTERVIEW | DEBRIEF
  • 7. HYPOTHESIS ON INITIAL HURDLES HYPOTHESIS RESEARCH OBJECTIVES However, users might not use it because [ risks ]. We could avoid it by [ solutions ]. • What are the potential risks? Not just purely about the product, think about mental hurdle, market access, influencers… • How can you pre-empt it? PREPARATION | INTERVIEW | DEBRIEF
  • 8. HYPOTHESIS ON BUSINESS MODEL HYPOTHESIS RESEARCH OBJECTIVES We can sustain the business by [ business model ]. [ Paying party ] will be happy to pay for it because [ benefits ] • What are different charging models / pricing framework? • What does it take to make the paying party pay for the service? PREPARATION | INTERVIEW | DEBRIEF
  • 9. PREPARATION Objectives What are the most important questions need to be answered at this stage? Team 2-4 people: interviewer, note taker, photographer, translator Recruit participants 4-6 people (Excluding friends/family) Snowball, social media, social meetups Interview locations / Travel Home, office vs. lab/coffee shop Remote interview Incentives Gift cards, donation, product coupons Paper work (optional) Data consent, non-disclosure agreement Equipment Notebook, pens, post-its, camera, business cards PREPARATION | INTERVIEW | DEBRIEF
  • 10. 10 mins 10-30 mins 20-40 mins WARM UP CONTENT DEEP DIVE ACTIVITIES • Explain why and how • Get permission on photos and other media recording • Small talk/ ice breaking -> Trust building • Start with a broader topics, then narrow it down • Active listening and observing • Areas to explore: functions, frequency, preferences (why), workarounds, influence, marketing/brand, perception, emotion… • Don’t stop at what, the goal is to understand why • What do you mean by [easy, good, difficult…]? —————————————————————— • Treat discussion as a guide, not a shopping list • Get used to awkward silence. Let the participant think • Ask them to show how they do XYZ • Using activities to get answers that might not be easy to get out of when just chatting • Low-fi prototype or sketches are more inviting for discussions then the high-fi ones • We are not asking users for a solution. We are looking for the reasons behind to inspire design solutions ONE HOUR INTERVIEW BREAKDOWN PREPARATION | INTERVIEW | DEBRIEF
  • 11. Would you use it? Do you think it is helpful? -> When asking ‘YOU’, you are putting the participants on the spot. They will always say yes because they don’t want to offend you. What do you want? -> not enough, need to know the why How much will you pay for it? -> hard to get a real answer • See if the participant has paid for similar product before, and ask how would they compare those two. LESS EFFECTIVE QUESTIONS MORE EFFECTIVE ONES PREPARATION | INTERVIEW | DEBRIEF • Who do you think this product is for? • When/what do you think this product is for? • How does it compare to your current solution? • How would it fit into your current workflow? • Why do you want X? • Why is it important?
  • 12. 3-STEP DEBRIEF Step 1 Step 2 Step 3 WHAT CAUGHT YOUR ATTENTION YOUR INTERPRETATION WHAT DOES THAT MEAN FOR THE PRODUCT/SERVICE • Participant’s quote/opinion • Observation • Align/mis-alignment • What do you think the participant mean by x? • Why did the participant say/do that? • Do you think this participant is a general user or an outlier? • Did you see a similarity share with other participants? • With the knowledge you just gained, are your product hypothesis still true? • How could you refine the hypotheses and product/service? • Can we retire some of the questions? • How to improve the interview process? PREPARATION | INTERVIEW | DEBRIEF
  • 13. Don’t be afraid to make mistakes. It’s an iterative process.
  • 15. Google Design sprint http://www.gv.com/lib/user-research- quick-and-dirty A list apart http://alistapart.com/article/ interviewing-humans Austin Center for Design http://library.ac4d.com/ REFERENCE GSMA mAgri Toolkit • http://www.gsma.com/ mobilefordevelopment/magri- design-toolkit