pdf slides

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innovation for real life
Ethnographic research (with your
client!) to understand user
behaviors and usages in context
Alessandro Catania // Research Director
Product Tank // 15 April 2014
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Quick case studies of uses of
enthographic research and
immersions as a tool to
understand (and test) usages of
products and services in context.
Product Tank // 15 April 2014
What are we talking about?
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Product Tank // 15 April 2014
Ethnographic research =
«the collection of empirical data
on human cultures to leverage
their social meanings and
ordinary activities in naturally
occurring settings»
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Product Tank // 15 April 2014
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Product Tank // 15 April 2014
Ethnographic research (in real
life) =
observing and understanding
what people do as they do it in
the context where this usually
happens.
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Product Tank // 15 April 2014
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Product Tank // 15 April 2014
Why this?
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Product Tank // 15 April 2014
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First Rule of Usability? Don't
Listen to Users [J.Nielsen]
Pay attention to what users do, not what they
say.
Self-reported claims are unreliable,
as are user speculations about future
behavior.
Product Tank // 15 April 2014
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Self-reported claims are
unreliable.
Ex. A user who never prepares his
purchase and is enthusiast at the
idea of a interactive catalogue to
explore and discover online.
Product Tank // 15 April 2014
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Pay attention to what users do,
not what they say.
Ex. Users unaware of how they
managed to find their way despite
the missing wayfinding sings.
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There are things that only happen
in context
Ex. Interface of a ticketing
machine outdoor... what about the
queue when it rains ?
Product Tank // 15 April 2014
Why, really?
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Real users vs. assumption
- Jeune cadre dynamique
Model of
user
- 30 ans
- Geek
- ...
Product Tank // 15 April 2014
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Real users vs. assumption
- 30 ans
Real user
- No free time
- Does not care about
technology
- iPhone’s screen is
broken...
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Real users vs. assumption
«Phantasme»
Model of
Real user
user
Product Tank // 15 April 2014
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Real users vs. assumption
«Phantasme»
Model of
Real user
user
User the service /
product is often
designed for...
Product Tank // 15 April 2014
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Real users vs. assumption
«Phantasme»
Model of
Real user
user
User the service /
product is often
designed for...
Misalignment /
Exclusion
Product Tank // 15 April 2014
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A clear idea of who the user is
and what he/she does, in real life
=
Real, in context behaviours
+
Real life constraints and conditions
Product Tank // 15 April 2014
Client is there and sees it!
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Product Tank // 15 April 2014
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Contextual user research is a powerful tool.
It can change the representations of users
within the organisation.
This has consequences onto the way its
vision is translated.
Impact on project and service
implementation.
Product Tank // 15 April 2014
When?
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Product Tank // 15 April 2014
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Across the process
THINK
DEFINE
Prospection
&
Exploration
Stratégie
opérationnelle
Conception
&
Développement
Intégrer les insights
utilisateurs dans la prise
de décision stratégique
en concertation avec les
parties prenantes
Analyser les motivations
et les freins à l’usage
pour concevoir et développer de meilleurs
services
Observer les usages
et les comportements
pour détecter des
tendances
BUILD
RUN
Suivi
Mesurer le retour
d’expérience utilisateur
et proposer des axes
d’amélioration
Product Tank // 15 April 2014
At the beginning ... at key
iterations ... at the end to
validate/iterate ...
It’s never too late or too early to
know your users!
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How?
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Product Tank // 15 April 2014
Take this
and go out.
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Product Tank // 15 April 2014
ATTOMA,
SERVICE DESIGN AND UX
1.
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OUR PLAYGROUND:
DESIGN SERVICES AND PRODUCTS
THAT ARE SIMPLE, ATTRACTIVE
AND USABLE «IN REAL LIFE»
Product Tank // 15 April 2014
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mobility & transportation
energy & utilities
security & defense
healthcare & pharma
banking & insurance
telco & communications
...
across sectors
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Research and strategy
Observation, usages, needs, tests, attitudes,
segmentation...
Service design and UX
Definition and design at all touchpoints
between the user and the brand, across
channels and platforms
UI design
Advanced interface design and functional
branding
Product Tank // 15 April 2014
alessandro.catania@attoma.eu
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