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Adam Brodowski@brodowski
HJ Kwon@hatchejota
The design process
User research
Prototyping
Pro tips
1
2
3
4
The design process
1
"
We approach design through an incredibly iterative process
Mak
e Test
Learn
RESEARCH & SYNTHESIS
SKETCHING PROTOTYPING DESIGN & CODE
LAUNCH
Desk & field research
We interview people who have experiences with the topic
Document as we go
Synthesis findings
Workshops & sketching
Prototyping with people
Design & build a focused vision, launch it, and learn
User research
2
Design the right thing, before designing the thing right
Because it sucks building something for 9 months only to find out no one actually wants to use it
Any solution can only be as good as the depth of understanding of the problem.
We know we’re designing the right thing because we ask
“What is a good problem to solve?”
Empathy gives us a deep understanding of the problems of others
Observe
Live itInterview
Observe
Live itInterview
It’s the users job to tell us about their problems, it’s our
job to solve it
We don’t act on the user’s request, we act on their behalf
“would you use this if…..”
asking hypothetical questions about the future
“so what do you want to have?”
asking for literal feedback
Don’t ask these questions
People don’t say what they mean, and don’t mean what they say
“Are you interested in working out?..”Instead of asking…
…a better question is
“How many times have you exercised in the past month?”
Everyone will say yes to this
#
You’re probably wondering, how many people should I speak with?
5 to 20Short answer
Quality over quantity. How many people only matters if you ask ‘who’
you want to speak with
Long answer
How to learn about problems without directly
asking for solutions
Interview Framework
1. What was the hardest part about?
2. Can you tell me the last time that happened?
3. Why was that hard?
4. How did you solve that problem?
5. Why was your solution not awesome?
Meet Dave, a tech startup founder with 3
employees
“Knowing the bare minimum of what I had to do”
“When I wanted my company to be legit”
“I always felt like I could get in trouble later”
“Felt like lawyers were reaming you every second”
“I paid lawyers to help me set it up”
1. What was the hardest part about?
2. Can you tell me the last time that happened?
3. Why was that hard?
4. How did you solve that problem?
5. Why was your solution not awesome?
TriggerWhy did you start looking for an new product?
Search & ResearchWhere did you start looking? What information did you seek out?
DecidingWhat was your deciding factor?
SwitchHow did you feel after you chose?
Observe
Live itInterview
Observe
Live itInterview
The Workarounds are so unconscious that
people don’t even realize that they do it.
People are already solving their problems somehow
How are people finding creative ways to solve problems
they don’t even realize they have.
What are the contradictions between what people
say and what they actually do
Workarounds
Contradictions
How are people finding creative ways to solve problems
they don’t even realize they have.
What are the contradictions between what people
say and what they actually do
Workarounds
Contradictions
shows you that people
actually want your product #
makes sure your product is designed
correctly#
Observe
Live itInterview
Observe
Live itInterview
Experiencing something in the first person can show you what interviews and observing can’t
Observe
Live itInterview
Observe
Live itInterview
Synthesis is about the organizing of chaos and the revelation of clarity
TriggerWhy did you start looking for an new product?
Search & ResearchWhere did you start looking? What information did you seek out?
DecidingWhat was your deciding factor?
SwitchHow did you feel after you chose?
Archetypes
“A quote that sums up his interview”
GoalsWhat are some of Dave’s goals?
What did he say? Quotes that stood out to us
What did we observe? What we noticed but he didn’t mention
Behaviors, habits, and workarounds
Meet Dave, again…
Research
In the right location
I asked lawyers
Research
In the right location
I asked lawyers
That are personalized
to them
I didn’t compare
Research
In the right location
I asked lawyers
That are personalized
to them
I didn’t compare
I asked someone
who did it
Wanted to hire my first
employee
Research
In the right location
I asked lawyers
That are personalized
to them
I didn’t compare
I asked someone
who did it
Wanted to hire my first
employee
People don’t know what they don’t know
People just want it death with
Looking for someone they trust
Insights
Research
In the right location
I asked lawyers
That are personalized
to them
I didn’t compare
I asked someone
who did it
Wanted to hire my first
employee
People don’t know what they don’t know
People just want it death with
Looking for someone they trust
People need to compare
They need to know you can be trusted
Within their family
Insights
Design Mandates
Prototyping
3
You’ve synthesized your research. And have some hunches to explore.
All team sketch sessionHunches Ideas
Quick Steal Remix
No bad ideas Fun
Take those stacks of sketches and create polarizing prototypes
something for people to react to
Your creating
Your not designing the final concept
or😠😍
orPeople know why something is
AWESOME WRONG
Text onlyPhoto only
Paper Prototyping
Simple flows
You just opened this app and see this list.
What is happening on this screen?
How would you use that?
$# $
“Is this enough detail?”
“What needs to be added?”
“What do you think
this list is?”
“Help me fill in the gaps here.”
“How do you do chores?”
“What do those buttons do?”
Why?Why?
Why?Why? Why?
!Think about new questions, new prototypes, and what to remove
Test again
More specific questions
=
Higher fidelity prototypes
Higher fidelity prototyping
https://www.youtube.com/watch?v=ddCP1drv_8Q
https://support.invisionapp.com/hc/en-us/articles/203730505-How-do-I-create-and-apply-a-hotspot-template-
Invision Tutorials
Keep making multiple prototypes
Keep asking questions
Keep probing
!Test again
Start combining ideasLook at what resonating with people
MVPMinimal Viable Product
The core idea
Helpful
Build-able
Not complex
Simplify
Simplify
Simplify
SimplifySimplifySimplify
Prototype MVP Full Design
"Process Recap
Desk research
User interviews
Research synthesis
Sketch sessions
Prototype testing x3
Combining ideas
MVP creation
Pro tips
4
!Google drive for notes
👥Interview pairs in pairs
⏰Wait 5 seconds before
asking another question
👤You’re not your user
☻Bring gum
👑Process rules
📷Always be documenting
Post them to tumblr
Take tons of photos
Thanks!
