Insight Inspired Innovation

Click to edit Master title style

Introduction

Insight Inspired Innovation ‹#› Portigal

Today

Introduction [5 mins]

Research [5 mins]
What are we talking about here?

Methods [5 mins]
What are we doing when we do research?

Synthesis [10 mins]
What happens and how does it impact ideation?

Ideation [15 mins]
What are we doing when we do ideation?

Ideate! [45 mins]
Roll up your sleeves and grab some stickies!

II2Reflect [10 mins]
What did you learn? What questions do you have?


Use to edit Master title style
Clickresearch throughout the development cycle

Take a fresh
look at people Use existing ideas
as hypotheses

What to Refine &
Launch
make or do prototype

Iterate & improve

Explore new
ideas


Synthesis & ideation process

Fieldwork

Synthesis

Ideation

Development



Research


What do I mean by title style
Click to edit Master “research?”

• Ethnography
• Ethnographic interviews
• Video ethnography
• In-depth interviews
• Contextual research
• Home visits
• Site visits
• Experience modeling
• Design research
• User research
• User-centered design
• One-on-ones
• Camera studies
• User safaris
• Groups


Beyond our Master title style
Click to edit terminology, what are we doing?

• Examine people in their own context
• What are they doing?
• What does it mean?

• Infer (interpret/synthesize/etc.)
• Find the connections
• The researcher is the “apparatus”

• Apply to business or design problems
• Use products, services, packaging, design to tell the right story
• More possible types of solutions than we started out with



Methods


Ask people Master title style
Click to edit how they would solve a problem

Participatory design Engage people in the non-literal
–Doesn’t mean we implement the through games and role-playing
requested solution literally Uncover underlying principles and
–“I wish it had a handle” explore areas of opportunity that don’t
–Many ways to solve the underlying yet exist
need (“I need to move it around”)
–Designers work with this data to
generate alternatives


Show people a solution

• Consider the difference between
testing and exploring
–Avoid “Do you like this?”
–Don’t show your best guess at a solution;
instead identify provocative examples to
surface hidden desires and expectations

• Make sure you are asking the right Image from Roberto and Worth1000.com

questions
–What does this solution enable? What
problems does it solve?
–Especially for new products, needed
before getting into specifics of your
implementation


Use range of methods
Clickato edit Master title style
Before the interview, participant takes regular digital photos
Logging
or fills out a booklet documenting their activities

Before the interview, participant saves up all their junk mail
for two weeks to prompt our discussion
Homework

Workbook to capture beliefs, priorities, etc.

In the interview, review wireframes, prototypes, simulations,
Stimuli
storyboards

What’s in your wallet? What’s in your fridge?

Sketch your idealized solution
Exercises

Draw a map of where you listen to music; draw a map that
associates emotional and subjective factors

Workbook: Master title
Click to editInstructions style


Workbook: Master title style
Click to editQuestion and answer


Click to editText stimuli style


Workbook: Master title style
Click to editVisual stimuli


Click to editResponses style


Mapping


Storyboards


Mockups


Prototypes


Casual edit Sort
Click to CardMaster title style


Methods can be a playground

We choose, mash-up, or create methods based on the problem, project
constraints, and a desire to experiment
Build up a library of approaches and artifacts

Immersive Field Research
Insight Inspired Innovation ‹#›
24 Portigal


Synthesis: From data to insights


Synthesis & ideation process

Analysis
Synthesis

Insights Opportunities

Ideation

Strategies Solutions

Detailed
solutions


Why to edit Master title style
Click a process?

Fieldwork

Synthesis

Ideation

Development


Avoid jumping to conclusions


DTDT: edit Master title style
Click toAnalysis vs. Synthesis

Analysis
Break large piece(s) into smaller
ones in order to make sense
e.g., interviews, transcripts into anecdotes, stories



Combining multiple pieces into something new
e.g., developing themes, implications, opportunities
Synthesis

Analysis



The process gradually moves from one to the other

Synthesis

Analysis


Analthesis????

Synthesis

Analysis


More narratively, what is synthesis?

Sense-making through an iterative
process of refining gathered data

Early, Informal data in your head
First, process the experience you
had collecting data
• Refer to debriefs and conversations
• Articulate and identify themes
• Outcome: Topline Report

Process-based, Formal heavy lifting
Review, Refine, Rinse, Repeat
Then, process the data itself
• Individual and group analysis
• Pattern-identification, clustering,
models, frameworks
• Outcome: Opportunities


Collaborative analysis

Heads up!
Present each interview (etc.) as
a case study. Introduce each,
and pick out the provocative
highlights.

Voice and document reactions,
a-has, support and questions
• Clustering with stickies
• White-board notes

Develop a new shared point-of-
view, beyond “findings”


Sticky work

Easy to scan for patterns and relationships

Play with data by rearranging individual elements

Lo-fi way to makes data tangible, visible, and
sharable


Sticky work

As you are telling stories, quickly
get the key points (notes, themes,
observations, quotes) up
• Code with the source (interview
name, etc.)

Separate what was observed from
what you think it means

Write big and try to code visually
(e.g. colored dots, colored post-its,
symbols)


Sticky work

Group stuff

Be opportunistic, using whatever
makes sense at first
• You may want to re-use your topline
headings or you may want to be fresh
• Initial groupings might include:

Goals

Pain Points

Tools Currently Used

Participant Requests & Ideas


Sticky work

Re-group stuff

Now, go back and re-group at a
higher level
• What it means
• What people are trying to accomplish
(i.e., needs/motivations/goals)


Sticky work

Name your groups
These themes are the points
of view you will carry forward
• Individual stickies are
supporting evidence you can
return to


Play to edit Master title style
Click with possible models and frameworks

Relationship
to other data Frequency

Timeline

The 2 x 2


Developing Master title style
Click to edit opportunities

Opportunities ARE NOT
• A reporting of “interesting findings”
• A list of solutions allow people to easily
access insights
enable people to ideate
Opportunities ARE together regardless of time
or location
• Change we can envision based on keep the human touch in
what we heard and observed communication

• About people
• In the context of (but reframing) What should we do?
the business questions
• Generative, inviting many
solutions



Ideation: From insights to solutions


Ideation questions

A simple step moves you
from Opportunities
allow people to easily
access insights
enable people to ideate
together regardless of time
or location
keep the human touch in
communication

Ideate!


Ideation questions

A simple step moves you
from Opportunities to
How might we allow people to easily
Ideation Questions, access insights?
reframing them into How might we enable people to ideate
actionable language and or location?
promoting divergent How might we keep the human touch in
communication?
thinking

Ideate!


Ideation questions

What might be all the ways to allow people to easily
access insights?
What might be all the ways to enable people to ideate
or location?
What might be all the ways to keep the human touch in
communication?

Ideate!


Ideation questions

How to allow people to easily
access insights?
How to enable people to ideate
or location?
How to keep the human touch in
communication?

Ideate!


Ideation questions

In what ways might we allow people to easily
access insights?
In what ways might we enable people to ideate
or location?
In what ways might we keep the human touch in
communication?

Ideate!


Ideation questions

What’s the best way to allow people to easily
access insights?
What’s the best way to enable people to ideate
or location?
What’s the best way to keep the human touch in
communication?

Ideate!


Ideation questions

access insights?
How might we enable people to ideate
or location?
How might we keep the human touch in
communication?

Ideate!


Well to edit questions style
Click framed Master titlecan lead to a flow state


Scope edit Master
Click toof solutions title style

Solutions exist across many
different business areas
Functionality
Visual design
Marketing
Architecture
Public Services
Partnerships
Events
Software
Form factor
Packaging
Policy
Retail design

Even if you are unlikely to impact
How many business and civic areas to impact
certain business areas, it’s crucial can you spot in this picture?
that you set that constraint aside
for ideation

Scope edit Master title style
Click toof solutions: Ideate!

Solutions exist across many
different business areas
Functionality
Visual design
Marketing
Architecture LET’S IDEATE!!
Public Services What Might Be All The…
Partnerships business areas that exist
within any organization
Events
that you can add to this
Software list?
Form factor
Packaging
Policy
Retail design


Developing Master title
Click to edit strategies style

Responses to any ideation question can lead in different strategic directions

Finding: Students have to smoke outside, but they get cold and wet
Opportunity: Improve the experience of students who smoke
Ideation Question: How can we improve the experience of students
who smoke?

Support underlying needs Question needs and
and behavior by embracing behavior, seek change by
the finding challenging the finding

Create a protected Eliminate smoking
environment for smoking


Strategies can inspire solutions

Ideation Question: How can we improve the experience of students who
smoke?

Strategies

Create a protected
Eliminate smoking

Solutions
Facilities Admin Partners Online Admin Partners
Build a Allocate Align with Smoking Ban Stop
pavilion interior nearby cessation smoking smoking
room cafe games coaches


Solutions can suggest strategies

Ideation Question: How can we improve the experience of students who
smoke?

Strategies

Create a protected
Eliminate smoking

Solutions
Admin Admin
Allocate Ban
interior smoking
room


Collaborative generation

This is a collective, out-loud activity!

Talk, listen, build on each other’s
ideas
• Don’t worry about a “bad” idea… it
may lead to a “good” idea

Don’t correct; generate alternatives
• “Yes, and…”

This is a visual activity! Sketch,
draw…
• Quantity over quality; go quickly
How might we use a sour lemon help keep things
Individual ideas matter less than working smoothly?
what the collective produces overall


Stuck?

Come up with bad ideas
• Immoral
• Dangerous
• Bad for business


Don’t forget your second wind

Pace of idea
generation

Obvious but
necessary,
problem-solving,
need-filling, low-
hanging fruit

Time



Pace of idea
generation

Obvious but Wacky,
necessary, transgressive,
problem-solving, innovative,
need-filling, low- breakthrough,
hanging fruit weird

Time


In fact, edit Master title style
Click toPLAN for your second wind…

Pace of idea
generation

individual group

Obvious but Wacky,
hanging fruit weird

Time



Pace of idea
generation

short long
term term

Obvious but Wacky,
hanging fruit weird

Time



Pace of idea
generation

evolution revolution

Obvious but Wacky,
hanging fruit weird

Time



Pace of idea
generation

safe wacky

Obvious but Wacky,
hanging fruit weird

Time



Pace of idea
generation

great terrible

Obvious but Wacky,
hanging fruit weird

Time



Pace of idea
generation

purging binging

Obvious but Wacky,
hanging fruit weird

Time


Ready edit Master
Click toto ideate? title style

Questions Business Areas Ideation Sharing
(Check!) (Check!) 15 minutes 20 minutes

How can we allow people to easily
access insights
How can we enable people to ideate
together regardless of
time or location
How can we keep the human touch in
communication

Ideate!

Shift to “How Figure out where Remember, “Yes, Prioritize with passion
might we…?” we can play and…” and purpose


Exercise: Ideation questions

We added How can we…?
to each of these Opportunities
access insights?
or location?
communication?

Ideate!


Exercise: Business title style
Click to edit Master areas

We generated a list of LOTS of
possible business areas…

Use this list as a starting point
Functionality
Visual design
Marketing
Products
Internal policy
Architecture
Public Services
Partnerships
Events
Software
Form factor
Packaging
Policy
How many business and civic areas to impact
Retail design can you spot in this picture?
???


Exercise: Ideation (15 minutes)

Let’s get into 3 (or 5) groups

Use the ideation questions to generate
strategies and solutions
• Out loud
• Visual
• Collaborative

Consider the range of possible business Apply lemon as needed
areas

Bounce back and forth between
generating strategies and solutions

Most ideas won’t turn out to be winners;
the goal is to practice generating ideas
from these opportunities

Exercise: Remember….

This is a DIVERGENT activity

• Suspend judgment

• Go for quantity!
In fact, shoot for 50 ideas!

• Piggyback on other ideas
Yes, and….

• Explore wild and crazy and radical ideas


Exercise: Ideation questions

business areas
Functionality
Visual design
How might we allow people to easily access
insights ? Marketing
Products
together regardless of time or
location ?
+ Internal policy
Architecture
Public Services
Partnerships
communication ? Events
Software
Form factor
Ideate! Packaging
Policy
Retail design
???


Exercise: Prepare to share (3
Click to edit Master title style minutes)

Rapidly align on your team’s best
ideas and message

Choose a messenger

You will have 2 minutes to explain
your brilliant idea!

(yes, I will be timekeeping!) The wise team will choose a bold, expressive
spokesperson


Exercise: Pitch it back!


Prioritization


Big group voting


Small group ranking…and reconciliation

Color indicates voting winner Ranking factors may even
include how clear the idea is



II2Reflect


I’ve got a tip
(that you
didn’t cover)
that works Yeah, I’ve
well for me… got a
question
for ya…

One new
thing I
learned
today is…


Coming in 2012!

A book by Steve Portigal
The Art and Craft of User Research Interviewing
http://rosenfeldmedia.com/books/user-interviews/



Thank you!

Portigal Consulting
www.portigal.com

Insight Inspired Innovation

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