Discover8:01 with May Kim
Understanding the user is one of the most important aspects of product design. Empathetic research is a process informed by deep qualitative data rather than statistical data. It focuses on people rather than technology, and it requires understanding and empathizing with them.
Design Project: Synthesize insights from researching Craigslist customers and create insight statements.
Access the project files in the
- A Process for Empathetic Product Design by Jon Kolko
- When to Use Which User-Experience Research Methods by Christopher Rohrer
- Asking the right questions during user research, interviews and testing by Fabricio Teixeira
- 3 questions you should never ask in a user interview by Andrew Coyle
- 10 Tips For Conducting Better Mobile User Interviews by Proto.io
- A Guide to Personas by Ben Ralph
- Learn UX Research Methods with GIFs by Ksenia Sternina
[MUSIC] 0:00 Every good design begins with good research. 0:04 Whether you're a designer, a product manager, or 0:08 an engineer, the first step in creating a product is to understand the user and 0:10 define the problem you're trying to solve. 0:15 A good and successful product solves a problem for people. 0:17 Once you've done the research around your users and 0:21 defined the problem, then you can explore all the possible solutions to the problem. 0:23 The first stage of designing a product is called discovery. 0:28 Understanding the user is one of the first and 0:32 most important things you'll need to do as a designer. 0:34 You may have heard the term empathic research, 0:38 which is all about understanding and empathizing with users. 0:40 As designers, we need to better understand who it is that we're designing for 0:44 by observing people, how they behave, and how they think or feel, so 0:48 that we can help solve a problem or a need. 0:53 There is a wide range of research methods out there, 0:56 especially at the early stages of a product. 0:59 There are research methods such as field studies, focus groups, interviewing, or 1:01 surveys that will help you better understand the opportunity or 1:06 the problem you're trying to solve by talking to users. 1:09 Creating personas is also a great way to build empathy. 1:13 Personas help you and your team to keep your users in mind with every decision. 1:16 Whether you're a designer, a product manager, or a developer, 1:22 it's important that every person on the team is thinking about the user, and 1:25 that everyone works together to keep the user 1:29 at the forefront at every stage of the product development process. 1:31 For our project, I want you to go and 1:36 talk to at least ten people who have used Craigslist at least once recently. 1:38 You can choose to interview them in person, or 1:43 you can also send out a quick survey email to your friends, family, or colleagues. 1:45 During this exercise, ask them about their experience with using the product and 1:51 gather any insights. 1:55 Here's a list of questions to help you get started. 1:57 When was the last time you used Craigslist? 2:00 What was it for? 2:03 What types of things do you do on Craigslist? 2:04 And what do you like most about Craigslist? 2:07 What do you like least about Craigslist? 2:09 Tell me about the last time you tried to sell something on Craigslist. 2:12 And tell me about the last time you bought something on Craigslist. 2:16 How often do you use Craigslist? 2:20 What would make you want to use Craigslist more? 2:22 For more tips on how to conduct interviews or 2:25 create interview scripts, refer to the teacher's notes. 2:27 After you've done your research, 2:31 you may be wondering what to do with all that data. 2:33 First, take all the data from your interviews or survey and 2:36 organize them into one place like a spreadsheet. 2:39 You can use the sample spreadsheet provided in the project files as 2:42 a template, or you can create your own. 2:46 Notice that the interview questions are color coded because this will help 2:48 you later on when we begin to organize and analyze the data. 2:52 Once you've finished adding all the data, begin making some initial observations. 2:56 What do users like about using Craigslist? 3:00 What are some common pain points that users are experiencing? 3:03 For example, if the majority of your users are saying that they're worried about 3:06 safety and whether they can trust Craigslist or 3:10 not, that's an opportunity or a problem to solve. 3:12 As you start to look through your data, you can make notes for 3:16 yourself by highlighting or bolding the data that seems important. 3:18 Now it´s time to analyze your data. 3:24 Tracking all the data and finding patterns can be difficult, 3:27 especially when you've got a long spreadsheet full of text. 3:30 Affinity mapping, or affinity diagram, is a tool that gathers large amounts of data 3:34 and organizes them into groups based on their natural relationships. 3:39 It provides a complete picture of the research, showing trends, themes, issues, 3:43 and areas of opportunity for improvement. 3:47 Using sticky notes is a great way to create an affinity map. 3:50 This could be done with real sticky notes, or 3:54 you can do this digitally by using a free product called RealtimeBoard. 3:56 Let's go ahead and open a new browser window, and go to realtimeboard.com. 4:00 RealtimeBoard is an online whiteboard that's useful for 4:05 visual team collaboration. 4:08 You can add sticky notes, images, mockups, drawings, 4:10 videos, etc., onto an endless canvas and share it with your teammates. 4:13 It saves a lot of time and makes collaboration much easier, 4:18 especially if your teammates are working in remote locations. 4:22 The link to the RealtimeBoard website is also in the teacher's notes. 4:25 After you sign up, log in to get started. 4:29 If you're using a Mac computer, you can activate the split screen mode 4:33 by clicking and holding down the full screen icon of your browser. 4:37 You can drop the RealtimeBoard browser into one side of your screen, and 4:40 then drop the Google spreadsheet into the other side. 4:44 You can also resize your split screen window to what works best for you. 4:47 A split screen will help save you a lot of time from switching back and 4:51 forth to different browsers or programs as you work. 4:55 Create a new board in RealtimeBoard and click on the frame tool, 4:58 and choose a custom frame to begin. 5:02 Click on the paint bucket icon to add a color to the background of your frame. 5:11 Then click on the sticky note tool and choose Bulk mode. 5:16 I'm going to assign the color green for 5:19 all of these notes as it corresponds to the color in the spreadsheet. 5:21 Let's start by entering the data for 5:25 the question, what do you like most about Craigslist? 5:27 Once you're done entering your insights for this portion, click Done. 5:53 You can resize the sticky notes so that they can fit into your frame. 5:57 Then continue adding the rest of your data using different color sticky notes that 6:02 match with the color you've assigned in your spreadsheet. 6:06 Once you've gathered your research, 6:17 select the frame and choose the More icon, 6:22 then Duplicate to create a copy of this frame. 6:28 On this new frame, begin to organize and 6:39 group the sticky notes based on similar insights or topics 6:41 Start making observations like, which topics or 6:59 insights were repeated the most, and jot down any notes. 7:02 This will help you create insight statements. 7:05 Here is an example of what your board might look like after you finish grouping. 7:12 Now create a new frame, and then click on the sticky note icon and 7:22 choose a color that you haven't used yet. 7:25 Look at your insights and notes you've taken and 7:29 write insight statements that summarize the main points. 7:31 For example, the summary of these two columns is that 7:35 scammers cause users to feel nervous and worried. 7:38 You can write an insight statement like, users are worried, nervous, and 7:42 furious because of scammers and scam posts. 7:45 Here are the insight statements I came up with from my research. 7:55
You need to sign up for Treehouse in order to download course files.Sign up