- SECTION 1 CHAPTER 1 :

Techniques to Translate Design Research into Useful, Usable, and Desirable Products

Sarah HASSAN ALI & Mehmet Caglar FIDAN

CONTENTS
1- Introducton 2-Stages of Design Research
Stage 1: Define the Research Plan -- Techniques that Help Stage 2: Organize the Data -- Techniques that Help -- Output of this Stage Stage 3: Interpret the Data -- Generate a Written Overview of the Research -- Know your sample -- Find Common Themes -- New Idea Generation: Where Does It Come From? Is it Hiding Under a Rock? Stage 4: Apply the Research to Design

INTRODUCTION
Developing successful new products or even redesigning existing products is never an easy process.

* Research field (what is need?, how to satisfy customers etc.) * Following the other companies(how to develop production process?, how does it impact to product? How much money save? and their creativities and innovations etc.)
These are provided convenience to clients in their products,too.

But most experienced practitioners(appliers) know; this is not how project usullay go. Conducting(managing) design research is a messy, expensive process. The data collected are messy, not easily digestible(understandable), and in all different formats. *** How can turn all that mess into new product and does it efforts that will knock your clients socks off and make them feel like it was money well spent?

The reality is that most designers are overwhelmed at this point. The amount of data they have collected can be mind-boggling (frightening) this causes the insurmountable(not overcoming) task. In addition particularly when clients are eagerly awaiting the answers they are so excited about and have been wondering new products about for months. Of course, just as this wave of panic is spreading, while increasing panic it can cause potential risk in our goals. *How to avoid it?

There are techniques you can apply that will shortly ; * Narrow down the amount of data collected to just what you are interested in, * Turn the data you do collect into a coherent story that will serve as a basis for developing new products and/or redesigning existing ones, * Save your sanity in the process. This chapter is devoted to the discussion of these techniques detailly

STAGES OF DESIGN RESEARCH Stage 1: Define the Research Plan Outlining a well-defined, focused research plan is the first step in any successful design research effort. This stage will lay the groundwork for data collection. It is important to do this so that the data you collect will only be what you need and you wont be overwhelmed with unnecessary information later on. The techniques which are used at this stage are affected by Amount of time and money available Specific goals of the research (i.e., what questions you want to answer) Nature of the data to be collected Amount of access to users and/or subject-matter experts Developing new product vs. redesigning existing product

Techniques that Help Collect the data

Clearly Establish the Research Goals

The first (and most important) step in any successful design research effort is to clearly establish the research goals. This step will ensure that the team members are on the same page and the clients and other stakeholders are also on board. Select the Appropriate Data Collection Method Now that you have focused research goals, the next step is to select the appropriate research methodology (or a series of methodologies) to collect the data that will meet these goals. Lets look at Table 1.1 is common types of data collection.

Develop Data Collection and Analysis Plan After deciding on a research methodology, the next step is to develop a detailed protocol for your sessions. A protocol is important because it will keep the session moderators following roughly the same format and makes sure that they collect the right data and observe the right tasks. At this step, you will also need to think about what types of data you will be reporting and using in support of the research goals. For example ; if I start with inch to define length unit, I have to continue using inch in each sessions.

Pilot(testing) Data Collection and Analysis Plan We cannot stress the importance of piloting the data collection plan enough. Because of the pilot data isnt our actual data. The purpose of it is to allow the session moderators to practice, as well as identifying gaps, mistakes, unnecessary steps, and things that dont belong in the protocol. We can exemplify the pilot data is such as training before starting a football match.

Collect the Data Now you are ready for actual data collection. Collect to data! And you can pass second stage organize the data.

Stage 2: Organize the Data

At this point, the data collection is complete (or nearing completion). If you are like most designers, you and your team are sitting in your office, perhaps surrounded by notes, transcripts, tapes, and assorted equipment. Panic is quickly spreading through you as you think about how you are going to take all those datayour notes, team members notes, transcripts, pictures, videosand turn them into something that will be useful for design. Dont be afraid! This happens to even the most experienced designers. The key is to remain calm and not resort to hand wringing or hysterics. If you want to succeed, it is time for action.

There are many techniques that help to designers organize their data quickly and efficiently . The techniques you choose will depend on; Amount of time and money available Format of data collected (notes, transcripts, pictures, videos, etc.) Desired output for team/client Techniques that help organize data

Dedicate a Space to Use for the Project If you are lucky enough to have a dedicated room to use during your project. Ideally, it is equipped with whiteboards, lots of wall space, and a table.

Restate Your Research Goals

Before you start anything, you will need to revisit the goals of the research. This is especially important when the data were collected months or even years before, or when you didnt collect the data to begin with. Refocusing yourself around these goals is crucial at this point, and it will help frame the scheme with which you organize your data. Compile Team Notes in One Document The best way to begin your data organization effort is to compile all team member notes into a single document. This document provides an overview of all participants across all team members and eliminates having to open multiple documents and flipping back and forth to compare them. This is also a good way to review what occurred in each session, and it doesnt take very long to do.

Create an Affinity Diagram Another quick and easy technique to organize the data is to create an affinity diagram. Each person sits around a table with their research notes and writes down observations onto the sticky notes. The notes are grouped and The final groups are your focus points for the later stages of analysis and design. Create Work Models One of the best ways to organize data from field research is to create work models. Although they take more time than other techniques, they are well worth the effort if you have the time and money.

Beyer and Holtzblatt define five work models, which we will briefly summarize: Flow Sequence Artifact Cultural Physical

Figure 1.3 shows a sample workflow model for a person trying to find a restaurant and make a reservation while driving a car during heavy traffic.

Figure 1.4 shows part of an example sequence model for creating a document for a client.

An artifact model is an annotated drawing of an artifact that a participant uses to complete work. Examples are personal organizers, to-do lists, cell phones, documents or phone books.

A cultural model provides a tangible representation for the culture that often influences your participants. It shows the people, organizations, and groups that influence each other in the participants culture.

A physical model visually depicts how physical space affects the participants tasks.

And the last two techniques that help organizing data are ;
Code Session Videos for Important Events

Group Photos into a Photo Collage

Output of this Stage

When you are done organizing your data, you should have several different artifacts that identify the common themes and focus points you will need for stage 3interpreting the data.

Stage 3: Interpret the Data

The ability to interpret data may not be as simple and straightforward as it sounds. Assuming that your data are clean, relatively reliable and have been intelligently organized (stage2!), the next logical step is to analyze the data. There are some obvious analyses that have to take place, such as the descriptive information from the sample that you studied. This section will present some common ways to gain control of the data and to start ideating product innovations based on gaps and overlaps.

Generate a Written Overview of the Research

For your benefit and that of your team, create a written, yet brief overview of your design research. This should be very simply stated and will help as you dive into your data. Clients and managers will want to know who was involved, what topics were covered, and when to expect the results. Often, months can lapse between establishing those goals and reporting the results.
For example: Observational research of 30 printer owners derived from our four user categories was conducted in May 2007 with the following goals: to make updates to our existing persona profiles and to generate a catalogue of usage models, from the most basic to the unpredictable ways in which our printers are used. A final report of the research will be presented in June.

Know Your Sample Next, truly know your sample and report on who participated in the research (as opposed to who the research was supposed to target). Sounds simple, right? To the researchers and the people out in the field, this is simple. But as we all know, sometimes the people we want to study are not available. Sometimes they do not exist. And other times, they are all-too-well studied and nothing further is learned. At this point, outlining the research participants will further connect your audience to the conclusions that can and should be drawn. Can some research findings be easily extended to other user groups? Sometimes, but not always, and being clear in that distinction will only help to promote the realities of your research. Research is never perfect, but hiding this is to be avoided at all costs. For example: Of the 30 observational research sessions that were conducted, Seven were small business owners (under 50 employees) Seven were medium-sized business owners (50500 employees) 10 were large business owners (over 500 employees) Three were from state government organizations Three were from federal government organizations

Create a visual representation or diagram the research sample. Graphics can be great for leaving a lasting impression of the participants, long after the audience has put down your report. Following figure show this example.

Find Common Themes After taking the time to tie the research sample to the goals of the research, the next and most important step is to find common themes in the data you gathered. Now you need to find the common themes among them and start creating a story. This is the information that will either confirm or deny existing suspicions and can help to trigger new ideas. It will also show the sponsors of your research how well organized, thorough, and interesting the research results can be when applied to their own goals. Why are we suggesting this technique? While some of the clear-cut research results are being reported, you will actually start to incubate new ideas, revised ideas, and the applicability of any product idea. You are becoming your user, as much as is reasonably possible. In this way, you are not only the voice of the user, but also the factory of potential new ideas whether or not the ideas have come to you so far.

New Idea Generation: Where Does It Come From? Is it Hiding Under a Rock? So far, you have done a great job conducting your research, piloting the data analysis, and going back when necessary to further examine possible information, yet you feel stuck. Your manager orclient gave you a huge task and responsibility of helping the company further its profits. You feel it is your task to create compelling products and to redefine the companys product lines. Thats quite a task. Remind yourself and others around you that the point in doing the research is to place some concrete boundaries and real intelligence around the problem space. After that goal is accomplished, it is often the case that million-dollar ideas emergepurely by happenstance that will become the catalyst for new products for your company.

The last step of design researh is ; Stage 4: Apply the Research to Design The research has been completed and the documentation is finalized. You have video recordings, top-line reports, posters hanging in your hallways and, at times, revised mission statements all due to the findings in the research. An important next step is to do something with these data. But what? Our suggestion at this point is to create a small, cross-functional team comprised of graphic and industrial designers, design researchers, human factors and usability engineers, and marketing representatives. The team does not need to be large and this step does not need to take large amounts of time or money. Yet the overarching benefit will quickly become obvious.