By Design

An Introduction to Research Methods and ReflectiveJournal.

Foreword

Throughout this reflective journal, I intend to demonstrate the processes I have used in the field of design research as a means to understand, compare and empathise with potential primary, secondary and tertiary users. I will be considering how preferences and subjectivity, in addition to ergonomics and anthropometrics, influence the designer and in turn, the process used. This reflective journal was devised in association with a design task where I was given the opportunity to experience a variety of research methods, including critical thinking and ideation techniques, with which a concept was derived. However, this document is targeted purely at the research methods used and, in turn, my thoughts and critiques regarding them. I will explore and compare my own experiences to those of established and credible sources. With this development of knowledge and understanding, I will define and plan methods and techniques to improve my understanding of the universalised design process, allowing my understanding to be translated into user experiences, graphics and all other disciplines of design. A full list of references, including a brief description of the credibility of the sources, will be included in the appendix.

Research Methods Theory

Before a problem can be defined it is important for certain questions to be asked, and to understand that everything there is to know about a problem is not always displayed at the first viewing and so “designers always start from the place of not knowing the answer to the problem they’re looking to solve.”(IDEO, 2015: 23). This process of exploration, or divergent thinking, is a means to better understand the problem, or opportunity, in hand and can often reveal a solution that has a larger impact or longer effect.

A good starting point for exploring an opportunity is AEIOU. Each letter focuses on a different area of the problem. This specific means of research works best in tandem with observations. Activity defines what tasks a user goes through to accomplish a goal, keeping an eye out for multiple layers of tasks and goals. This idea of a user not taking the most direct route to accomplish a goal will be referred to as user nuance*. Environment refers to the ‘entire arena in which activities take place.’ (Hanington, B. & Martin, B. 2012: 10). Interactions are between the user and external actors or objects, and they are what defines an activity. Objects define the environment, changing the objects within an environment can change the function and form of the environment. And finally User, arguably the most influential in this applied human-centred design, are the ‘people whose behaviors, preferences, and needs are being observed’ (Hanington, B. & Martin, B. 2012: 10). The user defines everything, how they interact with their environment and the objects they do activities with, it is all defined by the user.

There is an abundance of easy mnemonics to aid documenting observations and areas of exploration including PEEL, SWOT, STEEPLE and the aforementioned AEIOU. However, in practice, the use of these mnemonics are most efficient when in tandem with other techniques such as observations which “typically describes ethnographic methods in the exploratory phase of the design process” (Hanington, B. & Martin, B. 2012: 120)  which include both casual and systematic observations which are more formalized by the use of worksheets, checklists or mnemonics. In order to make the most out of AEIOU, it must not be used in isolation but instead should be a lengthy informal process and must be used in association with mindmaps, conversation and observation.

Another form of ethnographic research methods is Task Analysis, the idea that observing and analysing a task in action allows a designer to better understand the nuances of a user. “Task Analysis helps figuring out how users perform tasks and how a system, product or service should be designed for users so that they can achieve their intended goals.” (Think Design, n.d.). Different individuals accomplish goals differently, and it's crucial that a designer can take a step back and view the user base. Considering the average user and extreme users “can spark your creativity by exposing you to use cases, hacks, and design opportunities that you’d never have imagined.” (IDEO, 2015: 49). A good example of designing for the extremes with a focus on ergonomics is the OXO and Smart Design’s good grip which was documented in Objectified, “If we can make it work for people with arthritis, then it’ll be good for everybody” (Hustwit, G. 2009) this lead the way into an ergonomic potato peeler for oxo.

When observing users and the way they accomplish goals an individual’s characteristics changes how they interact with an object or environment. For example, someone who's below the fifth percentile in height will interact with the overhead storage on an aircraft differently to someone who is in the top fifth percentile. This is a form of how anthropometrics affect ergonomics. Ergonomics “is performed as an evaluation of products or environments currently in use to suggest improvements through corrective measures such as adaptations, adjustment, or equipment replacement, or to inspire redesign.” (Hanington, B. & Martin, B. 2012: 72). Ergonomic design is more efficient for a user and in turn often more comfortable for longer periods of time, and in turn, is held in higher regard by the user. A convenient way to observe variations in ergonomics is through benchmarking is a form of competitive testing where simply “is the process of conducting research to evaluate the usability and learnability of your competitors’ products.” (Hanington, B. & Martin, B. 2012: 36) this allows a designer to deconstruct existing products for insights including affordances, colours, materials and finishes. Prototyping is an ideal way to test and vary forms of ergonomics as well as affordances.

A key quality of human-centred design is the use of empathy. This ‘is our ability to see the world through other people's eyes, to see what they see, feel what they feel, and experience things as they do.’ (Interaction Design, 2019) or as Tim Brown states in his must-read book Change by Design, “Empathy is the mental habit that moves us beyond thinking of people as laboratory rats or standard deviations.” (Brown, T. 2019).

To truly understand an individual user, the user in question would need to be defined. This specification is known as a persona. Whereas data and large sample sizes can dehumanise and abstract the insights obtained, a persona gives a designer the opportunity “identify with these hypothetical archetypes.” (Cooper, A. 2004). Insights obtained from previously mentioned methods such as AEIOU and observations can be applied when producing a persona. With an understanding of a variety of users, you are able to produce one or more hypothetical users, which proved successful in creating a believable avatar that can be consulted at any moment in a design task. I believe that personas work well as “attempting to design for everyone results in unfocused or incoherent solutions, so some level of consolidation is needed.” (Hanington, B. & Martin, B. 2012: 132). 

With an understanding of the archetype, it is then possible to produce a map of the individual's life. This can be anything from individual tasks up to full days where each step can be mapped out and used as a medium for discussion. This allows designers to better understand and debate the user nuances that occur within the life of the user. For my personal process, a literal map was drawn as a means to examine what our persona faced when travelling between locations in the real world. This theory resembles that of behavioural mapping, which is used to “document readily observable characteristics, movements, and activities, including approximate ages and genders,” (Hanington, B. & Martin, B. 2012: 18). My adoption of behavioural mapping from the physical to the hypothetical although changes the means of collecting insights but the depth of insights is not hindered, the only thing to note is that it relies on the quality of the persona. 

Alternatively with or without a persona in mind allowing oneself to step into the shoes of a user is fundamentally the best way to understand the struggles and difficulties that they face. This can be accomplished in many ways. The first way I will discuss is roleplaying and scenarios, “whereby the designer takes on the role of the user, assuming the routines and behaviors that he or she might experience in actual scenarios of use.” (Hanington, B. & Martin, B. 2012: 148). These can often be lower cost and therefore lower risk for a designer. In practice, I find roleplaying feels like a natural step after producing and mapping a persona, as a group I was able to walk through the life of our persona and debate the nuances that occur, questioning how a user with an amount of disability would accomplish goals. Adapting roleplay and scenarios with simulations will allow a designer to take the next step with empathising with a user. High-tech examples of simulations are the GERT suits proving the wearer the effects of old age, restricting mobility, and general ability of interaction. There are also specialist glasses that simulate visual impairments such as cataracts. Low fidelity simulations can provide specific insights such as latex gloves mimicking that of loss of sensitivity or wrapping tape around the hands to restrict mobility. Overall both high and low tech “[s]imulation exercises are deep approximations of human or environmental conditions, designed to forge an immersive, empathic sense of real-life user experiences.” (Hanington, B. & Martin, B. 2012: 160), and so when the project calls for it, this experience is second to none.

Throughout this learning process, one key element and research technique was codesigning, a form of design workshop, generally co-design includes processes “such as flexible modelling, contributing to ideation, and verifying design team direction. In evaluative sessions, participants are brought together to collectively review concepts, offer feedback, and contribute insights for design iteration and refinement” (Hanington, B. & Martin, B. 2012: 62). Simply put the importance of conversation with the user is present throughout many techniques already stated, the act of codesign provides the designer with a close and personal connection to the end-user. However, it's important to not be afraid to ask the questions that truly matter and is something I will take forwards in my process to come.

Challenges + feedback

The overall process that a designer takes is fluid and can change and adapt to what is required. The process requires a deep understanding which means that all unknowns must be eliminated with the use of research. I have found, throughout my experience, that this philosophy has become more and more crucial to the quality of a design outcome. The largest challenge I faced were presentations, as a young designer speaking in front of an audience, even when the audience consists of those who I have come to call friends, is something I struggle with. In group tasks I find myself taking leadership of the process. In the words of Jake Knapp book Sprint (2016), I became the “decider”, I would decide what our next step was and where to go from there. Although I fell into the role of deciding, it was not easy. I found myself getting exhausted with managing and directing and when it came to presenting ideas I struggled to collect myself as my mind was on the next step. Overall I believe my team was happy with the outcome and the process we took to arrive there and if I were to be tasked with group work again, I believe I would fall into the role of the ‘decider’ once again but would encourage myself to focus on the now, the next step and staying on target.

I believe one of the reasons I fell into the role of the decider was my need for feedback from as many individuals, within and externally from my group. I would take all feedback into account from other members of my group as I think that internal feedback is crucial to ensure everyone was enthusiastic about their role in the team. External feedback from the co-designers and tutors all provided different and varying insights. I collected the feedback on notes which can be then discussed within the group to see how the feedback should and inevitably did affect the outcome. If the feedback left us with questions or gaps in our knowledge, we filled in the gaps with more research. Since research was a key part of this module, we put a lot of time into ensuring we understood the material, and the problem, we had. Co-designers were our primary source of feedback since they were our target group, and we took their comments seriously and ensured we fully understood their criticisms. Tutors were our secondary source as they experienced the project differently and could provide a different type of feedback from an external point of view.

Gauging Progress

This back and forth between feedback research and ideation was a solid indicator of our progress. The confidence held in a single idea is greater when that idea has been tried and tested through this process of critique and research. This idea of confidence in a concept is shown in group presentations, a group that has a solid idea will stand taller and persuade harder, this allows me and my group to align ourselves with other groups without focusing on the quality of their sketches or the refinement of their renders. As the saying goes, “There is nothing worse than a sharp image of a fuzzy concept” (Ansel Adams). Within the process, each group had the opportunity to sit in other groups' presentations and feedback sessions, which gave us the opportunity to learn from other groups, and see what design considerations overlap that could provide an insight to the users. Similarly, groups could give feedback to each other formally giving this opportunity to explore the larger collective experiences.

Knowledge and reflection

Before this project i had an understanding of many techniques used but didn't realise the extent to which they can be used together. Cominging high fidelity simulation with task analysis gives first hand insights of restriction and allows me to emphasize with a user far behold that of the experiences individually. Similarly I have always valued user feedback, and the importances of listening to the user in co-design however interpreting the user and i turn understanding the user nuances is something beyond that of  studying and is best learned in practices, and i feel like i've taken my first step. For future projects, I will prioritise an empathetic, human-centred research process in addition to usual considerations through processes like AEIOU. This task has demonstrated to me the importance of collaboration with both peers and users throughout the entire process.  

Overall, I believe that I have developed the process I undertake with a design task as well as my understanding of human-centred design. I feel that I have found a place within a group and team environment, however, I have also identified room for improvement in my confidence when presenting and pitching ideas to my peers and potential users. I believe that to improve my confidence in speaking I need to simplify the way in which I describe my process as well as believe in my ability to undergo conclusive research. 

Annotated Bibliography

Design Council (n.d.) What is the framework for innovation? Design Council's evolved Double Diamond [online] available from <https://www.designcouncil.org.uk/news-opinion/what-framework-innovation-design-councils-evolved-double-diamond> [29 February 2020]

Double diamond, Design Council, Design Process

This web page shows the Design Council’s structure for overcoming a design problem. With the use of both explanatory text and graphics to demonstrate convergent and divergent thinking and they show how it influences and affects the design process. Along with the Design Council’s principles of design which include, human-centred, co-creation, communication and iteration. It also describes the methods, exploring, shape and finally build. And finally, the ideas that produce a culture of success and how these skills and techniques can be applied to an individual's process both internally and externally to the world of design.

The design council has been a staple in design thinking since its foundation in 1944 by Hugh Dalton, President of the Board of Trade in the wartime Government. The Design Council’s founding aim was to improve the design o f products within British industry. The long-standing history and renowned voice within the world of design and a variety of alternative philosophies, with practical strategies, alternative viewpoints and years of refinement can be considered a credible source.

Interactive Design Foundation (2019) Design Thinking: Getting Started with Empathy [online] available from <https://www.interaction-design.org/literature/article/design-thinking-getting-started-with-empathy> [02 March 2020]

Empathic design,  Design Thinking, Design process

The interactive design foundation (2019) defines empathy as ‘our ability to see the world through other people's eyes’ and uses this to show how it affects the nature of design thinking and, in turn, human-centred design. After considering the difference between empathy and other similar emotions, they go into detail about why they chose empathy as a means to understand the user. This website then goes into detail about figuring out what a user wants, what they say and what they don’t, and how to take value from all aspects of a conversation between the designer and the co-designer. 

Interaction design foundation is a non-profit organisation in association with leading universities including Cambridge and Stanford as well as renowned designers and innovators such as Don Norman and Clayton Christensen. Boasting academic rigour and practical relevance, with these big names and large organisations backing this source it can be considered reliable.

IDEO (2015) The Field Guide to Human-Centered Design. Canada: IDEO

Human-centred design, Design Thinking, Design Research, Empathetic Design

Within this document, IDEO describes the core ideologies, methods and ways of implementing the practice of human-centred design within the real world. It discussed mindsets, methods, ideation and implications with real-world examples in the form of case studies. Although considerably simplified, it provides many key graphics for visual learning and grasps the core understanding of keeping the user at the centre of focus. Peer observing peers was specifically mentioned within the document this draws attention to the importance of photos and note taking  in peer discussions as the most valuable insights will often go by unnoticed.

IDEO is a global and award winning design company, with roots far back as 1978 with David Kelley’s design firm IDEO has been a staple in research of design strategy and design thinking bring new theories as well as defining and perfecting traditional ones. This source can be considered reliable.

Cooper, A. (2004) The origin of personas [online] available from <https://www.cooper.com/journal/2008/05/the_origin_of_personas/> [05 march 2020]

Design thinking, Personas, research

Within this article, Alan Copper describes the origins of the persona and creating hypothetical archetypes. Each persona gave even engineers the ability to question what a persona would do. He goes into detail regarding how his use of personas aided in the design process, specifically interaction design. Copper then discusses how his book ‘The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity’ which was intended to enlighten managers to the problems inherent in designing software for the use of non-engineers, however, became an interaction design go too as it focuses on the user-centred aspect of the design process. Cooper finally explained how personas are inherently illogical, and that is why their founding place wasn't academia nor a laboratory, as they do not canvas a set sample size of users, quizzing them on features and then provides the user with a shallow feature and rich outcome but instead tasks the designer to step inside the shoes of the user and find what they really want. 

This article was written by Alan Cooper, an American software designer and programmer, who is widely recognized as the ‘Father of Visual Basic’, which has progressed into the Windows OS we see on modern pcs. Cooper is an accomplished writer in the field of user experiences and interaction design with ‘The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity’ and ‘About Face: The Essentials of Interaction Design’ in which he discusses some of what is now considered fundamental design thinking. Overall with Cooper's reputation in the field of both UX and UI, not to mention founding the practice of a persona, this source can be considered credible.

Think Design (n.d.) Task Analysis [online] available from <https://think.design/user-design-research/task-analysis/> [10 March 2020]

Task Analysis, Observations, Design Process

In this webpage Think Design Describes the process of task analysis, focusing on the requirements and structure with two main different types, Cognitive and Hierarchical. It also describes the advantages and disadvantages which include practicality and time consumption. Think Design then recommends alterations to the process to improve efficiency and optimisation.

Think Design Founded in 2004 as a traditional design firm it later focused on networking and then to education. It provides an unbiased and critical approach to research methods. Their honesty and clarity is nice when it comes to educational information sources. Think design aims to humanize technology, and find ways technology can aid human interaction with a focus on touch. Overall Think Design can be considered credible.. 

Knapp, J. Zeratsky, J. Kowitz, B. (2016) Sprint. USA: Random House AudioBooks

Design Sprint, Design process, User Centered Design

Sprint is a book which embodies the process of a design sprint, a short term project that challenges the traditional design process giving a wayfinder for projects to continue moving. Derived as a way to not waste time or money in larger corporate firms, design sprints have been used by big names such as T-Mobile, Redbull and the UN. The aim of a design sprint is to produce a high-fidelity interactive prototype within a week. Design sprint goes into great detail into the process of a design sprint, defining roles, rules and daily goals while also demonstrating the importance of interaction between the designer and the user.

Sprint was derived by Jake Knapp, new york time best seller, employee of google of Google Ventures where he initially developed the design sprint. Although a new theory, it has been put through a lot of testing under the supervision of big names and companies including IDEO. Therefore I would consider this source credible.

Hustwit, G. (2009) Objectified [online] available from <https://www.hustwit.com/objectified> [15 march 2020]

Industrial Design, User Centered Design, Design Process

Objectified is a full length documentary about our complex relationship with manufactured objects and the people who design them. Passion project of Gary Wustwit, this documentary goes though into the ID and design departments of some of the most renowned brands and firms in the world of today and yesterday. Including interviews with Dieter Rams, Jonny Ive and Smart design in the production of the OXO Products. The aim was to encourage the watcher to never look at mass produced goods the same way. 

It is important to note that this documentary was produced in aim to entertain as much as enlighten, so certain aspects have been exaggerated for presentation. However the formal interviews are genuine accounts of past events and opinions of the designers. 

Brown, T. (2019) Change by Design, Revised and Updated: How Design Thinking Transforms Organizations and Inspires Innovation. USA: HarperAudio

Co-design,, Design Thinking, Design Process

Change by design was written by Tim Brown, the CEO of IDEO. Considered one of the Industrial Design religious texts Change by design is one of the earliest examples and can be considered the pioneer of design thinking. The book describes how a design helps organisations, companies and governments grow and develop in today's environment. Brown discusses the importance of prototyping and co-design. While also drawing attention to the methods used to accomplish gaining valuable insights as well as the importances of consumer participation in product design.

As a coalition of factual information and options of Tim Brown, that are supported by his first hand experiences. IDEOs success along with the way this book has shaped design firms. As the revised edition this has been adapted and updated to account for modern technology as well as replying to the retiques of the original book that came out in 2009 and I can confirm the credibility of this source.

Hanington, B., Martin, B. (2012) Universal Methods of Design: 100 Ways to Explore Complex Problems. USA: Quarto Publishing Group

Design Methods, Research Methods, Design Process

As a pure encyclopedia source, this collection of methods of design research is a solid source for definitions and light critique. They focus heavily on exporative, generative and evaluative methods under a user centred design background. Each method can be put into one of five different phases of the design process: (1) planning, scoping and definition, (2) Exploration, synthesis and implications, (3) generation and prototype ideation, (4) evaluation, refinement and production and (5) launch and monitor. Each method is discussed in comprehensively. 

The authors are experienced within design, Harington being “an associate professor, director of graduate studies, and former program chair of industrial design in the School of Design at Carnegie Mellon University in Pittsburgh” and Martin as a “design practitioner and independent user experience consultant”. Together, their experience within education and in practice, can confirm that this source is reliable.