设计之路设计冲刺精彩好文

Human Centered Design的快速入门手册(上):

2016-06-30  本文已影响2200人  专注的小黎同学

最近我在NovoEd上面选了两门IDEO的课,第一门课叫做Design Kit: Human Centered Design。第二门课是后续课程,叫做Design Kit: Prototyping。

日常的产品经理工作中对于HCD Process的核心概念应用机会就挺多的,访谈用户,快速原型,反复迭代。在这两门课中,我想系统地了解一下这个方法。

访谈用户的时候如何让陌生用户自然吐露真实想法?
访谈时有点机械问答,流于表层很难深入,怎么办?
原型为什么要逐步深入进行(某些公司领导一上来就只看原型做的是否逼真漂亮)?
有些系统功能繁杂,即使是简单原型貌似也只能得到用户的泛泛评价怎么办?
如何走出思维定势,获得更有新意的想法(而不只是和竞争对手产品同质化)?
这些问题在这门课上都得到了一定的解答。

一下是英文详细笔记,中文版概括笔记请见我从IDEO的设计思维课程中学到了什么

网上关于design thinking的材料一般以分享体会、简要介绍为主,NovoEd的课一直等了很久才开放,所以希望这三篇笔记能够帮到想系统学习的人。

总体来说,IDEO将HCD方法分为Inspiration, Ideation, Implementation三个阶段, d.School则将HCD分为Empathize, Define, Ideate, Prototype,Test等五个阶段,理念是一致的。不管是产品,服务,还是空间,体系,基本上围绕用户的产品都可以用到HCD方法来快速试错。

课程材料略繁杂,我采用以d.School的五阶段作为时间轴组织笔记,方便自己查阅。(很多学习材料都提到这五个阶段并非逐个进行,而是可能交替反复进行)

这一篇是关于Empathize,how to put yourself in your users' shoes。其中针对自己的学习重点,我拓展阅读了其他材料,因此用户访谈部分在这篇笔记会格外长。

HCD Process.png

How to think like a HCD Designer?

HCD的设计方法首先就强调了Mindset:
1. Creative confidence
Creative confidence is the belief that everyone is creative(with this HCD process), and you will get creative solution as long as you take action.
It will support you to keep making things and test them out.

2. Make it
We believe in the power of tangibility.
We build something so we can test them, revealing complexity, opportunity and feasibility.
And we share them to get candid, actionable feedback.
You can prototype anything.
一个跳舞游戏可以用真人放在手机框中来快速模拟,人对人甚至计算机对人的服务也可以用Acting out来模拟。
课程后面也在采访用户环节提到Show don't tell. 做出来的实际物品比想象的东西有意想不到的表现力。甚至你能看到用户需求被实际物品所改变。

在设计一个儿童舞蹈游戏APP的时候,设计者们对于舞蹈动作设计会不会好玩产生了争议,一个真人原型的制作很快给了团队直观的印象,一致通过了这个功能

3. Learn from Failure
Fail early to succeed sooner. It's just experiments you can learn things from.

4. Empathy
You have to know different people, different scenarios, different places. Empathizing with the users is the best route to truly grasping the context and complexities of their lives, and it keep the users in the center of your work.
在课程后面会提到Extreme user, expert user, community immersion,interview in the context, 还有camera recording都是一系列把自己放入对方真实日常情境的工具。而不是让对方给你简单地描述。

5. Embrace ambiguity
Don't limit yourself to the solution you already know. (Don't give up your intuition though). Let your user guide you. There will always be more creative ideas.
We will get out into the world and talk to people, open up to different ideas, and arrive at unexpected solutions.

6. Be optimistic
Even if we don't know the answer, it's out there and we can find it.

7. Iterate, iterate, iterate
We quickly get out in the world and let the people we're designing for be our guides.

我的体会是,如果一个HCD方法的执行者对于让陌生人对你open up,或者融入陌生人的生活感到不舒服,那么这就是一个需要打破的舒适圈。

Before you start

1. Frame your design challenge

Frame your design challenge

2. Build a team
To achieve divergent thinking, it is important to have team members with diverse background, the "T-shaped" person.
Think about if your team have the technical capability you need.

3. Create a project plan
Look at the staff, budget, staff, skills your team have, and think about the major activities, do you have enough resource?

4. Secondary research

5. Discuss with your teammates what you already know a lot about.

6. Discuss what aspects of the challenge you want to know more or don't know.

7. Define your audience
Don't just limit your thinking to the people you're designing for, but also consider government, NGOs, other businesses, or competitors.
Write down all directly involved groups on Post-its. Then peripherally relevant ones.
Think about the connections. Who are the fans? Who are the skeptics? Who do you most need on your side? Write down and save it.

8. Interview Preparation

Extreme users

9. Choose places you can be immersed in context

10. Seek analogous inspiration
Get your team together to talk about what aspects of the empathy space you’re exploring are particularly interesting.

If, for example, you think customer service is an important aspect of the space you’re looking at, brainstorm places you might go to find particularly strong (or weak) customer service. You may also want to brainstorm specific people you could interview about these analogous spaces, or how you might do a quick observation.

Don't worry about making sense of the experience in the moment. It might influence your project later in unexpected ways.

Saturate a space with photos and quotes from your analogous space; this can help the team share inspiration, or bring in the analogous insight later in the process.

When helping surgical teams deal with complex procedures, designers looked at how car racing pit-crews optimized their work ow for safety and efficiency.

Phase One: Empathize

Although people often can't tell us what thier needs are, their actual behaviors can provide us with invaluable clues about their range of unmet needs.

Observe like a child

1. Observe and immerse

Budget enough time and money to send team members into the field to spend time with the people you’re designing for. Try to organise a homestay if possible.

A great Immersion technique is to shadow a person you’re designing for a day. Ask them all about their lives, how they make decisions,watch them socialize, work, and relax. You can still learn a lot by following someone for a few hours.

Or you can take a guided tour. Having one of them give you a Guided Tour of their home,workplace, or daily activities will reveal not just the physical details of theperson’s life, but the routines and habits that animate it.

2. User Camera Study

Provide a camera to user, and ask them to record their experiences that you want to know. And then follow up with an interview to understand the deeper meanings of the visuals.

3. Customer journey

Have participants create a personal timeline of an experience, then have them map how they felt at different points along the way.Use the map as a visual jumping off point for conversation.

Use this when: You want to discuss acomplicated system or series of interactionswith a participant. (The process of buying a car is a good example.)

4. Interview

General Tips

Interview process

Let the conversation flow

Tips to avoid common errors

How to use a game as conversation starter

Dice rolling game

IDEO laid out a simple dice game where you would “roll” a loan. Once a participant rolled the dice, she was told the terms of the loan and asked if she’d take it.

The original goal was to grasp how members of this community felt about loans and what factors made them willing to take them on. By getting participants to change some of the variables, they were able to see what kind of loans were attractive and which sort would never work.

By putting scenarios in front of people and getting their reactions, you quickly engage them in your research and create an opportunity to deeply understand what they want, fear, and need.

How to use card sort as a conversation starter

By running a Card Sort, an IDEO.org team uncovered how this community in India thinks about solar lights.
Card sort will help you identify what’s most important to the people you’re designing for, or understand their opinion on things you are working on, like solar light, or bank loan.

Use either a word or a picture on each card. Whatever you select, make sure that it’s easy to understand.

Give it to users and ask them to sort according to preference, or simple sort the cards as they see fit. Or ask what they see your product as.
Ask the users how she would sort the cards if she had more money, if she were old, if she lived in a big city.

How to use collage as a conversation starter

The Collages this group made revealed “community health” means more than just hospitals in rural Nigeria.
Getting the people you’re designing for to make things can help you understand how they think, what they value, and may surface unexpected themes and needs.

Give the people you’re designing for a prompt for their Collage. Make sure that your prompt is simple, yet evocative. Perhaps you ask them to make a Collage that represents taking control of their lives, their dream jobs, or how they think about their families.

When they’re finished, ask them to describe the Collage, what the various elements represent, and how it speaks to the prompt.

It’s also best if the magazines they’re working with are full of pictures, have some relevance to the topic you looking to learn more about, and are purchased locally. You can also print some key words or phrases if you want to test a particular message.

Share your fresh learning after the interview"
To cover the most important topics, consider using these prompts:

Also, record and illustrate your new ideas visually.

5. Co-creation

By getting your users to create themselves, you’re not just hearing their voices, you’re empowering them to join the team. You can co-create services, investigate how communities work, or understand how to brand your solution.

6. Explore your hunch

A hunch could be an idea you had before the project started, or one that cropped up as you’ve been working. If you’ve got a feeling about something, give yourself a chance to explore it.

一点课程外的补充材料:How to interview a stranger
在这部分课程结束后,我想更深入了解一下如何愉快地访谈陌生用户的例子,于是我找到了这两个材料:
On how I approach strangers in the street | Humans of New York creator Brandon Stanton | UCD, Dublin
Getting People to Talk: An Ethnography & Interviewing Primer

"Humans of New York"(这是一个米国很有名的ID)的Brandon的建议是:

  1. Energy you are giving off is 100% important
    Nervous is the worst energy. People will feel uncomfortable around you subconsciously. But it's impossible not to be nervous if you haven't approach people for like 1000 times.
    You'd better be calm, unpretending, friendly and unofficial.

  2. Never approach from behind

  3. Ask broad questions(和课程提到的一样)
    After introducing yourself and your project, you should ask some broad questions.You are not even looking for the answer, but you'll start a conversation from this point.
    You'll get broad and similar answers, then you can go deeper around it to get the story.
    Broad questions are like opinions, philosophy, etc.
    "Give me one piece of advice."People may answer like "be optimistic". Then you ask "tell me about a time when you had trouble in being optimistic".
    "What is your greatest struggle right now?"
    "Who in your life do you have the hardest time forgiving."
    "Tell me about a risk in your life you didn't take it and you really regret it."

  4. Ask for emotions
    "sad moment"
    "moment that let you down"
    "pivotal moments"
    Then this would associate with stories.

Ethnography interview课程中的建议是:

  1. In the "Cue" environment
    Interview people in an environment full of "cues" related to your topic and they're comfortable with. Then you can look for the cues around, and ask them about it.

  2. **Engage people in the connection with you **
    Start with warm-up questions like: "Tell me about your favourite jeans""when/where did you buy it"
    Then you get the storyline going smoothly. Get people in memory and emotions, then they'll forget the camera and the environment.

  3. Be charming
    Genuinely interested in what they are saying.** Listen to them in 12 different levels.**
    Too much nodding and "Aha" "Great" is distracting, and make people feel you're bored.
    Diva Center的案例视频中提到Peer Employee如何接近女孩们,就是从赞美他们的鞋子,帽子等等开始。

  4. Don't be too surprised or too bored.
    You'll interrupt them and lose the report.

  5. Avoid patronizing transition like "that's interesting"
    People can feel that what they're saying is not interesting and you're just trying to get to the next topic.

  6. If you get it right
    You often get to deep emotional place with people.
    **They won't feel they'll be judged or they need to please you. **They just trust you enough to allow you to hear their story.

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