- different methods to involve people in the design thinking
Questionnaires and Surveys
- Q are printed questions and S include different elements
- a simple but effective way of obtaining information
- They could be open-ended or closed-ended
Focus and Unfocus groups
- group interview
- communication between participants to obtain information
- neutral questions
- unfocus groups are used to gain conflicting or opposing interpretations
User Narration
- think-aloud protocols
- identifying user’s concerns, desires, and motivations when using a product or service
- set tasks for them to follow
- know what problems they have with the product and why they arise
Interviews
- open-ended questions
- it can be unstructured semi-structured or structured
Be your costumer-client
- the researcher becomes a consumer
- attempt to experience first hand what a real customer would feel
Brand DNA analysis
- brands say a lot about tastes and personalities
- brands embody values
- this is a method that aims to reveal the multilayered aspects of branded products
- Different perspectives: aesthetics, interaction with user, performance, construction, and meaning
- it explores what defines a brand
- Brandscaping: which product is the most representative of a brand and what customers think about it
Market and retail research
- observation about how rival products are advertised
- Product camouflage: designer modify some existing design to see if people perceive them differently
- Name swapping: changing names and brand logos to see how they fit into the brand
- Drawing from memory: reveals the most memorable features of a particular product
- Touchpoint analysis: customers interact with the product in the pre-purchase, purchase and post-purchase investigation areas
Image and mood boards
- communicate the subjective and emotional aspects of the design
- facilitates rich discussions
Perceptual mapping
- research tool used to develop or evaluate a corporate design positioning strategy and determine how customers will perceive the brand
- X Y axis with different categories
Personas
- fictional characters based on archetypal users with specific needs
- created to represent groups
- test your designs in development
