Design Research 101
STUDIO D Jan Chipchase Venetia Tay STUDIO D Contents 4 1-5 2 - - - 7 8.1 IMMERSION - - Trendscraping - - Kick-off Meeting - - Expert Interview - - Hypothesis Meeting - 14.2 RESEARCH PREPARATION - - Discussion Guide - - Schedule - - Accommodation - - Pop-up Studio - - Supplies - - Local Guide - - Screening Criteria - 26. IN-FIELD RESEARCH - - In-Depth Interview - - Ad-hoc Interview - - Observation - - Debrief - - Daily To Do - 8.4 SYNTHESIS - - Synthesis - - Archtype - - Opportunity Area - 44.5 WRITE-UP - - Deck - 2 46 4 4.1 ATTITUDE - 4.2 TEAM BUILDING - 50 5 REFERENCES
1 1 Transformation - 4
2 2 * Pop-up Studio * 5
2 1. "Why" "What" "How" "Why" "Why" 2. / / Transformation - 65 2016 9 12 170 6
7 2016 9 10 9.1 IMMERSION - 1.2 RESEARCH PREPARATION - 2. IN-FIELD RESEARCH - 4 5.4 SYNTHESIS - 6 7.5 WRITE-UP - 8 9.1.5
.1 IMMERSION 1 / IMMERSION "Become the user" / "Empathy" "Put yourself in someone's shoes" 8
.1.1 Trendscraping Trend Scrape 1. 1 1 1 2 2.. IMMERSION >> Trendscraping 1 2 4. Google Docs / / URL Pinterest 9 https://jp.pinterest.com/
Feedly / Feedly Pro / Feedly Pro http://feedly.com/ IMMERSION >> Trendscraping Google News Google https://news.google.co.jp/ fastcodesign https://www.fastcodesign.com/ WIRED https://www.wired.com/ core77 http://www.core77.com/ TechCrunch https://techcrunch.com/ mashable http://mashable.com/ GIZMODO http://gizmodo.com/ Engadget https://www.engadget.com/ C-NET https://www.cnet.com/ 10
.1.2 Kick-off Meeting Kick-off Meeting Internal 1 Client 1 IMMERSION >> Kick-off Meeting 1. 2.. Client 4. Client 11
.1. Expert Interview Expert Interview Hypothesis Meeting 1 2 IMMERSION >> Expert Interview 1. Trendscraping 2. TrendScraping 12
.1.4 Hypothesis Meeting Hypothesis Meeting Trendscraping Key Question Hypothesis Meeting Problem Statement / Key Question Trendscraping IMMERSION >> THypothesis Meeting In-field 2 / 1. Problem Statement Key Question 2. Key Question. 1
.2 RESEARCH PREPARATION 2 / Discussion Guide RESEARCH PREPARATION 14
.2.1 Discussion Guide Discussion Guide Hypothesis Meeting Discussion Guide In-field Research Hypothesis Meeting In-field Research In-field Research RESEARCH PREPARATION >> Discussion Guide 1. Hypothesis Meeting 2.. 4. 5. 6. 7. dry run 15 Google Docs
.2.2 Schedule Schedule In-field Research Observation Activities 2 1 In-field Research 1. 2 1 RESEARCH PREPARATION >> Schedule In-field Research Pop-up Studio 2. In-field Research 16 1 In-depth Interview Ad-hoc Interview Expert Interview
.2. Accommodation / In-field Research 1 1. airbnb https://www.airbnb.jp/ 2. Google Map Street View hostelworld http://www.japanese.hostelworld.com/ couchsurfing https://www.couchsurfing.com/ Baidu Map. 4. / airbnb Hostel YMCA RESEARCH PREPARATION >> Accommodation 5. airbnb In-field Research Synthesis Google Map https://maps.google.co.jp/ Baidu Map https://map.baidu.com/ 17
,4 5 10 / / Yoshino COLUMN Wi-Fi Wi-Fi RESEARCH PREPARATION >> Accommodation / 18
.2.4 Pop-up Studio Accommodation / Accommodation / Pop-up Studio In-field Research 1 5 10 / / Media Center Tool Station Key Space Schedule / Shot List / Activity / Daily To Do Sheet / / Schedule Studio HDD RESEARCH PREPARATION >> Pop-up Studio Wi-Fi Wi-Fi / / Accomodation 19
Key Space 1 Media Center 5 Pop-up Studio PC HDD 2 Daily To Do 6 Schedule 2 1 Tool Station 7 Activities Schedule In-field Research / Shot List 4 List Data Wall 8 In-depth Interview / Ad-hoc Interview / Observation Synthesis RESEARCH PREPARATION >> Pop-up Studio 1 2 5 6 20 4 7 8
RESEARCH PREPARATION >> Pop-up Studio Chengdu Synthesis / COLUMN 21
.2.5 Supplies Pop-up Studio Debrief / 4 75mm*75mm 75mm*127mm 1 5 50mm*50mm 1 75mm*75mm 4 A,A4 Framework p.40 Schedule p.16 In-depth p.27 Ad-hoc p. Synthesis p.9 50 / RESEARCH PREPARATION >> Supplies - In-depth 1 1 - Ad-hoc 4 5 1 - Schedule 2 / - Synthesis 10 4 22
RESEARCH PREPARATION >> Supplies 45 Yoshino COLUMN 2
.2.6 Local Guide 2. In-field Research Instagram Facebook 1. SNS 2.. 4. 5. RESEARCH PREPARATION >> Local Guide 1. Instagram 2.. / 24 / 1.
.2.7 Screening Criteria Screening Criteria 10 2 50% 1 80 20Ad-hoc Interview In-depth Interview 1. 2. / IMMERSION >> Screening Criteria. 4. / / Ad-hoc Interview In-depth Interview 25
. IN-FIELD RESEARCH 4 5 Concept / Finding / Framework IN-FIELD RESEARCH 90 180 In-depth Interview 10 60 Adhoc Interview Observation "Contextual Inquiry" Debrief Synthsis 26
..1 In-Depth Interview In-depth Interview 1. PREPARATION / 2. INTRODUCTION 5 90 180 90 1 IN-FIELD RESEARCH >> In-Depth Interview 10 In-depth Interview 1 29 2 1 2 / 27
Care Mapping THEME YOUR EVERYDAY LIFE. WARM-UP 10 5. WRAP - UP 5 4. THEME1 THEME 20 Data Consent IN-FIELD RESEARCH >> In-Depth Interview THEME1 YOUR LIFE / 28 THEME2 YOUR COMMUNITY AND FAMILY BONDS
Data Consent Google Map / Baidu Map / maps.me Didi Chuxing / Uber "Why" YES/NO IN-FIELD RESEARCH >> In-Depth Interview 2 4 4 2 In-field 29
/ 1 1 1 IN-FIELD RESEARCH >> In-Depth Interview Shot-list p.20 Shot-list 0
IN-FIELD RESEARCH >> In-Depth Interview 1
IN-FIELD RESEARCH >> In-Depth Interview 2
..2 Ad-hoc Interview Ad-hoc Interview Indepth Interview In-depth Interview 1 64 2 IN-FIELD RESEARCH >> Ad-hoc Interview 10 60 1. Activity p.20.. In-depth Interview
.. Observation Observation / Observation Ad-hoc Interview In-depth Interview Ad-hoc Interview In-depth Interview / / Observation AEIOU Activity Environments Interaction Chengdu COLUMN IN-FIELD RESEARCH >> Observation Objects 4 Users?
..4 Debrief Debrief 2 IN-FIELD RESEARCH >> Debrief In-depth Interview Ad-hoc Interview 1 15 0 1. e.g.ind-f08 e.g.tibetpainter 2 2. /. 1 1 4. Small Synthesis 1 5. Pop-up Studio Data wall (p.20) 9. Interview note Google Spread Sheet 5
Google Spread Sheet Debrief Google Spread Sheet Interview note Interview note IN-FIELD RESEARCH >> Debrief 6
..5 Daily To Do Daily To Do In-Field Daily To Do Daily To Do Debrief p.5 Interview note Google Drive Activitiy Naming convention Crane-Tokyo-IND-M01-Dentist - Location Tokyo/Yoshino/Chengdu - Type IND In-depth, AD-HOC: Ad-hoc, MISC: others/obsevation etc., MGT: meetings - Code M: Male, F: Female, Dyed: 2 people, GRP: Group Pop-up Studio Yoshino Daily To Do... COLUMN - Description: Occupation, Special character IN-FIELD RESEARCH >> Daily To Do HDD 2 yymmdd SD Pop-up Studio 7 2
.4 SYNTHESIS 6 7 Concept / Finding / Framework Archetype / Opportunity Area SYNTHESIS Synthsis KJ Concept FindingFramework Archetype Opportunity Area 8
.4.1 Synthesis Synthesis Data InformationKnowledgeInsight Archetype Opportunity Area 2. Debrief. Small Synthesis Axis Framework Synthesis Small Synthesis 4. Discussion Guide Framework p.40 Axis Axis Synthesis SYNTHESIS >> Synthesis Small Synthesis Discussion Guide p.15 1. 9 1. A/B/C Axis A Axis B C... Axis
2.. Axis 2. Framework 4. Discussion Guide SYNTHESIS >> Synthesis Framework Synthesis. Framework 2. / 40 1. Axis 2
Synthesis Small Synthesis Data Wall In-depth Interview / Ad-hoc Interview / Observation Framework / Archtype / Opotunity Area SYNTHESIS >> Synthesis 1. Synthesis Data Wall 2. Data Wall Systhesis A0. 4. 5. FrameworkSynthesis 41
.4.2 Archtype Archetype Archetype 1 Persona Archetype / / Archetype Archetype Archetype Archetype "Why" 1 / / 1. SYNTHESIS >> Archtype 2.. / 4. Framework Daily/ Weekly/ Monthly Framework Dependency - Autonomous PH, Social Engagement, FN 42 5.
.4. Opportunity Area Opportunity Area Archetype Opportunity Area "Autonomous Vehicle for Elderlies" "Broadening Horizons" Opportunity Area Archetype "Why" / 1. Synthesis 70 Opportunity Area Opportunity Area 10 2.. / SYNTHESIS >> Opportunity Area 4
.5 WRITE-UP 8 9 Synthesis Deck WRITE-UP Deck Synthesis Concept Finding Archetype Opportunity Area Macro overview Methodology 44
.5.1 Deck Deck Synthesis Concept / Finding / Archetype / Opportunity Area Methodology 2 1. Synthesis Small Synthesis Concept / 4. Finding / Archetype / Opportunity Area / Framework Datawall Pop-up Studio 00 2. Datawall Datawall Google Docs Framework Excell / Keynote / Illustrator Synthesis WRITE-UP >> Deck Framework 20-0 45. / / Data Wall(p.20) Google Docs Keynote
4 46 4
4.1 ATTITUDE 4 ATTITUDE Embrace Ambiguity 47 Reduce Ambiguity Synthesis
4 Pros Cons ATTITUDE 48 Snow balling / Option
4.2 TEAM BUILDING 4 Pop-up Studio TEAM BUILDING The Lone Ranger William Tell Overture 10 49 /
5 5 50
References Chipchase, Jan. Pop-up Studios, Designing the Design Experience, 2014. Chipchase, Jan. The Field Study Handbook, 2017. Studio D, GUIDE TO RUNNING POP-UP STUDIOS, PERSONAL EDITION 51 Studio D http://www.studiodradiodurans.com/ Loftwork https://www.loftwork.jp/
Design Research 101 2017 2 6 1 2017 2 1 2 Crane Project