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Intro to Design Thinking

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Data Collection

3:06 with Devin O'Bryan

Information on your user needs to come from somewhere. Whether you are working from first-hand observation, or you already have analytics in place that will inform your future choices, you will need a source of info for your user to guide you.

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    In our previous video we met Stable Sarah. 0:00
    She'll be the focus of our efforts. 0:03
    Now that we know the basics of who we are designing for, 0:06
    let's get a little bit more into detail. 0:10
    To do that, we have a few options. 0:13
    For example, we can send out an online survey to users who fit this archetype, 0:15
    we can interview archetypal users directly, or 0:21
    we can start with minimal information and build along the way. 0:24
    A word of advice, if you're designing for a native app, 0:29
    try checking out reviews from the App Store or Google Play. 0:32
    People can be brutally honest there so don't take it too hard. 0:37
    You can always use that feedback to improve the experience. 0:41
    Back to Stable Sarah though. 0:45
    We have this empathy map skeleton that needs to be filled in. 0:47
    Right now, our empathy map is just four blank quadrants. 0:51
    Let's write four words, one in each quadrant, "says", 0:56
    "does", "thinks", and "feels". 1:00
    In order to give us the space to play, 1:04
    write "says" in the top left quadrant and "does" in the bottom left. 1:07
    This side represents observed behavior. 1:13
    For the inferred behavior side, write "thinks" 1:17
    in the top right quadrant and "feels" in the bottom right quadrant. 1:21
    It's now time to fill our quadrants. 1:27
    Remember that this is a snapshot of our user. 1:30
    We want to be able to define what makes this archetype who they are. 1:33
    For the says quadrant, 1:39
    this is where you place exact quotes if you had conducted interviews. 1:40
    If you haven't, no problem. 1:45
    We can make a few assumptions if you have a base understanding of your user already. 1:47
    For the does quadrant, 1:52
    use this to explain what this person does with their daily lives. 1:54
    Does Stable Sarah have to stop midday 1:58
    to worry about picking the kids up from school? 2:01
    Or is she the one in the house who balances the family budget? 2:03
    For the thinks clock, consider this Stable Sarah's inner monologue. 2:09
    Treat this quadrant sort of like quotes, 2:15
    but maybe these are things she'd rather keep to herself instead of speaking them. 2:17
    Finally, we have the feels quadrant. 2:24
    Use the motive terms like happy because or frustrated with. 2:27
    There should be a prompting event that creates these emotional reactions. 2:33
    Something like, excited about Emmacon could be an example here. 2:37
    The key is to keep these responses short 2:42
    because this will be a time-boxed exercise. 2:45
    So put 10 minutes on the timer and begin writing. 2:48
    Try to fill each quadrant as best as you can. 2:52
    Likely you'll have one quadrant that isn't as full and that's just fine. 2:56
    Once your 10 minutes are up, head on over to the next video. 3:02

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