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IDEA9106 Design Thinking

Design is a state of mind

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mwon0320

Tutorial 03: Interpreting Data (mwon0320)

How did this exercise help you build empathy with prospective users?

Reading the interview data, gave me insights in how to conduct an interactive interview to build empathy with the prospective users. The interviewer would first ask some casual, trivial questions. Just like striking a conversation with a friend. The user then sound very comfortable expressing their needs and interests to the interviewer. I think the interviewer has done a great job in stepping into the user’s shoe. The interviewer shows enthusiasm about the user’s interests, as well as sympathy towards the user’s frustrations. By highlighting the data, I can easily see what are the users’ interests, needs, motivation and frustrations. Writing the affinity notes on post-it, helped me further in translating specific important observations into a simple phrase. Then, these could be read easily by others on the wall. At the beginning of the clustering process, our group struggle to come up with the key themes that has similar users observations. We started with generalized theme that always ended up with 6/ more post-it in one group. As we discussed and reviewed the notes together, eventually we are able to come up with the appropriate themes that tell us exactly what are the users’ needs.

How did the clustering of information help you to understand user needs? 

Writing down key observations on yellow post-it makes it easy for my teammates to read on the wall. At the beginning of the clustering process, our group struggle to come up with the key themes that has similar users observations. We started with generalized theme that always ended up with 6/ more post-it in one group. As we discussed and reviewed the notes together, eventually we are able to come up with the appropriate themes written on a blue post-it that tell us exactly what are the users’ needs.

What was difficult or challenging with the technique? 

The challenging part for me would be identifying and summarizing the users needs. I found it difficult to filter the information when there are irrelevant topics discussed during the interview. Cluttering of information with my group mates that deals with different interviews also poses a great challenge when coming up with key themes to be categorized.

How would you do it better next time?

Next time when I read the interview data, perhaps I would use 3 different colors highlighting pens to filter out the data into 1:user’s needs, 2:motivation and 3: frustrations. In this way, I can easily figure out the full picture and quickly build empathy with the user. I will also take the initiative to present and read out loud my data outcomes to my group mates, then if a group mate has similar data, the data could be quickly grouped and reach appropriate key themes.

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