• Understand and involve users
• Advance iteratively, driven by evaluation
  • design, implement, evaluate, repeat
• Collaborate across disciplines
  • mental models
  • align thinking among stakeholders

Questions:

• Doesn't having an elevator pitch contradict open design

• Define
  • Double-diamond
• Develop
  • Infinite-Eight loops
• Enable
  • Throughout forwards and backwards

• Research
  • understand context of use
• Synthesize
  • challenges and opportunities
• Produce
  • future possibilities and solutions
• Evaluate
  • solution's usefulness and usability

Study of human behaviour.

Questions of Why

Quantitative (What) vs Qualitative Research (Why)

Ensure assumptions are “backed”/researched

• Contextual Inquiry: Observe, with on-the-spot query to flesh out details
  • Purpose: observe users to see what they actually do (not just say)
  • Ask questions on the spot to validate assumptions
  • Hawthorne effect ?
• Walk A Mile: Researcher experiences first-hand
• Fly on the Wall: First-hand observation, but unobtrusive, i.e. without interference
  • May clarify after observation is over
  • AEIOU (Activities, Environments, Interactions, Objects, Users)
  • POEMS: People, Objects, Environments, Messaging and Services
  • Gemba ?
• User Interview: No first-hand observation
  • Learn about domain, usually experts
  • Interviewee tends towards answering Whats, but our target is the Why
  • Downside: less reliable as the interviewee may be biased

• Desirability: Customer needs
• Feasibility: Company capacity
• Viability: Profitability