User Research Friday: Research and Design, Ships In the Night? (Updated)

(Updated to include audio, video, and interactions article)

Here are my User Research Friday slides, along with audio and video. For me, the discussion at the end (there was a bit of stunned first-talk-of-the-day silence during question period so I turned it around on the audience and asked them to comment on the Escher-esque slide about design->research->design->) was the most stimulating part.



Listen to audio:

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I’ve turned this talk into a two-part column for interactions; Get a PDF of the first part here here and the second part here.

ChittahChattah Quickies

  • Sales up for spam, pancake mix, instant potatoes, frozen pot pies and side dishes, rice, beans, Kraft macaroni and cheese, Jell-O, Kool-Aid, Velveeta. Sales down for paper towels, socks, shoe polish, women’s fragrances. Interesting, I guess, but why do they imply a comparison between foods on the upside and other items on the downside?

ChittahChattah Quickies

  • Jared Spool proposes the following hierarchy:
    0) Unintended Design
    1) Self Design
    2) Genius Desig
    3) Activity-Centered Design
    4) User-Centered Design If you enjoyed my recent interactions column (available upon request) Some Different Approaches to Making Stuff, the discussion linked here might be of interest.
  • Which is now apparently referred to as DT. Yuck! This article most clearly presents what Design Thinking refers to: the same stuff that design firms and creative agencies and innovation teams and the rest of us have been doing for a long time now: observe, ideate, implement. The examples presented here could be the same examples used in all the classic business press articles about ethnography over the last 10 years. Only now it’s DT. At least they quote Tim Lebrecht from frogdesign saying the same thing; that there’s nothing new here. The article makes a strong case for ethnographic research up until the point that they highlight how Web 2.0 lets customers document their own lives easily. So, umm, how does Brandweek use the term? Anything that gets you a flavor of customer lives, I guess. Hooray for the further championing of this approach. Boo for the lack of clarity and the buzzword boosterism.
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Paying for ease-of-use/trust

Yesterday’s NYT Magazine article about the check cashing industry offered an insightful anecdote about the sometimes counter-intuitive tradeoffs people make:

I met Oscar Enriquez leaving the Nix branch in Highland Park, a working-class area near Pasadena. He was skinny and just shy of middle age, with a quick grin and tattoos down his sunburned forearms. Enriquez worked in the neighborhood as a street cleaner; he picks up trash and scrubs graffiti. The job paid about $425 a week, he told me, a good chunk of which he wired to his wife, who has been living in Mississippi and taking care of her ailing mother. He told me he tries to avoid debt whenever he can. “If I don’t have money, I wait until the next payday,” he said firmly. “That’s it.” But he pays a fee to cash his paychecks. Then he pays even more to send a Moneygram to his wife. There’s a bank, just down the street, that could do those things free. I asked him why he didn’t take his business there.

“Oh, man, I won’t work with them no more,” Enriquez explained. “They’re not truthful.”

Two years ago, Enriquez opened his first bank account. “I said I wanted to start a savings account,” he said. He thought the account was free, until he got his first statement. “They were charging me for checks!” he said, still upset about it. “I didn’t want checks. They’re always charging you fees. For a while, I didn’t use the bank at all, they charged like $100 in fees.” Even studying his monthly statements, he couldn’t always figure out why they charged what they charged. Nix is almost certainly more expensive, but it’s also more predictable and transparent, and that was a big deal to Enriquez.

Banks (and phone companies, cable companies, airlines, etc.) are institutions that are not easy to use. There’s a lot of fine print, arcane legalese, hidden fees, and a general lack of transparency. Here’s someone with a limited amount of income that makes the calculation and pays a significant amount of that limited income to avoid going through that. The relationship with the bank failed for Oscar, and he’s paying money to avoid dealing with them.

We normally think of the privileged as those who buy their way out of inconvenience and hassle, but really, it’s something we do at all income levels. It’s just that our experiences frame what is and isn’t a hassle. If we’re middle class then we expect to be jerked around by Big Business because we have all our lives-as-consumers. If we’re lower class and we haven’t had those experiences, it may be less likely that we’ll tolerate them.

ChittahChattah Quickies

ChittahChattah Quickies

  • We’ve partnered with a number of other small firms around the world to pull this network together, enabling us to easily take on engagements that address multiple markets.
  • HERE’S MY BIGGEST GRIPE about technology: Unnecessary devices that greedy corporations try and pass off on the public as cutting edge convenience. So it is with a silly little thing called Cue Cat, a sort of mini-scanner that a bunch of big national magazines, media companies, and major corporations have been giving away to anyone they can talk in to taking one. Boosters include Radio Shack, Coca-Cola Co., Young & Rubicam Inc. advertising, NBC Inc., Belo Corp., and E.W. Scripps Co.

Squeaky Tweets Get Grease

This article relates how a Comcast VP started using Twitter to track down and resolve customer problems, after a lot of bad news began appearing on blogs and websites.

But in portraying this as a big success, with social media mavericks working inside the enterprise to really solve customer problems, the article is missing the larger point: these companies (in this case Comcast, but substitute anyone else you like) are so bloated, bureaucratic, inefficient or corporate that the regular system can’t work. This is the problem resolution system that is available to the greatest majority of the customers, those who don’t know what Twitter is, who don’t start anti-Comcast blogs, those vast majority of customers who have either surrendered entirely or who only have access to the resources the company offers them: a toll free number to call. If Comcast (or equivalent) can’t solve problems that come in that way, they shouldn’t be lauded when customers are driven to the brink and complain in other channels that Comcast isn’t really and truly supporting.

While it’s great that there are motivated and creative folks at Comcast that are pushing the envelope of how to reach and support customers, it smacks of elitism to be applauding this thin veneer of problem resolution when what it reveals is the rotting timbers of the support infrastructure.

ChittahChattah Quickies

  • Breathed thinks comics will be left behind when newspapers go “fully digital.” Breathed said his readership was 60 million to 70 million people in 1985, when Peanuts had a readership of 200 million to 300 million and Calvin and Hobbes, 200 million people. “That will never happen on the Web. Your readership drops to a couple thousand people – maybe, if you’re lucky, 10,000.” The Web is a dedicated viewership, he explained, meaning a reader has to type in the name of a strip to go to it that day. “You are no longer a found delight,” he said. “You are a dedicated delight. And that’s what changes the readership.”
  • The notion is admirable but not quite enough here about what listening really means, how hard it is, and how different it is from what most organizations and people are doing already that perhaps feels like listening. Check out Phil McKinney on listening/div>

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