{"id":3572,"date":"2021-04-06T08:24:46","date_gmt":"2021-04-06T12:24:46","guid":{"rendered":"http:\/\/blog.daed.com\/?p=3572"},"modified":"2024-07-11T10:59:15","modified_gmt":"2024-07-11T14:59:15","slug":"user-centered-design-step-1-discover","status":"publish","type":"post","link":"https:\/\/blog.daed.com\/?p=3572","title":{"rendered":"User-Centered Design: Phase 1 Discover"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\"><span style=\"font-weight: 400;\"><span style=\"color: #000000;\">In a<\/span> <\/span><a href=\"http:\/\/blog.daed.com\/?p=3557\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">recent post<\/span><\/a><span style=\"font-weight: 400; color: #000000;\">, I talked about the importance of embracing both usability and usefulness in user-centered design in order to ensure the market success of a product. I argued that you have to acknowledge that you don\u2019t know everything about your user that may impact your design and you have to have a willingness to change that, by refining and expanding your understanding.\u00a0<\/span><\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">So how do you go about doing that? By committing your project and team to the user-centered design process, which starts well before any concepts are drawn or solutions are prototyped.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">There are four basic phases in user-centered design:\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3573 \" src=\"http:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/UCD.png\" alt=\"The user-centered design process, highlighting phase 1 &quot;Discover&quot;\" width=\"1019\" height=\"199\" srcset=\"https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/UCD.png 2250w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/UCD-300x59.png 300w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/UCD-768x150.png 768w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/UCD-1024x200.png 1024w\" sizes=\"auto, (max-width: 1019px) 100vw, 1019px\" \/><\/p>\n<p><span style=\"font-size: 14pt; color: #000000;\"><span style=\"font-weight: 400;\">Notice that the phase in which you start ideating solutions doesn&#8217;t happen until the second half of the process. It&#8217;s only in the latter half that you move into exploring the <\/span><b>solution space<\/b><span style=\"font-weight: 400;\">. The first half of the process lies in discovering and defining the <\/span><b>problem space<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/span><\/p>\n<p><span style=\"font-size: 14pt; color: #000000;\"><span style=\"font-weight: 400;\">In user-centered design, the first phase is <\/span><b><i>discover<\/i><\/b><b>.\u00a0 <\/b><span style=\"font-weight: 400;\">It\u2019s a process in which you frame the problem you are trying to solve and then conduct secondary and primary research to ensure that you truly understand that problem and the users you are trying to solve it for.\u00a0 This phase relies on generative thinking &#8212; thinking that is expansive and that helps you to make discoveries, produce new ideas, and develop new theories to understand your problem space.\u00a0<\/span><\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">The first step is Problem Framing, which is simply making some early choices about the boundaries of your project, how you\u2019ll define its success, and the people and issues that you need to study and investigate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">To frame the problem, you pose questions such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">Are we creating an entirely new experience? Or modifying an existing one?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">Who are our users? Are they novices? Perhaps someone newly diagnosed with a medical condition that our product is intended to treat or manage? Or are they experts? Perhaps a nurse with 20 years\u2019 experience in the area we are looking at? Maybe some of each? Are there other users that we need to consider, like maintenance or support personnel?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">What are the primary goals of our different types of users and how do those goals break down into subgoals?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">What are the decisions that our users need to make and what information do they need to make those decisions?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">What are the specific environments and use scenarios that need to be addressed?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">Do we have an idea of what might be some of the barriers that our users are facing?\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt; color: #000000;\"><span style=\"font-weight: 400;\">Once we\u2019ve properly framed the problem by asking these initial questions, it\u2019s time to answer them via research. There are two very broad categories of research used in user-centered design: primary and secondary. Primary research directly involves your users via observation and interviewing, whereas secondary research involves exploring existing sources of knowledge that may help to answer these and other questions (it is one step removed from your users, hence the term <\/span><i><span style=\"font-weight: 400;\">secondary<\/span><\/i><span style=\"font-weight: 400;\">).\u00a0<\/span><\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"font-weight: 400; color: #000000;\">Paradoxically, we start with secondary research. Secondary research can involve benchmarking competitor\u2019s offerings and industry trends, and exploring tangential industries that may provide potential solutions. For example, for<\/span><a href=\"https:\/\/daed.com\/experience\/21\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">our fall safety harness<\/span><\/a><span style=\"font-weight: 400; color: #000000;\">, we ultimately borrowed buckles commonly used in car roof rack systems for our design, which greatly improved ease of use. Secondary research should also involve mining data that is already available to your company from departments such as marketing, IT, or sales. Consider interviewing customer service representatives or searching your company&#8217;s service database to learn about customers\u2019 pain points. Ask installation and maintenance teams about the different user environments or innovative uses of equipment they may have seen or interesting requests they may have gotten from users. Talk to salespeople about what matters to their customers and why other potential customers aren\u2019t interested.<\/span><\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">Regardless of what you learn from secondary research, it is critical to conduct primary research, in which you interview and directly observe your users. Primary research is first-hand research. It is exploratory and immersive and provides insights into what users actually do, how they think, the choices they make, and what influences those choices. It allows you to view activities in their context of use to explore how other tools, other people, and even the environment impact those choices. It allows you to learn what it is that you don\u2019t already know.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3574\" src=\"http:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/EnteringTheMine-300x232.jpg\" alt=\"Daedalus researchers preparing to descend into a coal mine for ethnographic research\" width=\"452\" height=\"350\" srcset=\"https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/EnteringTheMine-300x232.jpg 300w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/EnteringTheMine-768x594.jpg 768w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/EnteringTheMine-1024x792.jpg 1024w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/EnteringTheMine.jpg 1894w\" sizes=\"auto, (max-width: 452px) 100vw, 452px\" \/><a href=\"http:\/\/blog.daed.com\/?attachment_id=3678\" rel=\"attachment wp-att-3678\">\u00a0<\/a><a href=\"http:\/\/blog.daed.com\/?attachment_id=3679\" rel=\"attachment wp-att-3679\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3679\" src=\"http:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/DialysisVOC-849x1024.jpg\" alt=\"A Daedalus researcher conducting ethnographic observations in a medical center\" width=\"290\" height=\"350\" srcset=\"https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/DialysisVOC-849x1024.jpg 849w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/DialysisVOC-249x300.jpg 249w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/DialysisVOC-768x926.jpg 768w, https:\/\/blog.daed.com\/wp-content\/uploads\/2021\/01\/DialysisVOC.jpg 1359w\" sizes=\"auto, (max-width: 290px) 100vw, 290px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">Yes, these activities will add a few weeks to your schedule. But they lead to better upfront identification and analysis of user needs, which leads to clearer criteria development and higher team confidence that the right problem is being solved. Taking time to ensure that you understand what it is that your users actually need and want is far more profitable than being quick to market with a product that won\u2019t succeed because it doesn\u2019t captivate your users or fails to address their unvoiced reality. It\u2019s also more profitable than being late to market because of delays caused by late project learnings and the associated late project changes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt; color: #000000;\">Daedalus is adept at discovering users&#8217; needs, and at the remaining phases in the user-centered design process, which are 2) <em>Define,<\/em> 3) <em>Ideate<\/em>, and 4) <em>Implement<\/em>. We&#8217;ll be posting articles in the upcoming weeks for each of the subsequent phases.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a recent post, I talked about the importance of embracing both usability and usefulness in user-centered design in order to ensure the market success of a product. I argued &#8230;<\/p>\n","protected":false},"author":10,"featured_media":3682,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,6],"tags":[196,29,194,195],"class_list":["post-3572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-research","category-design-thinking","tag-ucd","tag-user-research","tag-user-centered-design","tag-user-centered-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>User-Centered Design: Phase 1 Discover - daed.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.daed.com\/?p=3572\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"User-Centered Design: Phase 1 Discover - daed.com\" \/>\n<meta property=\"og:description\" content=\"In a recent post, I talked about the importance of embracing both usability and usefulness in user-centered design in order to ensure the market success of a product. 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