20 December 2005

A hybrid approach of rapid user research and feature experimentation on the marketplace

Be the first to share

Kuniavksy
Mike Kuniavsky, author of the book Observing the User Experience, was recently in Japan which inspired him to write a thoughtful reflection on the current value of user reseach, based on his observations there.

“The Japanese classic Modernist “supply-driven” model means that a company produces stuff based on internal gut-level determination of what’s interesting (usually done by executives or project managers). Sometimes it sells, sometimes it doesn’t. When it sells, they make more. When it doesn’t, they don’t.”

“This is in contrast to the philosophy I see at work at large American and European companies that have enthusiastically adopted end-user research methods taken from marketing techniques and pioneered by the social sciences.”

“Maybe, just maybe, the current capabilities to prototype, engineer and distribute product variations on a core idea allows for ideas to be tested, and markets to be primed for the acceptance of new ideas, without conclusive documentation from end-user research.”

“Thinking that there’s a single product and a single answer, and that research should continue until that’s determined, is an equally Modernist idea, from a time when retooling was incredibly expensive. Now, as one hardware designer in San Francisco told me, it’s possible to sketch some ideas on a piece of paper, fax it to China, and have a working prototype designed and engineered in a month, and to have production samples soon thereafter. I’m sure this doesn’t work for revolutionary ideas, but ideas based on technologies that the engineers and designers are comfortable with–but that’s probably where most hardware designs are.”

“With technological and design possibilities like this, maybe a hybrid approach is appropriate. One that’s not based on the idea that the user research is useless (“they don’t know what they want” and all that) and also not based on the idea that only deep, exhaustive field research can produce insights that lead to product features. Maybe the hybrid approach is an iterative one based on iteration between rapid research and feature experimentation.”

Read full post

(thanks Régine)

Be the first to share
30 January 2016
Is design thinking the next big thing for U.S. power?
The U.S. Army is already using design thinking to inform its battle doctrine, and now voices go up to apply it to US foreign policy as well. Design Thinking Comes to the U.S. Army by Roger Martin The …
30 January 2016
[Book] Asian Perspectives on Digital Culture
Asian Perspectives on Digital Culture: Emerging Phenomena, Enduring Concepts Edited by Sun Sun Lim, Cheryll Soriano Routledge, 2016 214 pages Abstract In Asia, amidst its varied levels of economic development and diverse cultural traditions and political regimes, the Internet and …
29 January 2016
[Report] Consumers more frustrated by smart home apps than devices
New report by Argus Insights suggests disappointing apps break user experience, may cause decline in consumer delight over time. The Smart Home ecosystem comprises both hardware devices and software apps and together they are supposed to …
29 January 2016
Solving health care problems through design methodology
Stephen Klasko (an MD with an MBA, CEO of Jefferson Health System and Thomas Jefferson University) and Bon Ku (MD, a professor of emergency medicine at Thomas Jefferson University Hospital) joined the Knowledge@Wharton show …
28 January 2016
The Power of Privacy – documentary film
In this half-hour film (commissioned by The Guardian and Silent Circle), Aleks Krotoski travels the world to undergo challenges that explore our digital life in the 21st century. Watch her be stalked and hacked, fight to …
27 January 2016
Human-machine interactions and the coming age of autonomy
Melissa Cefkin is a Principal Scientist & Design Anthropologist at Nissan Research in Silicon Valley where she explores the potential of having autonomous vehicles as interactive agents in the world. In an article that was published …
27 January 2016
Remaking Ford into a user experience-driven company
Ford CEO Mark Fields recently declared that Ford would be remade as a user-experience driven company: "We have obviously a lot experience in the car business, over 113 years, and our differentiation is going to be …
27 January 2016
The privatization of human rights: illusions of consent, automation and neutrality
The privatization of human rights: illusions of consent, automation and neutrality by Emily Taylor Published by the Centre for International Governance Innovation and Chatham House 2016 The Internet enables the free flow of information on an unprecedented scale …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

See all articles