• +(+502) 2381-0800
  • info@iba.gt

Tag Archives: Human Centered Design

screen-shot-2016-11-17-at-12-17-55-pm

Focus Groups

Trevor No Comments

On previous posts I discussed “Human-Centered” design and talked about how it all starts with empathy and relationships.

Although there are many tools to conduct primary research on customer needs, one of the most effective tools is focus groups: meetings where you interact with and gather first-hand information from a solid batch of potential users.

To help you build and conduct a successful focus group, we’ve assembled 10 steps, that according to field experts, you must take into consideration!

Source: metacconects.org

Source: metacconects.org

  1. Establish a clear purpose for the meeting

 Experts from Duke University stress that a focus group is NOT a marketing opportunity, a lecture, a partnership meeting or a problem-solving session.

Instead, these meetings focus solely on gathering feedback and customer perspective on a specific product or service that will be offered. That’s why it is important to set conversation boundaries and work with predetermined questions.

  1. Decide how many focus groups you’ll need

Marketing professionals suggest you conduct between 3-4 meetings to gather all pertinent information.

You may schedule following meetings a week apart and ask the exact same questions to different groups. When no one has anything new to say, you know you’ve reached your goal.

Read More: Human-Centered Design
  1. Choose your participants…very closely

 Although diversity is a very important concept, when you conduct a focus group, Duke University suggests you keep the group fairly homogeneous.

The ideal is to have people who’ve never met but can feel comfortable around each other. That’s why you must take into strong consideration the social and cultural contexts of the group you’ll be interviewing.

Beware of recruiting mixed groups if there’s a strong sense of “machismo” in the country. Be also mindful of economic and social power gaps. You wouldn’t want people to feel intimidated or inferior to other participants, so much that responses may be biased or anchored.

Try to set a specific age range for your group and make sure you don’t bring in extremely dominant personalities that may steer all the conversation in one direction.

And finally, remember to keep the group small! If you don’t know how many are too many, follow the “two pizza rule”: if the team can’t be fed with only two pizzas then it is too big.

Source: hubspot.net

Source: hubspot.net

  1. Structure your questions

 Try to stay within the 8-12 question range. Remember focus groups are based on open-ended questions and it may take a long time to gather every perspective.

 Make sure the questions are short but not written in a way that inspire “yes” and “no” answers.

 Start with simple questions to get the group acclimated, then proceed to the most insightful ones and finish by asking the group if there’s anything else they would like to add.

If you’re making a comparison, experts suggest you interview groups A & B in separately.

  1. Find a stellar moderator

Moderators are the key to incredible results. To avoid bias, Ruth Peebles, President of The INS Group, advises that moderators be third-party facilitators that are not affiliated with your organization.

Moderators must have an engaging personality to make participants feel free and welcomed at all times. They must keep the conversation within scope and prevent the meeting from steering in a wrong or biased direction.

Also, it is suggested you also find a separate note taker!

image_the-moderator

  1. Set you meeting “specifics” and agenda

 Set a date, place and time that works for your chosen demographics. It is advised you seek a place outside your offices to make the conversation feel neutral.

Times are better after working hours so it doesn’t interfere with people’s schedules.

Write down your agenda and share it with your moderator and note taker before the meeting. Make sure you clearly communicate your goals and expectations and go over the questions at least once.

  1. Build your recruitment strategy

 All right, so how are you going to approach your participants?

If you belong to a large multinational social media and public ads could help your case. You can offer monetary incentives to participants and have them register on your website.

If you’re a smaller business you may like to email or call the people you consider would give you a good perspective. And, if you can’t offer money for participation, you can always offer coupons, certificates or prizes (company care packages are usually great!).

Duke University also recommends using local newspaper ads and flyers. If your participants are youngsters posting your call on university bulletin boards might work pretty well.

Think about your demographic and then take advantage of the means of communication they use most. And then make sure they feel the meeting would be a win-win situation.

Once people register or show interest make sure to call or email them to confirm participation. Share once again the place and date of the event.

 

 

LibGuides focus group recruitment flyer. Recovered from,slanypublications.org

LibGuides focus group recruitment flyer. Recovered from,slanypublications.org

 

  1. When conducting the meeting…

 Ruth Peebles recommends you start with icebreakers to make participants feel comfortable.

Continue to communicate the purpose of the meeting, procedures, expectations and desired outcomes. An important thing you must never forget is to promise confidentiality! Make them sign agreements if needed.

Make sure the meeting goes accordingly to the agenda and record responses in more than one way. You can write them down on posters, post-its, use video, voice recorders or any other material you can think of.

9. Be precise to analyze

 After the focus group it is important that your team sits down to discuss major findings, segment these appropriately and identify specific thoughts, stories and suggestions.

You can log your result using spreadsheets, graphs and tables. And then present them on a slide show to help the team visualize where your new product stands amongst your target market’s needs and expectations.

For more guidance on analyzing data, you can check out Duke University’s “Guidelines for Conducting a Focus Group”

Source: datapine.com

Source: datapine.com

  1. Share

Finally, share the results of your findings with your participants and keep scheduling meetings to gather more and more information!!

For more empathy-building tools check the LUMA Institute’s “Innovating for People: Handbook of Human-Centered Design”.

screen-shot-2016-11-10-at-12-52-05-pm

Human-Centered Design

Trevor one comments

Whether you run a large multinational or a successful foundation, if you don’t know what your target market wants you’re most likely going to stumble.

Over the years we’ve seen organizations waste time and money launching products that don’t work. Either they didn’t understand their markets or didn’t pay attention to important details early in the process.

To avoid this from happening, various organizations from universities to design firms have adopted the “Human-Centered Design” approach, where client feedback becomes the essential component in every product and service’s development.

 

So, What is Human-Centered Design?

 As +Acumen beautifully states it, Human-Centered Design is “innovation inspired by people”. It is a framework used by designers and managers to find solutions for pressing problems considering their beneficiaries’ perspective in every step of the problem-solving process.

hcd-circles

Source: SD23 Makes

 

How do you differentiate HCD from a traditional design process?

 As said by IDEO.org, you know your design is Human-Centered when “you’ve kept the very people you’re looking to serve at the heart of the process”

It all starts with empathy. To build a successful product, “solutioners” must clearly understand the deepest needs and incentives of their target market. To do so, it is crucial to observe, ask and spend quality time with your clients. Unless you know and live the hassles of their everyday life, you won’t understand the depth and gravity of a problem.

Going further, because HCD it is based on empathy, it must be collective. When you look for human-centered solutions you won’t find them behind a desk by yourself. The more you get involved in your client’s life and the more feedback you get from them, the easier it will be to understand the solution that they’re craving. Plus, having more people in your research and development team brings more perspective and creativity into the process.

And finally, HCD is different from traditional design because it relies on constant experimentation. Human-Centered solutioners think big but start small. They learn by doing and build the solution based on feedback. This takes more time but saves a lot of resources, mitigates risks and secures success. After all the solution was pretty much given to you by those who will use it.

Source: Grameen Foundation

 

 That said, what are the necessary steps to develop a Human-Centered Design Process?

 First, you need to get out there and understand your target market’s problem and ideas for solutions. +Acumen calls this the Discovery phase.

Later on, after you’ve gathered all your key information and have a clear understanding of your market’s needs, you move to what IDEO.org calls the Ideation phase. Here your team and you start brainstorming for creative solutions to solve your market’s most pressing problem.

Once you’ve landed a couple great ideas you start the Prototyping phase, where you bring to life an initial “sketch” of your solution and present it to the public for feedback.

Based on this feedback you continue your development process until you reach the final version of the solution and the Implementation phase.

Source: IDEO.org

 

What tools can be used to successfully complete every step of the process?

 Throughout your discovery phase, you will be observing and contextualizing most of the time. Some great tools to do this are: surveys, interviews, photo journals and guided tours (to help you live your beneficiaries’ daily life).

After you gather your information you need to map both people and needs to start ideating. You could use stakeholder maps, people profiles, problem tree analyses and some affinity clusters.

Then, for your prototyping phase, the LUMA Institute suggests you storyboard and sketch your ideas before building them. Sketching the idea helps the team visualize the concept and storyboarding helps them understand how they expect users to adopt it. Then you can continue by creating rough prototypes out of simple materials to bring the concept to life.

If you want a complete guide of tools to research, understand and ideate for your target market, check “Innovating for People”: the LUMA Institute’s handbook for Human-Centered Design.

 

Source: Luma Institute

Source: Luma Institute

 What can you use Human-Centered Design For?

 According to +Acumen, you can use HCD, to create innovative products, services, spaces and systems.

Because HCD is based on human behavior and empathy, this approach can be used not only to build useful products but also to create better experiences for people, nurture more impactful relations and build more efficient facilities.

Who employs Human-Centered Design Today? 

Just to mention a few organizations:

IDEO – World leading design and consulting firm
+Acumen – Global learning platform for change makers
Stanford University – Ranking #3 in the world!
Grameen Foundation -Global nonprofit dedicated to sustainable development.
Frog – Global design and strategy firm.
Luma Institute – Global innovation learning platform for businesses and nonprofits.

Why should you employ Human-Centered Design? 

HCD will help you save time and money. By focusing on your beneficiaries from the start you are investing in products and services that are guaranteed to work. HCD mitigates risk and increases customer loyalty. Internally, HCD can also improve your design team’s creativity, open up their minds to more perspectives and put your company at the top when it comes to understanding your target market and delivering useful and innovative designs!

So don’t wait anymore to start involving your beneficiaries! I assure you it will pay off.

 

If you found this post useful, please let us know with a comment!

1

Llevándote a 'ese' nivel de éxito

Con nuestra metodología de Inglés enfocado hacia los negocios. Conoce nuestros planes, paquetes y horarios!