Analysis framework - INNOVATION!dalalhasan.weebly.com/.../reading_2_analysis_frameworks.pdf ·...
Transcript of Analysis framework - INNOVATION!dalalhasan.weebly.com/.../reading_2_analysis_frameworks.pdf ·...
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Analysis framework
Dr. Gordon Adomdza
Oct 2013
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Personas • Values–Aspirations-Experiences • Mind maps • Journey maps (also value chain analysis) • Activity clocks • 2x2 matrices • Venn diagrams • Relational Venn diagrams • Analogies
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
Personas A persona is: • A tool to demonstrate the emotional and functional needs of users through humanizing those needs • “An assumed character or role, esp. one adopted by an author in his or her writing, or by a performer” • A user representation that encapsulates behavioral tendencies • A hypothetical archetype or prototype of a group of users • A fictional character with personality and goals (but not too much personality!) • A sounding board for potential solutions
It is • An archetype, a stereotype • A design target • Specific (but not excessively so) • A composite of several sources It is not • Politically correct • A marketing demographic • An average
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
Personas • Answers the key question for designing - “who is this for?” • Demonstrates the emotional and functional needs of users through
humanizing those needs • Personal profile - Age, sex, education, job, hobbies, family, socio-economic group, etc • Role - Job role & responsibilities - Position in household/workplace • “Flavor” As design options are created each one can be very rapidly tested • Illustrates the objectives while creating a sounding board for potential solutions
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Personas
Raw segmentation data
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Personas
What is the POV?
Raw segmentation data turned into a persona
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Personas
What is the POV?
Raw segmentation data for a volunteer of the SA Red cross
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Personas
What is the POV?
Raw segmentation data for a patient of the SA Red cross
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Values–Aspirations-Experiences
POV
Values, aspirations and ideal experience expressed by the study participants can lead to a POV
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Values–Aspirations-Experiences
What is the POV?
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Mind maps
What is the POV?
The idea is to find two or more bubbles that need to be connected . That’s the POV
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Mind maps
What is the POV?
The idea is to find two or more squares that need to be connected . That’s the POV
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Journey maps (with value chain analysis )
What is the POV?
A journey map lays out in steps the journey one takes to achieve a behavior
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Journey maps (without value chain analysis )
What is the POV?
A journey map lays out in steps the journey one takes to achieve a behavior
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Activity clock
A day in the life of a 12 yr old girl
What is the POV?
An activity clock shows what happens in time intervals
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Activity clock
What is the POV?
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• 2x2 matrices
Looking for the type of beer to sell. These are all the brands that exist
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• 2x2 matrices
What is the POV?
A 2x2 requires you to name the axes according to the data you have
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• 2x2 matrices
Interviews with the following on the recognition pap (porridge)
– Afrikaner – Caterer – American – British – Receptionist – College students – Leap student – Nyanga student
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• 2x2 matrices
What is the POV?
The data shows how the axes should be named
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Venn diagrams
The intersections of a Venn diagram may reveal interesting insights or a great POV
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Venn diagrams
Individual
Group
Society
What is the POV?
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Relational Venn diagrams
Often made with circular cards of different sizes and colors, they are placed in relation to one another on a base area.
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Relational Venn diagrams
What is the POV?
Many circles could be used to show distance and variations in importance
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Relational Venn diagrams
What is the POV?
Could also use circles and lines to show different things like cause, effect and potential solutions.
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Analogies
What is the POV?
Analogies bring in an outside but useful perspective. The analogy of a British chauffer delivering a Centurion black card from Amex inspired the design of the delivery box
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
• Analogies
Inesfly Anti-Malarial Paint
Two-tiered system: acts as both a barrier and a productive system that repels mosquitoes
What is the POV?
The Inesfly analogy inspired the POV that Vuna Urban Farm needed a cost-effective physical barrier that can provide protection against the weather and prevent burglary .
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Analysis tools for generating POVs Analysis
(frameworks)
Point of view (POV)
Research
(ethnography)
Key takeaways 1. Frameworks help you correct data to reveal patterns and tell a story. 2. Analogies help lend clarity to ambiguity by providing a known solution to unclear data. 3. Personas help create empathy and a sounding board for design. 4. Journey maps help you understand the idea in context of peoples’ lives. 5. Analysis is about posing a well-posed question or problem to solve. 6. The biggest ideas connects problems to values. 7. Analysis transforms data into insight by identifying patterns, connections and relationships.