More on this book
Community
Kindle Notes & Highlights
by
Vijay Kumar
systematically think through all these observations and extract valuable insights.
the act of “seeing into” a situation or understanding the “inner nature”
Observations come from field notes, photos, video/audio recordings, facts, and the results of other methods.
These were methods our groups used during our interviews! It was very helpful in the end
No interpretations or judgments should be made at this point while describing observations.
happening. Find out people’s reasoning behind their actions and behaviors.
In order to find out what’s exactly happening, interviewing a lot of people sharing similarities was key in finding what their problems were
Write a concise and objective statement for each insight.
the collection of insights extensive enough to cover the whole topic?
The method starts with gathering all the insights we have generated from research.
sticky notes and start sorting them to find an agreed-upon clustering logic.
We had a similar exercise to this method of how we sorted out personas of our interviewees in sorting them in categories
This method is a quick and rough analog version of the digital spreadsheet-based matrix sorting.
Insights are interpretations of what you have observed in your research about people and the context that reveal something nonobvious, surprising, and valuable for your project. Write insight statements as one or two phrases or sentences.
As a team, start clustering these insight statements on a wall or table surface.
Discuss and gain a shared understanding about why all the insight statements in a cluster are grouped together.
Define each cluster and describe its overall characteristics. Give each cluster a short title.
Can the clusters be used as criteria to evaluate and refine concepts?
attitudes about products, services, experiences, concepts, and similar entities.
Determine the most relevant attributes that are likely to comprehensively define the profile of entities selected.
Set up the scales in random order to avoid implied priority.
Use color-coding to visually differentiate the profiles.
What do these patterns mean?
Profile diagram for easy readability and sharing among team members.
the team used a Semantic Profile to map the various attributes responsible for the differences.
This helps us look at the different user types in each quadrant of the map and define them as a user group.
Use the two attribute scales identified to create the 2 × 2 map.
I want to try out this method! We’ve never tried this and I think this is an insightful idea
Identify the commonalities among their activities and their characteristics.
Study the users represented in each user groups.
Is it possible to focus on one or two user groups for further concept development?
takes a comprehensive view of any experience looking beyond the main focus of the experience to understand what happens before, during, and after.
Attraction, Entry, Engagement, Exit, and Extension. Experiences
Immersive—Can you feel it? Can you lose yourself in it? Accessible—Can you try it? Can you get it to do what you want? Significant—Does it make sense? Does it make you remember, connect, think, grow? Transformative—Do you feel different? Do you have something to show for it?
I will take good note on these important key points!
Create a five-column worksheet with Attract, Enter, Engage, Exit, and Extend as column headings.
Think about all of the interactions prior to an experience that generate interest in it.
Consider what happens when the user arrives at the experience.
This is the core offering.
This stage corresponds with the Enter stage, but refers to what happens when the user prepares to depart from the experience. It
refers to anything that happens after the experience that keeps the user engaged.
Review the map and consider why each stage is structured as it is.
Compelling Experience Map
by plotting all four representative games along a range in the Attraction-Entry-Engagement-Exit-Extension experience map.
apparent. The Compelling Experience Map helped uncover valuable insights such as: More complex games, those most typically played by Game Geeks, have higher levels of immersion throughout the entire experience,
The User Journey Map is a flow map that tracks users’ steps through an entire experience.
I find the user journey map the most efficient and useful tool out of all.
I wish to practice more of this method and be an expert at it.
Problems and insights are called out on this map to highlight areas where attention is needed and where opportunities exist.
