Simple Tips to Improve Your Design Research
Your field research is approaching. It is your first time. So, you want to make it right. You’ve heard that it can be exhausting. You are excited yet anxious.
Or, you are working with your first big clients and want to impress them. You know they are demanding and ferocious. You want to get it right. How should you do it?
Avoid Rigid Plan
There is no perfect plan as there will be always challenges occurring in the field. From respondents quitting a day before the interview to delay flights to illness to traffic jams, obstacles will find you no matter what. So, prepare for the worst.
Have at least one or two days each week to catch a breath (if everything went as planned, you can do mid-synthesis instead). If you are going to do home visits, 2–3 respondents a day should be the limit.
And don’t forget to prepare your camera and audio recorder! Clean up your memory card properly. Documentation is compulsory and you will take a lot of pictures and videos. Make sure it works well by the time you need it.
Be Human
No one enjoys being treated like an object of study. They are real people, not robots! So, you need to practice having a casual conversation along with the interview. Start with building relationships before. Simple question about their daily life and interest is a good starter.
The discussion should be dynamic. Respond to what they’ve said, even though it’s not correlated directly to your research (but make sure you got the balance). Make them comfortable. Read their gesture and micro expression. Show that you are interested in their life. Just don’t be creepy and overreact.
You may bring along your discussion/ interview guide. It’s meant to be a guide, not a textbook. So make it flexible. Not too detailed but good enough to capture all the key research questions.
“Show Me…”
Can you explain every step you did when ordering something from e-commerce? Can’t do it huh? Neither do I. It’s not our fault. Most of the time we can’t remember what we do. Therefore, we will unconsciously fill the gap by adding “familiar” memory to our previous experience — or to put it bluntly, we might unconsciously lie.
To avoid this, always ask for evidence. If you want to know how people book their flight online, ask them to do it on their phone. Take note if there are any unusual steps that occurred. Curious how they manage their money? Ask them to show their wallet, receipts, or piggy bank. Ask if they can show places where they store their money. Since it could be sensitive to some people, make sure you ask them properly.
Immerse in Context
As we do an in-depth interview in the room or in the people’s house, we may fail to notice how people actually interact in context. People are inevitably influenced by their culture, so it’s good to step back and see the surroundings to absorb local nuance. It may not give you breathtaking insights instantly but it will surely help you connect the dots.
One of my projects was to understand people’s behaviour towards motorbike servicing as well as to find design opportunities serving their needs. After the interview, we managed to follow our respondents from their homes to their preferred motorbike workshop. By doing so, we are able to experience their journey and truly grasp what they’ve said previously during the interview.
Hence, we can measure exactly the distance they tolerate, the road they take, even evaluate the workshop they choose, and the reason behind it. If something doesn’t match with what they’ve said, we can clarify it immediately.
Debrief Early, Debrief Often
Data is like milk. It’s best consumed while it is fresh. So, take the time to reflect and write down what you find after the interview session. Don’t complicate the process. Just take 30 minutes and split it into two sessions: the first half to individually write your own findings and the rest to share it with your partners. When doing so, try not to judge what others think. Every people has their point of view. But, remember: the purpose of this activity is to look for quick learning and pattern, not to conclude research insights.
Having your clients joining debrief sessions is vital as you can sync with them right away. Sometimes they can give a fresh perspective that will benefit the research. Also, it’s much easier to gain their commitment to future development as they already see “the evidence” by themselves.
Always, Always Update Your Progress to Clients/ Stakeholders
Most of your clients may not join the field research. So, do not wait until the last day to give them updates. Some findings may be uncommon (even attacking their ego!) therefore it’s better to let them know as early as possible. By doing so, you can manage their expectations right away, and better if you can spark discussion along the way — and open for any adjustment if needed.
Make Peace with Yourself (and Your Partner)
Even though you have a perfect plan, there will always be a moment when you messed up. Either miscalculate the schedule or accidentally put your respondents in an uncomfortable position even forget to take photos.
But it’s okay.
Mistakes are inevitable. Evaluate every end of the day, take a lesson, and move on. Being on the field, especially when traveling to new places, is an exciting yet tiring task. So, do not punish yourself and ruin the whole project because of one or two mistakes.
Trying to be perfect in everything is the fastest way to hell, especially if you are working with your partner.
To recap:
- Avoid rigid plan
- Be human
- “Show me…”
- Immerse in context
- Debrief early, debrief often
- Always, always update progress to clients/stakeholders
- Make peace with yourself (and your partners)
Hope you enjoy the delight of discovering human’s unconscious needs.
