Download INTERPRET

INTERPRET
1.Analyzeinterviewsandvisits
20-30min
A2eranintervieworavisithasbeenrealized,analyzethemainmessagethathasbeendeliveredusingcoding
andcategoriza;on.Interviewtranscripts,fieldnotesandobserva;onsprovideadescrip;verecordofthestudy,buttheydonot
provideexplana;ons.Itisyouwhohavetomakesenseofthedatathathavebeencollectedbyexploringandinterpre;ngit.
EmpathyandAffinitymapswillHelpinthatmaEer.
Teamac'vity/Prac'cedduringDTcourse–repeatedduringmee'ngwithmentor/usePost-its
Empathymap:Thisisagreattooltosynthe;zeyourthoughtsand
getnewunexpectedfindingabouttheperson/personayouwilldesign
somethingfor.
Affinitymap:regroupyourpreviouspost-itsofempathymapinto
categories,ifpossible,reflec;ngpersonalandemo;onalinforma;on
(e.g.mo;va;on.frustra;on.problem.barrier.hope.hobby.fact.
fear.pride.experience.memorableevent…
THINK
whatmightyouruserbethinking?
Whatdoesthistellyouabouthis/herbeliefs?
SAY
FEEL
whatemo;onsmight
yoursubjectbefeeling?
whataresomequotes
andkeywordsyouruser
said?
DO
whatac;onsandbehaviorsdidyouno;ce?
2.Makesenseusingrela;onshipmatrix…
20-30min
Findrela;onshipsbetweenkeywordsfromempathy/affinitymapstogivemoresensetoyourfindings.
Teamac'vity/Prac'cedduringDTcourse–teamonitsown(butcheckedbymentor)
Listyourkeywordsbothalongrowandcolumnheaders.Foreachkeywordinrow,thinkinteamifitisconnectedwithotherkeywordslistedincolumnheader
(ifyes,putaXintherow/columnintersec;on).Duplicateconnec;onandsumrowsforfrequencyranking.
SUM
2.…andconceptmapping
20-30min
Theconceptmapisusedtobuildavisualstructureofyourproblemdomainandextractthe“backbone’ofyourunderstanding.
Thiswillalsohelpyoutodefineyourmaininsightinthenextstep,whichisessen;altofindyourPOVorHMW.
Labeleachellipsenodeusingthemostcommontermsfromtherela;onshipsmatrix(e.g.pick4-5words.writethemostfrequentoneintheexis;ngellipse).
Connecttheellipsenodesusinglines.Thinkofthenodesasnounsandconnec'onsasverbs,adverbsorpreposi'ons,soastocreateacohesiveand
coherentsentence(thebackboneofthemap).Repeatwithothersetsoflessfrequentwordstocreatenewramifica;onsinthemap.
3.DefineyourPointOfView
20-30min
Aninsightisaprovoca;vestatementoftruth,thatreflectsaclear,meaningfulpercep;onintohumanbehavior
inapar;cularcontext.Thedefini;onofaninsighttakes2inputs:observa;ons(hereweconsiderwhatyoucanextractfrom
theconceptmaporcategoryfromaffinitymap)andinterpreta;on(asking“why”ques;onandgetanswer).
InsightsareimportantpartofPOVorbaselineforHMWques;on.
Teamac'vity/Prac'cedduringDTcourse–repeatedduringmee'ngwithmentor
PointOfView:buildasentencethatreflectsyourspecificuser’sneedbasedoninsight.
Bydoingso,youreframeyourchallengeintoaproblemstatementthatwillserveasstar;ngpoint
foridea;on.Specificuserismorethan«aman»or«agirl».Itcomeswithsomespecific
characteris;csintrinsicallylinkedwiththeneedandinsight.User’sneedshouldstartwithaverb.
NEEDSTO[USER’SNEED]
BECAUSE…
A[SPECIFICUSER]
6rulestocraR“good”
insightformula;on:
1. 
Authen3c
2. 
Non-obvious
3. 
Revealing
4. 
inform
5. 
Inspire
6. 
Memorable
Whyques;on:
Yourmainobserva;on
linkedtouser’sneed:
Askaques;onto
thesefindings
regrouped
bysimilarityand
answer/
interpretit.
Answer/interpreta;on:
Surprisinginsight: