上游充通大￥ SHANGHAI JIAO TONG UNIVERSITY How Many Customers？ 100 80 60 One-on-One Interviews(1 hour) Focus Groups(2 hours) 40 20 0 0 1234 5 67 8 9 10 Number of Respondents or Groups From:Griffin,Abbie and John R.Hauser."The Voice of the Customer", Marketing Science.vol.12,no.1,Winter 1993
How Many Customers? From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”, Marketing Science. vol. 12, no. 1, Winter 1993. One-on-One Interviews (1 hour) Focus Groups (2 hours) 0 1 2 3 4 5 6 7 8 9 10 0 20 40 60 80 100 Percent of Needs Identified Number of Respondents or Groups
上游充通大粤 e SHANGHAI JIAO TONG UNIVERSITY >Observing the product in use Observing behavior in its natural setting More informative >Actions speak louder than words >Because people's emotional connections to things occur at an unconscious level. Minimizes intrusions and biases Frustrate questioning and moderated discussion. Forces us to focus on actions(i.e.,behavior) >We are trying to support through design rather than on the things (i.e.,objects)we ultimately will produce 》Designing“verbs”,not“nouns
Observing the product in use • Observing behavior in its natural setting – More informative » Actions speak louder than words » Because people’s emotional connections to things occur at an unconscious level. – Minimizes intrusions and biases » Frustrate questioning and moderated discussion. – Forces us to focus on actions (i.e., behavior) » We are trying to support through design rather than on the things (i.e., objects) we ultimately will produce » Designing “verbs”, not “nouns
图 上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Making naturalistic observation work Habitat (the natural place): Loci(place or position)of people's everyday interactions Process: 》Observe(to reveal) Document(with notebooks and cameras) Explain(through interpretation and speculation) >Question (ourselves about)people's everyday behavior
• Making naturalistic observation work – Habitat (the natural place): » Loci (place or position) of people’s everyday interactions – Process: » Observe (to reveal) » Document (with notebooks and cameras) » Explain (through interpretation and speculation) » Question (ourselves about) people’s everyday behavior
上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Observations (Marriott case) Marriott ● Task:Rethink the hotel experience for an increasingly important customer:the young,tech-savvy road warrior. ● Approach:IDEO dispatched a team of seven consultants. including a designer,anthropologist,writer,and architect,on a six-week trip.Covering 12 cities,the group hung out in hotel lobbies,cafes,and bars,and asked guests to graph what they were doing hour by hour. Findings:Hotels are generally good at serving large parties but not small groups of business travelers Recommendation:Reinvent the lobbies of the Hotels,creating for each a social zone,with small tables,brighter lights,and wireless Web access,that is better suited to meetings.Another area will allow solo travelers to work or unwind in larger,quiet,semiprivate spaces where they won't have to worry about spilling coffee on their laptops or papers. Source:The Science of Desire,Business Week,June 5,2006
Observations (Marriott case)
上游充通大 SHANGHAI JIAO TONG UNIVERSITY Visual Information Example:Book Bag Design 及 1月回后
Visual Information Example: Book Bag Design