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Researching User Needs

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Shared Understanding

2:15 with Tomer Sharon

Figuring out what happened during research and what it means is a team effort.

Klocek, S. (2011). Better together; the practice of successful creative collaboration. Cooper Journal.

Lindstrom, J. (2011). Design Studios: The Good, the Bad, and the Science. UX Booth.

Creating an Affinity Diagram Sophie Brenny and Freek de Bruijn

Using Affinity Diagrams Arizona Public Health Training Center

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    An African proverb says, if you wish to go far, go together. 0:00
    I couldn't agree more, especially when it comes to user research, 0:05
    analysis, and synthesis. 0:08
    Figuring out what happened during research and 0:10
    what it means is a team effort for two excellent reasons. 0:13
    One, a shared understanding clarifies what 0:18
    different people in the team learn from research. 0:21
    Sharing those learning bits increases everyone's understanding. 0:24
    Two, a shared understanding also means everyone in 0:29
    the team is committed to what's coming after reasearch is done. 0:32
    If people agree on what's next, they are more committed to making it happen. 0:37
    Jeff Patton is visually explaining the concept of 0:42
    shared understanding in a brilliant way. 0:45
    Let's apply his concept to making sense out of research data. 0:48
    First, different team members have different insights from research. 0:52
    Yet, since they were all involved in research as moderators, observers, or 0:57
    people who go over the data, they think they agree on what they saw and 1:01
    what it means. 1:05
    As soon as each person's understanding is put into the sketch, or 1:07
    some kind of a written form, everybody understands they were seeing, thinking or 1:10
    concluding different things. 1:16
    The team then shapes their various learnings, understanding and 1:18
    insights through a process of analysis and synthesis. 1:22
    In the end of the process, the team has reached a shared understanding about what 1:26
    happened during research and what should be done about it. 1:31
    Shared understanding is the collective knowledge of the team that builds up 1:35
    over time as the team works together. 1:39
    Shared understanding is the currency of user research. 1:42
    The more a team collectively understand what it's doing and why, the less it 1:46
    has to depend on second-hand reports and detailed documents to continue its work. 1:50
    Your key takeaway is to involve as many team members as 1:56
    possible in research in general, and specifically in 1:59
    the process of coming to conclusions after data collection has ended. 2:02
    Next, we'll introduce the first analysis and 2:07
    synthesis technique, the experience sampling classification. 2:10

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