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TL;DR: Bonding Co. is a project on a class focused on User-centered Research and Design at USC Marshall. My role was an UX Researcher and Facilitator, working with a team of five on designing a product for Small Business Owners in Los Angeles.
TL;DR: Bonding Co. is a project on a class focused on User-centered Research and Design at USC Marshall. My role was an UX Researcher and Facilitator, working with a team of five on designing a product for Small Business Owners in Los Angeles.
Credits to my squad: Hailey, Rajat, Rohan, Izzy
Credits to my squad: Hailey, Rajat, Rohan, Izzy
Key Takeaways
Key Takeaways
Trust The Process
Some of us were initially skeptical of the process because it seemed like the elements didn't connect or make sense. However, once we began actively engaging in the work, we realized that it was effective and offered substantial benefits.
Trust The Process
Some of us were initially skeptical of the process because it seemed like the elements didn't connect or make sense. However, once we began actively engaging in the work, we realized that it was effective and offered substantial benefits.
Empathy Map
We first individually input our insights into the empathy map but I didn’t work out. When we reconvened to revise our empathy map, we managed to extract much more from our discussions and significantly enhance it compared to our initial attempts. The difference between working individually and collaboratively on the empathy maps highlighted the overlap in our ideas, as well as the diversity of our perspectives and the insights we gathered
Empathy Map
We first individually input our insights into the empathy map but I didn’t work out. When we reconvened to revise our empathy map, we managed to extract much more from our discussions and significantly enhance it compared to our initial attempts. The difference between working individually and collaboratively on the empathy maps highlighted the overlap in our ideas, as well as the diversity of our perspectives and the insights we gathered
Mind Mapping
Initially, our approach was quite narrow and focused solely on solutions, but as we began to collaborate more, particularly through using the mind map, our work became much more expansive. This helped us discover connections and opportunities we hadn't seen before, which allowed us to address the needs of multiple users. Although we struggled to complete our first attempt, the second time around, our ideas overflowed.
Mind Mapping
Initially, our approach was quite narrow and focused solely on solutions, but as we began to collaborate more, particularly through using the mind map, our work became much more expansive. This helped us discover connections and opportunities we hadn't seen before, which allowed us to address the needs of multiple users. Although we struggled to complete our first attempt, the second time around, our ideas overflowed.
When quantity over quality
This ties back to mind mapping, where prioritizing quantity and giving ourselves permission to be playful and jot down everything led to a surge in idea generation. This approach made our thinking more open and creative, and it created a safe environment for sharing ideas.
When quantity over quality
This ties back to mind mapping, where prioritizing quantity and giving ourselves permission to be playful and jot down everything led to a surge in idea generation. This approach made our thinking more open and creative, and it created a safe environment for sharing ideas.
The powerful frameworks
Throughout the process, we used handful of different framework on each phase. We learnt how powerful frameworks are helping us externalize loads of thoughts in mind and put them into the world. This is not just helping our own thinking but also helping others to understand and align on next steps.
The powerful frameworks
Throughout the process, we used handful of different framework on each phase. We learnt how powerful frameworks are helping us externalize loads of thoughts in mind and put them into the world. This is not just helping our own thinking but also helping others to understand and align on next steps.
Summary
Summary
PROBLEM
Throughout the class, we conducted 100 customer discovery interviews with small business owners in Los Angeles and discovered that most of them work extensive hours—over 8 hours a day and 6-7 days a week.
Simultaneously, they place high importance on family and quality time, especially during dinner and before bedtime with their children.
SOLUTION
Bonding Co. offers to provide small business owners and their families opportunities to pass knowledge about the world of small businesses and strengthen the familial bond that comes from shared educational adventures.
Our products are (1) portable board games that can be played on dining table during dinner time and (2) Entrepreneurship educational books for children, capturing day-to-day work and simple explanations of different types of small businesses
Approach
Approach
This project leverages human-centric design thinking approach in shaping the product / service for a selected segment - Small Business Owners in LA
This project leverages human-centric design thinking approach in shaping the product / service for a selected segment - Small Business Owners in LA
Emphasize
Emphasize
I started the project by creating 2-3 method cards to research customer discovery. The methods that I focus on are:
- Guerrilla interviewing
- Drawing a day of your life
- Adding on field observations as we mainly went directly to their business venue for interview
I started the project by creating 2-3 method cards to research customer discovery. The methods that I focus on are:
- Guerrilla interviewing
- Drawing a day of your life
- Adding on field observations as we mainly went directly to their business venue for interview
After preparing the method cards filled with questions, I was ready to start interviewing but faced the challenge of finding interview leads.
After preparing the method cards filled with questions, I was ready to start interviewing but faced the challenge of finding interview leads.
Within the first 6 weeks of the project, we have conducted a total of 100 customer discovery sessions.
Within the first 6 weeks of the project, we have conducted a total of 100 customer discovery sessions.
It was overwhelming to capture all 100 insights together so we use the Empathy Map to synthesis our insights and finding common patterns
It was overwhelming to capture all 100 insights together so we use the Empathy Map to synthesis our insights and finding common patterns
Define
Define
Following that, we identified the most common user needs to define the problems.
Following that, we identified the most common user needs to define the problems.
To me, this is one of the most challenging parts of the process. It requires a detailed breakdown and thoughtful analysis to translate these needs into significant, well-rationalized problems.
To me, this is one of the most challenging parts of the process. It requires a detailed breakdown and thoughtful analysis to translate these needs into significant, well-rationalized problems.
Ideate
Ideate
The research data was visually displayed to provide a clear and easily understandable representation of our users. Particularly beneficial in business development was the use of mind mapping for ideation.
This technique allowed divergent thinking; in a brief time, our team's collective intelligence generated hundreds of varied ideas. While some ideas initially seemed irrelevant, we were able to connect the dots and make sense of them.
The research data was visually displayed to provide a clear and easily understandable representation of our users. Particularly beneficial in business development was the use of mind mapping for ideation.
This technique allowed divergent thinking; in a brief time, our team's collective intelligence generated hundreds of varied ideas. While some ideas initially seemed irrelevant, we were able to connect the dots and make sense of them.
Through this process, we even enlarge our target audience into different segments.
Through this process, we even enlarge our target audience into different segments.
Here are the selected 20 ideas generated from different How Might We statements
Here are the selected 20 ideas generated from different How Might We statements
Naturally, all the brainstorming left our minds buzzing with ideas, leading to a flood of potential solutions from the team.
Naturally, all the brainstorming left our minds buzzing with ideas, leading to a flood of potential solutions from the team.
To ensure we were creating the right product for our well-understood users, it was essential to focus on a prototype that addressed their needs, rather than pivoting to a new market segment. We chose to move forward with the following concept: designing a physical product that connects small business owners with their families.
To ensure we were creating the right product for our well-understood users, it was essential to focus on a prototype that addressed their needs, rather than pivoting to a new market segment. We chose to move forward with the following concept: designing a physical product that connects small business owners with their families.
How might we leverage daily rituals such as bedtime and dinnertime
to inspire creative approaches for small business owners
to fully enjoy time with family after long hours working?
Prototype
Prototype
Our aim was always to validate ideas as fast as possible. It didn’t matter if it was roughly hand drawn protoypes or aesthetics fully function, we opted for whichever method allowed us to quickly get something into the open and assumptions tested.
Our aim was always to validate ideas as fast as possible. It didn’t matter if it was roughly hand drawn protoypes or aesthetics fully function, we opted for whichever method allowed us to quickly get something into the open and assumptions tested.
We used carton box and reused boardgame items to stimulate our game while using generative AI to demonstrate the book as we moved forward.
We used carton box and reused boardgame items to stimulate our game while using generative AI to demonstrate the book as we moved forward.
Testing & Iteration
Testing & Iteration
We brings the products to validate with 20 of our initial interviewers and 6 of the response not interested. The rest 14 provided us with repeated feedback that was important for our pivot:
- The size of the boardgame should be small while gaming elements needs to be convenient to play on dining table
- The materials needs to be water-proof as food / sauce might damage it
- Idea on making hybrid game connect physical product and phone applications
- Several suggestions for distributions
We brings the products to validate with 20 of our initial interviewers and 6 of the response not interested. The rest 14 provided us with repeated feedback that was important for our pivot:
- The size of the boardgame should be small while gaming elements needs to be convenient to play on dining table
- The materials needs to be water-proof as food / sauce might damage it
- Idea on making hybrid game connect physical product and phone applications
- Several suggestions for distributions
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