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Stories to Insights - Planning Useful Design Research

  • Space at the Steps 1301 First Avenue, Level A (map)

IxDA Seattle and Usability Seattle are pleased to present Dan Szuc, Principal Consultant at Apogee, for Stories to Insights: Planning Useful Design Research.  In this talk, Dan breaks down how discovering deeper needs, motivations and behaviours from customer stories helps product teams define customer's core goals and also helps the business identify ways to delight.

Doors open at 6:30 with networking with light appetizers and drinks. Talk begins at 7:00.

Located at Space at the Steps, 1301 First Ave, Level A, located halfway down the Harbor Steps. Look for the IxDA/Usability Seattle signs.

Regular $10, Student $5


Detailed Talk Description

Ever been on a project where you conduct interviews and get some answers, but you don't know why you are asking specific questions, what it means or how it really relates to the context of the business?

Where it feels like you are checking off questions, but not gaining any real value?

I have. Many times, sadly.

We need to pay more attention to why we are conducting specific research and design activities. We need to ask how the learnings can impact people and the business in positive and holistic ways. We need to know how activities integrate with a bigger program of design research and how it fits with product and business roadmaps.

In this presentation, we will take a project example to:

  • Understand why planning is critical
  • Identify the people in the business who should be involved
  • Practice interviews
  • Capture stories
  • Move stories into observations
  • Group observations into insights and
  • Identify what those insights may mean for the design of various artefacts at the customer, product/service and business layers

We will deconstruct each step and see what it means for our practice and fundamental skill sets we need to practice on an ongoing basis.

About Dan

dan szuc (high res) (1).jpeg

Dan Szuc is a Principal Consultant at Apogee, as well as the co-founder of the UX Hong Kong conference - Previously, he worked on a usability team for Telstra Australia. He has been involved in the UX field for 20 years and has been based in Hong Kong for 15 years.Dan has lectured about usability, user-centred design and user experience in Hong Kong, China, Singapore, Malaysia, Australia, the US, New Zealand, Canada and Japan. He co-wrote The Usability Kit: an implementation guide providing best practices and guidelines for usability teams and holds a BS in Information Management from Melbourne University in Australia. Dan Szuc was the Vice President of the UXPA International and is also on the Editorial Advisors Board of Rosenfeld Media. Dan recently published a book on “Global UX” with Whitney Quesenbery.

Event Sponsors

Special thanks to our sponsor, GGLO.  GGLO is design firm of Architects, Landscape Architects, Interior Designers and Urban Designers practicing at the intersection of people and place. From the urban core to main streets and destination communities, GGLO knows that design of buildings and landscapes is inextricable from the human activities in and around them.