A presentation at User research with kids: lessons from niche groups in in London, UK by The Research Thing
More extremes in research Thomas Snitker Sr Research Manager The LEGO Agency
https://instagram.com/p/BYHsJpIAhod/
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How do we make it an optimal user experience? From strategy, to concept, to prototyping, to post-launch Iterative, agile, quick and dirty Slow and clean Across platforms Against competition Global KX/UX score 6
FRONT END INNOVATION
LDP - LEGO DEVELOPMENT PROCESS F-PHASE (FRONT END) P-PHASE (PORTFOLIO) M-PHASE (MATURING FOR LAUNCH) LAUNCH
Extremes – and ‘extremes’ - Kids - … demographics, upbringing - … culture and passions - … cognitive skills, physical skills
How do parents see the package How do kids see the package
Flow: The Psychology of Optimal Experience (1997) Mihaly Csikszentmihalyi Source: https://commons.wikimedia.org/wiki/File:Challenge_vs_skill.svg
Some helpful extremes when recruiting respondents
Let’s test this with the intended audience
Skill levels and extremes Platform Extremely uncommon Extremely common
Skill levels and extremes Skill level Low High
• Low platform skills • Low platform skills • High platform skills High service skills High service skills Low service skills Low service skills • High platform skills
A child who knows how to use the tablet/iOS AND Knows how to use the LEGO DUPLO train app A child who does not know how to use the tablet/iOS BUT Knows how to use the LEGO DUPLO train app • Low platform skills • Low platform skills • High platform skills High service skills High service skills Low service skills Low service skills • High platform skills
A child who knows how to use the tablet/iOS AND Knows how to use the LEGO DUPLO train app A child who does not know how to use the tablet/iOS BUT Knows how to use the LEGO DUPLO train app • Low platform skills A child highly interested in LEGO DUPLO and in trains A • High platform skills High service skills High service skills Low service skills Low service skills • LowA child highly uninterested in platform skillsLEGO DUPLO and in trains • High platform skills
Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … Low High
The mainstream Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … Low High
The mainstream The extreme Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … Low High
Skill 1 level Skill 2 level … Interest 1 level Interest 2 level … Other factor? … The mainstream What it this then? The extreme Low High
Skill levels and extremes The Pareto principle: • For many outcomes, roughly 80% of consequences come from 20% of causes. • A small percentage of causes have an outsized effect. • It can help you identify which initiatives to prioritize so you can make the most impact.
Skill levels and extremes
Have few skills – can help us understand the novice experience Have extreme skills – can help us push the envelope!
Skill levels and extremes
2009
To sum up • To the extremes, the mainstream is extreme. • Are you extreme? • The extremes are extremely valuable in research (oh and also in business). • I’ll take the extreme, please, in fact I’ll have two. • In the extremes • The biases are extreme (and will make the researchers’ bias come out) – embrace the bias, its not a bug • Researchers depend more on others (scoping, recruitment, moderation/execution, reporting)
Link you later? Thank you! Thomas Visby Snitker Senior Research Manager thomas.snitker@LEGO.com
Thomas Visby Snitker, Senior Research Manager at The LEGO Agency Twitter: @tSnitker (@LEGO_Group)
As if research with humans wasn’t tricky already, research with young humans comes with significant challenges (and delights, too).
At LEGO, we run research with children in various cultures around the world, which adds an extra layer of concern. And extremes. Sometimes we learn the most in the extreme. (And sometimes we fail.)
I will give a few examples from my work and my recent book to get you thinking about the potential benefits of adding more extremes to research.
About Thomas Thomas helps LEGO projects of a great variety involve their audiences as much and as diversely as possible. He works to unify project timelines, research bias and business outcomes as he works with a very discerning global audience between the age of 6 and 12.
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