Understand

I start by understanding what questions an organization has about its customers or users.  Through open discussion, we get at the core issues around what is driving the need for research.

Plan

I take these core issues and build a plan for the research based on them, including questions we'll answer and a protocol that includes guidance on whatever methodology we need to use to get answers.  I share these with team members in advance and iterate on them based on their feedback to ensure we're aligned and ready.

At this stage, if the team has no exploratory research experience, I enjoy training folks to help them collect better data and to see the world like an anthropologist.  The work is richer and makes lasting impact within an organization if people trained in many different disciplines, including research, participate.

Research and document

We go out into the field to learn from our customers.  This can include observation, interviewing, concept testing and evaluation, making artifacts together--whatever methodologies are needed to get the clearest understanding of people's behaviors, goals and aspirations.   

We team members then document our data in whatever form is appropriate to that particular project, so it is usable in the next phases. 

Analyze

My favorite way to analyze data is through sharing with team members, and then making connections among patterns and practices we saw or heard about in the field.  Generating themes and insights flows naturally from this discussion.

Generate

Finally, with an eye on business goals and technical constraints, I work with team members to define opportunities based on our insights.  We can then generate and refine design ideas, and create delightful experiences for people.