Leon Williams

Cranfield University

Head of C4D (Cranfield Centre for Competitive Creative Design)
l.williams@cranfield.ac.uk

VIEW CRANFIELD UNIVERSITY'S EVENT POSTER

PROBLEM

When applying UCD to sanitation, describe a problem your organization was trying to solve?

How to translate latent needs of toilet users (using UCD techniques) to derive high quality and robust Voice of the Customer (VoC) data that can be used to develop a design specification for social inclusion

 

SOLUTION

What solution did you design to solve the problem?

The development of a UCD framework to convert VoC data into a design brief
T1 → T2 → T3 → T4 ↻ (T4 connecting back to T1)

 

WHAT WORKED WELL

What part(s) of the UCD process did your organization do very well?

  • Social engagement
  • Deep dive qualitative VoC data (experiences/stories)
  • Rich data set
  • Way to logically convert Qualitative data into Quantitative
  • Traceability of VoC data and decision marking based on ethnographic data

 

WHAT DIDN'T WORK

What part(s) of the UCD process did not go well?

  • To produce 'one' outcome
  • To obtain and include change behaviour (over time opinions change)

 

TOOLS AND FRAMEWORKS

What UCD tools or analytical frameworks did you use?

  • Photographic participation
  • Ethnographic survey
  • Theme of constructs of latent needs (VoC) (frustrations, workarounds)
  • Consortia and theme clustering
  • Permits analysis
  • QFD (quality function deployment tool uses to identify and prioritize a customer’s functional requirements/needs)
  • Kelly's Grid (also referred to as Kelly’s Repertory Grid - an interview technique used to identify the ways that a person interprets or gives meaning to their experiences)
  • Morphological grid

WHAT WAS REALLY HARD

What were your biggest struggles?

  • Convincing other participants and audiences to trust in an unfamiliar process
  • Publishing VoC data as high impact journals
  • Avoiding subject bias in the interpretation of the data
  • The presentation of UCD data is equally significant to expressing the value

 

BIGGEST A-HA

What was your biggest a-ha moment?

  • End users enjoy and embrace innovation. They are given transparency of decision-making.
  • There are not enough UCD papers defining best practices to call upon
  • The persons collecting data are not always the appropriate disseminators

 

MY PIVOTS

So then what? What did you do? Discard the idea? Change course?

  • To embrace and empower others to interpret and articulate the results
  • To embrace indifference
  • Champions/ambassador presenters are critical

 

TIPS

What advice would you give other organizations?

  • Stories are critical
  • Graphical representation of complex systems can be very helpful
  • Presentation of UCD is vital
  • Bring data back to those invested