CONTENTS
1 INTRODUCTION 8
WHAT IS PRODUCT DESIGN RESEARCH?
What is research? 11
What is product design research? 11
Primary and secondary research 12
The iterative design research process 14
Summary of research methods 16
Product design process and methods 18
Analyzing research 19
Ethics 19
2 LOOKING
Ethnography 21
Phot© and vide© diaries 24
Shadowing 26
A day in the life 27
Personal belongings 29
Future forecasting 30
Trend spotting 31
Scenarios 32
Product autopsy 33
Sketching 34
Case Study IDEO Havaianas Tote 38
Case Study Sense Worldwide 40
Tutorial How to conduct an ethnographic study 42
Tutorial How to conduct a day-in-the-life study 44
3 LEARNING
Cultural probes 47
Competitor product analysis 49
literature reviews 50
Internet searches 51
Cultural comparisons 52
Role playing 53
Try it yourself 55
Mind mapping 56
Sampling 58
Case Study Bill Gaver's Cultural Probes 60
Case Study Adidas ClimaCool Trainer 62
Tutorial How to write a literature review 64
Tutorial How to create a great mind map 66
4 ASKING
Questionnaire and Surveys 69
Focus and unfocus groups 70
User narration 71
Interviews 72
Be your customeif/client 73
Brand DNA analysis 74
Market and retail research 76
Image and mood boards 78
Perceptual mapping 80
Personas 81
Product collage 82
Extreme users 83
Case Study Hector Serrano and Victor Vina's netObjects 84
Case Study Seymourpowell, Axe/Lynx brand DNA 86
Case Study MJV Tecnologia e Inovacao SMA Coach 88
Tutorial How to write a great questionnaire 90
Tutorial How to conduct great interviews 92
5 MAKING 95
Sketch modelling 96
Mock-ups 98
Paper prototyping 100
Quick-andl-dirty prototype; 101
Experience prototyping 102
Appearance models 104
Empathy tools 106
Bodystorming 107
Rapid prototyping 107
Case Study Dyson vacuum cleaners 110
Case Study 0X0 Good Grips kitchen utensils 112
Case Study Pili Wu plastic ceramics 114
Tutorial How to conduct experience prototyping 116
Tutorial How to do quick-and-dirty prototyping 118
6 TESTING
Scenario testing 121
Usertrialrils 122
Materialtesting 126
Safety testing 128
Case Study MINI E all-electric car 130
Case Study Berghaus Limpet system 132
Case Study Building a test rig 134
Tutorial How to run a great user trial 136
7 EVALUATION & SELECTION
Choosing the right methods 139
Checklists 140
External decision making 141
Intuition 142
Crowdsourcing 144
Product champions 145
Matrix evaluation 146
Case Study Seren downloadable service design 148
Case Study Land Rover DC100 Defender 150
Tutorial How to conduct a matrix evaluation 152
Tutorial How to write a checklist (PDS) 154
8 COMMUNICATING
Preparing a presentation 157
Ten lips far a great presentation 158
Report creation 160
Presentation visuals and models 162
Presentation guidelines 162
Engaging the public 164
Case Study AMO/Rem Koolhaas Roadmap 2050 project 166
Case Study Konstantin Grcic, Serpentine Gallery 168
Tutorial How to create a great research presentation 170
Tutorial How to create a great research report 172
Summary 176
Glossary 178
Resources 181
Index 184
Picture credits 191
Acknowledaments 192