Make the idea
possible to discuss.
A concept needs enough form for somebody to respond to it. That may be a scenario, a storyboard, a simple prototype or another clearly explained piece of material.
We review the material and the question together. Differences in detail or presentation can shape the response, especially when several proposals are being compared.
Ask about meaning,
not only preference.
“Which do you like?” is a narrow starting point. Understanding what a person thinks the idea does, when it would matter and what they would need to know can be more useful to a developing product.
We distinguish reactions to a proposal from evidence of actual use. A positive response does not tell us whether someone will use the product later.
Keep the comparison
fair to the question.
Comparable materials help the study focus on the intended differences. The order, wording and amount of detail are considered during preparation, with limitations recorded where perfect comparability is not possible.
- Bring
- The proposals, intended audience, product context and decision to inform.
- Explore
- Comprehension, relevance, expectations, concerns and questions raised by the material.
- Receive
- Themes with supporting reactions, limits of interpretation and implications for the next prototype.
A better next version,
with reasons behind it.
The team readout connects the material to the design questions. It can identify a misunderstood idea, an assumption that needs examination or a detail worth making more concrete in the next version.
Prepare a concept brief