Nobody Knows What's Going On with Scott Sullivan

Research is the most important part of Human-centered Design, it's also the most difficult part. What makes it difficult, is also what makes it valuable; we're dumb humans, and we make decisions for very weird reasons, and we have no idea why we make very weird decisions. Figuring out these odd and mysterious motivations is what makes experience design work or not work.
In this talk, we'll look at many examples of teasing out weird motivations, look at specific tools to help us, and go through a step-by-step process to conduct research that actually explains why people do things. We'll also talk about why surveys don't work, why focus groups don't work, why analytics don't work, and why basing your product/service on a different product/service doesn't work, and why.