Copyright © Ellen MacArthur Foundation 2016
GUIDE
User-centred research
User-centered research helps you gain empathy for the people you are designing
for. In the circular economy, you are not only designing for a customer or user, but
also for a range of people who may sit within your extended value chain. It will help
gain a better understanding of what’s important to people each step of the way for
the product or service you are creating.
STEPS someone who might reuse your
1 Start by defining all of the material, can you meet them in
individuals that sit within your value their workspace, or a recycler in
[Link]
chain. This should include your their plant?)
potential users. Who are the people
you envision benefitting the most
4 When you speak with these
individuals, capture what they say
from this product? so you can remember them to
2 Next, create a set of questions discuss with your team. Take photos
of what you’d like to learn. Most too of things you find interesting or
importantly, see if you can come inspiring.
up with questions that look to
understand their needs. What
5 Once you’ve done all of your
interviews, spend some time with
do they experience? What could your team capturing your learnings
make their lives easier? etc. For and insights. Take turns telling the
tips, head to the Interview Best stories of what you’ve heard. (Ask
Practices guide and prepare for yourselves—what surprised you?
your conversations. How might what you learned affect
3 Set up a time to speak with these what you design? What ideas might
individuals. It’s best if you can meet these learnings inspire?)
them in their environment to gain
a better understanding of their
6 Finally, now you have your main
user needs, also think about what
world. (If you are meeting a user, circularity could offer around this
can you meet them in their home or product or service, and pair them
workspace? If you are talking with a to user needs before heading into
manufacturer, can you meet at the brainstorming.
factory? Or if you are meeting with
Copyright © Ellen MacArthur Foundation 2016
GUIDE
Key principles
of user-centred research
Empathy Prompts and ‘sacrificial’ concepts
Empathy lies at the heart of human centred Sometimes it helps to sketch up a few wild
design. It’s an effort to understand people, their ideas to show to people, even if they’re not fully
needs, why they do things a certain way and formed. They can help open up conversations
what is meaningful to them – within the context by giving people something to react to –
of your design challenge. whether it be uncovering concerns such as
Observation privacy, inconvenience or price - and are
good learnings to get early on. If you’re able
Observing what people do and how they to have a conversation in someone’s home or
interact with their environment gives you workplace try to use objects and artifacts to
[Link]
clues about what they think and feel. It also prompt deeper questions.
helps you learn about what they need. By
Learning from extremes
watching people, you can capture physical
manifestations of their experiences – what they When you’re looking for people to interview,
do and say. Because sometimes the two are think about who might be the outliers of your
different. In fact, some of the most powerful target group - those with extreme behaviours at
insights can come from noticing a conflict either end of the spectrum can sometimes give
between what someone says and what they you an indication of some of the more broader
actually do. behaviours that’ll be present in the future.
Synthesis
In-depth conversation To move from empathy, observation through
to insights and opportunities you’ll need to
Thoughts and values govern our lives but they process and unpack the things you hear and
aren’t always obvious to those who hold them. see. Get together with your team, share stories
A good conversation is key and when you’re from the field and observations, visualise what
interviewing someone, see if you can get them you can, on post its, maps, through pictures
to reflect on why they feel and act a certain etc. Bucket the information that seems related
way. Even if you can only engage with a few or similar to start spotting common themes
people for a few hours it can teach you many across what you’ve heard from different people.
actionable insights. These insights will help you form a solid base
for creating innovative solutions that are rooted
in human needs and behaviours. See if you
can translate all these insights into some clear,
compelling design challenges that your team
can work from.
Copyright © Ellen MacArthur Foundation 2016
GUIDE
Interview Guide
Having good conversations is key to understanding your current or potential
users – here’s a simple guide to get you started.
1 LET THE LEAD
CONVERSATION FLOW To help the observation feel like
Let the person you’re speaking a conversation, designate one
to lead you to what’s important to person to [Link] lead will be the
them. Use your pre-determined primary speaker and guide the
questions as a topic checklist conversation.
[Link]
to ensure you have covered
everything. PHOTOGRAPHER
Remember to ask permission before
2 MEET THE PERSON IN THEIR taking any photographs and make
CONTEXT sure they know how the photos will
Whenever possible, meet with be used. It’s good practice to keep
your users in their context. For it to share only with the project team
example, you should meet your working on your concept.
customers in their homes or NOTETAKER
environment where they would The nominated note taker should try
use your product or service and and capture a full set of notes. Write
meet suppliers and potential in the voice of the participant. Don’t
future users of materials in their be tempted to interpret the meaning
business setting. during the interview – be true to
their intent. Aim to get direct quotes
3 RESEARCH IS DONE BEST wherever possible.
IN A TEAM
Ideally two to three people will
attend each observation. It’s
difficult to take notes, snap great
photos, and maintain a good
level of conversation at the same
time. Before heading out, decide
which role each person will play.
Copyright © Ellen MacArthur Foundation 2016
GUIDE
Interview Structure
Building an interview structure
1 WHAT’S YOUR GOAL? Try to record what people are
Begin with an explanation of who actually saying, rather than
you are and what your goals are interpreting in the moment.
Keep your goals simple and open-
ended. 4 DIGGING DEEPER - TELL ME
WHY?
2 TELL ME ABOUT YOURSELF? Now you can get more specific
[Link]
Make the participant feel about the problem you are
comfortable and see them trying to solve. Ask open-ended
as an expert in the topic you questions about your topic area,
are exploring. As well as and be sure to follow up with,
understanding how they might “Can you tell me why that is
use your product or service or the important?” as often as you can.
materials in future, understand Focus more on learning about the
how they live their lives or operate participant and/or their business,
their business to explore potential to understand their real values and
areas to leverage with new ideas. needs.
3 CAN YOU SHOW ME? 5 THANK YOU FOR YOUR TIME
Seeing how people behave End by asking the participant if
may be different from what they there are any last ideas, thoughts
express in an interview situation or questions to help your thinking.
and can give you further potential Be sure to thank the participant for
clues to build ideas. Ask them to his or her time.
show you the relevant actions,
tools and spaces relevant to your
product/service, so you can see
how they do things currently. Try
prompts like:
“Walk us through your
routine for...” or “Tell us about the
last time something went...”