HUMAN

CENTERED
DESIGN (HCD)
D I S C O V E R Y S TA G E
F I E L D G U I D E V. 1
2 Human-Centered Design: Discovery Stage Field Guide 3

Purpose of This Guide Table of Contents

This Human-Centered Design Discovery Stage Field Human-Centered Design . . . . . . . . . . . . . . . . . . . . . . . . 4
Guide is a teaching tool and a reference guide. It was
originally created for Veterans Experience Office Working With HCD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
(VEO) by Insight & Design, a team within VEO that
Discovery Cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
has expertise in Human-Centered Design (HCD). This
guide was later adapted for use across other agencies How Might We... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
through a partnership between GSA’s Office of
Customer Experience and The Lab at OPM. Recruitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

HCD is a qualitative research method that helps Plan the Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

groups solve problems and seek solutions in a way
Visualizing the Interview . . . . . . . . . . . . . . . . . . . . . . . 16
that prioritizes customer needs over a system’s needs.

During the Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

HCD involves four key phases of work. This guide
solely focuses on the first phase, called the Discovery Synthesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
phase, or simply discovery.
Finding Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Discovery provides an opportunity to carry out an
ongoing and high-priority assignment by using Insights to Opportunities . . . . . . . . . . . . . . . . . . . . . . . 24
the teams best equipped to conduct on-the-ground
Present Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 26
qualitative research.

What’s Next . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
This guide offers step-by-step guidance on how to
conduct HCD discovery and then synthesize the Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
research findings, towards the goal of helping your
agencies identify opportunities to improve service. Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
The qualitative data can also help provide a more
Sample Consent Form . . . . . . . . . . . . . . . . . . . . . . . . . . 33
nuanced perspective of the quantitative data that is
collected and interpreted.

In a broader sense, this guide also enhances the

understanding and practice of HCD throughout the
Federal Government. Use the tools and techniques
within this guide to build a better understanding the
problems your agency is facing, whether through
mastering the process individually or identifying
the right internal or external partners who can help
deliver your agency’s mission.
4 Human-Centered Design: Discovery Stage Field Guide Introduction / HCD 5

Human-Centered Design
What is HCD? HCD in Practice
Human-Centered Design (HCD) is a problem-solving framework that Another example involves rethinking USDA’s application process for free and reduced lunch for low-in-
helps make systems and products more responsive to the people, or come students. By leveraging HCD techniques to identify issues and simplify the form from 5 pages to 1
the customers, who use those systems and products. It requires rigorous page, USDA anticipates a system-wide savings of $600M over 5 years. Following that initial effort, USDA
qualitative research and it directs that research towards the goal of utilized rapid iteration through a challenge platform to create a digital prototype available to districts
deeply understanding the needs, insights, and emotions of customers. nationwide in order to create greater cost savings and efficiency as well as a better experience for parents
By using Human-Centered Design, we can focus our time, resources, and program administrators in the future.
and energy on solutions and innovations that make service delivery
effective, easy, and in tune with the emotions of our customers.

HCD involves four phases of sequential work: discovery, design, delivery, Guiding Principles Keywords
and measurement. HCD is also cyclical. Once a design solution is When engaging in Human-Centered Design (HCD) These keywords embody the Guiding Principles of
launched, we measure its effectiveness against initial and intended Research: Human-Centered Design:
aims, and then we continually tweak it, thus improving the solution
over time. HCD recognizes that people and their needs are dynamic
and changing and so our solutions are dynamic and changing.
1. Listen deeply for what people say they want
and need and how they may be creating
Empathy
DESIRABILITY LENS
The Desirability Lens, popularized by the
workarounds to meet their needs.
No wrong ideas
design consultancy, IDEO, illustrates that
2. Listen for the root causes that inform the
Human-Centered Design should focus
at the intersection between of what DISCOVERY DESIGN DELIVER MEASURE attitudes, behaviors, and beliefs of the Yes, and
customers want (DESIRABLE), what is people you’re interviewing.
possible with current means (FEASIBLE), Collaboration
and what is capable of working within 3. Be aware of your own internal biases
constraints (VIABLE).
or judgments. Inclusion
HCD allows us to understand the types of experiences customers want
4. Fail early; fail fast; fail small. Know that
iteration is learning.
Innovation
from a system, product or service. We refer to the customers’ desired
DESIRABLE
experience as the “front stage” of the design effort. HCD also helps us
5. Learn first, don’t jump to solutions. Iteration
craft the processes that creates those desired experiences. We refer to
this behind-the-scenes work as “the back stage” of the design effort. 6. Be inclusive and make sure you’re always Throughout this guide, you may encounter words
By tending to the front stage and the back stage, HCD allows us to put hearing multiple perspectives. This goes or concepts that are unfamiliar to you. Definitions
VIABLE FEASIBLE
the customer at the center of our design development. for researchers and research subjects. and explanations can be found in the glossary on
pages 30-31.
The HCD approach has already created immense value in advancing 7. Be flexible in your thinking and plans. Adapt to
agency missions. For example, redesigning USAJOBS, the hub for changing conditions. Sometimes unexpected
federal hiring where nearly 1 billion job searches are done annually events or even kinks in the process can open
by over 180 million people, has resulted in a 30% reduction in help the door to key insights or findings.
desk tickets after the first round of improvements. Not only does this
reflect an easier experience for those involved in the hiring process,
this change also creates savings in support costs.
6 Human-Centered Design: Discovery Stage Field Guide Introduction / HCD 7

Working With HCD

PURPOSE Basics of the HCD Approach
This section provides a brief concep- Human-Centered Design is grounded in empathy and understanding. DISCOVERY DESIGN DELIVER MEASURE
tual background for Human-Centered It begins with observation and research. We hear from people in their RESEARCH IDEATE REFINE FEEDBACK
Design (HCD). While not exhaustive, this
summary explains that HCD is a rigorous
own words, in order to gain an understanding of what they want, SYNTHESIZE PROTOT YPE BUILD ANALYZE
social science methodology used by expect, and need from a system, product, or experience. DEFINE TEST IMPLEMENT IMPROVE
groups in the public and private sectors
to understand complex, interrelated
problems and then craft dynamic HCD and LEAN
solutions.
HCD and LEAN complement each other. HCD is based heavily on
qualitative research, while LEAN is quantitative. LEAN enacts the first
Checklist two Es of customer experience: Ease and Effectiveness, very well. HCD
¨ Review the HCD Discovery Guide.
also enacts Ease and Effectiveness, but adds the third E, Emotion,
¨ Ensure your team and leadership is HCD Process Discovery
aware that your team is using HCD. into the process, through an understanding of human needs, and
HCD is a cyclical process that moves from the In the first phase, the focus of this guide, you will
¨ Review any other references you identification of the desired experience.
discovery phase, through a detailed design phase, become an expert in the context for your design
may have read in the past that seem
applicable to this project. flows into the deliver phase for evaluation and project. You will build a problem frame. You will
The two methods LEAN HCD
¨ Review and take stock of past iteration before finally entering the measurement observe situations and talk to people. You will
complement each other.
efforts that are relevant to your challenge your assumptions and bias by going to the
HCD helps to define phase. It begins with empathetic or sympathetic
current project. What previous work EASE
engagement and research. We hear from people in source and being open to what you see and hear.
has been done in this area? Can you the desired customer
measure the effectiveness or validity experience front-stage, their own words, so we may gain an understanding
Design
of these past efforts? If you find pre- E F F EC T I V E N E S S of what they want and need from the agency.
and then LEAN can be With your insights gathered and opportunities
vious work to be effective and valid,
how will you integrate those findings used to architect the defined, you will start to build prototypes and work
By using HCD in our work to improve agency
into your current project? backstage to deliver on EMOTION through design ideas. You won’t try to perfect these
services for our customers, we can identify inno-
that desired experience. too soon. Instead, you will prioritize iteration,
vations or solutions that are desirable, feasible, and
REFERENCES viable. Then, we design the solution, launch it, and testing with customers, and making incremental

measure its effectiveness against our initial goals. refinements. Build, test and repeat.

Additional Research Methods If the solution falls short of those goals, we make
Deliver
Additional social science research meth- “What people say, and what people do, and what people say they revisions based on further feedback from users
After prototyping and testing, you’ll be ready to
ods are abound. They all drive towards do are entirely different things.” and test it again. This dynamism is inherent to
finding the truth of situations or the core finalize your design, bring it to life, and share it out
-Dr. Margaret Mead, Anthropologist the HCD process. HCD solutions are for people and
causes of problems. You can find more into the world. You will work with stakeholders to
on social science research methods via: situations who are dynamic and changing, so the
plan the logistics around the launch. You’ll also set
https://iriss.stanford.edu/ solutions are also dynamic and changing.
goals and expectations for the design.
Human-Centered Design and other qualitative research methodologies
Measure
investigate and help sort out the root causes of conflicts like the one
In the Measure phase you will learn about how your
above by Dr. Margaret Mead.
design solution is performing. You will get quan-
LEAN and other quantitative methodologies allow for the titative and qualitative feedback to learn if you are
understanding of current system states and the rational correction meeting your goals and expectations. You will also
of mechanical and nonhuman inefficiencies in systems. be able to improve your design.
8 Human-Centered Design: Discovery Stage Field Guide Introduction / Research Cycle 9

Discovery Cycle
Step 1: Project Brief Step 4: Plan your research logistics
The project brief is the initial ask, expressed interest, or With your participants lined up, plan out the rest of the
situation to study. This can come from leadership, one of research logistics. Reserve a space, gather the tools, draft
your partners, or from your own experience or inquiry. questions, and establish roles for the team. Read more
Read more about Project Briefs on pages 10-11. about planning on pages 10-11 and 14-15.

Step 2: Create a frame of inquiry Step 5: Do the research

As the participants move through your frame
A frame of inquiry, or the “How Might We” question,
identifies and frames the issue or the situation you are
BEFORE of inquiry in their own way, remember that
their perceptions and approaches are valid
exploring. Use the “How Might We...” prompt to frame
your area of inquiry. Read more about framing and HMW reflections of their reality. That is what you DURING
questions on pages 10-11. want to understand. Read more about doing
the research on pages 16-19.

Step 3: Recruit research participants

Work within your network (both inside and outside of your
agency) to find participants who meet your criteria. Look
1. BRIEF 2. FRAME
closely for participants whose life circumstances and
experiences align with your frame of inquiry. Read more
about recruiting on pages 10-11. PA R T I C I PA N T S

3 . R EC R U I T 4. P L A N

Step 6: Synthesis
Synthesis happens after your team has finished the

STA RT Step 9: Reframe (if needed)

interviews. Now, all members of your team come together
and collectively review and analyze the information
Often, after your first round of research you’ve gathered. Now is the time to step back, take
and synthesis, you realize how much you stock, and tease out common themes and patterns. Step 7: Opportunities
didn’t know about what you didn’t know. Read more about synthesis on pages 20-21. Insights will emerge during synthesis. The
Though it may not feel like progress, it is.

REF R A ME Sometimes, at this stage, you also decide

to adjust your “How might we…” question
best and most relevant ideas, quotes, and
observations, will rise to the top. These can
become fields of opportunity to explore.
A F T ER
to one that more accurately captures
Read more about Insights on pages 22-25.
your findings in this initial phase of
research. You may also decide to engage
in additional rounds of research.

DESIGN
PH ASE SY N T H E S I S OPPORTUNITIES Step 8: Present
Now is the time to communicate your findings to
Once your team has completed the research, stakeholders and leadership. Know your audience and
synthesized the results, presented it, and have tailor your presentation accordingly. Read more about
support to move forward, then the next step in presenting on pages 26-27.
the Human-Centered Design process is Design.

PRESENT
10 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / Before / Brief and Frame 11

How Might We...

PURPOSE
BEFORE
This section helps you begin research. It Introduction Frame Your Inquiry
provides details about how to frame your
inquiry and how to tend to logistics. Preparing for a successful discovery research Take time to frame a guiding question that will
effort takes time and step by step planning. become the foundation of your research. When
You’ll want to have a few key things lined up the FDA sought to align their testing standard for
Checklist
before you begin. Doing so helps pave the way facemasks with testing standards for the same
¨ Secure a private meeting space and
meet with your team. for a smooth start. product managed by another federal agency,
¨ Review your project brief as a team. 1. BRIEF 2. FRAME
the problem was initially framed as a technical
¨ Brainstorm and generate a list of
negotiation between scientists. However, during a
“How might we…” (HMW) questions
that provide a frame of inquiry. co-design session it became clear that comfort was
¨ Test each HMW question, or a critical factor that was missing from both testing
proposed frame of inquiry, against
Get Organized as a Team
standards and needed to be included in the problem
what you want to learn. Does the Assign roles and responsibilities of team members.
frame. This recognition of what was missing led a
HMW question strongly align? Key roles for HCD discovery include:
As a team, select the HMW that family of problem frames that would take the effort
3 . R EC R U I T 4. P L A N
will now guide your research. in new directions.
¨ Ensure your HMW question is open • Project Managers recruit, schedule interviews,
enough that it can accommodate a confirm interviews, gather/store consent • How might we reduce redundancy between
variety of solutions.
forms, gather/store raw and synthesized data, agencies that regulate the same product?
communicate with stakeholders
• How might we incorporate comfort into the
REFERENCES
• Design Researchers select research strategies for testing process for manufacturers?

gathering qualitative data, conduct interviews,

What is a “How Might We” question? VA CENTER FOR INNOVATION HCD TOOLKIT • How might we understand the broader
lead synthesis, and facilitate efforts to identify
For this method of discovery, a “How experience of using facemasks?
Might We” (HMW) question serves two
purposes. First, it is the frame of inquiry “Tighter framing the most relevant design opportunities.
Select a question that is broad enough to encompass

directly correlates with

of the research. And second, a HMW
• Research Assistants takes photographs and the full shape of the issue you want to research but
question should spur and inspire the
team. The words have meaning. Might is gathers audio recordings of the interviews. defined enough to keep your research focused and
on-track.

a more meaningful,
open, something to play with. Compare
this to the word ‘should’ which puts
undue pressure and narrowing on the
Select Your Research Strategy Secure Allies
targeted solution.”
research from the start.
Discuss and select your methods for gathering Enlist supporters after your team has selected a
Examples of HMW questions from VA: qualitative data. The key method that discovery guiding question. Align with your allies before you
How might the Veterans Experience research requires is in-depth interviewing. Ideally, recruit participants. Secure allies by reaching out to
Office (VEO) help district team members
you are interviewing participants for an hour or people in your network (in and out of your agency)
to best serve and support local Veteran
communities? more (if time allows) in their homes, workplaces, who could have an interest in this research. By
or other sites where they feel comfortable (such as making others aware of the work ahead, your team
How might the Veterans Health
Administration (VHA) better understand in a coffee shop). Consider using additional research helps build consensus and goodwill around the
what Veterans expect and need from strategies to supplement in-depth interviews, such project. This goodwill is key to moving the project
primary care? as spending time observing people in their world. forwards in a smooth and successful manner.
12 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / Before / Recruitment 13

Recruitment
PURPOSE
Smart recruitment will determine the
Principles Methods
legitimacy of your research and, by
extension, the success of your project.
This section provides tips for smart Finding and Recruiting Screening Candidates Identifying Participants
recruitment.
The focus of your research project determines who you recruit and how One way to discern whether an individual is a Give those who are doing the recruitment a clear
many people you recruit. Additionally, your recruitment effort should match for your research topic is to have a short picture of the kinds of participants you are looking
Checklist aim to capture a wide net of perspectives on the issue that is the focus conversation with them. Ask them to tell you their for. For example, if your research topic involves
¨ Involve your allies and supporters. of your discovery research. Consider recruiting people of different story. Use open ended questions, like, “Can you tell geriatric care from VA, you are recruiting
They can be key to finding participants
service branches, ages, ethnicities, genders, and life circumstances so me a time when...” or simply, “Tell me about a day participants who receive this care.
who are the best match for your
research project. as to capture a breadth of experience and perspectives in the life at your agency.”
¨ Inform your participants at the point
of recruitment that they have the This also gets directly into the touchpoints or Scheduling Interviews
right to withdraw from participation Partnerships pain points you may want to study. Questions like Once participants have been screened and selected,
at any time for any reason.
Partner with the facility, union(s), and/or organization you’re this ensure that you identify participants whose it is important to keep them informed about their
¨ Guard against recruitment that
results in participants who all sound studying. Find a point of contact who can help you recruit research experience is pertinent to your work. It’s fine if the participation at key touchpoints in the interviewing
the same or bring to the table the participants. Be clear with them about your needs. Communicate with individual is not a strong match. It saves your time process. If possible use their preferred method of
same perspective. Course-correct your partners consistently to ensure that they understand who you’re and the individual’s time. Thank them for their receiving communication (be it a phone call, email,
and ask those doing recruitment to
widen their search.
researching and what you need to complete your research. interest in the project and for sharing their story, or text) to contact them when the interview date is
and ask if they are open to you contacting them in set, and also give them a courtesy reminder a day in
the future for other research projects. advance of the interview.
REFERENCES
Qualitative Research and HCD
People familiar with quantitative research look for statistical signif-
icance. Qualitative research is different. Acknowledge this difference Problem Research Participants
Health and Human Services Example
A grant program that provides education with any quantitatively-based partners. Discuss with them how usable
Improve the application Job candidates,
and training for low income individuals insights from the qualitative side give color and human insight to
in the healthcare field was seeking process for Federal job HR professionals,
the quantitative data to which they have access. While quantitative
ways to improve collaboration between candidates hiring managers, agency
data informs service effectiveness quite well, qualitative data leads
instructors and the local grant programs program leads, college
that are funding student education to services that are easy, effective, and emotionally resonant and can career offices, agency
in hopes to encourage student come from any individual. We don’t need huge sample sizes to find heads, policy specialists,
persistence. usable insights. back-end system
Types of people interviewed: administrators
• Program Participants (students)
• Job developers
• Case managers
Small sample, big opportunity Simplify the process for Small business owners,
• Program Directors Proctor & Gamble’s Swiffer product was the result of design small businesses selling business development
• Instructors goods and services to professionals, contracting
researchers observing a cleaning workaround done by one
• Representatives from partner the Federal government officers, program
woman in her home—she wrapped paper towels around a broom.
organizations (workforce boards, managers, agency
social service agencies, non-profits, Observation of even one person can lead to a product or service
contract/schedule leads
etc who provide other supports to that resonates with millions.
students)
14 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / Before / Plan 15

Plan the Interview

PURPOSE
This section outlines what you’ll need to
Prepare Research Conduct Research
do immediately before you conduct an in-
terview. By tending to these logistics in
advance of the interview date, you free Review Materials Pair Up Equipment
up more time to focus on your research
Prior to the research session, review your project brief and “How Conduct your research in pairs. Identify the person The equipment for this kind of research is simple
method and approach.
Might We” question. Review participants names, titles, and any who will ask questions and the person who will and low-tech. Don’t bring your laptop into an
background information you may have. take notes. The interviewer should focus on the interview unless absolutely necessary. And do
Checklist
interviewee and the notetaker is there to support not use it to take notes. Instead, notes should
¨ Try to meet with participants at their
and document the interview. Introduce yourselves, be hand-written. If you have received consent
home, work, or a place where they Ensure Informed Consent
feel most themselves, such as their explain the consent form, and ask the participant to capture audio, use a recording device, such as
local library or coffee shop. All participants must be given the opportunity to provide their official to sign it. The notetaker can secure the signed form. a smartphone. Reserve a quiet, private room or
¨ Pack bottled water for you, your consent-to-participate in the research project. They also must be wherever your participant feels comfortable. This
participant, and your teammate(s). given the opportunity to withdraw from the study. Different kinds of
¨ Have at the ready multiple copies of
may be in the participant’s home, at office, or in
research may require different kinds of information disclosure and a public place of the participant’s choosing. No
the Informed Consent Form.
¨ Review your participant information participant consent. Standard consent forms are one to two pages. matter where the interview takes place, try to create
one more time. Page one will cover project details. Page two will cover permissions to a safe, comfortable, and quiet space where your
¨ Take a moment for yourself, whether document the interview and participant signature. A blank copy of a
in the hallway, or interview space participant can speak honestly about the subject.
to clear your mind and focus on the
‘page 2’ can be found on page 33 of this guide. You can create your own
interview ahead. or use this one.
¨ Arrive early to the interview site. Quiet room, private or public

Mentally Prepare
REFERENCES
Reflect on the following key HCD beliefs before you begin
Below are a few examples of currently
used research methods that seek to the interviews:
understand people in their contexts
and elicit their experiences, wants, 1. The participant is the expert in their own experience. We want to Notepad Smartphone
and needs. observe and listen to them so as to understand their experience.

2. The insights of participant are facts as they believe them to be.

Design Ethnography
Helsinki Design Lab’s field guide
There are no wrong answers in the interview.
to ethnographic research: http:// Interviewer Interviewee
www.helsinkidesignlab.org/pages/ 3. We approach the participant ready to hear their story and their
Camera/Video
ethnography-fieldguide perspective. Before the interview, we check at the door our own Questions/prompts recorder
assumptions and internal biases.
Intercepts
4. We are mentally present and focused in the moment and on the
Behavioral scientist and researcher,
Stephanie Habif, wrote a brief guide to participant.
Intercept interviews: h
 ttps://medium.
com/behavior-design/using-intercepts-
to-know-your-humans-9cdbf24037ff#.
mjp45212o Note-taker Observer (optional) Consent form Pens/Pencils
16 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / During / Visualizing the Interview 17

Visualizing the Interview

REMEMBER: You represent your agency and you are there to listen and document the participant’s
experience. You have an opportunity to make the participant feel heard and understood by your agency,
PURPOSE
This diagram is a visual representation which will go a long way. During the interview, be present and stay focused on the participant and their
of the path of a typical HCD discovery story. Remember to “Own the Moment”. That is most important.
interview. We invite you to use it as a
guide for your own interviews, if you
find it helpful.

E X PLORE
Checklist
¨ Give introductions enough time and
EM OT IONS
breathing room. Participants may
want to spend some time getting to
know you before they open up to you.
¨ Share the purpose of the interview
with your participant.
¨ Confirm that they understand
the purpose.
E VOK E QU ES T ION
¨ Tell them to let you know if you ask a S TORIES S TAT EMEN T S
question they don’t understand.
¨ Smile and make eye contact.
¨ Be silent if the participant seems
to be thinking or mulling something
over. Allow them time to think. Get
comfortable with long pauses.
¨ Be mindful of the participant’s comfort
level. Pull back when necessary and
go in deeper when possible.

BUIL D 
REFERENCES R A PP OR T T H A NK YOU 
Stanford d.School
& W R A P UP
The diagram to the right, adapted from
Stanford’s d.School, represents a
path you may follow when conducting
IN T RODU CE 
an interview. If you’d like to learn more, PRO JEC T
please find additional information on this IN T RODUCE 
model at: https://dschool.stanford.edu/
wp-content/themes/dschool/ method-
YO U RS EL F
cards/interview-for-empathy.pdf

TIME
18 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / During the Interview 19

During the Interview

PURPOSE Be Fluid
This section explains how you, as the Interviews should be planned and questions scripted. During the DURING
interviewer, will ask questions that help
interview itself, consider your interview script as a compass that
guide and ground the conversation and
that help reveal the participant’s view- guides you. Feel free to go “off script” or change the order of questions
point on the research topic at hand. if you feel that will benefit the conversation and research.

Checklist Ask Open-ended Questions

¨ With pen and notepad in hand, jot
Allow participants to answer in their own unique way by asking them
down interesting words, phrases, or
metaphors. (Interviewer) easy to follow, open-ended (as opposed to yes-or-no) questions. PA R T I C I PA N T S
¨ Position yourself at an angle to the
participant, so you’re not facing
them straight on. (Interviewer)
Use The 5 Whys
¨ Speak slowly so as to give yourself Use the 5 Whys strategy to help clarify the conversation during those
time to think. This also helps put your moments when your interviewee speaks in generalities or uses ambiguous
participant at ease. (Interviewer)
¨ If you hear an interesting word used,
words like “fine”. The 5 Whys strategy is simply this: ask your inter-
ask about it, even if you’re not sure viewee “Why do you say that?” or “What does “fine” mean to you?.”
where it will lead you. (Interviewer) Do this 5 times in a row, building off each of their answers.
¨ Be aware of your interviewee’s tone
and body language. Read the signs
and pivot if you notice discomfort. Know When to Pivot
¨ Listen intently, and transcribe the
interviewee’s answers verbatim (as Stay mindful of the situation and purpose. Use what your participant
possible). Do not paraphrase. Listen says as direction on where to go in the interview. Ask yourself: Is this
for strong or interesting quotes.
part of the conversation informing the challenge or HMW question? Sample Questions
Mark them for later (Notetaker).
Can it inform the question if I continue this line of conversation Additional ways to get at The 5 Whys:
further or should I redirect my approach? If a participant embarks on
What experiences motivated you to take part in
REFERENCES an interesting tangent, use your best judgment to surface insights that
this project?
might inform your research.
Additional Research Methods How do you feel about that? (Listen for feelings,
There are several other strategies for versus thoughts)
gathering qualitative data. They include,
Close the Interview at the Right Time
but are not limited to, the following: How long is enough? Tough question. The answer is that you’ll get a What do you think about that?
• Shadowing: The researcher acts better sense for this with practice. You need enough time build rapport
like a “fly on the wall” quietly Tell me about that.
and allow the participant to open up and share their story.
observing the participant as they
move through their day. That’s an interesting thought; can you help me
• Guided Tour: The researcher Good interviews can be draining for the participant and for the
understand what you mean by that?
arranges for the participant to walk interview team. It’s important to respect people’s time and wind down
and talk them through a tour of the interview in a timely manner. Don’t go over the planned time Why do you think that?
the their workplace, home, or daily
frame. If an interviewee seems tapped out before the scheduled end,
activities. Learn more through this
gently close out early. Always thank the person for their time. Provide Why do you think it’s like that?
link: http:// www.designkit.org/
methods follow up information as necessary, such as contact details.
20 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / After / Synthesis 21

Synthesis
PURPOSE
This section helps you prepare for
Introduction Goals
synthesis and provides guidelines
for doing synthesis. For a visual Synthesis is when the team of researchers comes together, brings Find Root Causes On Collaboration
representation of synthesis, see
to the table all of the interviews and qualitative research they’ve As our Guiding Principles (p. 5) state, finding the You do synthesis with other people.
the graphic to your right.
gathered, and looks for patterns and themes across the research. root causes of attitudes, feelings, or behaviors are It could be one other person or many
In some situations, you will be doing synthesis in your research pairs, some of the key insights we drive towards in HCD people.
Checklist
while in other situations, you will bring your synthesized research to a discovery. If your research has been directionalized
¨ Secure a conference room to work.
¨ Have sticky notes and markers.
larger group for further, cross-group synthesis. to understand why something is the way it is, then Synthesis is not brainstorming but the
¨ Assemble the research team. the root cause, or the reason why, will be discovered two can look and feel similar. Synthesis
¨ Review your Project brief. Think of synthesis as a group effort to filter all of your field data is always guided by a larger research
during this synthesis phase.
¨ Have copies of all raw notes. through the lens of the Project Brief. See the model below for a question or topic. You collaborate,
¨ De-brief with your partner visualization. We take the individual interview or workshop or
immediately after the interview process information, document, and
observation, and during synthesis, we look at them through the single,
if you’re able to.
¨ Have scrap paper or sticky notes
to jot down a few quotes from your
project brief lens, in order to focus the research together according to
patterns, similarities, or dissimilarities.
Synthesis refers some cases generate ideas. The following
guidelines from Ideo.org’s Design Kit, are

to analysis and
useful to keep in mind during synthesis.
subject that really caught your ear.
¨ Have a camera or smartphone with
SYNTHESIS PART 1: Defer judgment: Be open to any and
camera. You’ll need to take photos of

interpretation in
Look at your research through
your stickies and analysis before you the lens of your Project Brief. all observations and ideas from anyone.
take them down from the walls. Resist the urge to judge or edit others

HCD research.
¨ De-brief with your larger design RESEARCH or yourself.
team nightly when you’re on the road
for research, if possible, while the
interviews are fresh in your mind. Build on the ideas of others: Listen and
RESEARCH
encourage others. Think of how you can
add to others’ ideas and support them.
REFERENCES
RESEARCH INSIGHT
Stay focused on the topic: Keep the
Example from VA
A F T ER greater purpose in mind. Know the
Sometimes in-depth synthesis is RESEARCH scope of the synthesis and stay
needed to narrow to the core insights. in bounds.
And sometimes a key insight can
surface quickly. For example, qualitative RESEARCH
One conversation at a time: Be present
research on the MyVA-311 support line
in the moment. Give your full attention
revealed the insight that Veterans who
call the 311 line in a time of distress to the person speaking and listen first.
will more likely hang up if told to call a
separate number. That insight prompted SY N T H E S I S OPPORTUNITIES Go for quantity: This applies when
a change: now Veterans who call the We take the interviews, findings, and qualitative research data you are either transcribing things you
311 line during a time of distress are collected, and we filter them through the Project Brief lens, in order learned or when you’re generating ideas.
automatically routed to the support
to identify data that is most relevant to the research topic. Then, we You can edit later.
they need.
reflect on the relevant data and work to identify common patterns
or trends.

PRESENT
22 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / After / Insights 23

Finding Insights
PURPOSE What’s an Insight? How to Find Insights?
This section provides methods for
finding insights. We recommend that
you use at least two methods to parse “Insight” is how we refer to a theme or pattern across research in the
Process 1: Sorting by Action Process 2: Clustering
your research in order to see multiple • Make quadrants on a wall or window in your • Write words and phrases that resonate from the
HCD process. Identifying these takes time, reflection, and patience.
patterns and themes.
work space. interviews onto pieces of paper or sticky notes.
You may ask yourself, “Is this an insight?” or “Is what I’m saying
Checklist too small to be an insight?” or “Is what I’m saying too general?” No • Sort the words and phrases from your research • Cluster the notes that seem somehow similar
¨ Select at least two methods that are matter. Contribute your thought to the conversation and see where into what participants are Doing, Saying, on a wall or window so you can step back and
most applicable to your research and Feeling, Thinking. This method highlights look at them in groups.
it goes. This is not the time to hold back. This is the time to put all
use those to parse your research.
reflections and wonderings out on the table for the group to explore. different relationships between the research
¨ Invite each person in the room to • Name the clusters according to how you and the
contribute, especially if one or two terms than is possible through the earlier
people seem to be dominating the methods. team have naturally started to refer to them in
conversation. your conversation.
PARTICIPANTS’ EXPERIENCES, • Step back and see if you can glean any addi-
PERCEPTIONS, & IMPRESSIONS • Identify quotes that support each theme.
tional insights from this new way of looking at
THE SET UP
your research.

Environment and Materials

Find a quiet space where you and your
Process 3: Concept Mapping
team can talk and interact over the • Write key words and phrases from interviews
course of a half-day or day. Make sure on a whiteboard or large piece of paper.
INSIGHTS
this space has tables or desks, adequate DOING S AY I N G
lighting, and, ideally, clear window and
• Draw lines or connect related concepts,
wall spaces.
Have on hand the following supplies: processes, and/or behaviors and describe
pens, paper, and tape. Also helpful to the nature of the relationship.
have are sticky notes, markers, and
presentation-style paper tablets or rolls. • Use arrows to start mapping the relationships
The visual aids you make with these
to flow between those concepts, processes or
materials will help you sort, arrange, and
rearrange your research findings so as to FEELING THINKING behaviors. For example “when this happens,
find patterns and trends. then this happens.” Remember this is
according to what your research tells you not
according to what you think is right or best.
SPECIFIC GENERAL
Having Trouble Getting Started?
Use the Rapid Fire Recall method. Using
only single words or short phrases (no Insights live right in the middle of the experiences, perceptions, or
long sentences), quickly write down impressions you heard from your participants.
everything you can remember about
the interviews and other data gathering The sweet spot is where the participant experiences, perceptions,
efforts. These can be words, phrases,
and impressions are neither too specific nor too general. Generalities
gestures, or movements.
are often already known, while unique experiences, perceptions, or
impressions might not have resonance across your agency’s customers.
24 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Cycle / After / Insights to Opportunities 25

Insights to Opportunities
PURPOSE Identifying Opportunities
HCD
This section introduces you to the “Opportunity” is the term we use in HCD to refer to areas of need in LENS
concept of harvesting opportunities
our service offerings.
from insights. We visualize opportunities
using the lens metaphor once again (see
diagram on opposing page).
You find opportunities by viewing your insights through the lens of FIELD OF OPPORTUNIT Y
HCD. See the model to the right for a visualization.
INSIGHT

Checklist
¨ Have a snack and a break between Why Find Opportunities?
uncovering insights and defining INSIGHT
opportunities
We work to identify opportunities because they reveal real needs that FIELD OF OPPORTUNIT Y
¨ Remember: it’s okay to feel tired. we heard expressed by participants during the research phase.
This is mentally exhausting work.
INSIGHT
¨ Invite each person in the room to Let’s be clear. Opportunities are not solutions. Opportunities pave the
contribute, especially if one or two way towards solutions. Opportunities identify an area within a service
people seem to be dominating the
conversation.
system that needs to be addressed and made better. Opportunities FIELD OF OPPORTUNIT Y
INSIGHT
¨ Build off of each other’s ideas. Even identify the exact problem we’re trying to solve.
if an idea seems off at first, play it
out; it could lead to an important Once an opportunity is identified, we can either extend the team’s
INSIGHT
point or opportunity. The ugly duckling support to address that opportunity or we can share recommendations
could, through group synthesis, FIELD OF OPPORTUNIT Y
transform into a swan.
for addressing the matter with our internal and external partners. By
identifying and pursuing opportunities, your agency can apply energy
and resources to those areas with the highest need and/or to those
REFERENCES areas that could have the maximum positive impact on the lives of
your customers.
Example from VA
During the 2016 HCD Discovery Sprint,
we found the insight that VA Medical
Centers (VAMC) are separated and Insights and Opportunity for VHA Opportunities Can Look Like:
siloed. In response, we found that the Researching the patient experience within VA’s healthcare system yielded insight
• Touchpoints: This is where the research team • Best Practices: This is where the research team
opportunity for the Veterans Experience into a service expectation gap between patients and physicians. Rather than
Office (VEO) in this instance to be a con- thinking of doctors by their specialty, patients considered the doctor they saw maps specific points wherein the customer or identifies where in the agency people are doing
tinued evolution of and emphasis on the most often to be their primary care physician. As an illustration, this disconnect employee interacts with the agency. it right, towards the goal of spreading these
Community Veteran Engagement Board created frustration when a patient could not get information from a podiatrist they best practices more broadly.
(CVEB) network. In this, we can best use saw monthly that was held by a general practitioner they saw annually, and pointed • Root Issues: This is where the research team
VEO’s enterprise level reach while at the to opportunities to make medical information more universally accessible.
identifies the root cause of complicated chal- • Pain Points: This is where the research team
same time strengthening local net-
works and, eventually, alleviating siloing lenges, even if the root cause is multifaceted identifies where the customer or employee
between VAMCs. and complex. experiences a problem in the system.

• Important Moments: This is where the research • End-to-End Experience Mapping: This is
team identifies those moments that matter most where the research team maps out the end-to-
to customers as they interact with the agency. end customer or employee experience journey.
26 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / After / Present 27

Present Opportunities
Communication
PURPOSE Introduction Presentation A Format
The section details how the research
When preparing your opportunities presentation to your key audience, Lead your audience through the discovery work. Communicate your findings clearly and concisely by
team can effectively communicate their
research findings to key audiences and remember that you are taking them on a short guide through your First, take them briefly through the research listing the insights you found and the opportunities
explain how the research findings lead research effort. Be sequential in your presentation and help your process. Next, walk them through the synthesis that came from them.
to opportunities. audience connect the dots. This method of presenting to the group and the insights gleaned there. After that, explain
keeps the presentation clear and it validates the opportunities. how the group filtered all the insights through the Consider using the model below as one way to share
Checklist project brief to uncover opportunities. your findings to the audience. By deciding upon a
¨ Review your Project Brief and frame standard communication method at the outset of
of inquiry. Storytelling Your project brief — the focus and purpose of the your project, you help ensure that members of the
¨ Determine whether this project is of Your presentation is simple and brief— and also make sure that it is research — is usually part of a greater initiative or research team, and later your audience, are speaking
interest to local or enterprise level
warm and reflects the human face of the research topic. Enliven and administrative venture. Bring this to the attention the same language and on the same page.
leaders and tailor your message to
that audience. color the story by weaving in photos, quotes, or other human-centered of your audience as it helps to show that agency
¨ Practice your presentation elements. This allows you to portray the research in a way that a leaders are invested in this research topic.
in advance.

Insight
report or a white paper cannot.
Present your materials in a polished yet warm
manner. To ensure this, practice your pitch in
REFERENCES
Seek Consensus advance, refine your content, and use quality

Example from GSA

Use your insights as a means to engage your agency partners in a
broader discussion about potential improvements to customer service.
presentation materials, such as an agency
approved PowerPoint template.
Opportunity 1
Through interviewing multiple business Seek consensus, where possible, across the many stakeholders who
owners who supply goods and services
to the federal government, GSA’s Office
have an interest in your research project. Opportunity 2
of Customer Experience mapped out
the supplier journey and identified
opportunities for improvement, such Opportunity 3
as clarifying the end-to-end process,
improving communication, and
promoting existing tools and resources
at appropriate points within the journey.
The team presented these findings
to executives across the agency, who
then created an initiative to make it
easier for suppliers to get on schedule.
The opportunity resulted in process
improvements such as developing a
clarifying roadmap and creating a fast
lane for IT service providers to sell to the
government.
28 Human-Centered Design: Discovery Stage Field Guide Discovery Stage Research Cycle / After / Next 29

What’s Next

Design Phase Thank You!

You’ve presented the opportunities to your key audience and gained Contact Information
consensus about which set of opportunities to address. Now you are
ready to move to Design: the HCD phase wherein you partner with Please send questions or comments.
designers to prototype products, services or systems that address GSA Customer Experience: [email protected]
the opportunities. The Lab at OPM: [email protected]

If, on the other hand, you have come this far and have not gained con-
sensus, don’t despair. If you have come this far and feel your research Thanks and Acknowledgment
has not been fruitful, don’t despair. Your effort is not wasted. You can
always reframe and begin research again. It is far better to learn Numerous people, across agencies, contributed to this guide. We are grateful to
something is not working early on than to invest time and resources all of them.
into the wrong design. A reframe, in this case, is a win.
Veterans Experience Office at VA
Whether your next step is to move into Design, or whether it is re- GSA Office of Customer Experience
frame and d0 a second round of research, the most important thing is The Lab at OPM
to keep your agency customers’ interests in mind and to use that north
star to guide your continued efforts. We would also like acknowledge other leaders in the field of Human-Centered
Design which inspired and informed this guide: The VA Innovators Network,
18F, USDS (United States Digital Service), Deloitte & Doblin, Helsinki Design Lab,
Luma Institute, Ideo and Ideo.org, Frog Design, IBM Design, and The d.School at
Stanford University.
DISCOVERY DESIGN DELIVER MEASURE
RESEARCH IDEATE REFINE FEEDBACK

SYNTHESIZE PROTOT YPE BUILD ANALYZE

DEFINE TEST IMPLEMENT IMPROVE
30 Human Centered Design: Discovery Stage Field Guide Appendix / Glossary 31

Glossary
3 Es Ethnographic research Innovation Shadowing
Effectiveness, Ease, and Emotion are the 3 core qualities that VE Ethnographic research tries to understand how people live their A new idea, method, or device. In Design Thinking, usually charac- A research methodology during which the researcher follows the
measures across the enterprise. These are based on a Forrester lives. Unlike traditional research, who ask specific, highly practical terized by a break from traditional or institutionalized methods, participant through the participant’s activities. These activities
Research Inc. pyramid model of customer experience. questions, ethnographers may visit homes or offices to observe production methods, or products . show the researcher the participant’s physical context as well as
and listen in a non-directed way. While this observational method their interaction within that context.
may appear inefficient, it enlightens us about the context in which
5 Whys, aka, Laddering customers see their own environment. Intercepts
Sensemaking
A method by which an interviewer derives additional detail and Intercepts (intercept interviews) are conducted on site with Veterans
undercurrents from an interviewee. Typically characterized by the while they are interacting with services at the research site. To make sense of; to understand.
‘Fail early, fail fast, fail small’
interviewer asking “why” in regards to a qualified or abstract word or
phrase used during the an answer to questions. A common metric is A Design Research principle expressing the ethos that, through
for the interviewer to do this five times in a line of question. quickly making and testing small, unsuccessful solutions to big Internal bias Snapshots
problems in quick succession, drawing lessons in terms of what
works and does not work from those tests and revising the next A universal situation in which humans feel or show inclination or A representative sample of research. In design-oriented presen-
prejudice for or against someone or something. In Design Thinking, tations, this refers to a collection of photographs, quotations,
Accessibility solution accordingly, more effective and successful end solutions
can be reached than if a single large solution was launched once and the inherency of internal bias is accepted, and we correct for these and synthesized research that is formatted to tell the story of the
The extent to which content is available, understandable, and without testing. biases is through awareness and acknowledgment of them. research endeavor.
usable by all audiences, regardless of sensory, physical, cognitive,
intellectual, or situational disabilities or impairments.
Front Stage / Back Stage LEAN (process) Stakeholders
An approach that focuses on people, process and purpose and the Persons, groups or organizations that have direct or indirect stake in
Best Practice Parts of services that are visible to the service user are called front
stage. Part of services not visible to the service user but are inter- alignment between the three. an organization because it can affect or be affected by the organiza-
Procedures or approaches that are accepted or prescribed as being acted with by the service provider are called back stage. tion’s actions, objectives and policies.
correct or most effective.
‘No wrong ideas’
Guided Tour Sympathy
In Design Thinking, the principle that, in order to forward innovative
Clustering
A research methodology during which a participant shows re- thinking, the group or individual performing the thinking session The action of understanding, being aware of, being sensitive to, and
A research analysis method characterized by the grouping of words searcher(s) their physical space, collections, or other assets so that must accept and consider all ideas as possible solutions. vicariously experiencing the feelings, thoughts, and experience
or phrases that have a single or set of commonalities. In Design the researcher(s) understand the participant’s context and reality of thorough emotional and intellectual understanding of another’s
Research, this is often enacted physically by the assembly of words through the participant’s point of view. experience. Contrasts with empathy in that it does not include a
or phrases written on single pieces of paper into a, proximate group. Pain Points shared experience.

In experience design, pain points are real or perceived problems

How Might We Question experienced by customers within a system.
Concept/Context mapping Synthesis/synthesizing
A “How Might We” (HMW) question serves two purposes. First, it
An ethnographic research technique, concept/context mapping is is the frame of inquiry, or the area of research. And second, a HMW To combine (a number of things) into a coherent whole. In De-
a process that tries to understand the environment in which the question should spur and inspire the research team. A good HMW Problem frames sign Thinking, this refers to the collection and integration of the
behavior under study takes place. research question will focus but also leave room for exploration. substance of the research instances into a logical and meaningful
The area of research in regards to a particular problem. collection.

Customer Experience (CX) Human-Centered Design Qualitative research Touchpoints

Customer experience (CX) is the product of an interaction between Human-centered design (HCD) is a design and management frame-
an organization and a customer. This interaction includes a custom- Primarily exploratory research. It is used to gain an understanding of Any point of contact between a customer and a service or service
work that develops solutions to problems by involving the human underlying reasons, opinions, and motivations. It provides insights
er’s attraction, awareness, discovery, cultivation, advocacy and perspective in all steps of the problem-solving process. Human provider. This could be the design of a receipt, the comfort of a
purchase and use of a service. It is measured by the individual’s into the problem or helps to develop ideas or hypotheses for poten- waiting room or the usability of a web page.
involvement typically takes place in observing the problem within tial quantitative research.
experience against the individual’s expectations. context, brainstorming, conceptualizing, developing, and imple-
menting the solution.
Yes, And
Decode ROI
In Design Thinking, the logical opposition to the statement, “No,
To understand. To analyze in order to find meaning. Ideate Acronym for: Return on Investment. But...” Meant to set up acceptance and integration, this form of reply
To form an idea of; imagine or conceive. In Design Thinking, this to statements can allow for expansive conversation instead of a
refers to imagining or conceiving of multiple ideas for solutions to negation of opinions and options.
Empathy Root cause
problems, usually in succession and building off each idea.
The action of understanding, being aware of, being sensitive to, and The fundamental reason for the occurrence of a problem.
vicariously experiencing the feelings, thoughts, and experience of
another through a shared experience.
32 Human-Centered Design: Discovery Stage Field Guide Unique ID:

*Tip Project:

Notes Make copies of this blank

consent form to use for your
field research.
Quotes, Photography and Video Consent Form

Thank you for your willingness to participate in this research study.

Use of Quotes
When we write reports or presentations on what we learn from the interviews, we sometimes use specific
quotes from study participants. Quotes bring to life what we learn and are an important part of sharing
your experience with others. If you give us permission to use your quotes, we will not include your name
or a photograph of your face next to the quote. This protects your identity and makes the quote
anonymous. If you approve of your quotes being used in future publications or presentations of our work,
please include your name and signature in the section below.

Name ____________________________________________________

Signature _________________________________________________

Date _____________________________________________________

Photography and Video

The project team may take pictures or video during the interview. Photographs and Videos bring to life
what we learn and are an important part of sharing your experience with others. If you give us permission
to use photographs or videos of you, we will not include your name or a quote as part of the photograph
or video description. This protects your identity. If you approve of photographs or video being used in
future publications or presentations of our work, please include your name and signature in the section
below.

Name ____________________________________________________

Signature _________________________________________________

Date _____________________________________________________

Please keep a copy of this document in case you want to read it again.