DRS2012 Bangkok Proceedings Vol 4 - Design Research Society

The Evergreen Approach to
Design Research: Maximizing the value of user experience data
Most of the research projects share a commonality because they all are in
actual or simulated restaurant environments. Although each individual
research project has very specific objectives, the prototypes focus on
common elements in the restaurant environment, such as menu boards,
cash register, front counter space, drive-thru windows, and dining spaces.
For this client, allowing data to be accessed over time was not prioritized
during the projects. The data was transcribed and coded after the projects
were completed as an archival process. For example, one research
project focused on a new menu board that the design team prototyped.
The goals were to assess customers’ interactions with the location, design
and information on the menu board within the test environment. The
research team delivered topline findings shortly after the onsite interviews
and observations. The research data were processed for the database
later.
After several years, the aggregated data set has grown and become more
useful for quick reference. For example, we recently received a request
from our client regarding prototype research on menu display conducted a
couple years ago. Because the data was coded, we could quickly retrieve
that data set for them. In addition, customer data is often requested for
executive presentations, which may or may not relate to the original
project's goals. While the depth of this approach is more limited than the
optimized archive, it still proves valuable for quick access to past
experience.
4. Benefits of evergreen research data
As we have seen, evergreen research data can benefit clients on many
levels, from the individual research project, to inter-departmental and
multi-project collaboration, to organizational development and efficiency.
In this section, we dive into the benefits of this type of research in greater
detail.
4.1 Make the research integral to the development process
4.1.1 The development team stays connected to the data throughout
the development process
Using data as a common thread throughout the design and development
process helps teams stay focused and grounded in the consumer
experience. When marketing staff, engineers, or designers refer to the
same set of information, it allows the groups to have a collective
understanding of rationales behind certain design decisions. It also gives
them a shared data set in which to trace back to the original customer
quotes and behaviors that inspired an insight. This proved especially
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