High-quality products and services need to be designed to meet their users’ needs. In our research practice where we seek to understand these needs, we ask people to share with us their knowledge, experiences, feelings, motivations and desires.
Much of this knowledge is tacit, which makes it hard to recall or to articulate through words. In an increasingly digital industry, common research practices tend to centre around a few familiar approaches, with interviews, usability tests, surveys and online approaches utilised most frequently.
While these methods are valuable for reaching participants, by using participatory methods, such as images, we can unlock this tacit knowledge and support an inclusive research approach, allowing participants to meaningfully take part.
At NEC Digital Studio, one of our favourite and most versatile tools to use is an Image Deck. This deck of 50 curated images can be used in a variety of ways to give participants a starting place for their response around a question or a topic.
At the start of a research session, training day or workshop, display the images to participants and ask them to choose an image which represents “how has their morning been” or to choose one which “brings them joy.”
Example: A participant chooses a picture of an Eagle to talk about how starting couch to 5K has recently brought them new joy and a connection to nature.
During an interview display, the images and encourage participants to use them to support their answers. This works well for questions such as, “What image represents community to you?” or “Choose three images which would help to share your experience of using this service.”
Example: A participant chooses an image of a puzzle to represent their community, explaining how different, colourful and vibrant pieces all fit together to create a whole.
At the start of a stakeholder meeting, co-design session or team meeting, lay out the images and ask groups to categorise them. For example, “which represent order and which represent chaos?” The teams work together to decide where images fit. Alternatively, you can share one image which everyone describes with a word, and you reflect on how similar or different they are. These activities are great for demonstrating how everyone in a group has their own unique experience and perspective.
Example: Different words used to describe a pile of books: rest, learning, chaotic, knowledge.
We can use the images to support creative thinking around products and services. For example, we might ask participants to choose an image that represents how they want to feel when using a service, or a series of images that represents what they want a new service to be.
Example: A participant chooses an image of two hands clasped together, and shares that they want to feel safe and supported as they go through a service, the image reminds them of a parent and child and the trust that is between them.
The great thing about image decks is that they are so versatile. They can also be expanded to include familiar and textured objects (watches, old cameras, pine cones, feathers, etc.) which can support a more diverse group of participants such as those who are visually impaired.
Many of the activities can also support participants to feel more confident in moving into other creative tasks such as body mapping or creating collages.
Another way of including imagery in your research is to conduct a Photo Safari. In this activity, participants are encouraged to go out and collect their own images. This works just as well for broad themes such as community or reflection, as it does for specific enquiry, such as “collect 30 photographs which represent how you rest”.
The process of intentionally looking and recording images connects people to their environment and develops their thinking around a topic. This is particularly useful as an activity prior to thinking about change.
There are a few things to consider when working with images. At NEC Digital Studio we have our own curated deck which we review before each session.
If creating your own review them carefully for any unconscious biases; for example, pictures of families that are represented by nuclear set-ups and always check the licensing on images.
Lastly, always give an example first and model the sort of response that you hope participants will give.
If you want to find out more about how we include creative methods in our digital work and try some methods for yourself, come and join our workshop at Leeds Digital Festival on 30 September.
