technology and information management
Second Cycle Coding David Lee — TIM 158, Spring 2019
Content drawn from Johnny Saldana’s The Coding Manual for Qualitative Researchers and Michael Bernstein’s design course.
Deep, rich understanding of individuals
Hypotheses about narrow user segments
Hypotheses about solution concepts
Recall
“essence-capturing and essential elements of the research story that, when clustered together according to similarity and regularity - a pattern - facilitate the development of categories and analysis of their connections.”
Qualitative coding is about
The Coding Manual for Qualitative Researchers, Johnny Saldana
Recall
DATA → CODES → CATEGORIES → THEMES → THEORY
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The Coding Manual for Qualitative Researchers (2009), Johnny Saldana (p. 12)
First cycle focused on who/what
Second cycle moving from who/what to
how/why
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The Coding Manual for Qualitative Researchers (2013), Johnny Saldana (p. 189)
Attribute codes
Holistic/structural code
Line-by-line/sentence- by-sentence codes
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Memo type: networks
Saldana, pg 45
Integrate your codes into a narrative (codeweaving) to interpret how individual components weave together in hierarchies, chronological flows, influences and affects, etc.
Recall
The Coding Manual for Qualitative Researchers (2009), Johnny Saldana (p. 43)
First and second cycle coding intermixed with
data collection and memo writing
Gradual development from codes to categories to theory, facilitated by
memo writing
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General process • End with annotated data, hierarchical coding scheme, codebook, analytic
memos, developed theory
• For us, the “theory” we’re aiming for is a hypothesized model that is:
• grounded in user data and quotes
• a cohesive narrative and logical interpretation
• communicated richly to help the reader in “being there”
• Remember: we are generating not validating hypotheses, so choose diverse perspectives
Recall
Today • Second cycle coding methods
• Defining a model: participant profiles, personas, storyboards, customer journey maps
• Our process for assignment #3
transitioning from managing, focusing, highlighting, filtering data to generate categories, themes, and theory
Second cycle coding
The Coding Manual for Qualitative Researchers, Johnny Saldana
Recall
Organizing/focusing/interpreting codes • Pattern/focused coding: create categories from groups of codes
• Can consider emergent patterns or those most central to the analytic question
• Axial coding: flesh out a category with properties & dimensions
• Properties are attributes of a category, dimensions are the location of a property on a continuum that tells if, when, how, why something happens,
• Theoretical coding: summarize the central/core concern
• If can achieve generalizable/transferable theory, that’s great!
Code mapping • Start from the full
set of codes and reorganize into a list of categories, and then condense further into themes or concepts
Saldana, pg 194-198
Theming the data • Instead of codes, label with thematic
statements that draw out a code’s essence: what it’s about, what it means.
• Can take a broad code and elaborate it using “is” or “means” after phenomenon
• Example: phrases for code “Negotiating” might be result in “negotiating is the path of least resistance” or “negotiating means manipulating others”.
• Then condense into meta-themes or theoretical constructs
Saldana, pg 177
Saldana, pg 178
What is the theory/model we are trying to develop for designing a product?
Recall the business model canvas
strategyzer.com
Cost structure Revenue streams
Key resources Channels
Key activitiesKey partners Value
proposition Customer relationships
Customer segments
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This model includes
Pr o du
ct
Marketing, Sales, Support
U ser segm
ents
• Groups of users whose contexts and values give rise to similar experiences in encountering and using your product
• The strategic roadmap of which groups you plan to target first and the accompanying product / marketing features needed
Stems from a rich model of users • Context of user segment: what is the broader environment, values, and goals
they are operating in, especially as affecting the below.
• Adoption of product: what motivates or prevents them from using your product? how do they first discover and adopt it?
• Experience of product: how do they use your product (e.g. tasks, frequency, length)? what is their experience and how do they affect the ecosystem?
• Summary of value: how are their needs ultimately satisfied and what is the extent or limits? what does success for this segment look like?
SEGMENT → SETTING → SEQUENCE → SATISFACTION
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Credit: Crossing the Chasm: Geoffrey Moore
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How do you represent this model?
Cookie Monster Cookie Connoisseur, 4
“Not a day goes by when I don’t think
about my precious cookies.”
Cookie Monster cares most about enjoying cookies and maintaining his image as relentless cookie thief .
‐ A day in Cookie Monster’s life ‐
Cookie Monster is a voracious monster and one of the main
characters on Sesame Street . Covered with blue fur and
possessing a pair of googly eyes, Cookie Monster has an
insatiable appetite. As his name implies, his primary craving
is cookies, but he can (and often does) consume anything
and everything , from apples and pie to letters , flatware, and
hubcaps. When Cookie Monster eats something, he makes a very distinct, loud munching "noise", often
interpreted as " OMMnomnomnom... " Cookie Monster has a deep, growly voice, and generally speaks
with simplistic diction, saying everything with "me" for instance, as opposed to "I want a cookie!"
Cookie Monster’s Challenges
Cookie monster is generally very happy but when he had has a few
traumatic experience in his life. At some point someone offered him
fruit instead of cookies and he cried for a week. Cookie monster
works hard to maintain his image as trouble maker to ensure a
steady cookie supply. Whenever Ernie or Bert have cookies, he
barges into the scene and eats all their cookies. Cookie monster
has a sweet personality but he thinks he needs to be scary in order
to not threaten his cookie supply.
Participant profiles & personas • Conveys context of their life and
needs, especially characterizing attributes of segments.
• Help people visualize/empathize with your user. Useful for creating alignment within a team.
• Concrete and specific. Enough depth to tell a story and communicate in a more emotionally resonant way
Storyboard
No artistic skill required!
Hand-drawn comic that features: Setting + Sequence + Satisfaction
(slides adapted from Amal Dar Aziz)
Hand-drawn comic that features: Setting + Sequence + Satisfaction
Storyboard
Hand-drawn comic that features: Setting + Sequence + Satisfaction
Storyboard
Hand-drawn comic that features: Setting + Sequence + Satisfaction
Storyboard
Hand-drawn comic that features: Setting + Sequence + Satisfaction
Storyboard
Hand-drawn comic that features: Setting + Sequence + Satisfaction
Storyboard
For modeling and prototyping:
• Gets everyone on same page about the app’s goals
• Focuses the conversation and feedback on user tasks
• Avoids nitpicking about user interface details
Customer Journey Map • Provide a holistic and rich
visualization of a user’s encounter with a product
• Combines:
• User segment attributes and context,
• Actions and touchpoints the user encounters,
• Mindsets and emotions in that encounter,
• Reflections on metrics, risks, priorities,
Credit: When and How to Create Customer Journey Maps, Nielsen Norman Group
The goal • Represent the hypothesized model of the user
segments that can be used to inform future iterations
• Communicate a cohesive narrative grounded in data that can help readers empathize with the user journey
How do you know if its effective? • As a representation of the hypothesis
• Does it help describe something about this particular segment?
• Does it make assertions about their experience that can be questioned or validated or that can inform iteration of the product?
• As communicating a rich and cohesive narrative
• Does it help someone put themselves into the user’s shoes?
• Does the story it tells of the experience fit compellingly with the context?
Today • Second cycle coding methods
• Defining a model: participant profiles, personas, storyboards, customer journey maps
• Our process for assignment #3
Code your interview • Preparation: Annotate it with attribute and holistic/structural codes
• Who/What: use descriptive and process codes to describe the characters, setting, and other context
• How/Why: Use emotion, evaluation, values, versus coding to develop a richer view of the participant context and experiences. Bias towards using in vivo codes to ground these in the user’s language.
• Memos: Write short analytic memos that use codeweaving to write narratives of the participant context and experiences
• (On Wednesday) We’ll talk about organizing codes into categories and defining models of our participant and of hypothesized user segments
Recall
Code mapping to create categories • Do it for the entire set of codes for each individual
• Code map into two high-level groups of categories
• Persona and setting: groups of attributes, values, motivations, etc. that potentially characterize segments
• Adoption and experience: how and why do they join and use it, what value/pain do they encounter, why does it work or not
• These are categories and subcategories, and potentially themes
• Think of these as potential features predicting a segment or predictions of experiences you could try validating
Write insights on segments/themes • Define notable segments reflected in the individual or other major themes
that arose
• A segment is a group of users who experience adoption and/or use of the product in a similar way. Think about some of the major point-of-views that might be reflected in that individual’s experience,
• Write a short memo summarizing these notable segments with 1-2 particularly illustrative quotes,
• Then write a memo for each segment containing
• The major hypotheses you might want to validate
• Ideas you have for how to build a product to better nail fit,
• Questions you have that you’d want to understand more.
Get started on synthesizing for final report
Share in your groups • Share the potential segments and themes you saw in
unpacking of individuals
• Based on patterns across individuals, decide on 2-3 segments you want to target as early adopters or a beachhead segment
• Then detail each of these segments with a customer journey map elaborated by a 2-page narrative
Customer journey map • 4 columns corresponding to segment, discovery,
experience, satisfaction
• Segment describes the user before they encounter your product,
• Discovery describes how they encounter and join/buy your product,
• Experience describes their use/participation of your product,
• Satisfaction describes the user’s satisfaction with your product and after they finish using your product.
Customer journey map • 5 rows for each column (some are blank for first and last)
• Concise summary (200-400 characters) of each of the four columns
• Actions that a user would be going through, and their mindset/emotions as they go through these actions
• Touchpoints for connecting to the user as they go through this journey
• Data collection that you would eventually want to do to validate key hypotheses
• Risks, questions, and ideas that you think of
Customer journey map • Link to your 2-page supporting narrative
• Basically mirrors the customer journey map, but has space to add some illustrative quotes, and actually explain the short phrases in the map
Define implications for future • Explain your prioritization of user segments
• Who are the early adopters? Your beachhead into the early majority? Explain the strength of the value you are providing to them and why they are likely to be good early target segments
• What are later segments you could potentially grow to and what would be an estimate of the market size?
• Define the next iteration
• How will you change the product or marketing? What is the next version? A longer roadmap?
• What do you feel is still unanswered? What are the biggest questions or risks?