- In our previous discussion, we framed
the skate park injury issue by using a synthesis tool
called an event map.
Now, let's continue our analysis of this problem
using another kind of synthesis tool,
called a think, do, use model.
Once again, we'll use the same problem.
How can we influence Derrick to be
a safer skateboarder?
This time we'll use a different graphic organizer
to consider his actions in this activity.
What does he think, do and use with regards
to safety and skateboarding?
What I like about the think, do, use model
is that it doesn't just focus on one singular experience.
Instead, it works to consider the entire context
being studied, and in this case,
that's safety in skateboarding.
To do a think, do, use model, your data
should come from a combination of sources,
such as observational notes, photo documentation,
interviews and other ethnographic research tools.
So let's get to it.
Here's Derrick, our aggressive skateboarding persona.
And remember, we wanna focus on him
and his relationship with safety in skateboarding.
The first question is, what does Derrick think
about being a safe skateboarder?
Helmets are uncool.
I don't fall too much, so I don't need pads.
I never see pros wearing any pads.
I'm afraid my friends might make fun of me
if I wear a helmet.
And I'm mostly safe and I hardly ever take a bad fall.
Okay, so we have a basic story here
that Derrick probably thinks he's too good
to need to wear pads, and worse yet,
he's worried that if he did, he might not fit in.
Okay, now let's look at do.
What sort of things does Derrick do when he's skateboarding?
I know what I'm doing, I can ride
on all the ramps in the park.
I challenge myself and I like to accept
the challenges of others.
I hang out with my friends while skateboarding.
I film myself and my friends skateboarding.
I watch skateboard videos with my phone.
I listen to music and I occasionally rest
in the shade at the park.
I idolize other older professional skateboarders
and I read skateboard magazines with my friends.
So what does that tell us?
That skateboarding is a social act
where friends come together, listen to music,
watch videos and imitate professionals.
Essentially, we're talking about a lot more
than just skateboards on ramps.
Finally, what objects does he use?
In this case, we focused on creating a simple list
of things that Derrick uses to skateboard
and things that he uses while hanging out
with his skateboard friends.
Ramps and rails, GoPro cameras, smartphone,
music like CDs and MP3s, magazines,
TV, skate videos, park benches, sport drinks,
special skate shoes and apparel, and a skate shop.
So what do we get out of that?
Maybe a sense of possible channels
to deliver content through.
After all, we wanna do more than just
post warning signs in the skate park.
So what did we learn?
How Derrick really feels about safety
and where his perceptions are coming from.
We also found out some opportunities
that we have to solve our problem
and how our target audience might react
to different solutions, such as using the leverage
of professional skateboarders to influence Derrick
or messaging through skate videos, magazines,
smartphones and different areas inside of the park.
I find this to be a very easy and effective exercise to do.
Using a persona along with the think, do, use chart
really summarizes ethnographic research
in an easy and effective way.
With a good understanding of the user and context,
you can make accurate predictions
about a user's thoughts.
And the do and use part should be easy to identify
if you've taken good observational notes.
Think about what did your audience do
and what tools did they use to do it?
And that's it.
Understanding your data is about looking
for these simple kinds of relationships.
And a think, do, use organizer
is a great tool to identify them.