Synthesizing field data into well-articulated, data-driven patterns, themes, and opportunities is a big part of our work, but it’s an aspect that generally has less visibility than the fieldwork.

An essential early step in the synthesis process involves going back over the fieldwork sessions. An hour or two-hour interview creates an incredible amount of information. By going back into a record of the interview, we make sure not to leave anything significant behind.

We go through and make notes on interview transcripts (done by an outside service), watch videos of the sessions, and look over photographs, sketches, maps, and participatory design pieces.

Annotated interview transcript

We made a bulletin board of the people we met, so they’re ever-present while we’re working.

Yesterday we came together to share the points we’d each pulled out. We present each interview, like a case study, to the team. Sometimes it’s just us, and sometimes our clients join us for part of this process.

While one of us presented, the other captured the essence onto Post-its. We had a lot of discussion and debate while we did this, pulling together multiple viewpoints.

When we were done presenting the interviews, the board looked like this:

Our next step is to take these notes and start grouping them. We’ll look at different ways the information can be organized, and from there, will start refining our work and writing it up clearly and succinctly into a report.

Tags: amazon, Amazon.com, analysis, artifacts, books, bookstore, client services, consulting, consumer research, contextual research, design, design research, eBook, eBook Reader, eReader, eReading devices, ethnographic research, ethonography, fieldwork, home library, ideation, innovation, innovation process, interview, Kindle, libraries, library, meaning, methodology, Post-its, process, project, reading, Reading Ahead, research methods, stories, synthesis, user experience, user research, user-centered design, UX

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