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Insights & Blog_In Here and Out There

Our observations of the world around us

• A nice mention in national media by Kendra Shimmell on April 30, 2008

  
  Lextant’s work for CheckFree, an online financial services provider, is cited in the new issue of Community Banker. The article describes our ethnographic research as part of an effort to improve CheckFree’s customer experience.

  I was really pleased to see this project get some attention. We were really careful in helping CheckFree’s customers get beyond their vulnerability in talking about personal finances. They felt comfortable and empowered, which helped them express their financial hopes, fears, and dreams.

  The best part was, they didn’t stop there—they also shared their financial rituals, their personal limitations, and what they felt “worked” and “didn’t work” with the tools they currently use. They told us what they needed to reach their goals, and what the ideal online experience should be like.

  Each person we talked to had a different story, yet patterns emerged. We worked with CheckFree to develop three distinct personas (the Reactive Consumer, The Conscious Improver, and the Balanced Achiever) that helped tell their stories. These frameworks help CheckFree innovate future solutions based on a clear understanding of its customers. 

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• Hands-on insight translation by Chris Rockwell on April 23, 2008

  Last week’s regional IDSA conference included a hands-on workshop hosted at Lextant, where we demonstrate how translated consumer insights provide inspirational frameworks for designers.

  To make the workshop feel as real as possible, we relied on data borrowed from a real project: our research into rugged phone design for Samsung. Guests were asked to define rugged phone vocabularies the same way our actual research participants did: using pictures, textures, stickers, and other hands-on forms of expression.

  It was a great way to share our methods with a number of peers and potential customers. The workshop also included a presentation on the role and value of insight translation; you can view the presentation slides here.

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• Reflections: The 2008 IDSA Mideast Conference by Dan Rockwell on April 17, 2008

  The 2008 IDSA Mideast Conference has come and gone, and we’ve tallied up a few impressions from the Lextant team on how it all went.

  • Wyatt noted the amazing turnout for the event, and said he felt there was a good presence of design research—and that it was nice to see so many sponsors kick in their support.  He enjoyed meeting Frank Tyneski, the new director of IDSA. 

  • Justine said she has never seen so many design-passionate people descend on Columbus. 

  • Max and Leah were both big winners, walking away with a copies of the Solid Works 3D modeling package from one of the raffles. 

  • Drew told me about Lee Byron’s portfolio review, which showed off some awesome data visualization technique’s. 

  • Our Wiffiti TEXT/SMS screen setup for the opening reception was a hit, racking up some 160+ messages from all attending. 

  All in all, it was a great event.

  View photos of the event on Flickr. 

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