Hidden Moment Analysis

Many surprising ideas are hidden in the subconscious behaviours of users, the behaviours that the user is not aware of. While designing a product, designers often miss the subconscious behaviours of the user as these behaviours are at their subconsciousness as well. Method aims to reveal subconscious behaviours and design products focusing on these small moments that user enjoys or has difficulties in when using a product by visualizing the complete experience a person has with the product.

Method identifies all the tangible and intangible points of contact with a product and analyzes the users’ behaviour at these interaction moments in order to fully understand the untapped design opportunities. Each step of user product interaction, beginning with the moment he decides to use a product until the moment his interaction with the product ends, are identified and analyzed in a sequential format to point out any subconscious, skipped and overlooked behaviours.

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Naoto Fukasawa’s ‘Marionette Teabag’ (left) and Edward Barber and Jay Osgerby’s Tip Ton Chair (right) are examples of products inspired by hidden moments and subconscious behaviours.

Steps

  1. User’s journey with the product starts at the moment he intents to use the product. The moment that user decides to use the product is noted down on a sticky note as the first step in the map.
    Taking the toothbrush from its holder is written down as a first step of brushing experience.
  2. Each of the following tangible and intangible moments of contact are identified and added one after other in a horizontal line. While writing these steps, personal experience or observations are went over by thinking aloud.
    Each step of whole brushing experience is written down on a separate sticky note and placed in order.

Hidden Moment Analysis 02

  1. In order to uncover sub-actions, ‘how’ the actions are performed and ‘what’ will happen as a result of this action are asked as the two main questions. It is very important to include details within these steps and to consider both positive and negative moments. The moments that user enjoys and the moments that he has a negative experience are written down in two different colour sticky notes.
    For instance, ‘putting the toothbrush back in the holder’ action is analyzed further by asking how and what questions. ‘Not touching other toothbrushes’ and ‘toothbrush makes a sound when dropped into the cup’ sub-actions are revealed this way. While writing down the sub-actions, negative moments are coded with red and positive moments are coded with green sticky notes.

Hidden Moment Analysis 03

  1. The map is examined and any skipped or forgotten moments between the steps are completed.
  2. The small moments that could be a design opportunity are marked and ideas are generated for these moments.
    ‘Tapping toothbrush against the sink to dry it’, ‘playing with the water while rinsing the toothbrush’, ‘playing with the water while rinsing the toothbrush’, ‘brushing the teeth with vertical motion’ and ‘taking the toothbrush from its holder by trying not to touch its bristles’ are taken as an inspiration source.

Hidden Moment Analysis 04

  1. Each idea is drawn on a separate sticky note and put on the relevant step on the map. While designing products, for negative moments, the problems are tried to be solved and for positive moments the users enjoyment is tried to be emphasized.
    By emphasizing the small moments that user enjoys new toothbrushes are designed. For instance, a toothbrush that affords the user to play with the water and enjoy it while cleaning it. 

Hidden Moment Analysis 05
Overall look of the Hidden Moment Analysis Map (Click to enlarge)

The map with its current form shows the positive and negative moments that are experienced by all. Therefore, the products that are designed based on this map would be inclusive.

By using this method together with ‘Journalistic Six’ questions and ‘Empathy Map’ methods, different time, location, users and senses could be incorporated which would result in uncovering a diversity of unexpected moments.

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Toothbrush designed by Mariangely Iglesias inspired by the up&down and zig-zag movements while brushing the teeth.

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Toothbrush designed by Asime Dika creates an affordance for the user to tap to dry their brush.