Image collaging is a needs-elicitation technique that is adapted partially
from Gerald Zaltman's work at the Harvard Business School. It uses metaphorical
images selected by consumers to help them articulate needs that may exist below
their level of awareness. While not as effective as field research at revealing
un-met needs, it is much quicker and less expensive.
Users' inability to articulate their own requirements is a leading cause of
interaction design failure. Design team that rely only on self-reported data,
such as traditional focus groups and survey research often discover unmet needs
in usability testing.
Image collaging is especially helpful in helping you set a direction for the
visual design of your site.
Participants will "collage" by selecting metaphorical images (printed
on Avery labels) that reflect
- characteristics they want the new site to possess
- ways they want to be approached about the site's content
Participants also select images that reflect
- characteristics they do NOT want the site to possess
- ways they do NOT want to be approached about the site's content
After attaching the images to a template, participants will write annotations
about why they selected each image and what it represents to them. Then they
will explain their collage to the moderator.
Here are some examples from a collaging session
You can use the results of a collaging session to inform your visual design,
information design, and your content strategy. Collaging helps enrich your understanding
about what matters to users.
