HUMAN CENTERED DESIGN (HCD) DISCOVERY STAGE FIELD

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HUMANCENTEREDDESIGN (HCD)D I S C O V E R Y S TA G EF I E L D G U I D E V. 1

23Human-Centered Design: Discovery Stage Field GuidePurpose of This GuideTable of ContentsThis Human-Centered Design Discovery Stage FieldHuman-Centered Design . . . . . . . . . . . . . . . . . . . . . . . . 4Guide is a teaching tool and a reference guide. It wasoriginally created for Veterans Experience Office(VEO) by Insight & Design, a team within VEO thathas expertise in Human-Centered Design (HCD). Thisguide was later adapted for use across other agenciesWorking With HCD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Discovery Cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9How Might We. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10through a partnership between GSA’s Office ofCustomer Experience and The Lab at OPM.Recruitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12HCD is a qualitative research method that helpsPlan the Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14groups solve problems and seek solutions in a waythat prioritizes customer needs over a system’s needs.HCD involves four key phases of work. This guidesolely focuses on the first phase, called the DiscoveryVisualizing the Interview . . . . . . . . . . . . . . . . . . . . . . . 16During the Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Synthesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20phase, or simply discovery.Finding Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Discovery provides an opportunity to carry out anongoing and high-priority assignment by usingthe teams best equipped to conduct on-the-groundqualitative research.This guide offers step-by-step guidance on how toconduct HCD discovery and then synthesize theInsights to Opportunities . . . . . . . . . . . . . . . . . . . . . . . 24Present Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 26What’s Next . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30research findings, towards the goal of helping youragencies identify opportunities to improve service.The qualitative data can also help provide a morenuanced perspective of the quantitative data that iscollected and interpreted.In a broader sense, this guide also enhances theunderstanding and practice of HCD throughout theFederal Government. Use the tools and techniqueswithin this guide to build a better understanding theproblems your agency is facing, whether throughmastering the process individually or identifyingthe right internal or external partners who can helpdeliver your agency’s mission.Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Sample Consent Form . . . . . . . . . . . . . . . . . . . . . . . . . . 33

4Introduction / HCDHuman-Centered Design: Discovery Stage Field Guide5Human-Centered DesignWhat is HCD?HCD in PracticeHuman-Centered Design (HCD) is a problem-solving framework thatAnother example involves rethinking USDA’s application process for free and reduced lunch for low-in-helps make systems and products more responsive to the people, orcome students. By leveraging HCD techniques to identify issues and simplify the form from 5 pages to 1the customers, who use those systems and products. It requires rigorouspage, USDA anticipates a system-wide savings of 600M over 5 years. Following that initial effort, USDAqualitative research and it directs that research towards the goal ofutilized rapid iteration through a challenge platform to create a digital prototype available to districtsdeeply understanding the needs, insights, and emotions of customers.nationwide in order to create greater cost savings and efficiency as well as a better experience for parentsBy using Human-Centered Design, we can focus our time, resources,and program administrators in the future.and energy on solutions and innovations that make service deliveryeffective, easy, and in tune with the emotions of our customers.HCD involves four phases of sequential work: discovery, design, delivery,Guiding Principlesand measurement. HCD is also cyclical. Once a design solution isKeywordsWhen engaging in Human-Centered Design (HCD)These keywords embody the Guiding Principles ofResearch:Human-Centered Design:1.Empathylaunched, we measure its effectiveness against initial and intendedaims, and then we continually tweak it, thus improving the solutionover time. HCD recognizes that people and their needs are dynamicand changing and so our solutions are dynamic and changing.DESIRABILITY LENSThe Desirability Lens, popularized by thedesign consultancy, IDEO, illustrates thatHuman-Centered Design should focusat the intersection between of whatcustomers want (DESIRABLE), what ispossible with current means (FEASIBLE),and what is capable of working withinconstraints (VIABLE).and need and how they may be creating2.DISCOVERYDESIGNDELIVER3.experience as the “front stage” of the design effort. HCD also helps uscraft the processes that creates those desired experiences. We refer tothis behind-the-scenes work as “the back stage” of the design effort.FEASIBLENo wrong ideasListen for the root causes that inform theYes, andpeople you’re interviewing.4.Be aware of your own internal biasesCollaborationor judgments.InclusionFail early; fail fast; fail small. Know thatInnovationiteration is learning.from a system, product or service. We refer to the customers’ desiredVIABLEworkarounds to meet their needs.attitudes, behaviors, and beliefs of theMEASUREHCD allows us to understand the types of experiences customers wantDESIRABLEListen deeply for what people say they want5.Learn first, don’t jump to solutions.Iteration6.Be inclusive and make sure you’re alwaysBy tending to the front stage and the back stage, HCD allows us to putThroughout this guide, you may encounter wordshearing multiple perspectives. This goesthe customer at the center of our design development.or concepts that are unfamiliar to you. Definitionsfor researchers and research subjects.and explanations can be found in the glossary onThe HCD approach has already created immense value in advancing7.Be flexible in your thinking and plans. Adapt toagency missions. For example, redesigning USAJOBS, the hub forchanging conditions. Sometimes unexpectedfederal hiring where nearly 1 billion job searches are done annuallyevents or even kinks in the process can openby over 180 million people, has resulted in a 30% reduction in helpthe door to key insights or findings.desk tickets after the first round of improvements. Not only does thisreflect an easier experience for those involved in the hiring process,this change also creates savings in support costs.pages 30-31.

6Introduction / HCDHuman-Centered Design: Discovery Stage Field Guide7Working With HCDPURPOSEThis section provides a brief conceptual background for Human-CenteredDesign (HCD). While not exhaustive, thissummary explains that HCD is a rigoroussocial science methodology used bygroups in the public and private sectorsto understand complex, interrelatedproblems and then craft dynamicsolutions.Checklist Review the HCD Discovery Guide. Ensure your team and leadership isaware that your team is using HCD. Review any other references youmay have read in the past that seemapplicable to this project. Review and take stock of pastefforts that are relevant to yourcurrent project. What previous workhas been done in this area? Can youmeasure the effectiveness or validityof these past efforts? If you find previous work to be effective and valid,how will you integrate those findingsinto your current project?Basics of the HCD ApproachHuman-Centered Design is grounded in empathy and understanding.DISCOVERYDESIGNDELIVERMEASUREIt begins with observation and research. We hear from people in theirRESEARCHIDEATEREFINEFEEDBACKSYNTHESIZEPROTOT YPEBUILDANALYZEDEFINETESTIMPLEMENTIMPROVEown words, in order to gain an understanding of what they want,expect, and need from a system, product, or experience.HCD and LEANHCD and LEAN complement each other. HCD is based heavily onqualitative research, while LEAN is quantitative. LEAN enacts the firsttwo Es of customer experience: Ease and Effectiveness, very well. HCDalso enacts Ease and Effectiveness, but adds the third E, Emotion,into the process, through an understanding of human needs, andidentification of the desired experience.The two methodsthe desired customerexperience front-stage,and then LEAN can beLEANHCDEASEHCD is a cyclical process that moves from theIn the first phase, the focus of this guide, you willflows into the deliver phase for evaluation anditeration before finally entering the measurementphase. It begins with empathetic or sympatheticengagement and research. We hear from people intheir own words, so we may gain an understandingE F F EC T I V E N E S Sused to architect thebackstage to deliver onDiscoverydiscovery phase, through a detailed design phase,complement each other.HCD helps to defineHCD ProcessEMOTIONthat desired experience.REFERENCESof what they want and need from the agency.By using HCD in our work to improve agencyservices for our customers, we can identify innovations or solutions that are desirable, feasible, andviable. Then, we design the solution, launch it, andmeasure its effectiveness against our initial goals.Additional Research MethodsAdditional social science research methods are abound. They all drive towardsfinding the truth of situations or the corecauses of problems. You can find moreon social science research methods via:https://iriss.stanford.edu/“What people say, and what people do, and what people say theydo are entirely different things.”-Dr. Margaret Mead, AnthropologistIf the solution falls short of those goals, we makerevisions based on further feedback from usersand test it again. This dynamism is inherent tothe HCD process. HCD solutions are for people andsituations who are dynamic and changing, so thesolutions are also dynamic and changing.Human-Centered Design and other qualitative research methodologiesinvestigate and help sort out the root causes of conflicts like the oneabove by Dr. Margaret Mead.become an expert in the context for your designproject. You will build a problem frame. You willobserve situations and talk to people. You willchallenge your assumptions and bias by going to thesource and being open to what you see and hear.DesignWith your insights gathered and opportunitiesdefined, you will start to build prototypes and workthrough design ideas. You won’t try to perfect thesetoo soon. Instead, you will prioritize iteration,testing with customers, and making incrementalrefinements. Build, test and repeat.DeliverAfter prototyping and testing, you’ll be ready tofinalize your design, bring it to life, and share it outinto the world. You will work with stakeholders toplan the logistics around the launch. You’ll also setgoals and expectations for the design.MeasureIn the Measure phase you will learn about how yourdesign solution is performing. You will get quan-LEAN and other quantitative methodologies allow for thetitative and qualitative feedback to learn if you areunderstanding of current system states and the rational correctionmeeting your goals and expectations. You will alsoof mechanical and nonhuman inefficiencies in systems.be able to improve your design.

8Introduction / Research CycleHuman-Centered Design: Discovery Stage Field GuideStep 1: Project BriefStep 4: Plan your research logisticsThe project brief is the initial ask, expressed interest, orsituation to study. This can come from leadership, one ofyour partners, or from your own experience or inquiry.Read more about Project Briefs on pages 10-11.With your participants lined up, plan out the rest of theresearch logistics. Reserve a space, gather the tools, draftquestions, and establish roles for the team. Read moreabout planning on pages 10-11 and 14-15.9Discovery CycleStep 5: Do the researchStep 2: Create a frame of inquiryBEFOREA frame of inquiry, or the “How Might We” question,identifies and frames the issue or the situation you areexploring. Use the “How Might We.” prompt to frameyour area of inquiry. Read more about framing and HMWquestions on pages 10-11.As the participants move through your frameof inquiry in their own way, remember thattheir perceptions and approaches are validreflections of their reality. That is what youwant to understand. Read more about doingthe research on pages 16-19.DURINGStep 3: Recruit research participantsWork within your network (both inside and outside of youragency) to find participants who meet your criteria. Lookclosely for participants whose life circumstances andexperiences align with your frame of inquiry. Read moreabout recruiting on pages 10-11.1. BRIEF2. FRAMEPA R T I C I PA N T S3 . R EC R U I T4. P L A NStep 6: SynthesisSTA RTStep 9: Reframe (if needed)REF R A MEDESIGNPH ASEOften, after your first round of researchand synthesis, you realize how much youdidn’t know about what you didn’t know.Though it may not feel like progress, it is.Sometimes, at this stage, you also decideto adjust your “How might we ” questionto one that more accurately capturesyour findings in this initial phase ofresearch. You may also decide to engagein additional rounds of research.Synthesis happens after your team has finished theinterviews. Now, all members of your team come togetherand collectively review and analyze the informationyou’ve gathered. Now is the time to step back, takestock, and tease out common themes and patterns.Read more about synthesis on pages 20-21.A F T ERSY N T H E S I SOPPORTUNITIESStep 7: OpportunitiesInsights will emerge during synthesis. Thebest and most relevant ideas, quotes, andobservations, will rise to the top. These canbecome fields of opportunity to explore.Read more about Insights on pages 22-25.Step 8: PresentNow is the time to communicate your findings tostakeholders and leadership. Know your audience andtailor your presentation accordingly. Read more aboutpresenting on pages 26-27.Once your team has completed the research,synthesized the results, presented it, and havesupport to move forward, then the next step inthe Human-Centered Design process is Design.PRESENT

10Discovery Stage Research Cycle / Before / Brief and FrameHuman-Centered Design: Discovery Stage Field Guide11How Might We.PURPOSEBEFOREThis section helps you begin research. Itprovides details about how to frame yourinquiry and how to tend to logistics.Checklist Secure a private meeting space andmeet with your team. Review your project brief as a team. Brainstorm and generate a list of“How might we ” (HMW) questionsthat provide a frame of inquiry. Test each HMW question, orproposed frame of inquiry, againstwhat you want to learn. Does theHMW question strongly align?As a team, select the HMW thatwill now guide your research. Ensure your HMW question is openenough that it can accommodate avariety of solutions.1. BRIEF2. FRAMEIntroductionFrame Your InquiryPreparing for a successful discovery researchTake time to frame a guiding question that willeffort takes time and step by step planning.become the foundation of your research. WhenYou’ll want to have a few key things lined upthe FDA sought to align their testing standard forbefore you begin. Doing so helps pave the wayfacemasks with testing standards for the samefor a smooth start.product managed by another federal agency,the problem was initially framed as a technicalnegotiation between scientists. However, during aco-design session it became clear that comfort wasGet Organized as a TeamAssign roles and responsibilities of team members.Key roles for HCD discovery include:3 . R EC R U I T4. P L A N Project Managers recruit, schedule interviews,confirm interviews, gather/store consentREFERENCES What is a “How Might We” question?VA CENTER FOR INNOVATION HCD TOOLKITFor this method of discovery, a “HowMight We” (HMW) question serves twopurposes. First, it is the frame of inquiryof the research. And second, a HMWquestion should spur and inspire theteam. The words have meaning. Might isopen, something to play with. Comparethis to the word ‘should’ which putsundue pressure and narrowing on theresearch from the start.“Tighter framingdirectly correlates witha more meaningful,targeted solution.”How might the Veterans ExperienceOffice (VEO) help district team membersto best serve and support local Veterancommunities?How might the Veterans HealthAdministration (VHA) better understandwhat Veterans expect and need fromprimary care?standards and needed to be included in the problemframe. This recognition of what was missing led afamily of problem frames that would take the effortin new directions. forms, gather/store raw and synthesized data,communicate with stakeholdersExamples of HMW questions from VA:a critical factor that was missing from both testingagencies that regulate the same product? lead synthesis, and facilitate efforts to identifythe most relevant design opportunities.How might we incorporate comfort into thetesting process for manufacturers?Design Researchers select research strategies forgathering qualitative data, conduct interviews,How might we reduce redundancy between How might we understand the broaderexperience of using facemasks?Select a question that is broad enough to encompass Research Assistants takes photographs andthe full shape of the issue you want to research butgathers audio recordings of the interviews.defined enough to keep your research focused andon-track.Select Your Research StrategySecure AlliesDiscuss and select your methods for gatheringEnlist supporters after your team has selected aqualitative data. The key method that discoveryguiding question. Align with your allies before youresearch requires is in-depth interviewing. Ideally,recruit participants. Secure allies by reaching out toyou are interviewing participants for an hour orpeople in your network (in and out of your agency)more (if time allows) in their homes, workplaces,who could have an interest in this research. Byor other sites where they feel comfortable (such asmaking others aware of the work ahead, your teamin a coffee shop). Consider using additional researchhelps build consensus and goodwill around thestrategies to supplement in-depth interviews, suchproject. This goodwill is key to moving the projectas spending time observing people in their world.forwards in a smooth and successful manner.

12Human-Centered Design: Discovery Stage Field GuideDiscovery Stage Research Cycle / Before / Recruitment13RecruitmentPURPOSESmart recruitment will determine thelegitimacy of your research and, byextension, the success of your project.This section provides tips for smartrecruitment.PrinciplesMethodsFinding and RecruitingScreening CandidatesIdentifying ParticipantsThe focus of your research project determines who you recruit and howOne way to discern whether an individual is aGive those who are doing the recruitment a clearmany people you recruit. Additionally, your recruitment effort shouldmatch for your research topic is to have a shortpicture of the kinds of participants you are lookingChecklistaim to capture a wide net of perspectives on the issue that is the focusconversation with them. Ask them to tell you theirfor. For example, if your research topic involves Involve your allies and supporters.They can be key to finding participantswho are the best match for yourresearch project. Inform your participants at the pointof recruitment that they have theright to withdraw from participationat any time for any reason. Guard against recruitment thatresults in participants who all soundthe same or bring to the table thesame perspective. Course-correctand ask those doing recruitment towiden their search.of your discovery research. Consider recruiting people of differentstory. Use open ended questions, like, “Can you tellgeriatric care from VA, you are recruitingservice branches, ages, ethnicities, genders, and life circumstances some a time when.” or simply, “Tell me about a dayparticipants who receive this care.as to capture a breadth of experience and perspectivesin the life at your agency.”REFERENCESThis also gets directly into the touchpoints orScheduling Interviewspain points you may want to study. Questions likeOnce participants have been screened and selected,Partner with the facility, union(s), and/or organization you’rethis ensure that you identify participants whoseit is important to keep them informed about theirstudying. Find a point of contact who can help you recruit researchexperience is pertinent to your work. It’s fine if theparticipation at key touchpoints in the interviewingparticipants. Be clear with them about your needs. Communicate withindividual is not a strong match. It saves your timeprocess. If possible use their preferred method ofyour partners consistently to ensure that they understand who you’reand the individual’s time. Thank them for theirreceiving communication (be it a phone call, email,researching and what you need to complete your research.interest in the project and for sharing their story,or text) to contact them when the interview date isand ask if they are open to you contacting them inset, and also give them a courtesy reminder a day inthe future for other research projects.advance of the interview.PartnershipsQualitative Research and HCDPeople familiar with quantitative research look for statistical signif-Health and Human Services ExampleA grant program that provides educationand training for low income individualsin the healthcare field was seekingways to improve collaboration betweeninstructors and the local grant programsthat are funding student educationin hopes to encourage studentpersistence.Types of people interviewed: Program Participants (students) Job developers Case managers Program Directors Instructors Representatives from partnerorganizations (workforce boards,social service agencies, non-profits,etc who provide other supports tostudents)icance. Qualitative research is different. Acknowledge this differencewith any quantitatively-based partners. Discuss with them how usableinsights from the qualitative side give color and human insight tothe quantitative data to which they have access. While quantitativedata informs service effectiveness quite well, qualitative data leadsProblemResearch ParticipantsImprove the applicationprocess for Federal jobcandidatesJob candidates,HR professionals,hiring managers, agencyprogram leads, collegecareer offices, agencyheads, policy specialists,back-end systemadministratorsSimplify the process forsmall businesses sellinggoods and services tothe Federal governmentSmall business owners,business developmentprofessionals, contractingofficers, programmanagers, agencycontract/schedule leadsto services that are easy, effective, and emotionally resonant and cancome from any individual. We don’t need huge sample sizes to findusable insights.Small sample, big opportunityProctor & Gamble’s Swiffer product was the result of designresearchers observing a cleaning workaround done by onewoman in her home—she wrapped paper towels around a broom.Observation of even one person can lead to a product or servicethat resonates with millions.

14Human-Centered Design: Discovery Stage Field GuideDiscovery Stage Research Cycle / Before / Plan15Plan the InterviewPURPOSEThis section outlines what you’ll need todo immediately before you conduct an interview. By tending to these logistics inadvance of the interview date, you freeup more time to focus on your researchmethod and approach.Checklist Try to meet with participants at theirhome, work, or a place where theyfeel most themselves, such as theirlocal library or coffee shop. Pack bottled water for you, yourparticipant, and your teammate(s). Have at the ready multiple copies ofthe Informed Consent Form. Review your participant informationone more time. Take a moment for yourself, whetherin the hallway, or interview spaceto clear your mind and focus on theinterview ahead. Arrive early to the interview site.Prepare ResearchConduct ResearchReview MaterialsPair UpEquipmentPrior to the research session, review your project brief and “HowConduct your research in pairs. Identify the personThe equipment for this kind of research is simpleMight We” question. Review participants names, titles, and anywho will ask questions and the person who willand low-tech. Don’t bring your laptop into anbackground information you may have.take notes. The interviewer should focus on theinterview unless absolutely necessary. And dointerviewee and the notetaker is there to supportnot use it to take notes. Instead, notes shouldEnsure Informed Consentand document the interview. Introduce yourselves,be hand-written. If you have received consentAll participants must be given the opportunity to provide their officialexplain the consent form, and ask the participantto capture audio, use a recording device, such asto sign it. The notetaker can secure the signed form.a smartphone. Reserve a quiet, private room orconsent-to-participate in the research project. They also must bewherever your participant feels comfortable. Thisgiven the opportunity to withdraw from the study. Different kinds ofmay be in the participant’s home, at office, or inresearch may require different kinds of information disclosure anda public place of the participant’s choosing. Noparticipant consent. Standard consent forms are one to two pages.matter where the interview takes place, try to createPage one will cover project details. Page two will cover permissions toa safe, comfortable, and quiet space where yourdocument the interview and participant signature. A blank copy of aparticipant can speak honestly about the subject.‘page 2’ can be found on page 33 of this guide. You can create your ownor use this one.Quiet room, private or publicMentally PrepareREFERENCESBelow are a few examples of currentlyused research methods that seek tounderstand people in their contextsand elicit their experiences, wants,and needs.Design EthnographyHelsinki Design Lab’s field guideto ethnographic research: -fieldguideReflect on the following key HCD beliefs before you beginthe interviews:1.NotepadThe participant is the expert in their own experience. We want toSmartphoneobserve and listen to them so as to understand their experience.2.The insights of participant are facts as they believe them to be.There are no wrong answers in the interview.3.We approach the participant ready to hear their story and theirInterviewerIntervieweeperspective. Before the interview, we check at the door our s and internal biases.InterceptsBehavioral scientist and researcher,Stephanie Habif, wrote a brief guide toIntercept interviews: h to-know-your-humans-9cdbf24037ff#.mjp45212o4.We are mentally present and focused in the moment and on theparticipant.Note-takerObserver (optional)Consent formPens/Pencils

16Discovery Stage Research Cycle / During / Visualizing the InterviewHuman-Centered Design: Discovery Stage Field Guide17Visualizing the InterviewREMEMBER: You represent your agency and you are there to listen and document the participant’sexperience. You have an opportunity to make the participant feel heard and understood by your agency,PURPOSEwhich will go a long way. During the interview, be present and stay focused on the participant and theirThis diagram is a visual representationof the path of a typical HCD discoveryinterview. We invite you to use it as aguide for your own interviews, if youfind it helpful.story. Remember to “Own the Moment”. That is most important.E X PLOREEM OT IONSChecklist Give introductions enough time andbreathing room. Participants maywant to spend some time getting toknow you before they open up to you. Share the purpose of the interviewwith your participant. Confirm that they understandthe purpose. Tell them to let you know if you ask aquestion they don’t understand. Smile and make eye contact. Be silent if the participant seemsto be thinking or mulling somethingover. Allow them time to think. Getcomfortable with long pauses. Be mindful of the participant’s comfortlevel. Pull back when necessary andgo in deeper when possible.E VOK ES TORIESBUIL D R A PP OR TREFERENCESStanford d.SchoolThe diagram to the right, adapted fromStanford’s d.School, represents apath you may follow when conductingan interview. If you’d like to learn more,please find additional information on thismodel at: hool/ methodcards/interview-for-empathy.pdfIN T RODUCE YO U RS EL FQU ES T IONS TAT EMEN T ST H A NK YOU & W R A P UPIN T RODU CE PRO JEC TTIME

18Human-Centered Design: Discovery Stage Field GuideDiscovery Stage Research Cycle / During the Interview19During the InterviewPURPOSEBe FluidThis section explains how you, as theinterviewer, will ask questions that helpguide and ground the conversation andthat help reveal the participant’s viewpoint on the research topic at hand.Interviews should be planned and questions scripted. During theChecklistAsk Open-ended Questions With pen and notepad in hand, jotdown interesting words,

By using Human-Centered Design, we can focus our time, resources, and energy on solutions and innovations that make service delivery effective, easy, and in tune with the emotions of our customers. HCD involves four phases of sequential work: discovery, design, delivery, and measurement. HCD is

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