I gave this talk at Confab London in March 2013, and again at the New York City Content Strategy Meetup in April 2013.
We can pore over detailed web analytics, review demographic charts, and devise colourful personas to guide our work, but until we’ve actually spoken to our customers—preferably face-to-face—we won’t truly understand their needs.
Interviewing customers requires a balance of empathy and objectivity. We need to learn how to ask the right questions, interpret the answers, and consequently create more effective content.
24. Make small talk.!
“The more confident you are at talking to different
types of people, the better you’ll be at research
interviews and truly listening to what people have
to say. If small talk isn’t your strong point, maybe
it’s an excuse to go to more parties - for research
purposes, of course.”
- Cennydd Bowles and James Box
(p.29, Undercover User Experience Design)
29. Don’t interrupt.!
... and I mean, I like the blankies and all,!
but I just wonder if they couldn’t be a bit
bigger. Sometimes I find that my toes stick
out at the bottom and -- !
Hot today,
isn’t it?!
51. Sample questions!
! How did you first hear about Snuggle Blankies?
! Did you try any other similar companies, like Blankies R Us or Blankie Hut?
! What are the most important things you need from Snuggle Blankies?
! Have you ever had to call 0800-SNUGGLE?
! What was the worst thing about your experience with Snuggle Blankies?
! What was the best part of your Snuggle Blankies experience?
! Was there anything you found confusing?
! Is there anything else we haven’t covered that you’d like to mention?
75. Answer their questions.!
The statement!
“I’m a bit worried
about ordering a
Snuggle Blankie
online because I
might not like it
when it arrives.”!
The underlying
question!
What happens
if I don’t like
my blankie
when it arrives?!
The result!
Can I return my blankie
if I don’t like it?!
Yes, absolutely. Just put
it in the envelope
provided and you can
return it to us free of
charge. We will refund
you, or you can choose
another blankie.!