How to interview customers & design UX across devices (Orange Hive Intro)

Orange Hive | UX: How to interview customers & design UX across devices @ Zopim | 28th Feb 2015
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HELLO, MY NAME IS  ________________________

Checkin! What are some questions you’re looking to make headway on today? What are
you looking forward to learning or exploring?

Part 1: How Zopim understands customers and makes decisions (Jianwei + Junhan)
A lean approach…

A robust approach...
Anything else you’d like to remember:

Part 2: The big picture flow of the user testing & interviewing process (Gia + Kaixin)

a. Set objective
b. Screening
c. Design discussion guide
d. Conduct interview

a. Set objective: Why are objectives important?

What are the types of research objectives? What are some examples of it?

b. Screen/recruit participants: Why is it important to recruit the right interviewees? How?

Cocreated by Gia, Ahmed, Jian, Junhan, Aishy, Kaixin and Angela for TheOrangeHive.com Community
UX Workshop @ Zopim. Questions? Email Angela Ognev (angela@redesignhappy.com)

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c. Design a discussion guide
Part 3: You are the interviewer! Test out this 6 step discussion guide (Gia + Kaixin)

What is a discussion guide?

Broad framework for writing a discussion guide for a typical 60 minutes interview:
Steps Purpose of each steps
Step 1: Research
objectives

Step 2: Introduction
(5 mins)

Step 3: Background
(10 mins)

Step 4: Open exploration
(15 mins)

Step 5: Constrained tasks
(15 mins)

Step 6: Wrap up questions
(10 mins)

Step 1: Objectives
Business objectives
Zopim wants to explore how it can improve the user experience of its help and support
services for its endusers.
Research objectives for this case study:


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Step 2: Introduction into the session
Purpose of this step:
Sample script: Tips
Introduce yourself & company
Brief agenda of the session & what
will happen

Ethics in research
Assurance (confidentiality, freedom to
speak mind, freedom to stop session)
Get consent

Before we proceed with the interview questions, here’re some tips on how to design
questions and how to interview.
Tips on HOW TO DESIGN QUESTIONS:

Tips on HOW TO INTERVIEW:


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Step 3: User background / Context of use
Objectives:
● Explore current behaviours in seeking help and support on websites in general

Questions you could ask:

Step 4: Open exploration
Objectives:


Step 5: Constrained tasks
Objectives:
● Understand current behaviours on how customers seek help and support when
signing up for a service / requesting a refund on a purchase.
● Explore any pain points using Zopim’s help and support solutions


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Scenarios (continued from Step 5)
Scenario for MyRepublic:

Let’s say you want to sign up for the 200mbps broadband plan with MyRepublic but you are unsure
whether they can do installation in the weekends. You want to find if that is possible and if there is any
additional fee charged by doing so.

Task: Find out if you can have the installation during the weekends and check if there’s additional fees
charged for it.
Scenario for HipVan:

Let’s say you have received your order, a table clock from HipVan, but you realise it doesn’t work after
putting batteries in. You wanted to find out if there is a refund policy and how long is the process of
shipping back the item and receiving a new one.

Task: Find out if there is a refund policy and how long is the process of shipping back the item and
receiving a new one.


Interviewee’s response + Notes of
your observation of the interviewee


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Interviewee’s response + Notes of
your observation of the interviewee


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Step 6: Wrap up questions
Objectives:
● Explore overall impression of the website’s help and support service.
● Understand how the website’s help and support service compare with other services
the participant might have used before.

Interviewee’s response & Notes of your
observation of the interviewee

Congrats! You’ve written your discussion guide and can proceed to conducting the interview.


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Part 4: But what about mobile? Exploring UX in different contexts (Ahmed)
What is the significance of someone accessing a site from their phone (or tablet?)

Conduct a miniinterview using the skills you’ve learned earlier.
What did you observe about the interviewee?

What did you notice about your own exp?

What problems did you notice? How will you improve and test them?
Key problems:

Sketch a quick solution idea!

Takeaways: What’s next? How do you measure success, and justify the changes?

Part 5: What about the business owners using Zopim? (Ahmed + Zopim)
Who are all the people involved in interacting with the widget? List the stakeholders.


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(continued from Part 5)
Take the business perspective! Notice how it may differ across companies.
What does customer service mean for the
business?

What does Good UI mean for business?
What incentives might businesses have?
(Consider size, scale, competition, brand,
stage of project, etc)

How might the business measure success?

Takeaways: What do you want to remember or learn more re: strategy, service, priorities…

Interview Jian Wei and Jun Han: Learn about MyRepublic and Hipvan business personas

Part 6: Put all parts together! Design an improved UX and how you’ll test it.
DEFINE: What’s the problem or interaction to be improved? What are your insights?

Go a level deeper: Why’s that a problem?


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Learn from the past. Take notes on Jianwei and Junhan’s case study.
Zendesk embeddables…

Selfhelp, chat, & email...

IDEATE! Design 3 tweaks or completely nonZopim key problem solving ideas. Design tests.
Addition, Subtraction, or New Idea How will you know that it’s successful?

Redesign Takeaways: What’s important for the enduser, business customers & Zopim?
How did you know?

Part 7. Orange Hive | How to interview customers & design UX across devices
What do you want to remember from today?

How will you apply learnings?


How to interview customers & design UX across devices (Orange Hive Intro)

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