Follow these tips and tricks to get deeper into the interview participant's mind, decision-making, and reactions. Empathy with the people you want to support will guide your design.

1. Interviews: Stop Thinking, Start Listening How to Get the Whole Story Indi Young

2. Slideshare Deck - 17-Feb-2011 2 Andrew Maier’s tweet, Friday 24-Sep-2010

3. Slideshare Deck - 17-Feb-2011 3 “Data-Driven” versus Qualitative Non-directive interviews generate qualitative data that can masquerade as “data-driven” Stories are just data with a soul. The Gifts of Imperfection – Dr. Brené Brown 12-Jun-2010 TEDxHouston

4. Slideshare Deck - 17-Feb-2011 4 The Transition from Interview to Design Non-Directive Interviews Relative Qualities of People’s Mental Process Empathy with the Types of People Interviewed Generate Better Designs to Support These Types of People Non-Directive  Qualitative  Empathy  Generative

5. Slideshare Deck - 17-Feb-2011 5 Tips & Tricks Summary Set a scope perimeter inside which any sort of conversation can happen Listen without an internal dialogue Ask why, to get to the root of things Follow the action –verbs!

6. Slideshare Deck - 17-Feb-2011 6 Keep the Conversation Inside the Perimeter Yak yak? Yak yakyakyakyakyakyak Yak yak? Yak yakyakyakyakyakyak Yak yak? Yak yakyakyakyakyakyak Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyak Yak yak? Yak yak? Yak yakyakyakyakyakyak

7. Slideshare Deck - 17-Feb-2011 7 Take the Time to Ask “Why?” Why – Pierrette Wiseman CC-BY-NC-SA Flickr pjboudreau/4854288925/

8. Slideshare Deck - 17-Feb-2011 8 Open Questions Who? What? When? Where? Why? How? Who? What does …? Why? Why? Why? How come …? Tell me a story about … Give me an example of … Could you explain …? Tell me more about …

9. Slideshare Deck - 17-Feb-2011 9 Verbs Are Stronger Than Nouns crowd expect priest murmur tourist feel spiritual tour guide tour pack go inside Vatican Sistine Chapel tour shush walk out group decide ticket turn around TV soccer game join shout gather blow horn Spanish Steps rub team show win feel cool visit watch Rome befriend strangers

10. Slideshare Deck - 17-Feb-2011 10 Verbs Are How We Empathize The point is to understand people deeply— — so deeply you could live their life, walk in their shoes, and make decisions exactly the way they would. So, how was my honeymoon in Italy?

11. Slideshare Deck - 17-Feb-2011 11 What to Listen For Behaviors(Motivations, Actions) Beliefs(Philosophies, Underpinnings) Reactions(Emotions, Feelings)

12. Slideshare Deck - 17-Feb-2011 12 Blunder Summary Skip the list of interview questions Don’t play Mr. Smarty Pants or Ms. Control Freak Conjecture would be futile Don’t “belief” everything

13. Slideshare Deck - 17-Feb-2011 13 Start with One Question & Go From There Yak yak? Yak yakyakyakyakyakyak Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyak List of Interview Questions Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyak Yak yakyakyakyakyakyak Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyak Yak yakyakyakyakyakyakyak

14. Slideshare Deck - 17-Feb-2011 14 Mr. Smarty-Pants Explain too much Doubt participant understands your question Pretend to understand Make condescending statements Ms. Control-Freak Follow your own agenda / topics Forget participant’s previous answer Feel embarrassed by your mistakes Miss key story elements

15. Slideshare Deck - 17-Feb-2011 15 What Is Conjecture? “… a statement likely to be true based on available evidence, but which has not been formally proven” A guess about “what I would do if …” bad word! Definition from wiktionary.org

16. Slideshare Deck - 17-Feb-2011 16 Just Because Someone Used the Word “Believe” or “Think” … … don’t confuse beliefs with: Emotion (dig deeper) Behavior (dig deeper) Opinion (move on) Conjecture (move on) Preference (move on)

17. Slideshare Deck - 17-Feb-2011 17 www.rosenfeldmedia.com - slides & videos - articles - how-to’s & templates @indiyoung indi@acm.org Code: INDI (25% discount)