Interviewing Users (Catapult Labs event)
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Interviewing users is undeniably one of the most valuable and commonly used user research tools. Yet sometimes we forget that it's a skill we need to learn, because: ● It's based on skills we think we have ● It's not taught or reflected on People tend to 'wing it' rather than develop their skills. Without good interviewing skills, insights may be inaccurate or reveal nothing new, suggesting the wrong design or business responses, or they may miss the crucial nuance that points to innovative opportunities. Steve will share best practices for asking questions and listening and then lead a “safe” interviewing exercise.
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Interviewing Users (Catapult Labs event)
- 1. 1 Interviewing Users How to Uncover Compelling Insights Steve Portigal @steveportigal
- 2. www.portigal.com2 @steveportigal We help companies discover and act on new insights about their customers and themselves Portigal
- 3. www.portigal.com3 @steveportigal Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Interviewing Users book now available
- 4. www.portigal.com4 @steveportigal What to make or do Refine& prototype Launch Iterate & improve Get data from users throughout development Take a fresh look at people Use existing ideas as hypotheses Explore new ideas
- 5. www.portigal.com5 @steveportigal Define the problem Participants and methodology Do something with the data! Our insights-based process Screening criteria, recruiting, field guide, stimuli Analysis, synthesis, divergence, convergence Fieldwork Interviews, self- reporting, debriefs Trends, strategic initiatives, market data, stakeholders
- 6. www.portigal.com6 @steveportigal Define the problem Participants and methodology Do something with the data! Focus for this session Screening criteria, recruiting, field guide, stimuli Analysis, synthesis, divergence, convergence Fieldwork Interviews, self- reporting, debriefs Trends, strategic initiatives, market data, stakeholders
- 7. www.portigal.com7 @steveportigal The interview guide (or field guide) A detailed plan of what will happen in the interview • Questions, timing, activities, tasks, logistics, etc. Transforms questions-we-want-answers-to into questions-we-will-ask Share with team to align on issues of concern • Especially with multiple teams in the field Helps you previsualize the flow of the session • Include questions as well as other methods that you‟ll use
- 8. www.portigal.com8 @steveportigal Use a range of methods Interview “Tell us about how you‟re using this product…” Tasks “Can you draw me a map of your computer network?” Participation “Can you show me how I should make a Whopper?” Demonstration “Show us how you update your playlists.” Role-playing “I‟ll be the customer and you be the receptionist, and you show me how they should respond.”
- 9. www.portigal.com9 @steveportigal Use a range of methods Logging Participant takes regular digital photos or fills out a booklet documenting their activities Homework Participant saves up all their junk mail for two weeks to prompt our discussion Stimuli Review wireframes, prototypes, simulations, storyboards Exercises What‟s in your wallet? What‟s in your fridge? Sketch your idealized solution
- 10. www.portigal.com10 @steveportigal Observing Notice what… people, places Notice how… processes, sequences, interactions Suspend your point of view Avoid conclusions Allow confusion Do it “out loud” Steve, practicing his “noticing.” You can tell because he looks like he may be a little confused.
- 11. www.portigal.com11 @steveportigal You‟re observing people within their culture. Notice how cultural artifacts reflect and define the environment; and reveal what is “normal” Normal isn‟t “right or wrong” – it‟s the set of background rules that define much of what people choose or ignore Media Products Advertisements Street Culture Trends/ Fads Cultural context What are they selling?
- 15. www.portigal.com15 @steveportigal Explore solutions in the field Consider the difference between testing and exploring Avoid “Do you like this?” Don‟t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Participatory design Doesn‟t mean we implement the requested solution literally “I wish it had a handle” Many ways to solve the underlying need (“I need to move it around”) Designers work with this data to generate alternatives Image from Roberto and Worth1000.com
- 16. Click to edit Master title style www.portigal.com16 @steveportigal Principles inform tactics I don't skate to where the puck is, I skate to where the puck is going to be – Wayne Gretzky
- 17. Click to edit Master title style www.portigal.com17 @steveportigal Interviewing principles Check your worldview at the door Embrace how other people see the world Build rapport Listen
- 18. Click to edit Master title style www.portigal.com18 @steveportigal Check your worldview at the door Before you start doing interviews, do a team-wide brain dump of all your assumptions and expectations • Get closely-held beliefs out of your heads • You needn‟t go back to verify your assumptions; goal is to make assumptions explicit Make the interview about the interview • As a transitional ritual, agree explicitly that you are going to Learn about Paul rather than Identify NextGen Opportunities for Roadmap
- 19. Click to edit Master title style www.portigal.com19 @steveportigal Embrace how other people see the world Go to where your users are rather than asking them to come to you Nip distractions in the bud • Eat! • Leave plenty of time so you aren‟t rushed when you arrive • Find a bathroom beforehand Be ready to ask questions you (think you) know the answers to • Think about: “When are your taxes due?” • What do you know? What are you afraid they‟ll say? What might you learn?
- 20. Click to edit Master title style www.portigal.com20 @steveportigal Build rapport Be selective about social graces • Just enough small talk • Accept what you‟re offered Be selective about talking about yourself • Reveal personal information to give them permission to share • Otherwise, think “OMG! Me too!” without saying it Work towards the tipping point • From question-answer to question-story • You won‟t know when it‟s coming; be patient Acknowledge the interview as something…unusual • “What I want to learn today…” over friendly chat
- 21. Click to edit Master title style www.portigal.com21 @steveportigal Listen You can demonstrate that you are listening by asking questions! • Follow-up, follow-up, follow-up • “Earlier, you told us that…” • “I want to go back to something else you said…” Signal your transitions: “Great, now I‟d like to move onto a totally different topic” This level of listening is not how we normally talk to each other • Remember that you are interviewing, not having a conversation • This is really hard
- 22. Click to edit Master title style www.portigal.com22 @steveportigal Listening body language Yes! Not so much.
- 23. Click to edit Master title style www.portigal.com23 @steveportigal Silence defeats awkwardness After you ask your question, be silent • Don‟t put the answers in the question After they‟ve answered you, be silent
- 24. Click to edit Master title style www.portigal.com24 @steveportigal Use natural language Talk like your subject talks!
- 25. Click to edit Master title style www.portigal.com25 @steveportigal If you want to fix something, wait until the end It‟s frustrating to watch users struggle with your product • Remember, you are there to learn from them You will lose the interview if you start taking their questions When it‟s time to go, show or tell them only what will help them
- 26. Click to edit Master title style www.portigal.com26 @steveportigal Questions to gather context and collect details Sequence “Describe a typical workday. What do you do when you first sit down at your station?…Then what do you do next?” Quantity “How many files would you delete when that happens?” Specific examples “What is the last movie that you streamed?” – Compare this to “What movies do you stream?” Complete list “What are all the different apps you have installed on your smartphone?” – Will require follow up Relationships “How do you work with new vendors?” – General question is appropriate when you don‟t even know enough to ask a specific question Organizational structure “Who does that department report to?”
- 27. Click to edit Master title style www.portigal.com27 @steveportigal Questions to probe on what‟s unsaid Clarification “When you refer to „that‟ you are talking about the newest server, right?” Code words/native language “Why do you call it the „Batcave?‟” Emotional cues “Why do you laugh when you mention „Best Buy?‟” Why “I‟ve tried to get my boss to adopt this format, but she just won‟t do it…” “Why do you think she hasn‟t?” Probe delicately “You mentioned a difficult situation that changed your usage. Can you tell us what that situation was?” Probe without presuming “Some people have very negative feelings about Twitter, while others don‟t. What is your take?”
- 28. Click to edit Master title style www.portigal.com28 @steveportigal Questions to probe on what‟s unsaid Explain to an outsider “Let‟s say that I‟ve just arrived here from another decade, how would you explain to me the difference between smartphones and tablets?” Teach another “If you had to ask your daughter to operate your system, how would you explain it to her?”
- 29. Click to edit Master title style www.portigal.com29 @steveportigal Questions to uncover mental models Compare processes “What‟s the difference between sending your response by fax, mail or email?” Compare to others “Do the other coaches also do it that way?” Compare across time “How have your family photo activities changed in the past five years? How do you think they will be different five years from now?” – Not intended to capture an accurate prediction but break free from what exists now
- 30. Click to edit Master title style www.portigal.com30 @steveportigal Why so many types of questions? Real interviews aren‟t as simple as asking a question, getting an answer, and then moving onto the next question in your list. You are unlikely to get to the actual answer without asking a few different questions a few different ways. You need a range of tools and techniques. And you need to feel when you haven’t got to the real answer yet so you can keep going .
- 31. Click to edit Master title style www.portigal.com31 @steveportigal Prepare for exploding questions • Coping techniques • Wait until these issues come up organically, without you having to ask • Make notes on your field guide about what you want to loop back to so you don‟t forget • Triage based on what‟s most pressing for your topic • Triage based on what makes the best follow-up, to demonstrate listening
- 32. Click to edit Master title style www.portigal.com32 @steveportigal Exploding questions can lead to a flow state
- 33. Click to edit Master title style www.portigal.com33 @steveportigal We learn from mistakes and mishaps Collect and share war stories with other interviewers www.portigal.com/series/WarStories
- 34. Click to edit Master title style www.portigal.com34 @steveportigal Interviewing exercise Get in groups of 3 Use the field guide handout • Imagine you are in a startup looking for opportunities in (news, food, media) • Treat it as a guide, as a starting place • Let yourself follow-up Three rounds of interviews, ~8 minutes each • One interviewer, one interviewee, one observer • Each person plays each role once • Stay in the exercise! Group debrief