Two different jobs (remember to take turns!)
• One person guide the conversations
• The other takes notes, ensures completeness
• Easier to focus on just talking or note-taking
• Better shared understanding later
It’s a conversation,
not an interrogation
#3 Create a conversation
Open and closed-ended questions
Body language and encouragers
Listen for needs and goals
“If you had that feature, what
would that allow
you to do?”
Avoid leading questions
Leading: “Would it be helpful if
we added feature x?”
Better: “Tell me a story about
the last time you …”
Simple interview framework
1. Warm-up questions to set context
“Tell me a little about yourself and how you…”
2. Talk about real events, avoid conjecture
“Tell me about a recent time when you…”
3. Express appreciation
“Thanks for your time, this was helpful!”
4. Ask for permission to follow up and referrals
“May we contact you again?
“Can you introduce us to other people like you?”
#4 Show the
1. Pair up! Choose who will be the first “architect/
interviewer.” The other person is the “customer/
2. Architect: Conduct a 5-minute interview to learn the
qualities that would make this customer LOVE the house
you will design.
3. Switch after 5 minutes so each person does an interview.
Make a topic map (team activity)
5 min Individual activity (silent): Write stickies that
answer the question “what do I wish I knew
about my customer/user?”
5 min Group activity: Taking turns, read your stickies
to each other and put them on a table or
5 min Group activity: organize the stickies, give each
group a short 1-3 word name.
5 min Individual activity: Copy the group names to a
piece of paper to make a topic map.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.