Effective Customer Interviewing

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To build the right product you need to understand the people who use it. Good interviewing should be one of your core skills - whether you are a designer, an entrepreneur, a product manager, or an innovator.

This workshop will show you how to get the most from your conversations with customers. In a series of mock interviews you'll learn basic techniques, mistakes to avoid, common cognitive biases, and a number of lightweight analysis and synthesis techniques that work well in rapidly changing innovative and entrepreneurial environments.

No Lean Startup or UX knowledge required. Just bring yourself.

Presented at Lean UX NYC 2013

Published in: Design, Business, Technology
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Effective Customer Interviewing

  1. 1. Effective CustomerInterviewingLean UX NYC 2013Adrian Howard (@adrianh)quietstars.com
  2. 2. Hello!
  3. 3. Eh?
  4. 4. Ask questions
  5. 5. Tip: Drink!
  6. 6. ?
  7. 7. Stand up
  8. 8. A – B - C
  9. 9. A = SpeakerB = InterviewerC = Observer
  10. 10. Speakers:Shut your eyes
  11. 11. Interviewers:Chat with thespeaker about theirbest restaurantexperience.
  12. 12. Observers:Watch whathappens. Writeobservations onpost-it notes.
  13. 13. 2 minutes
  14. 14. Reflection
  15. 15. B = SpeakerC = InterviewerA = Observer
  16. 16. Speakers:Shut your eyes
  17. 17. Interviewers:Chat with thespeaker about theirbest holidayexperience.
  18. 18. Interviewers:One more thing.
  19. 19. Interviewers:After the firstquestion – youcannot speakagain. Shhhhh!
  20. 20. Observers:Watch whathappens. Writeobservations onpost-it notes.
  21. 21. 2 minutes
  22. 22. Reflection
  23. 23. The opposite of talking isnt listening. Theopposite of talking is waiting.- Fran Lebowitz
  24. 24. C = SpeakerA = InterviewerB = Observer
  25. 25. Speakers:Shut your eyes
  26. 26. Interviewers:Chat with thespeaker about howthey decorate &furnish theirhome.
  27. 27. Tip:Remember to usesilence and bodylanguage.
  28. 28. Interviewers:One more thing.
  29. 29. Interviewers:After the firstquestion you canonly ask “Can youtell me more aboutX?”
  30. 30. Interviewers:(where X issomething thespeaker haspreviouslymentioned).
  31. 31. Observers:Watch whathappens. Writeobservations onpost-it notes.
  32. 32. 4 minutes
  33. 33. Reflection
  34. 34. Tip:Reflect back whatthe speaker said.
  35. 35. Every clarification breeds new questions.- Arthur Bloch
  36. 36. Relax...
  37. 37. ?
  38. 38. Interviews ≠ Quiz
  39. 39. Interviews ≠Survey
  40. 40. Interviews areAI-hard tasks
  41. 41. Rapport
  42. 42. Why do we dointerviews?
  43. 43. Steve Blankat Ardent
  44. 44. At the top of his lungs he screamed, “You don’tknow a damn thing about what thesecustomers need! You’ve never talked to anyonein this market, you don’t know who they are,you don’t know what they need, and you haveno right to speak in any of these planningmeetings.”
  45. 45. “I want you out of the building talking tocustomers; find out who they are, how theywork, and what we need to do to sell them lotsof these new computers.” Motioning to our VPof Sales, he ordered: “Go with him and get himin front of customers, and both of you don’tcome back until you can tell us something wedon’t know.”
  46. 46. Learn fromcustomers
  47. 47. Finding customers
  48. 48. Hassling people onthe street
  49. 49. Tip: Bribes
  50. 50. Coffee shops
  51. 51. Tip:Dont look scary
  52. 52. Go where yourcustomers are
  53. 53. Sales
  54. 54. Marketing
  55. 55. Customer Support
  56. 56. Online
  57. 57. craigslist
  58. 58. Ethnio.net
  59. 59. Learn fromcustomers
  60. 60. Test ourassumptions
  61. 61. 1) Learn what?
  62. 62. 2) From who?
  63. 63. Exercise time
  64. 64. Today you found astartup!
  65. 65. Exploring excitingnew ways to createa great experienceeating out
  66. 66. Helping peoplehave the holiday oftheir dreams.
  67. 67. Democratisingprofessionalinterior decoration
  68. 68. Build Topic Maps
  69. 69. Individually writedown topics onpost-it notes
  70. 70. 2m
  71. 71. Group and labelthem as a team
  72. 72. 5m
  73. 73. Interviewing
  74. 74. A = SpeakerB = InterviewerC = Observer
  75. 75. Tip:Remember theperson.
  76. 76. Can you tell me alittle bit aboutyourself?
  77. 77. 5m
  78. 78. Reflection
  79. 79. Interviewing
  80. 80. B = SpeakerC = InterviewerA = Observer
  81. 81. Interviewers &Observers:Both note downspeakers keypoints.
  82. 82. Tip:Ask openquestions.
  83. 83. What was the lastbook you read?
  84. 84. Can you tell meabout the kind ofbooks you read?
  85. 85. 5m
  86. 86. Reflection
  87. 87. Interviewing
  88. 88. C = SpeakerA = InterviewerB = Observer
  89. 89. Interviewers:No notes
  90. 90. Observers:Observations vsinsights
  91. 91. Tip:Ask for stories.
  92. 92. Can you tell meabout the lasttime...
  93. 93. 5m
  94. 94. Reflection
  95. 95. Reflection
  96. 96. Communicatingresults
  97. 97. AffinityDiagramming
  98. 98. Further Reading
  99. 99. Coming soon
  100. 100. And if youre keen
  101. 101. Ch 7 of "Mental Models" by Indi YoungCh 10 of "User and Task Analysis for InteractionDesign"Ch 9 & 10 of "User and Task Analysis forInterface Design" by JoAnn T. Hackos, Janice C.RedishCh 6 of "Observing the User Experience" byMike Kuniavsky, Elizabeth Goodman & AndreaMoedCh 4 of "Contextual Design" by Hugh Beyer andKaren Holtzblatt
  102. 102. Bonus Exercise
  103. 103. How do we build abetter conferenceexperience
  104. 104. @adrianhquietstars.comadrianh@quietstars.comThank You

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