Interviewing Workshop, Lean UX NYC 2014

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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 class 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, and lightweight analysis and synthesis techniques that work well in rapidly changing innovative and entrepreneurial environments.

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Interviewing Workshop, Lean UX NYC 2014

  1. 1. Effective Customer Interviewing Lean UX NYC, April 11 2014 Adrian Howard (@adrianh) quietstars.com
  2. 2. Hello!
  3. 3. Ask questions
  4. 4. Don't have to copy the slides
  5. 5. Chatham House Rule applies please
  6. 6. “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed”
  7. 7. Disclaimer: Eh?
  8. 8. I ♥ feedback
  9. 9. Swear Jar
  10. 10. (obligatory cute animal slide)
  11. 11. Who are you?
  12. 12. Tip: Drink!
  13. 13. ?
  14. 14. Stand up
  15. 15. A – B - C
  16. 16. A = Speaker
 B = Interviewer
 C = Observer
  17. 17. Speakers:
 Shut your eyes
  18. 18. Interviewers:
 Chat with the speaker about their best restaurant experience.
  19. 19. Observers:
 Watch what happens. Write observations on post-it notes.
  20. 20. Interviewers:
 Do not take notes.
  21. 21. 2 minutes
  22. 22. Reflection
  23. 23. B = Speaker
 C = Interviewer
 A = Observer
  24. 24. Speakers:
 Shut your eyes
  25. 25. Interviewers:
 Chat with the speaker about their best holiday experience.
  26. 26. Interviewers:
 One more thing.
  27. 27. Interviewers:
 After the first question – you cannot speak again. Shhhhh!
  28. 28. Observers:
 Watch what happens. Write observations on post-it notes.
  29. 29. Interviewers:
 Do not take notes.
  30. 30. 2 minutes
  31. 31. Reflection
  32. 32. Tip: Use silence
  33. 33. The opposite of talking isn't listening. The opposite of talking is waiting.
 
 - Fran Lebowitz

  34. 34. C = Speaker
 A = Interviewer
 B = Observer
  35. 35. Speakers:
 Shut your eyes
  36. 36. Interviewers:
 Chat with the speaker about how they decorate & furnish their home.
  37. 37. Tip:
 Remember to use silence and body language.
  38. 38. Interviewers:
 One more thing.
  39. 39. Interviewers:
 After the first question you can only ask “Can you tell me more about X?”
  40. 40. Interviewers:
 (where X is something the speaker has previously mentioned).
  41. 41. Observers:
 Watch what happens. Write observations on post-it notes.
  42. 42. Interviewers:
 Do not take notes.
  43. 43. 4 minutes
  44. 44. Reflection
  45. 45. Tip:
 Reflect back what the speaker said.
  46. 46. Every clarification breeds new questions.
 
 - Arthur Bloch

  47. 47. Relax...
  48. 48. ?
  49. 49. Interviews ≠ Quiz
  50. 50. Interviews ≠ Survey
  51. 51. Interviews ≠ Script
  52. 52. Interviews cannot
 be automated
  53. 53. Rapport
  54. 54. Empathy
  55. 55. Why do we do interviews?
  56. 56. Learn from customers
  57. 57. Test our assumptions
  58. 58. Test our hypotheses
  59. 59. Finding customers
  60. 60. Recruiters
  61. 61. Hassling people on the street
  62. 62. Tip: Bribes
  63. 63. Tip: Look for bored people
  64. 64. Coffee shops
  65. 65. Tip:
 Don't look scary
  66. 66. Go where your customers are
  67. 67. Tip:
 Go with somebody
  68. 68. Use your organisation
  69. 69. Tip: Sales
  70. 70. Tip: Marketing
  71. 71. Tip: Support
  72. 72. Online
  73. 73. LinkedIn / Twitter / Facebook / Google+
  74. 74. craigslist
  75. 75. Ethnio.net
  76. 76. More Interviewing Tips
  77. 77. Tip: 
 Remember the person.
  78. 78. Can you tell me a little bit about yourself?
  79. 79. Tip: 
 Ask open questions.
  80. 80. What was the last book you read?
  81. 81. What do you like to read?
  82. 82. Tip: 
 Ask for stories.
  83. 83. Can you tell me about the last time...
  84. 84. Tip: 
 No leading questions.
  85. 85. Do you want to use this at work?
  86. 86. Where would you use this?
  87. 87. Exercise time
  88. 88. Today you found a startup!
  89. 89. Exploring exciting new ways to create a great experience eating out
  90. 90. Helping people have the holiday of their dreams.
  91. 91. Democratising professional interior decoration
  92. 92. What do you want to find out?
  93. 93. Identify Topics
  94. 94. Individually write down topics on post-it notes
  95. 95. 5m
  96. 96. Group and label them as a team
  97. 97. 5m
  98. 98. Write down list
  99. 99. Reflection
  100. 100. Talking to the right people
  101. 101. Screening surveys
  102. 102. Identify attributes of target group
  103. 103. Positive filters
  104. 104. Negative filters
  105. 105. Avoid leading questions
  106. 106. Availability
  107. 107. Contact info
  108. 108. Collecting information
  109. 109. A = Speaker
 B = Interviewer
 C = Observer
  110. 110. Interviewers & Observers:
 Write down the key points that the speaker says
  111. 111. 5m
  112. 112. Tips:
 
 - Silence.
 - Reflect back.
 - Remember the person.
 - Ask open questions.
 - Ask for stories.
 - No leading questions.
  113. 113. Reflection
  114. 114. Tip:
 Observations vs insights
  115. 115. Tip:
 Interview in pairs
  116. 116. B = Speaker
 C = Interviewer
 A = Observer
  117. 117. 5m
  118. 118. Tips:
 
 - Silence.
 - Reflect back.
 - Remember the person.
 - Ask open questions.
 - Ask for stories.
 - No leading questions.
 - Observations vs Insights.
  119. 119. Reflection
  120. 120. C = Speaker
 A = Interviewer
 B = Observer
  121. 121. 5m
  122. 122. Tips:
 
 - Silence.
 - Reflect back.
 - Remember the person.
 - Ask open questions.
 - Ask for stories.
 - No leading questions.
 - Observations vs Insights.
  123. 123. Reflection
  124. 124. Synthesis
  125. 125. Affinity Diagramming
 (or KJ Method)
  126. 126. Empathy Mapping
  127. 127. Incremental Persona
  128. 128. Further Reading
  129. 129. If you're keen
  130. 130. If you're really keen
  131. 131. Ch 7 of “Mental Models” by Indi Young
 
 Ch 9 & 10 of “User and Task Analysis for Interface Design” by JoAnn T. Hackos, Janice C. Redish
 
 Ch 6 of "Observing the User Experience" by Mike Kuniavsky, Elizabeth Goodman & Andrea Moed 
 
 Ch 4 of "Contextual Design" by Hugh Beyer and Karen Holtzblatt

  132. 132. @adrianh quietstars.com slideshare.net/adrianh
 adrianh@quietstars.com Thank You And any questions?
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