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Lean UX: 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 …

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.

Presented at General Assembly, June 6, 2013.

Published in: Design
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  • 1. Effective CustomerInterviewingGeneral Assembly, June 6 2013Adrian Howard (@adrianh)quietstars.com
  • 2. Hello!
  • 3. Eh?
  • 4. Ask questions
  • 5. Dont take notes(slideshare.net/adrianh)
  • 6. Tip: Drink!
  • 7. ?
  • 8. Stand up
  • 9. A – B - C
  • 10. A = SpeakerB = InterviewerC = Observer
  • 11. Speakers:Shut your eyes
  • 12. Interviewers:Chat with thespeaker about theirbest restaurantexperience.
  • 13. Observers:Watch whathappens. Writeobservations onpost-it notes.
  • 14. Interviewers:Do not take notes.
  • 15. 2 minutes
  • 16. Reflection
  • 17. B = SpeakerC = InterviewerA = Observer
  • 18. Speakers:Shut your eyes
  • 19. Interviewers:Chat with thespeaker about theirbest holidayexperience.
  • 20. Interviewers:One more thing.
  • 21. Interviewers:After the firstquestion – youcannot speakagain. Shhhhh!
  • 22. Observers:Watch whathappens. Writeobservations onpost-it notes.
  • 23. Interviewers:Do not take notes.
  • 24. 2 minutes
  • 25. Reflection
  • 26. The opposite of talking isnt listening. Theopposite of talking is waiting.- Fran Lebowitz
  • 27. C = SpeakerA = InterviewerB = Observer
  • 28. Speakers:Shut your eyes
  • 29. Interviewers:Chat with thespeaker about howthey decorate &furnish theirhome.
  • 30. Tip:Remember to usesilence and bodylanguage.
  • 31. Interviewers:One more thing.
  • 32. Interviewers:After the firstquestion you canonly ask “Can youtell me more aboutX?”
  • 33. Interviewers:(where X issomething thespeaker haspreviouslymentioned).
  • 34. Observers:Watch whathappens. Writeobservations onpost-it notes.
  • 35. Interviewers:Do not take notes.
  • 36. 4 minutes
  • 37. Reflection
  • 38. Tip:Reflect back whatthe speaker said.
  • 39. Every clarification breeds new questions.- Arthur Bloch
  • 40. Relax...
  • 41. ?
  • 42. Interviews ≠ Quiz
  • 43. Interviews ≠ Survey
  • 44. Interviews ≠ Script
  • 45. Interviews cannotbe automated
  • 46. Rapport
  • 47. Empathy
  • 48. Why do we dointerviews?
  • 49. Learn fromcustomers
  • 50. Test ourassumptions
  • 51. Test ourhypotheses
  • 52. Finding customers
  • 53. Recruiters
  • 54. Hassling people onthe street
  • 55. Tip: Bribes
  • 56. Coffee shops
  • 57. Tip:Dont look scary
  • 58. Go where yourcustomers are
  • 59. Tip:Go with somebody
  • 60. Sales
  • 61. Marketing
  • 62. Customer Support
  • 63. Online
  • 64. craigslist
  • 65. Ethnio.net
  • 66. Exercise time
  • 67. Today you found astartup!
  • 68. Exploring excitingnew ways to createa great experienceeating out
  • 69. Helping peoplehave the holiday oftheir dreams.
  • 70. Democratisingprofessionalinterior decoration
  • 71. Build Topic Maps
  • 72. Individually writedown topics onpost-it notes
  • 73. 2m
  • 74. Group and labelthem as a team
  • 75. 5m
  • 76. Write down list
  • 77. Interviewing
  • 78. Tip:Remember theperson.
  • 79. Can you tell me alittle bit aboutyourself?
  • 80. Tip:Ask openquestions.
  • 81. What was the lastbook you read?
  • 82. Can you tell meabout the kind ofbooks you read?
  • 83. Tip:Ask for stories.
  • 84. Can you tell meabout the lasttime...
  • 85. Tip:No leadingquestions.
  • 86. Do you want to usethis at work?
  • 87. Where do you usethis?
  • 88. A = SpeakerB = InterviewerC = Observer
  • 89. Interviewers &Observers:Write down the keypoints that thespeaker says
  • 90. Tip:Observations vsinsights
  • 91. Tips:- Silence.- Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.
  • 92. 5m
  • 93. Tips:- Silence.- Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.
  • 94. Reflection
  • 95. B = SpeakerC = InterviewerA = Observer
  • 96. C = SpeakerA = InterviewerB = Observer
  • 97. Synthesis
  • 98. AffinityDiagramming
  • 99. Further Reading
  • 100. If youre keen
  • 101. If youre reallykeen
  • 102. Ch 7 of “Mental Models” by Indi YoungCh 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
  • 103. @adrianhquietstars.comslideshare.net/adrianhadrianh@quietstars.comThank You

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