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 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

Lean UX: Effective Customer Interviewing

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

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