How to get more than opinions: UX tips for customer development

How to get more than opinionsInterview techniques and adviceJohanna Kollmann - @johannakollLean Startup Machine London, 19 January 2013 Photo by NASA Marshall Space Flight Center http://www.flickr.com/photos/28634332@N05/5038531149/

UX helps you to get out of the building Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/

(Some) research methods (yeah we have a lot) Quantitative Qualitative Surveys Contextual inquiryGenerative Interviews Mental models Interviews Diary studies Automated card sort Usability testing Surveys Moderated card sortEvaluative Automated studies Wizard of Oz Analytics A/B Testing Multi-variant testing Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer

Before you leave the building

Plan who to talk to where about what and why Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//

What topics shall the interview cover? Dieting Buying food Exercise Preparing food Eating out Busy lifestyle Struggles

Prompts rather than set questions Day-in-a-life (today, yesterday) Decide what to eat Last time on a diet How active (want vs. do) Preparing food for oneself Preparing food for family/friends

Have a ‘softball question’ ready Please tell me a little bit about your cooking this week. Could you tell me about the last dish you prepared yourself?

Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/

Out in the wild

Ask open questions – don’t lead YAY NAY • Who • Did • What • Have • When • Are • Where • Were • Why • Will • How Were you trying to do A or B?What were you trying to do?

Some great all-purpose questions• Has there ever been a time when you had x experience?• Could you tell me about that?• What was great about that?• What was awful about that?• Why did you do that?• And then, what happened?• If you had a magic wand, what would you make the situation be like? By Janice Fraser

How to keep people talking What do you mean by… Tell me more… What else can you tell me about… Can you tell me the Help me understand better story about that?

Echoing and rephrasing This is confusing... Confusing... Yes, confusing. I wasnt sure whether... Example from ‘Storytelling for User Experience’ by Whitney Quesenbery & Kevin Brooks

Do’s and don’ts Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/

DoBe the learner, not the expertAsk naïve questionsAsk for specific storiesAllow people time to thinkListen!Take notes or recordTake photos or collect artefacts Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/

Don’tBe an interrogatorAsk questions that sound like blame, or argumentativeAsk for solutionsTry to solve problems during the interviewAsk what features people wantAsk people to imagine theoretical situations Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/

Making sense of what you saw and heard

Photos taken at DesignJam London events by Rachel Winch and falkowata

Have fun! Photo by Ed Stevenson http://www.flickr.com/photos/estevenson/2641282945/

ResourcesNotes from my Leancamp session on this topic http://johannakoll.posterous.com/ux-research-tips-for-customer-development-notMental Models by Indi YoungStorytelling for User Experience by Whitney Quesenbery & Kevin BrooksRemote Research by Nate Bolt & Tony TulathimutteUndercover User Experience by Cennydd BowlesDesigning for the Digital Age by Kim GoodwinLUXr resources and materials by Janice Fraser (http://www.slideshare.net/clevergirl/) and Lane Halley(http://www.slideshare.net/LaneHalley/)Articles on User Interface Engineering (http://www.uie.com/browse/usability_testing/)

How to get more than opinions: UX tips for customer development

by johanna kollmann on Jan 19, 2013

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