Interviewing for        User Experience                       General Assembly                       May 19, 2012         ...
My hashtags     Josh Seiden     @jseiden     josh@proof-nyc.com     www.proof-nyc.com     @proof_nyc     #leanUX     #lean...
Agenda     •    Why use interviews?     •    How to use interviews     •    Practice in interview techniques     www.proof...
WHY INTERVIEW?         www.proof-nyc.com            License: CC BY-NC-SA         www.slideshare.net/jseiden             Un...
Research Questions: The Big Three     1. Is there a need or opportunity?              §    Observations and interviews   ...
Not today: usability testing     www.proof-nyc.com              License: CC BY-NC-SA     www.slideshare.net/jseiden       ...
CUSTOMER DISCOVERY         INTERVIEWS         www.proof-nyc.com            License: CC BY-NC-SA         www.slideshare.net...
8Saturday, May 19, 12
What are we listening for?     Expressed needs     Implied needs     Latent needs     If you had that feature, what would ...
Tips for Customer Development     1. One person at a time     2. Know your goals and questions ahead of time     3. Distin...
Sample interview guide     Warm-up questions to set context              §    “Tell me a little about yourself…”     Talk...
It’s a conversation.     Get stories.     www.luxr.co                       License: Creative Commons Attribution-     www...
Introduction: research plan     §   Discuss what you want to learn       §   Identify who you need to talk to (and recru...
Warmup         BEST MEAL?         www.proof-nyc.com            License: CC BY-NC-SA         www.slideshare.net/jseiden    ...
INTERVIEW EXERCISE         www.proof-nyc.com            License: CC BY-NC-SA         www.slideshare.net/jseiden           ...
Exercise prep     Form teams (of 2 or 3).     Decide on roles.              §    1 interviewer              §    1 notet...
Interview exercise: research brief     You are working on a mobile phone app that makes it easier to pay       in restaura...
Interview exercise: interview guide     Establish context: eating out habits. Specific recent meals.     - Do you eat out i...
Interview exercise: debrief     Who did you talk to?     What was/were their context(s)?     What problems / opportunities...
REFLECTIONS AND QUESTIONS         www.proof-nyc.com            License: CC BY-NC-SA         www.slideshare.net/jseiden    ...
If you liked this talk, please follow   @jseiden         THANK YOU!                              @proof_nyc         www.pr...
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2012 May 19 Interviewing for UX

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The slides that accompanied my presentation today at General Assembly's Product Development Day.

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2012 May 19 Interviewing for UX

  1. 1. Interviewing for User Experience General Assembly May 19, 2012 Josh Seiden @jseidenSaturday, May 19, 12
  2. 2. My hashtags Josh Seiden @jseiden josh@proof-nyc.com www.proof-nyc.com @proof_nyc #leanUX #leanStartup www.proof-nyc.com License: Creative Commons Attribution- www.slideshare.net/jseiden 2 Share Alike 3.0 United StatesSaturday, May 19, 12
  3. 3. Agenda • Why use interviews? • How to use interviews • Practice in interview techniques www.proof-nyc.com License: CC BY-NC-SA 3 www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  4. 4. WHY INTERVIEW? www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  5. 5. Research Questions: The Big Three 1. Is there a need or opportunity? § Observations and interviews 2. Do people want my proposed solution? § Measure behavior and interviews 3. Can people use my proposed solution? § Usability testing and interviews www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  6. 6. Not today: usability testing www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  7. 7. CUSTOMER DISCOVERY INTERVIEWS www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  8. 8. 8Saturday, May 19, 12
  9. 9. What are we listening for? Expressed needs Implied needs Latent needs If you had that feature, what would it let you do? www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  10. 10. Tips for Customer Development 1. One person at a time 2. Know your goals and questions ahead of time 3. Distinguish “what I do” from “what I think” 4. Examine actions, not speculative desires 5. Get psyched to hear things you don’t want to hear 6. Disarm politeness training 7. Ask open ended questions 8. Listen, don’t talk 9. Encourage but don’t influence 10. Say it back 11. Ask for introductions 12. Look for patterns and apply judgement www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  11. 11. Sample interview guide Warm-up questions to set context § “Tell me a little about yourself…” Talk about real events, avoid conjecture § “Tell me about a recent time when you…” § Collect artifacts, photos, etc. Show demos/sketches later in meeting § “Show me how you would use this to…” Express appreciation § “Thanks for your time!” Arrange follow-up, ask for introductions. www.proof-nyc.com License: CC BY-NC-SA @jseiden 11Saturday, May 19, 12
  12. 12. It’s a conversation. Get stories. www.luxr.co License: Creative Commons Attribution- www.slideshare.net/jseiden Share Alike 3.0 United States 12Saturday, May 19, 12
  13. 13. Introduction: research plan § Discuss what you want to learn   § Identify who you need to talk to (and recruit) § Prepare interview “guide”   § Practice asking questions and listening § Get out of the building § Collect evidence § Debrief, share, draw conclusions § Use your visits for multiple purposes www.proof-nyc.com License: CC BY-NC-SA @jseiden 13Saturday, May 19, 12
  14. 14. Warmup BEST MEAL? www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  15. 15. INTERVIEW EXERCISE www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  16. 16. Exercise prep Form teams (of 2 or 3). Decide on roles. § 1 interviewer § 1 notetaker / support § 1 interviewee Here is your guide... www.proof-nyc.com License: CC BY-NC-SA @jseiden 16Saturday, May 19, 12
  17. 17. Interview exercise: research brief You are working on a mobile phone app that makes it easier to pay in restaurants. Your team has brainstormed a number of features, but you’re not sure which ones to build first. Some features (expense account integration) are great for business customers. Others (like split the check features) are great for consumers. Let’s interview some restaurant diners to see if we can find some opportunity. www.proof-nyc.com License: CC BY-NC-SA @jseiden 17Saturday, May 19, 12
  18. 18. Interview exercise: interview guide Establish context: eating out habits. Specific recent meals. - Do you eat out in restaurants? What is typical? Specific examples of business meals, casual meals, other? - “Tell me about the last time / a specific time when you...” Probes: Who was it with? Why were you there? How did you pay? Were there problems paying? Were there other issues or opportunities? www.proof-nyc.com License: CC BY-NC-SA @jseiden 18Saturday, May 19, 12
  19. 19. Interview exercise: debrief Who did you talk to? What was/were their context(s)? What problems / opportunities did you hear about? What did you conclude? What evidence supports your conclusion? www.proof-nyc.com License: CC BY-NC-SA @jseiden 19Saturday, May 19, 12
  20. 20. REFLECTIONS AND QUESTIONS www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
  21. 21. If you liked this talk, please follow @jseiden THANK YOU! @proof_nyc www.proof-nyc.com License: CC BY-NC-SA www.slideshare.net/jseiden United StatesSaturday, May 19, 12
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