Listening to people

UX Camp Brighton
November 2013

John Waterworth
@jwaterworth
You learning from them
Helping them tell their story
What they show you
What they tell you

More you talk, less they talk
...
Be a person
Be human
Chat, smile, frown, laugh
Be surprised, be concerned

Build rapport
Start gently, start friendly
Talk...
Guided conversation
Be clear
Simple questions
Background first

Be flexible
Don’t just plough on
Guided by objectives
Foll...
Starter questions
Open
What do you think about …?
How do you … to …?

Neutral
How do these compare …?
What different ways ...
Follow up questions
Focus in
In what way …?
Can you tell me more about …?
You said … why/when/who …?

Nudging
Confusing?
E...
Stories and examples
Concrete, specific
How did you …?
What was the last time …?

Critical incidents
Particularly difficul...
Active listening
Receive, Appreciate
Lean and look
Nod and smile
Encouraging noises

Support, not switch
Shows that you ar...
Exercise
Instructions
1.

Divide into groups of three

2.

Call yourselves A, B, and C

3.

5 Minutes

Not telling

9
Understanding
Summarise, Ask
Paraphrase what they said
Use their language
Confirm that you understood

Suspending judgemen...
Digging deeper
Needs
Expressed, implied and latent needs

Means end chain
Product or services attributes
To consequences o...
Too many whys
Interrogation
Can sound accusative
Particularly after a mistake or sensitive
admission

Can be repetitive
Re...
Recap
Do

Don't

Watch and listen

Show and tell

Be a person

Be a white coated scientist

Have a guided conversation

Fo...
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Listening to people

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A short talk on getting most out of interviews with users. Given at UX Camp Brighton and UCD 2013 in November 2013.

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Listening to people

  1. 1. Listening to people UX Camp Brighton November 2013 John Waterworth @jwaterworth
  2. 2. You learning from them Helping them tell their story What they show you What they tell you More you talk, less they talk Don’t rush to next question Encourage them to show you, to talk 2
  3. 3. Be a person Be human Chat, smile, frown, laugh Be surprised, be concerned Build rapport Start gently, start friendly Talking about themselves Match their pace Learn for later 3
  4. 4. Guided conversation Be clear Simple questions Background first Be flexible Don’t just plough on Guided by objectives Follow the participant’s lead Follow your nose 4
  5. 5. Starter questions Open What do you think about …? How do you … to …? Neutral How do these compare …? What different ways do you …? Unprompted is best Query effect 5
  6. 6. Follow up questions Focus in In what way …? Can you tell me more about …? You said … why/when/who …? Nudging Confusing? Every time? Bananas? 6
  7. 7. Stories and examples Concrete, specific How did you …? What was the last time …? Critical incidents Particularly difficult Worked particularly well Stronger memories More useful detail 7
  8. 8. Active listening Receive, Appreciate Lean and look Nod and smile Encouraging noises Support, not switch Shows that you are interested Signal which aspects you most value 8
  9. 9. Exercise Instructions 1. Divide into groups of three 2. Call yourselves A, B, and C 3. 5 Minutes Not telling 9
  10. 10. Understanding Summarise, Ask Paraphrase what they said Use their language Confirm that you understood Suspending judgement Their frame of reference Their point of view Their experience, aspirations, etc. 10
  11. 11. Digging deeper Needs Expressed, implied and latent needs Means end chain Product or services attributes To consequences of use To aspirations and values Five whys Root cause analysis 11
  12. 12. Too many whys Interrogation Can sound accusative Particularly after a mistake or sensitive admission Can be repetitive Rephrase or soften What makes X important? Can you say how that happened? 12
  13. 13. Recap Do Don't Watch and listen Show and tell Be a person Be a white coated scientist Have a guided conversation Follow a fixed script Open and neutral starters Closed or leading questions Simple, nudging follow ups Stop the flow Stories and examples Should be, usually are Receive and appreciate Switching Summarise and ask Moving on Digging deeper Scratching the surface Careful with the whys Interrogate people 13

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