Interviewing People

NOVEMBER 12, 2013
11/12/13

PAGE

1
What we’ll discuss
today
"Listening is a magnetic and
strange thing, a creative force.
The friends who listen to us are
th...
We talk to people to gain a better
understanding of them, their context
and what they need to accomplish
their goals. The ...
Types of research

11/12/13

PAGE

4
“The more you
can think and feel
like a customer
the better you can
imagine what
services to offer
them.”

Indi Young

11/...
GENERATIVE

EVALUATIVE

Definition

Understanding of the mental
environments in which people evaluate
our products and ser...
Increase engagement
What is it that we are missing? How
can we find new opportunities to
engage customers and delight them...
Optimize current state
Can people figure it out, use all the
interactions, and finish their task in a
reasonable amount of...
When we combine generative interview techniques with evaluative studies, we
can get more from each session. Gone are the d...
The interview

11/12/13

PAGE

10
“Check
your
worldview
at the

Steve
Portigal
11/12/13

PAGE

11
Listen with purpose
Deep listening can bring forth the most
interesting parts of the stories people tell us
about their ex...
Set the stage for a rich exchange and you will find
unexpected insights
RAPPORT

Empathic listening

stories

Helps people...
Rapport
Skills & Tips

Eye-contact with a smile
Pre-interview introduction
Make small talk
Look for social cues
Open body ...
Empathic listening
Skills & Tips

Be interested
Open body language or leaning in
Whole body listening, especially your
hea...
stories
Skills & Tips

Provide context or a scenario
Listen deeply
Silence
Dig for details
Ask story-leading questions
“Un...
Interviewing
tips & Tricks

11/12/13

PAGE

17
It’s not just an
interview, it’s a
Listening safari.

Conversation



Discovering the unexpected



What is important to...
Simple techniques to start
Whether you are talking to a research participant, or a client, you can use
some of these techn...
fin
@bwinters
brian.winters@manifestdigital.co
m

11/12/13

PAGE

20
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Interviewing People for User Experience Design Research

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We interview people in all sorts of different research activities such as card sorting, usability testing or contextual inquiries. What we should be focused on, more than anything else, is listening. Listening deeply helps us look at someone's experience through a lens of empathy and sheds new light on different opportunities to improve their experience.

Listening to find empathy is a skill that anyone can learn with practice. Discover how to bring people's stories to the surface and uncover the right level of detail to develop keen insights. Whether you are a researcher, information architect or developer, you should always look for opportunities to interview your users. How you approach that interview can make all the difference in what you learn about that person's experience.


About the Speaker:

Brian Winters, the Director of Design Research at Manifest Digital, is accomplished in all facets of design research and development UX strategies. He is skilled at understanding the explicit and latent needs of users and evangelizing those needs to business stakeholders. Brian has strong leadership, communication and user advocacy skills.

Brian’s specialties include: ethnography, design research, user studies, mental models, Morae user testing software, Site Catalyst, Unica, Balsamiq. Here’s how he describes his job: “I study how people use things like using web sites or devices. Then I try to redesign what people are using so it’s easier for them to accomplish their goals.”

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Interviewing People for User Experience Design Research

  1. 1. Interviewing People NOVEMBER 12, 2013 11/12/13 PAGE 1
  2. 2. What we’ll discuss today "Listening is a magnetic and strange thing, a creative force. The friends who listen to us are the ones we move toward. When we are listened to, it creates us, makes us unfold and expand." - The agenda  Types  The of Research Interview  Interview Tips & Tricks Karl A. Menninger 11/12/13 PAGE 2
  3. 3. We talk to people to gain a better understanding of them, their context and what they need to accomplish their goals. The data we uncover feeds into our design decisions and uncovers new opportunities. Their Experience  Stories  Emotion  Connections  It’s not just about painpoints, it’s about insights  Shared Experience  Empathy  Reframes  Possibilities  Customer Advocates 11/12/13 PAGE 3
  4. 4. Types of research 11/12/13 PAGE 4
  5. 5. “The more you can think and feel like a customer the better you can imagine what services to offer them.” Indi Young 11/12/13 PAGE 5
  6. 6. GENERATIVE EVALUATIVE Definition Understanding of the mental environments in which people evaluate our products and services. Assessing the efficiency and effectiveness of the the solutions that help people accomplish their goals. Business Questions • Why do people not use our service? • How do people use our products & why? • How do we leapfrog our competitors? • How do I improve my navigation? • What is our conversion rate? • How do we get greater wallet-share? Research Types • Customer Interviews • Contextual Inquiry • Ethnography • Customer Diary • • • • engagement Usability Test Search Analytics Customer Feedback Card Sorting optimization 11/12/13 PAGE 6
  7. 7. Increase engagement What is it that we are missing? How can we find new opportunities to engage customers and delight them? Focuses on peoples’ experiences and not just what they prefer in a product or service Participant guides the conversation with simple prompts from the moderator Sets the stage for them to tell their stories 11/12/13 PAGE 7
  8. 8. Optimize current state Can people figure it out, use all the interactions, and finish their task in a reasonable amount of time and effort? Uncovers where we can optimize the experience for people Typically a task-based, question and answer session, especially for usability testing Most common form of research and the easiest to do 11/12/13 PAGE 8
  9. 9. When we combine generative interview techniques with evaluative studies, we can get more from each session. Gone are the days of in-person pass/fail usability studies. Generative (engagement) Follow the conversation Evaluative (optimization) 11/12/13 PAGE 9
  10. 10. The interview 11/12/13 PAGE 10
  11. 11. “Check your worldview at the Steve Portigal 11/12/13 PAGE 11
  12. 12. Listen with purpose Deep listening can bring forth the most interesting parts of the stories people tell us about their experiences. THEM THEM YOU Selective Listening YOU A New Perspective Active Listening Empathic Listening 11/12/13 PAGE 12
  13. 13. Set the stage for a rich exchange and you will find unexpected insights RAPPORT Empathic listening stories Helps people feel comfortable with you in conversation Demonstrates you are really listening to them Provides rich detail and emotions for an experience Removes a laboratory or research-feel to the interview Merges your frame of reference with the other person’s to develop a brand new perspective Captivates the attention of others Illustrates motivations and goals Powerful illustration of what someone is going through Builds some trust between two people who are strangers Allows emotions, rich detail and other important ideas to surface Invites the stories people have to tell about their experiences Focuses the on people’s experiences and not preferences Uncovers the Why Longer shelf-life than a report Easily shared 11/12/13 PAGE 13
  14. 14. Rapport Skills & Tips Eye-contact with a smile Pre-interview introduction Make small talk Look for social cues Open body language "There's a big difference between showing interest and really taking interest.” - Michael P. Nichols - The Lost Art of Listening 11/12/13 PAGE 14
  15. 15. Empathic listening Skills & Tips Be interested Open body language or leaning in Whole body listening, especially your heart Paraphrase Ask Why Remember details Don’t analyze or judge “So when you are listening to somebody, completely, attentively, then you are listening not only to the words, but also to the feeling of what is being conveyed, to the whole of it, not part of it.” - Jiddu Krishnamurti (1895-1986) spiritual philospher 11/12/13 PAGE 15
  16. 16. stories Skills & Tips Provide context or a scenario Listen deeply Silence Dig for details Ask story-leading questions “Until you hear a story and can understand that experience, you don’t know what you are talking about. There has to be a person’s story that you hear, where finally you get a picture in your head of what it would be like to be that person. Until that moment you know nothing, and you deal with the information you are given in a flawed way.” - Ira Glass, This American Life, speaking at GEL 2007 Flickr: Courtesy of imageining 11/12/13 PAGE 16
  17. 17. Interviewing tips & Tricks 11/12/13 PAGE 17
  18. 18. It’s not just an interview, it’s a Listening safari. Conversation  Discovering the unexpected  What is important to them?  What is said…..not said  Focus on people’s experiences  “Listening looks easy, but it’s not simple. Every head is a world.” ~Cuban Proverb  Every interview is unique  Explore motivations & goals  Silence  Dig for details 11/12/13 PAGE 18
  19. 19. Simple techniques to start Whether you are talking to a research participant, or a client, you can use some of these techniques to improve data gathering and understand where someone Starters is coming from. Question Do Not Lead • • • • • Who What When Why How Leading questions usually start with one of these words; • Do • Could • Should • Would Actually Care Practice, Practice, Practice It shows, so make people feel heard. Interviewing (listening) is a skill like anything else. If you don’t use it you lose it Don’t Praise Praise conditions the participant to look for more praise. They want to please you. 11/12/13 PAGE 19
  20. 20. fin @bwinters brian.winters@manifestdigital.co m 11/12/13 PAGE 20

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