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Effective Customer Interviewing: How to use interviews to discover business value

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To build the right product you need to understand the people who use it. Agile values direct customer collaboration — but how do we get the best out of our time with the people who use our products?

This workshop 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 techniques & synthesis techniques that work well with agile team.

Published in: Business

Effective Customer Interviewing: How to use interviews to discover business value

  1. 1. Adrian Howard (@adrianh) Effective Customer Interviewing #agileotb
  2. 2. Hello!
  3. 3. You don’t have to copy the slides http://slideshare.net/adrianh
  4. 4. Ask questions!
  5. 5. Pardon?
  6. 6. I ♥ feedback
  7. 7. Swear jar is running…
  8. 8. Chatham House Rule
  9. 9. “When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed”
  10. 10. Who are you?
  11. 11. Stand up! (no — not that kind of standup)
  12. 12. A–B–C
  13. 13. A = Speaker
 B = Interviewer
 C = Observer
  14. 14. Speakers: Shut your eyes…
  15. 15. Interviewers: Talk with the speaker about their best restaurant experience.
  16. 16. Interviewers: Do not take notes
  17. 17. Observers: Watch what happens. 
 Write observations down.
  18. 18. 🕑
 2 minutes
  19. 19. Reflection
  20. 20. Tip: Drink
  21. 21. B = Speaker
 C = Interviewer
 A = Observer
  22. 22. Speakers: Shut your eyes…
  23. 23. Interviewers: Talk with the speaker about their best vacation experience.
  24. 24. Interviewers: … and one more thing …
  25. 25. Interviewers: After the first question – you cannot speak again. Shhhhh!
  26. 26. Interviewers: Do not take notes
  27. 27. Observers: Watch what happens. 
 Write observations down.
  28. 28. 🕑
 2 minutes
  29. 29. Reflection
  30. 30. http://en.wikipedia.org/wiki/File:Christopher_Macsurak_Fran_Lebowitz.jpg – Fran Lebowitz “The opposite of talking isn't listening The opposite of talking is waiting”
  31. 31. Tip: Use silence
  32. 32. Tip: Pay attention to 
 body language
  33. 33. C = Speaker
 A = Interviewer
 B = Observer
  34. 34. Speakers: Shut your eyes…
  35. 35. Interviewers: Talk with the speaker about how they decorate & furnish their home.
  36. 36. Interviewers: … and one more thing …
  37. 37. Interviewers: After the 1st question you only ask “Can you tell me more about X?”
  38. 38. Interviewers: (where X is something the speaker has previously mentioned)
  39. 39. Interviewers: Do not take notes
  40. 40. Observers: Watch what happens. 
 Write observations down.
  41. 41. 🕑
 4 minutes
  42. 42. Reflection
  43. 43. – Arthur Bloch “Every clarification breeds new questions”
  44. 44. Tip: Reflect back what 
 the speaker said
  45. 45. … and relax …
  46. 46. Why do we interview?
  47. 47. “If I had asked my customers what they wanted they would have said a faster horse”
  48. 48. http://commons.wikimedia.org/wiki/File:Henry_ford_1919.jpg
  49. 49. http://commons.wikimedia.org/wiki/File:Henry_ford_1919.jpg “If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own”
  50. 50. What is an interview?
  51. 51. An interview is not a… quiz survey negotiation pitch date conversation
  52. 52. Rapport & Empathy
  53. 53. Learn from your customer
  54. 54. (in)validate our assumptions
  55. 55. Who do you interview?
  56. 56. https://www.flickr.com/photos/artfulone/14206229674/sizes/l
  57. 57. https://www.flickr.com/photos/joncandy/5561310462
  58. 58. Tip: Bribes
  59. 59. Tip: Look for bored people
  60. 60. Go where your customers are
  61. 61. Tip: Don’t look scary
  62. 62. Tip: Go with somebody
  63. 63. Use your organisation
  64. 64. Tip: Sales, Marketing & Support
  65. 65. Use social media
  66. 66. Intercept recruiting
  67. 67. Recruiters
  68. 68. How many?
  69. 69. –Bill Vaughan “We learn something every day, and lots of times it's that what we learned the day before was wrong.”
  70. 70. Don’t just use interviews for validation
  71. 71. buildlearn measure productdata ideas
  72. 72. buildlearn measure productdata ideas
  73. 73. buildlearn measure productdata ideas
  74. 74. More interviewing tips…
  75. 75. Tip: Be polite
  76. 76. Tip: Ask open questions
  77. 77. Tip: Avoid leading questions
  78. 78. Tip: Avoid fortuneteller questions
  79. 79. Exercise time!
  80. 80. Today you found a startup!
  81. 81. Startup A Exploring exciting ways to create a great experience eating out
  82. 82. Startup B Helping people have the vacation of their dreams
  83. 83. Startup C Democratising professional interior decoration
  84. 84. What do you want 
 to find out?
  85. 85. 🕑
 Individually write down topics. 
 One topic per post-it.
  86. 86. 🕑
 Group them as a team.
 Then label groups.
  87. 87. Reflection
  88. 88. A = Speaker
 B = Interviewer
 C = Observer
  89. 89. Interviewers Gather info on your startup.
 Think about the list of topics.
  90. 90. Interviewers & Observers Try and note down the things the speaker tells you
  91. 91. 🕑
 5 minutes
  92. 92. Tip: • Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions
  93. 93. Reflection
  94. 94. Tip: Observations vs Insights
  95. 95. Tip: Interview in pairs
  96. 96. Tip: Consider recording
  97. 97. B = Speaker
 C = Interviewer
 A = Observer
  98. 98. Tip: • Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions • Observations vs Insights
  99. 99. C = Speaker
 A = Interviewer
 B = Observer
  100. 100. Tip: • Silence & body language • Reflect back • Ask open questions • Do not ask leading & fortuneteller questions • Observations vs Insights
  101. 101. Analysis & Synthesis
  102. 102. http://memegenerator.net/instance/54379154
  103. 103. You should interview your customers regularly
  104. 104. You should interview your customers regularly
  105. 105. You should interview your customers regularly
  106. 106. You should interview your customers regularly
  107. 107. You should interview your customers regularly
  108. 108. You should interview your customers regularly
  109. 109. STALK before you TALK before you SELL before you BUILD
  110. 110. Practice, practice, practice
  111. 111. Do retrospectives
  112. 112. DO LESS TOGETHER MORE OFTEN to do MORE Adrian Howard (@adrianh) quietstars.com
  113. 113. Want more? The latest Agile & Lean UX News bit.ly/leanuxnews Adrian Howard (@adrianh) quietstars.com “A treasure chest of recent lean & agile material” — @davidpetersimon “One of our favorite useful newsletters” — @LadiesThatUXNYC “It’s one of the best newsletters out there” — @LadiesThatUXATL
 “I get it you should too” — @tonytphd “You should subscribe” — @brownpf

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