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Conducting
User Research
 for Startups
    Part 2


   @dianeloviglio
   August 2012
What we’ll be learning today

        How can I best understand these people?
         Writing an interview script
          - designing exercises
         Conducting an interview
          - taking notes and collecting artifacts
Write an Interview Script
GOAL      Explore current app-related attitudes and behaviors among
          “v2 adopters” in order to identify future opportunities and
          development possibilities in the app space.
METHODS   1 day diary study
          2 hour in-person interview

SCRIPT    Introduction (5 min)
          - introduce interviewers
                                                                        Create sections and give
          - get permission again to take video and photos               them time limits.
          - sign consent form
          - no right/wrong answers
          - any q’s before we begin?
          About You (5 min)
          - what do you do?
          - how long have you lived here?

          Diary Study Review (15 min)
          - walk me through your diary

          Show & Tell (30 min)
          - walk through apps on homescreen on phone and                Get them to tell you stories,
          tablet. when get? how find them? why get?
          - any apps you don’t use? why not delete them?                and not just answer the q’s.
          - what are apps good for? bad for?

          Finding & Choosing Apps (10 min)
          - what was the last app you got?                              Ask about past, not future.
          - how did you find it?
          - what if there were 3 that did the same thing, how
          would you choose?
Write an Interview Script
      App Stores & Paying for Apps (15 min)
      - in the survey, you said that you use ______ and ______ app stores.
            why do you use them?
                                                                                    Reference data
      - which other apps stores have you heard of?                                  from screener and
      - which apps have you paid for? can you show me them?
            why did you pay for them?
                                                                                    build on it.
      - in the survey, you said that you pay for ______, ______ and ______.
      how is paying for this different than paying for an app?
      - if you buy something from the Apple app store today and you change your
      computer, what happens to your stuff?
      - how do you keep track of which apps you got from which store?


      Understanding the App Ecosystem (20 min)
      - how would you describe apps to somebody who’s never seen them?
      - can you draw everything we talked about today and how it relates to each
      other?
                                                                                    Give them
      - what the difference between an app, a website and a program?                activities so you
      - show 2 screen printouts - do you see any differences here?
      - are you familiar with the term web app? can you describe it to me?
                                                                                    have artifacts.

      Thoughts on [Company X] (5 min)
      - if [Company X] had an app store, how would you expect it to be different?
      - [Company X] is a non-profit, would they charge for apps? why or why not?
                                                                                    Ask who, what,
                                                                                    when, where, why
      Wrap Up & Thank You (10 min)
      - any questions for us?
                                                                                    and how.
      - thank you so much, we got a lot of great data here.
      - here’s your incentive.
The Arc of an Interview
Write an interview script
Exercises   Tell me what you did yesterday.
              12am




              2am




              4am




              6am




              8am




              10am




              Noon




              2pm




              4pm




              6pm




              8pm




              10pm
Exercises   Draw how those relate to one another.
Exercises               Sort these cards into groups.



    bedroom    cloud        xbox          office


     kitchen     tv       computer       programs


     phone     tablet     living room      apps
Exercises   Who are the last 5 people you talked to?
Design two exercises to use
     in your interview
Conducting an Interview   Always record the
                          session. (Flip, phone,
                          Skype, Screenflow etc)
Conducting an Interview
                          Let them do 90% of
                          the talking.




                          http://www.flickr.com/photos/striatic/133146861/
Conducting an Interview
                          Leave awkward
                          moments of silence.
Conducting an Interview
                          Tell me more. Tell me
                          more. Tell me more.
Conducting an Interview
                                                           Bring along another
                                                           person to take notes.




                          http://michaelhyatt.com/wp-content/uploads/2009/12/iStock_000005468594Small.jpg
Conducting an Interview   The participant is
                          always right - don’t
                          correct them.
Conducting an Interview
                                                                     Pilot with someone.




                          http://abcnews.go.com/images/US/gty_charles_lindbergh_in_plane_1927_ss_thg_120516_ssh.jpg
Take Notes
             Time stamp from
             your watch or camera.
Take Notes
             In quote form -
             not he said, she said.
Take Notes
             Record questions the
             participant asks you.
Conduct an interview
  and take notes
Conducting
User Research
 for Startups
    Part 2


   @dianeloviglio
   August 2012

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Conducting User Research for Startups - part 2

  • 1. Conducting User Research for Startups Part 2 @dianeloviglio August 2012
  • 2. What we’ll be learning today How can I best understand these people? Writing an interview script - designing exercises Conducting an interview - taking notes and collecting artifacts
  • 3. Write an Interview Script GOAL Explore current app-related attitudes and behaviors among “v2 adopters” in order to identify future opportunities and development possibilities in the app space. METHODS 1 day diary study 2 hour in-person interview SCRIPT Introduction (5 min) - introduce interviewers Create sections and give - get permission again to take video and photos them time limits. - sign consent form - no right/wrong answers - any q’s before we begin? About You (5 min) - what do you do? - how long have you lived here? Diary Study Review (15 min) - walk me through your diary Show & Tell (30 min) - walk through apps on homescreen on phone and Get them to tell you stories, tablet. when get? how find them? why get? - any apps you don’t use? why not delete them? and not just answer the q’s. - what are apps good for? bad for? Finding & Choosing Apps (10 min) - what was the last app you got? Ask about past, not future. - how did you find it? - what if there were 3 that did the same thing, how would you choose?
  • 4. Write an Interview Script App Stores & Paying for Apps (15 min) - in the survey, you said that you use ______ and ______ app stores. why do you use them? Reference data - which other apps stores have you heard of? from screener and - which apps have you paid for? can you show me them? why did you pay for them? build on it. - in the survey, you said that you pay for ______, ______ and ______. how is paying for this different than paying for an app? - if you buy something from the Apple app store today and you change your computer, what happens to your stuff? - how do you keep track of which apps you got from which store? Understanding the App Ecosystem (20 min) - how would you describe apps to somebody who’s never seen them? - can you draw everything we talked about today and how it relates to each other? Give them - what the difference between an app, a website and a program? activities so you - show 2 screen printouts - do you see any differences here? - are you familiar with the term web app? can you describe it to me? have artifacts. Thoughts on [Company X] (5 min) - if [Company X] had an app store, how would you expect it to be different? - [Company X] is a non-profit, would they charge for apps? why or why not? Ask who, what, when, where, why Wrap Up & Thank You (10 min) - any questions for us? and how. - thank you so much, we got a lot of great data here. - here’s your incentive.
  • 5. The Arc of an Interview
  • 7. Exercises Tell me what you did yesterday. 12am 2am 4am 6am 8am 10am Noon 2pm 4pm 6pm 8pm 10pm
  • 8. Exercises Draw how those relate to one another.
  • 9. Exercises Sort these cards into groups. bedroom cloud xbox office kitchen tv computer programs phone tablet living room apps
  • 10. Exercises Who are the last 5 people you talked to?
  • 11. Design two exercises to use in your interview
  • 12. Conducting an Interview Always record the session. (Flip, phone, Skype, Screenflow etc)
  • 13. Conducting an Interview Let them do 90% of the talking. http://www.flickr.com/photos/striatic/133146861/
  • 14. Conducting an Interview Leave awkward moments of silence.
  • 15. Conducting an Interview Tell me more. Tell me more. Tell me more.
  • 16. Conducting an Interview Bring along another person to take notes. http://michaelhyatt.com/wp-content/uploads/2009/12/iStock_000005468594Small.jpg
  • 17. Conducting an Interview The participant is always right - don’t correct them.
  • 18. Conducting an Interview Pilot with someone. http://abcnews.go.com/images/US/gty_charles_lindbergh_in_plane_1927_ss_thg_120516_ssh.jpg
  • 19. Take Notes Time stamp from your watch or camera.
  • 20. Take Notes In quote form - not he said, she said.
  • 21. Take Notes Record questions the participant asks you.
  • 22. Conduct an interview and take notes
  • 23. Conducting User Research for Startups Part 2 @dianeloviglio August 2012