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Interviews: Stop Thinking and Start Listening


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Follow these tips and tricks to get deeper into the interview participant's mind, decision-making, and reactions. Empathy with the people you want to support will guide your design.

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Interviews: Stop Thinking and Start Listening

  1. Interviews: Stop Thinking, Start Listening<br />How to Get the Whole Story<br />Indi Young<br />
  2. Slideshare Deck - 17-Feb-2011<br />2<br />Andrew Maier’s tweet, Friday 24-Sep-2010<br />
  3. Slideshare Deck - 17-Feb-2011<br />3<br />“Data-Driven” versus Qualitative<br />Non-directive interviews generate qualitative data that can masquerade as “data-driven” <br />Stories are just data with a soul.<br />The Gifts of Imperfection – Dr. Brené Brown 12-Jun-2010 TEDxHouston<br />
  4. Slideshare Deck - 17-Feb-2011<br />4<br />The Transition from Interview to Design<br />Non-Directive Interviews<br />Relative Qualities of People’s Mental Process<br />Empathy with the Types of People Interviewed<br />Generate Better Designs to Support These Types of People<br />Non-Directive  Qualitative  Empathy  Generative<br />
  5. Slideshare Deck - 17-Feb-2011<br />5<br />Tips & Tricks Summary<br />Set a scope perimeter inside which any sort of conversation can happen<br />Listen without an internal dialogue<br />Ask why, to get to the root of things<br />Follow the action –verbs!<br />
  6. Slideshare Deck - 17-Feb-2011<br />6<br />Keep the Conversation Inside the Perimeter<br />Yak yak?<br />Yak yakyakyakyakyakyak<br />Yak yak?<br />Yak yakyakyakyakyakyak<br />Yak yak?<br />Yak yakyakyakyakyakyak<br />Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyak<br />Yak yak?<br />Yak yak?<br />Yak yakyakyakyakyakyak<br />
  7. Slideshare Deck - 17-Feb-2011<br />7<br />Take the Time to Ask “Why?”<br />Why – Pierrette Wiseman CC-BY-NC-SA Flickr pjboudreau/4854288925/<br />
  8. Slideshare Deck - 17-Feb-2011<br />8<br />Open Questions<br />Who?<br />What?<br />When?<br />Where?<br />Why?<br />How?<br />Who?<br />What does …?<br />Why?<br />Why?<br />Why?<br />How come …?<br />Tell me a story about …<br />Give me an example of …<br />Could you explain …?<br />Tell me more about …<br />
  9. Slideshare Deck - 17-Feb-2011<br />9<br />Verbs Are Stronger Than Nouns<br />crowd<br />expect<br />priest<br />murmur<br />tourist<br />feel spiritual<br />tour guide<br />tour<br />pack<br />go inside<br />Vatican<br />Sistine Chapel<br />tour<br />shush<br />walk out<br />group<br />decide<br />ticket<br />turn around<br />TV<br />soccer game<br />join<br />shout<br />gather<br />blow horn<br />Spanish Steps<br />rub<br />team<br />show<br />win<br />feel cool<br />visit<br />watch<br />Rome<br />befriend<br />strangers<br />
  10. Slideshare Deck - 17-Feb-2011<br />10<br />Verbs Are How We Empathize<br />The point is to understand people deeply—<br />— so deeply you could live their life, walk in their shoes, and make decisions exactly the way they would.<br />So, how was my honeymoon in Italy?<br />
  11. Slideshare Deck - 17-Feb-2011<br />11<br />What to Listen For<br />Behaviors(Motivations, Actions)<br />Beliefs(Philosophies, Underpinnings)<br />Reactions(Emotions, Feelings)<br />
  12. Slideshare Deck - 17-Feb-2011<br />12<br />Blunder Summary<br />Skip the list of interview questions<br />Don’t play Mr. Smarty Pants or Ms. Control Freak<br />Conjecture would be futile<br />Don’t “belief” everything<br />
  13. Slideshare Deck - 17-Feb-2011<br />13<br />Start with One Question & Go From There<br />Yak yak?<br />Yak yakyakyakyakyakyak<br />Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyak<br />List of Interview Questions<br />Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyak<br />Yak yakyakyakyakyakyak<br />Yak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyak<br />Yak yakyakyakyakyakyakyak<br />
  14. Slideshare Deck - 17-Feb-2011<br />14<br />Mr. Smarty-Pants<br />Explain too much<br />Doubt participant understands your question<br />Pretend to understand<br />Make condescending statements<br />Ms. Control-Freak<br />Follow your own agenda / topics<br />Forget participant’s previous answer<br />Feel embarrassed by your mistakes<br />Miss key story elements<br />
  15. Slideshare Deck - 17-Feb-2011<br />15<br />What Is Conjecture?<br />“… a statement likely to be true based on available evidence, but which has not been formally proven”<br />A guess about “what I would do if …”<br />bad word!<br />Definition from<br />
  16. Slideshare Deck - 17-Feb-2011<br />16<br />Just Because Someone Used the Word “Believe” or “Think” …<br />… don’t confuse beliefs with:<br /> Emotion (dig deeper)<br /> Behavior (dig deeper)<br /> Opinion (move on)<br /> Conjecture (move on)<br /> Preference (move on)<br />
  17. Slideshare Deck - 17-Feb-2011<br />17<br /><br /> - slides & videos<br /> - articles<br /> - how-to’s & templates<br /> @indiyoung<br /><br />Code: INDI<br />(25% discount)<br />