Nondirected Interviews         Mike Rice         Informoire.com
EmpathyEmpathy means to be preoccupied by the thoughts and feelings of other people, putting yourself in their place, tryi...
Empathy“The deepest form of understanding  another person is empathy…[which]  involves a shift from…observing how you  see...
Define task-based audiencesegments• Brainstorm 150-200 distinguishing  behaviors, then consolidate duplicate and  similar ...
Chuck E. Cheese’s
Brainstormed behaviors•   Ride a monster truck     •   Play a game•   Play with a friend       •   Collect tickets•   Eat ...
Distinguishing behaviors•   Ride a monster truck     •   Play a game•   Play with a friend       •   Collect tickets•   Ea...
Group and consolidate behaviors• Experience rides                      •   Play games    – Ride a monster truck           ...
Use actors to group behaviors              Parent with   Grandparent   Child with   Child with   Teen with              ch...
Narrow your focus              Parent with   Grandparent   Child with   Child with   Teen with              child         ...
Name the groups – task basedaudience segments• Responsible person• Adrenaline junkie• Guest of honor
Rules for nondirected interviews• No words of your own• Open questions only• Follow the conversation
Words of your own• “Would you call that a quality control  step?”• “Oh, it’s like a mobile office!”• “So, that’s kind of i...
Closed questions• “Do you always do that?”• “Which one is most useful?”• “Were you trying to get there fast or use less  f...
Leading the conversation• “Let’s talk about that later. You were telling  me about…”• “I’d like to ask you next about…”Use...
Collect information1.   Recruit participants2.   Non-directive interview3.   Transcript4.   Comb for tasks
Create contentFigure 12.9 from Mental Models: Aligning design strategy with human behavior by Indi Young;    Rosenfeld Med...
Create a service
Mental Models, by Indi Young
Observing the User Experience, byMike Kuniavsky
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Nondirected interviews

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Lightning talk for IAUXROC 12 Sept 2012.

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  • [twitter]How to Wield Empathy http://bit.ly/JjV8M0 [/twitter]
  • P62 six shortcuts to mental modelsp56 From the existing research and your collective experience over the years, your team will be able to produce around 40% to 50% of the behaviors that actual research would create.
  • P62 six shortcuts to mental modelsp56 From the existing research and your collective experience over the years, your team will be able to produce around 40% to 50% of the behaviors that actual research would create.
  • [twitter]Alignment diagrams can show whether content and services are aligned to customer needs. [/twitter]
  • [twitter]Learn more about mental models in Indi Young’s book. http://bit.ly/JyCYb6 [/twitter]
  • Nondirected interviews

    1. 1. Nondirected Interviews Mike Rice Informoire.com
    2. 2. EmpathyEmpathy means to be preoccupied by the thoughts and feelings of other people, putting yourself in their place, trying to think like them.Neculai Ioan Fantanaru
    3. 3. Empathy“The deepest form of understanding another person is empathy…[which] involves a shift from…observing how you seem on the outside, to…imagining what it feels like to be you on the inside.”From the book Difficult Conversations by Douglas Stone, Bruce Patton, and SheilaHeen of the Harvard Negotiation Project, Chapter 9, “Empathy is a Journey, Not aDestination,” p. 183.
    4. 4. Define task-based audiencesegments• Brainstorm 150-200 distinguishing behaviors, then consolidate duplicate and similar (75)• Group the behaviors by types• Name the behavior groups
    5. 5. Chuck E. Cheese’s
    6. 6. Brainstormed behaviors• Ride a monster truck • Play a game• Play with a friend • Collect tickets• Eat pizza • Choose a prize• Get a soda • Buy tokens• Play by myself • Order pizza• Have a treat • Use the restroom• Bring home a keepsake • Take a photo• Check my email • Celebrate a birthday• Keep track of my party • Play a game with a• Be entertained companion
    7. 7. Distinguishing behaviors• Ride a monster truck • Play a game• Play with a friend • Collect tickets• Eat pizza • Choose a prize• Get a soda • Buy tokens• Play by myself • Order pizza• Have a treat • Use the restroom• Bring home a keepsake • Take a photo• Check my email • Celebrate a birthday• Keep track of my party • Play a game with a• Be entertained companion
    8. 8. Group and consolidate behaviors• Experience rides • Play games – Ride a monster truck • Play a game with a friend – Ride a roller coaster simulator • Buy tokens• Eat and drink – Order pizza • Win prizes – Eat pizza – Collect tickets – Get a soda – Choose a prize – Have a treat • Take a photo• Physical play • Bring home a keepsake – Physical play by myself • Celebrate a birthday – Physical play with a friend • Use the restroom• Check my email• Keep track of my party• Be entertained
    9. 9. Use actors to group behaviors Parent with Grandparent Child with Child with Teen with child with child friend parent friendsOrder X X XpizzaGet a drink X X X XBuy tokens X X XKeep track X X Xof partyPlay game X X X X Xwith friendCelebrate X X X Xa birthdayTake a X XphotoKeepsake X X X X
    10. 10. Narrow your focus Parent with Grandparent Child with Child with Teen with child with child friend parent friendsOrder X X XpizzaGet a drink X X X XBuy tokens X X XKeep track X X Xof partyPlay game X X X X Xwith friendCelebrate X X X Xa birthdayTake a X XphotoKeepsake X X X X
    11. 11. Name the groups – task basedaudience segments• Responsible person• Adrenaline junkie• Guest of honor
    12. 12. Rules for nondirected interviews• No words of your own• Open questions only• Follow the conversation
    13. 13. Words of your own• “Would you call that a quality control step?”• “Oh, it’s like a mobile office!”• “So, that’s kind of inefficient?”Use instead:AMPP: Ask, Mirror, Paraphrase, Prime
    14. 14. Closed questions• “Do you always do that?”• “Which one is most useful?”• “Were you trying to get there fast or use less fuel?”Use instead:“What were you trying to do?”“Why did you do that?”“Tell me more about…”
    15. 15. Leading the conversation• “Let’s talk about that later. You were telling me about…”• “I’d like to ask you next about…”Use instead:Refer to what’s already been said.Take notes to remind you to return to a subjectLet the subject talk most of the time.Get contact information. Follow up later.
    16. 16. Collect information1. Recruit participants2. Non-directive interview3. Transcript4. Comb for tasks
    17. 17. Create contentFigure 12.9 from Mental Models: Aligning design strategy with human behavior by Indi Young; Rosenfeld Media, 2008. http://www.rosenfeldmedia.com/books/mental-models/
    18. 18. Create a service
    19. 19. Mental Models, by Indi Young
    20. 20. Observing the User Experience, byMike Kuniavsky

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