Doing Customer Interviews Right
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Techniques for getting the conversation right when you talk to your customers and users, for analyzing your data and modeling that data into personas. Anyone can do this!
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Doing Customer Interviews Right
- 1. Doing Customer Interviews Right Josie Scott March 2017 The Art of Interviewing, Observing and Modeling
- 2. 2 Exercise How I got to work. A quick exercise
- 3. AGENDA • Empathy and Anthropology • Getting Started • Interview Tips & Tricks • Building Personas with Affinity
- 4. 4 Finding Empathy User Experience Research
- 6. 6 Our friends at GE Healthcare are conducting a revolution. They asked: “Healthcare can be among the most emotional experiences any of us can encounter… So why is it that the equipment & environments we encounter in healthcare are devoid of emotion?” Interviews
- 8. 8 Getting Started Whom do you interview? • The people who will really use your product: Think about: • Gender • Age • ??? Activity: Imagine a mobile product we could provide or digital product you’ve always wanted to pursue. • Write a sentence describing what it is and what it does • Develop a profile of the people who will use your product -- 5 mins
- 9. 9 Getting Started Asking the right questions
- 10. 10 Getting Started Avoiding the traps: Biased Questions We’ve done everything to create an innovative experience. What are your thoughts on this innovative experience? Loaded Questions Have you stopped eating fatty foods? Lengthy or Confusing Questions Do you believe that the parking situation is problematic or difficult because of the lack of spaces and the walking distances or do you believe that the parking situation is ok? Assumptions What do you like about this system? Jargon, Acronyms, etc. How often do you use the BYZ? Double Negatives Do you agree that you are not able to complete this task most of the time? Double Questions How useful is feature x and how is it better than feature y?
- 11. 11 Getting Started: Write your script; follow it loosely • What will you study? • Who will you interview or observe? What do you want to learn? • What will help you understand what to do?
- 13. 13 Getting Started: Your Turn You’re going to interview someone about your product Prepare your interview script - 5 minutes
- 14. 14 Interview Tips & Tricks How to keep your interview on track
- 15. 15 Interview Tips & Tricks What? Use Empathy to hear: • No judgment, no assumptions • Listen, then echo what you heard
- 16. 16 Interview Tips & Tricks Silence! Use silence (5 to 10 seconds) to gather more data: • If they say “I don’t know” • At the end of an answer • Echo! • Repeat what they just said in your words, for confirmation “What I hear you saying,”
- 17. 17 Interview Tips & Tricks Speak their language, not yours No Jargon Never correct! Do you know the language and culture? • If not, find out or bring someone with you.
- 18. 18 Interview Tips & Tricks Go with the Flow Keep the conversation flowing smoothly. • Use a transition (Let’s talk about this now...)
- 19. 19 Interview Tips & Tricks Be a Pro Taking Notes • What’s the attitude? • What amazing/interesting thing did they say? • How did their actions work together with what they said – or not? • Be present; observe well. • Don’t go alone
- 20. 20 Interview Tips & Tricks Ethical Considerations – you have them. • Tell them what you are doing and why • What you will do with the data • How their privacy will be maintained (and mean it!)
- 21. 21 Interview Tips & Tricks Ethical Considerations – you have them. • Tell them what you are doing and why • What you will do with the data • How their privacy will be maintained (and mean it!)
- 22. 22 Getting Started: Your Turn Pair off and Interview –15 minutes
- 23. 23 Done? Now What? What do you do with all of that information? 1. Make notes 2. Sort them into logical groupings 3. Resort them into another grouping 4. Look for patterns 5. Roll up those patterns into personas with stories
- 24. 24 Personas
- 25. 25 Personas What cereal do you -- or someone you know -- eat? Blue Why do you or they eat it? Green When do you or they eat it? Purple Where do you or they eat it? Yellow
- 26. 26 How do Personas work?
- 27. 27 Resources: Steve Portigal: Interviewing Users Russ Unger, Dan Willis and Brad Nunnally, Designing the Conversation Kevin Brooks and Whitney Quesenbery, Storytelling for User Experience
Editor's Notes
- Experience designers use a wide variety of techniques to represent the interactions between individuals, organizations, and systems. It all starts with research. There are two broad categories of research, and there are a limitless number of ideas you can use to conduct the research. Generative research helps you learn new things about your users: it creates new data and helps you think in new ways. Personas are the go-to tool to aggregate a target audience’s traits, intentions, needs, and behaviors; however, they often leave out one of the most critical elements of interaction design: time. As rich as these snapshots may be, people’s needs and even their traits may change over time, and personas start to burst at the seams when it comes to illustrating a full story of engagement. Today, we’re going to focus on personas and next month’s TIG will get into Experience Mapping also called Journey Modeling.
- Examples include observation research (The $1 million words: ethnography or contextual inquiry – just a fancy word for observation and detailed note taking) Think about Jane Goodall and Dian Fossey: they immersed herself studying primates and kept diligent notes…the principle is the same.. Jane Goodall Chimpanzees and Dian Fossey Gorillas
- Examples include observation research (The $1 million words: ethnography or contextual inquiry – just a fancy word for observation and detailed note taking) Think about Jane Goodall and Dian Fossey: they immersed herself studying primates and kept diligent notes…the principle is the same.. Jane Goodall Chimpanzees and Dian Fossey Gorillas
- What happens when you intersect science and empathy? You get magic, like this reimagining of the CT scanner. This is a look from a child’s point of view. Let’s be honest: medicine is scary, sterile, and hard on the patient. Why does it have to be that way? Look at this scanner from the child’s point of view. What’s next? An happy child who needs medication or intervention to get a proper scan. What if…you just tell them “Lay very still on the yellow submarine?” Ringo Starr would approve!
- What is the difference between interviewing and observing?
- What is the difference between interviewing and observing?
- What is the difference between interviewing and observing?
- What is the difference between interviewing and observing?
- A Persona is a short biography of a fictional person - a fictional person based on research of real people. The Persona is a user of your product. Personas are not vague, demographical descriptions; they are descriptions of individuals that represent real people. The purpose of a Persona is to know for whom to design. When you design a product, you want to meet the needs of your target users. In order to do this you need to understand who they are and what their expectations are; you need to be able to anticipate their reactions to your design. No product can be designed to meet the needs of everyone. A design that matches your target users and their needs is much more likely to be used and to be seen as a success than one that just includes all the features on a list.
- Personas are models of the patterns you see in the data. There are lots of techniques for looking at the data. Steve Portigal, a well know researcher, recommends that you sort your notes at least twice by two different dimensions. Now, look at the dimensions you’ve chosen. Chance are you’ll see goals, motivations and behaviors that fall into certain patterns. You’re ready to generate a persona. Personas were an empathy tool developed to help make sure your product is on target. They usually have a few things in common: Characteristics Needs Goals & Motivations behaviors Context (environment) When you make your personas, you use them throughout your product’s lifecycle. Ask what would your user do at each step. You can (as a team is ideal) walk your way through their whole journey in relationship to your product. You can tell stories or scenarios and create Agile user stories that reflect the true needs of the customer. You can use the personas to gut check your products: That’s called a cognitive walkthrough. As Health-Conscious Harriet, I want to buy the freshest apples…. With personas in hand you can model their way through a whole experience, leaving no stoned unturned. We will be conducting a workshop on this in the future. Ok now let’s generate some “assumption” personas…these are based on what we think we already know. I’d like you to each take a set of stickies and sharpies and write down three things you know about people who eat cereal. Place them up here… They are goal directed not task directed…that helps the designer think about things they might not see focusing on the task alone.
- Personas are models of the patterns you see in the data. There are lots of techniques for looking at the data. Steve Portigal, a well know researcher, recommends that you sort your notes at least twice by two different dimensions. Now, look at the dimensions you’ve chosen. Chance are you’ll see goals, motivations and behaviors that fall into certain patterns. You’re ready to generate a persona. Personas were an empathy tool developed to help make sure your product is on target. They usually have a few things in common: Characteristics Needs Goals & Motivations behaviors Context (environment) When you make your personas, you use them throughout your product’s lifecycle. Ask what would your user do at each step. You can (as a team is ideal) walk your way through their whole journey in relationship to your product. You can tell stories or scenarios and create Agile user stories that reflect the true needs of the customer. You can use the personas to gut check your products: That’s called a cognitive walkthrough. As Health-Conscious Harriet, I want to buy the freshest apples…. With personas in hand you can model their way through a whole experience, leaving no stoned unturned. We will be conducting a workshop on this in the future. Ok now let’s generate some “assumption” personas…these are based on what we think we already know. I’d like you to each take a set of stickies and sharpies and write down three things you know about people who eat cereal. Place them up here… They are goal directed not task directed…that helps the designer think about things they might not see focusing on the task alone.
- Personas are used for communication. The User Experience people use them to convey the results of their user research and also to guide their design decisions. Business Analysts use them to understand their users and to guide their use case creation and other activities. Developers use them to keep in mind for whom they’re building the product. Personas give the entire team a shared understanding and common way to refer to the target users of their product. QA people write scripts using personas – it helps them recognize the various steps they need to verify along the way. 1. Conduct user research via contextual interviews, surveys, etc. 2. Group users based on similarity and segment them on the various dimensions of importance and concern to the project. 3. Create a persona from each segment.
- Usability testing Card Sorting Focus Groups* Surveys Web Analytics Competitive Analysis/Expert Analysis
- Questions? Thank you!