SlideShare a Scribd company logo
1
How to Interview Users to Uncover Insights
Steve Portigal
@steveportigal
Interviewing Users Portigal
Interviewing Users
Examine people in their own context
• What are they doing?
• What does it mean?
Infer (interpret/synthesize/etc.)
• Find the connections
• The researcher is the “apparatus”
Apply to business or design problems
• Use products, services, packaging, design to tell the right story
• More possible types of solutions than we started out with
Interviewing Users Portigal
What to
make or do
Launch
Iterate & improve
Throughout the development cycle
Take a fresh
look at people Use existing ideas
as hypotheses
Explore new
ideas
Refine &
prototype
Interviewing Users Portigal
Who do you
want to talk
to?
What do you
want to do
with them?
Fieldwork
Do
something
with the data!
Interviewing Users Portigal
Who do you
want to talk
to?
What do you
want to do
with them?
Fieldwork
Do
something
with the data!
Screening criteria,
recruiting
Methodology, field
guide, stimuli
Interviewing Users Portigal
The Business Question
What new products and services
can you offer to help partners
increase social network
stickiness (and thus revenues)?
What entertainment activities
should you support to tap into a
growing middle-class in China?
Interviewing Users Portigal
The Research Question
How is family life changing in
middle-class China? What
are the critical digital and
analog technologies that are
being embraced?
What are the motivations,
successes, and frustrations for
current and prospective users of
our partners’ social media sites?
How is family life changing in
middle-class China? What are
the critical digital and analog
technologies that are being
embraced?
Interviewing Users Portigal
The Research Methodology
How is family life changing in
middle-class China? What
are the critical digital and
analog technologies that are
being embraced?
The methods we’ll use….
The methods we’ll use….
Interviewing Users Portigal
Pain points: default research/business question?!
While we always uncover so-called pain points, the bigger
opportunity may come from understanding why – how did
we get here?
Interviewing Users Portigal
It may not really be that painful
Satisficing (coined by Herbert Simon in 1956) refers to our
acceptance of good-enough solutions
These can drive engineers and designers crazy…but the
real problem isn’t always what it appears to be
Interviewing Users Portigal
Interviewing Users Portigal
Different Methods Work Together
Music Application Usage
16%
20%
28%
35%
55%
7%
17%
23%
33%
55%
7%
18%
18%
38%
55%
0% 10% 20% 30% 40% 50% 60%
Winamp
MusicMatch Jukebox
iTunes
RealPlayer
Windows Media Player
<30 (n=297) 30s (n=408) 40+ (n=341)
Interviewing Users Portigal
Different Methods Work Together
Music Application Usage
16%
20%
28%
35%
55%
7%
17%
23%
33%
55%
7%
18%
18%
38%
55%
0% 10% 20% 30% 40% 50% 60%
Winamp
MusicMatch Jukebox
iTunes
RealPlayer
Windows Media Player
<30 (n=297) 30s (n=408) 40+ (n=341)
Interviewing Users Portigal
Who you learn from is not who you design for
What is the desired relationship to the product/service/brand/activity?
• Typical user
• Non-user
• Extreme user
• Peripheral user
• Expert user
• Subject-matter expert
• Wannabe user
• Should-be user
• Future user
• Past user
• Hater
• Loyal to competitor
Triangulate through multiple perspectives
By creating contrast, you reveal key
influencing factors that you wouldn’t
otherwise see
Interviewing Users Portigal
Recruiting criteria: Type of user
Think about the whole system: the chooser, the
influencer, the user, and anyone who is impacted by
those roles
Challenge assumptions about who the organization
is implicitly/explicitly designing for
• Is that everyone?
• Do they even exist?
This will surface a broader sense – even prior to
research – about who is affected by the product and
who is being designed for
When working with a global producer of
sports apparel, it took four weeks to
untangle the conflicts about who we
should study. Their entire culture is based
on their aspirational customer: a male
lettered high school athlete. The bulk of
their sales come from women 28 to 35.
Interviewing Users Portigal
The interview guide (or field guide)
A detailed plan of what will happen in the interview
• Questions, timing, activities, tasks, logistics, etc.
Transforms questions-we-want-answers-to into
questions-we-will-ask
Share with team to align on issues of concern
• Especially with multiple teams in the field
Helps you previsualize the flow of the session
• Include questions as well as other methods that you’ll use
Interviewing Users Portigal
Four sections to the field guide
1. Introduction and Participant Background
• Logistics, timing, objectives
2. The Main Body
• Subsections for each area you plan to explore (e.g., configuration, learning
about new features, etc.)
3. Projection/Dream Questions
• Be audacious and ask about predictions for the future or ideal experiences
4. Wrap Up
• Logistics, ask about anything they want to tell you that you didn’t ask about
Interviewing Users Portigal
Minimalist field guide
Interviewing Users Portigal
Detailed field guide
Interviewing Users Portigal
Include other methods
Tasks “Can you draw me a map of your computer network?”
Participation “Can you show me how I should make a Whopper?”
Demonstration
“Show us how you update your playlists.”
Ask for a demonstration of playlist updating
Role-playing
“I’ll be the customer and you be the receptionist, and you show me how
they should respond.”
Role play the ideal interaction between customer
and receptionist
Observations Look in server room, access key locker, and other
secure locations
Interviewing Users Portigal
Ask people how they would solve a problem
Participatory design
“I wish it had a handle” doesn’t
mean we implement the requested
solution literally
Many ways to solve the underlying
need (“I need to move it around”)
Designers work with this data to
generate alternatives
Engage people in the non-literal
through games and role-playing
Uncover underlying principles and
explore areas of opportunity that don’t
yet exist
Interviewing Users Portigal
Show people a solution
Exploring is better than testing
Avoid “Do you like this?”
Don’t show your best guess at a solution; instead
identify provocative examples to surface hidden
desires and expectations
Asking the right questions
What does this solution enable? What problems does
it solve?
Especially for new products, needed before getting
into specifics of your implementation
Image from Roberto and Worth1000.com
Interviewing Users Portigal
Mockups
Interviewing Users Portigal
Prototypes
Interviewing Users Portigal
Use a range of methods
Logging
Before the interview, participant takes regular digital photos or fills out a booklet
documenting their activities
Homework
Before the interview, participant saves up all their junk mail for two weeks to
prompt our discussion
Workbook to capture beliefs, priorities, etc.
Stimuli In the interview, review wireframes, prototypes, simulations, storyboards
Exercises
What’s in your wallet? What’s in your fridge?
Sketch your idealized solution
Draw a map of where you listen to music; draw a map that associates emotional
and subjective factors
Interviewing Users Portigal
Casual Card Sort
Interviewing Users Portigal
Notice how cultural artifacts reflect
and define the environment; and
reveal what is “normal”
Normal isn’t “right or wrong” – it’s
the set of background rules that
define much of what people
choose or ignore
Media
Products
Advertisements
Street Culture
Trends/ Fads
Observe the culture
What are they selling?
Interviewing Users Portigal
Documentation: photos
Plan to take lots of photos
They will reveal things you don’t
remember noticing
Essential for storytelling
Make sure you have permission
before you start snapping
Interviewing Users Portigal
Documentation: audio, video, notes
Essential to capture exactly what is said
Difficult (impossible) to maintain eye contact, manage
interview, and write down everything
• Potentially a role for a second interviewer
Taking notes – not as the definitive record – can help you
process, notice, think about follow-ups, etc.
• Privilege being in-the-moment (e.g., eye contact, listening) over trying to
capture everything yourself
Interviewing Users Portigal
Who do you
want to talk
to?
What do you
want to do
with them?
Fieldwork
Do
something
with the data!
Interviews, self-
reporting, debriefs
Interviewing Users Portigal
Click to edit Master title stylePrinciples inform tactics
I don't skate to where the puck is, I skate to where the puck is
going to be – Wayne Gretzky
Interviewing Users Portigal
Click to edit Master title styleFieldwork principles
Check your worldview at the door
Embrace how other people see the world
Build rapport
Listen
Interviewing Users Portigal
Click to edit Master title styleCheck your worldview at the door
Before you start doing interviews, do a team-
wide brain dump of all your assumptions and
expectations
• Get closely-held beliefs out of your heads
• You needn’t go back to verify your assumptions; goal is
to make assumptions explicit
Make the interview about the interview
• As a transitional ritual, agree explicitly that you are going
to Learn about Paul rather than Identify NextGen
Opportunities for Roadmap
Interviewing Users Portigal
Click to edit Master title styleEmbrace how other people see the world
Go to where your users are rather than asking them to
come to you
Nip distractions in the bud
• Leave plenty of time so you aren’t rushed when you arrive
• Eat, and find a bathroom beforehand
Be ready to ask questions you (think you) know answers to
• Think about: “When are your taxes due?”
• What do you know? What are you afraid they’ll say? What might you
learn?
Interviewing Users Portigal
Click to edit Master title styleBuild rapport
Be selective about social graces
• Just enough small talk
• Accept what you’re offered
Be selective about talking about yourself
• Reveal personal information to give them permission
to share
• Otherwise, think “OMG! Me too!” without saying it
Work towards the tipping point
• From question-answer to question-story
• You won’t know when it’s coming; be patient
Interviewing Users Portigal
Click to edit Master title styleListen
Demonstrate that you are listening by asking questions!
• Follow-up, follow-up, follow-up
• “Earlier, you told us that…”
• “I want to go back to something else you said…”
Signal your transitions: “Great, now I’d like to move onto a
totally different topic”
This level of listening is not how we normally talk to
each other
• Remember that you are interviewing, not having a conversation
• This is really hard
Interviewing Users Portigal
Click to edit Master title styleListening body language
Yes! Not so much.
Interviewing Users Portigal
Click to edit Master title styleSilence defeats awkwardness
After you ask a question, be silent
• Don’t put the answers in the question
After they’ve answered you, be silent
Interviewing Users Portigal
Click to edit Master title styleUse natural language
Talk like your
subject talks!
Interviewing Users Portigal
Click to edit Master title styleIf you want to fix something, wait until the end
It’s frustrating to watch users struggle
with your product
• But don’t forget that you are there to learn
from them
You will lose the interview if you start
taking their questions
When it’s time to go, show or tell
them only what will help them
Interviewing Users Portigal
Click to edit Master title stylePrepare for exploding questions
Coping techniques
• Wait until these issues come up
organically, without you having to ask
• Make notes on your field guide about
what you want to loop back to so you
don’t forget
• Triage based on what’s most pressing
for your topic
• Triage based on what makes the best
follow-up, to demonstrate listening –
e.g., emotional cues
Interviewing Users Portigal
Click to edit Master title styleExploding questions can lead to a flow state
Interviewing Users Portigal
Click to edit Master title styleWe learn from mistakes and mishaps
Collect and share war stories
with other researchers
portigal.com/category/series/warstories
Interviewing Users Portigal
Click to edit Master title style
Who do you
want to talk
to?
What do you
want to do
with them?
Fieldwork
Do
something
with the data!
Analysis,
synthesis, design
Interviewing Users Portigal
Click to edit Master title styleAnalysis and Synthesis
Analysis
Break large piece(s) into smaller
ones in order to make sense
e.g., interviews, transcripts into anecdotes, stories
Interviewing Users Portigal
Click to edit Master title styleAnalysis and Synthesis
Analysis
Break large piece(s) into smaller
ones in order to make sense
e.g., interviews, transcripts into anecdotes, stories
Synthesis
Combining multiple pieces into
something new
e.g., developing themes, implications, opportunities
Interviewing Users Portigal
Click to edit Master title styleThe Process Moves From One To The Other
Analysis
Break large piece(s) into smaller
ones in order to make sense
e.g., interviews, transcripts into anecdotes, stories
Synthesis
Combining multiple pieces into
something new
e.g., developing themes, implications, opportunities
Interviewing Users Portigal
Click to edit Master title styleAnalthesis???
Analysis
Break large piece(s) into smaller
ones in order to make sense
e.g., interviews, transcripts into anecdotes, stories
Synthesis
Combining multiple pieces into
something new
e.g., developing themes, implications, opportunities
Interviewing Users Portigal
Click to edit Master title style
Sense-making through an iterative process
of refining gathered data
Early, Informal data in your head
First, process the experience you had
collecting data
• Refer to debriefs and conversations
• Articulate and identify themes
Process-based, Formal heavy lifting
Then, process the data itself
• Individual and group analysis
• Pattern-identification, clustering, models, frameworks
Analysis and Synthesis
Review, Refine, Rinse, Repeat
Interviewing Users Portigal
Click to edit Master title styleMake “How Might We?” Questions Before Solutions
How might we
Ideate!
keep the human touch in
communication
allow people to move
seamlessly between places
allow people to integrate
seamlessly across different
devices and systems
How might we
How might we
Interviewing Users Portigal
Click to edit Master title styleThe resources conversation
Who do you
want to talk
to?
What do you
want to do
with them?
Fieldwork
Do
something
with the data!
2–3 weeks 2–3 weeks 2–3 weeks
Screening criteria,
recruiting
Methodology, field
guide, stimuli
Analysis,
synthesis, design
Interviews, self-
reporting, debriefs
Interviewing Users Portigal
Click to edit Master title stylePlan for tradeoffs
Who do you
want to talk
to?
What do you
want to do
with them?
Fieldwork
Do
something
with the data!
1 day 1 day 2 days
Who can you get?
Co-workers,
intercepts on the
street
Wide-eyed
observation,
winging it
DebriefSmall sample,
massively parallel
data gathering
Interviewing Users Portigal
Click to edit Master title stylePlanning research, asking questions (and resources)
rosenfeldmedia.com/books/interviewing-users/
Interviews with in-house user research leaders
portigal.com/podcast/
Coming in 2016
rosenfeldmedia.com/books/epic-fail/
Interviewing Users Portigal
Click to edit Master title style
Portigal Consulting
www.portigal.com
@steveportigal
steve@portigal.com
+1-415-894-2001
Thank you!

More Related Content

Viewers also liked

Design Thinking is Killing Creativity
Design Thinking is Killing CreativityDesign Thinking is Killing Creativity
Design Thinking is Killing Creativity
designsojourn
 
Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!
William Evans
 
(Design) Principles To Build By
(Design) Principles To Build By(Design) Principles To Build By
(Design) Principles To Build By
Stephen Anderson
 
Information Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and UsefulInformation Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and Useful
frog
 
Design Synthesis
Design SynthesisDesign Synthesis
Design Synthesis
frog
 
Design Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User NeedsDesign Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User Needs
Chris Avore
 
Task Analysis
Task AnalysisTask Analysis
Task Analysis
Dr. V Vorvoreanu
 
Writing surveysthatwork
Writing surveysthatworkWriting surveysthatwork
Writing surveysthatwork
rebeccaweiss
 
Just Enough Research
Just Enough ResearchJust Enough Research
Just Enough Research
Erika Hall
 
10 tips for a better UX survey
10 tips for a better UX survey10 tips for a better UX survey
10 tips for a better UX survey
Caroline Jarrett
 
User Insights Start the Design Process
User Insights Start the Design ProcessUser Insights Start the Design Process
User Insights Start the Design Process
Steve Portigal
 
Better Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More EffectivelyBetter Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More Effectively
David Sherwin
 
Designing Structure Part II: Information Archtecture
Designing Structure Part II: Information ArchtectureDesigning Structure Part II: Information Archtecture
Designing Structure Part II: Information Archtecture
Christina Wodtke
 
10 Usability Heuristics explained
10 Usability Heuristics explained10 Usability Heuristics explained
10 Usability Heuristics explained
Craft Design
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
Kristina Halvorson
 

Viewers also liked (15)

Design Thinking is Killing Creativity
Design Thinking is Killing CreativityDesign Thinking is Killing Creativity
Design Thinking is Killing Creativity
 
Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!
 
(Design) Principles To Build By
(Design) Principles To Build By(Design) Principles To Build By
(Design) Principles To Build By
 
Information Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and UsefulInformation Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and Useful
 
Design Synthesis
Design SynthesisDesign Synthesis
Design Synthesis
 
Design Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User NeedsDesign Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User Needs
 
Task Analysis
Task AnalysisTask Analysis
Task Analysis
 
Writing surveysthatwork
Writing surveysthatworkWriting surveysthatwork
Writing surveysthatwork
 
Just Enough Research
Just Enough ResearchJust Enough Research
Just Enough Research
 
10 tips for a better UX survey
10 tips for a better UX survey10 tips for a better UX survey
10 tips for a better UX survey
 
User Insights Start the Design Process
User Insights Start the Design ProcessUser Insights Start the Design Process
User Insights Start the Design Process
 
Better Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More EffectivelyBetter Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More Effectively
 
Designing Structure Part II: Information Archtecture
Designing Structure Part II: Information ArchtectureDesigning Structure Part II: Information Archtecture
Designing Structure Part II: Information Archtecture
 
10 Usability Heuristics explained
10 Usability Heuristics explained10 Usability Heuristics explained
10 Usability Heuristics explained
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
 

More from Steve Portigal

Steve Portigal - The Designer is Present
Steve Portigal - The Designer is PresentSteve Portigal - The Designer is Present
Steve Portigal - The Designer is Present
Steve Portigal
 
Stop Solving Problems!
Stop Solving Problems!Stop Solving Problems!
Stop Solving Problems!
Steve Portigal
 
Learning from User Research War Stories
Learning from User Research War StoriesLearning from User Research War Stories
Learning from User Research War Stories
Steve Portigal
 
Learning From User Research War Stories
Learning From User Research War Stories Learning From User Research War Stories
Learning From User Research War Stories
Steve Portigal
 
We’ve done all this research, now what?
We’ve done all this research, now what?We’ve done all this research, now what?
We’ve done all this research, now what?
Steve Portigal
 
User Research War Stories
User Research War StoriesUser Research War Stories
User Research War Stories
Steve Portigal
 
Doorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War StoriesDoorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War Stories
Steve Portigal
 
Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)
Steve Portigal
 
Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)
Steve Portigal
 
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and DesignYes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Steve Portigal
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is Present
Steve Portigal
 
Beating the Blank Page
Beating the Blank PageBeating the Blank Page
Beating the Blank Page
Steve Portigal
 
Moments of Influence
Moments of InfluenceMoments of Influence
Moments of Influence
Steve Portigal
 
Soft Skills Are Hard
Soft Skills Are Hard Soft Skills Are Hard
Soft Skills Are Hard
Steve Portigal
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is Present
Steve Portigal
 
EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?
Steve Portigal
 
Soft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier WorkSoft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier Work
Steve Portigal
 
Soft Skills Are Hard
Soft Skills Are HardSoft Skills Are Hard
Soft Skills Are Hard
Steve Portigal
 
The Designer Is Present (Fluxible 2013)
The Designer Is Present (Fluxible 2013)The Designer Is Present (Fluxible 2013)
The Designer Is Present (Fluxible 2013)
Steve Portigal
 
The Power of Bad Ideas
The Power of Bad IdeasThe Power of Bad Ideas
The Power of Bad Ideas
Steve Portigal
 

More from Steve Portigal (20)

Steve Portigal - The Designer is Present
Steve Portigal - The Designer is PresentSteve Portigal - The Designer is Present
Steve Portigal - The Designer is Present
 
Stop Solving Problems!
Stop Solving Problems!Stop Solving Problems!
Stop Solving Problems!
 
Learning from User Research War Stories
Learning from User Research War StoriesLearning from User Research War Stories
Learning from User Research War Stories
 
Learning From User Research War Stories
Learning From User Research War Stories Learning From User Research War Stories
Learning From User Research War Stories
 
We’ve done all this research, now what?
We’ve done all this research, now what?We’ve done all this research, now what?
We’ve done all this research, now what?
 
User Research War Stories
User Research War StoriesUser Research War Stories
User Research War Stories
 
Doorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War StoriesDoorbells, Danger, and Dead Batteries: User Research War Stories
Doorbells, Danger, and Dead Batteries: User Research War Stories
 
Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)Doorbells, Danger, and Dead Batteries (Amuse 2016)
Doorbells, Danger, and Dead Batteries (Amuse 2016)
 
Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)Fieldwork Fundamentals (UX Australia)
Fieldwork Fundamentals (UX Australia)
 
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and DesignYes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
Yes, My Tuatara Loves to Cha-Cha Improv, Creativity and Design
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is Present
 
Beating the Blank Page
Beating the Blank PageBeating the Blank Page
Beating the Blank Page
 
Moments of Influence
Moments of InfluenceMoments of Influence
Moments of Influence
 
Soft Skills Are Hard
Soft Skills Are Hard Soft Skills Are Hard
Soft Skills Are Hard
 
The Designer is Present
The Designer is PresentThe Designer is Present
The Designer is Present
 
EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?EuroIA14 - Well, We've Done All This Research, Now What?
EuroIA14 - Well, We've Done All This Research, Now What?
 
Soft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier WorkSoft Skills Are Hard: A Journey To Healthier Work
Soft Skills Are Hard: A Journey To Healthier Work
 
Soft Skills Are Hard
Soft Skills Are HardSoft Skills Are Hard
Soft Skills Are Hard
 
The Designer Is Present (Fluxible 2013)
The Designer Is Present (Fluxible 2013)The Designer Is Present (Fluxible 2013)
The Designer Is Present (Fluxible 2013)
 
The Power of Bad Ideas
The Power of Bad IdeasThe Power of Bad Ideas
The Power of Bad Ideas
 

Recently uploaded

The Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady Hat
TeeFusion
 
Carleton University degree offer diploma Transcript
Carleton University degree offer diploma TranscriptCarleton University degree offer diploma Transcript
Carleton University degree offer diploma Transcript
eamhs
 
Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...
Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...
Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...
sonalibook860
 
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
sheetal singh$A17
 
HongHao Furniture Catalogue EN 202407 - Store Fit-out.pdf
HongHao Furniture Catalogue EN 202407 - Store Fit-out.pdfHongHao Furniture Catalogue EN 202407 - Store Fit-out.pdf
HongHao Furniture Catalogue EN 202407 - Store Fit-out.pdf
Hong Hao Furniture Ltd.
 
Girls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model Safe
Girls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model SafeGirls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model Safe
Girls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model Safe
bookkdreambebe
 
Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
kimmi singla$A17
 
New PPT Template for operations on field.pptx
New PPT Template for operations on field.pptxNew PPT Template for operations on field.pptx
New PPT Template for operations on field.pptx
hicham benkhelifa
 
AI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptxAI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptx
Shayestha Fathima
 
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
ailynolive
 
Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...
Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...
Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...
monikaservice00
 
Humans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural worldHumans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural world
Mostafa Abd Elrahman
 
Unit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.pptUnit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.ppt
ChiragSuresh
 
Preserving-the-Essence-A-Journey-in-Visual-Identity.pdf
Preserving-the-Essence-A-Journey-in-Visual-Identity.pdfPreserving-the-Essence-A-Journey-in-Visual-Identity.pdf
Preserving-the-Essence-A-Journey-in-Visual-Identity.pdf
Mostafa Abd Elrahman
 
GRID integration of Wind energy conversion system
GRID integration of Wind energy conversion systemGRID integration of Wind energy conversion system
GRID integration of Wind energy conversion system
sulabhsachan
 
Doreamon Booklet about the origin of doramemon
Doreamon Booklet about the origin of doramemonDoreamon Booklet about the origin of doramemon
Doreamon Booklet about the origin of doramemon
DanielNacorda4
 
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdfTemple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
taradcunha
 
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
45unexpected
 
Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...
Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...
Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...
monikaservice00
 
Mixer design with example is given in this ppt
Mixer design with example is given in this pptMixer design with example is given in this ppt
Mixer design with example is given in this ppt
ssuserbaba88
 

Recently uploaded (20)

The Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady Hat
 
Carleton University degree offer diploma Transcript
Carleton University degree offer diploma TranscriptCarleton University degree offer diploma Transcript
Carleton University degree offer diploma Transcript
 
Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...
Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...
Indore Girls Call Indore 0X0000000X Payment On Delevery Cash Hot Premium Genu...
 
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
Busty Girls Call Noida 🎈🔥9873940964 🔥💋🎈 Provide Best And Top Girl Service And...
 
HongHao Furniture Catalogue EN 202407 - Store Fit-out.pdf
HongHao Furniture Catalogue EN 202407 - Store Fit-out.pdfHongHao Furniture Catalogue EN 202407 - Store Fit-out.pdf
HongHao Furniture Catalogue EN 202407 - Store Fit-out.pdf
 
Girls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model Safe
Girls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model SafeGirls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model Safe
Girls Call Indore ❤ 9800★00002 ❤ VIP Neha Singla Top Model Safe
 
Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
Russian Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service And ...
 
New PPT Template for operations on field.pptx
New PPT Template for operations on field.pptxNew PPT Template for operations on field.pptx
New PPT Template for operations on field.pptx
 
AI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptxAI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptx
 
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
Private Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Service ...
 
Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...
Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...
Asian Girls Call Indore 000XX00000 Provide Best And Top Girl Service And No1 ...
 
Humans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural worldHumans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural world
 
Unit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.pptUnit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.ppt
 
Preserving-the-Essence-A-Journey-in-Visual-Identity.pdf
Preserving-the-Essence-A-Journey-in-Visual-Identity.pdfPreserving-the-Essence-A-Journey-in-Visual-Identity.pdf
Preserving-the-Essence-A-Journey-in-Visual-Identity.pdf
 
GRID integration of Wind energy conversion system
GRID integration of Wind energy conversion systemGRID integration of Wind energy conversion system
GRID integration of Wind energy conversion system
 
Doreamon Booklet about the origin of doramemon
Doreamon Booklet about the origin of doramemonDoreamon Booklet about the origin of doramemon
Doreamon Booklet about the origin of doramemon
 
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdfTemple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
 
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
 
Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...
Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...
Vip Today Girls Call Indore 000XX00000 Provide Best And Top Girl Service And ...
 
Mixer design with example is given in this ppt
Mixer design with example is given in this pptMixer design with example is given in this ppt
Mixer design with example is given in this ppt
 

How to Interview Users to Uncover Insights

  • 1. 1 How to Interview Users to Uncover Insights Steve Portigal @steveportigal
  • 2. Interviewing Users Portigal Interviewing Users Examine people in their own context • What are they doing? • What does it mean? Infer (interpret/synthesize/etc.) • Find the connections • The researcher is the “apparatus” Apply to business or design problems • Use products, services, packaging, design to tell the right story • More possible types of solutions than we started out with
  • 3. Interviewing Users Portigal What to make or do Launch Iterate & improve Throughout the development cycle Take a fresh look at people Use existing ideas as hypotheses Explore new ideas Refine & prototype
  • 4. Interviewing Users Portigal Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data!
  • 5. Interviewing Users Portigal Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Screening criteria, recruiting Methodology, field guide, stimuli
  • 6. Interviewing Users Portigal The Business Question What new products and services can you offer to help partners increase social network stickiness (and thus revenues)? What entertainment activities should you support to tap into a growing middle-class in China?
  • 7. Interviewing Users Portigal The Research Question How is family life changing in middle-class China? What are the critical digital and analog technologies that are being embraced? What are the motivations, successes, and frustrations for current and prospective users of our partners’ social media sites? How is family life changing in middle-class China? What are the critical digital and analog technologies that are being embraced?
  • 8. Interviewing Users Portigal The Research Methodology How is family life changing in middle-class China? What are the critical digital and analog technologies that are being embraced? The methods we’ll use…. The methods we’ll use….
  • 9. Interviewing Users Portigal Pain points: default research/business question?! While we always uncover so-called pain points, the bigger opportunity may come from understanding why – how did we get here?
  • 10. Interviewing Users Portigal It may not really be that painful Satisficing (coined by Herbert Simon in 1956) refers to our acceptance of good-enough solutions These can drive engineers and designers crazy…but the real problem isn’t always what it appears to be
  • 12. Interviewing Users Portigal Different Methods Work Together Music Application Usage 16% 20% 28% 35% 55% 7% 17% 23% 33% 55% 7% 18% 18% 38% 55% 0% 10% 20% 30% 40% 50% 60% Winamp MusicMatch Jukebox iTunes RealPlayer Windows Media Player <30 (n=297) 30s (n=408) 40+ (n=341)
  • 13. Interviewing Users Portigal Different Methods Work Together Music Application Usage 16% 20% 28% 35% 55% 7% 17% 23% 33% 55% 7% 18% 18% 38% 55% 0% 10% 20% 30% 40% 50% 60% Winamp MusicMatch Jukebox iTunes RealPlayer Windows Media Player <30 (n=297) 30s (n=408) 40+ (n=341)
  • 14. Interviewing Users Portigal Who you learn from is not who you design for What is the desired relationship to the product/service/brand/activity? • Typical user • Non-user • Extreme user • Peripheral user • Expert user • Subject-matter expert • Wannabe user • Should-be user • Future user • Past user • Hater • Loyal to competitor Triangulate through multiple perspectives By creating contrast, you reveal key influencing factors that you wouldn’t otherwise see
  • 15. Interviewing Users Portigal Recruiting criteria: Type of user Think about the whole system: the chooser, the influencer, the user, and anyone who is impacted by those roles Challenge assumptions about who the organization is implicitly/explicitly designing for • Is that everyone? • Do they even exist? This will surface a broader sense – even prior to research – about who is affected by the product and who is being designed for When working with a global producer of sports apparel, it took four weeks to untangle the conflicts about who we should study. Their entire culture is based on their aspirational customer: a male lettered high school athlete. The bulk of their sales come from women 28 to 35.
  • 16. Interviewing Users Portigal The interview guide (or field guide) A detailed plan of what will happen in the interview • Questions, timing, activities, tasks, logistics, etc. Transforms questions-we-want-answers-to into questions-we-will-ask Share with team to align on issues of concern • Especially with multiple teams in the field Helps you previsualize the flow of the session • Include questions as well as other methods that you’ll use
  • 17. Interviewing Users Portigal Four sections to the field guide 1. Introduction and Participant Background • Logistics, timing, objectives 2. The Main Body • Subsections for each area you plan to explore (e.g., configuration, learning about new features, etc.) 3. Projection/Dream Questions • Be audacious and ask about predictions for the future or ideal experiences 4. Wrap Up • Logistics, ask about anything they want to tell you that you didn’t ask about
  • 20. Interviewing Users Portigal Include other methods Tasks “Can you draw me a map of your computer network?” Participation “Can you show me how I should make a Whopper?” Demonstration “Show us how you update your playlists.” Ask for a demonstration of playlist updating Role-playing “I’ll be the customer and you be the receptionist, and you show me how they should respond.” Role play the ideal interaction between customer and receptionist Observations Look in server room, access key locker, and other secure locations
  • 21. Interviewing Users Portigal Ask people how they would solve a problem Participatory design “I wish it had a handle” doesn’t mean we implement the requested solution literally Many ways to solve the underlying need (“I need to move it around”) Designers work with this data to generate alternatives Engage people in the non-literal through games and role-playing Uncover underlying principles and explore areas of opportunity that don’t yet exist
  • 22. Interviewing Users Portigal Show people a solution Exploring is better than testing Avoid “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Asking the right questions What does this solution enable? What problems does it solve? Especially for new products, needed before getting into specifics of your implementation Image from Roberto and Worth1000.com
  • 25. Interviewing Users Portigal Use a range of methods Logging Before the interview, participant takes regular digital photos or fills out a booklet documenting their activities Homework Before the interview, participant saves up all their junk mail for two weeks to prompt our discussion Workbook to capture beliefs, priorities, etc. Stimuli In the interview, review wireframes, prototypes, simulations, storyboards Exercises What’s in your wallet? What’s in your fridge? Sketch your idealized solution Draw a map of where you listen to music; draw a map that associates emotional and subjective factors
  • 27. Interviewing Users Portigal Notice how cultural artifacts reflect and define the environment; and reveal what is “normal” Normal isn’t “right or wrong” – it’s the set of background rules that define much of what people choose or ignore Media Products Advertisements Street Culture Trends/ Fads Observe the culture What are they selling?
  • 28. Interviewing Users Portigal Documentation: photos Plan to take lots of photos They will reveal things you don’t remember noticing Essential for storytelling Make sure you have permission before you start snapping
  • 29. Interviewing Users Portigal Documentation: audio, video, notes Essential to capture exactly what is said Difficult (impossible) to maintain eye contact, manage interview, and write down everything • Potentially a role for a second interviewer Taking notes – not as the definitive record – can help you process, notice, think about follow-ups, etc. • Privilege being in-the-moment (e.g., eye contact, listening) over trying to capture everything yourself
  • 30. Interviewing Users Portigal Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Interviews, self- reporting, debriefs
  • 31. Interviewing Users Portigal Click to edit Master title stylePrinciples inform tactics I don't skate to where the puck is, I skate to where the puck is going to be – Wayne Gretzky
  • 32. Interviewing Users Portigal Click to edit Master title styleFieldwork principles Check your worldview at the door Embrace how other people see the world Build rapport Listen
  • 33. Interviewing Users Portigal Click to edit Master title styleCheck your worldview at the door Before you start doing interviews, do a team- wide brain dump of all your assumptions and expectations • Get closely-held beliefs out of your heads • You needn’t go back to verify your assumptions; goal is to make assumptions explicit Make the interview about the interview • As a transitional ritual, agree explicitly that you are going to Learn about Paul rather than Identify NextGen Opportunities for Roadmap
  • 34. Interviewing Users Portigal Click to edit Master title styleEmbrace how other people see the world Go to where your users are rather than asking them to come to you Nip distractions in the bud • Leave plenty of time so you aren’t rushed when you arrive • Eat, and find a bathroom beforehand Be ready to ask questions you (think you) know answers to • Think about: “When are your taxes due?” • What do you know? What are you afraid they’ll say? What might you learn?
  • 35. Interviewing Users Portigal Click to edit Master title styleBuild rapport Be selective about social graces • Just enough small talk • Accept what you’re offered Be selective about talking about yourself • Reveal personal information to give them permission to share • Otherwise, think “OMG! Me too!” without saying it Work towards the tipping point • From question-answer to question-story • You won’t know when it’s coming; be patient
  • 36. Interviewing Users Portigal Click to edit Master title styleListen Demonstrate that you are listening by asking questions! • Follow-up, follow-up, follow-up • “Earlier, you told us that…” • “I want to go back to something else you said…” Signal your transitions: “Great, now I’d like to move onto a totally different topic” This level of listening is not how we normally talk to each other • Remember that you are interviewing, not having a conversation • This is really hard
  • 37. Interviewing Users Portigal Click to edit Master title styleListening body language Yes! Not so much.
  • 38. Interviewing Users Portigal Click to edit Master title styleSilence defeats awkwardness After you ask a question, be silent • Don’t put the answers in the question After they’ve answered you, be silent
  • 39. Interviewing Users Portigal Click to edit Master title styleUse natural language Talk like your subject talks!
  • 40. Interviewing Users Portigal Click to edit Master title styleIf you want to fix something, wait until the end It’s frustrating to watch users struggle with your product • But don’t forget that you are there to learn from them You will lose the interview if you start taking their questions When it’s time to go, show or tell them only what will help them
  • 41. Interviewing Users Portigal Click to edit Master title stylePrepare for exploding questions Coping techniques • Wait until these issues come up organically, without you having to ask • Make notes on your field guide about what you want to loop back to so you don’t forget • Triage based on what’s most pressing for your topic • Triage based on what makes the best follow-up, to demonstrate listening – e.g., emotional cues
  • 42. Interviewing Users Portigal Click to edit Master title styleExploding questions can lead to a flow state
  • 43. Interviewing Users Portigal Click to edit Master title styleWe learn from mistakes and mishaps Collect and share war stories with other researchers portigal.com/category/series/warstories
  • 44. Interviewing Users Portigal Click to edit Master title style Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Analysis, synthesis, design
  • 45. Interviewing Users Portigal Click to edit Master title styleAnalysis and Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories
  • 46. Interviewing Users Portigal Click to edit Master title styleAnalysis and Synthesis Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities
  • 47. Interviewing Users Portigal Click to edit Master title styleThe Process Moves From One To The Other Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities
  • 48. Interviewing Users Portigal Click to edit Master title styleAnalthesis??? Analysis Break large piece(s) into smaller ones in order to make sense e.g., interviews, transcripts into anecdotes, stories Synthesis Combining multiple pieces into something new e.g., developing themes, implications, opportunities
  • 49. Interviewing Users Portigal Click to edit Master title style Sense-making through an iterative process of refining gathered data Early, Informal data in your head First, process the experience you had collecting data • Refer to debriefs and conversations • Articulate and identify themes Process-based, Formal heavy lifting Then, process the data itself • Individual and group analysis • Pattern-identification, clustering, models, frameworks Analysis and Synthesis Review, Refine, Rinse, Repeat
  • 50. Interviewing Users Portigal Click to edit Master title styleMake “How Might We?” Questions Before Solutions How might we Ideate! keep the human touch in communication allow people to move seamlessly between places allow people to integrate seamlessly across different devices and systems How might we How might we
  • 51. Interviewing Users Portigal Click to edit Master title styleThe resources conversation Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! 2–3 weeks 2–3 weeks 2–3 weeks Screening criteria, recruiting Methodology, field guide, stimuli Analysis, synthesis, design Interviews, self- reporting, debriefs
  • 52. Interviewing Users Portigal Click to edit Master title stylePlan for tradeoffs Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! 1 day 1 day 2 days Who can you get? Co-workers, intercepts on the street Wide-eyed observation, winging it DebriefSmall sample, massively parallel data gathering
  • 53. Interviewing Users Portigal Click to edit Master title stylePlanning research, asking questions (and resources) rosenfeldmedia.com/books/interviewing-users/ Interviews with in-house user research leaders portigal.com/podcast/ Coming in 2016 rosenfeldmedia.com/books/epic-fail/
  • 54. Interviewing Users Portigal Click to edit Master title style Portigal Consulting www.portigal.com @steveportigal steve@portigal.com +1-415-894-2001 Thank you!