The document discusses the importance of non-directive interviews for generating qualitative data and empathetic design. It emphasizes listening, asking open-ended questions, and understanding people's mental processes to enhance design outcomes. Key tips include avoiding internal dialogues and focusing on verbs to better connect with interview subjects.

1. Interviews: Stop Thinking, Start ListeningHow to Get the Whole StoryIndi Young

2. Slideshare Deck - 17-Feb-20112Andrew Maier’s tweet, Friday 24-Sep-2010

3. Slideshare Deck - 17-Feb-20113“Data-Driven” versus QualitativeNon-directive interviews generate qualitative data that can masquerade as “data-driven” Stories are just data with a soul.The Gifts of Imperfection – Dr. Brené Brown 12-Jun-2010 TEDxHouston

4. Slideshare Deck - 17-Feb-20114The Transition from Interview to DesignNon-Directive InterviewsRelative Qualities of People’s Mental ProcessEmpathy with the Types of People InterviewedGenerate Better Designs to Support These Types of PeopleNon-Directive  Qualitative  Empathy  Generative

5. Slideshare Deck - 17-Feb-20115Tips & Tricks SummarySet a scope perimeter inside which any sort of conversation can happenListen without an internal dialogueAsk why, to get to the root of thingsFollow the action –verbs!

6. Slideshare Deck - 17-Feb-20116Keep the Conversation Inside the PerimeterYak yak?Yak yakyakyakyakyakyakYak yak?Yak yakyakyakyakyakyakYak yak?Yak yakyakyakyakyakyakYak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyakYak yak?Yak yak?Yak yakyakyakyakyakyak

7. Slideshare Deck - 17-Feb-20117Take the Time to Ask “Why?”Why – Pierrette Wiseman CC-BY-NC-SA Flickr pjboudreau/4854288925/

8. Slideshare Deck - 17-Feb-20118Open QuestionsWho?What?When?Where?Why?How?Who?What does …?Why?Why?Why?How come …?Tell me a story about …Give me an example of …Could you explain …?Tell me more about …

9. Slideshare Deck - 17-Feb-20119Verbs Are Stronger Than Nounscrowdexpectpriestmurmurtouristfeel spiritualtour guidetourpackgo insideVaticanSistine Chapeltourshushwalk outgroupdecideticketturn aroundTVsoccer gamejoinshoutgatherblow hornSpanish Stepsrubteamshowwinfeel coolvisitwatchRomebefriendstrangers

10. Slideshare Deck - 17-Feb-201110Verbs Are How We EmpathizeThe point is to understand people deeply—— so deeply you could live their life, walk in their shoes, and make decisions exactly the way they would.So, how was my honeymoon in Italy?

11. Slideshare Deck - 17-Feb-201111What to Listen ForBehaviors(Motivations, Actions)Beliefs(Philosophies, Underpinnings)Reactions(Emotions, Feelings)

12. Slideshare Deck - 17-Feb-201112Blunder SummarySkip the list of interview questionsDon’t play Mr. Smarty Pants or Ms. Control FreakConjecture would be futileDon’t “belief” everything

13. Slideshare Deck - 17-Feb-201113Start with One Question & Go From ThereYak yak?Yak yakyakyakyakyakyakYak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyakList of Interview QuestionsYak yakyakyakyakyakyakyakyakyakyakyakyakyakyakYak yakyakyakyakyakyakYak yakyakyakyakyakyakyakyakyakyakyakyakyakyakyakYak yakyakyakyakyakyakyak

14. Slideshare Deck - 17-Feb-201114Mr. Smarty-PantsExplain too muchDoubt participant understands your questionPretend to understandMake condescending statementsMs. Control-FreakFollow your own agenda / topicsForget participant’s previous answerFeel embarrassed by your mistakesMiss key story elements

15. Slideshare Deck - 17-Feb-201115What Is Conjecture?“… a statement likely to be true based on available evidence, but which has not been formally proven”A guess about “what I would do if …”bad word!Definition from wiktionary.org

16. Slideshare Deck - 17-Feb-201116Just Because Someone Used the Word “Believe” or “Think” …… don’t confuse beliefs with: Emotion (dig deeper) Behavior (dig deeper) Opinion (move on) Conjecture (move on) Preference (move on)

17. Slideshare Deck - 17-Feb-201117www.rosenfeldmedia.com - slides & videos - articles - how-to’s & templates @indiyoung indi@acm.orgCode: INDI(25% discount)