2012 May 19 Interviewing for UX
21
Interviewing for User Experience General Assembly May 19, 2012 Josh Seiden @jseiden Saturday, May 19, 12
-
date post
21-Oct-2014 -
Category
Design
-
view
2.215 -
download
2
description
The slides that accompanied my presentation today at General Assembly's Product Development Day.
Transcript of 2012 May 19 Interviewing for UX
Interviewing for User Experience
General AssemblyMay 19, 2012Josh Seiden@jseiden
Saturday, May 19, 12
License: Creative Commons Attribution- Share Alike 3.0 United States
www.proof-nyc.comwww.slideshare.net/jseiden
My hashtags
2
www.proof-nyc.com@proof_nyc
#leanUX #leanStartup
Josh Seiden@[email protected]
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
Agenda
• Why use interviews?• How to use interviews• Practice in interview techniques
3
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
WHY INTERVIEW?
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
Research Questions: The Big Three
1. Is there a need or opportunity?§ Observations and interviews
2. Do people want my proposed solution?§ Measure behavior and interviews
3. Can people use my proposed solution?§ Usability testing and interviews
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
Not today: usability testing
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
CUSTOMER DISCOVERY INTERVIEWS
Saturday, May 19, 12
8
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
What are we listening for?
Expressed needsImplied needsLatent needs
If you had that feature, what would it let you do?
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
Tips for Customer Development
1. One person at a time2. Know your goals and questions ahead of time3. Distinguish “what I do” from “what I think”4. Examine actions, not speculative desires5. Get psyched to hear things you don’t want to hear6. Disarm politeness training7. Ask open ended questions8. Listen, don’t talk9. Encourage but don’t influence10. Say it back11. Ask for introductions12. Look for patterns and apply judgement
Saturday, May 19, 12
Warm-up questions to set context§ “Tell me a little about yourself…”
Talk about real events, avoid conjecture§ “Tell me about a recent time when you…”§ Collect artifacts, photos, etc.
Show demos/sketches later in meeting§ “Show me how you would use this to…”
Express appreciation § “Thanks for your time!”
Arrange follow-up, ask for introductions.
License: CC BY-NC-SAwww.proof-nyc.com@jseiden
Sample interview guide
11
Saturday, May 19, 12
License: Creative Commons Attribution- Share Alike 3.0 United States
www.luxr.cowww.slideshare.net/jseiden 12
It’s a conversation. Get stories.
Saturday, May 19, 12
License: CC BY-NC-SAwww.proof-nyc.com@jseiden
Introduction: research plan§ Discuss what you want to learn § Identify who you need to talk to (and recruit)§ Prepare interview “guide” § Practice asking questions and listening§ Get out of the building§ Collect evidence§ Debrief, share, draw conclusions§ Use your visits for multiple purposes
13
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
BEST MEAL?Warmup
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
INTERVIEW EXERCISE
Saturday, May 19, 12
License: CC BY-NC-SAwww.proof-nyc.com@jseiden
Exercise prep
Form teams (of 2 or 3).Decide on roles.
§ 1 interviewer§ 1 notetaker / support§ 1 interviewee
Here is your guide...
16
Saturday, May 19, 12
License: CC BY-NC-SAwww.proof-nyc.com@jseiden
Interview exercise: research brief
You are working on a mobile phone app that makes it easier to pay in restaurants. Your team has brainstormed a number of features, but you’re not sure which ones to build first.
Some features (expense account integration) are great for business customers.
Others (like split the check features) are great for consumers.
Let’s interview some restaurant diners to see if we can find some opportunity.
17
Saturday, May 19, 12
License: CC BY-NC-SAwww.proof-nyc.com@jseiden
Interview exercise: interview guide
Establish context: eating out habits. Specific recent meals.- Do you eat out in restaurants? What is typical?
Specific examples of business meals, casual meals, other? - “Tell me about the last time / a specific time when you...”
Probes: Who was it with? Why were you there? How did you pay? Were there problems paying? Were there other issues or opportunities?
18
Saturday, May 19, 12
License: CC BY-NC-SAwww.proof-nyc.com@jseiden
Interview exercise: debrief
Who did you talk to?
What was/were their context(s)?
What problems / opportunities did you hear about?
What did you conclude?
What evidence supports your conclusion?
19
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
REFLECTIONS AND QUESTIONS
Saturday, May 19, 12
License: CC BY-NC-SAUnited States
www.proof-nyc.comwww.slideshare.net/jseiden
THANK YOU!If you liked this talk, please follow @jseiden
@proof_nyc
Saturday, May 19, 12
