Transcript
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Effective Customer InterviewingGeneral Assembly, June 6 2013

Adrian Howard (@adrianh) quietstars.com

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Hello!

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Eh?

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Ask questions

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Don't take notes(slideshare.net/adrianh)

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Tip: Drink!

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?

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Stand up

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A – B - C

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A = SpeakerB = InterviewerC = Observer

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Speakers:Shut your eyes

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Interviewers:Chat with the speaker about their best restaurant experience.

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Observers:Watch what happens. Write observations on post-it notes.

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Interviewers:Do not take notes.

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2 minutes

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Reflection

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B = SpeakerC = InterviewerA = Observer

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Speakers:Shut your eyes

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Interviewers:Chat with the speaker about their best holiday experience.

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Interviewers:One more thing.

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Interviewers:After the first question – you cannot speak again. Shhhhh!

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Observers:Watch what happens. Write observations on post-it notes.

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Interviewers:Do not take notes.

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2 minutes

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Reflection

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The opposite of talking isn't listening. The opposite of talking is waiting.

- Fran Lebowitz

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C = SpeakerA = InterviewerB = Observer

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Speakers:Shut your eyes

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Interviewers:Chat with the speaker about how they decorate & furnish their home.

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Tip:Remember to use silence and body language.

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Interviewers:One more thing.

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Interviewers:After the first question you can only ask “Can you tell me more about X?”

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Interviewers:(where X is something the speaker has previously mentioned).

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Observers:Watch what happens. Write observations on post-it notes.

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Interviewers:Do not take notes.

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4 minutes

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Reflection

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Tip:Reflect back what the speaker said.

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Every clarification breeds new questions.

- Arthur Bloch

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Relax...

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?

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Interviews ≠ Quiz

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Interviews ≠ Survey

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Interviews ≠ Script

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Interviews cannotbe automated

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Rapport

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Empathy

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Why do we do interviews?

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Learn from customers

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Test our assumptions

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Test our hypotheses

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Finding customers

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Recruiters

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Hassling people on the street

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Tip: Bribes

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Coffee shops

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Tip:Don't look scary

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Go where your customers are

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Tip:Go with somebody

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Sales

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Marketing

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Customer Support

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Online

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craigslist

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Ethnio.net

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Exercise time

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Today you found a startup!

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Exploring exciting new ways to create a great experience

eating out

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Helping people have the holiday of

their dreams.

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Democratising professional

interior decoration

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Build Topic Maps

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Individually write down topics on post-it notes

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2m

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Group and label them as a team

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5m

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Write down list

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Interviewing

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Tip: Remember the person.

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Can you tell me a little bit about yourself?

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Tip: Ask open questions.

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What was the last book you read?

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Can you tell me about the kind of books you read?

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Tip: Ask for stories.

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Can you tell me about the last time...

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Tip: No leading questions.

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Do you want to use this at work?

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Where do you use this?

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A = SpeakerB = InterviewerC = Observer

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Interviewers & Observers:Write down the key points that the speaker says

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Tip:Observations vs insights

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Tips:

- Silence.- Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.

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5m

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Tips:

- Silence.- Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.

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Reflection

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B = SpeakerC = InterviewerA = Observer

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C = SpeakerA = InterviewerB = Observer

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Synthesis

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Affinity Diagramming

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Further Reading

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If you're keen

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If you're really keen

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Ch 7 of “Mental Models” by Indi Young

Ch 9 & 10 of “User and Task Analysis for Interface Design” by JoAnn T. Hackos, Janice C. Redish

Ch 6 of "Observing the User Experience" by Mike Kuniavsky, Elizabeth Goodman & Andrea Moed

Ch 4 of "Contextual Design" by Hugh Beyer and Karen Holtzblatt

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@adrianhquietstars.com

slideshare.net/[email protected]

Thank You


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